Abstract: In this paper we investigate an example of a very widely applied model for the delivery of IT services to rural and poor populations. The model is one where limited intervention to support infrastructure and coordinate resources is combined with market-based delivery of IT services to the end user (what we call here the “sustainable franchise model”). Though this model has been deployed world-wide by governments, NGOs, and development institutions in the past few years, there has been little research into the determinants of success in such a model.