Section 37
How Jio used a free launch to win 100 million users
How does a late entrant get customers to switch from operators they already use?
- case
- Success
- years
- 2016-2017
- 100 million in 170 days
- Subscribers · 2017
- 100 crore GB
- Data carried per month · 2017
- ₹99 one-time + ₹303 a month
- Jio Prime fee · 2017
- 01
The situation
When Jio entered mobile services in 2016, Indian customers already had established operators. Jio needed people to try a new SIM and a new 4G network.
- 02
The decision
Jio launched a 'Welcome Offer' that ran from 5 September to 31 December 2016 with free services, and said voice calls would be free. It made sign-up fast through Aadhaar-based e-KYC. Before the free period ended, it announced paid plans from 1 April 2017 and a 'Jio Prime' membership for existing users at a one-time fee of Rs 99 plus Rs 303 a month.
- 03
The outcome
On 21 February 2017 Jio announced it had crossed 100 million subscribers, adding an average of 7 customers every second for 170 days. It said its network carried 100 crore GB of data a month.