Mi 11 Ultra is set to launch in India with a starting price of over Rs. 70,000, Gadgets 360 has learnt. The new smartphone debuted in China alongside the Mi 11 Pro, Mi 11 Pro, and the Mi 11 Lite 5G earlier this week. The Mi 11 Ultra also received a global announcement shortly after its China debut. Xiaomi has offered features including a 50-megapixel primary Samsung GN2 camera sensor, 2K AMOLED display, secondary display at the back, and Qualcomm‘s Snapdragon 888 SoC on the Mi 11 Ultra to make a compelling flagship.
A person familiar with the development told Gadgets 360 that the Mi 11 Ultra will be available for purchase in the Indian market with an initial price tag of over Rs. 70,000. This will be the most expensive price tag that Xiaomi has put on a smartphone since its arrival in the country back in July 2014.
The Chinese company has already started promoting the launch of the Mi 11 Ultra as a ‘Superphone’ debut to set the pitch ahead of its official announcement.
Prabhu Ram, Head of Industry Intelligence Group at market research firm CyberMedia Research (CMR) said that Xiaomi would need to ramp-up its brand awareness and leverage its value-for-money appeal in the hyper-competitive premium smartphone segment to move ahead with a model like the Mi 11 Ultra.
“Xiaomi has packed all the attractive top-of-the-line flagship specs, including the camera, in its upcoming Mi 11 Ultra,” he told Gadgets 360. “While It is a strong premium product offering, Xiaomi needs to back it with attractive pricing, coupled with strong go-to-market and channel strategy.”
Although Xiaomi has continued to lead the smartphone market in India for the last few quarters, the company has so far gained popularity for its affordable smartphones.