Micromax today announced the launch of their upcoming online brand ‘Yu’ which aims to build integrated software and services and offer a customised experience for users. For this very purpose, it has partnered with Cyanogenmod Inc, the makers of Cyanogenmod OS for their software prowess. Micromax will release the first smartphone from ‘Yu’ next month in India. Read on for details.

The brand ‘Yu’ owned by YU Televentures is a wholly own subsidary of Micromax Informatics and will be wholly sold online similar to Xiaomi & OnePlus. It is led by Rahul Sharma, co-founder of Micromax and will be focus on tech enthusiasts looking for a differentiated, customizable and robust user experience from their smartphones.

“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” added Rahul Sharma, co-founder of Micromax.

For those who don’t know, Cyanogen OS, built on Android™, is known for delivering a number of rich software advancements that optimize performance, customization, security, and privacy features on mobile devices and is absolutely feels great to use.

Expert Analysis

It will be interesting to see Cyanogenmod based devices coming from Micromax. Online sale model also points to value for money devices similar to OnePlus One and Xiaomi Mi 3. Micromax also has a respectable service network in India which is a major plus. One only thing that the company should take care of is the supply of the devices when it finally hits the country.