Micromax introudces Yu: A new sub-brand for Cyanogen-based handsets

Micromax has announced its latest venture - an online brand YU - which looks after building software and services to offer users a customised experience. In addition to this, the big news is a strategic tie up with Cyanogen Inc., the makers of Cyanogen Mod ROMs for Android phones. So Micromax will be working to build its own layer of services into the operating system. The YU brand, owned by YU Televentures is a wholly owned subsidiary of Micromax Informatics and products associated with it will be sold online only. YU is being targetted at the new age users and we will be seeing YU branded devices launching in India from next month onwards. Speaking about the Cyanogen partnership, Micromax co-founder Rahul Sharma said, “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.” Kirt McMaster, CEO of Cyanogen added, “We’re excited about this partnership as we share a common vision around a powerful user-focused mobile experience. 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. Next month will also see the **launch of OnePlus One,** which ships with Cyanogen Mod CM11s ROM. It is a 5.5-inch full HD phone with impressive specs and powerful performance. We had **reviewed the OnePlus One** and were quite impressed with the overall package. Micromax has been known to offer customers affordable phones. If it manages to come out with a device having killer specs with Cyanogen Mod ROM on it, OnePlus One may face some heat considering the distribution channels and methods of both companies are quite different and Micromax has a better brand recall value in India as compared to OnePlus.