We have been hearing that mobile network is one of the fastest growing in India and indian tariffs are one of the lowest for many years now.
The likes of Airtel and Vodafone basked in the glory. And they failed to see the opportunities that became threats to their survival. Mobile wallets - Paytm and cheap data coupled with free calling - Jio.
Airtel and Vodafone were clearly complacent. They were myopic to try and protect their turf instead of focusing on growth and changing consumer preferences.
The Indian consumers contributed to the fat ARPUs of the telecom operators were growing out of the habit of calling as the likes of WhatsApp and Facebook's offered free data based calling.
The need for data went up as the videos were in demand. Live streaming of movies and music were becoming the preferred mode of consumption.
The leading players thought the consumers had no choice but to be content with the high priced poor quality data they offered. How could they take the consumers for granted?
Then came Jio. They realised the needs of the Indian consumers and they made the castles of the leaders fall like a pack of cards.
Another area where the telecom players failed miserably was the mobile wallets. Ofcourse demonetisation was a big gift to Paytm but it was the same for the telecom operators as well....
The payment banks that they are rushing to lure their consumers into now could have been planned before. Then they too would have been ready with their networks like paytm.
Paytm toiled like Eklavya in darkness and they were rewarded for their efforts.
I hope Jio and Paytm offer good examples to not just the telecom sector but the other sectors as well for in today's world you don't know which category might make you redundant. Most of time it might be the one you least expect to.
Thank you Jio and Paytm for saving the Indian consumers and gearing up the market for better and convenient services.
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The article is in my personal capacity as a consumer and high user of mobile services. It has nothing to do with my present or past employers
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