Micromax steps up to 4G strategy with launch of Canvas Express 4G

World's tenth-largest mobile phone maker, Micromax on Wednesday extended its range of 4G smartphones with the launch of 'Canvas Express 4G'. The phone, priced at Rs 6,599, will be available exclusively on Flipkart from 18 November.

The new product is touted to be one of the cheapest phones enabled with 4G technology and is expected to be a stiff competitor in the Rs 5000-7000 range. 

The 'Canvas express 4G' comes with a 1GHz quad core processor, Android Lollipop 5.1 and inbuilt 2GB DDR3 RAM, expandable up to 32GB. The device has a 8MP rear camera and 2MP front camera. 

Micromax started its strategic relationship with Flipkart with its exclusive Xpress series in August this year with the launch of Xpress 2. Within 3 months, Micromax sold over 3,00,000 units of Xpress 2 making it one of the most successful smartphone in the sub $100 category.

Speaking to the media, Mr. Vineet Taneja, CEO, Micromax Informatics stressed on the company's commitment to lead the 4G revolution by providing new user experiences and latest technologies at the most attractive price to specification ratio.

When asked about the longitivity and phasing-out of the existing phones after the launch of such smartphones, Taneja said that the average life span of phones varies from six to nine months before they phase out. 

Micromax Nitro-1 is already phased out, while the Nitro-2 would take another three-four months before phasing out, he added.

The company expects all phones above the range of Rs 6,000 to be 4G enabled. However, this will not affect the manufacturing of phones enabled with 3G technology, like the Bolt series as they are mass-driven phones catering to a large segment of the society.

Taneja remarked, "We expect to sell at least half a million handsets by month end. Our focus for the next couple of quarters will be the value of money we provide to our customers."

Drawing numbers, he said 30 per cent of the smart phones have already shifted to 4G technology, with most of the remaining expected to shift to the same by next year.

The launch comes at a time when most of the brands are shifting their focus to making products laced with maximum features at an affordable price range in a bid to attract the masses. With this launch, Micromax plans to emerge as one of the most sought after brands in the country and take the race with its competitors to a different level.