After seeing the Chinese smartphone market plateaux, Xiaomi has signalled its intent to drive growth in international markets by launching its flagship Mi 5 smartphone at Mobile World Congress in Barcelona.
The convention in Spain is Xiaomi's first European media event, as it starts to build its brand in the West, following explosive growth in its home market of China and surrounding Asian countries.
First impressions suggest that it has given itself every chance of turning the heads of Western consumers, with one observer saying the Mi 5 is "definitely worthy of rubbing shoulders with the likes of the LG G5 or the Samsung Galaxy S7".
That indicates the Mi5 is a significant step-up from its predecessor the Mi4. It has a 5.15-inch full HD display with extremely thin bezels, a fingerprint sensor on the front, a Snapdragon 820 processor, 4 GB of RAM, NFC, Qualcomm Quick Charge and a 3,000 mAh battery.
The Verge notes that it resembles last year's Mi Note and Samsung's Galaxy devices, with a metal frame front and rear glass panels.
Weighing in at an impressive 129 grams, the Mi5 boasts a 16-megapixel camera with a Sony IMX298 sensor that shoots 4K video and has optical image stabilization with four axis' to reduce overall shake.
Xiaomi was also keen to point out its 4-megapixel front-facing camera, which it says is incorporated with Qualcomm's "best new" sensor.
The Mi 5 will come with up to 128GB of onboard flash storage, though the company didn't specify the specific sizes available.
Xiaomi's vice president Hugo Barra suggested that its new device has a couple of obvious advantages over Apple and Samsung – namely a more space-efficient fingerprint sensor and a camera that sits flush in the back of the phone. Time will tell whether that will prove enough for Samsung and Apple users to jump ship.