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DigitalJames Redden

What’s in a name? Will Xiaomi’s moniker hamper its success?

Xiaomi is a brand most (outside of Asia at least) wouldn't have known about a year or 2 ago - since launching its first smartphone in 2011, the Chinese company has risen to become the 3rd largest smartphone maker in the world in terms of market share, behind Apple and Samsung.  Its success has been built on a value-for-money proposition, with its revenue primarily being generated in its home country, with little presence in Western markets (e.g. it's not in the US yet).

What’s in a name? Will Xiaomi’s moniker hamper its success?