Brand launches Xiaomi 14T that features Leica lenses and advanced AI with a focus on communication at the point of sale
Xiaomi officially launched the Xiaomi 14T model with Leica lenses in Brazil. The new product was developed thinking mainly about photography quality to offer users clear photos during the day and night, in addition to having advanced artificial intelligence. “We know Brazil very well, since we arrived in 2019, so we created strategies according to each channel and, for example, we only brought the Xiaomi 14T in just one memory configuration, because Brazil wants this specification. We work in a more conservative, but with a lot of research. And in marketing we work with the same strategy”, says Luciano Barbosa, head of operations at DL, official distributor of Xiaomi in Brazil.
The brand’s strategy for launching in Brazil will focus on the point of sale. “Although the pandemic has highlighted online retail, physical retail is very strong for us”, highlights Barbosa. The stores will offer a complete view of the brand’s smartphone models, but the highlight will be the Xiaomi 14T and some attributes of the new product. “We will have promotional materials for the partnership with Leica at the point of sale and a tower demonstrating the product, in addition to highlighting the Xiaomi 14T on salespeople’s uniforms”, says Luciano.
Content creators will also be part of the brand’s communication strategy. “They are the people who experience the devices the most and can see the quality of the images and the product as a whole, in addition to sharing this with consumers. Our biggest goal is for Brazilians to get to know Xiaomi and know about the quality” , emphasizes the executive.
With differentiated low-light features, the new smartphone is capable of improving dynamic range and reducing noise. The Xiaomi 14T supports the UltraHDR format, enhancing the HDR experience, as well as offering cinematic video capture with movie mode. It is the brand’s first smartphone to arrive in Brazil with a set of Leica lenses.
“Xiaomi’s partnership with Leica is global and has been going on for a while, but it was not present in Latin America yet. We combined Xiaomi’s technology with Leica’s for this launch in a global strategy to demonstrate the product’s potential through of a co-creation, since the lenses were created specifically for the Xiaomi 14T”, explains Barbosa.
In addition, the new smartphone has advanced artificial intelligence capabilities in search, voice, text, image and video. The Xiaomi 14T is also equipped with the Google Gemini app, and AI Interpreter, AI Notes, and AI Recorder assist users with speech-to-text transcription, speaker recognition, and quick summaries and real-time translations.
AI Image Editing expands images, AI Eraser Pro removes unwanted elements, AI Film makes it easy to create cinematic short videos, and AI Portrait generates personalized avatars.
Users also get 100GB of Google One cloud storage for six months and three months of YouTube Premium with ad-free access to YouTube and YouTube Music.
