Micromax is one of India’s largest Mobile and consumer electronics manufacturing company, and without doubt it has gained a lot of popularity over the years for its value-for-money smartphones and smart advertising.
Gurgaon-based handset maker had a major launch event on 13th April, where they launched 20 new devices, in its new avatar, Micromax 3.0.
Micromax has launched 15 new smartphones, all at once, along with two tablets and three LED TVs. The handsets include the popular Micromax Canvas flagship series.
Rahul Sharma, Co-Founder – Micromax, at the event said, “We are kicking in Micromax 3.0. Smartphones was the second inning for us, but this is the new us. We are going to the market with a sharper focus. In the coming months, you will see more ‘connected devices’, services and the brand getting into more emerging markets.”
About Micromax’s revamped strategy and brand
The handset maker did not have enough of its funny tagline, that it came up with a new one – ‘Nuts:Guts:Glory’. The first word does not make sense to me at all, so I’m going to skip it. Guts and glory are understandable considering Micromax has launched a lot of smartphones which were quite rebellious for their time.
A new logo also has been unveiled, which is not very different from the previous one, but definitely not so much in-face. It is a flatter version of the existing design, the white fingers have been replaced by orange and the logo looks exactly like a punch now.
At the grand event, Micromax talked about its plans to become a top 5 global player by 2020, which could be ambitious but definitely not unachievable. It has forayed into Russia and is already the third largest seller there.
Micromax is also looking to connect over 100 Million devices in the next two years. They will be doing this with a service called ‘Around’ which will do everything from booking a cab to shopping online.
What devices were launched?
When a company launches 15 smartphones in one day, you can be sure there is one phone at every specific price point. The smartphones include Canvas 6, Canvas 6 Pro, Bolt Supreme, Bolt Supreme 2, Canvas Spark 2+ and Canvas Mega 2 etc. amongst the prominent ones.
There are also two 4G-enabled 7-inch tablets along with a 50-inch, 40-inch and 32-inch LED TVs. All the devices will be rolled out to customers one by one in the next four weeks.
The flagships, Canvas 6 and 6 Pro, have both been priced at Rs 13,999 and come with some high-end features like 3+ GB of RAM and fingerprint sensor on Canvas 6. However, both the phones are quite different in nature and do not share the same body structure either. It is good to have two flagships with different features, each suitable to a particular type of buyer.
This new brand revamp and all-guns out launch by Micromax seems to be its method of getting into serious business globally. Sadly, there is no innovation at their end and its has become a factory of phones churning out unwanted handsets with poor future-proofing.
Most of these phones end up becoming backups to other handset makers like Samsung, Apple and LG, which does not serve the original purpose. We hope to see Micromax innovating and integrating all its devices like LeEco’s platform.