Micromax and Sistema tie-up to launch new smartphone

The Canvas Blaze, which is built on Android's Jelly Bean platform, is a dual SIM phone with CDMA and GSM slots.
The Snow Maiden
Canvas Blaze. Source: Press photo

Indian handset manufacturer Micromax, which is entering the Russian market this month, has tied up with Sistema Shyam TeleServices to launch a CDMA and GSM dual SIM smartphone called Canvas Blaze.

“Our new offering on 3G EVDO with GSM dual SIM smartphone based on a Qualcomm Snapdragon processor will help GSM consumers take advantage of the superior 3G EVDO network of MTS (Sistema’s brand in India) while retaining their GSM number,” Micromax co-founder Vikas Jain said in a press note. “Supported by a strong distribution channel and retail presence of both the companies, our aim is to catalyze the mobile Internet penetration in the country,” he added.

Canvas Blaze, which has a 5-inch screen size, is built on Android's Jelly Bean platform. The dual SIM smartphone will have one slot that will work on 3G equivalent CDMA network of MTS and the other will support a GSM SIM. The phone is prized at Rs 10,999 (around $185). “Canvas Blaze has been bundled with FREE Data and Voice benefits for 6 months providing a complete package for the customers,” Leonid Musatov, Chief Marketing & Sales Officer of MTS India said.

Micromax has a market share of around 10 percent in the Indian smartphone market, which is one of the fastest growing in the world.  12.8 million units of smartphones were sold in the country in the third quarter of 2013, a rise of 28 percent over the previous quarter.

Micromax and MTS will also introduce a range of co-developed smartphones the companies said in a joint press note. It is unclear whether the Canvas Blaze would be launched in Russia.

The Indian handset manufacturer enters the Russian market this month.  Analysts told RIR earlier that Micromax faces a very tough and competitive environment in Russia. “While entering the Russian market Micromax may face same problems as other similar brands did: yet not many consumers aware about its products,” a spokesman for Svyaznoj, one of Russia’s largest retail chains, said. “Micromax will have to make efforts to make its gadgets popular. In case of sufficient branding and promotion the devices of the Indian manufacturer will advance.” The company has hired popular Hollywood actor Hugh Jackman to be its brand ambassador, a move that should help it in the Russian market. 

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