Micromax is now the first handset maker in India to introduce ten thousand apps in local languages. In a bid to connect with the masses, the company is ‘offering translation and transliteration while messaging, and access to App Bazaar with 10,000 apps in local languages’, according to a report by The Economic Times.
The company is reportedly using the patented Swipe Technology from MoFirst Solutions to translate and transliterate messages in ten local languages, which includes Hindi to English and vice-versa, just with a simple swipe. The service is combined with MoFirst’s Android-based regional language OS Firstouch.
“It is an attempt by Micromax to cut through the cluttered and crowded smartphone market at a time when it has seen its market share erode over a couple of quarters with Chinese smartphone brands making a beeline for the country,” adds the report.
With an increasing number of phones targetting the entry-level segment, software that breaks the language barrier could help the company to achieve higher numbers. For instance, the Micromax Canvas Unite 3 launched at a price of Rs 6,999 comes with Firstouch’s local language suite. It is aimed at millions of users who are not comfortable with the English language. It will start a 360-degree advertising campaign to promote the device soon.
The App Bazaar includes apps like Skype and Clean Master and more in 10 local languages, including Tamil and Marathi. The company is reportedly working with Microsoft, Gameloft, EA Games, Disney, Zapak and Sony Music, along with app developers to further increase the number of apps in local languages.
Recently, there has been an onslaught of Chinese handset makers in India, who are offering phones with superior features at competitive prices. Xiaomi and Huawei have already made a mark in the country, and Meizu is all set for its Indian debut tomorrow.
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