Running head: ONE LAPTOP PER CHILD 1

International Leadership Institute

Group Assignment for IM-Case 3: One Laptop per Child (OLPC)

Prepared By:
Sec.B ID
1. Dawit Asmelash ILI/MBA/15/034/19
2. Gelila Tilahun
3. Robera Wakshum
4. Okelo Fekadu
5. Selamawit Gizachew
6. Fenet Shewalem

Submitted to: Tewodros, PhD

August, 2020
Addis Ababa, Ethiopia
CASE 3: One Laptop per Child (OLPC)
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Overview: In 2005, after 20 years, Nicolas Negroponte, announced he was leaving to

pursue an ambitious vision: bridging the digital divide between developed and developing
nations by providing powerful PCs to schoolchildren in impoverished parts of the world.
Negroponte named his initiative One Laptop Per Child.

1. Why are Microsoft, Intel, and other leading for-profit companies interested in low-cost

computers for the developing world?

It depends on two things: Catching the opportunity and Refurbishing their company

image. For catching the opportunities: Vendors should be fully aware of the growing market of

developing countries. Even the consumers may not be able to buy laptops for themselves now.

After decades, those country will be a huge market. Using China for example, the biggest PC

market even didn’t have computer industry 20 years ago. OLPC project is the most cheapest and

efficient way for vendors which enable them to conquer the emerging market with a low cost.

The second reason might be social responsibility and company image. Consumers prefer buying

products from enterprises that are engaged in social causes and associated to a non- ‐profit

project. Showing the developing consumers they are responsibility. They will reach the highest

reputation they ever have in those countries. So as the leading organization Microsoft and Intel

have the social responsibility for the developing countries children and they also see the

opportunity to do social welfare with establishing branding in people minds.

In General, from their social responsibility point of view and for the marketing of their

own brand names into people minds they interested in low cost computes for the developing

world.
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2. Do you agree with Negroponte’s decision to partner with Microsoft?

Yes. I think this is unavoidable and necessary. Microsoft is the monopoly company in

operating system industry. Only if they associate Microsoft and earn their agreements, can they

be able to reality their project easily. Microsoft is the most powerful company in the world and

has the strongest charisma. Coordinate with Microsoft will strengthen the project’s relationship

with other huge vendors, make this project more attractive, and also is helpful to improve their

financial situation. Microsoft can also benefit from the project’s good reputation. This is a win-

win situation.

3. Assess the thinking behind the “give one, get one” promotion. Do you think this is a

good marketing tactic?

Yes, I think it’s good. A good tactic should be engaging and promoting the products

while increase the profit. When referring to this tactic, In November 2007, in an effort to

increase production, OLPC announced the promotion of Give One, Get One. The OLPC team

started this promotion to grab the market attention of their nonprofit ambitious project. Because

prior to the initiatives launch, the OLPC had been a fascinating demonstration of hardware and

software ingenuity, but actual unit sales and donations had been far smaller than originally

predicted.

Though the tactic of Give One, Get One is aggressive marketing strategies in order to

gain market share and capitalize on its competitive strengths. Though the aggressive marketing

tactic like Give one, Get One always not good for the all types of products. But the OLPC project

had strong competent like Intel Classmate. So to grab the attention of mass people and gain

maximum market share and achieve the goal of developing country’s poor children education

this marketing tactic was good for the project. Because OLPC announced two weeks give one get
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one promotion first but for its huge response to the markets they increased their promotional

offer time.

References

Al-Gahtani, S.S. Computer technology adoption in

Saudi Arabia: Correlates of perceived innovation
attributes. Information Technology for Development
10, 1 (Jan. 2003), 57–69.
2. Avgerou, C. Information systems in developing
countries: A critical research review. Journal of
Information Technology 23 (June 2008), 133–146.
3. Avgerou, C. The significance of context in information
systems and organizational change. Information
Systems Journal 11, 1 (January 2001), 43–63.
4. BBC News. Sub-$100 laptop design unveiled (Sept. 29,
2005); news.bbc.co.uk/2/hi/technology/4292854.stm.
5. Bray, H. Cheaper laptop promised; Negroponte
remains determined to realize vision. Boston
Globe (Feb. 11, 2009); www.boston.com/business/
technology/articles/2009/02/11/cheaper_cheap_
laptop_promised/.
6. Einhorn, B. A crusade to connect children. India
criticizes an MIT professor’s quest to provide
‘One Laptop Per Child,’ but he’s forging ahead
elsewhere. BusinessWeek.com (Aug. 16, 2006); www.
businessweek.com/globalbiz/content/aug2006/
gb20060816_021986.htm.
7. Farrell, G. ICT in education in Rwanda. In Survey
of ICD and Education in Africa: Rwanda Country
Report. World Bank Information Development,
Washington D.C., Dec. 2007; www.infodev.org/en/
Publication.423.htm.
Al-Gahtani, S.S. Computer technology adoption in
Saudi Arabia: Correlates of perceived innovation
attributes. Information Technology for Development
10, 1 (Jan. 2003), 57–69.
2. Avgerou, C. Information systems in developing
countries: A critical research review. Journal of
Information Technology 23 (June 2008), 133–146.
3. Avgerou, C. The significance of context in information
systems and organizational change. Information
Systems Journal 11, 1 (January 2001), 43–63.
ONE LAPTOP PER CHILD 5

4. BBC News. Sub-$100 laptop design unveiled (Sept. 29,

2005); news.bbc.co.uk/2/hi/technology/4292854.stm.
5. Bray, H. Cheaper laptop promised; Negroponte
remains determined to realize vision. Boston
Globe (Feb. 11, 2009); www.boston.com/business/
technology/articles/2009/02/11/cheaper_cheap_
laptop_promised/.
6. Einhorn, B. A crusade to connect children. India
criticizes an MIT professor’s quest to provide
‘One Laptop Per Child,’ but he’s forging ahead
elsewhere. BusinessWeek.com (Aug. 16, 2006); www.
businessweek.com/globalbiz/content/aug2006/
gb20060816_021986.htm.
7. Farrell, G. ICT in education in Rwanda. In Survey
of ICD and Education in Africa: Rwanda Country
Report. World Bank Information Development,
Washington D.C., Dec. 2007; www.infodev.org/en/
Publication.423.htm.
Al-Gahtani, S.S. Computer technology adoption in
Saudi Arabia: Correlates of perceived innovation
attributes. Information Technology for Development
10, 1 (Jan. 2003), 57–69.
2. Avgerou, C. Information systems in developing
countries: A critical research review. Journal of
Information Technology 23 (June 2008), 133–146.
3. Avgerou, C. The significance of context in information
systems and organizational change. Information
Systems Journal 11, 1 (January 2001), 43–63.
4. BBC News. Sub-$100 laptop design unveiled (Sept. 29,
2005); news.bbc.co.uk/2/hi/technology/4292854.stm.
5. Bray, H. Cheaper laptop promised; Negroponte
remains determined to realize vision. Boston
Globe (Feb. 11, 2009); www.boston.com/business/
technology/articles/2009/02/11/cheaper_cheap_
laptop_promised/.
6. Einhorn, B. A crusade to connect children. India
criticizes an MIT professor’s quest to provide
‘One Laptop Per Child,’ but he’s forging ahead
elsewhere. BusinessWeek.com (Aug. 16, 2006); www.
businessweek.com/globalbiz/content/aug2006/
gb20060816_021986.htm.
7. Farrell, G. ICT in education in Rwanda. In Survey
of ICD and Education in Africa: Rwanda Country
Report. World Bank Information Development,
Washington D.C., Dec. 2007; www.infodev.org/en/
Publication.423.htm.
ONE LAPTOP PER CHILD 6

Web. (2013) "One Laptop per Child." One Laptop per Child (OLPC): Mission

Naughton, John. (2013) "The $100 Laptop Question." The Observer. Guardian News and

Media.

Web. (2013) "OLPC:Five Principles." OLPC RSS. N.p., n.d.