BUSINESS SINGAPORE

Xiaomi's Mi3 out of stock in 2 minutes. Still playing hard to get?

Xiaomi, oh Xiaomi. Why is it so difficult to procure your smartphones? How will Singaporeans react to this news?

By Elaine Huang

2mins

Chinese handset manufacturer Xiaomi has set its eyes on Singapore, but can it manage to win over its target audience without infuriating them? Its S$419 (US$331) smartphone Mi3 premiered in the city-state via the company’s e-commerce store at noon yesterday, only to go out of stock in two minutes.

Members of the public have voiced their displeasure on the firm’s Singapore Facebook page, which had more than 15,000 likes at time of writing this report. Comments ranged from “Gonna buy a 5S (iPhone)” to “Big hoax!”.

Of course, the sentiment on the ground could very easily be turned around if Xiaomi is willing to release sales numbers. What a pity that it could very well follow its strategy for the previous two sales events for low-cost smartphone Redmi in February and keep quiet.

All three major telcos in Singapore (SingTel, StarHub and M1) have not released any subsidises or price plans for the Mi3.

What do you think? Will Singaporeans stay upset and switch to another phone that is easily available or will they happily take up the challenge of securing the elusive phone?