Xiaomi Ties-up With Short Video Network Firework

• MI (Xiaomi) is currently the world’s fourth-largest smartphone brand
• The number of users downloading and using video creation apps is on a rise

Xiaomi has has entered into a global strategic partnership with Silicon Valley based short video network Firework. The latter, as part of the partnership, will enable discovery of content in local languages in India and in Russian and Indonesia Bahasa by working with creators and storytellers in respective countries.

“We are thrilled to have Firework as our partners in Mi Videos. Our endeavour is to offer premium quality, curated videos to our users and Firework adds tremendous value to that. Firework being a global, responsible brand offers us a video ecosystem that is safe and offers an enriching experience for our users,” said Wang Dong, deputy general manager, Xiaomi Corporation.

Going beyond devices and software

The China-based consumer electronics company has been going beyond the devices and software mode recently. It has introduced financial services, its smartphone + IIoT platform and forayed into various new categories during the last two years.

Small video creation apps, on the other hand, are gaining a lot of popularity here. Tiktok, a video creation app, has had more than 20 million downloads in India alone. MI is currently the world’s fourth-largest smartphone brand, and has established the world’s leading consumer IoT platform, with more than 213 million smart devices (excluding smartphones and laptops) connected to its platform.

Firework India Head of Partnerships and Growth, Sudarshan Kadam said, “The alliance with Xiaomi is yet another game changing development in the short video space and is in line with our strategy to be present at destinations that already have a massive captive audience. We are thrilled with this collaboration and the prospect of addressing a premium audience that are Xiaomi phone users. Our philosophy of providing brand safe content ensures that the users get enlightened and entertained with our curated content. As we build our network, we are sure this alliance will benefit the entire short video ecosystem on our platform.”