YU Televentures, a Micromax Mobile-owned smartphone brand, grabbed headlines late last year for launching the Yureka smartphone. The Yureka packs in mid-range specification and runs on Cyanogen OS while maintaining an enticing affordable Rs 8,999 ($140) price point. The company is now working on the second iteration of the popular Yureka smartphone, YU’s co-founder Rahul Sharma confirms to BGR India.
Codenamed “Project Caesar”, the smartphone will come with improved specification, which Sharma doesn't want to reveal just yet. On the software front, it will run on Android Lollipop-based Cyanogen OS 12. Sharma noted that the smartphone will be launched in April.
Micromax Mobile, the largest smartphone vendor in India launched YU last year. It is a separate company that employs the online-only retail model. The said model has been tried and tested by several companies in India in last two years, and has been found to be successful while also reducing several overhead expenses.
“Micromax already had tailwind behind it and were growing in numbers month after month, quarter after quarter. We were thinking about what’s next and we wanted to target a different set of users – the tech natives and digital natives – the nerds.” Sharma told BGR India. “They want to customize their phones. What were we doing for them? And with that thought YU was born,” he added.
Yureka smartphone was launched in India in December of last year. It sports a 5.5-inch IPS display with 1280 x 720 screen resolution. The handset is powered by a 64-bit capable Snapdragon 615 octa-core processor paired with 2GB of RAM and 16GB of storage that can be further expanded using a microSD card. Other features of the smartphone include a 13-megapixel primary camera, and a 5-megapixel snapper upfront. It packs in a 2,500mAh battery and runs on Cyanogen OS 11.
The smartphone has been well received by Indian consumers. The company has managed to sell the Yureka smartphone in record time in the flash sales. The first flash sale saw 15,000 units sell out in within 3 seconds. Most of the sales since then have ended in within 3-4 seconds.
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