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Reliance Jio is in "Technology Commodity Market". Design ripoff by JioMeet & JioChat affirms this underlying message in the market. Technology as a commodity is different from (1)(#JioMeet #JioChat #commodity #Commodities #RelianceJio #Jio #UX #Design #Market) ImageImage
Software as a commodity. White-label apps, framework & platform were in the market since a long time that are the example of Software as a commodity. Commodity trading is one of the oldest practice. Traditional companies environment are well equipped with (2)(#trading)
commodity legalities, so as India Trade & Legal Ecosystem. Reliance Jio have turn the table in their favor from bureaucracy, regulatory & legal perspective. It could also be possible that (3)(#trade #legal #bureaucracy #regulatory)
Reliance Jio Leadership's Intellectual Consensus interpret them a "Telephone Company". They may be treating today's software advancement as telephone software commodity of the feature phone generation. Let's take an end to end (4)(#Leadership #Telephone #Company #phone)
panoramic view to understand this better. Reliance Jio is about Corporate Branding. A lot of technology companies identity is limited to Product Branding. Uber, Airbnb, Zomato branding is in-n-around (5)(#product #branding)
their product. Product Branding lacks 'Above the Line' Alter Ego of Corporate Branding. The Alter Ego is a great instrument for fan following & customer loyalty. Jio has not developed it's alter ego corporate branding yet. Maybe we will (6)(#customer #cx #alterego)
see that in the coming times. Alter Ego is the reason, back in 2012 Tata partnered with Starbucks in India and didn't blatantly copied it. Every Lifestyle brand inception to another demography follow the (7)(#Lifestyle #Starbucks #tata #brand)
same course. Brands know that ripoff could backfire & damage the identity of a Corporation. Zoom (JioMeet copied) & Whatsapp (JioChat copied) are not Lifestyle brand. They are utilities. Over a period of time, if the (8)(#Whatsapp #Zoom #utility)
company consistently out perform, the alter ego turn to cult, like in case of Apple. Apple is also a Lifestyle Brand. Such branding provides longevity to a company in competitive market. Although, in Reliance Jio case until now, (9)(#competitor #cult #apple)
their value is in their cost advantage over other competitors. They are yet to soft lock the Technology Ecosystem like Google, Facebook and Amazon. Locking the Ecosystem in case of Technology companies is a (10)(#Ecosystem)
balancing act of staying ahead in the technology curve and simplicity of enabling everyone to generate data on company's own & partnered channels (video, audio, text, history, login, meta data etc). Commodity Ecosystems use (11)
traditional socio-political strategies. "The Design is the Product in case of apps, for a Layman User". As long the Latency & Loading time is satisfactory the layman seldom care about the things happening in the (12)(#sociopolitical #political #strategy #geopolitical)
background to run the app. The innovation is saturating in Cloud Computing, SaaS & Internet Infrastructure, as the quality expectations are adequately met. It would be interesting to see a lot of socio-political (13)(#innovation #SaaS #internet #infrastructure)
strategies with traditional companies involvement in the upcoming times. #Airtel & #vodafoneidea are already gearing up for the battle by partnering with Tech companies. Machine Learning & Data Science will continue to grow under the shades of Technology Companies. (14)
Reliance Jio looks like a chocolate basket with missing product-line experience & Identity. Jio product basket is like Sarojini Nagar Market in Delhi, that sell aspirations to middle class buyer. They would purchase first copy of Manish Malhotra (a popular
luxury fashion & apparel brand) seldom care about the whole Collection aka Product-line. Could it also mean, a Fashion Design Leader leading their UX? There is a popular term called Mental Model in User Experience & Design. If the design is based on the day-to-day familiar
environment know to the User, then the user could use it with very little effort. In other words, Design matches the mental model of the user. Blatantly ripping off the design of popular products do copy the mental model too that assure that a large set of users already using
the popular product can also use the copied product. Although, when the seamless integration and transition between one product and another product will come into picture, this strategy will fail. Product Line Experience take a system approach, where all the products in the
product-line looks and feels the same, so they are fruitful for seamless integration and transition. They also reduce on-boarding load and learnability curve in case of complex dependable products like Adobe Family of Products, Microsoft Family of B2B and B2C Applications etc.
The question is, If Jio decides to invest in Design and Research to create a consistent Product-line Experience, How would it benefit them? Would it require them to seamless integrate a platter of product anytime in future? Do they have such a Vision for the Company?
The inverted
pyramid iterative exercise to calibrate a consistent product-line at such a massive scale will be splendid to watch.
Manish Malhotra or any popular fashion designer has invested a lot of time and money in branding activities for highlighting the attitude of the fashion line. Selling to elite customers requires the brand to cultivate a niche attitude over a period of time. On the other hand the
middle income segment, purchase the true copy for the reason that elites (high society) are purchasing the same. Middle income segment pushes the conversation back to cost advantage. This is the difference between luxury fashion & class culture. Leisure & Luxury branding is
associated with affluence of a person afford to pass the time on disposal at their Will. Class Branding is imitated to qualify with High Society’s Standards.
Jio is selling it to everyone as a telephone network company. Everyone’s attitude is no one's attitude. So maybe
blatantly ripping off the product design is indifferent to Jio and could be a part of their business strategy.
One of the examples would be the customer expectation from mid-range and low-range mobile phones is to demand all the features at once that highly priced phones have
compromising will results in busy and slow user interface screens.
It will be interesting to observe the different Subscription plans Jio will create in future. The way customers will “perceive” the brand and willingly justify the value of purchase. I am not aware of a brand to
be perceived by customers as Luxury, Lifestyle and Necessity by the virtue of it’s subscription plans. Another thing to notice will be overstating the geo-political and socio-political strategies of a traditional company to establish a monopoly eradicating all kinds of
demographic competition.
Marketing is the way a company wants it to be seen & Branding is the way customers see it.
It is important to discuss some fundamentals at this point.
Is Jio a telephone network company? The maximum gain is by reaching out to every individual. Is it an
Ecommerce and retail company of processed goods? The profit is in a well defined customer segment. Is it a commodity Ecommerce & retail company? Again the maximum gain is by reaching out to every individual.
Maybe post Universal Monopoly Jio way forward is in "Privilege Marketing" by different type of Subscriptions Plans. Partnering with a company like Payback could be on the horizon.
Moving from cash to point system at such a large scale can be translated as a smooth transition of masses into Jio own cryptocurrency network. #cryptocurrency #jio #JioMeet #JioChat #RelianceJio
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