Mukesh Ambani asks executives to reinvent Reliance Industries from a B2B to a C2C organisation

NEW DELHI: Ahead of Reliance Industries' much talked telecom launch, its Chairman Mukesh Ambani has asked company executives to reinvent as the group seeks to transform from a B2B organisation to a C2C one.

Ambani prescribed four 'C to C' to help evolve RIL into a C2C. They are Confusion to Clarity, Concern to Confidence, Capability to Competence, Criticism to Celebration.

Reliance Jio, the telecom arm of RIL, is to start offering mobile telephone and wireless data services from December that Ambani says will change the way people think, work or even dream.

Ambani at a meeting of company's Executive Committee (EC), the top decision making body, stated that RIL was traditionally a B2B (business-to-business) company with dominance in oil and gas and petrochemical business that did not have any big direct interface with people.

This was later augmented with foray into the telecommunications (under a united Reliance Group) and the retail space, giving it initial experiences with retail customers that started its journey from a B2B enterprise to a B2C (business-to-customer) conglomerate.

Sources said Ambani told EC that the experience of retail and Infocomm gave insights into servicing customers at the bottom of the pyramid.

But now, RIL has to do transition from a B2C company into a C2C company.

Jio, he said, is not just about communication -- it is about empowering millions of Indians by creating markets, jobs, talent pools, skill development, product and services opportunities for those who were until now constricted by limitations of meagre bandwidth and poor coverage.

Ambani's re-entry into the telecom business nearly a decade after Dhirubhai Ambani's Reliance empire was split and the communication business went to younger sibling Anil, will include offering voice and high-speed data services such as viewing HD television.

Sources said Ambani's prescription for Confusion to Clarity was every leader having clarity about the strategic intent, communicating it, squashing rumours at first instance and walk the talk.

Concern to Confidence involves watchful delegation of authority and training teams while Capability to Competence calls for unleashing and channelising talent and exploiting services fullest.

It also calls for having plan that synchronises resources by creating an overall blueprint by mapping every resource, asset, tool and service and define interfaces between them.

Criticism to Celebration revolves around the concept that humans cherish praise and commendations and hate censure and criticism.

Ambani said it was for every leader to internalize the strategic intent of the four C2C's and convert them into their personal style of leadership.