Micromax Walking The Xiaomi Path

As we had pointed out earlier that the tech sector and especially the smartphone and mobile gadget segment has become one of the most unpredictable and high activity zone with one or the other is propping up surprises every alternate day and creating new equations for the smartphone world. While the whole world is moving towards the new age smartphones which is diminishing the difference between a computer and a phone. Tech companies are moving to stuff in everything possible in the phone. In this race every other day some or the other company is busy coming up with a new smartphone claiming it to be the best among the lot and quickly gaining popularity either for the features or the price tag. Just a few days ago in an article titled: ‘Xiaomi – The New Emerging Star In The Smartphone World’ we showed how a local Chinese name Xiaomi claimed the third position in the smartphone race globally by selling its phone only in the home turf. Now news is that Micromax an Indian smartphone honcho is about to repeat the same feet. Let’s take a closer look at how things are working out for the Indian smartphone major.
The Max Factor of Micromax
Micromax esteemed to be India’s number 2 mobile handset maker plans to take the same route as Xiaomi did. According to the market news Micromax is about to launch a whole new line of products sporting the brand name "Yu" which will be exclusively sold through ecommerce channels and not to hit the shelves of the conventional stores starting from December 2014.
The first product, to be launched under a newly floated wholly owned unit, Yu Tele-ventures, will be a smartphone with operating system from U.S.-based Cyanogen through which the company aims to move beyond the business of mobile phone hardware that has become more or less standardized in the global market.

An enthusiastic Rahul Sharma founder member of Micromax said, “The smartphone which will be pitched as an affordable product for consumers, will be launched in India, and then in developed markets, given its sophistication.”

"We're targeting all tech enthusiasts who will be able to bootstrap the device and play with it," he said. Bootstrapping means the smartphone being rooted, after which the warranty on the smartphone becomes null and void regardless of when it is bought. Sharma added “Micromax will continue to honor the warranty period despite the bootstrapping thus giving the flexibility to consumers of shifting from one carrier to the other without the worry of losing warranty on unlocked phones and can move from country to country with much ease.

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