They say if you don’t disrupt yourself, somebody else will disrupt you. Ask the Indian telecom industry. The incumbent companies had been relying heavily on their 2G and 3G networks, till Jio’s 4G sledgehammer bludgeoned the smaller players, leaving just three — Airtel, Jio, and Vodafone-Idea. Now, with a new postpaid plan starting at INR199 per month,
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their customers for the price they are paying,” says William Hahn, principal research analyst at Gartner US. The older telecom operators need to understand that the goalposts will keep shifting. Getting into a price war with a competitor with better cost structure will be futile. They had better focus on something that incumbents often lose sight of: the customer.