This paper discusses the assessment of connectivity in the context of ICT-driven consumer empowerment. The focus is on examining whether common measurements, such as ICT penetration rates, can be applied in this context. It is argued that commonly used indicators are limited in their usefulness as proxies for connectivity assessment in the ICT-driven consumer empowerment context. Indicators of connectivity that can be used by businesses are identified. Effective assessment by business encompasses consideration of a large number of aspects pertaining to the business itself, as well as to competitors, to consumers and to 3rd party institutions.
Australian and New Zealand Marketing Academy Conference 2010: Doing More with Less (ANZMAC 2010). Proceedings of the Australian and New Zealand Marketing Academy Conference 2010: Doing More with Less (Canterbury, New Zealand 29 November - 1 December, 2010)