Micromax unveils high-end smartphone; international push mooted - Mobile World Live

Micromax unveils high-end smartphone; international push mooted

28 OCT 2013

Indian device maker Micromax unveiled its latest high-end smartphone, a device which some reports suggest will see the company broadening its reach internationally.

The smartphone, called Canvas Turbo, is already available in India, priced at INR19,900 ($323.50). But Engadget said that a trial launch will take place in Russia later this year, with the possibility of launches across more of Europe subsequently.

Micromax was identified as a potential “rising star” by research firm IDC earlier this year, with the potential to grow its position in emerging markets.

In many ways, this is a strategy similar to that of ambitious Chinese vendor Lenovo: start by building share in a populous home market (India in the case of Micromax), grow volumes in order to generate economies of scale, and then offer variants of home market products in select overseas territories.

And in both cases, Russia has been deemed an appealing market, no doubt due to its large, cost-conscious customer base, and limited reach of domestic competitors.

Micromax is also pushing hard on the marketing of Canvas Turbo. The company is working with actor Hugh Jackman as “brand ambassador of Micromax Canvas series of smartphones”, and is also promising a “clutter breaking 360 degree marketing campaign across print, online and TV”.

Shubhodip Pal, CMO of Micromax, said: “The Canvas series has clearly established us as the leader in the phablet category, and the Canvas Turbo will further reinforce our aim to be the number one smartphone player in India.”

Canvas Turbo is powered by a 1.5GHz quadcore MediaTek processor, and is the vendor’s first device with a full-HD display (5-inches). The Android-powered device has a 13MP camera and 16GB of onboard storage.

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