Xiaomi unveils sub-brand in handset battle

A new sub-brand for overseas users is expected to help Chinese smartphone giant Xiaomi Corp better compete with rivals such as Samsung Electronics Co Ltd in the premium segment, analysts said on Tuesday.

The comments came as Xiaomi is set to unveil its first handset branded as Pocophone in India on Wednesday. It is part of the Beijing-based company's broader push to boost its popularity among foreign consumers.

Fu Liang, an independent analyst who has been following the telecom industry for more than a decade, said the Pocophone brand is highly likely to feature top-level devices, in order to differentiate it from its existing Mi brand.