There was a time when Micromax used to sell Chinese rebranded smartphones in India, and with the introduction of its sub-brand YU, with the connotation YU Play God , its was hoped that the same mistake won’t be committed again. But one’s tendency never changes for a long time, and that was the same case in YU Televenture’s cards as it too, initially, launched rebranded phones from China, including one from Meizu. Now, after a year, the company has risen out of sound sleep to tease the arrival of a new competitor in the market from YU, which we believe to be a game changer for other manufacturers in order to survive in the Indian market.
In 2014, Micromax launched its subsidiary brand YU Televentures, with YU Yureka being their first smartphone in the market. YU was launched as a new age technology brand that strives to work with the community to create an ecosystem of connected devices. YU has aimed to provide an extraordinary product experience while offering differentiated services that delight the consumer. The company not only made smartphones, but also a powerbank, fitness band, composition scale, and a portable pocket printer.
The Cyanogen OS-powered YU Yureka was a 4G smartphone that became a huge success in the country at an affordably lower price of just Rs 8,999 with the best specifications in the market at the time. All YU smartphones were limited to online retailers, including Flipkart and Amazon. Last year, the smartphone maker launched the successor to its much popular first smartphone, to be connoted as YU Yureka 2, in September. The smartphone was a Flipkart exclusive, priced at Rs 11,999 with a 5.5-inch FHD display, a 2.5D screen, a 16MP rear camera and an 8MP selfie shooter. The Yureka 2 ran on a Qualcomm Snapdragon 625 chipset, coupled with 4GB of RAM and 64GB of inbuilt storage, further expandable via a microSD card of up to 128GB. It packed a 3,930 mAh battery with Quick Charge 3.0 support from Qualcomm.
YU was always popular, not just because of its devices but also for its mysterious tweets. The smartphone maker’s new tweet on Twitter made it active after almost a year, which hinted at the debut of their new smartphone. The tweet shows an Ace of Spades from the playing cards deck, suggesting at a phone that could be a face off between the Aces in the smartphone market. Moreover, the teaser poster also indicates that the new smartphone could be named something that starts with ‘Yu’ and has ‘Ace’ as a secondary word in it. No specifications or details have been revealed in the tweet but we await more of tweets from YU about the same.
