Description

Authors: M.S. Kiran, Jerry Watkins, and Jo Tacchi

Abstract
In this paper we explore an information and communication technology (ICT) initiative in the state of Orissa, India that provides asynchronous Internet access to otherwise unconnected rural communities. It uses technologies in innovative ways, combining computers, Wi-Fi and local buses, to provide low-cost services that are designed to improve access to information and products that are unavailable locally. Its entrepreneurial approach in bringing emerging ICT to a potentially viable rural reflects to some extent the Bottom of the Pyramid (BOP) model of economic development, by generating low margins from a wide potential customer base.
We argue that one of the most important aspects of this initiative is how it promotes engagement with its services and products through human “infomediaries”. This network of travelling sales staff is supported by technicians, telephone sales agents, and village-based franchises. These infomediaries provide a human interface for customers, which is helpful in establishing trust and overcoming some of the barriers to ICT use – such as mobility, literacy, caste and gender. This supports previous research by the authors which clearly indicates the contribution of human infomediaries to the sustainability of ICT initiatives for development.

Citation: M.S. Kiran, Jerry Watkins and Jo Tacchi (2009), “The Role of Mobile Infomediaries: A BOP approach”, eINDIA International Conference, Hyderabad, India, August 25-27