LYF

LYF
Private
Industry Consumer electronics
Founded 2015
Headquarters Mumbai, India
Area served
 Nationwide
Products Mobile phones
Smartphones
Website www.mylyf.com

LYF (English pronunciation: /life/), also known as Reliance LYF, is an Indian mobile handset company headquartered in Mumbai, India. It manufactures 4G-enabled VoLTE smartphones.[1][2][3] It is a subsidiary of Reliance Retail, the consumer electronics arm of Reliance Industries Limited.[4] It is operated along with the parent company’s flagship venture, Jio.

According to Counterpoint Research, in May 2016, LYF became the fifth largest smartphone player and second largest LTE phone supplier in India.[5][6][7]

History

LYF was established in the year 2015 by the telecom operator, Jio. Marketed closely along Jio's 4G services, smartphones under the brand were slated to launch in November 2015.[8] In January 2016, it launched its first set of 4G-enabled smartphones named after the four elements: Earth, Flame (Fire), Water, and Wind.[9]

Market

In May 2016, international market tracker Counterpoint Research reported that LYF had become the fifth largest smartphone producer in the Indian market, capturing 7% share in the January-March quarter of the financial year 2015-16. It was the second largest LTE phone supplier after Samsung, surpassing Micromax and Lenovo during the quarter. "In first quarter of its inception, Lyf instantly climbed to become one of the top five smartphone brands in India in terms of shipment volumes," Tarun Pathak, senior analyst at Counterpoint said in the report.[5] Reliance Digital had shipped around 1.7 million LYF branded smartphones in the first quarter of 2016.[6]

Products

In October 2015, LYF tied up with domestic handset maker Intex to supply 4G handsets enabled with voice over LTE (VoLTE) feature.[10] In January 2016, it launched its first set of smartphones - LYF Earth 1, LYF Water 1, and LYF Water 2.[11][12][13][14]

Production

LYF smartphones are manufactured by Chinese handset maker ZTE Corporation. The company plans to source more phones from the maker before the launch of its Jio 4G services later in 2016.[15][16][17]

Distribution

LYF phones are directly sold through its retail outlets.[18] In February 2016, LYF tied up with app-based delivery service Grofers and online retailer Amazon to deliver its phones to users.[19][20]

References

  1. ↑ Reliance Industries launches cellphone brand LYF, will sell 4G phone under it, The Economic Times, 16 October 2015, retrieved 14 March 2016
  2. ↑ Reliance Jio Unveiled A 4G Device Under Lyf Brand, Gizmodo - India, 10 January 2016, retrieved 10 February 2016
  3. ↑ Reliance Jio unveils low-cost 4G mobile phones LYF, The Financial Express, 8 January 2016, retrieved 10 February 2016
  4. ↑ Reliance Retail to source high-end VoLTE smartphones before Jio launch, The Economic Times, 10 March 2016, retrieved 14 March 2016
  5. 1 2 Mukherjee, Writankar (29 April 2016), Reliance Jio's Lyf becomes fifth largest smartphone player: Counterpoint Research, The Economic Times, retrieved 6 May 2016
  6. 1 2 Only 4 months old, Reliance Jio’s Lyf claims fifth spot in smartphone market, India TV, 30 April 2016, retrieved 6 May 2016
  7. ↑ India smartphone market up 23 pct; Reliance Jio’s Lyf becomes second largest LTE phone supplier, Financial Express, 30 April 2016, retrieved 6 May 2016
  8. ↑ RIL's 4G-enabled LYF smartphones coming in November, The Times of India - Tech, 16 October 2015, retrieved 10 February 2016
  9. ↑ Lyf Flame 1, Lyf Wind 6 Dual-SIM 4G Smartphones Launched in India, NDTV - Gadgets, 29 February 2016, retrieved 14 March 2016
  10. ↑ Intex ties up with Reliance Jio to supply 4G handsets, The Indian Express
  11. ↑ Reliance Jio 4G smartphones LYF Earth 1, LYF Water 1, LYF Water 2 now available, The Indian Express, 29 January 2016, retrieved 11 March 2016
  12. ↑ Reliance’s LYF Water 2 Goes Official in India: specifications, features, price and availability, GSM Insider, 9 February 2016, retrieved 10 February 2016
  13. ↑ Singh, Saurabh (27 January 2016), Reliance Jio's Lyf Earth 1, Water 1 & Water 2 phones listed online, prices start at Rs.14,690, India Today, retrieved 10 February 2016
  14. ↑ Reliance Lyf Flame 1 vs Xiaomi Redmi 2 vs Coolpad Note 3 Lite, TechRadar - India, 10 February 2016, retrieved 10 February 2016
  15. ↑ After success in US, ZTE to change smartphone strategy in India, India Today, 5 February 2016, retrieved 14 March 2016
  16. ↑ Reliance Retail to source high-end VoLTE smartphones before Jio launch, The Economic Times, 10 March 2016, retrieved 14 March 2016
  17. ↑ http://www.themobileindian.com/news/17281_Reliance-Jio-has-procured-2-lakhs-ZTE-smartphones-for-its-4G-services
  18. ↑ Reliance Retail starts sale of its 4G LYF devices, Business Standard, 28 January 2016, retrieved 10 February 2016
  19. ↑ Reliance Jio’s LYF 4G smartphones now being delivered by Grofers, TechRadar, 1 February 2016, retrieved 10 February 2016
  20. ↑ Reliance Jio to launch 4 4G VoLTE LYF branded smartphones priced between Rs 4,000-Rs 25,000 in India, BGR, 10 December 2015, retrieved 11 March 2016


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