In this paper, we use key concepts in strategic management, such as value, and use the conceptual framework of diffusion of innovations to understand factors underlying the lack of demand for rural telecenters. We present a background of ICT use in rural areas, examining both the prospects and current situation. We then develop a framework that explains rural telecenter performance using literature from strategic management, and information systems (notably diffusion of innovation). We then present the results of a pilot study of farmers in India who used/did not use ICT telecenters. We chose India as it has a large number of the world’s poor, and is pioneering in the use of technology in rural areas and has by far the largest number of ICT telecenters. Findings indicate the research questions are mostly supported.