Xiaomi is planning to establish a new camera division in order to improve the imaging performance of its smartphone cameras. Xiaomi’s main competitors – Huawei, Oppo and Vivo – have concentrated extensively on offering better camera on their smartphones while Xiaomi has stayed focused on delivering latest in terms of hardware at a reasonable price.
Now, the company might be making camera a top priority within its smartphone division. A new internal email spotted by MyDrivers shows that the Chinese smartphone maker is planning to create a camera division to fulfill its goal of launching smartphones with stellar cameras. The mail was written by CEO Lei Jun and it details how photography has become one of the key factors for many users.
Jun adds that the company has decided to establish a separate camera department within its mobile division to launch future mobile phones with excellent cameras that will be on par with that of smartphones from top brands. Jun might be referring to the likes of Google, HTC, Samsung and Apple. While Xiaomi will be hoping to challenge these big brands, its immediate goal would be to offer an imaging experience better than that of Huawei and its Honor brand.
While cameras on Xiaomi smartphones have been a disappointment in the past, it seems to have caught up in the past few months. The Mi MIX 2S, Xiaomi’s current flagship scored a respectable 97 on DxOMark and had a photo sub-score of 101. The Mi Note 3 had a photography score of 94, which did impress a lot of critics but the results have not always been consistent.
Xiaomi’s next big smartphone launch is expected to come in the form of Mi 7 and it is rumored to arrive with a 16-megapixel dual rear camera setup. There are reports indicating that the smartphone will feature a 13-megapixel selfie camera and might include additional sensors for 3D facial recognition. It will definitely include new AI capabilities similar to one found on Mi MIX 2S.
Watch: Xiaomi Mi MIX 2S First Look Video
Xiaomi is currently the fourth largest smartphone brand globally, but its sales are mainly in the entry-level and mid-range price segment. It is yet to establish itself as a recognized brand in the premium smartphone segment. In order to compete with the likes of Huawei and OnePlus, Xiaomi will need a smartphone with not only flagship specifications but also an incredible camera. The new division being formed by Jun could help the company make that happen.