Micromax to replicate Xiaomi’s business model; launches new Yureka phone

Micromax will be launching a new array of Android devices running on popular Cyanogenmod custom ROM. The first one has already been launched in India. The new phones are introduced under a new brand ‘Yu’. The is one the first wave of Yu phones. The model is named Micromax Yureka, a wordplay by adding Yu and Eureka.

Key specs of Micromax Yureka

Screen: 5.5″ LCD IPS display with HD resolution and Corning Gorilla Glass 3 protection
Camera: 13 MP (Sony sensor), 5 MP rear cam.
Network: 2G, 3G, 4G LTE
Software: Android (Cyanogenmod OS 11)
Speed: 1.5GHz octa-core CPU with Adreno 405 GPU
Memory: 2GB RAM, 32 GB ROM with SD Card Slot

Yu phones will only be available through online store of Amazon.in at this point in time. Amazon was also was an exclusive distributor of Micromax’s Android One phone. This will in turn reduce cost of distribution, middleman charges and seller margin of physical stores. Xiaomi has been a roaring success in selling Flipkart exclusive Redmi 1S for one third or less of what other manufacturer’s ask for, for its specifications.

Micromax has some strategic benefits in the Indian market that Xiaomi lacks. An extensive network of service centers is one of them. Although Micromax service centers have a bad name for its bad quality of service, the existence of these service centers will nudge customers in the direction of Micromax. Micromax batteries are other spare parts are also easily available.

Micromax Logo

‘Yu’ devices can be seen as an extension of the success of Canvas A1, Micromax’s first Android One phone. Only this time the software is supplied by world’s most popular custom ROM, Cyanogenmod. Micromax also announced users of Yu phones can root their devices without losing warranty. Xiaomi is only the other manufacturer which allows this currently.

Amazon has better service coverage in India especially in remote areas than Flipkart. So people living in areas where Flipkart doesn’t provide service will be looking at Amazon as their only option.

Image credit: Micromax

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