Yu, the subsidiary brand of Micromax is planning to release a new Yureka smartphone on June 1. The company has sent out the Media invites regarding the launch. The latest teaser reads ‘Break rules, Shatter stereotypes’ with the hashtag #BlackAintForAll. All these confirms the availability of black color variant, which is an ongoing trend in the Indian smartphone market lately.
Black is never out of fashion, Yureka Back with Black:
These are the taglines used by the company on their teasers. The image also hints at the black metal body with antenna lines. With only a camera cutout at the back, the device may have a Fingerprint sensor at the front, or it may not have one. The specs and additional details of the phone are not yet known. But we speculate the device to be an entry level or mid-range option in the price bracket 10-15k. As the brand is already struggling in the market, It was not supposed to launch a flagship device.
Going back 2016, Yu also launched flagship Yutopia which turned out to be a failure. Their recent launch Yunicorn didn’t either turned the game for them. So this time Yu is expected to play safe, providing all round specifications for the budget users. In present market scenario, they also need a USP to differentiate their device from others.
Yu is one of the first companies to offer value for money specifications with its ‘Yureka’ in the budget segment. But later it failed to cope up with the strategies of the companies like Xiaomi, Oppo, and Vivo.
Now the Micromax and Yu combined market have fallen, and they are no more in top five smartphone brands in India. Also, During the last years, Micromax has kept their more potential on the home appliances rather than Smartphones. In fact, they have launched very fewer phones, settling down for entry-level segments.
From the last two years, the Indian Smartphone Market has become a conundrum for the Micromax. Can this new device Shatter stereotypes and change the scenario of the company? But that’s not going to be an easy bet.