In terms of personalisation, Yu has teamed up with Cyanogen to launch an all new theme store where developers can upload their themes for free or a set price. Yu promised that they will provide to the door service in case the device needs a repair, which will be first of its kind initiative in India along with a promise to provide kernel files, unlockable bootloader and no void of warranty despite rooting. Yu as a brand will stand on the two major pillars of personalization and services. There are no plans, at least in this quarter to bring it offline as Yu only wants to target the niche category of Android enthusiasts who are psyched by the development bug. The first device under the Yu brand, Yureka will be an online exclusive product and will sell on Amazon only. CyanogenMod has over the period of time become one of the best third party ROM providers for several Android devices, and with their near stock Android look with added features has a huge following as well as dev community support. The device is the first collaboration of an Indian OEM with the renowned Android mod-ing company, Cyanogen.
Micromax’s sister brand, Yu announced its first device, Yureka in New Delhi earlier in the day.
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