Jio Beta! Is RIL hiding a secret sauce?

Reliance Jio is creating a flutter in India's telecom market. Mukesh Ambani seems to be using a late mover advantage by going in for aggressive pricing because he has not spent much on buying spectrum, in contrast to big incumbents such as Bharti Airtel, Vodafone and idea. This gives his Reliance Industries Ltd more elbow room in terms of flexibility.
At the same time RIL is targeting 100 mln customers in a short span of time. He can hope to play the volume game. But where will the profit come from?
My guess would be that it would come from data science.
By being flexible on handsets, adding content and using smart software to figure out profit opportunities, a retail-savvy game can be played.
Here is how.
By combining Lyf-branded house phones, partnerships with low end brands like Intex and content providers, RIL can get high volume semi-rural consumers.
Reliance Retail can be the e-commerce play using supply chain management efficiently.
There is also room to create, procure and manage in-house content. Remember, Ambani controls Network 18 and Viacom 18 is famous for Nagin serials!