Xiaomi aims to improve camera quality with new in-house division

Xiaomi aims to improve camera quality with new in-house division
Xiaomi appears to be have created a new in-house camera division. The Chinese brand doesn’t necessarily have the best reputation when it comes to its smartphone cameras, although recent efforts such as the Xiaomi Mi Mix 2s have shown significant improvements. Anyhow, in a bid to finally achieve flagship quality results, the company appears to have created a new in-house camera division.

In an internal email sent out by Xiaomi’s CEO Lei Jun, the executive can be seen discussing the creation of the new department. In fact, smartphone photography looks set to become a top priority for the low-cost brand due to the increasing importance among consumers. Because of this, the newly-created camera division will focus on ensuring all major releases have high-quality cameras that will attract consumer interest.

Now, it’s unclear when the first products developed in partnership with this division will see the light of day, but the fact that the email in question has only just been sent out suggests that the division is still relatively new, thus meaning it has most probably not been able to develop the camera on the company’s next flagship, the Mi 7, which is due to be announced this month. Nevertheless, going forward, consumers will likely see a huge improvement in the company’s smartphone cameras, perhaps in time for the brand’s eventual launch in the US, which is set for late 2018 or early 2019.

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20 Comments

1. pokharkarsaga

Posts: 544; Member since: Feb 23, 2012

Xiaomi is gonna rule very soon.Making of a Giant.

8. CreeDiddy

Posts: 2020; Member since: Nov 04, 2011

Not unless they can sell within the US. Without a US Market they are stagnate. Plus Android is not a platform to sustain and maintain high margins. They can only sustain growth on handsets with low margin, but they will have issues capitalizing on user services to help build customer retention. This is where Apple is shifting their focus now. Samsung has

11. worldpeace

Posts: 3033; Member since: Apr 15, 2016

Why bother entering US? 95% of this world population live outside US anyway..

13. Tziggy14

Posts: 611; Member since: Sep 02, 2014

Because America is where the largest concentration of customers buying expensive high end phones are.

16. Marcwand3l

Posts: 370; Member since: May 08, 2017

Xiaomi doesn't sell expensive phones anyway.

17. Marcwand3l

Posts: 370; Member since: May 08, 2017

Xiaomi doesn't sell expensive phones anyway.

19. TheOracle1

Posts: 1750; Member since: May 04, 2015

Huawei would disagree with you on that. The US would push them much further but it certainly won't stop their growth. China, India and Southeast Asia are the future.

2. Papa_Ji

Posts: 758; Member since: Jun 27, 2016

9. Martin_Cooper

Posts: 1774; Member since: Jul 30, 2013

Cause of the sony sensors. No way they are going to surpass a sony sensor. A company with 0 photography background.

10. Papa_Ji

Posts: 758; Member since: Jun 27, 2016

For you Xiaomi is a company with 0 mobile background. Still they are...No 4 smartphone seller in the world. This is big number considering there very limited availability.https://m.youtube.com/watch?v=yEN4Ikdk6n8

3. TechSceptic

Posts: 1156; Member since: Feb 05, 2018

This is a great time to start something like this up, as they're starting to head into the European market, which means you're going to need something unique to make your smartphones attractive to European consumers, and a good camera at an affordable price would definitely help.

4. Cat97

Posts: 1605; Member since: Mar 02, 2017

Just add a high-quality OIS lens and mechanism. Job done. Any sensor output will improve dramatically. Look at LG with the G6, V30, G7. They are using the cheapest 1um sensors but they have OIS and this way they stay on top of the game.

7. Humanoid

Posts: 1226; Member since: Dec 11, 2017

Xiaomi uses better sensors than LG already.

12. Cat97

Posts: 1605; Member since: Mar 02, 2017

And yet, their pictures are way worse than LG...

18. Marcwand3l

Posts: 370; Member since: May 08, 2017

No they are not.

5. Ciro1900

Posts: 591; Member since: Dec 17, 2017

More money for fake dxomark, it's cheaper to buy scores

6. Humanoid

Posts: 1226; Member since: Dec 11, 2017

Other should do the same, not use low resolution just because it is easier to hide the noise when you crop. I dare them keep same quality using 20, 30 MP..

14. TypicalGeek

Posts: 204; Member since: Feb 19, 2015

I think the most cost effective way is to buy out DXOmark. Ask, Huawei. It seems to be working well for them.

15. carlm21

Posts: 32; Member since: May 07, 2018

nice omne

20. jim262

Posts: 12; Member since: Jul 07, 2017

When you dominate in China, India, Europe, the US market is merely icing on the cake. Whether they make it here in the US won't be as crucial to them as it was to LeEco and ZTE. It is already one of the largest manufacturers in the world.

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