Product details

The case discusses the marketing initiatives undertaken by leading Indian Internet Services Provider (ISP), Satyam Infoway (Sify), to promote iWay, the first ever nationwide branded chain of cyber cafes (Internet browsing centres) in India. The case describes Sify''s business model for running iWay centres and the companies marketing activities for promoting them. The case also explains the differences between the unorganised and organised sectors of the cyber cafe market in India. The case is designed to help students to: (1) understand the evolution of the Internet browsing industry (consisting of ISPs as well as the cyber cafe market) in India and its unique characteristics; (2) determine the various issues involved in the introductory, growth and subsequent phases of market growth; (3) analyse the various business models a company can adopt to set up cyber cafes including value addition and differentiation through branding and marketing; (4) study Sify''s advertising and promotional tactics for iWay centres that helped it establish itself as the market leader and the company''s future in light of the increasing competition; and (5) analyse the industry structure and examine the rivalry between players in the organised and unorganised sector. The case is aimed at MBA/PGDBA students, and is intended to be a part of the marketing curriculum.