Micromax is launching its first Android phone this week [read the specifications of A60] and the company is betting big on its Android products (expect more Android phones in the coming 6 months).
Micromax A60 runs on Android 2.1 (Eclairs) , has an internal memory of 150 MB (expandable upto 32GB) and 3.2 MP camera.
The company is catering to youth segment (in a way, introducing Android to them) and the price of Micromax A60 is quite affordable (Rs. 8,000 only). The company has even launched MyFirstAndroid.com, in order to promote A6 (and the subsequent Android phones which they are launching aggressively in the coming months).
Now that there are so many Android devices in the market, Micromax plans to differentiate itself packing these Android phones with useful feature sets (maybe, mosquito repellant phone?). The company has focused on some of the pain points which others ignore – most importantly, being battery life.
The challenge for Micromax lies in moving up the brand chain – they have focused heavily on rural market (80% of their sales happens at rural market) and cracking the ‘blackberry/executive’ market (which they are aiming at) or the smartphone market will not be easy, owing to it’s brand perception of being a mass market phone.
What’s your take?