Micromax introudces
Yu: A new sub-brand
for Cyanogen-based handsets
for Cyanogen-based handsets
Micromax has announced
its latest venture – an online brand YU – which looks after building software
and services to offer users a customised experience. In addition to this, the
big news is a strategic tie up with Cyanogen Inc., the makers of Cyanogen Mod
ROMs for Android phones. So Micromax will be working to build its own layer of
services into the operating system.
The YU brand, owned by
YU Televentures is a wholly owned subsidiary of Micromax Informatics and
products associated with it will be sold online only. YU is being targetted at
the new age users and we will be seeing YU branded devices launching in India
from next month onwards.
Speaking about the
Cyanogen partnership, Micromax co-founder Rahul Sharma said, “We strongly feel
that CYANOGEN is the right partner to help us deliver a differentiated
experience in the mobile ecosystem, we are together committed to challenge the
limits of possibility and create a new world.”
Kirt McMaster, CEO of
Cyanogen added, “We’re excited about this partnership as we share a common
vision around a powerful user-focused mobile experience.
Micromax and Cyanogen
have been in dialogue for the past one year, under the Project Yureka. Project
Yureka was conceptualised to engage directly with consumers and bring
innovations that solve consumer problems, not just software or hardware
upgrades and is taking the shape of a new brand YU.
Next month will also
see the launch
of OnePlus One, which ships with Cyanogen Mod CM11s ROM. It is a
5.5-inch full HD phone with impressive specs and powerful performance. We had reviewed
the OnePlus One and were quite impressed with the overall package.
Micromax has been known to offer customers affordable phones. If it manages to
come out with a device having killer specs with Cyanogen Mod ROM on it, OnePlus
One may face some heat considering the distribution channels and methods of
both companies are quite different and Micromax has a better brand recall value
in India as compared to OnePlus.
