Xiaomi - Germany market entry marketing strategy - MBA, HULT International Business School

How Xiaomi could win in Germany
Friedrich Arnold | Marina | March 1st 2015

XIAOMI | International Marketing
Company Profile
2
1 Source [13]; 2 Source [18] picture source: http://www.mi.com/en/founder/
In 2015 Xiaomi is determined to face the competition with the following priorities1:
1. Product and service. Focus on product innovation, further improve consumer
relationship, continue producing high-quality, high-performance devices with great user
experience.
2. Ecosystem. Continue to work with more partners to create a strong and open
ecosystem moving forward.
3. Go global. This year, Xiaomi will enter more overseas markets. We believe everyone in
the world would appreciate the opportunity to enjoy technology innovation. Thus we
remain fully committed to our global business.
Bin Lin
Co-founder, President
About Xiaomi2 Key Facts1
» Founded in 2010, privately held
» Chinese market leader in the smartphone
category since 2013
» Xiaomi‘s primary smartphone brand is the MI
phone
» The majority of the firm‘s sales are done online
» Other products include: Tablets, smart home
» Phones sold in 2014: 61.12 MM (+227% yoy)
» Revenue 2014: RMB 74.3bn (+135% yoy)
» No. 1 mobile phone manufacturer in China
» Latest funding round: US$1.1bn at valuation of
US$45bn
 World‘s most valuable tech-startup in Q1 2015

Executive Summary
» The strategic opportunity for Xiaomi in the German smartphone category is to
gain 5% market share by Q1 2016
» Critical Strategic Insight: This opportunity arose from Xiaomi’s critical ecosystem
of competitive advantages enabling the manufacturer to create superior value to
German consumers for a lower price than the current market leader, Samsung.
» Strategic Alternatives:
1. Do not enter the German smartphone category
2. Enter the German smartphone category
» Recommendation:
Enter the German market, invest RMB 59 MM upfront to breakeven during the
2015 Christmas sales and achieve a 5% market share by Q1 2016
3

Competing in the German smartphone category requires an
offensive strategy that fits to a mature and saturated market
Category
4
See Exhibit 1 for forecast of smartphone sales in Germany
Smartphone category, Germany, y2014, MM units
The smartphone category is highly
developed (MDI of 92%) due to the high
penetration (102% of households).
159
24
2
Unmet Market Potential Category Demand New Penetration 2nd purchases
Secondary purchases (renewal, 2nd
device) dominate the demand with 63%
making it the main target for sellers of
smartphones.

The market attractiveness of the German smartphone
category is medium to low
Industry Analysis
5
1 Source [1]
Suppliers’
bargaining
power
Risk of new
Entrants
Buyers’
Bargaining
Power
Competitive
Rivalry
Risk of
Substitutes
» No systematically high influence of suppliers of
parts (mostly Asian low-cost manufacturers)
» Some suppliers own critical IP (e.g. Samsung)
Explanation Mitigation Strategy
» N.A.
» Samsung, Apple, and others compete in an
increasingly fragmented market
» Create sustainable competitive advantage
» Create, communicate and capture real value to
the consumers
» 70% of smartphones are sold through the
network carriers’ contracts1 – Therefore, the
major three carriers have high bargaining power
» Sell directly to consumers
» Partner with many smaller retail partners to
substitute the powerful one
» Generic barriers of entry (technology, supply
chain)
» EU-specific barriers (e.g. CE certification)
» Identify and overcome EU-specific entry barriers
» Next generation of wearable computers might
substitute smartphones
(e.g. Apple Watch, Google Glass)
» Focus on achieving profitability in the short-term
instead of pursuing riskier projects

If Xiaomi wants to step out of the fragmented and highly
competitive mainstream market, it first has to beat Huawei
Competitive Landscape
6
1 Based on growth of market share in mobile phone category 2012-2013, see Exhibit 2; Source [1]
Samsung Sony HuaweiApple
Rel. Market
Share (y2013)
Sales Vol.
(y2013, MM EUR)
Growth
Trend1
» 2.02x
» 2,888
» 0.49x
» 1,427
» 0.35x
» 600
» 0.13x
» 375
Other brands w/o
significant market
share and growth:
» Nokia
» LG
» Motorola
» ZTE
» HTC
» Blackberry
The German smartphone market is dominated by Samsung that developed a lead in front of
Apple. Other brands compete for relatively low market shares with high risk of new entrants
(e.g. Huawei).

Xiaomi‘s flagship product‘s competitive strength compared
to the major competitors in Germany is medium
Technology benchmarking
7
1 source [2]; 2 Source [3]; 3 Source: manufacturers‘websites
Samsung
Galaxy Note 4
Sony
Xperia Z3
Huawei Ascend
Mate 7
iPhone
6 Plus
Battery life2
Camera
performance3
USPs
» 8h 43 min
» 15.9 MPix
Xiaomi Mi4‘s performance in the German consumers‘ top 3 purchasing criteria is similar
but weaker than the market leader‘s samsung Galaxy Note 4.
 Xiaomi‘s technology is not superior
Xiaomi Mi4
Internet
connectivity3
Benchmarking relative to Samsung, top 3 purchasing criteria of German consumers1
8h 32 min
Hygiene factor - all models are realtively equal
13 MPix
» Replaceable
Battery
» Pen
» Water-
proof
» IOS
» App-Store
» Cheapest
in its class
» To be
defined
13 MPix20.7 MPix8 MPix

In the German smartphone category, Xiaomi will most likely
be perceived as a direct competitor of Huawei
Company: Technology benchmarking
8
1 based on the assumption that the German smartphone market is efficient
Samsung and Apple have build the competitive advantage of a superior brand which
gives them the strength to sell at a higher price than weaker smartphone brands in
Germany.
Samsung
Galaxy Note
iPhone 6
Plus
Perceived Performance
Relative
Price
Sony
Xperia
Value Map, relative position of Xiaomi and
major competitors compared to Samsung1
Huawei
Ascend
100%
160%
82%
65%
IOS-based phones are able to sell at a high
price premium because customers value the
Apple brand, the customer experience and the
product ecosystem (creating a Customer Lock-in)
Among the Android-based phones, the
Samsung Galaxy Note is able to sell at the
highest price due to its superior brand, although it
has weaker technical specifications than the
Sony Xperia.
The Chinese competitor Huawei positioned itself
as a low-cost brand, capturing a 5% market share
within three years after entering Germany.
Xiaomi’s most
probable position

Xiaomi’s implementation of its ecosystem in Germany, and
its localization, will be success-critical
Company
9
1 Source [12]
Xiaomi‘s success in China and other international markets is based on its signature ecosystem,
generating competitive advantages like superior processes, superior offering, superior
access, superior customers, superior data, superior agility, and superior branding
E-Commerce Site
selling devices
MIUI App-Store
localized content
for every market
MIUI
customizable Android
user interface
High Quality
premium
performance, look & feel
Fan communities
influencing marketing and
R&D efforts
Xiaomi‘s ecosystem for success1

Xiaomi’s Vision MANTRA1:
Always believe that something wonderful is about to happen
Company Strategy
10
1 Source [11];
Goals:
1. Product and service. Focus on product innovation, further improve consumer relationship, continue
producing high-quality, high-performance devices with great user experience.
2. Ecosystem. Continue to work with more partners to create a strong and open ecosystem moving
forward.
3. Go global. This year, Xiaomi will enter more overseas markets. We believe everyone in the world would
appreciate the opportunity to enjoy technology innovation. Thus we remain fully committed to our global
business.
Marketing Strategy:
Xiaomi is pursuing the competitive advantages of superior offering to superior customer based on superior
data and superior access.
Xiaomi is utilizing online marketing channels to supply its products to its community of brand-loyal fans
The necessary resources are allocated aggressively to outpace competition.
Xiaomi’s target segment are young adults from 18– 34 years old who desire affordable high-tech products.

Entering the German market and the medium-term
perspective of targeting all of the EU outweighs the risks
Company
11
Opportunities
for Xiaomi in GER
Threats
» Both Samsung and Apple, the
dominant players in the German
smartphone category, have lost
their former advantage of superior
technology, giving other players the
chance to catch up on their market
share
» If Xiaomi manages to sell in
Germany it can expand to the rest
of EU, too (+500MM consumers)
» Diluting management attention
to Europe could lead to lack of
strategic agility in the Asian
core markets
 Delegate EU market to
independent management unit

Applying Xiaomi’s Chinese online-distribution strategy will
limit the potential market reach to 30% in Germany
Customers
12
1 Source 1; 2 based on CAGR of 2010-2013
23% 29%27%26%24%20%
20%
60%
40%
80%
0%
100%
2014E22013 2015E22010 20122011
Internet Based Retailing
Store-Based Retailing
Sales Channels for Mobile Phones in Germany1,
% of total retail volume
With only 29% of smartphones
purchased online, Germany is an
offline-market.
This is caused by the strong positions
of two groups of customers:
» Stores operated by network carriers:
50% of total retail volume
» Grocery retailers and electronics
retailers:
20% of total retail volume
Given the slow growth rate of Germany‘s mobile phone category‘s internet based retail
volume, it is unlikely that a brand that is only sold online can capture significant market
share in the near future.

Xiaomi’s marketing strategy will cater to the technology-
driven purchasing decisions of Germany’s generation Y
Consumers
13
1 Source [14]; 2 Source [15] –shown data are results of additional, own analysis; 3 Source [16]; 4 Source [2]
Although German consumers are known to be „late adopters“ because they evaluate new
technology carefully before purchasing it, the top 5 purchasing criteria in Germany are
based on technological performance of the smartphones. Therefore brand loyalty is low.
Generation Y Generation XPilot Users
» 24MM people1
» 75% smartphone
penetration2
» 30MM people1
» 53% smartphone
penetration2
“Germany is no early
adopter market”3
 Consumers are
carefully evaluating new
options
1. Battery Life
2. Internet Accessibility
3. E-Mail Functionality
4. W-LAN Accessibility
5. High camera performance
…
10. Choice of brand
Toppurchasingcriteria4

A company selling smartphones in Germany must be aware
of the seven major centers of influence in Germany
Centers of Influence
14
1 Source [5]
Most important influencers in German smartphone category
Newspapers
TV Shows
Social
Networks
Tech
Bloggers
Web-Store
Reviews
Test
Institutes
Tech
Magazines
As 30% of smartphones are purchased online and 80% of consumers state that their
purchasing decision is influenced by online product reviews1, smartphone manufacturers
depend significantly on the judgment of the German centers of influence.
online On- / offline offline

Selecting the right mix of collaborators to invest our
marketing efforts will need to be careful considered
Collaborators
15
1 y2013, number of contracts, Sources:
Entering exclusivity agreements with selected offline retail partners is an opportunity for
Xiaomi to gain consumer access. Especially Telefonica‘s low-price brands are attractive
targets because they currently don‘t sell Huawei phones.
Potential Retail Partner Associated
Brands
Market
Share1
Selling
Samsung?
Selling
Huawei?
Telekom Deutschland T-Mobile
Deutschland
33.5% YES YES
Vodafone Group Vodafone 28% YES YES
Telefonica Deutschland
Holding
O2, Base, Fonic 35,6% YES YES (only
O2)
Medionmobile Aldi Talk N.A. NO NO

Economical
» The German consumer confidence in Germany is at its highest
since late 2001, despite the ongoing crisis in the European
Union1
Political
» Germany‘s official relations with China are friendly; China is the
third largest trade partner with mutual imports and exports of
EUR 140bn in 20132
Environmental / Ethical
» 52% of Germans see China as one of the worst performing
countries regarding the environment and climate protection
policies in international comparison3
Technological
» According to plans of the German network providers, Germany
will reach complete LTE coverage in 20164
The overall context is positive except of China‘s negative
ethical perception that might harm Chinese manufacturers
Context in Germany
16
1 Source [9[, 2 Source [6] ; 3 Source [7], 4 Source [8]
2015 is a good moment to enter the
German market
Since there are no German
manufacturers in the market, political
intervention is improbable
China‘s negative perception poses a
medium-term risk, as German
consumers shift to ethical consumption
Increasing demand for LTE-ready
handsets like Xiaomi‘s
Implications for the German Smartphone
Category

Strategic Opportunity
17
» The strategic opportunity for Xiaomi in the German smartphone category is to gain 5%
market share by Q1 2016 and to become market leader with 30MM units sold by Q4 2017
» The German smartphone category has matured with demand expected to peak at 26MM
units in 2016. The market is fragmented with Samsung being the market leader, Apple
trailing in second place and other manufacturers competing for single digits market shares.
 In China, Xiaomi has beaten these same competitors by leveraging its success-critical
ecosystem of competitive advantages
» German consumers value technological performance over the brand of a smartphone
 Indicates relatively low customer loyalty
Critical Insights
Strategic Opportunity

Strategic Alternatives
18
Should Xiaomi enter
the German
smartphone market?
Alternative 1:
No market entry
Alternative 2:
Market entry


Xiaomi enters the German market for two reasons:
1. Leadership announced the goal of ‘going global’ in the beginning of 2015
2. Germany is the biggest and most prestigious smartphone market in Europe
Xiaomi enters the market in H2 2015 with a low-priced smartphone as a direct
competitor to Huawei, selling through our own online stores, and using Telefonica
Germany’s retail stores, while utilizing all relevant centers of influence.
The German market is mature, fragmented with Samsung as the market
leader. German consumers are looking for innovative technology,
conducting about 1/3 of their purchases online.
Xiaomi’s offerings are state of the art technology for competitive prices.
W
B
M
H
Entering the German smartphone category is a manageable
strategic move that is aligned with Xiaomi‘s 2015 goals
Alternative 2: Market Entry
19

The strategic recommendation is to enter the German
smartphone category
Strategic Recommendation
20
1 See Exhibit 0 for detailed calculation; 2 non-compounded
400
0
200
1,000
600
800
73
733
66
664
12
122
App Store SalesSmartphone Sales
Estimated sales revenues and cumulative net profit for year 1 (in MM RMB)1
-200
1,000
400
200
0
600
800
152
-35
16-5
Cumulative Net Profit
Beginning in Q2 2015, Xiaomi‘s German market entry requires upfront investments of
RMB 59 MM that will result in breakeven during the Christmas sales and a 5% market
share by Q1 2016 (ROI=250% after 1 year2)
Q2 2015 Q3 2015 Q4 2015 Q1 2016

Xiaomi‘s tactical marketing plan focusses on 5 key issues to
launch and grow in the German smartphone category
Key Issues
21
Grow
Launch
» Invest to grow market share from 0% in 2015 to 5% in 2016 with the
perspective of gaining 20% market share in 2018
Market
Share
» Invest to localize the success-critical Xiaomi ecosystem in Germany and be
market-ready in September 2015
Create
Value
» Build awareness, consideration and intention in German consumers through
focused communication efforts and incentivizing campaigns
Communicate
Value
» Invest to position Xiaomi as a low-price high quality brand in the German
smartphone category generating high sales volume of devices and capturing
high margins in the MIUI App Store in the long run
Capture
Value
» Follow critical environmental developments that could impact Xiaomi’s ability to
execute its strategy in Germany
Strategic
Attention

Building brand awareness and incentivizing the purchasing
decision require the highest marketing investments
Tactical Marketing Goals
22
Served Market
Intention to
buy
Offer
attractiveness
Awareness
Purchasing
decision
75%
Objective
(by Q1 2016)
How to reach this goal?
» Xiaomi Online Store (30% reach)
» Sell through Telefonica Germany‘s retail stores (60% reach)
50%
» Run RMB 49 MM worth of launch campaigns & holiday campaigns
» Utilize centers of influence
75%
» Spend RMB 14 MM on localization of the MIUI system and app store
» Spend RMB 2.4 MM for certifications and a local service and fulfillment center
50%
» Position Xiaomi as the lowest-priced product with technical performance
comparable to Samsung
50%
» Run RMB 40 MM discount campaign on app store purchases to lower switching cost
for previous users of Android or IOS-based systems
Potential
Market Share
7% = RMB 1,022 MM sales per quarter in the German mobile phone category

Before launching in September 2015, Xiaomi needs to invest
around ¥30MM to build up its success-critical ecosystem
PRODUCT
23
MARCH–AUGUST‘15
Pre-Launch: Develop Xiaomi Ecosystem
Cost
(1,000 RMB)
350
2,100
2,100
10,000
700
700
7,000
1,000
» Build online shop Xiaomi.de
» Localize and translate MIUI
» Localize MIUI-App Store
• Inhouse developers
• Incentivize popular app developers (RMB 100,000 bonus for the 100 most
popular apps in the German MIUI App Store by EOY):
» High Quality: Establish German service and fulfillment center
• Build up
• Aquire CE Certification and other licenses
» Build fan communities: Pre-launch social media ramp-up campaign
» Develop distribution network (air & land)
Results:
» Market Readiness by August 2015
» 50% brand awareness in Generation Y consumer segment by August 2015
Costs
(1,000 RMB)
28,850

The official launch in September will require a ¥35MM
campaign followed by a ¥40MM holiday offensive
PRODUCT
24
* Or a comparable smartphone of a younger generation ; 1 valid till January 31, 2016; 2 expected payout rate: 75%
SEPTEMBER’15–JANUARY‘16
Product Launch & Holiday Sales Operating Costs
Cost
(1,000 RMB)
35,000
39,375
14,000
152,000
76,000
» September 2015: Launch Xiaomi Germany on the „IFA Consumer Electronics
Unlimited“ in Berlin
• Booth, Show & national campaign
» Introduce Xiaomi’s Mi4* at a price point of EUR 349 (lowest-price tag in the
category - for sales estimate go to Exhibit 0)
» Offering EUR 25 discount codes for the first 300,000 customers on purchases
in the MIUI-App Store1 to lower switching costs for consumers2
» Holiday advertisement campaign (on- & offline)
» Operating costs of the German service and fulfillment center (10% of
revenues)
» Commission on smartphone sales for collaborating retail stores
Results:
» 90% brand awareness in Generation Y consumer segment by January 2016
» 5% market share in the German smartphone category in Q4 2015
Costs
(1,000 RMB)
316,375

A €349 price tag for a Mi4 smartphone allows Xiaomi to
annihilate its perceived disadvantage to German consumers
PRICE
25
1 author’s estimates; 2 Source [17]
349
399
Perceived
Value
Disadvantage
XIAOMIHUAWEI
Disadvantages1:
» Switching cost to MIUI App Store: EUR 50
» Unknown brand, quality risk: EUR 50
Advantages:
» Innovation & curiosity bonus EUR 50
NET DISADVANTAGE: -EUR 50
Xiaomi Mi4 vs. Huawei Ascend Mate 7: Performance based price as perceived by German consumers
For the pricing decision it is important for Xiaomi to consider that consumers in
Germany’s mature market have high perceived switching costs to MIUI because they are
locked-in their respective OS (80% Android, 19% IOS)2

Xiaomi.de contributes profits while the partnership with
Telefonica serves merely the strategic purpose of growth
PLACE
26
Xiaomi.de will be the main source of contributed profits due to its lack of intermediary
distribution parties.
Telefonica’s brand retail stores are necessary to increase the served market % to 75%.
Xiaomi.de Telefonica Retailer
Target Customers Online Shoppers Offline Shoppers
Percent of Sales 75% 25%
Revenue per purchase 349.00 € 349.00 €
Retailer Discount 20%
Net Price 349.00 € 279.20 €
Cost of Goods Sold 233.83 € 233.83 €
Percent Margin 33% 16%
Marketing & Sales Expense 15% 10%
Mareting & Sales Expense (EUR) 52.35 € 27.92 €
Net Marketing Contribution 62.82 € 17.45 €
Marketing ROS 18% 6%
Marketing ROI 120% 63%
Online vs. Offline - estimated sales channel effectiveness

Investing ¥58MM during year 1 in communication enables
Xiaomi to reach 5% market share by Q1 2016
PROMOTION
27
Phase Communication Channels Goal Focus Budget
(1,000 RMB)
Pre-
Launch
•Facebook (50%)
•Twitter (15%)
•Specialized online and print
magazines (35%)
Awareness of
Xiaomi
Hype
Potential consumers
Potential app developers
2,000
Launch
+/- 1
month
•Social Media (15%)
•Specialized media (10%)
•Youtube Blogger
Sponsoring (1%)
•Youtube Commercial (5%)
•IFA booth & coverage (69%)
Awareness of
Xiaomi
Intention to buy
Potential consumers 42,000
Grow •Social Media (50%)
•Youtube Commercial (25%)
•Product Tests (25%)
Awareness of
Xiaomi
Intention to buy
Potential consumers 14,000
Xiaomi will invest RMB 58MM during year 1 to create brand awareness and intention to
buy with the potential German consumers, focusing mainly on online communication
channels and the all-media launch campaign during the IFA in September.

Exhibit 0:
Sales Forecast & Net Income, year 1 Xiaomi Germany
28
Assumptions: Margin on Phones 25%; Margin on Apps 50%; App Revenue per Smartphone Revenue 10%; Cost of Service Center 10%; Retail commission 20%
Budget 2016
∑ Q2 Q3 Q4 Q1
COST
Build Website -350.00¥ -233.33¥ -116.67¥
Localize MIUI -2,100.00¥ -1,400.00¥ -700.00¥
Localize App Store -2,100.00¥ -1,400.00¥ -700.00¥
Incentivize developers -10,000.00¥ -10,000.00¥
Build Service Center -700.00¥ -700.00¥
CE Certification -700.00¥ -466.67¥ -233.33¥
Pre-Launch Social Media Marketing -7,000.00¥ -1,400.00¥ -5,600.00¥
Ramp up Distribution network -1,000.00¥ -200.00¥ -800.00¥
IFA Booth, Show, campaign -35,000.00¥ -21,000.00¥ -14,000.00¥
Holiday Campaign -14,000.00¥ -11,200.00¥ -2,800.00¥
25EUR discount campaign -39,375.00¥ -7,875.00¥ -23,625.00¥ -7,875.00¥
Operating Cost Service Center -12,215.00¥ -66,449.60¥ -73,290.00¥
Retail commission (Telefonica) -¥ -6,107.50¥ -33,224.80¥ -36,645.00¥
Total Cost per Quarter -5100 -66047.5 -148499.4 -83965
REVENUES
units sold 0 50 272 300
Smartphone revenues 0 122,150.00¥ 664,496.00¥ 732,900.00¥
Smartphone Contribution margin 0 30,537.50¥ 166,124.00¥ 183,225.00¥
App Revenue 0 12,215.00¥ 66,449.60¥ 73,290.00¥
App Contribution Margin 0 6,107.50¥ 33,224.80¥ 36,645.00¥
Total Contributed Profits 0 36,645.00¥ 199,348.80¥ 219,870.00¥
Net Income per Quarter -5,100.00¥ -29,402.50¥ 50,849.40¥ 135,905.00¥
Cumulative Net Income -5,100.00¥ -34,502.50¥ 16,346.90¥ 152,251.90¥
2015

Exhibit 1
29
Source [1]
25,677
2015 20162014
26,226 26,126
Smartphones
22,433
2011 2012 2013
25,121 26,013
Forecast Sales of Smartphones: Volume 2013-2018 , Germany, 1,000 units
PEAK DEMAND

Bibliography
» [1] EUROMONITOR 2015
Euromonitor International: “Passport – Mobile Phones in Germany”, January 2015
» [2] ACTA 2014
IfD Allensbach: “Singles in Deutschland nach Kriterien beim Kauf eines Handys oder Smartphones im Vergleich mit der
Bevölkerung im Jahr 2014 ”, October 2014
» [3] PHONEARENA 2014
phonearena.com: “The Xiaomi Mi 4 aces our battery life benchmark, will last you for two days”, December 2014
» [4] BUSINESSMONITOR 2014
Business Monitor International: “Germany Telecommunications Report Q1 2015”, November 2014,
ISSN 174-4545
» [5] TOMORROW 2014
Tomorrow Focus Media: “Die Psychologie des Bewertens”, page 22, December 2014
» [6] DESTATIS 2014
Statistisches Bundesamt: “Zusammenfassende Übersichten für den Außenhandel“, page 46, March 2014
» [7] HUAWEI 2014
Huawei Technologies Deutschland GmbH: “Germany and China – Perception and Reality - The Huawei Study 2014”, ISBN
978-3-00-044890-4
» [8] BUNDESNETZAGENTUR 2009
Bundesnetzagentur: “Nutzungsbestimmung 36 der Änderungsverordnung zum Frequenzbereichszuweisungsplanes”,
published as “Verfügung 59/2009“ in „Amtsblatt der Bundesnetzagentur Nr. 20/2009“; October 2009
» [9] GFK 2015
GFK SE: „German consumer climate upswing continues“, press release, March 2015
30

Bibliography
» [10] TELEKOM 2013
Deutsche Telekom AG: “Das Geschäftsjahr 2013”
» [11] XIAOMI 2015
Xiaomi Company Website – “About us”, http://www.mi.com/en/about/
» [12] TEAGLEGROUP 2014
Mikko Prami: “Xiaomi, a case study”, published by Teaglegroup, September 2014, http://www.teaglegroup.com/en/articles-
to-share/-/blogs/xiaomi-a-case-study
» [13] MI 2015
MI: “Dear Mi Fans”, Post on the social network Google+, January 2015,
https://plus.google.com/112108000562542116245/posts/bAeDgfgCk94
» DESTATIS 2015
Statistisches Bundesamt: “Bevölkerung nach Altersgruppen Deutschland”, April 2014,
https://www.destatis.de/DE/ZahlenFakten/GesellschaftStaat/Bevoelkerung/Bevoelkerungsstand/Tabellen_/lrbev01.html
» [15] EMARKETER 2014
emarketer: “Smartphones Are All the Rage in Germany”, June 2014, http://www.emarketer.com/Article/Smartphones-All-
Rage-Germany/1010942/1
» [16] ACCENTURE 2010
Accenture: “Deutsche Verbraucher zögern beim Kauf mobiler Internet-Geräte”, press release, May 2010
» [17] STATISTA 2014
Statista: “Market share held by smartphone operating systems in Germany from 2013 to 2014, by month”, January 2015
» [18] PLUNKETT 2015
Jack W Plunkett: “Plunkett’s Wireless, Wi-Fi, RFID & Cellular Industry Almanac 2015”, ISBN-13: 978-1628313369
31

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