Diffusion of technological innovations in rural areas

With the increased understanding that it is possible for organisations to simultaneously benefit while alleviating poverty, some organisations, especially those in agri-business and information technology have opened telecenters in rural areas. A telecenter offers computer and Internet services to the rural community allowing farmers to increase their income through improved productivity and marketing. Despite the potential of this technology to transform rural areas, research suggests that, other than a few examples, many telecenters have failed to reach their potential. In this paper we use Rogers' Diffusion and Adoption of Innovations framework to explain the slow growth and adoption of rural telecenters in the developing world. We illustrate the ideas with the case study of eChoupals, one of the largest networks of telecenters that have been successful in creating an impact in the rural community. Reprinted by permission of Greenleaf Publishing