Marketing the Digital Divide: Case Studies of Two Telecenters in Thailand

by Herzog, Elizabeth R

This study describes and evaluates the marketing strategies employed by two telecenters in rural Thailand. Telecenters are facilities that provide information and communication technology services to under-served populations in an effort to close the “digital divide”. Interviews with key players involved in the management of the telecenters were

conducted in order to determine the marketing practices in use. Questionnaire surveys of telecenter users and nonusers determined the effect of the marketing efforts on the community. The interviews clarified the challenges that the telecenters face. The survey results indicate that word-of-mouth advertising is the most successful marketing approach in use.