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Jio launches brand engagement platform JioInteract

Reliance Jio has launched a its brand engagement platform called JioInteract, which it says is powered by artificial intelligence. As of now, the platform only has its Live Video Call feature, that involves promotion by celebrities. Jio says that services such as video call centres, video catalogue, and virtual showrooms will also be introduced in the coming weeks.

The JioInteract platform is positioned as VCBaaS (Video Call Bot as a Service), for advertising especially for the B2C space. Jio says it is also using the platform to tap the developer ecosystem to create innovative applications like virtual showrooms, product demonstrations, ordering cart for e-commerce, etc.

The Live Video Call allows users to interact with a celebrity and ask questions in Hindi or English. The app uses AI to listen to their questions and respond in the most appropriate way. An auto-learning feature helps improve the answering accuracy. Currently, Amitabh Bachchan is featured on the app as he promotes an upcoming movie. It also has an option to book tickets online.

While the complete and loaded version of the feature is not available yet, its focus on interaction makes it likely to be celebrity-driven and to be used for brand and movie promotions. The JioInteract feature will be available within the MyJio app for the telco’s (claimed) over 186 million subscribers and another 150 million smartphone users, making it an engagement point for a large audience.


For Q4FY18, Jio reported a net profit of Rs 510 crore while its operating revenue for the period stood at Rs 7,128 crore. EBITDA for the quarter was Rs 2,694 crore. In the previous quarter, the company had posted a slightly lower profit of Rs 504 crores, with an operating revenue of Rs 6,879 crore and EBITA of Rs 2,628 crore. While the company reported a 16% growth in consumer base over the quarter, it is unclear how many are active.

With a price war in the industry and reducing bundle prices, Jio reported a drop in ARPU by 11% to Rs 137 per month. Data consumption was 9.7 GB per month per user, only about a 100 MB higher per user compared to the last quarter. Notably, video consumption was 13.8 hours per month per user, up almost 3% Q-o-Q .

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