In India, Reliance unveiled Mobile Broadband Revolution with the Launch of Jio 4G. Jio users and non-users have similar view on what is important when selecting a mobile operator– with network data speed ranking as the most important overall. This is followed by value for money and network data coverage. Where they differ is in 'network voice coverage' – Jio users seeing this as less important than non Jio users.
What is most striking about this is how far Jio is has come in such a short period of time. We expected Jio to outperform the others in 'value for money' and 'minutes/data in my plan' – it's hard to compete with an operator that is giving away up to 1GB/day for free. We also expected a strong showing for 'data speed'. What we didn't expect was the high scores for customer service, convenience, voice coverage and quality, data coverage and handset choice. In fact Jio leads the market in six of the ten attributes – including the top three!