Tuesday, September 6, 2016

The jio Bomb

The Reliance's jio Bomb has burst. In the aftermath, it will be interesting the watch the game being played out by the mobile companies in the market, and in the quality of their services. Reliance's disruptive strategies are certainly not new. It has been a game changer in the past too. My earlier post Karlo Duniya Mitthi Mein -Part 3 gives the basics of Reliance's predatory pricing method to cause disruption.

There will no doubt, be an initial orgy of downloads using the free 4G services. But when the dust settles down after the free internet offer, the realities will take over. This launch could erupt into a price war, but what will be really interesting to watch is the effect it will have on the delivery and consumption of media content. The communication culture in India has been in a constant mode of adapting to newer technologies, with the cell phone winning hands down across the country. Today, the maximum growth in the media sector is in the mobile content segment - in terms of revenue and also content delivery. More and more content is delivered and consumed on mobile phones.

The 3G services in the country could never get over their teething problems, but with this 4G war being played out, let's hope that we get the speeds and bandwidth that have been promised by the operators. Media students and professionals, from the fields of journalism, entertainment, as well as media management will have to be alert and watch the story as it unfolds in the next few months.