Xiaomi has always held the cameras in its phones on a pedestal and superior photography experience is one of the key selling points for mid-range devices such as the Redmi Note 5 Pro and the recently launched Redmi S2, which is also expected to arrive in India soon. The truth is that while Xiaomi’s smartphones have quite capable cameras performers, there’s some catching up to do in terms of bigger brands such as Samsung, iPhone or Google Pixel. It’s looking to change that by establishing an in-house camera division.
According to an internal email sent by Xiaomi chief, Lei Jun, the company is planning to establish an in-house camera department that will do research in the area of imaging technology and help in enhancing the camera output of Xiaomi’s devices.
In the email, which was leaked, Jun spoke of the importance of superior camera performance, as it has slowly become a key parameter in the buying decision. Establishing an in-house imaging division is one way to work towards the goal of designing smartphones that offer an unrivaled photography experience.
At this point, it is not clear when Xiaomi’s in-house camera department will become operational, and there is no information regarding the people who will lead the division. An in-house imaging department is one of the key steps that could give Xiaomi an edge over its competitors such as Honor, Oppo and Vivo, which are also launching competitively priced smartphones that promise a superior camera experience, and this could be a key area of battle in the mid-range segment.