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Far EasTone puts spotlight on China's Xiaomi phone

TAIPEI--Far EasTone Telecommunications Co., Taiwan's third-largest mobile provider, on Saturday began a two-day marketing event for a mobile phone branded by China's Xiaomi Technology as its latest foray into the affordable phone market.

Five Far EasTone employees will introduce features of the new Xiaomi 2S phone to people in Taipei's downtown Xinyi District who are taking a taxi between 12 p.m. and 8 p.m. on Saturday and Sunday, the carrier said.

The marketing event aims to create more opportunities for local consumers to try out the Xiaomi 2S phone, which has been sold in Taiwan exclusively through Far EasTone since April this year.

Priced at a mid-range level of NT$9,499 (US$318), the Xiaomi 2S packs premium specifications, including a 4.3-inch display with a resolution of 1280 x 720 pixels, a 1.7GHz quad-core processor and internal storage capacity of 16GB.

In comparison, HTC Corp.'s One mini phone starts from NT$15,900 and sports a 4.3-inch 720p display, a 1.4GHz dual-core processor and 16GB of built-in memory.

Founded in 2010, Xiaomi is better known globally as China's answer to Apple Inc. — it mimicks the American firm's marketing strategy of attaching an aura of exclusivity around its devices.

Xiaomi said it is hoping to sell at least 15 million phones this year, nearly double the 7.9 million units last year, and will extend its partnerships with Taiwanese assemblers Inventec Appliances Corp. and Foxconn Technology Group.

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