Xiaomi’s cross-licensing and patent-transfer deal with Microsoft announced earlier this week prompted a flurry of renewed interest in how soon the Chinese smartphone maker will sell its devices directly in the U.S.

Several analysts interviewed this week said they believe a U.S. arrival won’t happen for more than a year, perhaps even two years, and will certainly pose big marketing challenges for Xiaomi.

One of the biggest issues will be how to effectively build Xiaomi’s brand with its latest premium smartphones like the Mi 5 to attract average Americans who barely know the company, much less how to pronounce the company’s name.

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