To my fellow 1.2 billion Indians and India With the launch of Jio, India’s rank will go up to among the top 10 in the world. Jio’s mission is to meet this exploding need for India, and to take our nation from a data shortage to data abundance. So, Mr. Mukesh Ambani said with an innocent face, “I offer you free internet data that is Digital Oxygen, go live!” But we’ve been calculating from a young age whether this is a better offer, or that? Now, if someone offers us something at a discount of 100% then we definitely have to be suspicious. So, let’s listen to a story.. This is the tale of an old king.. who came to The City of Dreams without much wealth He established a huge empire, but after he passed away, we saw the same old family drama. Both the sons fought over their share, and the family name was maligned The family businesses suffered, and hence their mother had to intervene. But the younger son got what the elder son wanted, in the split. The younger brother knew that the elder brother would someday come back for his favourite toy, so he asked for his brother to be kept away from his toy The elder brother waited outside the court for an opportunity. and as soon as it presented, he acquired his own toy and entered the fray Then the elder brother brought a deadly weapon into his team and waged a war of telecommunication in India. As of today, Jio has left behind Facebook, WhatsApp and Skype in terms of consumer growth. Within 83 days Jio had a consumer base of 5 Crores and after 170 days it grew to 10 Crores A Jio user consumes 6 times more data than any other user. Now, if they’ve created such a havoc in just 7 to 8 months, then it’s surely not a trial and error strategy. 65% population of the country had to think twice before downloading any song, saving data to have a video chat with their partner. Jio relieved them of this pain, and made internet free. Now, everyone got addicted to Internet Mukesh Bhai is no less than Pablo Escobar. By providing free data, they followed two major principles of marketing Loss Leader Strategy Razor/Blade Strategy Loss Leader is when a product is sold at a loss to attract customers, hopefully to build a huge user base and recover the cost. Companies like Amazon and Tesla Motors have implemented the Loss Leader strategy. Razor/Blade strategy goes like sell the commodity for free and recover the costs through accessories. It has been named after Gillette’s strategy to provide free razors for free and recover the costs over blades. Just like Gaming Stations, who earn on game CDs, and printers, who earn on ink cartridges, Jio has planned to earn via Jio Apps, LYF mobile phones and recharges. While other companies implemented a retailer’s mindset and sold data 4 times costlier; Jio implemented a wholeseller’s mindset to sell cheaper but more data. In India, telecom companies generate a revenue of about Rs. 130 to Rs.150, on an average. Now, if you choose Prime Membership worth Rs 99 and recharge with Rs 309 then you’re paying three month’s average revenue. Now, if you think about it, where is your major data consumption of the day? Videos. On an average 40-60% data is consumed watching videos. Who’s at profit? YouTube, Netflix, Hotstar and a little of ours too.. An active user base generates revenue for us so that we can make better videos. Netflix and Amazon Prime have also stepped in the Indian market; and hotstar was already there. When other companies will be shifting to a full time 4G network Jio will be adapting to a 5G network Jio’s next venture? Fiber to Home, wireline service that’ll provide data speeds upto 1 Gbps. It also has ties with Cisco for data speed improvements. My pal streams songs and chats on video call. Mummy makes new recipes watching videos on YouTube And this is just the beginning If you think ahead there’s nothing that readily available and affordable data can’t do. You’ll get a low fuel notification for refueling soon as you leave your house. When you reach your office’s gate your PC turns itself on and the coffee machine starts preparing you a cup of coffee There’ll be music apps that’ll suggest you music after sensing your emotions for best results and maybe sometime soon you might have your own Jarvis.