Lava rolls out world's first customisable smartphone

New Delhi: Home-grown mobile device maker Lava International on Thursday unveiled the world's first customisable smartphone that will allow customers to choose the components -- camera, memory, storage capacity and colour - on their own from the company's website.

The customisable smartphone series, branded as MyZ, has been developed indigenously at Lava's facility and will be available for purchase from January 11, Lava International president and business head, Sunil Raina, said while announcing the launch.

"The world's first customisable phone from Lava will enable customers to choose from up to 66 combinations of camera, RAM, ROM and colour. Customers can also come to upgrade their mobile phones at any time of their device life. They can choose any of the components of their choice - front camera, rear camera, RAM (random access memory), ROM (read-only memory) and colour on pre-purchase and upgrade from lower configuration to higher configuration. The entire programme has been done by talents in India," Raina said.

He said that the company is looking at acquiring 5 per cent market share this year with a new product portfolio. As part of the new product portfolio, Lava unveiled the first phone designed by its engineers in India, Z1, which comes with 2GB RAM and Corning Gorilla Glass 3 protection with a military grade certification priced at Rs 5,499 a unit. The company has been making devices for brands like Nokia, based on their requirement. Lava is one of the 16 companies that qualified for the production linked incentive scheme of the government. The company is eligible for incentives on mobile phones priced under Rs 15,000 a unit under the domestic company category of the scheme.

"This year we are looking at getting 5 per cent market share in the smartphone segment and grow from there. We will meet PLI targets for current fiscal," Raina said.