Product Innovation Launch Report
(For Strategic Marketing course: MK42082E-3-RN)
Reliance JIO
Submitted to:- Nathalie JANSON Submitted by:– Harshit Gupta
Introduction
Reliance Jio Info COMM Limited, popularly known as Jio, is an Indian mobile network operator launched
commercially on September 5, 2016. Owned by Reliance Industries and headquartered in Mumbai, Maharashtra, it
operates a national Long-Term Evolution (LTE) network with coverage across all 22 telecom circles. Jio does not
offer 2G or 3G service, and instead uses Voice over LTE (VoLTE) to provide voice service on its network. The
launch of Reliance Jio has caused a revolution in the telecom industry. Now, Jio claims to be the world’s largest
data network, based on mobile data consumption.
According to the Telecom Regulatory Authority of India (TRAI), as of February 2019, there are 1.17 billion
mobile-phone subscriptions in India, an increase of roughly 140 million subscriptions since August 2016—the
month before Jio launched. The growth is especially pronounced in rural areas, where there are now over 500
million wireless subscriptions, roughly 80 million more than there were before the company formally began its
operations. As more Indians gain phone subscriptions, more are coming online. A 2017 report by the Internet and
Mobile Association of India estimated that nearly 50 million Indians gained internet access between December
2016 and December 2017, allowing many of them to surf the web, send WhatsApp messages and stream videos for
the first time.
Planning and Marketing Strategy
Reliance Jio Infocomm Limited revolutionised the telecom sector. The scenario of Indian telecom market before
JIO entered it was:
• There were more than 1 billion mobile users in India, out of which only 34% were connected to the internet.
• Only 12% from these 1 billion used 3G data or above
Then came Jio which took the market by storm by offering Data Centric plans and free promotional data.
The Biggest difference between JIO and others is its Optical Fibre Network. An optical fibre is a wire that converts
your data signal into light and transfers them at the speed of light. Reliance Jio has the longest fibre optic network
in the country, ranging over 2,50,000 km and 90,000 eco-friendly 4G Towers to provide the greatest 4G Coverage
in all of India’s 22 telecom circles. Reliance Jio invested Rs 150,000 crore to put this in perspective – this is more
