AFRICA – China based smartphone maker, Xiaomi, has partnered the African leading E-commerce platform, Jumia- a deal that seeks to increase the Xiaomi’s footprint across the continent

Following the deal, Jumia will open the Mi, Xiaomi’s flagship phone brand, official store on its platform giving access to customers across 14 countries on the continent including Kenya.

According to a report by Business Daily, the deal will also facilitate Xiaomi to exclusively launch the Redmi Go (1GB+8GB) phone to customers in Africa.

The deal was disclosed by the duo during the Mobile World Congress in Barcelona.

According to Romain Christodoulou, Jumia Group’s senior vice president, the partnership will first serve Nigeria, Egypt, Kenya, Ivory Coast, Morocco, and Ghana. Most of these markets will be directly supplied from China.

“This partnership is very important for us, as it will definitely foster the smartphone adoption in Africa as well as support e-commerce penetration.

Xiaomi and Jumia have very similar internet DNA and will serve a common purpose:

delivering the best in class affordable smartphones along with the best shopping experience. This will be very beneficial for both companies and above all for the consumers in Africa,” Christodoulou said.

The timely deal comes as a boost to Xiaomi which is also eyeing its first Nairobi office this year as part of its strategy to counter the dominance of Chinese rivals including Transsion Holdings, the manufacturer of the popular Tecno, Infinix and Itel brands.

Wang Xiang, Xiaomi senior vice president, also unveiled plans of setting up an Africa department that will focus on markets across the continent, following growth in its home-grown Chinese market.

“We believe in working with companies that share our values and delighted to partner with Jumia to reach more Mi fans across Africa.

The e-commerce model is part of Xiaomi’s DNA and we believe that working with Jumia will help us bring innovation for everyone across the continent,” Wang said.

The partnership would be supported by an ambitious joint-marketing plan over the full year 2019, leveraging Jumia’s digital assets and Xiaomi marketing capabilities, including the Mi fan community.