Through general observation, published research or a Community Technology Assessment, community leaders may recognize that their citizens, organizations and businesses have a relatively low level of technological sophistication.
Symptoms would include the general lack of web sites or absence of high quality, interactive web sites throughout the community; lack of technology support companies, such as web masters or computer sales and service companies; and poor response by citizens to online tools offered by government or the local school district.
When telecommunications providers are pushed to invest in more robust Internet networks, they often push back with statistics and stories documenting low demand within the community. Required investments would not meet the necessary ROI (return on investment).
Through Market Development activities, communities can accomplish several important goals:
- Increase economic vitality by increasing business usage;
- Make government and educational web investments more valuable by increasing citizen usage; and
- Increase the attractiveness of the community for telecommunications investment by expanding the market.
A variety of Market Development Activities are showcased here...
