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Xiaomi’s Strategic Reboot in India: Focused on 5G Smartphones and Streamlined Product Portfolio

The company aims to concentrate on 5G smartphones and adopt a more streamlined product portfolio to win back customers who were left bewildered by the multitude of choices offered previously.

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After facing tough competition and a dip in market share, Xiaomi Corp., the Chinese tech giant, has laid out its game plan to recapture the lead in India’s fiercely contested smartphone market.

The company aims to concentrate on 5G smartphones and adopt a more streamlined product portfolio to win back customers who were left bewildered by the multitude of choices offered previously.

For years, Xiaomi held the top spot in India’s smartphone market but its prolonged success was hindered by regulatory challenges and an overwhelming range of products which according to Xiaomi’s own admission, led to customer confusion.

In the first quarter, Xiaomi slip to the fourth position behind Samsung, Oppo, and Vivo, as reported by researcher IDC Corp.

India, being one of the world’s most intensely contested markets, attracts global phone brands like Apple Inc., who are eager to expand their presence in the populous country.

Xiaomi, however, remains unfazed by short-term gains and is betting on a gradual recovery, opting to strengthen its ties with local partners and simplify its product offerings.

Speaking at a recent press conference, Muralikrishnan B., President of Xiaomi India, admitted, “This year will be number one? No, we will not be. These are long-term playoff games.”

To steer the company back to its earlier success, Xiaomi is making crucial changes that include reducing the number of smartphone launches and focusing more on enhancing the overall customer experience.

The brand also plans to boost sales through brick-and-mortar stores, recognizing the significance of offline retail in India.

“In the past, the company launched just too many products, too many options,” Muralikrishnan stated, acknowledging that they were partly responding to the competition’s moves. Learning from this, Xiaomi now aims for a more calculated and effective approach to product launches.

Recognizing the importance of localization, Xiaomi is deepening its local sourcing efforts and entrusting some of its smartphone assembly to Dixon Technologies India Ltd., as urged by the Indian government. This move aligns with the “Make in India” initiative, demonstrating Xiaomi’s commitment to the Indian market.

In response to recent rumors about layoffs, Muralikrishnan clarified that Xiaomi India has not laid off any employees this year and has no such plans for the future. He emphasized that any organizational restructuring would be driven by efficiency and strategic needs, not indiscriminate job cuts.

Looking ahead, Xiaomi is gearing up for the launch of a new 5G smartphone on August 1. Priced between $200 to $250, this move forms part of the company’s strategy to offer affordable, locally assembled 5G models to cater to the evolving demands of Indian consumers.

Is the CEO/Founder of Investors King Limited. A proven foreign exchange research analyst and a published author on Yahoo Finance, Businessinsider, Nasdaq, Entrepreneur.com, Investorplace, and many more. He has over two decades of experience in global financial markets.

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NERC Approves Upgrade of 60 Additional Feeders for EKEDC, Total Now 134

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The Nigerian Electricity Regulatory Commission (NERC) has given the green light for the upgrade of 60 additional feeders for the Eko Electricity Distribution Company (EKEDC), bringing the total number of upgraded feeders to 134.

This decision follows a comprehensive review by NERC of the capacity of the existing feeders to ensure that customers classified under each feeder receive a minimum of 20 hours of power supply daily.

The upgrade is expected to significantly enhance power distribution across the areas covered by the EKEDC network.

Babatunde Lasaki, the spokesperson for EKEDC, expressed optimism about the impact of the feeder upgrade on service delivery.

He noted that the additional feeders, which include a diverse range of locations such as commercial areas, residential neighborhoods, and industrial zones, will contribute to improving the overall power supply experience for customers.

Lasaki listed some of the feeders scheduled for upgrade, including prominent areas like Agbara, Apapa, Amuwo-Odofin, Lekki, and Idi Araba.

These areas are known for their high electricity demand, and the upgrade is expected to address issues related to power availability and reliability.

“We are committed to meeting the needs of our customers by providing them with reliable and uninterrupted power supply,” Lasaki stated.

“The approval from NERC to upgrade these additional feeders is a testament to our dedication to improving service delivery and customer satisfaction.”

The upgrade of the feeders is part of EKEDC’s ongoing efforts to leverage technology and enhance operational efficiency in the distribution of electricity.

The company aims to leverage modern infrastructure and innovative solutions to address challenges such as power outages, voltage fluctuations, and equipment failures.

Lasaki also highlighted EKEDC’s commitment to maintaining a customer-centric approach in its operations.

He reassured customers that the company would continue to prioritize their needs and strive to exceed their expectations in terms of service quality and reliability.

Meanwhile, the reduction in tariffs announced by NERC is expected to provide some relief to customers in Band A areas, including those covered by EKEDC.

This adjustment reflects changes in factors such as foreign exchange rates, inflation, and generation costs, and is aimed at ensuring fair and reasonable pricing for electricity.

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Telecom Tax, Other Levies Back on the Table for $750m Loan

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In a bid to secure a $750 million loan from the World Bank, Nigeria is considering the reintroduction of previously suspended telecom taxes and other fiscal measures.

This potential move comes as part of the Stakeholder Engagement Plan for Nigeria – Accelerating Resource Mobilisation Reforms program between the country and the World Bank.

The program, aimed at strengthening the government’s financial position by enhancing its capacity to manage and mobilize domestic resources effectively, outlines plans to improve tax and customs compliance and safeguard oil revenues.

Among the proposed measures are the reintroduction of excises on telecom services and the EMT levy on electronic money transfers through the Nigerian Banking System.

President Bola Tinubu had previously ordered the suspension of the five percent excise duty on telecommunications and the Import Tax Adjustment levy on certain vehicles in July 2023.

However, negotiations between the government and the World Bank suggest that this suspension may be lifted to meet the targets of the new loan program.

The World Bank’s contribution of $750 million constitutes a significant portion of the program’s budget, with the government expected to contribute $1.17 billion through annual budgetary allocations.

The proposed tax reforms under the ARMOR program are expected to have far-reaching implications across various economic sectors.

Stakeholders that would be affected by these measures include telecom and banking service providers, manufacturers of goods such as alcoholic beverages, tobacco products, and sugar-sweetened beverages, as well as the general tax-paying public, importers, and international traders.

Key industry groups, such as the Association of Licensed Telecom Operators of Nigeria, are being engaged regarding the excise duties on telecom services.

The planned reintroduction of these taxes is part of a larger governmental initiative aimed at reforming tax and excise regimes, enhancing the administrative capabilities of tax and customs, and ensuring transparency in oil and gas revenue management from 2024 to 2028.

The program also emphasizes the importance of engaging vulnerable groups to mitigate any disproportionate impact of these changes.

Additionally, the program outlines specific allocations for technical assistance, including investments in better data sharing systems, risk-based audits, compliance processes, and capacity building for institutions such as the Federal Inland Revenue Service and the Nigeria Customs Service.

While the reintroduction of telecom taxes and other levies may face resistance from some stakeholders, the government sees them as essential steps toward achieving its fiscal targets and unlocking much-needed financing for development projects.

As negotiations with the World Bank continue, Nigeria must balance its revenue needs with the potential impact on businesses and consumers.

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Nigeria’s Mobile Subscriptions Drop by 5.4 Million in Q1 2024, NIN Enforcement Blamed

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Active mobile subscriptions dropped by 5.4 million in the first quarter of 2024, according to data from the Nigerian Communications Commission (NCC).

The total active mobile subscriptions stood at 219 million, a 2.4% decrease from the previous quarter’s 224.4 million.

This decline has been directly attributed to the stringent enforcement of the National Identity Number (NIN)-Subscriber Identity Module (SIM) linkage policy by the NCC.

Since its inception, the policy has aimed to bolster national security measures and enhance accountability within the telecom sector by mandating the linkage of mobile phone numbers to individuals’ unique NINs.

The regulatory directive, which came into effect in December 2023, required telecom operators to deactivate SIMs not linked to their owners’ NINs by February 28, 2024. The process unfolded in three phases with subsequent deadlines set for March 29 and April 15.

However, due to various challenges and requests for extensions, the final phase was postponed to July 31.

During this period, over 40 million lines, encompassing both active and multiple lines registered to a single subscriber, were reportedly barred by telecom operators.

The majority of these lines were found to be inactive, suggesting a considerable impact on non-compliant subscribers.

The National Identity Management Commission (NIMC) disclosed that as of April 2024, a total of 105 million Nigerians had enrolled for the NIN, indicating a widespread response to the government’s initiative to bolster identity verification processes.

In April 2022, the telecom sector experienced a similar wave of disruption as operators commenced the initial phase of enforcing the SIM-NIN rule.

During that period, over 72.77 million active telecom lines were barred, signaling a pivotal moment in regulatory compliance efforts.

MTN Nigeria, the country’s largest telecom operator, revealed in its first-quarter 2024 financial report that it had deactivated 8.6 million lines due to non-compliance with the NIN mandate.

However, the company emphasized its efforts to minimize the net impact of barred subscribers through effective customer management strategies.

Karl Toriola, CEO of MTN Nigeria, underscored the resilience of the company’s customer value initiatives in mitigating subscriber churn and driving gross connections amid regulatory challenges.

Despite the substantial drop in active subscriptions, MTN Nigeria closed the quarter with a total of 77.7 million subscribers, showcasing the effectiveness of its retention strategies.

As Nigeria navigates the evolving telecom landscape amidst regulatory reforms, stakeholders anticipate further measures to enhance compliance and fortify the integrity of the country’s telecommunications ecosystem.

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