Xiaomi Sets Sights on Sapphire Substrate for Smartphone Display Screens

The sapphire substrate industry is booming due to growing non-LED application demands. Tooted as having the potential to eliminate cracks and scratches, many electronic device manufacturers have been shifting their focus from glass to sapphire substrate over the past few years. A player looking into the sapphire substrate market has recently emerged.

Xiaomi, often referred to as the Chinese equivalent of Apple, has begun to show interest in adopting sapphire substrate into the display screens of their smartphones. The company plans to incorporate sapphire substrate into their new model starting in 3Q14 till 4Q14. They have already started preparing inventory.

Although not yet a global name, Xiaomi is one of the fastest growing smartphone manufacturers in China. This year, two Xiaomi smartphones – the MI 3 and Hongmi - have already made their way onto the world’s ten best-selling smartphone list, according to a China Times report. The company’s success lies in their low price strategy, according to a researcher from Hong Kong-based Counterpoint Technology Market Research. Xiaomi’s two smartphones are significantly lower than Apple’s cheapest, with almost a US $400 price difference between them. The company’s MI 3 is priced at US $330 and Hongmi at US $130 while the iPhone 5C sells for a hefty US $720. 

Xiaomi’s low price strategy could spell trouble for smartphone heavy weights such as Apple and Samsung, especially if the company is able to keep prices affordable while incorporating sapphire substrate. 

 

(Author: Leah Allen, Editor/Translator, LEDinside)

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