Micromax’s sister brand, Yu announced its first device, Yureka in New Delhi earlier in the day. The device is the first collaboration of an Indian OEM with the renowned Android mod-ing company, Cyanogen. CyanogenMod has over the period of time become one of the best third party ROM providers for several Android devices, and with their near stock Android look with added features has a huge following as well as dev community support.
The first device under the Yu brand, Yureka will be an online exclusive product and will sell on Amazon only. There are no plans, at least in this quarter to bring it offline as Yu only wants to target the niche category of Android enthusiasts who are psyched by the development bug. Yu as a brand will stand on the two major pillars of personalization and services. Yu promised that they will provide to the door service in case the device needs a repair, which will be first of its kind initiative in India along with a promise to provide kernel files, unlockable bootloader and no void of warranty despite rooting. In terms of personalisation, Yu has teamed up with Cyanogen to launch an all new theme store where developers can upload their themes for free or a set price.
In terms of specifications of the device, the Yureka is anything a mediocre phone. It is powered by a Snapdragon 615 Octa Core SoC and has a 5.5 inch 720 P display. The phone has an internal memory of 16 GB which can be expanded using a Micro SD card.
There is a 2 GB DDR3 RAM on board and the phone supports Indian LTE bands. Yureka is a Dual SIM smartphone and will run Android 4.4 with a promise to upgrade to Android 5.0 very soon. There is a 13 MP rear camera and a 5 MP front-facing camera, while the battery is a 2500 mAh removable Li Polymer unit.
In our brief time with the device, we were impressed with the overall build quality of it. Despite it being a plastic unit, there was no general creaking in the unit and the moonstone back actually provided very decent grip. There are three capacitive buttons on the bottom, with design layout fairly similar to the HTC First, which was pretty odd. While we cannot comment on the intricate performances such as the camera or benchmarks, we did find the phone to be fairly snappy. The screen looked pretty sweet too, though we were not really sold on the 720 P resolution on that 5.5 inch size and the bezels on the unit.
We could not test the output from the speakers int he demo zone thanks to the loud noise, but it definitely did not look like an issue. Micromax claims that the battery on the device is 25% better optimised than any competitive product so it would be interesting to see how that holds out. From a software standpoint too, a few interesting features such as random numeric pad, remote wipe, theme store etc have been added to add value to CyanogenMod.
We hope to have the unit in with us for a detailed review very soon, but a price of Rs 8,999 definitely sounds very tasty. How many units or how easily the device will be available to the public is a question nobody can answer, but for now, Micromax has definitely got us and a lot of tech community very interested.