Micromax, the top Indian mobile brand recently announced of its new online brand, ‘YU’. It got us thinking that why did the company took such a step when it was already doing well with its Android and now Windows powered devices. The firm not only became the top mobile brand in India but also beat the top notch brands like Samsung and Apple in both smartphone and tablet segment.
From what we have heard, Micromax will treat YU Televentures as a separate entity and its operations will be handled by a different team. This all new online brand has also tied up with Cyanogen for its OS and will be marketing the devices based on it through ‘Direct to consumer’ model.
For those who are not aware, Cyanogen operating system is based on Android but the interface is different which claims to improve the battery life, speed and security of your device. By the way, OnePlus One smartphone is also based on the Cyanogen OS and it is treated as one of the most powerful devices at an affordable price.
The YU Televentures will be launching its first device later this year in December and will make it available through an online channel. Micromax stated that it was joining hands with Cyanogen OS in order to deliver a customised experience to its users. The new venture will be focusing on working with various companies to build a layer of services into the operating system itself.
YU is led by the Micromax co-founder, Rahul Sharma and will primarily focus on the youth segment. Commenting on this new tenure, Sharma voices out, “YU will be a game changer brand in India. Disruption has to be the name of the game and with this partnership, we are raising the bar again and rewriting the rules. As YU is envisioned to build an ecosystem of connected devices and offer a differentiated user experience, we will engage directly with consumers.” He believes that Cyanogen is the right partner to help the firm deliver a differentiated experience in the mobile ecosystem.
Both the firms, Micromax and Cyanogen have been in touch for last year for the project, Eureka and now evolve their relationship through this new venture. The whole idea behind launching a new online brand seems like a good plan only if it is executed in a customer friendly way.
Indian customers are now getting used to the idea of online shopping and this is one major reason behind the commencement of YU. We’ve been seeing sites like Flipkart and Snapdeal doing great in mobile phone segment, especially this year. Motorola started its second innings in India this year through Flipkart and even China’s Apple, Xiaomi began its Indian chapter via Flipkart. There are several other brands that launched their products online and did pretty well. Now let us see how YU Televentures attracts the users through this new model.
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