National Conference on Emerging Business Strategies in Economic Development – Special issue - December 2016

A Study on Emerging Business Strategy in

Reliance JIO
*Arulkemilas.A, **Esakkiammal.S
*Assistant Professor, Loyola College, Mettala.
**Assistant Professor, Annai Hajira Women’s College,
Melapalyam, Tirunelveli (Dt).
ABSTRACT issues with the incumbent telcos. The subscriber base of
Jio has already reached one fifth that of Bharti Airtel,
“Jio means to live and to be alive to very
which had 262.67 million mobile subscribers in
opportunity. World’s demand for digital oxygen, that is
October.
data, is growing exponentially. Jio aims to fulfil this
need of Indians. Access to information will now know
"Beating industry estimates, the company has
no barriers,”- Mukesh Ambani. We are in the
signed up an average of 6 lakh subscribers a day, which
technological era. The world of telecommunication has
is a globally unprecedented feat for any customer-
been changed. Earlier they were send text only, now we
facing company including the likes of Whatsapp, Face
can send images ,audio, video and emoji by using
book and Skype," the source pointed out.
whatsapp and face book messenger. In Indian
population 35% of them are in the age group of below
35. Two-thirds of India’s 1.3 billion population are not OBJECTIVES OF THE STUDY
online, and Jio hopes to capture 100 million users —
 To know the different applications of Jio and its
nearly half of India’s current smartphone users —
features.
within a year of launch. They are the target customers
 To study the business strategy of Reliance Jio.
of Reliance Jio. According to sources, Jio - setting a
new record - has acquired 1,000 customers per minute Jio applications
(since September 05) and 6 lakh per day."Jio continues My Jio
to be the fastest growing company in the world and has My Jio App is the basic app for the Jio users.
crossed 50 million subscribers in record 83 days". From Sim portability to balance checking – everything
Airtel reached the same milestone of notching 50 and anything is available with My Jio App. All you
million subscribers in 12 years, Vodafone and Idea took need to do is download the app from Play or Apple
13 years each. In this study we can know how the store and sign up under My Jio account. Enter a valid
reliance jio get more number of customers and their mobile number (reliance Jio) and start using the app
business strategy to attract the customers. easily.
In My Jio App, you can check your balance,
Keywords: digital oxygen, barriers, technological era, get help and support from the server, you can check the
subscribers. voice call details, wifi details, store locators, usage
details, hotspot locator and any kind of support and help
INTRODUCTION for the setting issues. Also if you are porting your old
network to Reliance Jio then My Jio app will help you
Mukesh Ambani who started and
to generate bar code that is mandatory to collect your
revolutionized the Indian mobile industry by reducing
new sim with same number.
the call rates in the early 2000s, which made mobile
phones affordable to Indians. In 2010, he bought 96%
Jio Cinema
stake in Infotel Broadband which had won 4G spectrum
Jio Cinema is available on Android and iOS
in all sectors in India. Later they renamed it to Jio, and
platform in which you can get any movies on demand.
started building fiber optic network around the country.
You can get any of your favourite Hollywood and
Bollywood movies under Jio Cinema.
Mukesh Ambani spent Rs. 1.5 lakh crore to
You will get under the app is no buffering
start Reliance Jio, which started their operations on
(because it is 4G friend), no ads, one tap play, resume
September 5, 2016, he is planning to spend another Rs.
videos and save your watch-list. The app also offers
1 lakh crore in the next four years to expand its network
you premium movies that you need to buy to watch
and take on the incumbent telcos, even as majority of
them. Anywhere at any time your favourite movies are
the calls on Jio network are failing due to PoI and MNP
in your fingertips.

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 National Conference on Emerging Business Strategies in Economic Development – Special issue - December 2016

Jio TV devices with the app to enjoy music while working out
It is another app that will make you smile if or running.
you are a daily shows lover. Watch your favourite
shows live in HD on your channels on any device tablet You can download the music, buy music (in case of
or phone in Jio TV. There are 319 channels available premium albums), create your own playlist, share it
that showcase your favourite shows that too without with your friends and also if your love RJs then go for
commercials. Jio Music Radio as well.
on Jio TV app and watch it from where you left when
you are free. Share, search, pause, rewind and watch the Jio Mags
7th days’ old episodes anywhere in the Jio TV app. Jio Mags are for the magazine and news
lovers. Those who want know what is happening
Jio Join around us must try Jio Mags App available on iOS and
Join the Jio Join app for rich phone calls in Android platform. Latest business news, entertainment,
your poor phone. You’re using 2G/3G phone that is TV, movie stars and everything about them in leading
non-VoLTE then no worries, connect to Jio Join app magazines can be now grabbed by Jio Mags. Download
and get the best HD quality VoLTE supported voice the app and get the best reading experience anywhere
and video calls on your phone. There will be no on any device. Also you can share, save, sync and read
disturbances during calls; you can share files, doodles offline these magazines.
and what not. Jio Join is available on iOS and Android
platform. Also gear up for the non-disturbing Jio Money Wallet
conference call with your team with your 2G/3G
supported phone. Finally the Jio Money Wallet that is available
under Jio offers. Till now you all know a lot about
Jio Net Wallets that we use often to make payment when we
Jio Net is a superb app for the internet addicts. are running out of cash. Jio Money Wallet is nothing
If you are an internet addict and get pissed off with less than that. You can make payments, buy movie
your data limits, then shift to Jio just to enjoy the Jio tickets, and chance to get more than Rs. 15,000 /- worth
Net app. The app will allow you to connect to Jio WiFi of discount coupons by using Jio Money Wallet app.
hotspots across the nation. You don’t even need to enter Just link your bank account with Jio Money Wallet, and
any login details or security pass code. Once you are in pay for anything and receive your personalised offers as
Jio Net you will be automatically connected to nearby well with Jio Money Wallet App.
available Jio Wifi hotspot. You can use unlimited
internet and no one will disturb you in there. "To enable digital transactions, merchants,
Jio Net is also available in both iOS and Android especially small merchants, are an important
platform. Jio Net does need a login details, but to use component of our economy. To fuel their transactions,
the app not the Wifi hotspots. Jio is working to empower Indian merchants by
building a digital retail ecosystem, which we are calling
Jio Music Jio-Money Merchant Solutions," - Mukesh Ambani.
"Customers can use their JioMoney wallets to pay
Jio Music is for the music lovers. More than 20 merchants from their bank accounts, and merchants can
languages are available in Jio Music where you can use the Jio-Money Merchant App to accept these
listen, download and share millions of your favourite payments directly into their bank accounts," - Mukesh
songs. You can also connect your Smart watch or other Ambani.
Jio Apps – Quick Guide
Apps Benefits
 My Jio Calls, balance, wifi, help and support
 Jio cinema Unlimited movies on demand
 Jio TV 40+ HD channels and shows
 Jio Net Free Jio WiFi hotspot connect
 Jio Music Unlimited free songs, customised playlist
 Jio Mags Unlimited magazines on business, entertainment
 Jio Money Wallet Cashless payments

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 National Conference on Emerging Business Strategies in Economic Development – Special issue - December 2016
MARKETING STRATEGY OF RELIANCE JIO
Reliance Jio is 4G only
The Reliance Jio network is running entirely
on 4G - not "mostly 2G, sometimes 3G, and once-in-
a-while 4G," Ambani said, taking a dig at other
networks. To access the network, you need a 4G
compatible phone with VoLTE support. Reliance
Retail's lineup of Lyf phones offer a low cost
option, starting from Rs. 2,999, though you can buy
any phone that supports VoLTE and use it. You are
not ready to move away from your current phone,
you can buy the JioFi portable Wi-Fi hotspot at Rs.
1,999 and take advantage of Jio's plans as long as
your phone supports Wi-Fi.
100 Percent VoLTE
Reliance Jio is also a 100 percent VoLTE
network - the largest in the world, according to
Ambani. VoLTE stands for Voice over LTE, by
which you make voice calls over the data network.
As an end user, nothing is really different - you still
dial a number just like you always would, and during
the preview offer at least, connections have been
clear and reliable. But at the backend, even voice
calls use data, compared to non-VoLTE networks,
that treat data and voice differently.
Everything is free
Although Reliance Jio plans were revealed,
everything is going to be completely free for users
until March 31, 2017. Jio's data, voice, and video
along with the full bouquet of applications and
content will be available fully free for everyone.
Ambani called this Jio's New year Offer, which will
enable everyone to try out Jio without spending any
money. This will also allow users to get comfortable
with the various applications that Jio is offering, and
Jio will use this period to test interconnections with
other operators and to get feedback from customers.
Coverage
Jio's a new network, but its reach is already
pretty wide - according to Ambani, the Reliance Jio
network already covers 18,000 cities and towns, and
over 2 lakh villages. Although it is already covering a
large number of cities and villages, that doesn't mean
that Jio's rollout has completed yet. It still has some
ways to go to cover all of India, and the next target is
to reach 90 percent of the population by March 2017,
Ambani added.
A million Wi-Fi hotspots
Reliance Jio is now in the process of rolling out Wi-
Fi hotspots across India. By the middle of 2017, it
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plans to have 1 million Wi-Fi hotspots across the
country, and it's offering Wi-Fi data in the 4G plans it
offers; for example, if your plan is for 4GB, you get
8GB of Wi-Fi access as well, while the top 75GB
plan gets 150GB of additional data via Wi-Fi
hotspots. These hotspots are coming up at schools,
colleges, and other public places.
Free voice calls and roaming
Highlighting how operators only charge for
data while voice and messaging are essentially free,
Ambani said that Jio will not charge for voice calls.
"All voice calls for Jio customers will be absolutely
free," he said, adding, "Across India. To any network.
Always. And in the spirit of one India - no roaming
charges also."
This means that even if you're calling
someone on another network - for which Reliance
has to pay termination charges to the other network -
it will pick up the tab.
The cheapest data in India
At the same time, describing data as oxygen,
Ambani said that Reliance Jio's second principle is
that data must be affordable. "Current market practice
is to charge a base rate of Rs. 4,000 to Rs. 10,000 per
GB of data," he said, "Jio will have a base rate which
is more than at a 90 percent discount over the
industry."Reliance Jio is offering data plans at Rs. 50
per GB, though a look at the actual data prepaid plans
shows that this isn't 100 percent accurate.
On the cheapest plan, Reliance offers 4GB
of data for Rs. 499 - still a great deal, but not exactly
Rs. 50 per GB. However, Reliance is also giving
8GB of Wi-Fi access at Jio Wi-Fi hotspots, and
unlimited usage at night, so it definitely works out to
a very reasonable amount, and under that Rs. 50/ GB
figure once you factor that in.
Bundled entertainment services
That's not all though - Reliance Jio is also
going to give free access to its various Jio apps. The
full bouquet includes Jio's video on demand service,
its music streaming platform, and even a live TV
service which allows you to view previously aired
shows by scrolling back on the timeline.
There's a lot on offer, but we don't know
anything about how the pricing for these services will
be structured, only that the full bouquet taken
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 National Conference on Emerging Business Strategies in Economic Development – Special issue - December 2016
together will cost you Rs. 15,000 per year. However,
these are going to be given fully free to all users until
the end of 2017.
e-KYC for fast sim activation
Noting how inefficient the paper-based
manual process to onboard customers is, Ambani
noted that people had to wait for hours to get their
service activated. In my experience getting Reliance
Jio SIM cards activated with in a day. A customer
with an Aadhaar card will be able to get the Jio sim
with a working connection in 15 minutes.
Jio Fibre
Launch of this service is not yet announced
but Jio is working on a fibreline network which will
provide FTTH services to commercial & residential
customers. Jio has planted their fibre across vast
areas of India and planning to cover all over Indian
region by 2018. This broadband will surely provide
more data transfer speeds compared to the current
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FTTH ISP as they have their own single fibre line
and are not dependant on any other ISP.
CONLUSION
A good business is the one which is win-win for all
parties involved, and Jio is doing it pretty well. Data
is the oxygen of digital life. Jio is more than just a
business. It is a commitment to enrich the life of
every Indians said by Mukesh Ambani. Jio is aimed
at realising Digital India dream of our prime minister.
It extends their free services end of 31st March
2017.Now every Indian can do ‘unlimited good
things with unlimited data’.
References
1) http://gadgets.ndtv.com/telecom/news/reliance-jio-
reportedly-crosses-50-million-subscriber-milestone-in-83-
days-1631511
2) http://www.thehindu.com/business/Industry/After-oil-
Mukesh-Ambani-waits-to-run-a-digital-
empire/article14599982.ece
3) http://gadgets.ndtv.com/telecom/features/reliance-jio-
launch-10-things-to-know-1453256
4) http://www.thehindu.com/business/Industry/RIL-to-invest-
Rs.1-lakh-cr.-more-in-Jio/article16077136.ece
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