To download this short case study (No. SCMKTG035) click on the link below, and select from the list:
The case discusses the marketing initiatives undertaken by leading Indian Internet Services Provider (ISP) Satyam Infoway (Sify) to promote iWay, the first-ever nation-wide branded chain of cyber cafes (Internet browsing centers) in India. The case describes Sify's business model for running iWay centers and the companies marketing activities for promoting them. The case also explains the differences between the unorganized and organized sectors of the cyber cafe market in India.
» Understand the evolution of the Internet browsing industry (consisting of ISPs as well as the cyber cafe market) in India and its unique characteristics.
Marketing initiatives, undertaken, leading, Indian Internet Services Provider, ISP, Satyam Infoway, Sify, iWay, cyber cafes, Internet browsing centers, India, running, iWay, marketing activities, promoting, unorganized, organized, cyber cafe
Questions for Discussion:
2. Critically comment on the promotional and advertising strategies adopted by Sify to help establish iWay as a leading brand and differentiate it from its competitors.
3. Do you think that cyber cafes in the unorganized sector in India would be able to sustain in the long run? In the light of increasing competition from Dishnet and Junction96, what measures should Sify take to help iWay retain its market leader status?
4. Analyze the structure of and trends in the Internet browsing industry. Which factors among Michael Porter's five forces model are likely to play a key role in shaping the future of the Internet browsing industry? Why?