Micromax changes strategy, announces foray into premium segment


Micromax Informatics which till recently was focusing on the lower and mid price segment in the Indian market has announced a major change in its strategy  by announcing the launch of 4G smartphone Dual 5 priced at Rs 24,999. With this Micromax has announced its foray into the premium segment in the Rs.20,000 plus range. The company which is eyeing 25 per cent business growth during 2017-18 as also announced that all Micromax phones will now be 4G enabled. Micromax has been constantly working to upgrade the technology that it uses in its smartphones and have registered 10-12 patents in 2016. The company plans to file more patents this year with focus on security, imaging and consumer experience.

Micromax Informatics Co-Founder Rahul Sharma said durig the launch of Dual 5 that “Premium customers in the country need an option to buy something which is made in India, made for India and made by Indians. The Dual 5 will be made in India like our other phones.” He further added that “Our entry into the premium segment aims to further simplify the eco-system with a combination of hardware, software services, digital payments, customer service and more. We aim to increase our average selling price by 20 per cent in the year to come with new launches planned in over Rs 10,000, Rs 15,000 and Rs 20,000 categories.”

The new Micromax Dual 5 will have a 13 MP dual rear camera with Sony sensors and a 13 MP front facing camera. Equipped with Qualcomm Snapdragon processor Dual 5 spots Corning Gorilla Glass 3 and a 3200mAh with quick recharge feature. It has got a 4GB RAM and 128 GB internal memory. Micromax which will start selling Dual 5 from April 10 is also offer a one year free replacement in case of screen damage.

Micromax with a aim of achieving 10 per cent market share in the premium smartphone category is also rolling out Bajaj Finance’s EMI scheme for the Dual 5 smartphones. The financing scheme will be extended to other products in the Dual portfolio.

Apart from aggressively promoting and selling Dual 5 series, Micromax plans to launch its first 4G feature phone Bharat 1 and Bharat 2  at a starting price of Rs 1,999.


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