Xiaomi and Leica Partnership Is Here to Stay

Xiaomi and Leica got here collectively to work on smartphone cameras in 2022. It appeared like an ideal marriage the place Xiaomi aimed to get some pie from the premium phase whereas Leica, the legendary digicam maker, was getting inroads to work on smartphone cameras. Think about an iconic digicam maker now working with a smartphone producer to suit all of the digicam prowess right into a compact issue, smaller than a point-and-shoot.

They managed it, and Xiaomi 12S Ultra was the primary product below this collaboration. They did not cease, and the partnership subsequent noticed the Xiaomi Mix Fold 2, Xiaomi 13 collection, Xiaomi 13 Ultra, Xiaomi Mix Fold 3, and Xiaomi 13T collection. Of all of the talked about units, solely the Xiaomi 13 Pro made it to the Indian market. This yr, the duo returns with one other collaboration – the Xiaomi 14 – which we talked about lately in our first impressions. Keep tuned for our in-depth evaluate of the Xiaomi 14, launching in India on March 7 and can be priced below Rs. 75,000. However on this story, we are going to speak about 5 key highlights of this partnership that each manufacturers simply touched upon. 

XiaomixLeica: Is that this an unique partnership? 

Sure and no. The Xiaomi and Leica partnership is unique globally besides within the Japanese market. Since 2020, Leica has been working with Sharp to co-develop premium smartphones, combining software program and {hardware} experience below the Leitz model. The primary smartphone launch below the Sharp and Leica partnership occurred in 2021 because the Leitz Cellphone 1 in Japan. Each firms additionally launched the Leitz Cellphone 2 in 2022. This is similar yr Xiaomi and Leica joined fingers to co-develop telephones and put the Leica brand on Xiaomi telephones. Lengthy factor brief, solely Xiaomi telephones will sport Leica branding on telephones globally besides the Japanese market till the unique partnership with Xiaomi ends. 

Picture: Xiaomi India and Leica executives posing for {a photograph} in Wetzlar (Germany)

XiaomixLeica: Not only a advertising and marketing partnership

A advertising and marketing gimmick! Smartphone manufacturers partnering with an knowledgeable model is a superb advertising and marketing software, nevertheless it solely generally works. We’ve got seen a Chinese language smartphone model partnering with one other legendary digicam model. Nonetheless, the merchandise don’t present the finesse we anticipate from units tuned by such digicam knowledgeable manufacturers, leaving us pondering, “Is that this a advertising and marketing deal?” Effectively, not with Xiaomi and Leica’s partnership. Whereas visiting the Leica services in Wetzlar, Germany, each firms pressured that this isn’t a advertising and marketing marketing campaign however might be examined on the bottom to see outcomes. 

XiaomixLeica: {Hardware} choice

Into the third yr of collaboration and for the primary time, each manufacturers got here out with minute particulars of how intently Xiaomi and Leica work. Kay Plaetke, Technique & Enterprise Improvement Supervisor Cellular at Leica, talked about how the digicam model has the ultimate say on the picture high quality shot by the brand new smartphone developed in affiliation with Xiaomi. Moreover, each firms determine on the {hardware} for a smartphone, which exhibits how precisely integration is meant to work. The {hardware} choice begins from the chipset and goes all the way in which to the digicam sensors. Thus making certain the best high quality is maintained. 

XiaomixLeica: Devoted groups

Kay Plaetke and Julian Burczyk, Head of Product Administration Cellular at Leica, additionally talked about devoted groups engaged on the collaboration. Leica executives confirmed that there are about 25 staff from their aspect working intently with the Xiaomi workforce for these telephones. 

XiaomixLeica: Coming to extra telephones

As anticipated, the Xiaomi and Leica partnership is right here to remain, which means we are going to see extra telephones with Leica branding. Leica executives talked about how this partnership enabled costs to be introduced beneath $1000 (roughly Rs. 83,000), which wasn’t attainable earlier. We’ve got used the Xiaomi 13 Professional and the Xiaomi 14 (read our first impressions here), which have wonderful cameras, making the complete package deal appear worthy. 

Disclosure: Xiaomi sponsored flights for the author for Wetzlar (Germany) and Cellular World Congress 2024.

Is the Samsung Galaxy Z Flip 5 the most effective foldable telephone you should purchase in India proper now? We focus on the corporate’s new clamshell-style foldable handset on the most recent episode of Orbital, the Devices 360 podcast. Orbital is on the market on Spotify, Gaana, JioSaavn, Google Podcasts, Apple Podcasts, Amazon Music and wherever you get your podcasts.