MG-822: MANAGING INNOVATION

GROUP CASE STUDY REPORT

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 PRESENTED BY
(Group 15)

Name Student Reg. No

Ajay Raj Singh 202365459

Mandeep Dasari 202366803

Akash Chandgude 202368071

Jaya Rama Chandra Prasad Kalaga 202361100

Nitheesh Bhukya 202357962

Nizar Abdul Rahim 202353174

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Contents
INTRODUCTION ................................................................................................................................. 4
SOURCES OF INNOVATION ................................................................................................................. 4
PROCESS OF INNOVATION.................................................................................................................. 5
STRATEGIES OF INNOVATION ............................................................................................................. 7
INNOVATION NETWORKS ................................................................................................................. 10
CAPTURING THE BENEFITS OF INNOVATION FOR ALL: FRUGAL INNOVATION .................................... 12
CAPTURING THE BUSINESS VALUE OF INNOVATION ......................................................................... 14
CONCLUSION AND RECOMMENDATIONS ......................................................................................... 15

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INTRODUCTION

Innovation is essential for any successful organisation, as it drives growth, improves customer
satisfaction, and keeps it ahead of the competition. It also helps to engage and motivate employees and
can lead to new products and services that better serve customers and increase revenue. Reliance
Industries, founded by Dhirubhai Ambani, is one of India's largest and most successful conglomerates,
with interests in energy, petrochemicals, retail, and more. In 2002, Mukesh Ambani took over as the
head of Reliance and continued his father's legacy of innovation and growth.

In 2016, Reliance disrupted the Indian telecom industry with the launch of Jio, a revolutionary new
network that offered high-speed internet and unlimited data at affordable prices. Jio quickly became a
game-changer in the industry, with millions of customers signing up for the service and enjoying faster,
more reliable connectivity. (Sharma, 2022)

The success of Jio can be attributed to its entirely internet-based services, which offer faster speeds than
traditional 2G and 3G networks, and its focus on customer needs and affordability. Jio's disruptive
impact on the industry compelled other telecom providers to lower their prices and enhance their
offerings to remain competitive. (www.thehindubusinessline.com, 2017)

The purpose of this case study is to examine Jio's approach to innovation and its ramifications for the
telecom industry. By scrutinizing Jio's innovative business strategy, strategic alliances, and investment
in state-of-the-art technology, this case study aims to provide valuable insights into effectively
managing innovation in an industry that is in a constant state of flux.

SOURCES OF INNOVATION

Innovation can come from various sources, and it often involves a combination of different factors.

Some of the sources of innovation include Customer needs, Technological advancements, Market
trends, competition, Internal creativity, Research and development. The sources of innovation can be
resolved into two broad classes- Knowledge push (New knowledge or research suggest some new
opportunities (Bessant and Tidd,2018) and need pull (describes the process of determining client
demands and providing goods or services to satisfy those needs) and accidental innovation.

Jio’s success is complimented by knowledge push and need pull. In the world today on R&D we spend
around $1500 billion every year. (Bessant and Tidd,2018). Jio invested heavily in adopting 4G LTE
technology, which was not commonly used in India at the time of its launch, Jio employed the
knowledge push tactic. Jio also provided free voice calls and inexpensive data plans, which caused a

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disruption in the Indian telecommunications industry and drew millions of users. Jio responded to the
need pull innovation after realizing that Indian consumers were using smartphones and mobile data
more frequently but were disappointed with the expensive costs and subpar services provided by the
country’s current telecom providers. Jio provided cost-effective high-speed data services, satisfying this
need.

Accidental innovation refers to an innovation that occurs unexpectedly as a by-product of another

The concept of disruptive innovation involves the introduction of a new technology or business model
that disrupts the existing market. This innovation is typically driven by a pull strategy, but with the aim
of creating a new market or disrupting an existing one, rather than solely addressing current needs. Jio
has implemented a disruptive strategy by offering high-speed 4G data at a low cost and providing free
services for over a year, which has compelled other telecom giants to compete on an equal playing field.
(Entrepreneur India. 2019)

Jio is an Indian telecoms business that has been well recognized for its disruptive industry innovation
Overall, Jio disruptive innovation has had a significant impact on the telecommunications industry in
India and beyond, changing the way people use and access digital services.

Let us now look at the process of Jio’s Innovation.

PROCESS OF INNOVATION

The launch of Jio involved several key stages, including development and planning, infrastructure
development, testing, soft launch, public launch, and expansion and growth.

Withal, making timely and precise judgements is crucial to innovation because it helps manage risks
because innovation is a series of steps or processes rather than a single event.
According to John Bessant and Joe Tidd, knowledge is central to the process of innovation and Tidd
and Bessant argue that managing uncertainty/challenges is an essential part of the innovation process.
To succeed in innovation, organisations need to embrace uncertainty, build flexibility and adaptability,
create a portfolio of projects, develop foresight capabilities, and collaborate with external partners. In
terms of managing innovation process, it tries to deal with the uncertainty with something closer to

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calculated risk however there is still no commitment to success, but it is an attempt to execute the
options and assign the probability as to chances of a successful outcome (Tidd and Bessant, 2020).

Reliance Jio is the world’s largest startup with Rs 150,000 crore investment from our analysis we
interpreted that JIO adopted The Rothwell 5th Generation Model (Abbas, 2016).

The Rothwell 5th Generation Model of Innovation is a comprehensive framework for understanding
the innovation process in organizations. It highlights the importance of an organised and methodical
approach to innovation, with an emphasis on resource allocation, customer needs, and integration into
the business model. The model describes five generations of innovation, each characterized by different
approaches and factors that influence innovation success. The Rothwell 5th Generation Innovation
Model can be applied to JIO's innovation process to better understand how the company has used
different generations of innovation to disrupt the telecom market in India and create a new business
model (Rothwell, 1994).

JIO started with incremental improvements in the existing telecom infrastructure, created new products
and services, and partnered with other companies to build an ecosystem of services. Finally, JIO
disrupted the telecom market with its unique business model of offering free voice calls and cheap data
plans, which attracted millions of new customers and forced its competitors to lower their prices (India
Today, n.d.), (Newley Purnell, 2018).

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In conclusion, Jio's innovation process involves managing various process and difficulties such as
regulatory changes, competition, financial fluctuations, and technological advancements. Jio adopts a
flexible approach, develops foresight capabilities, works with external partners, and constructs a
portfolio of initiatives to thrive in the face of challenges in innovating JIO (Reliance Jio wins regulatory
boost in India mobile war, 2017).

Jio's rapid rise to become a top telecommunications company in India is owed to a well-defined strategy
that involves implementing diverse strategies throughout the innovation process, making it imperative
to study their strategy in detail for insights into their success.

STRATEGIES OF INNOVATION

According to Patrick Dixon, “Business Strategy is the battleplan for a better future”. Hence a well-
defined business strategy is vital in successfully bringing innovation to fruition and securing a
prosperous future. A strategy can be rationalistic, with a clear plan and vision that is adhered throughout
the process. This approach is often successful for small businesses or during the early stages of a
company's development. However, larger companies must contend with constant changes in the market,
consumer base and demand, making it necessary to adopt an incremental strategy that emphasizes
adaptability and flexibility (Tidd & Bessant, 2018).

Reliance Jio's customer acquisition strategy was underpinned by a well-defined and rational approach
initially. The firm employed a predatory pricing approach to eliminate competitors, which is
corroborated by the evidence presented in Figures 1 and 2, depicting the rise in Jio's market share as the
number of competitors dwindled (Bhatia et al., 2016), (STL Partners, n.d.).

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Moreover, Jio also employed incremental strategies by continually adapting its approach to retain and
attract customers as highlighted in Tables 1 and 2, which showcase Jio's innovative offers, such as the
"Dhan Dhana Dhan" promotion, that facilitated Jio creating a novel market and presenting formidable
competition to rivals (Curwen et al., 2019).

By executing iterative pricing strategies, Jio established itself as a leader in the telecommunications
industry, creating a blue ocean and pioneering first-mover innovation.

However, established businesses cannot rest on their laurels; they must continually cultivate expertise
in manifold areas and demonstrate adaptability to ensure future prosperity. Despite entering the 4G
market as a follower, Jio demonstrated dynamic capability by actively seeking out opportunities and
introducing diverse sub-products to maintain a competitive edge as shown in Table 3. (www.jio.com.
n.d.)

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Jio's success in the telecommunications industry was achieved by exploiting technological trajectories
through the adoption of 4G technology and significant investment in infrastructure, enabling the use of
advanced technologies to offer innovative products and services like JioTV and JioCinema. (Majumdar,
R. 2019). This was done using technologies such as AI, machine learning, and big data. (www.jio.com.
n.d.). To appropriate on the benefits of innovation, Jio employed strategic approaches such as aggressive
pricing, forging strategic partnerships with companies like Facebook and Google to aid globalization
efforts, and introducing new products and services to the market, as detailed in Table 3.

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SWOT ANALYSIS OF JIO’S STRATEGIES ACCORDING TO OUR CASE STUDY

Other tools like “Porter Five Forces Analysis” were also used to analyse Jio’s strategies (Case48, 2018).

To summarize, Reliance Jio's triumph in the telecommunications sector can be attributed to a well-
crafted business strategy, dynamic capability, and significant investment in technology and
infrastructure. The cultivation of such unique firm-specific competencies allowed Jio to maintain its
customer base and outperform its rivals.

Let us now see how Jio established their networks.

INNOVATION NETWORKS

Innovation networks are complex, interconnected groups/systems where organizations and individuals
collaborate to exchange resources, information, and knowledge to accomplish particular tasks for
innovation process (Tidd and Bessant, 2018). These networks can be either formal or informal. And
may involve multiple sectors and knowledge domains. They offer benefits like collective learning,
Collective efficiency, faster innovation, risk reduction, etc.

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Two types of innovation are open and closed. As described by (Chesbrough, 2003, p. 23), “In the closed
innovation model, a company generates and develops all its ideas, relying on its internal resources and
capabilities for its innovation activities”.
Open innovation refers to the strategy of companies and institutions to seek out and incorporate ideas
from both internal and external sources, according to (Chesbrough, 2003, p. 23) "The open innovation
paradigm is based on the idea that firms can and should use external ideas as well as internal ideas, and
internal and external paths to market, as the firms look to advance their technology”.

However, according to (Tidd and Bessant, 2018), forming innovation networks can be challenging due
to barriers such as resistance to change, different objectives, different values, failure to recognize
opportunities, inadequate collaboration, etc. Effective management is critical in overcoming these
barriers and ensuring success.

Jio has implemented organizational structures that allow them to leverage both open and closed
innovation networks to stay ahead in the Indian telecommunications market, Following are some of the
innovation networks used by Jio.

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TYPES OF OPEN INNOVATION MODELS USED BY JIO

Jio benefited from using diverse types of open innovations, inside-out innovation by licensing its 4G
LTE technology to other telecom operators, such as Airtel and Vodafone, generating revenue from
external sources. They use outside-in innovation by partnering with Facebook to launch JioMart, an
online grocery delivery service that leverages WhatsApp. Additionally, Jio employs coupled innovation
by launching open innovation challenges to encourage collaboration between internal and external
experts, creating new products and services that meet customer needs.

CLOSE INNOVATION INNITIATIVES

These are the initiatives used by Jio to use the firm's internal competencies to generate value.
 Employee Resource Groups (ERGs)
 Internal Innovation Lab
 JioGenNext Innovation Centre

In summary, Jio utilized innovation networks to expedite the development and deployment of its 4G
LTE network in India, leveraging both internal and external expertise in network equipment and
optimization. This strategic approach allowed Jio to allocate resources to other critical areas and launch
its services as scheduled in September 2016, granting the company a notable competitive advantage
over its rivals. Without the collaborative efforts enabled by these networks, Jio's 4G Network wouldn't
be as efficient and the rollout would have been delayed, jeopardizing its competitive position in the
market.
Let's explore how we all have gained from this innovation that has caused significant disruptions in the
industry.

CAPTURING THE BENEFITS OF INNOVATION FOR ALL: FRUGAL INNOVATION

Frugal innovation or Economical Engineering involves simplifying product design and production to
reduce costs, making them affordable for less affluent consumers. Emerging markets are the primary
source of frugal ideas, catering to distinctive demands and requirements. (Hindocha et al., 2021)

Reliance Jio, a disruptive company in India, revolutionized the telecom industry with its affordable and
innovative services. The success of Jio can be attributed to its innovative cost-cutting, allowing it to
offer high-quality services at a fraction of the cost of traditional telecom companies. explains that Jio's
strategy of frugal innovation has enabled it to gain a competitive advantage in the market, by meeting
the needs of consumers who previously could not afford such services. (Pallapu, 2020)

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Following are some instances of cost-effective innovation by Jio:

1. Affordable pricing: - By providing cost-effective 4G data plans, Reliance Jio revolutionized the
Indian telecommunications sector, expanding access to high-speed internet for a wider
population.

2. Digital Inclusion: - Jio's affordable smartphones, data plans, and digital services like JioTV,
JioSaavn, and JioCinema have created a powerful ecosystem that promotes digital inclusion
and attracts millions of users.

3. Network infrastructure: - Jio's advanced infrastructure, which includes fiber optics,

4. Innovative business models: - Jio's innovative business models have disrupted the Indian
telecom industry, offering affordable prepaid and postpaid plans, free calls, and a focus on voice
calling in a country where it is still popular. (Govindarajan, Srivastava and Venkatesh, 2021)

1. Jio's frugally designed Jio Phone offers affordable 4G data plans, digital services, and an SOS
feature, making it accessible to low-income consumers in India and bridging the digital divide.

Difference between Frugal Innovation and Reverse Innovation:

Reverse Innovation:

Reverse innovation is when an innovation is created to meet the needs of developing countries and is
later adapted as a low-cost product for Western consumers. (Porumboiu, n.d.)

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Jio's success in the telecom industry is due to its frugal innovation approach, which emphasizes
affordability, accessibility, and sustainability. Jio's launch surprised everyone and quickly captured a
large market share, impacting the stock prices of competitors such as Bharti Airtel and Idea Cellular.
Despite this, Jio has continued to grow and currently serves over 400 million consumers in India. By
focusing on providing quality services at affordable prices and leveraging technology to optimize costs,
Jio has become one of the world's fastest-growing cellular companies. This success story demonstrates
the power of frugal innovation and its ability to disrupt even established industries.

Let us now examine the gains that Jio has derived from this innovative disruption.

CAPTURING THE BUSINESS VALUE OF INNOVATION

Capturing the business value of innovation involves translating knowledge and benefits into tangible
outcomes like revenue growth, cost savings, market share, customer satisfaction, and brand reputation.
By measuring innovation's impact, companies can prioritize their efforts and make informed decisions
about investing in new ideas, technologies, or practices.

The objective of this part of our report is to examine how Jio effectively managed innovation through
its knowledge and technology, as well as to analyse critical factors such as patents that enabled Jio to
become a major player in the telecom industry by delivering value to its customers through its products
and services.

Jio’s market share in data is over 50%, and its 4G network covers over 99% of India’s population. Jio
also expanded into e-commerce, digital payments, and entertainment, becoming a one- stop shop for
digtal needs and a dominant player in India’s digital economy.

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Jio’s focus on R and D reflects in filing patents and the number of patents filed and granted by Reliance
Jio is constantly surging over the years as we can see in the above table, with a significant jump in the
number of patents granted from 2019 onwards. It also indicates Reliance Jio's commitment to research
and development and their focus on innovation that makes most of their patent alive (GreyB, 2022).

JioMart, for example, has partnered with Meta to allow people in India to seamlessly browse its entire
grocery catalogue. The launch is part of Meta and Jio Platforms' strategic partnership to help the country
to grow economically by providing digital service (Meta, 2022).

Jio not only uses patent filing or strategic partnership as their strategy but also AARRR and various
methods to capture the market and provide value to its customers. Jio is not only focusing on smartphone
users but also on industries that rely on digital technology to connect customers, merchants, and end
consumers, thereby narrowing the gap between them (Shastri, 2023).

CONCLUSION AND RECOMMENDATIONS

Reliance Jio's success in the Indian telecommunications market is attributed to its well-defined and
dynamic business strategy, which prioritizes innovation. The company invested in research and
development, testing, building infrastructure, and launching new products and services, expanding
across India. Jio's flexible approach, foresight capabilities, partnerships, and portfolio of initiatives
allowed them to navigate challenges and uncertainties, including regulatory changes, competition,
financial fluctuations, and technological advancements.

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Jio's innovation strategy focused on exploiting technological trends such as the adoption of 4G
technology and investment in advanced technologies like AI, machine learning, and big data. The
company used aggressive pricing, partnerships, and new products to capitalize on innovation. Jio's
customer acquisition plan included predatory pricing and promotions like "Dhan Dhana Dhan" to
eliminate competition and retain and attract customers.

However, Jio needs to continue to innovate and adapt to maintain its position as a market leader in the
face of increasing competition. Although Jio's innovative strategies have enabled it to capture a
significant market share, it is now imperative that the company transitions from a sole focus on market
domination to a more comprehensive approach that prioritizes continual service improvement. This
shift should consider recent network issues related to 4G technology and a less-than-optimal level of
customer service. (Arora and News, 2021). Jio must invest more in network infrastructure and customer
service to ensure that the quality of services provided to customers is consistently high. To keep
identifying new offerings that will cater to evolving customer needs and preferences, Jio should
prioritize product innovation and differentiation from its competitors.

Jio's success in the Indian telecommunications market was due to its innovative pricing strategy, but the
market is constantly evolving, and it's essential for Jio to continuously innovate to maintain its position
as a market leader. Additionally, adapting to changing market conditions and customer needs is critical
for sustained success for any business.

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INTRODUCTION

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CAPTURING THE BENEFITS OF INNOVATION FOR ALL: FRUGAL INNOVATION

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CAPTURING THE BUSINESS VALUE OF INNOVATION

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JioMart in India. [online] Meta. Available at: https://about.fb.com/news/2022/08/shop-on-
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3. Shastri, A. (n.d.). Marketing Strategy of Reliance Jio - A Case Study | IIDE. [online] Available
at: https://iide.co/case-studies/reliance-jio-marketing-strategy/.

CONCLUSION:

1. Arora, D. and News, I.T. (2021). Reliance Jio users facing issues across India: Here’s what
has happened. [online] www.indiatvnews.com. Available at:
https://www.indiatvnews.com/technology/news-reliance-jio-users-facing-issues-across-india-
738821 [Accessed 20 Mar. 2023].

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