Why JioMeet copied Zoom? Mukesh Ambani’s strategies behind this bold move.

Telecom spearhead, Reliance Jio, upon launching its first video conferencing App was grappled with a heated wave of criticism and controversies on the very fact that JioMeet has copied Zoom. To get into light afresh perspective behind the marketing motive involved, we would love to share some unseen insights and analysis just to dive deeper with viable facts.

Telecom spearhead, Reliance Jio, upon launching its first video conferencing App was grappled with a heated wave of criticism and controversies on the very fact that JioMeet has copied Zoom. This ironical criticism happens just after a few weeks when we all were startled by the news that Reliance Industries Limited turned net debt-free and the entire world was praising Mukesh Ambani’s fundraising acumen for Jio Platforms.

With more than US $15 billion in its pocket, do you think that Reliance’s thoughts and actions of replicating Zoom were mere steps to reduce some development or research cost? Certainly not, this contemplated move is pointing the direction of fortune without blemishing the reputation even by an inch.

To get into light afresh perspective behind the marketing motive involved, we would love to share some unseen insights and analysis just to dive deeper with viable facts.

BIGGEST MARKETING CAMPAIGN WITH ZERO INVESTMENT

Human Psychology served the trigger

Going viral through controversy is the best way to tap the minds of people and augment huge outreach. The entire action plan already accounted for the fact that release will be welcomed by controversies and concerns, that is what exactly happened. People and Social Media became the catalyst and it took JioMeet less than a day to reach every stratum of users. By getting hold of this powerful psychology trigger, Reliance paved the way for the most cost-effective and result-driven marketing campaign of the decade.

No Landing Page yet Million Downloads

Where digital marketing strategists are consulting brands to have landing pages to attract the customer base at the top of the marketing funnel, Reliance didn’t find it that relevant. It’s startling to state that even after a week of the launch, JioMeet’s landing page was incomplete with no Call to Action button.

Their marketing plan revolved around the temporary negative competitive edge that magnetised the target audience to read and know more about it. People’s love for participation in controversial stories propelled them to download the app and share the JioMeet and Zoom’s identical interfaces concatenated in one screen. Without investing a penny just an aired controversy became a great growth hack for app downloads!

GAME IS TO TAP THE USERS’ MINDSET

Zero Learning Curve & Familiar Interface

The remote work culture, posed by pandemic, gave the shoots of growth to Zoom, owing to its attributes of user-friendly interface and high-end features. Reliance people thought of embedding the same interface and similar features in JioMeet to facilitate the shift of users without disturbing the etched lines in their brain. When the controversies will settle, JioMeet will emerge as one of the biggest competitors in the teleconferencing world.

FREE will settle the dust in the air

Unlike Zoom, that has a 40-minutes limit on a free account, JioMeet offers free meetings up to 24 hours with up to 100 participants. JioMeet marketing team knew that it doesn’t matter to any user what they are using if all they are getting is the value-oriented service, quality user experience and optimum performance at the end of the day. Hadn’t it been the truth then Facebook and Flipkart wouldn’t have been that successful?

Who knows that the strategy of JioMeet is written to add one more historical case in Reliance’s tried and tested playbook: Launch a free service, corner the market, raise the addiction, introduce the charges.

HIT THE HAMMER WHEN IRON IS HOT

Perfect timing to tap the opportunity

After three months of the pandemic, people are accustomed to virtual work and remote workspace. Launching JioMeet now and not before was a great move as the world sets to unlock, the economic and commercial activities of various Indian SMEs and micro businesses will be handled through digital means and free service like this with pro features of other apps will make JioMeet popular in no time.

Vocal for Local

The countries all around the globe is doing every effort to promote their economy and India is marching ahead with Aatma Nirbhar Bharat initiative. A free teleconferencing app like JioMeet will certainly replace all the existing foreign alternatives and will pace it in the hands of millions of Indians. Reliance is all set to leverage this opportune moment and create a new benchmark in this field with this strategic move.

Conclusion

As the saying goes, a company’s profitable situation is well acknowledged when it could make maximum profit with minimal effort and cohesive approach – JioMeet is the perfect example to it. These were some of the unnoticeable insights and analysis that we thought of sharing with you to give you an overview of marketing vision along with a sneak peek into marketing techniques and market dynamics.

This is what we embrace at Global Lancers. We love to delve deep into the business case to gain an understanding and overview of business’ perspectives, avenues and challenges. By architecting solutions that complement and align with the vision, we envision to impart resilience to businesses with digital transformation. At our core, we believe that it is the blend of data-driven actionable insights, execution and management that makes all the difference and we are here to help the businesses with all three.