Xiaomi explains update policy and choice of the Redmi Note 13 line in Brazil | TC Interview

Xiaomi explains update policy and choice of the Redmi Note 13 line in Brazil | TC Interview
Xiaomi explains update policy and choice of the Redmi Note 13 line in Brazil | TC Interview
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On Wednesday night (31), Xiaomi officially announced the arrival of the new Redmi Note 13 family in Brazil. The family of intermediate cell phones arrives with three models on the national market.

To find out more details about the launches on Brazilian soil, TudoCelular spoke with Xiaomi Brazil’s marketing manager, Thiago Araripe. The executive explained details about the update policy, the reasons for choosing the trio of models and what the expectations are for the country.

Regarding updates, according to Araripe, there will be four Android updates and five years of security packages for the brand’s software. Furthermore, despite coming out of the box with Android 13, under the MIUI 14 interface, the Redmi Note 13 family will then be updated to the new HyperOS interface.

Furthermore, Xiaomi Brazil would have chosen the Redmi Note 13 Pro 5G, the Redmi Note 13 5G and the Redmi Note 13 4G strategically, with the thought of not leaving the higher price on the Note 13 Pro Plus and the fact that Brazilians are still looking for LTE devices in lower segments – which would not apply to the Note 13 Pro 4G.

To top it off, Thiago comments on the advances in plans for national manufacturing, even though there is still no deadline for the start, as well as the vision of the Brazilian market for this year 2024. You can check out the full interview below. Also take the opportunity to comment with us in the space right after.

“There are some factors. One of them is price. For example, the Redmi Note 13 Pro Plus 5G is priced above the Pro 5G. And we understand that what it has more to offer does not justify the extra value that would be charged in Brazil. It would already start to enter a very high price category for the Brazilian market and for the culture that: ok, it’s a Redmi Note, an ‘intermediate’ – although it has several flagship features. What else does he have? 120W charging and IP68 certification. Our dream is to launch a device with IP68 in Brazil, everyone asks for it. But also, in a practical way, how necessary is this for our consumer? We understand that it would not be worth launching it in Brazil. And the other model, which is the Redmi Note 13 Pro 4G, we also understand that the profile of our audience that is still looking for a 4G device is the consumer who is not willing to invest so much in a smartphone. He either wants to make a small upgrade to what he has, or buy a more basic model, to meet his needs. The consumer who is willing to invest in a device from the Pro line wants 5G.”

Thiago Araripe

Marketing Manager at Xiaomi Brazil

“The expectation is that, from the launch on the 31st, the update for HyperOS will begin to arrive. For Android, it’s four years of updates, that’s really what I know. And for HyperOS, software, at least five years of updates.”

“So that’s four versions of Android and five years of security packages?”

“Exactly.”

“Is the next HyperOS already based on Android 14, or even on Android 13?”

“He will have it for both [dependendo do modelo]. For both 13 and 14, when the update comes.”

“Just to clarify: it comes with Android 13, but then updates to 14. So, there are more 15, 16 and 17, is that it?”

“Exactly, perfect.”

“Mainly due to the new operating system, HyperOS, the integration will be total. The big difference with HyperOS is this: this new Xiaomi philosophy of integration between human, home and car. Which are Xiaomi’s three main market fronts now, which also launched an electric vehicle. The system is completely built for you to create an ecosystem together for these three fronts, all managed by Artificial Intelligence. I still can’t disclose HyperOS features. Soon I will be able to, once it’s actually released. But it is completely built and designed for Artificial Intelligence integration. Including generative AI. Today, you are going to edit a photo you took, you can now delete it [objetos] and other details. It will already have generative capabilities, to expand deeply and do this type of thing that is more complicated today in smartphone resources. This facility will be very clear and how it is being built to integrate the ecosystems of your smartphone, your smarthome and your vehicle, when it becomes available”

“This is a project that actually exists by Xiaomi. But we are very careful about its implementation. Because, as we know, Brazilian industry and legislation are very complicated. If it were simple, all Chinese technology companies would already have their own manufacturing here. Many of our competitors try to enter the Brazilian market and fail. The biggest challenge is this: local production. We are still in the design phase, field research is already underway, the project already exists as a whole. What we are doing is working on how to make it viable. It’s not a dream, it’s a project. We just don’t have a set date for implementation yet. I can’t tell you: ‘Rafael, in so many months, or in so many years, production will start in Brazil’. What I can tell you is: we are working to make this project happen. It exists and is being studied, worked on and implemented. The physical part already exists, which is field research and discussions with companies that set it up. The idea is not to manufacture from scratch. It’s about bringing it here and setting it up here, just like others already do. This is happening. But I really don’t know when a date would be for this to start. And yes, Xiaomi’s greatest desire is to manufacture in Brazil.”

“Expectations are very high. Last year was very good for Xiaomi, in terms of sales and growth in Brazil. We started the year with a market share of around 12%, in third place in smartphones in the country. And we ended the year still in third place, but with a market share of 20%. Increasing 8% market share in one year is something surreal for our market, and the competition is very strong. We know that, of course, the market leader has long been Samsung, and second place is Motorola. What happens is that now we stick with Motorola. We ended the year with 1% less market share than Motorola. This shows how the company has been growing in Brazil. The Redmi Note 12 series was the main factor for this. It’s a series that caught on very well in the country. So, our expectation for this year is that this growth will be, at least, the same. Because we believe that the Redmi Note 13 series is better than the 12. The devices have a higher quality, we corrected flaws that had in the 12 to the 13, including points that the consumer pointed out. We knew how to listen and we responded. The ideal would be to end the year in second place in market share and maintain the growth we saw last year.”

“I want to thank TudoCelular and the readers, who are fundamental to us. We follow all the support you give us on social media and in articles. We keep an eye on them and see how connected and attentive they are to the brand’s launches, long before they arrive in Brazil. This is very healthy and fundamental for our growth in the country. And what I ask is that, now, on January 31st, we are launching the Redmi Note 13 series in Latin America, watch our event, it will be very cool and cool. If you can, buy the device. Especially because on launch day, we will have gifts along with the smartphones that will be sold. Xiaomi is a brand that has always wanted to be close to the public. If you want, talk to us, write on social media, send a message. We always, as much as possible, pay attention. And really, we will continue working to deliver even better devices, honestly and with real cost-benefit for you.”

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