Yu, the new brand from domestic handset maker Micromax, on Thursday launched its first device named Yureka. The 4G device comes with Cyanogen operating system and is priced at Rs 8,999.
The products launched under the ‘Yu’ brand will be sold through the online route, emulating Xiaomi's business model. Yureka, which is a dual SIM device, will be available for pre-registration on Amazon.in from December 19 and will be available from the second week of January.
For the device, the company has entered into an exclusive partnership with Cyanogen Inc for the operating system. CyanogenMod is an open source operating system and is based on Android operating system. It offers features and options not found in the official firmware that is distributed by most mobile device vendors.
Rahul Sharma, co-founder of Micromax and Yu, said the devices under the new brand will be focused on youth and tech enthusiasts.
The device features Qualcomm Snapdragon 615 octacore processor and 64-bit multi-core CPU, 5.5-inch HD IPS display, 2GB RAM, 16GB ROM and 12.5GB memory (for apps and mass storage and expandable upto 32 GB), 13MP rear, 5MP front camera and a 2,500 mAh battery.
“Yu will allow users to root their devices, without voiding the warranty. This will allow users to run endless customisation on their device and offer an enhanced product experience, presently not being supported by any other brand in the country," he said.
Asked about the future lineup of products, Sharma said the company is working on bringing out new devices in the first quarter of next year.