POCO, the independent smartphone brand under Xiaomi that’s famous for its value for money smartphones, has announced that it is shutting down its global website, but this isn’t the end of the brand though, as it will continue to support current POCO smartphone customers and sell its products through Mi.com.
While POCO has not mentioned the reason for this change, this could mean a new product and branding strategy that will soon be initiated by parent company Xiaomi, this is expected considering we have seen recent POCO smartphones being rebadged Redmi phones with a difference in case design, the brand’s products also hasn’t been as aggressive as Xiaomi’s Redmi Note series as before, so it naturally makes sense for the brand to rejoin Xiaomi with a different brand positioning.
Over the years, we have seen Xiaomi smartphones being split into many sub brands, the POCO brand has a rather conflicting strategy with Redmi as these brands are always seen fighting for features and value, while Black Shark is the company’s gaming start up brand, which now hasn’t seen a smartphone release for two years but now only releases budget smartwatches.
For POCO customers in Malaysia, you don’t need to worry about this change as product support for POCO products are still provided by Xiaomi Malaysia.
Read more about the change here.