It’s not often that a new mobile manufacturer comes up and launches itself in an extremely competitive market already saturated with mobile phones catered to all types of audiences. However, if said company enters a market as huge as India and becomes the third largest retailer within a span of just two years, then trying to enter a market like GCC that has a lot of Indian expats are from India makes perfect sense. As such, Micromax launched their entire lineup of mobile handsets in the UAE, Oman, Kuwait and Qatar this week.
The handsets themselves will be out in retail shops across the region when GITEX starts next weekend, which is also when the prices will be revealed. Micromax plans to target a huge range of audiences by launching 10 mobile handsets within the region. Their entry level handsets claim to have a standby battery life of 30 days (talk time 17 hours) while others focus on music playback and social networking (with full QWERTY keyboard).
From their entire range, three phones in particular caught my eye. The G4 gaming phone supposedly has built in motion sensors that allow you to play games on your TV and use the mobile phone as a controller. On display they had a badminton game running on a Windows XP laptop hooked up to an HDTV. As you can see from the video below, the game looks and plays a lot like Wii sports, although not as good.
Next up was their Q55 Bling phone which is targeted exclusively at ladies with its Swarovski Enlightened Elements. The phone is designed with a very minimalistic approach, keeping it elegant and practical with the flip QWERTY keyboard.
Finally their flagship model, the X550 is Micromax’s high-end smartphone. Sadly the phone comes with a resistive touchscreen (as do all of their touch sensitive models) with a 3.2mp camera. How this will compete with other smartphones from HTC, Nokia and the iPhone will depend completely on the pricing of this unit. In fact that’s the case with all of Micromax’s handsets, competitive pricing and aggressive marketing to their target audience will get them somewhere, but they need to show more quality and features if they are to dissuade the average consumer from buying some other popular brand’s mobile.
From auditing to editing, I now test and analyze the latest gadgets and games instead of the latest financial statements. Both jobs are equally intense and rewarding. When I'm not burning up hardware in the name of science, you'll find me nuking in DOTA 2 or engineering in TF2.