Reliance Jio’s Marketing Strategy

Reliance Jio is the digital arm of Mukesh Ambani owned Reliance Industries Limited (RIL) and is expected to launch commercially later this year. The world’s largest start-up is currently creating infrastructural support for its digital services through the set up of one million recharge outlets and five lakh activation outlets.

In order to create a seamless user experience, Jio is entering into partnerships, launching devices, and also raising funds to enhance its services.

Partnership with Hotstar

Jio has recently partnered with the content platform Hotstar. In addition to being able to view Hotstar’s varied media offerings, Jio customers will also be granted access to premium Hotstar content for free.

Launch of JioFi 2

Reliance Jio also launched its new hotspot device called JioFi which retails at Rs. 2,899. The device exclusively works with HP laptops and offers laptop owners free 4G services. Additionally, these HP users may use unlimited SMS, data, and calling services for free over a period of three months as a part of the Jio preview offer.

The device is currently in its beta phase and therefore, one can only purchase a JioFi router after having received an invite email. Industry sources expect the device to be made available commercially after its test phase.

LYF WIND 2

Reliance Jio introduced another LYF smart phone, called the WIND 2, which is the second one in the WIND series after WIND 1. Priced at Rs. 8,299, the device has a 6-inch screen and offers a rich 720p resolution. The smart phone is powered by a 1GHz quad-core 64-bit processor and runs on Android 5.1. With respect to storage, the phone comprises 2GB RAM and 16GB of internal storage. Additionally, it also has a superior 8MP camera.

Reliance Jio’s LYF smart phones are making an impact in the market with regard to shipment rates and, the telecom operator intends to widen its reach further with the help of its preview offer. The Jio preview offer allows individuals to avail of free unlimited Jio data, calling, and premium applications for 90 days.

Smart phone manufacturers

Mukesh Ambani led Reliance Jio also intends to collaborate with leading smart phone manufacturers in order to market its quality services. The telecom operator has already extended its preview offer of three months. Jio’s tie-up with Samsung allowed users to access unlimited data services and video calls, 4,500 minutes of voice calling, and other value-added Jio services, free of cost for three months.

Fundraising for Jio

In May 2015, Jio had borrowed an amount of $750 million on a 10-year repayment period from nine banks. Following that, October 2015 witnessed the raising of Rs. 3000 crore through the issue of Jio’s non-convertible debentures.

In July 2016, RIL stated that it plans to add Rs. 15,000 crore to Jio’s capital which would increase the total investment to approximately Rs. 60,000 crore according to industry analysts.

Summary

Prior to Jio’s commercial launch, which is expected to occur later this year, the telecom operator has partnered with content platform Hotstar, and leading phone manufacturers to expand its customer base.

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