The prebookings for most awaited 4G feature phone of India was suspended by Reliance Jio just within 24 hours of start. Earlier in the morning on 24th August, Jio sent messages to all those who had registered interest that the prebookings will start at 17:30 hrs on Thursday, the 24th of August 2017. However, due to huge visitor influx to the Jio servers, the official website and Jio app was crashed. Overnight, the server functioning resumed. On 25th August, many were able to book for JioPhones successfully.
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| Notice saying pre-bookings will be resumed later |
While investigating possible reasons for suspending pre-bookings, we got following feedback from various Jio retailers and few of its hard core fans.
1) Most are of the opinion that Jio suspended pre-bookings so that it could deliver all the pre-booked JioPhones without fail, i.e. Jio does not want to take orders more than it can deliver. It is one of the ethics of the company to stand on the promise it has made. One must admire the strategy of collecting only one third of the amount during pre-booking. Because, this will provide some liquidity to begin with, at the same time people will not be worried like in the case of Noida's Ringing Bell case.
2) Few others are of the opinion that Jio wants to correct its image, but upgrading its servers so that the issue of server crash does not repeat. It is believed that Jio has taken the dent seriously and as a matter of prestige.
3) In our view, we see it as a marketing strategy to keep the enthusiasm and curiosity of the people in pace. By this method, Jio is making people to stand on toes to get the prebookings.
4) Nobody expected Jio to close the prebooking so soon. There is a downside to this strategy. When Jio resumes pre-bookings some time later, even more people will rush to the website, putting much larger load on the server. Hope Jio will be ready to tackle this problem next time.
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