Lessons learned from Minitel for the Internet
Abstract:
The paper studies the marketing data and tools that can be derived from the use of Minitel in France with 14.5 million users in 1997 to define a strategy that will increase Internet usage. Minitel is a mass market success since 1983 whereas Internet penetration (around 1.1 million users in May 1997) is still rather weak in France. The aim of this paper is not to study ways to develop Internet penetration in France - which is a subject in itself - but to analyse how marketing lessons can be learned from Minitel in terms of usage content services and business models. This contribution is mainly based on market studies and marketing plans used within the Multimedia Division of France Telecom.
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