According to this article published on the 23rd of September, Coca Cola is soon to provide free WiFi around its vending machines in South Africa. This idea, led by partner BT Global Services, is meant to target impoverished communities. Ultimately the article argues that students and children are not just gaining internet connection, they are gaining knowledge and opportunities to learn through the internet. In addition, internet connection is supposed to aid local business owners through the “opportunity to manage some business aspects online.”
Coca Cola’s simple idea is projected to effect developing communities profoundly. Although the idea at first glance seems to be extremely beneficial, I am very skeptical that internet usage among users will be of any educational value. The article suggests that free internet is automatically conducive to learning and knowledge. I would argue that supplying populated areas with free WiFi generates minimal educational gains. Nevertheless, Coca Cola is demonstrating to the world a strong initiative in focusing its attention on developing countries. To a certain extent, Coca Cola is leveraging itself above its competitors in South Africa. This is by the implementation of free WiFi which differentiates its product against close substitutes such as Pepsi. Coca Cola also reaps an advantage just from its business proposition of supplying knowledge and support towards developing communities. I would not be surprised to see Coca Cola benefit more than society through its actions in South Africa.
http://memeburn.com/2014/09/sas-coca-cola-vending-machines-to-dispense-free-wi-fi/