LyrArc Article Gist
A potato farmer in the Himalyan foothills is able to buy his first refrigerator using his Jio smartphone, even though he lives in a remote part of  India with no paved roads or indoor plumbing. Jio is the company founded by Reliance Industries head Mukesh Ambani, that is changing the way India shops and how it accesses the internet. Jio brings 4G technology to India and dramatically brings down data prices.

To do this Reliance used its past success in executing big projects. It was designed to be a network that reached 18,000 cities and towns, and 200,000 villages, some lacking electricity, requiring 200,000 cell towers and 150,000 miles of high tech fiber optic cable. The project is now essentially completed, according to the company. This may be the biggest one it has tackled.

Starting in polyester yarn and textile business, and in oil refineries, the company sought to diversify into digital platforms to compete with the likes of Google and Netflix. Ambani sees Jio not as a telecom business but as a digital platform and plans to use it to sell advertising, sell content, and financial services, also selling high speed broadband services. Ambani's project was designed to give India the opportunity to leapfrog into 4G and high speed internet and do this along with expanding the access through lower prices in the market to reach millions of people in remote regions of India including rural areas. Low cost access to data helps level the playing field between the rich and the poor.

There are about 390 million internet users in India, penetration of 28%. This is now changing rapidly as prices drop - the potato farmer who bought his first fridge did this on his phone, connecting online with Jio which built a tower nearby that beamed nearly unlimited 4G data for about $2.10 a month. Jio has now signed up 215 million subscribers with its low cost service. Bharti Airtel and Vodafone are larger competitors but it is Jio that has revolutionized the market in India, and which now enables companies like Amazon to use the new 4G services to build its retail online business.