Published: Thu, May 03, 2018
Research | By Wilma Wheeler

Xiaomi launches Mi Music and Mi Video Apps in India

Xiaomi launches Mi Music and Mi Video Apps in India

An impressive feature provided by Mi Music will be the Dynamic Lyrics, using which users will be able to enjoy songs in "karaoke" style.

The tech giant, which is also the number one smartphone brand in India, has promised to roll-out personalised recommendations with future updates. At the event, Xiaomi took to the stage to announce the launch of new streaming partnerships for its Mi Music and Mi Video services. With the content of both Mi Music and Mi Video restricted to Xiaomi devices, it will be interesting to see how the Chinese smartphone maker will stand up to its more open-ended global counterparts.

Xiaomi's diversification from a pureplay products company to an integrated products-and-services one was nearly inevitable, given the success it has had in India.

Mi Video was the default video player, but it now gets the content integration.

The company's introduction of music and video streaming services in India indicates that Xiaomi has finally started working on its primary product, which is software. The Mi music users will be able to listen to the 10 million free songs, although the users have to pay for downloading songs and the monthly subscription will be for Rs 99/months and Rs 899/year.

Meanwhile, Mi Video is Xiaomi's pre-installed video app, which provides integrated video streaming across platforms.

Mi Videos will offer more than 500,000 hours of content and almost 80 per cent of it will be free. The Mi Video app will support formats such as AVI, MP$, MOV, MKV, MKA, MPEG and M2TS.

Initially, Xiaomi's Mi Music package will come with Hungama Music, South Asia's largest digital entertainment organization with more than 400 content partners across geographies and languages. It also supports multi-lingual subtitles, multiple audio tracks, and private folders.

Roy also announced that in the coming months, Hungama will bring more exciting features including gamification and continue to build on the rich user experience. Notably, the Mi Pop event organised today was the second such event in India, with the first one organised back in 2016.

Xiaomi, it seems, is now in a position to do just that in India as well.

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