The paper 'The Launch of One Laptop Per Child Project" is a perfect example of a marketing case study. This report gives an overview of “ $ 100 Laptop” case analysis a concept which was introduced in 2002 by Professor Nicholas Negroponte successful venture capitalist, author and co-founder and chairman emeritus of the Massachusetts Institute of Technology (MIT). The concept primarily involved building a cheaper personal computer by Media Lab that aimed at providing Internet and multimedia machines to millions of children in developing countries. The concepts later referred to as the “ $ 100 Laptop” was launched at the Media Lab in the year 2003 before being spun into a separate nonprofit association, One Laptop Per Child (OLPC) founded by Negroponte in January 2005.
The project which was unveiled by Negroponte was launched at UN World Summit on the Information Society a project which led to the development of the working prototype of a $100 Laptop machine that used freely available open-source Linux software as its operating system. Although aimed at primary school children aged 6 to 12, other age groups could use it too due to its features.
The launch of One Laptop Per Child (OLPC) project by MIT company hit global headlines which conveyed a mixture of administration and derision as well as many criticisms from various market players and competitors. The OLPC project received criticisms in the initial stages with many arguing that Negroponte’ s $ 100 laptop project could not be built with the mere fact that such an extreme drop in price was impossible while others such as Intel chairman Craig Barrett dismissing it as a “ $100 gadget” .
Though, the project received many controversies MIT Company was determined to introduce the project with an appeal that many individuals all over the world could do one laptop per child. The tremendous efforts of MIT company as well as Negroponte to sensitize schools, governments, non-governmental organizations and individual donors on the benefits of One Laptop Per Child project especially in developing countries lead to the immense support from various organizations such as macro devices, Google, Red Hat and New Corp. Moreover, the project gained much support and in 2006 it received $ 29 million with more other parties pledging additional funds as well as technical expertise for the future.
Despite the project receiving much criticism as well as facing fierce challenges from other competitors in the market such as Intel, Microsoft among others OLPC project has over the years worked hard to sell its concepts to the world’ s educational ministries. Why did Negroponte do what he did? Why was this necessary? Negroponte launched the One Laptop Per Child project after seeing the power of laptops firsthand at a rural village school that he and his wife first established in Cambodia.
In this small village, Children used rugged Panasonic Toughbook laptops which were equipped with Wi-Fi internet capability via a satellite link. Through the use of Toughbook laptops, a village that had no books eventually had access to Google as well as the internet in general. The use of laptops as well as the internet changed the lives of many people in several was hence improving the self-esteem and empowerment as well as fulfilling the passion for learning.
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