Micromax collaborates with UNISOC, launches new notch-display phone to rival Vivo, Oppo

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Man with 3D glasses plays with video games

Making a comeback, Micromax launches a new phone with competitive pricing to beat Vivo, Oppo in the Indian market

Micromax, the company known for its market disruption with affordable mobile phones, is all set to make a comeback in the industry. Recently, Micromax iOne smartphone was launched in the Indian market priced at Rs 4,999, thereby competing with the likes of Vivo, Realme, and Oppo. The market buzz about the phone has been high as it features the latest Android 9 Pie with a 19:9 notch screen, making the display equivalent to iPhone X.

Talking about the company’s adherence to the old success mantra of quality phones at economical prices, Sunil Joon, Head Strategy, Micromax Informatics Ltd. said, “We understand that consumers today demand a complete package —a smartphone that has a good camera, screen that is large enough for content viewing, battery that lasts a day and great aesthetics – all at an affordable price point.”

Experts suggest that the phone has been designed with special consideration to the tier-2, tier-3 market customers. Considering the basic, yet necessary requirements of customers in smartphones, the Micromax iOne features a 5.45-inch HD display, 2200 mAh battery, and 5 MegaPixel camera on front and back. In addition, both the camera lenses come with an attached LED flash for better selfies and typical photography along with other modes such as time-Lapse, slow-Motion, and bokeh mode.

Micromax iOne is powered by the UNISOC SC9863 Octa-core chipset, making it the first phone in India to use the UNISOC technology. With UNISOC collaboration, users will be able to experience advanced technical features such as 3-D imaging and voice assistant without any compromise on the performance.

Contrary to the approach of other mobile brands in the market, the Micromax iOne has been launched in only a single variant packed with 2GB RAM and 16GB internal storage with possible expansion up to 128GB via external SD card.

“Continuing to build on the vision of democratizing technology, the newest addition to the Micromax family will make the new #iOne a sought-after purchase for consumers across the country,” added Sunil Joon. Looking back at the operations of Rajesh Agarwal’s Micromax, the company has followed the unique strategy of product positioning and audience targeting. While the convention prioritized features and urban areas, the Rajesh Agarwal-Rahul Sharma approach of ‘necessary features in affordable price range’ has, till date, been instrumental in helping Micromax make headway in the market.

While it will be interesting to see the market response, the phone could appeal to the first time smartphone buyers due to the trust factor of an Indian manufacturer and the feature-price balance.

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