Benevolence Or Something Else

Comcast and the state of Delaware announced a partnership to bring computers and state-of-the-art Internet service to children from low-income families at low prices during a press conference held Thursday at the Wilmington PAL Center off North Market Street.

Comcast and state officials spoke of how the Internet is the great equalizer for these children, as about a dozen kids worked on computers on the second floor of the Police Athletic League Center.

Under the "Internet Essentials" initiative, families can purchase computers for $149, receive Internet service for $9.95 per month and receive free digital training in the areas that Comcast serves, Comcast Vice President of Government & Regulatory Affairs Bill Kettleson.
~ from Comcast, Delaware Forge Partnership to Bring Computers and Internet to Low Income Children by Antonio Prado ~

Years ago I might have read a news article such as this and thought to myself, "Gee, what a nice program. Those people at Comcast have a heart after all." But I am not as naive as I use to be! I now realize that every apparent act of benevolence undertaken by a big corporation has one and only one goal: increased profits.

While I have known this truth for quite some time, it was underscored mightily in Joel Bakan's book, The Corporation: The Pathological Pursuit of Power and Profit. Comcast has entered into this agreement because it will help build their market share. Even Delaware Governor Jack Markell understands this point.

“What an incredible opportunity for people who probably otherwise would not have broadband at home,” Markell said. “The word is going to get out."

“This is not why Comcast did it, but ultimately this is going to be good for Comcast because you’re going to find more families who understand the value [of the Internet],” he added.

Marketers know that if you can induce a child to identify a product or service with a particular brand, there is a greater chance that you can have a customer for life. The folks at Microsoft understand this principle well and this is the prime reason the software giant makes so many donations of its product to schools. By introducing young children to Microsoft early on means that it is likely that, as they grow, they will favor Microsoft software and continue to purchase it in adulthood.

Comcast is banking on this same principle.