Micromax would be launching new ‘YU’ branded hardware running new OS developed by Cyanogen Inc based on Android. The new devices would hit the Indian market by end of December, 2014. The company also revealed that the devices will be sold online only, considering it will be a niche product, and also to compete with brands like Xiaomi, in terms of pricing.
Micromax and Cyanogen were engaged in a dialogue for the past year or so, under Project Yureka, which was conceptualised to engage directly with consumers and bring innovations that solve consumer problems, which in turn resulted in creating a new brand altogether named ‘YU’, said the parent company.
While announcing about ‘YU’, Rahul Sharma commented by saying,
“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. 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.”
Commenting on the launch, Kirt McMaster, CEO of Cyanogen Inc., said
“We’re excited about this partnership as we share a common vision around a powerful user-focused mobile experience. Its only the beginning as the partnership unfolds. Micromax + Cyanogen = revolution. Stay tuned for many awesome new innovations that will arise from this collaboration.”
We hope this partnership will bear fruits for both the companies and in the end will benefit us, the consumers with better devices comprising both hardware and software.