I CARE Paper 1
“Content” is the item or topic being searched for i.e. normally represented by a
key word. This could be “restaurant”.
• “Social” describes the links and potential links to peers e.g. “liked” by friends on
Facebook.
• “Location” would be where the customer is based e.g. a town or post code.
Websites that cover all the “content” variables, are “liked” on social media and are in
the preferred vicinity will be presented first. In the above example the Google search
would lead with restaurants, liked by friends and within travelling distance of the post
code.
Google has so far dominated online advertising as well. The search defined above
would also be supported by relevant advertising and links to supplier websites. Yahoo
is catching up with tailored adverts appearing on Yahoo searches based on past
searches and online shopping experience.
As customers move to more online purchases suppliers need to follow them or build
advance sites. This can be achieved with the latest technology available to suppliers
and customers in developed countries but is more problematic in developing countries.
Africa has 14% of the world’s population, 500 million mobile subscriptions but only 2%
of the population have access to the Internet. The demand for low cost communications
technology is driven by the very high level of demand for mobile access to the Internet.
Cable systems are being laid with the prospect of wireless technologies through 3G
networks linking with the rural broadband market. Africa will become a major market
for cost effective e-commerce. The central question i
