Abstract
Research has identified the role of information technology (IT) in creating fair and efficient markets. The markets examined are B2B and B2C designs, where technology is already prevalent among market participants. Less well understood is IT’s ability to enhance market efficiency when participants use minimal IT in their own operations, and existing market processes are manual. In this setting, how does a price and market support system enable markets to operate better? In 2007, Thomson Reuters introduced a text (SMS) information service to agricultural market participants in India called Reuters Market Light (RML). We find that RML has made regional ‘mandis’ more efficient, and empowered farmers to sell crops more profitably. The implication for e-markets research is that a low-tech infrastructure can support a valuable price information system. Key factors for RML are standardization on low-end mobile phones and succinct customizable messages that provide maximum informational value with low bandwidth.
Recommended Citation
Parker, Christopher and Weber, Bruce, "Developing Electronic Markets in Low-Tech Environments: India’s Agriculture Markets" (2011). ICIS 2011 Proceedings. 2.
https://aisel.aisnet.org/icis2011/proceedings/visualmedia/2
Developing Electronic Markets in Low-Tech Environments: India’s Agriculture Markets
Research has identified the role of information technology (IT) in creating fair and efficient markets. The markets examined are B2B and B2C designs, where technology is already prevalent among market participants. Less well understood is IT’s ability to enhance market efficiency when participants use minimal IT in their own operations, and existing market processes are manual. In this setting, how does a price and market support system enable markets to operate better? In 2007, Thomson Reuters introduced a text (SMS) information service to agricultural market participants in India called Reuters Market Light (RML). We find that RML has made regional ‘mandis’ more efficient, and empowered farmers to sell crops more profitably. The implication for e-markets research is that a low-tech infrastructure can support a valuable price information system. Key factors for RML are standardization on low-end mobile phones and succinct customizable messages that provide maximum informational value with low bandwidth.