Jio witnesses highest user engagement of up to 30% among all telcos

Reliance Jio apps witnessed the highest subscriber utilisation (number of subscribers using the app) of up to 30 per cent among telecom service providers, says a recent study. For other telcos, the utilisation level was 10-20 per cent.

While part of the high engagement is due to Jio’s presence across smartphones and app-enabled feature phones, analysts said this did not mean that Jio would be able convert that into higher average revenue per user (Arpu).

In a recent report, UBS Evidence Lab said: "While Jio is slightly ahead of incumbents on app engagement, overall engagement levels are low and will limit (all) telcos' ability to charge for these apps separately. Global examples of telcos being able to charge separately for content are limited." The report noted that customer engagement on apps of telecom operators is below 25 per cent.