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1、Technology,Media,andTelecomPracticeDecember2012Onlineandupcoming:TheInternet’simpactonIndiaChandraGnanasambandamAnuMadgavkarNoshirKakaJamesManyikaMichaelChuiJacquesBughinMalcolmGomesThisreportisfurnishedtotherecipientforinformationpurposesonly.Eachrecipients
2、houldconducttheirowninvestigationandanalysisofanysuchinformationcontainedinthisreport.NorecipientisentitledtorelyontheworkofMcKinsey&Company,Inc.containedinthisreportforanypurpose.McKinsey&Company,Inc.makesnorepresentationsorwarrantiesregardingtheaccuracyorc
3、ompletenessofsuchinformationandexpresslydisclaimsanyandallliabilitiesbasedonsuchinformationoronomissionstherefrom.Therecipientmustnotreproduce,discloseordistributetheinformationcontainedhereinwithouttheexpresspriorwrittenconsentofMcKinsey&Company,Inc.Onlinea
4、ndupcoming:TheInternet’simpactonIndiaiPrefaceInthefourdecadessinceitsinception,theInternethasdrivendramaticchange.Ithasenabledflowsofinformation,includingentertainment,news,andfinancialandacademicmaterial.Ithasbroughtpeopleclosertogetherbyenablingvariousform
5、sofinterpersonalcommunication,notablye‑mail,instantmessaging,videoconferencing,andsocialnetworking.Andithasallowedconsumerstopurchasevirtuallyanythingatanytime,whileprovidingproducerswithdirectaccesstoawiderangeofmarkets.Furthermore,theInternetisabustlingind
6、ustry,spurredbyentrepreneurshipandsupportedbyavarietyofindustriesandlargeenterprises.Onlineproductivitytoolsandcommunicationsadvancementsprovidebenefitstoalmostallenterprisesandgovernments.TheInternethashelpedgovernmentstobroadentheirservicestocitizensandimp
7、rovetheirdelivery.Inaveryshortperiod,ithasbecomedifficultformostofustoimagineaworldwithoutinstantandcontinuousaccesstotheInternet.ThisreportexaminestheimpactoftheInternetonIndia.ItcomplementsanearlierseriesinwhichweexaminedtheInternet’simpactonagroupofdevelo
8、pingcountriesthathaveboththescaleandthedynamismtobecomesignificantplayersontheglobalstageinthenearfuture(seeOnlineandupcoming:TheInternet’simpactonaspiringcountries,McKinsey&Company,January2012)
