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You may disagree, but the fact is that by giving away dirt cheap offers they can easily surpass Airtel (number of subscribers) by the next year & as far as ARPU is concerned they are already well off (reporting profits) so there is no need to concentrate on improving it, at least at the moment - when they are looking for more subscribers. This can be addressed as "Killing the competition" but just think what was happening before the entry of Jio - all telecom operators were simply LOOTING. Now Jio has emerged as a "Robin Hood" and may be killing the competition, but who is benefited - We the users (remember 80%of Indian population is still poor). This is the reason why they are after masses and not merely after the bunch of high ARPU customers. I would like to say that when the things are beyond our control & we can't do anything about the present situation it is better to enjoy the cheap data till the "Looting Era" revives again if ever (although not expected).