Wednesday, September 4, 2013

Canvas 4 is heavily discounted

Micromax Canvas 4 was glorified a lot before its release. When it was released, many Micromax fans did not take well to the news about the device’s hardware. The phone didn’t sell as well as Micromax wanted it to, so they dropped the price of the device to increase sales.

Canvas 4 specifications

The Canvas 4 has a 5-inch HD display, with a resolution of 1280 x 720 pixels. The device contains a MediaTek MT6589 quad-core processor clocked at 1.2GHz. It also has 16GB of internal storage and 1GB of RAM.

The phone has a 13-megapixel rear camera and a 5-megapixel front-facing camera. It comes running Android 4.2.1 (Jelly Bean). Other features include Wi-Fi, Bluetooth, 3G, and dual-SIM. The device also has blow-to-unlock and shake-to-unlock features.

Why it did not sell well

Part of the reason why the device was such a large letdown is because of how excited everybody was about it. Once Micromax decided to skimp on hardware quality, this excitement quickly turned into anger. Many pre-orders were canceled, and the phone didn’t sell nearly as well as earlier thought of. 

Some features that seemed alluring at first were the blow-to-unlock and shake-to-unlock features. These features were more like a gimmick than innovative technology. It’s amusing to have, but it’s nothing to write home about.

More importantly, the hardware was seen as inadequate for the price the device was selling at by many customers. The device should have had more than 1GB of RAM. Many customers were also waiting for an fHD display and a more powerful processor. Additionally, the battery on the device, offering 2,000 mAh, is inadequate for heavy phone users. The MediaTek processor isn’t doing much to the device’s battery life, as it uses more power than Snapdragon chips.

Resulting price decline

The Canvas 4 was supposed to compete with phones like the Samsung Galaxy S4. Micromax fans in India were hoping to finally get a high quality smartphone at an affordable price. The phone initially was set to sell for around Rs. 18,000. It can now be found online for around Rs. 16,500. Considering how long ago this phone was released, this price decrease is significant.

What can Micromax do in the future to avoid similar incidents?

The Canvas 4 was made out to be an astonishing device and it ended up being average. If the device were simply marketed as a low-budget, average device, it may have fared better. Many customers made pre-orders for the device without even knowing its cost or full specifications. People trusted Micromax and Micromax let them down.

In the future, Micromax should be more honest about their devices. This will be necessary to restore trust in the company.

They could also opt to use better hardware in their devices, although this may not always be feasible. In any case, Micromax shouldn’t be leading customers on so that they think their devices will contain better hardware than they actually will.

Low budget phones are important in India. Micromax can be profitable if they know how to sell well in this market. They should, however, in the future, refrain from advertising low- to mid-range devices as contenders to devices like the S4.


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