Micromax had stuck an exclusive deal with Cyanogen Inc and announced YU mobile brand which would carter to the youth of the country. This meant no OTA update by Cyanogen Inc for the OnePlus One units sold in India but still the flagship killer is flying off the shelves. Micromax YU with Cyanogen OS smartphone would be launching in India exclusively on Amazon on December 18.
Micromax is planning to disrupt the smartphone market with a completely new brand named “Micromax YU” which would churn with smartphones with Cyanogen OS. These smartphones would be exclusively sold on Amazon India and the first phone will launch on December 18.
Micromax YU will be the product for the people, by the people. That means the company’s approach would be like Xiaomi and OnePlus who heavily rely on the feedback from the fans on their forums and deliver periodic software updates based on that. The platform would be developer centric. YU would be specifically targeted at the tech enthusiasts and not the mass market. For the mass market, we still have the Micromax branded smartphones.
The Micromax YU branded smartphones will have India-specific marketplace for apps and themes. There will be multiple devices in the future but it will be launching with one smartphone on December 18 exclusively on Amazon.
We do not know about the specification of the first Micromax YU smartphone yet but we are sure it will be a value for money device. There will also be monthly OTA updates along with new features based on the customer feedback on the forums. With a temporary ban on Xiaomi devices in India, Micromax YU can take charge of this specific market, if it launches a device with good hardware at an unbeatable price.
Looking at this decision by Micromax to launch a separate brand to cater to specific youth tech enthusiasts in the country, we can easily make out what the market demands, and we believe, this will take the smartphone industry in India to a greater height in the near future. More about this on December 18 when the device is officially launched.