Mukesh Ambani is back with a bang to disrupt the telecom business. This time round, all voice calls from the Jio network are free within India; roaming too has become history. While the incumbents have introduced plans with free voice, Reliance Jio has lowered the floor to R499 compared to Airtel\u2019s R1,199. While free voice calling is expected to lead to an upsurge in demand for Jio connections, this could hit incumbents. Though Airtel and Vodafone have launched free voice plans, but the fact is that even now voice accounts for 70% of operator revenues. If that dries up, without a commensurate increase in data revenues, the incumbents are going to be in trouble. It will finally depend on how operators are able to package their plans. But, for now the battle for the Indian mobile consumer has begun all over again in real earnest.