JioFi Group 5

Shalini Jha I026

Iyshwaryalakshmi I044
Ashvary Jain J028
Madhur Jain J029
Satyaki Kundu J041
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MARKET
ANALYSIS

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Broadband Market

Active internet users in India

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Broadband subscription per 100 inhabitants increased to 1.33 from 0.27 in past 10 years

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 Segment April 2018(mil) July 2018(mil)
Wireless Portable (Mobile, Dongle) 401 441

Wireless Fixed (Wifi, Wi max) 0.42 0.44

Growth Rate as compared to last -6.22% 10.52%

month

• India is seeing growth in both wireless portable and wireless fixed segments.
• Usage of Wireless Portable is very high.

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 Market Trends and Growth

Router Renaissance

1. People are demanding more bandwidth since video streaming is increasing

2. They are connecting more devices overall, smartphones, tablets, laptops, etc.
3. Router setup requires work and has dead-spots
4. Wireless market to grow around 4-7% in next few years

Broadband subscription per 100

customers has increased from
0.89 to 1.33 in last 7 years

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• Independence on any hardware like modem, India (35% population uses internet)
computer, etc
• Domestic and Commercial both segments are • India has one of the largest
end users
mobile subscription
• Consistent increase in data synchronization
like on Google Drive • Rapid eco and industrial
development
• Adoption of digitization in the
2024 government sectors
2017 USD 7.07 Bil • India’s wifi growth will be 7
2017 53.53 million times faster as compared to the
Units global market
USD 1.92 Bil

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 Key Insights

ISP and Router by No. of devices you can connect

same provider

What user
see before
buying Cost
broadband
device

Wifi Standard (802.11g, 802.11n and 802.11ac)

Dual band or Single band 8

 MARKET ANALYSIS

Customer Segments Product Type

▰ Domestic ▰ Standalone Devices

▰ Commercial ▰ Bundled Devices

# 60% decline in home routers #Bundled devices have higher

market sales
# Commercial is bulk sales driver
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 MARKET ANALYSIS

Competitors

▰ Airtel, Vodafone – direct

competitor for bundled devices
▰ All priced at 1999, Jio & Airtel
have 999 pack also
▰ iBall, Intex and Micromax
exited

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 MARKET ANALYSIS

Collaborators Macroeconomic Factors

Alcatel-Vodafone 79% have Qualcomm chips

ZTE-Airtel Maximum imports from
china
JioFi JMR1140 designed in India

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 COMPANY ANALYSIS

▰ Tangible Assets ▰ Intangible Assets

Spectrum Bandwidth Brand Equity

Optic Fiber worth Licenses: Jio Music and

1.5 Lakh Cr Jio Payment Bank
50,000 Cr of Broadband Broadcast Rights: Jio TV
Infrastructure

177.13 Million Customers

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COMPANY ANALYSIS

▰ Capabilities ▰ Areas of Advantage

Wider coverage than any Huge Capital to provide
other network in India promotional offers

Plans to reach out to 99% Infrastructure facilitates

population in India reach to a wider population

5G ready infrastructure to Strong Parent Brand name

delve into Internet of Things facilitates easy expansion
into new categories

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COMPANY ANALYSIS

▰ Key Success Factors ▰ Key Weaknesses

Promotional Pricing to create Late Entry into a market which had
initial base of customers already existing big players

Used Network Externalities to Low Prices raised questions about

introduce a subscription based plan how ethical it is

High Switching Cost for Customers

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OBJECTIVES
▰ FINANCIAL
To maintain a 100% YoY
Growth
The contribution Margin is
aimed at 60-70% through
renewal plans
To maintain a market share
above 90% in data cards.
JioFi has 95% share in data
cards market followed by
Huawei which has 3%
▰ NON FINANCIAL
Maintaining High Customer
Satisfaction through superior
service and customized
offerings
To be synonymous with high
speed and affordable data
with superior reach
To reduce customer churn
and improve loyalty
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SEGMENTATION, TARGETING AND
POSITIONING
▰ SEGMENTATIO
N
An individual or a family which
uses internet on a daily basis
Users who have long calls and
are not users of Jio
▰ TARGETING
Households that have multiple
ISPs in form of mobile internet
or broadband
Users who don’t have 4G
VOLTE enabled phones
▰ POSITIONING
Portable High Speed Internet
Router which lets multiple
devices connect to it wirelessly
A device which enables non-Jio
users to use VOLTE service of
Jio
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 MARKETING STRATEGY
Who are our customers?

• Blue Ocean Market

• Rural penetration
• Customer base to be 414 million by
March 2020 – 45% percent of India’s
Customer population in 14 to 80 age group

What value do we offer to How do we create and

our customers? deliver that value?

• Uninterrupted Wireless Strategy • Further deepening of all- IP

connectivity Sweet Spot 4G LTE network in existing
• High quality devices at low areas coverage expansion
prices Value to 99% of population by
• Wireless router for home Creation FY19
and office use Value & Delivery
• Average customer
• Portable device that offers engagement of 290 mins a
connectivity anywhere, day
anytime • “Resonating Focus” value
proposition 17
STRATEGY TYPES

Four archetypes
▰ Product Leader
▰ Fast Follower
▰ Customer Intimate
Identifying and fulfilling a superior but
▰ Operationally Excellent overlooked market position
1. Innovate superior products
2. Undercut the leader on prices
3. Out-advertise/ out-distribute the leader
4. Innovate strategies that change the
rule of the game
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CROSSING THE CHASM

▰ Gap between the visionaries (Early Adopters)

and pragmatists (Early Majority)
▰ Crafting a marketing strategy to
▻ Identify a beach-head – a single target
market from which to pursue the mainstream
market
▻ Partner to develop an end-to-end solution to
offer a seamless experience to buy the
product

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CROSSING THE CHASM

▰ Single compelling “must have” reason

1. Word of mouth
▰ Creation of a “killer app” that appeals to mass market relationships
2. Creating an
ecosystem of
How did Jio achieve this success? apps
Identified and created a product that customers and competitors
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had not even imagined months
Pre With
Jio changed the model and showed that Indians liked “fast data” Jio Jio
“Democratised the digital culture” and reshaped India’s telecom
market Total Market 100 Cr GB
– 20Cr GB per month
per month

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 PRODUCT

JioFi is a portable broadband service

Allows multiple users and devices to

access 4g connectivity

Can connect up to 10 devices plus 1 USB

connection, some models capable of
connecting many more
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 #FEATURE 3
Best in class battery (2300mAh) with
5- 6 hours surf time. Now upgraded to
2600mAh and 7 hours surf time
#FEATURE 5
On the go device with
#FEATURE 1 rechargeable battery #FEATURE 6
True 4g speed with 150 Mbps (5+1) audio and (3+1)
download speed and 50Mbps video conference
upload speed calls

#FEATURE 2
Enjoy 4g features on 2g/ 3g
smartphones- e.g. HD video
calls via Jio4GVoice app
#FEATURE 4
Can connect up to 32 devices (2g/3g/4g
smartphones, laptops, tablets, cctv 22
cameras and even smart TVs)
 PACKAGING

Comes in a compact blue box, with

branding at the front

Contains a set up guide and warranty card

A wall charger and micro usb cable inside

Before this, an orange packaged box also

was launched, was only for reliance
employees, they received via special invite
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 PRICE

PLAN @1999
Cost is 1999 , in which PLAN @499
Free data of 1295 ▰ Now it is also available for 499
Effective price to be with Jio post paid, 500
704. cashback after 12 months
. usage; 199 per month
unlimited plan, 50 paisa per
minute international calling
PLAN @2499 and no daily data limit
Recently launched JioFi .
2
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 WARRANTY

12 06
MONTHS MONTHS
6 MONTHS
12 MONTHS
Warranty on
Warranty on device accessories and
. battery

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POSITIONING: UNIQUE THINGS wrt
COMPETITORS

4G IN 2G 3G PHONE
It is a device that helps in converting any 2G or 3G device into 4G by simply
01 pressing a button, without having to buy a device that supports 4G

UNIMTED CALLS AND SMS VIA JIO4GVoice

02 If a user downloads Jio4GVoice from the play store on their 2G/ 3G
smartphone, then they can enjoy unlimited voice calls, video calls and
SMS anytime anywhere.

HD CALLING
03 Also VoLTE featured of video and HD calls will be
available on 2G/ 3G smartphones itself 26
DISTRIBUTION

Reliance Digital
Dx mini stores Jio.com
store

Sales and distribution is done by Reliance Retail Ltd. Time taken is

usually 3- 5 days
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 PROMOTION STRATEGIES

PARTNERSHIPS
JIO DIGITAL LIFE CAMPAIGN ▰ The BT group, Millicom, Orage S.A
To attract the youth with a broader vision that the ▰ With Samsung for roling out LTE
leadership of country has in terms of digitizing the advanced pro and 5G in the country
Indian society
▰ With reality shows, Filmfare awards, Indian
MESSAGE COMMUNICATED
Premier league and Femina Miss India
Enjoying music and movies on the go was
never so easy FREE WiFi HOTSPOTS ACROSS
CITIES
THEME OF PROMOTIONAL BRAND AMBASSADORS
VIDEOS Father son relationship in Shahrukh Khan and Amitabh
which a father faces connectivity Bachhan
issues and is unwilling to change/
upgrade his phone.
25% DISCOUNT FOR STUDENTSLAUNCH OF POKEMON GO
To target 18- 35 age group
THANKS!

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