On Monday with the launch of the Unite 4 and Unite 4 Pro smart phones Micromax has expanded its Unite range. A variety of Indian languages at the system level is supported by its Unite series. Smaller towns and semi urban areas were targeted when it was first launched. Now with its latest Unite series smart phones the domestic smart phone maker wants to target the untouched non English speaking consumers.
To learn details regarding how the company plans to accommodate the untouched vernacular smart phone market and Micromax’s partnership with Indus OS, Gadgets 360 sat with Shubhajit Sen who is the Chief Marketing Officer of Micromax Informatics. It was revealed by Sen that the Unite series has been one of the most successful product lines for Micromax. Till today they have sold more than 2.5 million units and there have been 35 Micromax smart phones that feature’s Indus OS in the last one year of partnership. Sen also said that we have been talking about this for a fairly long time and we think language and vernacular in India is much underserved when it comes to digital. There’s this problem of consumers not getting vernacular digital content. In our estimate from user research, 40 percent of all WhatsApp messages are now written in vernacular and talking about Twitter, 2 out of 10 top trends on Twitter are non-English. We have successful history when it comes to language phones. The Unite series for us has been single most successful range for Micromax and we have sold over 2.5 million units.
While revealing some data points from the company’s analytics he said that in spite of being offered an option to choose the stock Android UI 87 percent users choose to use Indus OS on Micromax smart phones. He added that 97 percent of consumers continue to use the Indus OS keyboard even though they are offered an option to switch to the Google keyboard app.
