Micromax has announced a strategic investment in consumer cloud provider MiMedia in an effort to build an ecosystem of services and differentiate itself from rivals.
The moves marks Micromax’s first international investment and is part of its plan to build a robust ecosystem of devices as well as services.
Financial details of the deal have not been disclosed.
MiMedia enables users to access their digital content, including photos, videos, music and other files from anywhere, acting as a value add for Micromax customers.
Micromax is looking at investments in software startups as a way to differentiate its smartphones from the competition.
Apart from capital, MiMidia will gain access to Micromax’s scale and access to its massive device ecosystem.