Partnering with Germany’s Leica and USA’s Google Gemini: What is China’s Xiaomi up to?

Chinese smartphone giant Xiaomi is deepening its global strategy by partnering with Europe’s Leica - known for producing high-quality cameras - and America’s Google Gemini, an artificial intelligence (AI) assistant. Industry experts describe the move as an effort to strengthen its “challenger” status in the global smartphone market. During the launch of the new Xiaomi 15T series, Terrence Xiao, Senior Product Marketing Manager at Xiaomi International, said while business expansion was important, the company’s immediate focus with such collaborations was user experience. “As a business we are always trying to increase our market share,” Xiao responded to a Business Recorder query at a media briefing following the launch of the 15T series held recently in Munich, Germany.