Chinese phone maker Xiaomi launched its first smartphone in the UK, while the company is trying to attack household names like Apple.
The company announced that its Mi 8 Pro pilot phone will be on sale in the UK on Friday – the first time the device was available outside of China.
Xiaomi is already the world's fourth-largest smartphone manufacturer, depending on the market share behind Samsung, Huawei and Apple.
The Mi 8 Pro includes a digital fingerprint sensor integrated into the 6.2in AMOLED screen and 12 megapixel dual cameras. It uses the Snapdragon 845 processor and runs on a custom version of the Google Android operating system.
All are features found on high-quality rival phones that can cost more than 700 pounds, but Xiaomi will sell Mi 8 Pro starting at £ 499 as part of a strategy he calls "honest prices."
Wang Xiang, senior vice president of the firm, said: "Today we are seeing a new chapter of Xiaomi's global expansion journey backed by our global ambitions.
"We are pleased to make great progress by announcing the arrival in the UK.
"By bringing a wide range of amazing products at honest prices, we want to offer more options and allow all of the UK to enjoy a simple life connected through innovative technology."
The company will face rigid competition to settle on a crowded market with three new iPhone devices, two Google Pixel 3 phones and devices from Samsung, Sony and the Huawei and OnePlus Chinese companies launched in recent months.
Just like Pro, Xiaomi will also launch the Redmi 6A from its $ 99 budget, which claims to have a battery that can last up to 19 days.
The Chinese company also brings a wide range of other gadgets in the UK, including the Band 3 fitness tracker and an electric scooter.
These products will be marketed in a Xiaomi Mi physical store, which will open at Westfield Shopping Center in Shepherd's Bush, London, on November 18th.
Mobile phone service Ru Bhikha said the company's arrival in the UK should be taken seriously.
"Since launching the first smartphone in August 2011, Xiaomi has quickly gained a strong market position – so much so that it is already the world's fourth-largest phone maker," he said.
"The extremely anticipated arrival of Xiaomi in the UK threatens to put a big cat among the pigeons-by combining top design with high performance and relatively modest prices, it is a real threat to the market.
"Looking at Xiaomi's success so far, it's hard to see how its winning combination of high-end smartphones with lower prices than expected will not lead to similar results here.
"Thursday's launch marks the arrival of a significant new child on the block, and there is no doubt that finally coming to the UK, Xiaomi means business."