KOLKATA: Reliance Jio Infocomm will not unleash disruptive 4G pricing to take on incumbent carriers, Bharti Airtel Vodafone and Idea Cellular , but will try to distinguish its high-speed broadband services in `quality terms’, once it launches commercially, analysts said.“Contrary to market expectations, Jio aims to differentiate on the basis of quality of service rather than engaging in an aggressive price war with market leaders,” brokerage UBS said in a note to clients seen by ET.Jio’s emphasis on quality comes after it lost out on the first-mover advantage to its biggest rival, Bharti Airtel , which has pre-empted it by strategically maximising data spectrum holdings and becoming a pan-India 4G player even before the Mukesh Ambani-led newcomer has launched fast mobile broadband services commercially.“Bharti has been tactical in acquiring the largest amount of incremental spectrum since 2014, which has helped it pre-empt Jio by launching 4G on a pan-India basis and increase the competitive gap with incumbent peers -- Vodafone and Idea -- which remain spectrum constrained in their key markets,” Deutsche Bank said in a note.Earlier this month, ET had reported that Jio would not fight competitors on the price front, but on quality of service. Jio’s offerings would include instant messaging, live TV, movies-on-demand, news, streaming music and a digital payments platform. It is positioning itself as a digital content company to make it distinct from other mobile phone operators in an intensely competitive market. Content streaming packages will be the key element of this strategy.Brokerage UBS has predicted a “Jio soft launch by late-April, but expects a nationwide commercial launch only by end-December based on “channel checks conducted in Delhi and Mumbai”.But the company’s launch delay “has helped market leaders to not only expand their 4G services but also extensively promote their 4G offerings”, UBS said.Deutsche Bank said that Bharti Airtel after its recent 4G airwave acquisitions from Videocon and Aircel, has a spectrum portfolio comparable to Jio’s, and is accordingly, better prepared than Vodafone or Idea for the new comer’s entry, given its significant scale, robust cash flows, strong profitability and a defensible competitive position.Incumbent carriers have been bracing up over the past six months to counter a possible pricing onslaught by Jio over premium data customers since free or cheap voice services are a given on both sides, considering the low rates being offered in the market.Analysts at UBS expect the telecom unit of Reliance Industries to initially roll out a bundled 4G offering on a limited basis along with its Lyf branded devices, and follow it up “with a nationwide rollout with 4G SIM sales on standalone basis only in the 2H16”.“Channel checks in Delhi and Mumbai suggest that though Jio SIMs have been shipped to retail outlets, they are not yet available for sale,” said UBS.Last month, BankAm Merrill Lynch and IIFL Institutional Equities had also said that Reliance Jio’s commercial launch of 4G services might get pushed to December, in which case it would face difficulties in poaching high-end consumers from Bharti Airtel, Vodafone India and Idea Cellular, which have all launched 4G services.