Micromax Informatics Limited is one of the leading consumer electronics company in India and the 10th largest mobile phone player in the world (Counterpoint Research). Over the past 5 years, Micromax has pioneered the democratization of technology for masses by offering affordable innovations through their product offerings and removing barriers for large scale adoption of advanced technologies.
Micromax today announced its entry into the growing premium smartphone category with the launch its first Dual Camera smartphone – Dual 5, the first in the upcoming Dual series. Micromax aims to achieve a 10% market share of the premium smartphone category (INR 20K+) in the year 2017, as it gears up to introduce multiple products in the category. The entire smartphone portfolio in various price brackets in 2017, will be 4G enabled, in line with the industry trend and consumer demand.
As a leader in mobile innovation, Micromax continues to surge ahead by exploring possibilities for consumers to offer best of hardware, software and services. Dual 5 is a complete package with best-in-class design, software capabilities and impeccable performance. Engineered to deliver top notch smartphone experience, the new smartphones in the Dual range bring disruptive amalgamation of smartphone design, security, camera and performance at attractive price points.
Commenting on the launch, Mr. Rahul Sharma, Co-Founder, Micromax Informatics “From the very onset, every step and move Micromax has made, is about simplifying the lives and needs of our consumers by bringing seamless smartphone experiences for them through a secure connected eco-system. India is a market where people buy smartphones across price segments, both affordable and premium. We perceive that the trend for dual cameras is bound to grow with camera being an important consideration for consumers when buying a smartphone. With the launch of our Dual series, we are bringing advanced camera technologies to a larger set of consumers. The new smartphones truly manifest our in-depth R&D, design expertise and manufacturing ability. This is a smartphone made for India, by India”
He added, “As smartphones become the most important element of consumer landscape in India, our entry into the premium segment aims to further simplify the eco-system with a combination of hardware, software services, digital payments, customer service and more. We aim to increase our ASP by 20% in the year to come with new launches planned in Rs. 10K+, Rs. 15k+ and Rs 20K+ category.”
To bolster its leadership position in the handset market, the company had recently announced the launch of its Bharat series to bring affordable VoLTE devices both in the feature phones and affordable smartphone segment with Bharat 1 & 2 in the sub INR 3300 category. Micromax is aiming to sell 5-6 million units of the upcoming Bharat 1 4G VoLTE feature phone and Bharat 2 VoLTE smartphones in India over the next 5-6 months.
Micromax has achieved many milestones in 2016, which includes over 12% market share in the LED Television business, expansion of its AC range with an aim to achieve a market share of 10-15% share in the next three years, investments in 10 start-ups, and expansion of its manufacturing facilities Micromax is also amongst the top 3 brands in all other geographies beyond India as well and its international markets, which contributes close to 8% to the overall revenue. The company has also been one of the front runners of the ‘Make in India’ initiative and have already three operational plants in Rudrapur, Telangana and Bhiwadi with a capacity of 5 million units every month. Micromax has also invested heavily on customer service, reducing its open calls from 1,37,000 to around 25,000. It recently also announced an independent fund ‘Orbis Capital’ that aims to invest internet start-ups.
Micromax continues to push the boundaries of hardware, software and services to create devices that are designed to improve how consumers connect, share, organize and get more out of everyday life. The new smartphones in the Dual range come with the Micromax care app and will offer a seamless hassle free experience to the consumers. The app will offer an end-to-end experience to the customer right from registering the complaint to tracking and closing it with doorstep service promise. The smartphones also come with a one year free replacement warranty which includes issues related to screen damage as well. Taking its service promise ahead, the company will provide free pick up and drop of the device and will close the service request within one business day in the metros.
The new Dual 5, takes the smartphone security and privacy to the next level as it comes with the same EAL 5+ security as a bank card, which is much more secure than the EAL 2+ security featured in other smartphones. The device comes with Unique Fingerprint with a quick response time of 0.35 second. And is equipped with a separate security chip to provide independent storage for your fingerprint and password information.
Micromax is rolling out Bajaj Finance’s EMI scheme for the Dual 5 smartphones. The financing scheme will be further extended to other products in the Dual portfolio.
Micromax Dual 5 features a premium metal body chamfering on edges that gives the premium look to the device. With the Arc design, the phone is more seamless and fits the palm of the hand more comfortably without compromising the feel and appearance of the device. It is equipped with stereoscopic multi antenna added within body that helps in enhancing the signals.
With the Selfie and Photos becoming a global phenomenon, Dual 5 comes with an intensified camera system. The device consist of Wisdom Double Photo 2.0 consists of two cameras – Black and white with ordinary camera 3 times the amount of light, you can capture more contour details and fibre cents finish. The device boats 13MP+13MP Dual Rear Camera and 13 MP Front Camera with flash. It is fully equipped with Dual Camera capabilities that automatically combines depth of field & focus to capture DSLR quality images. In rear camera users, can snap easily and click more pictures as Dual mode is enabled by default and image clarity is maintained even in low-light conditions. The dual camera can also record the depth of real-time information and automatically synthesize 3D videos and 3D photos which can be viewed using VR glasses.
The Micromax Dual 5 provides is powered by Qualcomm Snapdragon 652 and faster memory for quicker system performance that is 933MHz. The device is LTE enabled and integrated graphics with 64-BIT processor. Users can now enjoy the hassle-free storage with device’s high-speed memory along with 128GB ROM that means you can store more than 30,000 photos, 20,000 songs and 4000 games. Users also don’t have to worry about battery backup as it is coming with 3200mAh Battery with Quick Charge 3.0 & Power Saving Mode