4.+The+Commercial+Axis

=The Commercial Axis= =media type="file" key="commercial.mp3" width="240" height="20"=


 * ===There are inevitable commercial benefits that arise from working in this market. This creates a mutually beneficial relationship, whereby the school benefits from access to newer technology and resources, and the company benefits from increased market access, brand loyalty and building a "future consumer base" (Davis 2008, p.510).===

//Undue pressures by the private sector to ensure early return on their investments in the projects will only make the entire scheme another white elephant project in Africa. Such pressure for short-term investment return and financial benefits will jeopardize the chances of accomplishing the primary objectives underlying the projects. It is therefore important to emphasize from the onset that the e-schools initiative is a long-term collaborative project and financial returns to such ventures often require longer term perspectives.// (Evoh 2007, np)
 * ===Problems can emerge if these private interests compromise the long-term need for sustainability in diffusion in a drive to get a short-term return on their investment.===


 * ===The NEPAD E-schools Initiative is built upon the participation of the private sector and provides a clear example of this axis at work. During the Demonstration Project, commercial participants, working on a pro bono basis, were organised into five Consortia, each led by a major multinational IT company, namely, Microsoft, Cisco, HP, AMD and Oracle.===


 * ===This private sector involvement is co-ordinated through ISPAD, the Information Society Partnership for Africa's Development.===


 * ===The defined role of the consortia in the 12 month Demonstration Project, according to to the e-Africa Commission, who have continental responsibility for planning and co-ordination, is to provide "end-to-end solution that includes the deployment of IT and associated networking solutions, sources and delivers suitable digital content, trains first-line support staff and teachers, provides suitable support, maintenance, satellite connectivity and power solution (where necessary)." (e-Africa Commission, 2008)===


 * ===Running parallel to the Demonstration Project is the NEPAD E-schools Business Plan, which provides essential information about funding and other actions for participating countries involved in the first phase of the roll out.===

The video below was produced by one of the consortium leaders, Cisco Systems Ltd, and describes in brief a little about the Initiative and the role of the commercial axis in implementing change: media type="youtube" key="miucazS8P1A" height="344" width="425" (Video by billsouders, [] )