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Soon after <keyword id="874458" type="COMPANY" weightage="20" keywordseo="Xiaomi">Xiaomi</keyword> has created ripples across the tech ambit for having sold 2.12 million phones in 12 hours, Indian mobilephone maker <keyword id="71696" type="COMPANY" weightage="20" keywordseo="Micromax">Micromax</keyword> is also planning to walk the proven path. As per a report by The Economic Times, Micromax is introducing '<keyword id="2437759" type="UNKNOWN" weightage="20" keywordseo="flash-sale">flash sale</keyword>' to its online retail strategy as the country's second largest handset maker looks to maintain its break-neck growth rate and take competition such as Xiaomi and <keyword id="11148" type="CITY" weightage="20" keywordseo="Motorola">Motorola</keyword> head-on. 
	 
	Micromax chief Vineet Taneja told The Economic Times, the phone makers will offer exclusive products in different price ranges with online retailers Flipkart, <keyword id="18635" type="CITY" weightage="20" keywordseo="Amazon">Amazon</keyword> and <keyword id="541988" type="COMPANY" weightage="20" keywordseo="SnapDeal">Snapdeal</keyword>. Micromax has clocked 54% jump in its revenues for the year ended March 2015 at around 10,000 crore. 
	 
	"Apart from creating a buzz, it (flash sale) also helps in planning our supplies better. It gives us an estimate of how much stock we have," Taneja added while speaking to the financial daily. 
	 
	Micromax has recently launched Canvas Spark, a Rs4,999 smartphone, to be sold exclusively on Snapdeal through flash sales starting April 29. The company plans similar deals with Amazon and Flipkart. 
	 
	However, the company will continue to sell its existing product portfolio across the online portals and through offline stores. 
	 
	While this is the first time Micromax has not explored flash sale on its own , its subsidiary <keyword id="2602309" type="UNKNOWN" weightage="20" keywordseo="Yu-Televentures">Yu Televentures</keyword> holds flash sales of its Yu smartphone every Thursday and has sold over 200,000 units so far. 
	 
	With the flash sale and tie-ups with eCommerce majors, Taneja said Micromax aims to extend its lead in the mass smartphone market, or sub- 7,000 segment, which is the fastest growing price segment. 
	 
	The firm looks to maintain its 50% growth rate this fiscal year through new launches, online flash sales and by ramping up local manufacturing. 
	 
	Taneja said contribution of the mass market segment to overall volumes had increased to 60% in January-March quarter, from 50% in April-June 2014. While the overall smartphone market grew 17% over this period, the mass market segment doubled, contributing 45%-50% by value, he added. 
	 
	(Image: Reuters)

Who wants a new phone? Visit the Micromax flash sale

Affordable is the need of hour and Yu Televentures, part subsidiary of Micromax has given its own ultimatum to rivals (notably Xiaomi) in the form of Yuphoria. Lining up head-to-head with Redmi 2, Yuphoria is the only phone that has been named by the consumers. This is Yu’s first-ever metal encased product in the market. 
 
The company has been running teasers about this phone over the past few weeks; each of them highlighting the possible hardware in tow and the design that consumers can expect. And now, after the launch what has really got everyone excited is: Yuphoria’s competitive pricing of just Rs 6,999. So, what all do we get in this new device? Unlike the Yureka, Yuphoria is a typical phone with its 5-inch form size; it seems the phone-phablet parity is set to re-run back to its old ways. 
 
The brand seems to have focused heavily on the design and built aspect of Yuphoria and for its stature, the 8.3mm thickness and 143 grams weight should prove convenient for one hand usage. 
 
Yuphoria sports 5-inch HD display, is powered by Cyanogen’s latest 12OS based on Lollipop version and packs in the latest 4G compatible Snapdragon 410 quad-core processor with 2GB RAM and 16GB storage support. On the imaging front, Yuphoria comes fitted with 8MP snapper with LED flash at the back and a 5MP shooter on the front. 
 
This dual-SIM phone has been equipped with plethora of sensors for tracking health patterns. All this and you also get a 2,230mAh battery with the promise of quick-time charging. Easy to say that Yuphoria comes closest to Redmi 2 right now. However, how it will fare in real-life tests, we will update you on the same pretty soon. Yuphoria will go on sale via registered sales on Amazon later today.

This Cyanogen powered metal Smartphone launched in India for Rs 6,999

In a bid to compete with new entrants into the mobile phone market, Micromax, the Indian consumer electronics company headquartered in Gurgaon, is bringing back its old hands to fill the senior management positions. 
 
The promoters of India's No. 2 smartphone maker would be taking up day-to-day operations. 
 
Ajay Sharma, a veteran in the industry, has returned to Micromax to head sales in the mobile phone and tablet divisions. This department was earlier headed by Prosenjit Sen as VP (Sales), and Khaja Muzaffarullah, who used to head feature phones. 
 
Sharma was a part of Micromax from 2012 to 2014 and headed the company’s smartphone business. 
 
Similarly, former chief marketing officer Shubhodip Pal is being brought back and will be resuming work from next month. 
 
Shubhojit Sen, the present chief marketing officer will be continuing his work with the company, as Pal might head the marketing at Yu Televentures, which is Micromax’s smartphone-only subsidiary. 
 
As per industry insiders, these changes are being done to beat the pressure coming from Samsung, Intex and a slew of Chinese entrants that offer feature-rich smartphones at prices lower than Micromax. Tough competition has already resulted in Micromax losing its share in the Indian smartphone market and reporting low financial growth in the current year. 
 
Image source

Old hands brought back to Micromax to take on the competitors

The first half of 2016 saw a huge fall in the number of smartphones purchased online, while last year, it had become sort of a trend for customers to buy smartphones from websites or mobile apps. 
 
The reason behind this drop could be cited to the strictness induced in e-commerce rules in March this year, because of which there are fewer discounts offered on these websites. After the government passed new rules for 100% FDI in the retail sector, it prohibited e-commerce players to directly or indirectly influence the prices of goods or services on their platforms, in a bid to benefit the offline players. This took away the liberty of these online platforms to offer heavy discounts on their products, one of their main attractions. 
 Other than that, several brands, which only used to sell online, like Xiaomi, LeEco and Micromax's Yu Televentures, have also decided to sell devices offline, says <keyword id="6439913" type="ORGANIZATION" weightage="100" keywordseo="CounterPoint-Research">Counterpoint Research</keyword>. 
 As per the research, the share of <keyword id="3554147" type="UNKNOWN" weightage="100" keywordseo="online-smartphones-sales">online smartphones sales</keyword> dropped to 32% for the first six months of 2016, as compared to 37% from last six months of 2015, and 28% in the April-June quarter of 2015. 
 
However, in the first quarter of 2016, online sales accounted for only 33% of overall phone sales. 
 The new trend of buying phones offline can be expected to "continue as vendors realise the importance of setting up robust offline distribution network," as told to ET by <keyword id="668267" type="ORGANIZATION" weightage="100" keywordseo="International-Data-Corporation">International Data Corporation</keyword>'s (IDC) senior research manager Navkendar Singh. 
 
However, e-commerce majors Amazon and Flipkart have challenged the data from Counterpoint Research, saying that there is no such fall in the online sales of smartphones, which have remained strong on their platforms. 
 "Smartphones is one of the fastest growing sub-categories, witnessing over 48 per cent (QoQ) growth in 2016. In June this year, smartphone sales doubled as compared with January," said an <keyword id="6354743" type="COMPANY" weightage="100" keywordseo="Amazon-India">Amazon India</keyword> spokesperson. 
 
Ajay Yadav, VP for mobiles at Flipkart, said that, "share of online sales in smartphones has increased by 2 per cent in the last quarter as compared to December 2015 as per our estimates." 
 
<a href="http://cdnimg.expatfinder.com/images_html/The_Best_Smartphones_to_Buy_in_2015__ExpatFinder_Articles1.jpg">Image source</a>

People are no more interested in buying smartphones online, thanks to fewer discounts

Micromax was one of the first home-grown companies to get into the smartphone race. Cut to now, the company is already one of the largest players in the business and also has a sub-brand called as Yu Televentures. But this is not news; the news is that the company is now looking to pump in $400 million in Indian start ups. 
 
While talking to PTI, Micromax co-founder <a href="http://economictimes.indiatimes.com/topic/Rahul-Sharma" target="_blank">Rahul Sharma</a>, said "Going ahead, we will invest in not less than 20 start-ups, where we see synergies. We are looking at building an ecosystem of connected devices and offer customised experience to users”. 
 
The very first company that has benefitted from this move is Bangalore-based start-up HealthifyMe, which is an app in fitness space and also offers a wearable. If the chances of Micromax making a wearable product has been just a rumor till now then things are sure to speed up with this latest development. 
 
Without divulging on the investment details, Micromax has categorically stated its intentions to look beyond mobile and smartphones in the coming years. This development falls in line with promise made by Micromax co-founder, Rahul Sharma who talked up the prospect of funding startups which will enable the brand to differentiate from what it has been doing all these years. 
 
 Democratising has been part of Micromax’s strategy since the start of 2015. While they have been present in the television space for a while now, they recently announced themselves in the PC+ segment with first-ever Micromax branded 2-in-1 Windows device. 
 
By investing its energy and efforts into HealthifyMe, Micromax could be angling at the wearable segment in a discreet way and now that people are getting to know all about a fitness gear, it wouldn’t come as a surprise to have Micromax making wearable debut in the coming months. 
 
Either that, or Micromax will utilize HealtifyMe’s prowess to develop software ecosystem that will be provided on future Canvas devices. Whatever be the case, it will be interesting to see if Micromax vies for some heated action against the likes of Xiaomi Mi Band.

Micromax turns messiah for startups, eyeing 20 companies to
pump $400 million

Mumbai-based <keyword id="3212715" type="UNKNOWN" weightage="100" keywordseo="Indus-OS">Indus OS</keyword>, creator of the world's first regional operating system, has left behind <keyword id="6354427" type="CITY" weightage="100" keywordseo="Apple">Apple</keyword> and <keyword id="10387" type="CITY" weightage="100" keywordseo="Microsoft">Microsoft</keyword> to take the second spot in the Indian smartphone operating system market — a first for a local software maker. 
 According to data from Counterpoint Research with ET, Indus OS had a 5.6% share in the total smartphone market during January-March, ahead of Apple's <keyword id="75489" type="ORGANIZATION" weightage="100" keywordseo="IOS">iOS</keyword> which was at no. 5 with 2.5% share and Microsoft's Windows which had a share of 0.3% — same as Samsung's Tizen OS izen OS - at no. 7. 
 "We're adding close to half a million activations every month and we expect to double this within the next six months," said Indus OS chief executive officer Rakesh Deshmukh. "We have targeted 100 million customers by 2018," he added. The company which started putting its OS in <keyword id="71696" type="COMPANY" weightage="100" keywordseo="Micromax">Micromax</keyword> smartphones about nine months ago, aims to put its OS in one in every six phones sold in the country by 2017. 
 Indus OS is available on 25 models <keyword id="6355645" type="COMPANY" weightage="100" keywordseo="android">Android</keyword> still leads the Indian smartphone market with 83.8% share for the first quarter of the year, during which 24.8 million devices were sold. Indus OS is present on 1.4 million of these phones. After Android and Indus, Chinese smartphone maker 
Xiaomi's has taken the No 3 position with a 4.1% share held by its MIUI operating system, while Cynaogen OS - used by Micromax's subsidiary YU Televentures on five models - is at No 4 with a 2.8% share of the market. 
 India has about 300 million internet users, which can potentially rise to 500 million within this year as per telecom minister Ravi Shankar Prasad, but not all are comfortable using English for all transactions. As internet companies ike <keyword id="6355629" type="CITY" weightage="100" keywordseo="Google">Google</keyword> and Facebook look to add more users which will come from tier III and IV cities and from rural India, most companies recognise the need to have local language support to attract these users. 
 
Indus OS, which raised $5 million in a series A funding from investors led by Omidyar Network in January, has larger reach than Google's own stock Android OS used on Android One phones, which is only available on about 1.2 million phones, data added. 
 
Quick growth in the regional operating system can be attributed to the target segment it addresses, that includes millions of people that do not know English and prefer using their local language not only to converse but also as in their smartphones. 
 
The OS has patented regional keyboards that support 12 languages and are capable of translating messages written in a local language to English with a left swipe and transliterating it by swiping right. It also has a local app called App Bazaar, allowing users to download apps in native languages, without requiring them to use email IDs or paying by credit cards. 
 
"Over 90% of the users have activated App Bazaar and 75% use it on a monthly basis," Deshmukh said, and added that the company was in advance stages of talks with two other handset brands to extend partnership for the local language based OS. 
 
Image credit: Indiatimes

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Who wants a new phone? Visit the Micromax flash sale

BI India Bureau

This Cyanogen powered metal Smartphone launched in India for Rs 6,999

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Old hands brought back to Micromax to take on the competitors

BI India Bureau

People are no more interested in buying smartphones online, thanks to fewer discounts

BI India Bureau

Micromax turns messiah for startups, eyeing 20 companies to pump $400 million

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Leaving behind Apple and Microsoft, Mumbai-based Indus OS takes second spot in smartphone operating system market

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