MediaTek and Micromax Informatics Collaborate on Mid-to-Premium Range Smartphones to Fuel
India LTE Market Growth
MediaTek announces HelioTM for India market and Micromax Canvas Fire 4G launched with MediaTek MT6735
New consumer research shows processor speed, battery life and multi-media top 3 key considerations for purchasing smartphones over brand or price
The MediaTek India Consumer Research Survey was conducted via an online survey
from July 31 to August 7, 2015. YouGov performed the data collection. A total of
1,200 smartphone owners and intenders from India were sampled, across Bangalore,
New Delhi, Mumbai and other markets.
New Delhi, India – September 2, 2015 – In the pursuit to democratize India’s 4G
LTE-ready smartphone market, MediaTek Inc., a global leader in fabless
semiconductor design, today announced an enhanced strategic collaboration with
Micromax Informatics, India’s leading handset player. The partnership aims to
accelerate 4G accessibility and fuel faster smartphone adoption in India’s
rapidly growing market.
As part of the company’s India roadmap, MediaTek announced the availability of
the Helio family, the premium smartphone chipsets that deliver greater
performance and efficiency; and the intention for Micromax Informatics to become
the first Indian brand to launch a device on the new Helio premium platform
using the Helio X10. In addition, the companies also released the latest
mid-range 4G LTE phone – Micromax Canvas Fire 4G – running on MediaTek’s MT6735.
The Canvas Fire 4G is an extension of Micromax Informatic’s Fire series, which
has been custom built for music lovers.
“India is at the cusp of digital revolution and at Micromax Informatics we have
been putting in concerted efforts to bring the best in class 4G LTE smartphones
to take Internet usage to an unprecedented level. Today’s partnership
exemplifies the same endeavor and we are delighted to partner with MediaTek for
its Helio Family” said Mr. Vineet Taneja, CEO, Micromax Informatics. “We have
always endeavoured to offer products based on certain needs of the consumer.
Moving forward, we will lead the 4G adoption in the country by converting all
our popular value Canvas series to 4G. Canvas Fire 4G is the first in a series
of such launches.”
This move to the premium segment also reflects consumer sentiment stemming from
a new survey commissioned by MediaTek. Rather than the traditional thinking that
brand and price are the main drivers, instead, when consumers in India purchase
a smartphone, their top three considerations are battery life, processor speed
and multimedia features. 40 percent of consumers require a premium smartphone
specifically to include a full HD resolution screen.
Researchers agree India will grow its 4G LTE market more than any other country.
Strategy Analytics predicts by 2017, India would overtake Japan to be the
world’s 3rd largest 4G LTE market. It will also surpass the U.S the same year,
to be the world's second largest smartphone market. 65 percent of India’s
current Internet traffic comes from mobile devices, according to consulting firm
Kleiner Perkins Caufield & Byer’s 2015 “Internet Trends” report.
“MediaTek is one of the leaders in the global LTE baseband market in Q1 2015
with a double-digit market share. The company is well positioned to play a key
role in the emerging Indian LTE market by enabling affordable LTE handsets with
its premium class chipsets such as the MT6735 and Helio X10, building on its 3G
success in India,” said Mr. Sravan Kundojjala, Associate Director, Strategy
“India is the next 4G LTE smartphone battleground and key to MediaTek’s mission
to power billions of devices globally,” said Dr. Finbarr Moynihan, General
Manager of International Sales, MediaTek. “With MediaTek’s wide portfolio of LTE
products from entry to premium, we have the right business and technology
strategy, along with local collaborations to make LTE a reality for Indian
consumers. The technology is going to change to higher speeds and networks and
MediaTek is pleased to collaborate with Micromax Informatics to deliver a stable
and affordable 4G handset experience.”
As two of several MediaTek 4G LTE-enabled SoCs, the MT6735 and Helio X10
represent MediaTek’s mission to make leading technology inclusive and accessible
to consumers globally. Helio X10, part of MediaTek’s flagship Helio processor
family, satisfies multimedia requirements of even the most demanding users,
featuring subsystems that support many technologies never before possible or
seen in a smartphone. The MT6735 is known for supporting full HD video recording
and playback while conserving a phone’s battery power, at a more affordable
MediaTek has invested in India since 2007, collaborating with Indian brands.
India represents MediaTek’s second largest market globally. By company
estimates, the company is the top smartphone SoC supplier to Indian brands and
has the largest market share of chipsets in mobile devices sold in India.
About the survey
Since 1997, MediaTek has been a pioneering fabless semiconductor company and a
market leader in cutting-edge systems-on-chip (SoC) for mobile devices, wireless
networking, HDTV, DVD and Blu-ray. Our tightly-integrated, innovative chip
designs help manufacturers optimize supply chains, reduce the development time
of new products, and extend a competitive edge in crowded markets. Through
MediaTek Labs, the company is also building a developer hub that will support
device creation, application development, and services for the Internet of
Things era. By building technologies that help connect individuals to the world
around them, MediaTek is enabling people to expand their horizons and more
easily achieve their goals. We believe anyone can achieve something amazing. And
we believe they can do it every single day. We call this idea Everyday Genius
and it drives everything we do. Visit mediatek.com for more information.
About Micromax Informatics Ltd :
Micromax Informatics Limited is one of the leading consumer electronics company
in India and the 10th largest mobile phone player in the world (Counterpoint
Research). Over the past 5 years, Micromax has pioneered the democratization of
technology for masses by offering affordable innovations through their product
offerings and removing barriers for large scale adoption of advanced
technologies. Micromax is currently the largest mobile vendor in India with a
market share of 22 percent in Q3 of 2014 (Canalys Report). The brand’s product
portfolio embraces more than 60 models today, ranging from feature rich, dual –
SIM phones, 3G Android smartphones, tablets, LED televisions and data cards. The
company also has many firsts to its credit when it comes to the mobile handset
market including the 30-day battery backup, dual SIM phones, QWERTY keypads,
universal remote control mobile phones, first quad-core budget smart phone etc.
The company has its operations across Russia and SAARC markets. Micromax sells
more than 3 million Mobility Devices every month, with a presence in more than
560 districts through 1, 30,000 retail outlets in India. With presence across
India and global presence in Russia and SAARC markets, the Indian brand is
reaching out to the global frontier with innovative products that challenge the
status quo that Innovation comes with a price.