A curious phenomenon is playing out in the slums of India’s Maximum City, Mumbai. Telecom giant Jio is sending small battalions of salespeople to low-income areas—places like Kamraj Nagar and Ramabhai Ambedkar Nagar in Ghatkopar East—to onboard waves of the Mumbai’s poorer residents onto Jio’s telecom platform. The target demographic, a customer care executive told The Ken, is customers with little to spend—those who buy recharge packs as low as Rs 50.
Jio casts its net as telcos scramble for low-ARPU users
Jio, which began its operations exclusively on smartphones, now wants feature phone customers. This is the latest slash that incumbent operators are feeling where Jio has been pulling subscribers on the low-end
As Jio ups its drive to onboard low-ARPU customers, incumbent telcos are scrambling to keep their subscribers loyal
Jio’s chasing them with its 4G-capable feature phone, the JioPhone
Airtel is pushing for its feature phone customers to upgrade to smartphones, but affordability is a barrier
Now, with the Vodafone Idea behemoth entering the fray, the battle for low-ARPU users is in full swing