Value Added Services: Xiaomi Debuts Mi Music, Mi Video in India

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Xiaomi India, has launched Mi Music and Mi Video at Mi Pop Play today, marking Xiaomi’s move into offering value-added Internet services for local users.

Mi Music is Xiaomi’s pre-installed music app which offers an integrated music streaming service along with the ability to store offline music. Mi Video is Xiaomi’s pre-installed video app which provides integrated video streaming across platforms.

Xiaomi’s vision is to deliver innovation for everyone by making high-quality, well-designed products accessible to everyone at honest pricing. The company is able to do this because of its unique business model, which sees it monetizing from Internet services in the long run. MIUI is its proprietary operating system developed based on the Android kernel, featuring significant customization and localization to adapt to consumers’ user habits. In India, Xiaomi has introduced several MIUI features specially designed for India such as Panchang Calendar, Copy OTP feature, and 13 Indic language support. Mi Music and Mi Video are the first Internet services that Xiaomi has brought to India. Mi Music in India has nearly 7 million Daily Active Users.

Manu Jain, Vice President, Xiaomi and Managing Director, Xiaomi India on the occasion of the launch said: “Xiaomi’s core belief lies in providing high-quality products with the best specs, at an honest pricing. We are able to do this because of our business model — we provide our smartphones and other hardware at affordable pricing, aiming to monetize our MIUI Internet services in the long run. With the launch of these two apps Mi Music and Mi Video, we hope to serve millions of Xiaomi smartphone users with a better user experience through enhanced Internet services.”

Mi Music now comes with Hungama Music, South Asia’s largest digital entertainment organization with more than 400 content partners across geographies and languages. Mi Music offers more than 10 million freemium tracks across 13 Indic language choices. The music service provides unlimited lifetime free music streaming service and the app allows users to integrate local music on the device. It also consists of new interesting features such as Dynamic Lyrics which offers users a “karaoke” song experience wherein users allow the lyrics to follow the song in a ‘Karaoke’ fashion and scroll through songs via lyrics. Users can also download music offline with Hungama Pro package within Mi Music, at a fee of INR 899 per annum.

Speaking on the occasion, Neeraj Roy, Managing Director & CEO, Hungama Digital Media Entertainment Pvt. Ltd. said, “We are delighted to launch Hungama Music on Mi Music. We are committed to delivering the best of content with unlimited playlists to the highly engaged Mi Fan community and with this launch we take our partnership with Xiaomi to the next level. In the coming months we will bring more exciting features including gamification and continue to build on the rich user experience.”

Mi Video is designed to be a platform for video content aggregation and a powerful local video player. Mi Video content is powered by Hungama Play, SonyLiv and Voot currently, with more partners coming onboard soon. Currently, Mi Video offers more than 500,000 hours of content with nearly 80% free content. The service currently offers more than 12 video formats such as AVI, MP4, MOV, MKV, and MKA, MPEG, M2TS amongst others. It also supports multilingual subtitles, private folders, and multiple audio tracks. Mi Video also offers one tap cast to any Smart TV with DLNA and Miracast support.

These two apps were announced today at Mi Pop Play in Mumbai. Mi Pop is a unique event created by Xiaomi to bring Mi Fans from across the country for a day to celebrate with Xiaomi executives. The company has been organising Mi Pop events since 2012 globally. Xiaomi India organized its first Mi Pop in 2016 and this is the second Mi Pop for India. More than 200 Mi Fans attended the gala affair with several bollywood and stand up artists performing for them.