Increasing Technology Adoption in Developing Regions through Trust Routes

A significant percentage of human population in developing regions lies towards the Bottom of the Pyramid. Many of these cannot afford their own IT infrastructure or be able to use it directly due to low literacy levels. This results in lack of use and awareness of technology in various segments leading to several inefficiencies. Increasing technology awareness and adoption is therefore a prime requirement for enabling the benefits of ICT for this population segment.

In this paper, we introduce the notion of Trust Routes that can be used as a catalyst for increasing technology adoption. We discuss the role Trust Routes play and how they can be used to penetrate the mind sets of the target end users with trust and confidence. We report some of our experiences from field work in India.

By: Ketki Dhanesha, Arun Kumar, Darshini Shah and Pallavi Naik

Published in: RI09005 in 2009

LIMITED DISTRIBUTION NOTICE:

This Research Report is available. This report has been submitted for publication outside of IBM and will probably be copyrighted if accepted for publication. It has been issued as a Research Report for early dissemination of its contents. In view of the transfer of copyright to the outside publisher, its distribution outside of IBM prior to publication should be limited to peer communications and specific requests. After outside publication, requests should be filled only by reprints or legally obtained copies of the article (e.g., payment of royalties). I have read and understand this notice and am a member of the scientific community outside or inside of IBM seeking a single copy only.

TR-ResearchReportRI09005.PDF

Questions about this service can be mailed to reports@us.ibm.com .