Xiaomi makes SA comeback

T14: BRINGS THE BRAND FULLY INTO MOBILE AI ARENA

- Arthur Goldstuck

It's a brand that keeps arriving, but the new device promises staying power. Xiaomi has made a massive global impact, but seems to stall every time it arrives in South Africa.

A combination of imported cheap (read "online") distribution strategies and ignoring public relations meant that it was more of a tourist on a temporary visa than a resident with long-term intentions.

With the new T14 smartphone, Xiaomi appears to have upgraded its act from economy to business class.

A strong operator-based distribution strategy and both a retail and marketing presence on the ground gives the brand its best shot yet at taking on the South African market.

What is it?

At first sight, it looks like a mid-range device, almost indistinguishable from a lower-end Tecno device. However, the triple-camera array on the back and the specs on the inside belie this impression.

The AMOLED 6.67-inch CrystalRes display boasts an astonishing 144Hz refresh rate, which makes it one of the most responsive screens on the market.