YU to be an Amazon exclusive

“The first YU device is expected to see first light of day on December 18th”

When Xiaomi entered India, it took a leaf out of Micromax’s book and redefined what value for money meant in the smartphone arena. With brands like Motorola, ASUS and others also taking the online-only route, Micromax realised it needed something more to keep its hold on the market. The result was the online-only smartphone brand called YU, with devices running on custom ROMs from Cyanogen. There has been a lot of hue and cry around Cyanogen supporting the OnePlus One (review) in India and now that all the controversies are sorted, we patiently await the launch of the YU brand. The first smartphone from YU is slated for a December 18 launch and the latest piece of information about it is that it will be an Amazon exclusive. 

Micromax Yu
Micromax is trying to replicate what OnePlus did when it first launched. YU will be a separate entity and will have its own forums. It is looking towards exploring the area of developer ecosystem with the new devices and rooting a device won’t void the warranty either. The word on the street is that the launch device(s) will use the 64-bit Snapdragon 615 or 410 as the choice of chipset. 

The listing on Amazon doesn’t suggest much but asks you if you are ready to ‘Play God’. What YU is suggesting through it is that you will have so much of control over the device through the customisation on offer that you will indeed feel like God. YU is looking towards building a community of users (like Xiaomi’s MIUI) with the new brand and save on distribution costs by looking towards an online-only model of selling devices.

Expect the device to be a sub Rs 15,000 device taking into consideration that it will be a mid-ranger but who knows,  Micromax may just pull out a bunny out of the hat with the YU brand and its pricing. 


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