Kiosk Success Factors

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Transcript of Kiosk Success Factors

  • Critical Success Factors for Rural ICT Projects in India:

    A study of n-Logue kiosk projects at Pabal and

    Baramati

    Project

    Submitted in partial fulfillment of the requirements for the degree of

    Master of Management

    By

    Vivek Dhawan, Roll No. 02927815

    Under the guidance of

    Dr. Bishnu Pradhan

    Media Labs Asia (Maharashtra Hub)

    KReSIT, IIT Bombay

    Shailesh J. Mehta School of Management

    Indian Institute Of Technology, Bombay

    June 2004

  • II

  • Acknowledgement

    I take this opportunity to express my sincere gratitude towards Dr. Bishnu

    Pradhan, Media Labs Asia, IIT Bombay, who consented to guide me and provided

    invaluable support, which resulted in the successful completion of this project.

    I feel greatly indebted to Mr. Anil Bahuman, Project Manager, IIT Bombay Pabal

    Project for his excellent inputs on the subject of Information Kiosks and rural ICT

    projects in India. I feel extremely grateful to him for the cooperation extended to

    me during the entire course of this project.

    I am thankful to Shantanu Inamdar and Rahul Swami, field engineers, IIT

    Bombay Pabal Project for their insightful inputs and assistance in carrying out the

    field study at various sites in the Pabal and Baramati region.

    I am thankful to all the kiosk operators for cooperation in carrying out the field

    survey. I am also thankful to the experts at KVK, Baramati and farmers for

    providing information on agricultural activities.

    I am also grateful to the following gentlemen, who took time out of their busy

    schedules to provide inputs from their own experiences: P.G. Ponnappa, CEO- n-

    Logue Communications Pvt Ltd, Mr. Yogesh Kulkarni, Director- Vigyan Ashram

    and Mr. Rajneesh Bhandari, Ex-CEO- Aksh Broadband. I am extremely grateful to

    Prof Krithi Ramamritham, Head- KReSIT, IIT Bombay for introducing me to these

    gentlemen and providing feedback on the project.

    Lastly I would like to thank researchers and staff at Media Labs Asia for their

    cooperation and feedback on the project.

    Vivek Dhawan

    Shailesh J. Mehta School of Management

    IIT Bombay

    III

  • Abstract

    In the past few years, the power of Internet as a communication medium has

    captured the imagination of developmental organizations around the world. A

    number of projects have been undertaken in various parts of the world

    attempting to provide sustainable digital access to rural communities. India

    boasts a maximum number of such projects. There is an urgent need to study

    these projects for critical factors for sustainability, scalability and impact of these

    projects.

    This particular study entails the study of rural internet project of n-Logue

    Communications Pvt Ltd at its sites in the Pune District of Maharashtra. The

    study focuses on the business model of n-Logue, which involves a Local Service

    Partner at the region-level and an entrepreneur at the village level to run an

    information kiosk. The infrastructure and nature of services provided at the

    kiosks, usage charges, user profiles etc have been studied. It was found that the

    major revenue generating services are: Computer education, Kundli,

    Photography and Internet, in that order. Also a number of factors affect the kiosk

    business: kiosk operator profile and personality, location of the kiosk,

    demographic factors, services etc.

    As part of the project, an evaluation of usage and impact of agricultural

    consultancy through aAQUA was made. aAQUA ('a'lmost 'A'll 'QU'estions

    'A'nswered) is an online expert Question & Answer based community forum,

    developed by Media Labs Asia, KReSIT, IIT Bombay, for delivering information to

    the grass roots of the Indian Community. It is an online, multilingual,

    multimedia, archived discussion forum accessible using a web browser, allowing

    members to create, view and manage content in their mother tongue (Hindi,

    Marathi etc). aAQUA has cyber extended the reach of experts at KVK, Baramati

    and has demonstrated great potential for local content creation. However aAQUA

    suffers from the following limitations: slow rate of content creation and absence

    of commercial benefit for the kiosk operator in the present model. Scaling up of

    aAQUA would require linking up with a greater number of experts and a

    commercial model at the kiosk level.

    IV

  • TABLE OF CONTENTS

    ACKNOWLEDGEMENT................................................................................III ABSTRACT....................................................................................................... IV LIST OF FIGURES .............................................................................................3 LIST OF TABLES ...............................................................................................3 LIST OF ABBREVIATIONS .............................................................................3 1. INTRODUCTION ...........................................................................................4

    1.1 ICTS FOR DEVELOPMENT................................................................................................... 4 1.2 BACKGROUND OF THE PROJECT......................................................................................... 5

    1.2.1 About Vigyan Ashram ............................................................................................... 5 1.2.2 About VIIT................................................................................................................. 6 1.2.3 About Media Labs Asia (MLAsia), KReSIT, IIT Bombay ......................................... 7 1.2.4 About Krishi Vigyan Kendra (KVK), Baramati ........................................................ 8

    1.3 PROJECT OBJECTIVES ........................................................................................................ 8 1.4 PROJECT SCOPE ................................................................................................................. 8 1.5 METHODOLOGY................................................................................................................. 9

    2. REVIEW OF SECONDARY RESEARCH ................................................11 2.1 THE CONCEPT OF DIGITAL DIVIDE ............................................................................... 11 2.2 BRIDGING THE DIGITAL DIVIDE ...................................................................................... 11 2.3 RURAL INFORMATION NEEDS.......................................................................................... 13 2.4 ICTS FOR RURAL DEVELOPMENT- CASES FROM INDIA.................................................... 14

    2.4.1 Gyandoot, Dhar, M.P.............................................................................................. 15 2.4.2 Gramdoot, Aksh Optifiber, Rajasthan..................................................................... 16 2.4.3 Drishtee ................................................................................................................... 16 2.4.4 n-Logue, Chennai.................................................................................................... 17 2.4.5 Akshaya, Kerala ...................................................................................................... 17 2.4.6 Bhoomi Project, Karnataka .................................................................................... 18

    2.5 CRITICAL SUCCESS FACTORS .......................................................................................... 19

    3. THE N-LOGUE MODEL .............................................................................21 3.1 INTRODUCTION: N-LOGUE COMMUNICATIONS PVT LTD.................................................. 21 3.2 CORDECT- THE TECHNOLOGY....................................................................................... 21

    3.2.1 The DECT Interface Unit (DIU) ............................................................................. 22 3.2.2 Wall Set with Internet Port (WS-IP) ....................................................................... 22 3.2.3 The iKON Remote Access Switch (RAS) ................................................................. 22 3.2.4 Network Management ............................................................................................. 22 3.2.5 The Compact Base Station (CBS) ........................................................................... 23 3.2.6 The Relay Base Station (RBS)................................................................................. 23 3.2.7 The Base Station Distributor (BSD)........................................................................ 24

    1

  • 3.3 N-LOGUE BUSINESS MODEL............................................................................................ 24 3.4 THE COST STRUCTURE .................................................................................................... 27 3.5 THE REVENUE MODEL .................................................................................................... 27 3.6 N-LOGUE PROJECT SITES................................................................................................. 29

    4. THE PABAL/ BARAMATI PROJECTS: OBSERVATIONS AND ANALYSIS .........................................................................................................30

    4.1 BUSINESS PERFORMANCE................................................................................................ 30 4.2