Reliance Jio creates world record; Second fastest to reach 50 mn subscribers

Reliance Jio has created world record by becoming the second fastest  to achieve 50 million subscribers in a span of 83 days.

For e.g. it took telephone 75 years to reach 50 million subscribers, radio 38 years to reach 50 million, TV 13 years to reach 50 million, Internet 4 years to reach 50 million, Facebook 3.5 years tor each 50 million and Angry Bird 35 days to reach 50 million whereas Reliance achieved this feat in 83 days.   

Reliance Jio Infocomm launched Jio Welcome Offer on Teachers Day i.e. September 5 and has created a world record by crossing 50 million subscribers. Jio has achieved this growth faster than any other telecom operator or start up in the world including the likes of Facebook, WhatsApp and Skype.

50 Mn Subscribers And Timelines 
Telephone - 75 years 
Radio - 38 years
TV - 13 years 
Internet - 4 years
Facebook - 3.5 years
Reliance Jio - 85 days
Angry Bird - 35 days   
Source: VARINDIA  

Reliance Jio's 50 million subscribers in 85 days is a remarkable achievement by any standards thanks to viral packaging, excellent pan-India distribution and availability of wide range of 4G handsets in the country.

Viral Packaging: On Teachers Day, Reliance Jio Infocomm commenced digital services with a new offer called as Jio Welcome Offer whereby users had access to unlimited 4G data, voice, video, and messaging services along with full bouquet of Jio applications and content, free of cost up to 31 December 2016.

Chairman of Reliance Industries, Mukesh D Ambani announced that domestic voice calls to any network across the country would be free for Jio subscribers even beyond the Jio Welcome Offer. Domestic roaming services would also not be charged separately and average data prices would be around Rs 50/GB, which would be amongst the lowest in the world.

Jio Welcome Offer started at Rs 19 plan which is valid for a day and offers 300 MB data, all local and STD voice calls free in home and national roaming and free local and national SMS. On the other hand Rs 149 plan is valid for a month and offers 300 MB data and free local call and national SMS.

Rs 299 offers 6 GB (2 GB LTE and 4 GB Wi-Fi), Rs 499 offers 12 GB (4 GB LTE and 8 GB Wi-Fi), Rs 999 offers 30 GB (10 GB LTE and 20 GB Wi-Fi), Rs 1,499 offers 60 GB (20 GB LTE and 40 GB Wi-Fi), Rs 2,499 offers 105 GB (35 GB LTE and 70 GB Wi-Fi), Rs 3,999 offers 180 GB (6o GB LTE and 120 GB Wi-Fi) and Rs 4,999 offers 225 GB (75 GB LTE and 150 GB). Post expiry Wi-Fi data will be charged at Rs 50 per GB.

Free voice, attractive data package and free Jio applications became viral packaging for Reliance Jio right from day one as there was large rush of people pan-India across all distribution networks which led to record addition of subscribers in 26 days.

Excellent Pan-India Distribution: On Teachers Day, Reliance Jio launched pan-India network covering 18,000 cities and towns and over 2 lakh villages. Jio's pan-India distribution of SIM and handset was done by Reliance Retail (RRL), a subsidiary of Reliance Industries (RIL) which has grown to 3,383 stores with an area of over 13 million square feet. Reliance Digital has a network of 1,379 stores deployed over 225 cities. Not only this Reliance Retail had over 5 lakh partners which helped in achieving 16 million subscribers in 26 days.

During this period, Reliance Jio also introduced Aadhaar-based paper-less Jio SIM activation across 3,100 cities and towns which helped in streamlining the activation process which was initially chaotic as it enables the customers to complete the SIM activation process in a matter of minutes, with only his/her Aadhaar number. The Aadhaar process has been extended across the country and fully stabilized for satisfactory on-boarding experience. 

To increase its distribution reach, Reliance Jio added two programs. First, Reliance Jio is running a pilot program that is being rolled out in a phased manner. Under this program, individuals will receive an invite to schedule a Jio SIM delivery at home. The invite allows the individual to request for a SIM to be delivered a their home at a time of their choice. The program is currently in beta phase and is being rolled out in Mumbai, Delhi NCR, Chennai, Kolkata, Ahmedabad, Pune, Bangalore, Hyderabad, Vizag, Chandigarh and Jaipur. 

Second, If someone is staying in a residential complex or work in an office where a group of people are interested in getting Jio Welcome Offer, One can now invite a Jio representative to come to one's complex or office and set up a desk where everyone can get a SIM through their Aadhaar card instantly. One can do this through Jio's website or by giving a missed call to 18002002009 to get the invite link.    

All these distribution strategies has really worked for Reliance Jio and helped in achieving 50 million subscriber mark. 

Wide Range of 4G Handsets: Reliance Jio had a wide range of handset brands for Jio Welcome Offer. Reliance Jio tied up with 35 handset brands like: LYF, Alcatel One Touch, ASUS, Celkon, Coolpad, Gionee, HTC, Huawei, Infocus, Intex, Itel, Karbonn, Lava, Le Eco, Lenovo, LG, Micromax, Moto, Nextbit, Obi, OnePlus, Onida, Oppo, Panasonic, Samsung, Samsui, Smartron, Sony, TCL, Videocon, Vivo, Xiaomi, Xolo, Yu and Zen.

In toto, 35 handset brands had 322 models which gave customers a wide range of handset to choose. Reliance Retail also introduced a line-up of super affordable 4G LTE smartphones under the LYF brand, starting at Rs 2,999. All this was win-win for Jio Welcome Offer subscribers as they had the option to choose low-end handset to high-end handset depending upon their purchasing power.

If the present trend continues in the coming month with respect to subscriber addition and if the company is able to maintain its quality of voice and data network then there is no looking back for Reliance Jio. 

Pravin Prashant
pravin@varindia.com