[Case Study] Reliance Jio Marketing Strategy, Products, All Services


India is one of the biggest mobile markets in the world. India has close to billion mobile subscriber due to which Indian mobile industry is one of the fastest growing industry in the world. After China India is the second largest market for mobile service providers.

Reliance Jio:

Reliance Jio Infocomm Limited is the subsidiary company of Reliance industry which provides 4G network service.  Jio is the only Vo-LTE(voice over LTE) provider in the country.

Launch :

Service was first Beta- Launched to its employees and partners in Dec 2015 and then later in September 2016 it was launched commercially for the public.Reliance Jio had already made a lot of buzz before the launch because of its amazing offers and it also showed in the results according to the reports in the very first month after its release Reliance Jio has acquired 16 million subscriber which is highest for any service provider in the world.

The number has increased to 50 million in 3 months and today Reliance Jio has more than 120 million users. Shahrukh Khan was appointed as the brand ambassador for the product.

Offerings :

Reliance Jio has a whole range of products to offer than its 4G network.

Jio Apps: Jio has launched number of multimedia apps available on Google play store which requires Jio SIM card to function like JioTV, Jio Cinema, Jio Music and much more.

JioPhone: Jio has recently announced a free of cost mobile phone with 4G connectivity named as Jio phone. You just have to pay security amount of 1500 rupees which can be withdrawn back after you return the phone after 3 Year to any Jio Store. You can pre-book your Jio phone from 24th August 2017.

4G Broadband: The company has also started the 4G broadband service in September 2016.

Jio Wifi: Jio is also offering a portable wifi hotspot device through which you can access fast speed internet on your 2G and 3G devices by connecting your device to it. It comes at a very affordable price range of 2000-3000. So if you do not have 4G enabled phone you don’t have to buy a new handset.

Offers for Customer:

Reliance Jio was launched with free unlimited calling and data usage for 3 months which was extended for another three months later as a special offer.This was one of the biggest reason for its popularity among the masses. After April 2017 customer has to pay for their calls and data usage there are many very reasonable price plans from which you can choose to use.


Impact on Other Service Providers :

Reliance Jio offers and data rates were so low that many people switched their existing network to Jio which cause a lot of unrest to the other operators due to which they have to make some drastic changes to remain in the competition. The merger of Idea with Vodafone and Airtel with Telenor are the result of that. Also, the data usage rates for other operators also came down drastically. It is safe to say that Jio has completely changed the way network operator used to charge the customers for the services.


Impact on Digitalization of India :

The Indian government was working on Digital India from last three year. The main aim of this scheme is to make all the government schemes and facilities online for which we need internet connectivity in low rates so that people can use these facilities. Reliance Jio has provided a big boost to this by providing fast pace internet at low rates. India is expecting to cross 500 million internet users this year which is a huge improvement over the last few years.

Low data usage rates made it possible not only in the urban area but also in rural areas. As per the reports in India, 48% of total internet users are from rural areas.


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