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Micromax goes full throttle on 4G

by Rajeev Nair | 9月 28, 2015

Micromax last week launched three smartphones under its Canvas series, that are 4G LTE enabled and positioned in the entry and the mid-price tiers. Canvas Blaze 4G, Canvas Fire 4G are both priced at US$ 59, while Canvas Play 4G has a wholesale price tag of US$ 173. These devices would be bundled with a 4G double data plan for the next 6 months, from Airtel.  With these three launches, Micromax has more than half a dozen 4G devices in its current smartphone portfolio and is likely to double it, by the close of 2015.


The vendor known for its innovative devices and setting trends, has taken a cautious approach to the 4G market, looking to time its launches, closer to full-fledged roll out of 4G services by Airtel and the impending launch by Reliance-Jio, in December 2015. While it’s Chinese and global competitors have already been testing the 4G market in India with regular launches. Micromax was ranked no.2 in the Indian smartphone market for Q2 2015, per our latest report (India Smartphone Vendor and OS Marketshare: Q2 2015).

                               Micromax 4G

Micromax would be looking to take a major share in the 4G smartphone market, as it not only presents one of the next growth opportunity for vendors in India but this would also be in sync with its plans of scaling up the value chain, so as to retain its current smartphone user base. To attain the same, the vendor is likely to partner with multiple operators offering 4G services in future. It recently entered into a strategic partnership with Media-Tek for the roll out of mid-range 4G LTE enabled handsets in the country.  India is expected to be the third largest LTE market by 2017, per projected rankings from our latest report, available here.

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