Xiaomi launches Mi.com as its global “front door”

I’ve long been curious how Xiaomi would take its brand name global.

The name itself can be challenging for us Western speakers to pronounce, let alone spell correctly. That’s not to say the name is destined to fail, as foreign brand names can be very successful in the long term.

But what if there were a shorter, catchier brand name out there? Or an abbreviated version of Xiaomi.

Like “mi.”

Enter Mi.com, the global brand name/face of the company.

mi.com

According to The Next Web, the company claims 2 million users outside of China as of December 2013.

Unfortunately, the new website buries the global gateway in the footer. I’ll have to speak to them about that!