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MicromaxYU Vs Everyone Else

On the afternoon of January 13, YU Televentures began selling its first smartphone – Yureka – on online retailer Amazon’s India site. The phone was showcased almost three weeks earlier, and the Micromax unit had been heavily advertising the device. It had received 300,000 registrations for the 10,000 handsets on offer. The sale got over in three seconds and the site crashed due to heavy traffic.

“The fact that Micromax had to introduce another brand shows how weak the parent brand is. YU will cannibalise their own brand,” says Sanchit Vir Gogia, Chief Analyst and CEO of Greyhound Research.

Not everyone is bullish on the Cyanogen. Gogia of Greyhound Research says Cyanogen is installed on only 12 million devices worldwide. “A normal user does not even know what a Cyanogen is,” he says.

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