…A New Era of Mobile Imaging Begins in July.
Xiaomi and Leica share the same ideas regarding mobile imaging. Both companies are eager to continuously explore the optical performance and photographic experience in the mobile imaging era through extreme technological breakthroughs and aesthetic pursuits.Xiaomi, the world's leading consumer electronics and smart
manufacturing company, and Leica Camera, whose legendary reputation is based on
a long tradition of excellent quality, innovative technologies and German
craftsmanship, officially announce their strategic cooperation in terms of
mobile imaging. The first imaging flagship smartphone jointly developed by the
two companies will be officially launched in July this year.
Founded in 2010, Xiaomi is currently the world's
third-largest smartphone manufacturer. Since its establishment 12 years ago,
Xiaomi has always practiced the mission of 'relentlessly building amazing
products with honest prices to let everyone in the world enjoy a better life
through innovative technology', its smartphones and other products are sold in more
than 100 countries and regions around the world.
With strong R&D strength and continuous long-term
investment in technology, Xiaomi has become an important leader in
technological innovation in the fields of consumer electronics and smart
manufacturing. And in the field of imaging, based on its long-term technical
accumulation in lens optics, chips, algorithms, etc., as well as its deep
understanding of mobile photography, Xiaomi provides extraordinary photography
experiences including portraits, night scenes, and snapshots.
For over 100 years, Leica Camera has been creating
lightweight cameras favored by street photographer pioneers and world-class
optical lenses, fulfilling the passions of its community. With ingenious
optical engineering and formidable craftsmanship, Leica cameras, recognizable
by their ‘red dot’ branding, are German engineering at its best, and continue
to attract new generations of consumers who aspire to achieve “the Leica image
look” and own these masterpieces of design. In addition to making
precision-crafted masterpieces, Leica attracts well-known photographers and
emerging new talents around the world.
Xiaomi and Leica share the same ideas regarding mobile
imaging. Both companies are eager to continuously explore the optical performance
and photographic experience in the mobile imaging era through extreme
technological breakthroughs and aesthetic pursuits.
"Xiaomi focuses on creating the ultimate user
experience, and has always hoped to explore the capabilities of smartphone photography
to the extreme. Xiaomi and Leica agree with each other's pursuits and ideas and
appreciate each other's advantages and industry. This cooperation will provide
a strong boost to Xiaomi's imaging strategy. During the cooperation, from
optical design to tuning aesthetic orientations, the innovative technologies,
product philosophies and imaging preferences of both parties have experienced
unprecedented in-depth collision and fusion." says Lei Jun, founder,
chairman and CEO of Xiaomi Group.
"It is an honor to announce the long-term strategic
cooperation with Xiaomi today. Leica and Xiaomi are both global premium brands
and during this unprecedented deep cooperation process, both parties have
successively worked on the goal of providing customers a new era of mobile
photography.
We are convinced that the first jointly developed imaging
flagship smartphone makes the pioneering progress of both companies visible. We
will provide consumers in the field of mobile photography exceptional image
quality, classic Leica aesthetics, unrestricted creativity, and will open a new
era of mobile imaging." adds Matthias Harsch, CEO of Leica Camera AG.