In the last week of March, reports emerged that very few free Jio
users were opting to convert into paid Prime membership. In fact, one
unconfirmed report mentioned that only 13% of free Jio users have opted
to purchase the Prime membership.
We refuted the report, based on some exclusive information received, that around 45-50 million Jio users have bought Prime membership (as of March 29th)
But now, the official numbers and out, and it has surpassed
expectations of every telecom analyst in India. Out of 120 million free
Jio users, 72 million have opted to purchase paid Prime membership. This
means a conversion ratio of 60%!
This is clearly unprecedented and totally unexpected. Never seen anywhere in the world.Jio’s official press release stated: “.. in just one month, over 72
million (and still counting!) Jio customers have signed up for JIO
PRIME, personalised making it one of the most successful customer
privilege programmes anywhere in the world. This is the largest
migration from free to paid services in history in such a short period
of time..”
Jio Summer Surprise: Free 3 Months Of Free Service!
On the occasion, Mukesh Ambani, Chairman of Reliance Industries, has
written a letter which personalised, and without the jargons of a press
release.
Addressing all Jio users as ‘Family Members’ (something which no
telecom company ever does), he said, “I want to personally thank you for
choosing Jio, and for being a founding member of the Jio movement. A
movement to transform India. A movement to empower and enrich each one
of you with the revolutionary power and possibilities of Digital Life.”
The letter announces that deadline for purchasing Prime membership has now been extended to April 15th.
Besides, the announcement to offer free 3 months of complimentary
service to all Prime users has been made. And the way it has been
announced makes it an emotional, family affair. He compares this 3-month
complimentary service as ‘shagun’, a ritual in which family members
present a gift or cash to other family members when they visit their
homes.
Comments
Post a Comment