Micromax Partners With Russia’s Largest Search Engine Yandex

India’s largest domestic phone company Micromax today announced its partnership with Yandex, Russia’s biggest search engine firm. With this partnership, Micromax wishes to offer more customised  and personalised service to its customers.

One of the first implementation of Yandex services will be soon seen on the handset player’s app aggregating platform ‘Around’, Micromax said in a statement.

“Accelerating towards a holistic service ecosystem and improved user experience through customised AI, Micromax Informatics, the world’s 10th largest mobile brand, today partnered with Yandex, a machine learning and mobile technology company,” the handset firm added.

The AI and machine-learning within Yandex Zen provides users with suggested stories, articles and videos based on their personal tastes and choices through a user friendly interface.

“We are proud to be working with Micromax to help enhance the user interface of its devices through AI, for improved user experience and ultimately to achieve device differentiation within a crowded marketplace. Yandex’s software allows cult brands in the market to truly understand and engage with their consumers as the digital landscape continues to evolve,” said Artem Fokin, Yandex VP for Business Development.

“At Micromax our emphasis is to drive innovations through software and services that add to and simplify the user experience. A large chunk of our efforts are now concentrated on introducing products and services which solve the needs of our customers, empowering them with the latest technological innovations and eventually becoming an extension of their lifestyle,” said Rahul Sharma, Co-founder, Micromax Informatics.

“Given the fact that personalisation, flexibility and simplicity are key for consumer engagement, the partnership with Yandex will help our users stay up to date with relevant and targeted news and articles through a personal news feed, whilst enjoying an enriched device experience,” he added.

Micromax is India’s biggest domestic mobile company and commands an overall market share of 11% in Q4 2016.

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