AN INTERACTIVE SERVICE SYSTEM01—15 / INDIA, 2026
AIRTEL × JIO
The promise
travels.
Does the
experience?
Premium positioning. Ecosystem scale.
Two strategies meet the same test: what reaches the customer.
AirtelPremium valueJioEcosystem scale
Positioning creates an expectation. Follow the service system to see where that expectation must be delivered.
Explore the 7Ps1 / 4
STRATEGY → DELIVERY → PERCEPTION → RECOVERYFramework illustration · select a stage to explore
THE MONETISATION GAP
A premium is earned
in the experience.
Mobile ARPU · ₹ / user / month · Q1 FY27
Airtel₹264↔Jio₹215.6
22.45% higher Airtel ARPU relative to Jio. This measures monetisation; an experience advantage must be tested.
FOLLOW THE SERVICE SYSTEM
THE ANALYTICAL WORKSPACEThe evidence.
The evidence.
In your hands.
Investigate 946 supplied customer records. Change the question, narrow the segment and see what the result can—and cannot—tell you.
Open StudioTHE SUPPLIED SAMPLE
946recordsAirtel 433Jio 513
Question-specific eligibility applies.GROUP 6 · MBA 3RD SEMESTER, SECTION D
Gurucharan S · Alock Kumar Barik · Pooja Soni · Sanjay S · Madhusree KAlliance School of Business, Alliance UniversityUnder the guidance of Dr. Kavitha R Gowda · 4 September 2026