A 23-year-old BPO executive, Dinesh Kushwaha was shopping in a South Delhi market. It was early on 22 July, his weekly holiday on Friday, when he saw a huddle of about 30 people before a TV at an electronics shop. A collective cheer went up among them but it wasn’t cricket for a change. Mukesh Ambani, Chairman, Reliance Industries Limited (RIL), had been introducing JioPhone–a 4G-enabled ‘feature’ phone which allows users to run essential apps, remains connected to the internet at all times, but with fewer features than a smartphone. Users may browse the internet and store media on it, and even stream it.
The Jio Bump
What happens when 100+ million Indians get access to high-speed 4G internet (almost) free of cost?
Cumulatively, India’s consumption of wireless data increased 6X on a year-on-year basis, going from under 200 million GB in March 2016 to 1300 million GB in March 2017
Video contributes to nearly 60-70% of India's internet traffic, with 80-85% users consuming short-form content. Of which the greatest appetite is for videos shorter than 10 minutes. This is mostly NSFW
Incumbent operators (Airtel, Vodafone and Idea) have continued to grow, and are slowly fighting back with data-rich plans of their own
Jio's launch had a major impact on Indian OEMs, with the likes of Micromax, Lava, Intex and the rest steadily losing market-share to Chinese smartphone makers