LYF
{{short description|Line of consumer electronic smartphones from Jio}}
{{Use dmy dates|date=November 2018}}
{{Use Indian English|date=November 2018}}
{{Distinguish|Lyft}}
{{for|the Indian film|LYF: Love Your Father}}
{{Infobox company
| name = LYF
| romanized_name =
| former_name = Reliance LYF
| logo = LYF vector logo.svg
| logo_size =
| logo_caption =
| type = Subsidiary
| founder = Mukesh Ambani
| area_served = India
| key_people = Mukesh Ambani
(Founder)
| industry = {{hlist|Smartphone|Consumer electronics}}
| products = {{hlist|Smartphones|Feature phones||Laptops|Hotspot}}
| owner = Reliance Industries
| num_employees =
| parent = Jio
| homepage = {{URL|https://www.mylyf.com/}}
| foundation = {{start date and age|df=y|2015|}}
| location_city = Mumbai, Maharashtra
| location_country = India
| alt =
| caption =
}}
LYF (pronounced "life"), also known as Jio LYF, is an Indian brand of smartphones, laptops, consumer electronics developed by Jio and headquartered in Mumbai, Maharashtra, India. It manufactures 4G-enabled VoLTE smartphones which run on Android.{{citation|title=Reliance Industries launches cellphone brand LYF, will sell 4G phone under it|date=16 October 2015|url=http://economictimes.indiatimes.com/magazines/panache/reliance-industries-launches-cellphone-brand-lyf-will-sell-4g-phone-under-it/articleshow/49414719.cms|work=The Economic Times|access-date=14 March 2016}}{{citation|title=Reliance Jio Unveiled A 4G Device Under Lyf Brand|date=10 January 2016|url=http://www.gizmodo.in/indiamodo/Reliance-Jio-Unveiled-A-4G-Device-Under-Lyf-Brand/articleshow/50517335.cms|publisher=Gizmodo - India|access-date=10 February 2016|archive-url=https://web.archive.org/web/20160213221332/http://www.gizmodo.in/indiamodo/Reliance-Jio-Unveiled-A-4G-Device-Under-Lyf-Brand/articleshow/50517335.cms|archive-date=13 February 2016|url-status=dead}}{{citation|title=Reliance Jio unveils low-cost 4G mobile phones LYF|date=8 January 2016|url=http://www.financialexpress.com/article/industry/companies/reliance-jio-unveils-low-cost-4g-mobile-phones-lyf/190790/|work=The Financial Express|access-date=10 February 2016}} It is a subsidiary of Jio, the telecommunication arm of Reliance Industries.{{citation|title=Reliance Retail to source high-end VoLTE smartphones before Jio launch|date=10 March 2016|url=http://telecom.economictimes.indiatimes.com/news/reliance-retail-to-source-high-end-volte-smartphones-before-jio-launch/51343363|work=The Economic Times|access-date=14 March 2016}}
According to Counterpoint Research, LYF was the fifth largest smartphone player and second largest LTE phone supplier in India in 2016.{{citation |url=http://articles.economictimes.indiatimes.com/2016-04-29/news/72704267_1_counterpoint-research-phone-market-market-share|archive-url=https://web.archive.org/web/20160516091821/http://articles.economictimes.indiatimes.com/2016-04-29/news/72704267_1_counterpoint-research-phone-market-market-share|url-status=dead|archive-date=16 May 2016|last1=Mukherjee| first1=Writankar|date=29 April 2016| work=The Economic Times|access-date=6 May 2016|title=Reliance Jio's Lyf becomes fifth largest smartphone player: Counterpoint Research}}{{citation |url=http://www.indiatvnews.com/business/india-only-4-months-old-reliance-jio-s-lyf-claims-fifth-spot-in-smartphone-market-326688|date=30 April 2016| publisher=India TV|access-date=6 May 2016|title=Only 4 months old, Reliance Jio's Lyf claims fifth spot in smartphone market}}{{citation |url=http://www.financialexpress.com/article/industry/tech/india-smartphone-market-up-23-pct-reliance-jios-lyf-becomes-second-largest-lte-phone-supplier/245784/|date=30 April 2016| work=Financial Express|access-date=6 May 2016|title=India smartphone market up 23 pct; Reliance Jio's Lyf becomes second largest LTE phone supplier}}.
History
LYF was established in 2015 by the telecom operator, Jio. Marketed closely along with Jio's 4G services, smartphones under the brand were slated to launch in November 2015.{{citation|title=RIL's 4G-enabled LYF smartphones coming in November|date=16 October 2015|url=http://timesofindia.indiatimes.com/tech/tech-news/RILs-4G-enabled-LYF-smartphones-cggoming-in-November/articleshow/49416645.cms|work=The Times of India - Tech|access-date=10 February 2016}} In January 2016, it launched its first set of 4G-enabled smartphones named after the four classical elements: Earth, Flame (Fire), Water, and Wind.{{citation|title= Lyf Flame 1, Lyf Wind 6 Dual-SIM 4G Smartphones Launched in India |date= 29 February 2016 |url= http://gadgets.ndtv.com/mobiles/news/lyf-flame-1-lyf-wind-6-dual-sim-4g-smartphones-launched-in-india-807945 |publisher= NDTV - Gadgets |access-date= 14 March 2016 |website= ndtv.com }}{{Cite news |url= https://www.makemeidol.com/lyf-mobile-reliance/ |title= Lyf Mobile Reliance-All cheap and costlier phones of Lyf and all about Lyf ... |author= M.D. Srinivas |date= 2017-07-23 |work= Make Me IDOL |access-date= 2017-12-28 |language=en-US}}
Market
In May 2016, international market tracker Counterpoint Research reported that LYF had become the fifth-largest smartphone producer in the Indian market, capturing a 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. Reliance Digital had shipped around 1.7 million LYF branded smartphones in the first quarter of 2016.
Products
File:LYF WATER 2 Smartphone.JPG display{{citation|url=https://www.mylyf.com/water-2|date=11 May 2016|website=MyLYF.com|access-date=11 May 2016|title=WATER 2 Smartphone|url-status=dead|archive-url=https://web.archive.org/web/20160410025928/https://www.mylyf.com/water-2|archive-date=10 April 2016}}]]
In October 2015, LYF tied up with domestic handset maker Intex to supply 4G handsets enabled with voice over LTE (VoLTE) feature.{{citation|title=Intex ties up with Reliance Jio to supply 4G handsets|url=http://indianexpress.com/article/technology/tech-news-technology/intex-ties-up-with-reliance-jio-to-supply-4g-handsets/|work=The Indian Express|date=24 September 2015 }} In January 2016, it launched its first set of smartphones - LYF Earth 1, LYF Water 1, and LYF Water 2.{{citation|title=Reliance Jio 4G smartphones LYF Earth 1, LYF Water 1, LYF Water 2 now available|date=29 January 2016|url=http://indianexpress.com/article/technology/mobile-tabs/reliance-jio-4g-smartphones-lyf-earth-1-lyf-water-1-lyf-water-2-now-available/|work=The Indian Express|access-date=11 March 2016}}{{citation|title=Reliance's LYF Water 2 Goes Official in India: specifications, features, price and availability|date=9 February 2016|url=http://gsminsider.com/2016/02/reliances-lyf-water-2-specifications-features-price-and-availability/|publisher=GSM Insider|access-date=10 February 2016|archive-url=https://web.archive.org/web/20160216113753/http://gsminsider.com/2016/02/reliances-lyf-water-2-specifications-features-price-and-availability/|archive-date=16 February 2016|url-status=dead}}{{citation|last=Singh|first=Saurabh|title=Reliance Jio's Lyf Earth 1, Water 1 & Water 2 phones listed online, prices start at Rs.14,690|date=27 January 2016|url=http://indiatoday.intoday.in/technology/story/reliance-jios-lyf-earth-1-water-1-and-water-2-phones-listed-online-prices-start-at-rs-14-690/1/580618.html|work=India Today|access-date=10 February 2016|archive-date=16 February 2016|archive-url=https://web.archive.org/web/20160216190329/http://indiatoday.intoday.in/technology/story/reliance-jios-lyf-earth-1-water-1-and-water-2-phones-listed-online-prices-start-at-rs-14-690/1/580618.html|url-status=dead}}{{citation|title=Reliance Lyf Flame 1 vs Xiaomi Redmi 2 vs Coolpad Note 3 Lite|date=10 February 2016|url=http://www.in.techradar.com/news/phone-and-communications/mobile-phones/Reliance-Lyf-Flame-1-vs-Xiaomi-Redmi-2-vs-Coolpad-Note-3Lite/articleshow/50916634.cms|publisher=TechRadar - India|access-date=10 February 2016}}
Production
LYF smartphones are manufactured by Chinese handset maker ZTE Corporation, Intex, as well as ODMs like CK Telecom Limited, Wingtech, and Wiko.https://www.gadgetsnow.com/tech-news/ZTE-plans-manufacturing-unit-in-India/articleshow/52359068.cms ZTE plans manufacturing unit in India As of early 2016, it has been reported that 600 thousand smartphones have been supplied to LYF by ZTE.[https://www.gadgetsnow.com/tech-news/ZTE-plans-manufacturing-unit-in-India/articleshow/52359068.cms ZTE plans manufacturing unit in India]
Distribution
LYF phones are directly sold through its retail outlets.{{citation|title=Reliance Retail starts sale of its 4G LYF devices|date=28 January 2016|url=http://www.business-standard.com/article/pti-stories/reliance-retail-starts-sale-of-its-4g-lyf-devices-116012801159_1.html|work=Business Standard|access-date=10 February 2016|agency=Press Trust of India }} In February 2016, LYF tied up with app-based delivery service Grofers and online retailer Amazon to deliver its phones to users.{{citation|title=Reliance Jio's LYF 4G smartphones now being delivered by Grofers|date=1 February 2016|url=http://www.in.techradar.com/news/phone-and-communications/mobile-phones/Reliance-Jios-LYF-4G-smartphones-now-being-delivered-by-Grofers/articleshow/50795076.cms|publisher=TechRadar|access-date=10 February 2016}}{{citation|title=Reliance Jio to launch 4 4G VoLTE LYF branded smartphones priced between Rs 4,000-Rs 25,000 in India|date=10 December 2015|url=http://www.bgr.in/news/reliance-jio-to-launch-4-4g-volte-lyf-branded-smartphones-priced-between-rs-4000-rs-25000-in-india/|publisher=BGR|access-date=11 March 2016}}
References
{{Reflist}}
External links
{{Portal|Technology}}
- {{URL|https://www.mylyf.com/|Official site}}
{{Reliance Industries Limited}}
{{Electronics industry in India}}
{{Authority Control}}
Category:Mobile phone companies of India
Category:Companies based in Mumbai
Category:Indian companies established in 2015
Category:Consumer electronics brands
Category:Electronics companies of India
Category:Mobile phone manufacturers