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We recently got to interview POCO Head of Product Marketing Angus Ng discusses the brand’s journey, strategic positioning within the Xiaomi ecosystem, and its bold move into the premium segment with the new F7 Ultra. The conversation provides insight into POCO’s decision-making process, market strategy, and future direction as the brand continues to evolve while maintaining its performance-first philosophy.
POCO and Xiaomi: A Strategic Relationship
Since its inception in 2018, POCO has maintained a close relationship with the Xiaomi Group, sharing resources between product and R&D teams while operating under the same umbrella for marketing and sales. However, POCO has carved out a distinct identity with its online-focused strategy.
“One of the key differences in POCO’s positioning is that we’re much more focused on online,” Ng explains. “If you’ve been to Xiaomi stores in your cities, you’ll probably notice that POCO devices aren’t usually there and that’s intentional. Our strategy is really to take the crown when it comes to online e-commerce platforms.”
This approach harkens back to the mobile space a decade ago, with brands launching online-first to offer competitive pricing and exceptional value. Ng emphasizes that delivering “amazing bang for the buck” remains central to POCO’s mission.
Balancing Performance and Camera Capabilities
While POCO has historically prioritized performance, Ng acknowledges the brand has made significant strides in improving camera capabilities over the past year. Though the F6 Pro demonstrated enhanced photographic abilities, Ng admits that certain camera features still have room for improvement.
“As you mentioned, phones like the Samsung Ultra or Vivo Ultra spend a lot of time and resources on R&D for their cameras, and that’s something we’re looking to catch up on gradually over the next few years,” Ng states. He welcomes feedback on camera performance, indicating that while the camera is “no longer a weakness,” performance remains POCO’s primary focus.
“Ultimately, performance, especially in terms of gaming, multitasking, data usage, and longevity, will always be our focus. We want to provide all our users with a solid four-year experience,” Ng affirms.
Design Challenges and Cost Considerations
When discussing the distinctive yet softer yellow color of POCO’s latest devices compared to previous models, Ng highlights the challenges of color reproduction with matte finishes. “Yellow is a really tough color to get right, especially with a matte finish. It tends to reflect light in a way that makes it appear shallower or softer,” he explains.
Ng candidly addresses how cost considerations influence these design decisions: “To be blunt, cost is a huge factor for us, and that’s how we manage to keep prices in check. So, yes, compromises will be made, but we’ll do our best to continue the yellow tradition.”
The Strategic Shift to Ultra
This year marks POCO’s first venture into the Ultra segment, a move that represents the culmination of years of brand building. Ng reveals that the decision to introduce an Ultra model came after the successful reception of the F5 Pro and F6 Pro.
“I think it was time for us to bring something new to the table,” Ng says. “It took us a few years to build up brand credibility and just get our name out there first. I think the success of the F5 Pro and F6 Pro really gave us the confidence this year to try launching the Ultra, to go a bit more premium, be a little more expensive, and compete in a segment that… well, I can’t say we’re 100% there yet, but we’re getting close.”
The F7 Ultra introduces POCO’s first-ever floating telephoto lens, demonstrating the brand’s commitment to advancing in areas beyond raw performance. However, this focus on the telephoto capability came at the expense of other features, such as the front camera.
Market Responsiveness and Future Plans
A noteworthy aspect of POCO’s approach is its flexibility and responsiveness to market feedback. Unlike more established brands, POCO isn’t afraid to make significant changes based on user reception.
“We’re very flexible with change,” Ng emphasizes. “For example, if you guys don’t like today’s Ultra, we could decide next week not to release an Ultra next year. It’s something we’re always looking at based on feedback from both you guys and our users.”
Regarding future accessories, Ng indicates that while POCO isn’t currently planning to release its own line of peripherals, partnerships with other brands for exclusive POCO-compatible accessories could be on the horizon.
Technical Innovation: Super-Resolution and Smart Frame Rate
The interview also touched on POCO’s technical innovations, particularly the super-resolution feature available on the F7 Ultra. Ng explains that while this feature works only with Genshin Impact on the Pro model, the Ultra version supports it across all applications and games.
“When it comes to smart frame rate, we’re using our own in-house hardware control combined with model optimization,” Ng details. “Basically, what we do is manually push the frame rate up to 120, even if the game is originally running at 60. That’s achieved by using an AI algorithm to generate additional frames on the fly as the game is running.”
POCO’s Naming Strategy
Addressing the evolution of POCO’s product naming convention, Ng provided historical context. The “Pro” designation was first introduced with the F2 Pro featuring the Snapdragon 865, largely due to the higher price necessitated by Qualcomm’s premium chipset at the time.
In recent years, POCO has strategically used what Ng calls “N-1 chipsets” – processors one generation behind the latest – to maintain performance while keeping costs manageable. “Through market research, we found that people were still willing to buy flagship smartphones even if they were slightly older,” he explains.
As POCO continues to navigate the competitive smartphone landscape, its clear focus on performance-driven devices, strategic online presence, and responsive approach to market feedback positions the brand for continued growth in its target segments. The introduction of the F7 Ultra signals not just a new product, but potentially a new chapter in POCO’s evolution.
