Micromax may not launch a phone over 15k anymore

By Prasid Banerjee | Published on Dec 17 2015
Micromax may not launch a phone over 15k anymore

It looks like Micromax plans to cater to the budget smartphone market, whereas sub-brand Yu will cater to the mid ranged smartphone market, thus distinguishing the two brands.

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Ever since Micromax's Yu brand was announced, we've all wondered how the two brands will co-exist. Well, this is what it may be. Micromax's phones, at least in the near future, may not pass the 15k barrier. Point in fact, the company's flagship smartphone currently costs less than 14k. On being asked the question, Micromax CMO, Shubhajit Sen, said there's a good chance of that happening, although he didn't confirm whether that will be the case.

Sen, CMO, Micromax, said, "It was perhaps wrong to suddenly raise prices as we did with the Canvas Sliver 5." Sen also agreed that while the Sliver 5 was a mistake for Micromax, the Yunique might have been a mistake for the Yu brand. It's evident that Micromax doesn't want Yu to cater to the mass-market segment with cheap smartphones. Instead, the company wants to deliver value for money, high-end devices to Tier I markets. Similarly, Micromax, which has a near-stranglehold on the Tier II, III markets, would want to focus on those, with good, affordable devices like the Canvas Spark, Canvas 5 and more.

Further, Sen said that while Yu also has plans for IoT, wearables and more, the company has decided to stop rushing products and take things slow, delivering good products over time. Its newest launch is the Yu Yutopia, which takes on the OnePlus 2, with a price tag of Rs. 24,999 and 4GB RAM, along with the Snapdragon 810 processor.

In 2014, Micromax launched its sub-brand Yu, and the first device launched under the Yu umbrella was the Yu Yureka. The smartphone has Cyanogen OS overlaying Android.

Prasid Banerjee

Trying to explain technology to my parents. Failing miserably.

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