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Journalism of Courage
Micromax has partnered with Cyanogen to launch a new online brand called Yu. The new brand, in partnership with Cyanogen OS, will focus on working with various companies to build a layer of services into the operating system itself.
“The brand Yu owned by Yu Televentures, a wholly owned subsidiary of Micromax Informatics, will be only sold online. Led by Rahul Sharma, co-founder of Micromax, the Internet brand will cater to the new age audience. Yu devices will be announced in India from December 2014,” according to a statement.
“As YU is envisioned to build an ecosystem of connected devices and offer a differentiated user experience, we will engage directly with consumers,” said Sharma.
Micromax and Cyanogen have been in dialogue for the past one year, under the Project Yureka. Project Yureka was conceptualised to engage directly with consumers and bring innovations that solve consumer problems, not just software or hardware upgrades.
Cyanogen OS, built on Android, brings software advancements that optimize performance, customization, security, and privacy features on mobile devices.
