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Micromax is one smartphone brand that has stayed in the Indian market for the past decade. It is usually synonymous with cheap quality and rebranded Chinese smartphones, but the company is all set to change that perception with their latest press announcement.
Micromax, this week, announced a complete revamp of their branding strategy. This includes a lot of big changes like focus on other technology products, focus on software aspect and much more. Here are the top 6 things that other smartphone makers can learn from Micromax's latest Canvas range strategy.
With their sub-brand, Yu, Micromax had recently announced the launch of the ‘Around' system UI that is an innovation from the company towards an Internet of Things (IoT) future. The developers at Micromax have developed the Around interface for the user to easily locate features like cabs, movie tickets, food delivery and even holiday bookings. The Canvas 6 and 6 Pro will be the first ones from the main brand to get the Around UI feature. It can be accessed by long-pressing the home button and looks quite promising till now.
After PM Modi's induction into the Indian government, manufacturing and development in India has been a major point on the checklist of major brands globally as well as domestically. Micromax, one of the biggest smartphone OEMs in India, also partially develops products in India. But, with the launch of the Canvas 6 flagship range, the company has promised to make almost 100% of their upcoming devices at Indian manufacturing plants.
Another one of the highlights of the Canvas 6 Pro launch is that it now becomes the cheapest smartphone in India with 4GB of RAM. Priced at just Rs. 13,999, the Canvas 6 Pro now competes with Galaxy S7 and OnePlus that are atleast 10,000 rupees higher than its price.
Admit it or not, Micromax isn't known for making the prettiest phones out there. The Canvas series of smartphones was something that they originated to make it about the design. After six generations, it looks like they have finally figured out what the audience loves. The Canvas 6 has a sleek and ergonomic metal unibody while the 6 Pro has a matte plastic feel to it, that is as premium as it can get in the mid-range segment.
While the Canvas 6 and 6 Pro were the highlight of the whole event, we saw a total of 15 phones being launched in the company's different price segments. Micromax has created 6 different categories based on the user experience. The list includes first time buyers, online shoppers, lifestyle users, large screen device users, language users and of course, the mid-range premium segment.
The company also announced that they would be opening up their custom online e-store for the sale of their latest smartphone. Reportedly, both the Canvas 6 and Canvas 6 Pro will be available for pre-booking from today itself on Micromax's own e-store.