Micromax is one of the leading manufacturers of electronics in India, one of the ten largest players in the global mobile phone market. In 2017, the company became brand №2 in Russia by the volume of supplies of mobile phones and, in the fourth quarter of 2015 Micromax ranked second in India in sales of smartphones (according to Counterpoint). Recently, the brand Micromax is often mentioned in the Russian media. It became known that the company agreed on long-term cooperation with “Yandex”, and recently introduced a new smartphone Micromax Canvas 2 (2017) Q4310 with a reinforced screen cover Corning Glass 5.
As the company is able to develop rapidly in Russia and what are its future plans, said the head of representative office in Russia and CIS, Ramnik Kohli.
At Micromax already has experience of cooperation with “Yandex” in its biggest market presence in India. In the Indian market Yandex Zen available for owners of Micromax using preset AROUND the system, which now combines and integrates the services in the areas of shopping, travel and food, offers people personalized content based on their tastes and consumer preferences, using the simple and intuitive interface.
“From recent projects it is worth mentioning that Micromax has started to cooperate with Yandex. Actively working on the integration of self-learning artificial intelligence that is used in Yandex, Zen, preinstalled on smartphones AROUND the program. There is also a preset of application “Sberbank Online” and online store “Bayonne.”ru, “says Ramnik Kohli.
According to a recent study of the Russian market of mobile phones and smartphones Counterpoint, the company Micromax is the second largest supply of mobile phones in Russia. Speaking about the growth plans, Ramnik Kohli notes: “the brand Now occupies 10% market share of push-button phones, but in General the market share of the brand in Russia, holding steady around 5 % in units. The company became the # 1 brand in independent retail, and for 2016 it has sold 3, 000, 000 devices. By March 2018, Micromax is planning to increase the rate to 7-8 % and is steadily moving towards the goal“.
At this point in the company’s portfolio includes more than 60 different devices: feature phones with two SIM-cards, 3G-Android smartphones, tablet PCs, LED TVs and memory cards. “Demand and persistent interest in the brand from consumers allows us to provide the most advanced developments. The latest generation of smartphones and televisions with LED screens will become priority directions for the near future, “stressed Kohli.
Product strategy the company aims to have presence in all price segments, the increase of average check and best price offer in most popular categories. Ramnik, adds: “Over the past 4 years, the company Micromax in the Russian market is quite consolidated and is now into the next stage offers not only fiscal devices, but the gadgets of the middle segment. New Micromax Canvas 2 (2017) just meets those expectations“. Presentation of the novelties was held in late March in Moscow. Micromax Canvas 2 (2017) Q4310 has a smooth design, and comes in a stylish black chrome color. Case thickness 8.5 mm makes it super slim and light weight — 160 grams. The screen has an oleophobic coating, it does not leave fingerprints when you work and are not visible glare. The smartphone also has a fingerprint sensor with 360° angle readout.
Primary camera 13-MP sensor got a aperture of f/2.0, autofocus and a variety of additional features to enhance image quality, such as “panorama”, “HDR photography”, “bokeh” feature “beautiful face”.
Front 5-MP camera has an aperture of f/2,2, wide-angle lens with a viewing angle of 84.3 degrees, and features like “wide selfie” and “beautiful face”. Function “pretty face” is specifically designed for portraiture, and the bokeh effect allows you to take natural pictures with a blurred background, comparable to the photographs obtained on the mirror camera (SLR).
In the future, Micromax is planning the production of budget phones, but gadgets of the middle segment. Talking about the global plans of the company, Remnick notes: “a Common feature of the planned new features focus on performance, camera quality and design. Micromax is one of the few companies among B-brands with its recognizable design language in the previous series and Warrior Juice is a common design in each series. The company plans to stick to it in the future. In smartphones the new series, which will be released in the fall, this trend will also be followed“.