Micromax's first smartphone under its new series of Cyanogen OS powered smartphones, the Yu Yureka will go on sale today for the first time. Around 10,000 units of the smartphone, will be available for purchase from Amazon India from 2PM today to registered members only for Rs. 8,999.
The Yu Yureka features a 5.5-inch HD IPS LCD display, a 64-bit octa-core Snapdragon 615 processor, 2GB RAM, 16GB internal storage, and a 2,500 mAh battery. It is equipped with a 13-megapixel primary camera with 1080p video recording, and a 5-megapixel secondary front-facing camera. It is a dual-SIM smartphone with 4G LTE connectivity on the primary SIM, while the secondary SIM card slot is capable of connecting to 3G networks. The device competes with Xiaomi's Redmi Note 4G, though the latter lacks dual-SIM card slots.
Apart from the high-end specifications, the device also became popular due to its software – it runs a Cyanogen OS 11, a modified version of Android 4.4 KitKat with huge number of customization options. Micromax has promised that they will provide consistent software updates to the device for 2 years.
The Yu Yureka, which was officially announced last month, is a part of Micromax's strategy to sell smartphones exclusively online at dirt cheap prices. This strategy is similar to that of Xiaomi's and OnePlus', where they sell high-specced smartphones at a very low cost, bypassing the commissions given to middlemen as well as money required for conventional marketing methodologies.