wordpress blog stats
Connect with us

Hi, what are you looking for?

Micromax to launch online-only YU smartphones to take on Xiaomi & Motorola


Indian smartphone manufacturer Micromax is launching a new online-only brand YU through newly formed subsidiary YU Televentures.

It has tied-up with the maker of the Android-based CyanogenMod ROMs mobile operating system, and is expected to launch its first smartphone under this brand in December this year. Micromax mentions that it along with Cyanogen will be partnering several companies to build a layer of services on top of the operating system.

Why YU?

This seems to be an attempt to counter Xiaomi’s Mi series of affordable smartphones, for which the Chinese company has also adopted the online-only distribution model. Xiaomi’s flash sales-based marketing strategy has succeeded in attracting a lot of attention towards the brand. Motorola had also adopted a similar distribution model for its Moto G series of smartphones, earlier this year. While Finnish smartphone maker Jolla is the latest company to have launched its devices exclusively online.

Advertisement. Scroll to continue reading.

According to an IDC report, Micromax holds a 18% market share in the Indian smartphone market (as of Q2 2014), second only to Samsung which has a market share of 29%. However, if feature phones are taken into consideration the difference in market share between Samsung & Micromax is very little. Samsung still leads with 17% of overall mobile handsets, while Micromax has 14% share. Cost is still one of the major decision points for Indian consumers.

Chinese smartphone manufacturer OnePlus, which launched its first smartphone OnePlus One in April this year, is also expected to enter the Indian market in December this year . Its smartphone also runs on CyanogenMod dubbed as CyanogenMod 11S and features a 5.5 inch full-HD display, quad-core Snapdragon 801 processor and 13 megapixel camera among others. Earlier this month, OnePlus had also appointed Vikas Agarwal as the general manager of OnePlus India.

Importance of online tie-ups

Earlier this month, Lenovo India Director (Smartphones) Sudhin Mathur told Medianama that if they had launched the phone offline customers in major cities like Delhi, Mumbai & Bangalore would have been the only ones with immediate access. Customers in tier-II, tier-III & tier-IV towns would’ve had to wait, as it takes time for products to reach retail outlets in those centres.

He also said that online platforms allow companies to reach out to a targeted net savvy audience that understands what they want to buy. Plus, e-commerce platforms allow users to actually compare products based on what’s being offered at what prices due to their neutral nature and take an instant decision. More on this here.

Advertisement. Scroll to continue reading.
Written By

MediaNama’s mission is to help build a digital ecosystem which is open, fair, global and competitive.



When news that Walmart would soon accept cryptocurrency turned out to be fake, it also became a teachable moment.


The DSCI's guidelines are patient-centric and act as a data privacy roadmap for healthcare service providers.


In this excerpt from the book, the authors focus on personal data and autocracies. One in particular – Russia.  Autocracies always prioritize information control...


By Jai Vipra, Senior Resident Fellow at Vidhi Centre for Legal Policy The use of new technology, including facial recognition technology (FRT) by police...


By Stella Joseph, Prakhil Mishra, and Yash Desai The Government of India circulated proposed amendments to the Consumer Protection (E-Commerce) Rules, 2020 (“E-Commerce Rules”) which...

You May Also Like


Rajesh Kumar* doesn’t have many enemies in life. But, Uber, for which he drives a cab everyday, is starting to look like one, he...


By Aroon Deep and Aditya Chunduru You’re reading it here first: Twitter has complied with government requests to censor 52 tweets that mostly criticised...


135 job openings in over 60 companies are listed at our free Digital and Mobile Job Board: If you’re looking for a job, or...


Google has released a Google Travel Trends Report which states that branded budget hotel search queries grew 179% year over year (YOY) in India, in...

MediaNama is the premier source of information and analysis on Technology Policy in India. More about MediaNama, and contact information, here.

© 2008-2021 Mixed Bag Media Pvt. Ltd. Developed By PixelVJ

Subscribe to our daily newsletter
Your email address:*
Please enter all required fields Click to hide
Correct invalid entries Click to hide

© 2008-2021 Mixed Bag Media Pvt. Ltd. Developed By PixelVJ