YU Televentures, a wholly owned subsidiary of Micromax Informatics launched its first 4G enabled smartphone with Cyanogen Inc under the Yureka Brand on Thursday. It is priced at Rs 8,999.
Micromax, the country's second largest handset maker is aiming to create a mark in the intensely- competitive smartphone market, the fastest growing in Asia Pacific, with a device which has a 5.5 inch HD screen, 2GB RAM, A 53 cortex, Qualcomm Snapdragon processor 615 octa core 64 bit chipset and 16 GB expandable memory.
"The only thing common is that it is a subsidiary of Micromax but the rest is different like office and team," Rahul Sharma co-founder of Micromax and Yu Televentures told The Pioneer. The dual SIM device will be available for pre-registration with eCommerce platform Amazon.In from December 19 and will be available for sale from the second week of January 2015.
"I have been working on this for a year," Sharma replied when asked about the time taken by the company to visualise the Yureka brand. "Going ahead, it will be more about software than hardware. Customisation and service will play an important role in determining the success of a brand. Yu imparts power to consumers to redefine the mobile space in the country by simply giving the control in a user's hand" he said.
He further added that "Yu will allow users to root their devices, without voiding the warranty. This will allow users to run endless customisation on their device and offer an enhanced product experience, presently not being supported by any other brand in the country".
Yu will work directly with developers' community and brands to build services right on the OS layer and offer a differentiated consumer experience, he further said. Asked about the future lineup of products, Sharma said the company is working on bringing out new devices in the first quarter of next year.