Canvas 4 shows how Micromax gives India the smartphones

Micromax launched its much anticipated Canvas 4 device for Rs 17,999 in New Delhi yesterday, featuring specs like a 13 MP rear camera, 5-inch screen, 1GB RAM and 16 GB internal memory. The phone also runs the latest version of Android Jelly Bean. In addition to the hardware, the Canvas 5 has a number of software features like a ‘blow to unlock’ feature. You can read more on the specs of the phone here.

We caught up with Micromax CEO Deepak Mehrotra after the launch and he spoke to us about the Canvas 4, how Micromax has its eye on the number one smartphone spot in India’s market and the company’s plans for its next smartphone, the Canvas 5.

How is the Canvas 4 different from the previous phones in the Canvas series in terms of software and value add?

The way we look at our customers is we keep microsegmenting it.

Why make a customer pay for a full fledged buffet with 500 dishes when they need only five. So that’s where you need to understand the customer’s specific need and rather than create an omnibus product, you create a product where the specific need of the customer gets addressed.

The Canvas 4: Image by Tech 2

So Canvas 2 was targeted at an entry to mid segment smartphone user. It met most needs but the customer was left wanting a little more. HD was a step ahead. Now we significantly raised the bar further up so you have a Canvas 4 with a 13 MP rear camera and a 5 MP front camera. These are times of user generated content and the better the camera, the more professional the image you are able to create – so the better off you are. That’s a big change. Very clearly, on the hardware front, there’s a substantial upside.

Because we have raised the bar on the hardware, now we can pack in a lot more applications to the device — so we are making life easier. So, you can manage your life as you want it, on the go. You just need to have a good connection to do it swiftly. As a full fledged device, Canvas 4 allows you musti-tasking, it allows you video pinning or multiple video browsing. On photography I would rate it among the beVest devices you could possibly have.