Xiaomi debuts new sub-brand POCO to deliver performance that matters

 POCO, a new sub-brand from global technology leader Xiaomi, made its debut today with a mission to deliver performance that truly matters. Created by a highly-experienced team within Xiaomi, POCO seeks to redefine the smartphone experience by offering the ultimate performance with no frills. The brand’s mission is encapsulated in its very first smartphone unveiled today, POCO F1, which offers  an  unbelievably  fluid  and  powerful  experience  like  no  other.  It  features  the  flagship Qualcomm®  Snapdragon™ 845 platform,  the  industry-leading  LiquidCool  Technology  cooling system, up to 8GB RAM and 256GB UFS 2.1 storage, and a long-lasting 4000mAh battery. The new powerhouse will be available at an irresistible price tag, echoing Xiaomi’s mission to make amazing products available to everyone at honest pricing. It will hit the shelves in India on 29 August starting at INR 20,999, and roll out around the world gradually.


Jai  Mani,  Head  of  Product,  POCO  Global,  said:  “POCO  stands  for  ‘a  little’—we  believe  in starting small but dreaming big. As a small outfit within Xiaomi, POCO has the freedom to start from scratch, zeroing in on the product choices and technologies that matter. This is why we have created a smartphone that delivers unbelievable performance, focusing on the core innovations that truly matter, which we believe will resonate with tech enthusiasts.”


POCO F1 is a dream come true for power users, who can enjoy gaming at high frame rates and use intensive applications without worrying about slowdowns resulting from overheating. This is thanks  to  the  powerful  Qualcomm®  Snapdragon™  845  SoC  paired  with  the  highly efficient LiquidCool  Technology  cooling  system,  enabling  it  to  deliver  sustained  peak performance  for extended  periods.  Internal  testing shows  that  this  system  is  300%  more  effective  than conventional, non-liquid cooling solutions as it allows heat from the CPU to dissipate quickly. Moreover, POCO F1 features a 4000mAh battery that can sustain 8 hours of non-stop gaming. Coupled with up to 8GB LPDDR4x DRAM and super-fast 256GB UFS 2.1 storage, POCO F1 easily achieves an AnTuTu score that exceeds 290,000.


POCO F1 churns out gorgeous images with its AI dual camera consisting of a 12MP Sony IMX363 primary sensor with Dual Pixel Autofocus, together delivering amazing photos even in low light and backlit scenarios.On the front, POCO F1 deploys a 20MP sensor featuring Super Pixel technology that combines the information of four pixels into one large 1.8µm pixel for clearer images with less noise. Both the  rear  and  front cameras  are  supported  by  AI  features  for  photos,  such  as  AI  Portrait,  AI Beautify, and AI Scene Detection. POCO F1 also comes with an infrared illuminator and infrared camera on the front, allowing the AI face unlock feature to securely unlock the device both in pitch-dark conditions as well as in bright daylight.


To fully unleash the performance beast, MIUI has been deeply customized on POCO F1 for a lighter, faster, and smoother experience. Introducing a system optimization feature called “turbocharged engine”, POCO F1 delivers faster app  startups,  faster  gaming  performance, as  well  as  a  faster  swiping  experience  due  to enhancements in the screen response and animation frame rate. With  a  new  POCO Launcher,  POCO  F1  comes  with  an  app  drawer  that  can  automatically categorize apps, helping users finds apps easily. In India, MIUI for POCO incorporates taxi, music, and video streaming services for an even more robust user experience. Based on Android 8.1 Oreo, MIUI for POCO also prioritizes security with regular patches and updates from Google. It will receive the Android P update in the near future.


POCO F1 is also available with polycarbonate backs in Graphite Black, Steel Blue, and Rosso Red.  POCO  F1  will  retail  at  INR  20,999,  INR 23,999,  and  INR  28,999  for  the  6GB+64GB, 6GB+128GB,   and   8GB+256GB   respectively.   The   Armoured   Edition   comes   in   a   single 8GB+256GB configuration and will retail at INR 29,999. POCO F1 will go on sale on mi.com and Flipkart on 29th August 2018, starting 12 PM. POCO  F1  also  brings  a  first  sale  offer  with  HDFC  Bank  which  extends  a  INR  1000  instant cashback to all HDFC credit and debit card holders. This will essentially bring down the price of POCO F1 to INR 19,999, INR 22,999, and INR 27,999 for the 6GB+64GB, 6GB+128GB, and 8GB+256GB respectively,  and Armoured  Edition to  INR 28,999  for the  first  sale.  This makes POCO F1 the world’s only Qualcomm® Snapdragon™ 845 smartphone under INR 20,000. POCO F1 also has an incredible JIO offer with up to INR 8000 worth of benefits and 6TB of high speed data.

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