Business Case Studies,Marketing Strategies Case Study, Reliance JIO: Leadership Strategy in the Indian Telecom Sector

Code : MM0075

Year :2019

Industry :Technology & Communications

Region : Asia

Teaching Note:Available

Structured Assignment :Not Available

INTRODUCTION: In September 2016, MukeshAmbani (Mukesh), Chairman and Managing Director of India-based conglomerate holding company Reliance Industries Limited (RIL) , unveiled the Reliance Jio (Jio) plan for its mobile telephone services. Mukesh said that Jio was going to charge one-tenth of the existing global mobile rates . Two-thirds of India’s 1.3 billion population had no access to the internet and Jio wanted to bring more people online. At the FICCI FRAMES conference held in March 2016, Mukesh said, “We have the responsibility to digitally empower India. To end this digital poverty, 1.3 billion Indians cannot be left behind as world enters a new era” . Jio boasted 4G capability during its launch in September 2016. It offered a free data service during the introductory period till 2017 with a promise of free voice calls for life....