MINI Project

Masters of Business Administration (Dr. A.P.J. Abdul Kalam Technical University)

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 MINI PROJECT

ON

A STUDY ON CONSUMER BEHAVIOUR TOWARDS JIO

Submitted to DR.APJ.ABDUL KALAM TECHNICAL UNIVERSITY,

Lucknow in the partial fulfillment of the requirement for the award of the degree of

MASTER OF BUSINESS ADMINSTRATION

UNDER THE GUIDANCE OF SUBMITTED BY:

MR. ATUL NARANG KIRTI ARORA

ROLL NO.-2100010700016

SESSION: 2021-2022

Anand Engineering College

Keetham, Agra-Mathura Road, Agra (u.p)

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 ACKNOWLEDGEMENT
This is a great opportunity to acknowledge and to thanks all those people without whose
support and help this project would have been impossible. I would like to add few heartful
words for the people who were part of this project in numerous ways.

I thank my Director for his indispensible support and encouragement through the project .

I would like to thank my project guide for his guidance, valuable suggestions, moral support, and
contribution of time for the successful completion of project work. I am very grateful to him for
providing all the facilities needed during the project development.

I thank to Mr. Atul Narang for their support and encouragement through the project. I would
like t thank project guide and all those who helped me directly and indirectly.

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 Anand Engineering College
Keetham, Agra-Mathura Road, Agra (u.p)

CERTIFICATE
This is to certify that the report on “ The study of consumer behavior towards JIO”
being submitted by MS. KIRTI ARORA Roll no. 2000010700016, in partial
fulfillment of the requirement for the award of the award of the degree of Master
of Business Administration, is bonafide record of the project work done by the
candidate, department of management studies in Anand Engineering college
Technical Campus, Agra

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 DECLARATION
I kirti Arora of MBA 1st Sem. From Anand Engineering College, Agra
affiliated to DR. A.P.J. Abdul Kalam Technical University, Luchnow ;
hereby declare that all the information, facts and figures presented in this
report are first hand in nature.
The project work was not earlier submitted elsewhere for the award of
any degree, diploma or equivalent.

KIRTI

ARORA MBA

1ST SEM.

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 INDEX

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 INTRODUCTION
Reliance Jio Infocomm Ltd (popularly known as Jio), is a mobile network operator
in the country. It is owned by Reliance Industries, headquartered in Mumbai. Jio
provides 4G LTE services and is the only VoLTE (Voice over LTE) service
provider in India.
The service, which was launched for all users on September 5, 2016 with a
‘Welcome Offer,’ was originally introduced in beta for only Reliance employees
on December 27, 2015, to mark the 83rd birth anniversary of Dhirubhai Ambani,
founder of Reliance Industries.
Jio had originally tied up with domestic mobile phone maker Intex to produce 4G
mobile smartphones. It operates a national LTE network with coverage across all
22 telecom circles. Currently, JIO only offers 4G service, however it is working
to offer 5G and 6G as well.

Jio soft launched on 27 December 2015 with a beta for partners and employees and
became publicly available on 5 September 2016. It is the largest mobile network
operator in India and the third largest mobile network operator in the world with
over 42.62 crore (426.2 million) subscribers.

In September 2019, Jio launched a fiber to the home service, offering home
broadband, television, and telephone services. As of September 2020, Reliance
Industries has raised ₹1.65 lakh crore (US$22 billion) by selling nearly 33%
equity stake in Jio Platforms.

” The idea of Jio was first seeded by my daughter, Isha, in 2011. She was astudent
at Yale (in the US) and was home for holidays. She wanted to submit
somecoursework and she said, ’Dad, the internet in our house sucks’,” Mukesh
Ambanirecalled lately in press.On 5 July 2018, fixed line broadband service
named

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Gigafiber, was launched bythe Reliance Industries Limited’s chairman Mukesh
Ambani, during the company’sAnnual General MeetingThe 4G services were
launched internally on 27 December 2015.The company commercially launched
its 4G services on 5 September 2016,offering free data and voice services till 31
December, which was later extended till 31 March 2017. Within the first month,
Jio announced that it had acquired 1.6 crore (16 million) subscribers and has
crossed 5 crore (50 million) subscriber mark in 83 days since its launch,
subsequently crossing 100 million subscribers on 22 February 2017. By October
2017, it had about 13 crore (130 million) subscribers.

The 4G services were launched internally to Jio’s partners, its staff and their
family son 27 December 2015. Bollywood actor Shah Rukh Khan, who is also the
brand ambassador of Jio, kick-started the launch event which took place in
Reliance Corporate Park in Navi Mumbai, along with celebrities like musician A R
Rahman, actors Ranbir Kapoor and Javed Jaffrey, and filmmaker Rajkumar Hirani.
The closed event was witnessed by more than 35000 RIL employees some of
whom were virtually connected from around 1000 locations including Dallas in the
U

The entry of Jio revolutionized the telecommunication sector. In this project the
success story of this recent entrant and management principles adopted by the the
company were analyzed on the basis of researches and studies conducted in these
fields. The organizational structure, planning and marketing strategy, staffing and
recruitment, SWOT analysis, PEST analysis, promotional strategy, the impact of
Jio launch, Government policies, controversies surrounding Reliance Jio, its
ventures, collaborations and future projects were also discussed in detail.

JIO is currently running throughout all the 22telecom circles in India. Its
distinguishing offer is the free net, calls and other offerings till the thirty first
December 2016. Later, this offer became extended till 31st March 2017 as a "New
year offer". Mukesh Ambani confirmed that this provide is made to help JIO meet
its goal of 100 million users. Reliance JIO is a dream assignment having its grass
roots manner lower back in 2010. In June 2010, Reliance Industries (RIL) bought
a ninety six% stake in Infotel Broadband offerings confined(ISBL) for 48 billion.
IBSL changed into the handiest company to win broadband spectrum in all 22
zones in India within the 4G Broadband wireless publicsale(BWA) that passed off
earlier that 12 months. The IBSL became later renamed to Reliance JIO Infocomm

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limited(RJIL) in January 2013. The trial model was launched on 27thDec 2015 for
the personnel on the event of the 83rd birthday of overdue Shri Dhirubhai Ambani.
This launch was made to decide the flaws in its running earlier than freeing it for
the general public. It changed into made industrial on 5th Sept 2016 with a put off
of about 6months from the scheduled date. Reliance JIO is the sector's largest
startup a t₹1.five lakh crore investment. It objectives at providing top class records
service at low price. It plans to have a partnership with lots of small and rising
Indian entrepreneurs. The average age of the employee at JIO is 30. Mukesh
Ambani describes this because the offerings created by way of the brand new era
for the new generation. As a protracted-term evolution, JIO has reportedly joined
palms with numerous cell businesses growing LTE enabled smartphones like Intel
and LYF. in spite of the big benefits supplied by means of JIO to the customers, its
destiny stays uncertain till the free duration is over. some professionals
investigated and stated JIO's commercial enterprise version to be more highly-
priced and uneconomical however in spite of everything now the Reliance JIO is
thriving like a king, leaving different Telecom agencies in a doubt about their very
own survival within the future. JIO Business strategy comes with any such
reasonably-priced plan and distributing its SIM free of price that everybody is
wondering that there need to be a big enterprise approach in the back of this and all
of them are right, Mukesh Ambani is a good participant of telecommunication
region and really there's commercial enterprise strategy in the back of JIO. permit
examine them one by one.

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 HISTORY
The company was registered in Ambawadi, Ahmedabad, Gujarat on 15 February
2007 as Infotel Broadband Services Limited (IBSL). In June 2010, Reliance
Industries (RIL) bought a 95% stake in IBSL for ₹4,800 crore (equivalent
to ₹91 billion or US$1.2 billion in 2020). Although unlisted, IBSL was the only
company that won broadband spectrum in all 22 circles in India in the 4G auction
that took place earlier that year. Later continuing as RIL's telecom subsidiary,
Infotel Broadband Services Limited was renamed as Reliance Jio Infocomm
Limited (RJIL) in January 2013.
In June 2015, Jio announced that it would start its operations throughout the
country by the end of 2015. However, four months later in October, the company
postponed the launch to the first quarter of the financial year 2016–2017.
Later, in July 2015, a PIL filed in the Supreme Court by an NGO called the
Centre for Public Interest Litigation, through Prashant Bhushan, challenged the
grant of a pan-India license to Jio by the Government of India. The PIL also
alleged that the firm was being allowed to provide voice telephony along with its
4G data service, by paying an additional fee of just ₹165.8 crore (US$22 million)
which was arbitrary and unreasonable, and contributed to a loss of ₹2,284.2
crore (US$300 million) to the exchequer. The Indian Department of
Telecommunications (DoT), however, explained that the rules for 3G and BWA
spectrum didn't restrict BWA winners from providing voice telephony. As a result,
the PIL was revoked, and the accusations were dismissed.
The 4G services were launched internally on 27 December 2015. The company
commercially launched its 4G services on 5 September 2016, offering free data and
voice services till 31 December, which was later extended till 31 March
2017. Within the first month, Jio announced that it had acquired 1.6 crore (16
million) subscribers and has crossed 5 crore (50 million) subscriber mark in 83
days since its launch, subsequently crossing 100 million subscribers on 22
February 2017.] By October 2017, it had about 13 crore (130 million) subscribers.
The company motive is to provide digital platform to the world. Jio launched many
services include entertainment services, social benefits, internet services,
broadband, etc. in 2016, the company launched Jio apps, like Jio browser, Jio
meet, Jio tv, Jio security, Jio Saavan, Jio cinema, Jio cloud, Jio news, Jio health,
etc. Jio has signed on more than 340 million customers by offering free domestic
calls and data service.

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 Jio had earlier tied up with Intex for providing handsets with 4G VolTe
technology all over the country. They manufactured several models low on cost
and high on features- ready for the next level of 4G and voice telephony.
However, they soon decided to launch their own brand of phones. They named
the range as Lyf phones. The names have been consistent with the models such
as Water 1, Water 2, Flame 1, Flame 2, Wind, Earth, among others.
At present, the company offers more than 15 handsets with varying range of
features. They are mostly made in China phones repackaged as Lyf phones.
They come with a Jio preview offer, prior to September 5, the only way to get
access to a Jio Sim.
Jio apps

• JioTV – live TV services

• JioCinema – just like Netflix, a video library.
• JioChatMessenger – like Whatsapp, a messenger service for Jio users.
• JioMusic – music player and subscription model.
• JioJoin- Volte Phone Simulator
• JioMags- Magazine reader and subscriptions
• JioXpressNews – News and daily events

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• JioSecurity – Security app
• JioDrive Cloud storage app
• JioMoney Wallet – like Paytm and Airtel money.

Jio Apps- announced free till 2017, are one of the major ideas of investment of
RJIL. With subscription-based apps across various categories- all in beta phase
so that they can be tested and more content can be added easily, they have a
base to get large numbers of users through these apps alone. At present, the
following apps are available in beta phase only for Jio sim users (although
anyone can download, it requires Jio sim to use them).

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 MISSION STATEMENT
On 5th September, 2016, Jio launched its new services with cheap tariff plans. Jio
changed the domestic telecom industry in a big way. The company announced
unlimited data, voice calls and SMS. Jio also provide online payment platform in
which customer pay their bills or recharge online. Now, Jio is the largest telecom
industry in India. The company provide many opportunity to customers to grow
with them and make a “Digital India”. Reliance Jio has partnership with Google to
manufacture 4G handset at affordable prices. Jio brand Ambassador is Shah Rukh
Khan.

Jio mission is to make a digital India and to ensure Indian’s have highest quality
and highest quantity data at affordable prices. The Jio target is to reach in each and
every corner of the world.

Jio Platforms Limited (Jio) is creating a massive digital ecosystem for a billion
Indians with domain expertise across business verticals in the platform company.
The platform company will not just provide world-class fixed-mobile converged
connectivity, but also digital solutions across business verticals and the customer
life cycle.

Reliance Jio promises to shape the future of India by providing end-to-end

digital solutions for businesses, institutions and households and seamlessly
bridging the rural-urban divide.

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Jio Vision Statement
Reliances vision for India is that broadband and digital services will no longer be a
luxury item. Rather, Reliance envisions an India where these are basic necessities
to be consumed in abundance by consumers and small businesses alike, as much in
far-flung villages as in our largest cities. The initiatives are truly aligned with the
Government of India's Digital India vision for our nation.
Jio’s vision is to transform India with the power of digital revolution - to connect
everyone and everything, everywhere – always at the highest quality and the most
affordable price.

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 CONCEPT OF ‘JIO’
India at the time was suffering from poor connectivity and a severe scarcity of the
most critical digital resource data. Data was not only scarce, but it was priced
artificially high to make it unaffordable to a majority of Indians, he said.

Jio transformed all of this by making data abundant and affordable and available in
every part of the country."We launched Jio in September 2016. And today Jio has
already become the biggest game changer in India," he said.

Ambani said while the United States pioneered 1G mobile network, Europe
ushered in 2G, and China leapfrogged with 3G, Jio has created the largest
greenfield 4G LTE-only data network in the world.

"This will make India a leader in 4G in 2019," he said. "It took the combined
Indian telecom industry 25 years to build a pan-India 2G network. Jio took just
three years to build a 4G LTE network, which is much larger and far more
advanced. And it is also 5G-ready today."

Billionaire Mukesh Ambani's telecom venture Jio, which catapulted India as the
world's largest mobile broadband data consuming nation in less than two years,
was first seeded by his daughter, Isha, in 2011. This was revealed by Ambani, the
richest Indian, in his acceptance speech last night after his oil-to-telecom
conglomerate, Reliance Industries was presented with the 'Drivers of Change'
award at the Financial Times Arcelor Mittal Boldness in Business Awards.

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"The idea of Jio was first seeded by my daughter, Isha, in 2011. She was a student
at Yale (in the US) and was home for holidays. She wanted to submit some
coursework and she said, 'Dad, the internet in our house sucks'," he recalled.

Ambani said Isha's twin brother, Akash, at that time, stated that in the old world,
telecom was the voice and people made money on calls but in the new world
everything is digital.

"Isha and Akash belong to India's young generation that is far more creative, far
more ambitious and far more impatient to become the best in the world. These
young Indians convinced me that broadband internet is the defining technology of
our age and India cannot be left behind," he said.

Since the idea first cropped up, Reliance, which owns and operates the world's
largest single location refinery complex at Jamnagar in Gujarat, has spent more
than $31 billion to break into India's mobile-phone market. The 2016 upstart,
called Jio, dislodged rivals and has emerged as the nation's No. 4 carrier by
offering call services free for life and data transmission at dirt cheap rates.

Jio is also gearing up for newer data-heavy services that can connect homes,
businesses, and cars to the internet.

India at the time was suffering from poor connectivity and a severe scarcity of the
most critical digital resource data. Data was not only scarce, but it was priced
artificially high to make it unaffordable to a majority of Indians, he said.

Jio transformed all of this by making data abundant and affordable and available in
every part of the country.

"We launched Jio in September 2016. And today Jio has already become the
biggest game changer in India," he said; Ambani said while the United States
pioneered 1G mobile network, Europe ushered in 2G, and China leapfrogged with
3G, Jio has created the largest greenfield 4G LTE-only data network in the world.

"This will make India a leader in 4G in 2019," he said. "It took the combined
Indian telecom industry 25 years to build a pan-India 2G network. Jio took just

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three years to build a 4G LTE network, which is much larger and far more
advanced. And it is also 5G-ready today."

Jio has made voice-calling free for life and has also made high-quality data
available at the lowest price in the world - at almost one-tenth the prices in the US,
he said, and the firm acquired more than 100 million customers in just 170 days of
launch.

This was more than one-and-a-half times the population of the United Kingdom.

For the 500 million Indians still using a feature phone and not a smartphone, Jio
brought out the "world's most affordable 4G LTE smartphone" that is available for
free for use with a deposit of Rs 1,500, he said. "The result has been stunning: 3
lakh to 5 lakh Indians are daily migrating to Jio Phone. And for the same Rs 200-
300, they benefit through access to the high-speed internet with their existing
voice needs are completely free."

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 SWOT ANALYSIS
"Within the next few years, Jio will empower the equivalent of two-thirds of
Europe's population to enjoy world-class digital services in India," he said, adding
because of Jio, India has jumped from the rank of 155 to number one in the world
in mobile broadband data consumption in less than two years.

"Jio has already grown to be the biggest start-up in India's history," he said.

The previous honorees for the 'Drivers of Change' award include DeepMind
Technologies (2016), FANUC (2015), HBO (2014), Alibaba (2013),
MONDRAGON Corporation (2012), Amazon (2011), Apple (2010), Fiat (2009)
and Ryanair (2008). RIL won it for its "exceptional commitment to innovation-led,
exponential growth within the areas of hydrocarbon exploration and production,
petroleum refining and marketing, petrochemicals, retail and 4G digital services."

Stating that his late father Dhirubhai Ambani was the original 'Driver of Change'
in India's business history, he said the legendary industrialist founded Reliance
Industries Ltd (RIL) in 1966 with a meagre capital of Rs 1,000 (about $130 at that
time).

RIL, which today is an over $50 billion group, has doubled shareholder money
every two-and-half years since its initial public offering (IPO) in 1977, he said.
"During the same period, Reliance has contributed more to India's national wealth
than any other business group.

Jio utilizing SWOT Analysis. However, before that, we should initially think about
Jio.

Competitors of Jio:
Being in the telecommunication industry, Jio faces tough competition. Some of its
major competitors are as follows.

• Bharti Airtel.
• Sify Technologies.
• Frontier Communications

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 It is a brief overview of the company’s strengths, weaknesses, opportunities &
threats it offers. The strengths and weaknesses of a company are shown through its
internal efforts and threats and opportunities are affected by external factors.

1. Strengths of Jio
Strengths are characterized as what every business is best in its array of tasks,
giving it an advantage over its rivals. They are inner qualities and assets that help
an organization get effective results and can be utilized for the upper hand.
• Most grounded Customer Acquisition technique – Reliance Jio
presumably has the best client obtaining procedure to date. The brand offered
their organizations in vain for 3-6 months to all of their customers. This achieved
countless customers using Reliance Jio and achieved one of the most astounding
customers acquiring methodologies all through the whole presence of telecom.
• Solid Parent Organization – Jio is an auxiliary of Reliance Industries
Limited which is high on its fund and can go about as a reinforcement for
imaginative future endeavors. Dependence is a famous brand with a skillet Indian
presence and has high trust among clients.
• Innovative Technology- Jio right now utilizes the most recent 4G LTE
innovation which is one of the world’s best advances for what’s to come. This
is upheld by Voice over LTE which makes it versatile and steady of 5G and 6 G
advancements which are relied upon to be the future in remote correspondence.

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• Strong Customer Base- Jio gloats of an astounding 100 million endorsers
in the initial 170 days of its dispatch, a record which no other supplier has had the
option to enlist. This has in like way made Reliance Jio India’s most noteworthy
Internet Service Provider.
• Market Share- First mover advantage in making information cost
more reasonable. Constrained different administrators to cut charges by
winning a tremendous market share.

Weaknesses of Jio
Weaknesses are inner qualities and assets that neutralize a fruitful result. It is
utilized to allude to regions where the business of the association needs
improvement.
• Late Entry –Reliance Jio has made a late introduction to the market which
previously had set up players like Airtel and Vodafone who had involved a spot
in the personalities of the client. It is trying to build a portion of the overall
industry fundamentally since the contenders are solid MNC’s, the place where
the money wouldn’t be an obstruction to keep Jio in check.
• Activation Issues- Reliance Jio confronted various incubation issues
attributable to not having the option to contain the colossal volumes of clients it
had acquired. Such were delays in SIM Card actuation during the period that
followed its dispatch.
• High Reliance on Data– Reliance Jio is profoundly subject to information
charges since call charges are free.

Opportunities of Jio
Opportunities are delegated outer components that the substance can gain by or use
for its potential benefit to accomplish its objectives. These emerge when an
association can exploit conditions in its current circumstance to design and execute
methodologies that empower it to turn out to be more productive.
• Future Driven Technology –Reliance Jio utilizes VoLTE 4G
organization which is versatile to oblige 5G and 6G advancements. This offers
various roads to Jio or future extension of transmission capacity.

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• Apps- Reliance Jio has VoLTE which has a lot of scope in terms of
bandwidth. Thus they can offer apps to customers which are chargeable or
even free initially and pay peruse later.
• Competitive Pricing Strategies– Reliance Jio values being a minimal
expense Internet specialist co-op and versatile administrator. This can be used as
positioning to target more markets and grow their market share since most of
their competitors cannot afford their prices.
• Expansion – Currently Reliance Jio is functional just in India. There is,
nonetheless, a ton of degree for development to unfamiliar nations essentially in
the adjoining areas.
• Data for Billion People– The core opportunity is data and speed of
data. Millennials are hugely involved in various platforms. The government
push for digitization is making data a necessity rather than a privilege .

Threats of Jio
Threats emerge when conditions in an outside climate risk the unwavering quality
and benefit of the association’s business. These outside variables could seriously
influence the achievement of the undertaking.
• Risk of Loss of Customers- Customers lean toward Jio fundamentally in
light of the low costs that they offer. At a phase when the organization expands
its value, there might be a deficiency of clients. Client devotion is a test.
• Removal of Fee Services- Jio currently is associated with a lot of
freebies. Once these are eliminated there might be a drop in deals for the
organization.
• The Loyal Customer Base of Existing Players- The current contenders
have a solid presence on the lookout. A late contestant like Jio will have a test in
persuading faithful clients of different administrators since individuals are
inclined toward more steady and dependable administrators.
• Criticism and Negative Image –Reliance Jio has been involved in a ton of
discussions from the time it was begun. These have achieved a negative brand
picture for the association.

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 The Secret Behind Reliance Jio’s Success
Reliance Jio attracted consumers by surprising them with bonus data, free minutes,
and holiday discounts.
New users benefited from free voice calls on the Reliance Jio network, which also
encouraged their friends and family to buy Reliance Jio smartphones. As an extra
bonus, prepaid plans also included 1,000 free minutes of off-net calls to users on
competing networks.
The initial Jio Phone featured a generous free data bundle that soon contributed to
more than 100 million new subscribers. This gamble paid off: by the conclusion
of the promotion, 72 million free users converted to paying customers.
Customers have also reacted well to Reliance Jio's surprise deals, such as the
Summer Surprise, which eliminated monthly payments for three months for Jio
Prime customers. Summer Surprise was so well received that Reliance Jio offered
a number of deals in subsequent years.

Reliance Jio Products & Services

Mobile broadband
The business launched its 4G broadband service in India in September 2016. It was
expected to be released in December 2015, citing rumors that the organization had
been waiting for final approval from the government. Jio provides fourth
generation (4G) data and voice services, along with auxiliary services such as text
messaging and streaming movies and music.

Jio Branded Devices

• LYF smartphones
In June 2015, Jio entered into an agreement with Intex, a domestic smartphone
manufacturer, to supply 4G voice-capable handsets over LTE (VoLTE). However,
in October 2015, Jio revealed that it will launch its own cell phone brand called
LYF. On 25 January 2016, the company launched its LYF smartphone series
beginning with Water 1 through its Reliance Retail network of electronic retail
outlets. So far, three more handset models have been released, namely Water 2,
Earth 1, and Flame 1.

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 • Jio Phone
JioPhone is a feature phone line sold by Jio. The first edition, launched in August
2017 (with public pre-orders starting on 24 August 2017), was positioned as a
"open" LTE-compatible feature phone. It runs the KaiOS platform (derived from
the discontinued Firefox OS) and includes a 2.4-inch touchscreen, dual-core
processor, 4GB of internal storage, near-field connectivity support, a suite of Jio-
branded applications (including HelloJio voice assistant) and a Jio-branded app
store.

It also supports the "TV tube" accessory for output on an external monitor. In July
2018, the company launched the revised JioPhone 2 model in a keyboard bar form
factor with a QWERTY keyboard and a horizontal display. Jio has confirmed that
Facebook, WhatsApp, and YouTube applications will be available on both phones.

• Jionet Wi-Fi
Prior to the introduction of 4G data and telephony services across India, the
company started offering free Wi-Fi hotspot services in cities across India,
including Surat, Ahmedabad in Gujarat, and Visakhapatnam in Andhra Pradesh,
Indore, Jabalpur, Dewas and Ujjain in Madhya Pradesh, selected Mumbai locations
in Maharashtra, Kolkata in West Bengal, Lucknow in Uttar Pradesh, Bhubaneswar
in Odisha, Muskat.

In March 2016, Jio began offering free Wi-Fi to fans at six cricket stadiums
hosting the 2016 ICC World Twenty20 Games.

• JioFiber
In August 2018, Jio started testing a new triple play fiber home infrastructure
branded as Jio GigaFiber, including wireless internet with speeds ranging from
100 to 1000 Mbit/s, as well as television and landline services.

In August 2019, it was revealed that the service will be formally unveiled as
JioFiber on 5 September 2019, in celebration of the company's third anniversary.

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Jio has also revealed plans to provide streaming of still-in-theatre films ("First Day
First Show") to qualifying JioFiber users.

In 2015, the organization had a network of more than 250,000 km of fiber optic
cables in the region, over which it collaborated with local cable providers to
improve the connectivity of its broadband service.

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 CONSUMER BEHAVIOUR TOWARDS ‘JIO’

Reliance Jio had really smart strategies and most of them belonged to the founder
Mukesh Ambani. For its initial year, Jio gave unlimited data services and high-
quality Volte calling services at surprisingly low charges. The complete change in
the market made other telecom operators change their business models.

These offers created a lot of radical and unexpected changes in the consumer’s
behavior as well. Also, it led to many mergers and acquisitions in Indian mobile
network providers. Jio, in turn, made people use more and more services so that
they spend more.

Jio eventually started charging 6 paise per minute on its calling services. The
company has now launched numerous value packs consisting of both internet and
calling benefits along with other on-demand subscriptions at competitive rates,
which are even lower for Jio phone users.

Well, in the initial phase Reliance took a big risk to enter into the telecom industry
but it has proved to be one of the best companies in the current market.

There are many telecommunication brands that have thrived for long years in the
telecommunication space of India. Popular brands like Airtel, Idea, Vodafone, etc.
had achieved the customer's trust for years. However, with the disruptive entry of
Jio, they had to hurry things up and make significant changes in their business
models, strategies, and workings to match up with Jio's radical approach.

However, small network operators like Aircel, Tata Teleservices, and Telenor had
to shut down their functions in India because of the revolution brought by Jio into

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the market. The profits of other Telecom operators have also drastically decreased
since Jio’s inception.

Conclusion
Jio is a global name and has taken over the Indian market easily and very quickly.
The company has got the benefit of its parent group and has easily acquired the
trust of customers. It has a significant portion of the market share in the industry
due to its smart marketing tactics and free offers.
Jio entered the market very smartly and gave people free services that helped the
company gain a lot of customers and ultimately a strong competitive advantage.
Marketing has played a major role in the success of Jio. In today’s world digital
marketing is the new trend and if you also want to upskill your knowledge in it do
check out top-quality courses provided by IIDE.
The growth of a company depends upon consumer perception, regarding product
and the consumer perceptions can be studied only through the consumer buying
behaviour. The consumer behaviour r is the study of those actions directly
involved in obtaining, consuming, and disposing of product & services including
the decision process that proceeds and follows up the action. The buying behaviour
of the Many variables influence consumer.
The social environment in which he lives, his family, his society, his neighbours,
his friends, his job, his colleagues influence the behaviour of the consumer. The
personality factors of the consumers also effect his buying decision. It requires
marketers to review their marketing practices. Now companies have to show their
concern about consumer's interest. They must take many steps to satisfy the
consumers. Now marketers have moved to consumer welfare from consumer
satisfaction. Most companies have accepted consumerism in principles. Based on
my observations data and information, I submit certain useful recommendations to
make Communication system of Tata Teleservices & Reliance very effective and
customer centric. Some of the worthy suggestions are given as under:

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