Journal Articles

Digital Inclusion With the McInternet: would you like fries with that?

2009, Communications of the ACM

Alexandre Sacchi, Emerson Giannini, Regiane Bochic, Nicolau Reinhard, Alexandre B. Lopes

Abstract

In this paper we examine how a well-orchestrated plan implemented by McDonald's/Brazil to offer free Internet access to its customers, many of them using computers for the first time, helped to decrease that country's digital divide. The digital divide refers to the division of a society into information haves and information have-nots. Eliminating the digital divide has been a long term project for many organizations. Sites such as the Digital Divide Network (http://www.digitaldividenetwork.org/) list many projects that have attempted to provide "digital inclusion", where people have physical access to IT resources and enough proficiency to use them to increase their knowledge base. What McDonald's/Brazil has achieved is to unite these lofty aspirations with practical gains: increased profitability, access to exclusive data about its customers, and an improved infrastructure for its own information processing needs.

Citation

Sacchi, Alexandre, Emerson Giannini, Regiane, Bochic, Nicolau Reinhard, and Alexandre B. Lopes (2009), "Digital Inclusion With the McInternet: would you like fries with that?," Communications of the ACM, Vol. 52, No. 3, pp. 113-116.