Aimed at the digital youth in the country, Micromax launches Yu brand in India.

One of the largest smartphone maker in the country, Micromax, launched a new brand ‘Yu’ that is aimed at the digital youth of the country. The focus of the brand will be on the tech enthusiasts. The smartphone manufacturer has partnered with Cyanogen to make this possible. The phones will be running the Cyanogen operating system.

Micromax Yu brand

The phones will give users the opportunity to download their own software updates when they like. It is like giving a user a bootlegged access to the phone, where they can make the changes they want with it. The phone will be user-customizable and that is going to be its USP. The company stated that the smartphone will go on sale from December, but no details were given about the pricing.

Micromax co-founder, Rahul Sharma said, “This will be a game changer not just in India but globally too. Yu has been envisioned for building an ecosystem of connected devices and offer customised experience to users. 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.”

There will be a dedicated user forum that will have people giving software suggestions and new ideas. The team will then go through the whole forum and incorporate these changes in the next update every 15 days.

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