Micromax is one of the leading electronics manufacturing companies in India, one of the ten largest players in the global mobile phone market. In 2017, the company has become a brand №2 in Russia by the volume of mobile phone shipments, and in the IV quarter of 2015, Micromax ranked second in India’s smartphone sales (according to the data of Counterpoint). Recently, Micromax brand is often mentioned in Russian media. It is learned that the company has agreed to a long-term cooperation with “by Yandex”, and recently introduced a new smartphone Micromax Canvas 2 (2017) Q4310 with especially durable coating Corning Glass 5 screen.
How do companies manage to grow rapidly in Russia and what are its future plans, said the head of the representative office in Russia and CIS Ramnik Kohli.
At Micromax has experience of cooperation with “by Yandex” on their largest market presence – in India. In the Indian market Yandex Zen is available for owners of Micromax through preset AROUND system, which now combines and integrates services in the shopping areas, travel and food, offers people the personalized content based on their tastes and consumer preferences, using the most simple and intuitive interface .
” From the latest projects it is worth mentioning that the Micromax began working with by Yandex. Active work is being done for the integration of self-learning artificial intelligence used in Yandex Zen, in the pre-installed on smartphones program AROUND. Separately, you can note the preset applications “Sberbank Online” and online store “Bayon.ru” “, – says Ramnik Kohli.
According to a recent study of the Russian market of mobile phones and smartphones Counterpoint, Micromax Company is the second largest mobile phone shipments in Russia. Speaking of the growth plans, Ramnik Kohli said: ” Now the brand occupies 10% share of the push-phone market, and the overall brand’s market share in Russia has held steady at around 5% in units. The company has become a brand №1 in independent retail and 3 million devices were sold in 2016. By March 2018 Micromax plans to increase the figure to 7-8%, and is steadily moving to the target . ”
At this point in the company’s portfolio includes more than 60 different devices: multi-function phone with two SIM-cards, 3G-smartphones on Android, tablet PCs, LED-TVs and memory cards. ” The demand and falling interest in the brand from consumers allows us to provide the most advanced design. The latest generation of smart phones, and TVs with LED-screens will be the priorities for the near future “, – said Kohli.
The company’s product strategy is focused on its presence in all price segments, an increase in the average ticket and the best price offer in the most popular categories. Ramnik adds: ” Over the past 4 years the company Micromax on the Russian market has strengthened enough and now enters the next stage – not only offers low cost device, but also gadgets middle segment. New Micromax Canvas 2 (2017) just to meet these expectations . ” News presentation was held in late March in Moscow. Micromax Canvas 2 (2017) Q4310 has a smooth design, leaves the stylish chrome black color. The shell thickness of 8.5 mm makes it super-thin and light, the device weight – 160 grams. The screen has an oleophobic coating on it is not fingerprints during operation and are not visible glare. Smartphone also has fingerprint sensor 360 ° view angle.
The main camera on the 13-megapixel sensor has received f/2,0 diaphragm, auto-focus, a number of different additional features to enhance the quality of images, such as a “panorama view”, “the HDR-shooting” effect “bokeh” and the feature “pretty face”.
The front 5-megapixel camera has an aperture f/2,2, wide-angle lens with a viewing angle of 84.3 degrees, as well as the function “wide selfie” and “beautiful face”. The “beautiful face” is specially designed for portrait shooting, and the effect of “bokeh” allows you to take natural pictures with a blurred background comparable to photographs obtained on reflex camera (SLR).
The Micromax future plans to produce not only the cost of smart phones, but also gadgets middle segment. Speaking about the global plans of the company, Ramnik said: ” The common feature of the planned innovations – emphasis on performance, quality and camera design. Micromax – one of the few companies among the B-brands with its recognizable design language: in the previous series Warrior and Juice uses a single design of each series. The company plans to stick to this in the future. In a new series of smartphones that will be released in the fall, this trend will also be traced . “