Micromax's new Yu brand of smartphones is off to a rocky start despite a launch that silenced critics of the company. The well-endowed Yureka smartphone that features a jaw-dropping price
Yureka has been widely successful, which can be analysed with the series of flash sales it had in the recent months. Last week, YU held its seventh online sale for the Yureka smartphone and 30,000 units were sold out in just 6 seconds. The next sale is scheduled for March 5
Micromax’s Yu Televentures is already working on its second device called ‘Project Caesar’ and it is expected to hit the Indian market as soon as next month. It has been revealed that the upcoming hardware will be powered by the Cyanogen OS 12 which is still in development for existing handsets like the OnePlus One and the Yu Yureka.
“Micromax already had tailwind behind it and were growing in numbers month after month, quarter after quarter. We were thinking about what’s next and we wanted to target a different set of users – the tech natives and digital natives – the nerds. They want to customize their phones. What were we doing for them? And with that thought YU was born,” Sharma explains.
The entire focus of the new brand was on delivering a smartphone that users could customize on their own. YU tied up with Cyanogen, probably the world’s biggest custom ROM maker with an exclusive partnership for India.
“We wanted to have a custom ROM for YU and were wondering whether we should do it on our own. Then we came across Cyanogen and we realized to reach that customization level would tale is two to three years,” he says. “If it was just about getting into online sales we would not have gone to the extent of custom ROMs and things like that.”
Sharma is reluctant to talk much about Project Caesar, claiming this is the first time he has even revealed the name of the project to an outsider. A little prodding and he is willing to give away that the smartphone will run on Android L version of Cyanogen OS and it will be the best device in its category. He himself uses the Yureka, albeit a customized one with his name printed on the rear.
Yureka has been widely successful, which can be analysed with the series of flash sales it had in the recent months. Last week, YU held its seventh online sale for the Yureka smartphone and 30,000 units were sold out in just 6 seconds. The next sale is scheduled for March 5
Micromax’s Yu Televentures is already working on its second device called ‘Project Caesar’ and it is expected to hit the Indian market as soon as next month. It has been revealed that the upcoming hardware will be powered by the Cyanogen OS 12 which is still in development for existing handsets like the OnePlus One and the Yu Yureka.
“Micromax already had tailwind behind it and were growing in numbers month after month, quarter after quarter. We were thinking about what’s next and we wanted to target a different set of users – the tech natives and digital natives – the nerds. They want to customize their phones. What were we doing for them? And with that thought YU was born,” Sharma explains.
The entire focus of the new brand was on delivering a smartphone that users could customize on their own. YU tied up with Cyanogen, probably the world’s biggest custom ROM maker with an exclusive partnership for India.
“We wanted to have a custom ROM for YU and were wondering whether we should do it on our own. Then we came across Cyanogen and we realized to reach that customization level would tale is two to three years,” he says. “If it was just about getting into online sales we would not have gone to the extent of custom ROMs and things like that.”
Sharma is reluctant to talk much about Project Caesar, claiming this is the first time he has even revealed the name of the project to an outsider. A little prodding and he is willing to give away that the smartphone will run on Android L version of Cyanogen OS and it will be the best device in its category. He himself uses the Yureka, albeit a customized one with his name printed on the rear.
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