Abstract

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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Evolution of the Internet browsing industry in India and its unique characteristics.

Keywords

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