Micromax, one of the largest Indian mobile handsets maker, today launched a new online brand ‘YU’. This is a strategic move by Mictromax to build on software and services and offer a customised experience to the users. The new brand, in partnership with Cyanogen, will focus on working with various companies to build a layer of services into the operating system itself.
Micromax and Cyanogen have been in dialogue for the past one year, under the Project Yureka. Project Yureka was conceptualised to engage directly with consumers and bring innovations that solve consumer problems, not just software or hardware upgrades and is taking the shape of a new brand ‘YU’, as per the press release of the company . Micromax has inked tie up with Cyanogen Inc., makers of the Cyanogen OS, the advanced mobile operating system.
Cyanogen OS, built on Android, is known for delivering a number of rich software advancements that optimize performance, customization, security, and privacy features on mobile devices.
The brand ‘YU’ owned by YU Televentures, a wholly owned subsidiary of Micromax Informatics, will be only sold online. Led by Rahul Sharma, co-founder of Micromax, the Internet brand ‘YU’ will cater to the new age audience. YU devices will be announced in India from December 2014, adds the statement.
According to Rahul Sharma of Micromax, “YU will be a game changer brand in India. Disruption has to be the name of the game and with this partnership, we are raising the bar again and rewriting the rules. As YU is envisioned to build an ecosystem of connected devices and offer a differentiated user experience, we will engage directly with consumers.”
He further added, “We strongly feel that CYANOGEN is the right partner to help us deliver a differentiated experience in the mobile ecosystem, we are together committed to challenge the limits of possibility and create a new world.”
“We’re excited about this partnership as we share a common vision around a powerful user-focused mobile experience,” said Kirt McMaster, CEO of Cyanogen. “It’s only the beginning as the partnership unfolds. Micromax + Cyanogen = revolution. Stay tuned for many awesome new innovations that will arise from this collaboration.”
