Micromax mobile become a largest smartphone vendor in India, keeping behind samsung


Samsung is no longer the largest smartphone vendor in India, as research firm Canalys is reporting that Micromax shipped more units than the South Korean vendor in the fourth quarter. Local manufacturer Micromax accounted for 22 percent of all smartphone sales in the country during the last quarter of 2014, while Samsung came in second with a 20 percent share.

Micromax sold 4.6 million devices in India, while Samsung managed 4.4 million sales. This is the first time Samsung lost out to Micromax in the smartphone segment in India. According to Canalys, a total of 21.6 million smartphones were sold in the country in Q4, an increase of 90 percent from the same time a year ago.

A majority of sales came from the budget segment, with nearly a quarter of all devices sold priced at under $100. Devices in the $100 to $200 category amounted to 41 per cent of all sales. Indian manufacturers Karbonn and Lava came in at third and fourth, with sales of 2 million and 1.5 million respectively.

Micromax has redoubled its efforts in these segments, partnering with Cyanogen in launching an online-only sub-brand called Yu. The first handset, dubbed Yu Yureka, comes with CyanogenMod out of the box and is now available for sale exclusively on Amazon India.

After losing momentum in the budget segment, Samsung has also stepped up its momentum in this category with the launch of the Z1, the vendor’s first Tizen-based handset.

Pitch perfect pricing and personalization helped India’s Micromax Informatics Ltd. overtake Samsung Electronics Co. to become the country’s biggest smartphone seller during the three months through December.

Micromax accounted for 22% of the market in that period according to research firm Canalys, compared to 20% held by Samsung.

The six-year-old company has become the most-popular handset maker by offering phones at much lower prices than global brands but also by tweaking their devices to suit Indian tastes.


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