Micromax YU has closed pre-registrations for its first model, the Yu Yureka, a day ahead of schedule due to what the company called heavy rush.

The preorder period, what the company calls registration period, opened last Friday and were supposed to end tomorrow. Instead, Yu has already closed registrations on Amazon.in.

“YUREKA received a phenomenal response on Amazon.in, since the day registrations for it were announced,” the company said in a statement.

Part of the reason for the ‘early close’ may be marketing. Xiaomi, which is Yu’s primary competitor, gets a lot of media mileage with its always-out-of-stock sales efforts.

Company head Rahul Sharma said: “We are humbled by the response we have received for YUREKA and have to close the registrations early. The work now begins to ensure YUREKA reaches everyone who wished for it.

“We have set out to disrupt and transform the smartphone experience and the support of our consumers only furthers our commitment towards creating a world of connected devices. YUREKA has indeed ushered the revolution that is YuPlayGod and it only gets better from here.”

YU said it will also inform its prospective buyers about the new development via its social channels and the existing developer specific forum ‘forums.yuplaygod.com’.
YUREKA is the first device from YU to be launched with Cyanogen OS and get exclusive OTA firmware updates and support in India.

“This overwhelming response has been in continuity to the already existing response that the company has received from the Indian Developer Ecosystem,” the company said.

Yu is Micromax’s attempt to take on cheap competition from companies like Huawei, ZTE and Xiaomi.

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