With Reliance Jio already doing a soft launch for its 90,000 employees, 2016 will see the battle for acquiring India’s 4G data consumer. While these are early days, the next couple of years could see the 4G subscriber base rising sharply. Thanks to the delay in the formal launch of commercial services by Jio, the big three incumbents—Bharti Airtel, Vodafone and Idea Cellular—have a headstart in 4G. As these services proliferate, a greater chunk of operator revenues would come from data. However, with Jio expected to offer competitive data packs, it is unlikely that these incumbents will see ARPUs rise due to increased data usage.