## POCO’s Shift in Strategy: F8 Pro and F8 Ultra
Recently, POCO introduced its latest devices: the F8 Pro and the F8 Ultra. These models signify a decisive shift in the brand’s strategy, targeting the premium segment just eight months after the F7 Ultra’s launch.
### Insights from the Launch Event
At a press conference held in Bali, we had the opportunity to engage with Kang Lou, head of product marketing for POCO Global, and Stanley Yeh, chief audio engineer. Their insights provided valuable context about the brand’s evolution and its vision for future products.
### A Change of Focus
For seven years, POCO’s mission was clear: deliver top-notch performance at competitive prices. As Lou stated, “When POCO was created seven years ago we always focused on one thing: performance.” However, the introduction of the F8 series marks a diversification of focus, emphasizing overall user experience rather than performance alone. “We want our users to experience good features regardless of whether we are talking about camera, battery or any other feature,” he added.
### Collaboration with Bose
One notable feature of the F8 Ultra is its 2.1 audio system, developed in partnership with Bose. Yeh highlighted this collaboration, saying, “We want a mobile phone to come close to producing the real sound that humans actually hear.” This redesign encompasses both software and hardware improvements, aiming for a more immersive audio experience.
### Competitive Pricing Strategy
One of the most pressing questions raised was about maintaining POCO’s competitive pricing. Lou explained that the brand operates with low margins, which is a crucial advantage. “We try to reduce our price as much as possible,” he added. By focusing on online sales and using older yet capable chipsets, POCO manages to keep costs low while providing high-quality devices.
### Unique Design Choices
The F8 Ultra features an innovative rear finish that mimics the texture of denim—a design choice that received notable attention during the event. Lou mentioned, “We wanted something really outstanding, something that when you see it for the first time you fall in love.” Despite the absence of the iconic yellow finishes associated with previous models, he clarified that design would adapt to product positioning.
### Battery Capacity and Market Limitations
The F8 series is based on the Redmi K90, which has substantially higher battery capacities. However, the POCO versions have lower power due to transportation and regulatory constraints. “Many of our third-party partners have warehouses in local markets that have to be certified to store batteries up to a certain capacity,” Lou explained.
### Camera Improvements on the Horizon
While the F8 series excels in audio performance, the camera remains an area where POCO seeks improvement. Lou affirmed that the company is exploring future collaborations to enhance camera capabilities. “We are always trying to improve the camera experience compared to what we have today,” he said.
### What’s Next for POCO?
At a pivotal juncture, POCO is striving to transition into the premium market while retaining its identity as a value-for-money leader. Lou expressed confidence in the F8 Ultra’s competitiveness but acknowledged challenges in sustaining pricing amid rising costs. The forthcoming F9 family may offer further insights into the brand’s direction.