A Study of telecom subscribers and strategy thereof: Role of Reliance JIO in Indian Telecom Industry

Indian telecom industry is the second largest in the world with a subscriber base of 1.18 billion. A tremendous growth in the past decade and half is recorded. In the present era of competition telecom industry players have made total transformation in their strategies from attracting new customers to retaining the existing customers and growth model to value added models. Mobile subscriptions continue to rise steadily, but the telecom sector finances will come under increasing strain in 2018. Present study aims at discussing the marketing and the customer retention strategies. The purpose of the study is to analyze the overall trends in the telecom and broadband customer base. Current research also highlights the trends of private market leaders that are Bharti Airtel, Idea and Vodafone. After the entry of Reliance JIO, telecommunication industry faced a complete change so efforts are made by the author to portray the role of reliance JIO in grooming telecom industry. It’s been found at the end that reliance JIO has totally changed the game and forced all the telecom service providers to lessen the calling and data services rates. That at last resulted into the increased total revenues of the telecom industry and the decreased average revenue per user (ARPU).