Airtel, Vodafone & Idea plan to counter Jio with content play

India’s incumbent telecom operators—Bharti Airtel, Vodafone India and Idea Cellular—are increasingly focusing on building competence around content to counter the looming threat from Mukesh Ambani-owned Reliance Jio, which is expected to commercially launch services anytime in the country.


Jio is planning to position itself as a digital content company, according to brokerage CLSA, which said that the prime services differentiator would continue to revolve around network experience, especially since content alone is not exclusive and can be replicated.

Reliance Jio has already created a complete content-based ecosystem around its high-speed 4G LTE services. It is offering various services like Live TV, On Demand video, Music Streaming, Cloud Services and Security services to customers under the trial launch in India.

Bharti Airtel, which is the leading telecom operator by subscribers, has already created a suite of apps that offer video and music content. The no 2 and no 3 telecom operators Vodafone and Idea Cellular too are in the process of launching content offerings.

Vodafone India had recently launched Vodafone Play. It has also set up a new vertical to generate accessible content for data customers, besides delivering live TV channels, music on its platform along with movie content, courtesy agreements with app makers such as Hungama.

Also read : Jio 4G on 850mhz goes live in Kerala, TN and Karnataka

Idea Cellular, on the other hand, recently announced its foray into digital services with seven applications. It is working continuously to introduce its own apps and had inked partnerships with various service providers.

Idea Cellular, according to an Economic Times report, is currently integrating various technologies within its systems and is planning the rollouts for the fiscal year 2017.

Another brokerage Bank of America-Merrill Lynch (BoFA-ML) said Idea Cellular is building an apps store, following Reliance Jio’s approach, with a focus on music, games, movies, TV and news, with an intention to drive data usage. IDFC separately said that leading telecom operators would look to protect turf by increasing tie-ups for content. The brokerage firm expects online video content to be a key data consumption driver for Indian telecom operators.

“If wireless data prices turn attractive, on-the-go video consumption will increase, although the TV screen would continue to be the first screen for video consumption at home,” IDFC said in its recent note.

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53 Comments on "Airtel, Vodafone & Idea plan to counter Jio with content play"


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July 18, 2016 4:11 am 4:11 AM

i wanted to know whether relaince jio ,vodfaone, 4g lte is on 1800 mhz or other frequency in mumbai

HS (Delhi)
July 14, 2016 3:10 pm 3:10 PM
Reliance is “Naam bade or darshan chote” Jo airtel ka ajtak kuch ni ukhaad paya wo ab kya ukhaadega. Even idea and vodafone bhi airtel ko beat nhi kar sake 20 years se. Pehle reliance idea ya vodafone ko catch krke dikhaye in terms of quality of service, network, reliability, subscribers base. Airtel to abi door hai bahut. I am not favouring to airtel voda idea but they are much better than others. These r my personal opinion. If there is any reliance lover pls don’t mind. I am using airtel postpaid and vodafone postpaid (both r my primary numbers,… Read more »
Abhishek chatterjee
July 14, 2016 8:01 pm 8:01 PM

i m not Reliance lover, i am Jio lover.. 😛 😛

Reliance & Jio are different company..

July 14, 2016 10:10 am 10:10 AM

Team TT, i am seriously perplexed now.
just as others too have reported, we are getting S TEL 4G signals now, how on the earth is it possible now for a bankrupt company to provide 4g signals??
kindly confirm with others from c-category circles if they are also getting s tel 4g , and also pls explain this strange thing.

Abhishek chatterjee
July 14, 2016 7:59 pm 7:59 PM

yaar yeh RCOM ka 4G hai..

waise AIRTEL 4G bhi ho skta hai..

Stel ka 1800Mhz 2G spectrum cancel hua tha..

baad me ho skta hai same Spectrum Videocon ko mila ho 1800Mhz..

now Videocon ne apna spectrum AIRTEL ko sell kr diya..

and Airtel BIHAR & Jharkhand me 4G launch kar raha hai..

isilye STEL 4G show kar raha hai.. actually its AIRTEL 4G..