Micromax unveils 'Yu'
brand for digital youth
NEW DELHI: Country's
second largest smartphone maker Micromax today unveiled a new range of devices
under 'Yu' brand, focussed on the fast growing segment of tech enthusiasts.
A subsidiary of Micromax, Yu Televentures, has partnered Cyanogen to offer
customised user experience to end users.
The first handset will
be launched next month. Details of the device and pricing were not disclosed.
"This will be a
game changer not just in India but globally too. Yu has been envisioned for
building an ecosystem of connected devices and offer customised experience to
users," Micromax co founder Rahul Sharma told PTI.
The brand will engage
directly with end users, providing them with bootlegger access to help them
come up with software upgrades that they want on their phones, he added.
Cyanogen operating
system, built on Android, is known for delivering rich software cements that optimise performance, customisation, security and
privacy features on mobile devices.
Asked if the brand
will eat into Micromax's market share, Sharma answered in the negative.
"Yu is aimed at digital natives, tech enthusiasts who want more out of their phones and are constantly doing that," Sharma said.
"Yu is aimed at digital natives, tech enthusiasts who want more out of their phones and are constantly doing that," Sharma said.
There will be a forum
for them to voice out their ideas and those will incorporate in the software
updates that will be done every fortnight, he added.
"The product will
offer the best value for money in the world. We will line up more products in
the coming days, which will be sold through online channels," he said.
Yu is in discussions
with ecommerce players for selling the product online.
Apart from
smartphones, Yu would also focus on bringing other smart devices to the
Indian market, he said without divulging details.
According to research
firm IDC, the smartphone market in India grew at 84 per cent year-on-year in
the quarter ended June 2014 to 18.42 million units from 10.02 million units (in
April-June 2013 quarter).
Korean handset maker
Samsung led the smartphone market with 29 per cent share, followed by Micromax
18 per cent, Karbonn 8 per cent and Lava 6 per cent.
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