September 5, 2016

Reliance Jio can change a lot in India

In my opinion India has been a hub of B2B family owned firms since 1947. The industry have remained under government control, still the govt wields heavy influence, because the industrial houses wanted it that way. Despite many public pronouncements by various govts since 1991 when Dr Manmohan Singh liberalized the environment doing business in India particularly in MSME domain is pretty challenging. But lets restrict discussing the grand roll out, a la Modi rally, by Reliance Jio in the huge telecom sector.

Firstly Mukesh Ambani made a Modi style speech promising big to Indians in the national interest. Although the reliance shareholders are used to such speeches as they heard such stuff during dedication ceremony of KG basin too to the nation too. But India has changed since and the youth was flabbergasted gasping for breath asking what did Mukesh Ambani invent to make such claims?

Secondly at the moment Reliance Jio is no pioneer in the telecom space. It has to contend with major established players capable of taking it on in a price war. Moreover customers have experienced Reliance service for quite a while and many don't have many positive things about its credentials. Customer trust, not the price play, is the cornerstone in service marketing in India as well as globally. Let's hope Reliance learns to win minds and consequently hearts of customers if it hopes to succeed this time.

Reliance don't have a shining record in customer facing business. Its foray into organize retail has not been able to earn it the numero uno position therefore it would have to work harder in telecom because telecom customers are spread over the rural market also. Indian firms generally lack in customer service area and in service marketing the quality of customer service can make or break a business.

How could i end without discussing launch campaign of Jio? Please ask any professional advertising guy in India to know how little space is allowed to them by the advertisers in designing the advertisement message strategy. Perhaps Ambani and family ordered the agency to prepare the layout as per their choice. I always tell my students to see the launch advertisement of Indica by Tata Motors. In my opinion the Indica launch advertisement has been the best ever launch campaign by any Indians corporate.  It contained all that you learn in a premier MBA course anywhere on the earth.

Finally let me state that i haven't got a response to my online booking of Jiofy within the stipulated 48 hour period. Speaks volume for customer service level. Anyways India need its major corporations to succeed so that we can survive and feed our enormous population,  

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