Xiaomi is facing off against the might of action camera monopoly with its own GoPro-rivalling action camera.
Dubbed the Yi, Xiaomi's fledgling action shooter looks to snag some of the sector's market share by way of a low price point.
The Yi Action Camera costs just 399CNY in fact, which translates to around £41.
By comparison, GoPro’s entry-level model prices in at £109, which would buy you two Yi’s and a cheapo skateboard from Argos to strap them to. Brill.
Such low pricing might signal an abominable spec sheet mind, but that’s not the case here – the Yi’s innards can purportedly handle 1080p footage recording at 60 frames per second.
It also has 64GB of built-in storage as standard (take note, smartphone manufacturers), and weighs a truly portable 72g.
Xiaomi says the Yi is waterproof up to a depth of 40 metres too, so it won’t miss out on the amateur aquatic filming niche.
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The great stinking caveat to all of this is that we won’t be seeing the Yi in the UK any time soon. Xiaomi says its action camera is a China release only, at least for now.
Assuming success however, Xiaomi could very well roll out the Yi – or perhaps a Yi 2 – globally.
But could Xiaomi take on GoPro? While the latter certainly has a strangehold on the action camera market, its high pricing still marks itself as a barrier to entry for many.
If Xiaomi can ensure its cameras don’t fall flat under scrutiny whilst maintaining a low price point, we’ll almost assuredly see GoPro missing out on some much beloved market share.