The French government developed the Passport to the Digital Economy initiative to accelerate ICT adoption among small businesses. Through partnerships with organizations serving small businesses, the program provides ICT training and support to help small businesses integrate digital technologies. Over 170,000 small businesses have participated in the program. Evaluations found French small businesses' PC adoption rose from 72% to 98% between 2006-2010 and total program revenues for participating businesses increased by nearly 50%. The program is expanding within France and abroad.

1. CAse sTudy
France ICT Adoption Program
for small Businesses
Intel World Ahead Program
Passport to Innovation and Growth
French government drives innovation and economic growth by accelerating ICT adoption among small businesses
Le Passeport pour The Passport to the Digital Economy initiative, designed with assistance from the Intel®
World Ahead Program, is helping small companies across France integrate ICT solutions.
l’Économie Numérique
(Passport to the Digital Economy) Accelerating ICT Adoption
program has helped hundreds Small businesses are an engine of eco- France has more than 3.1 million compa-
nomic progress in both mature and devel- nies, of which 2.9 million have fewer than
of thousands of France’s small oping markets. A vibrant small-business 10 employees. To foster innovation and
businesses compete more sector generates jobs, increases innova- growth among these small businesses, the
tion, fosters an entrepreneurial culture, French government—led by the Ministry
effectively in the digital economy. and enhances national competitiveness. for ICT and the Ministry of Commerce,
Information and communications technol- Industry and Trade—developed a com-
ogy (ICT) is an effective tool for building prehensive initiative, the Passeport pour
this vital business sector and addressing l’Économie Numérique (Passport to the
national policy objectives. Digital Economy).
Despite its effectiveness, ICT integration Since it began in 2007, the Passport pro-
can be challenging for small businesses. gram has helped more than 170,000 small
Companies with 20 or fewer employees companies across France integrate digital
often have limited understanding of how technologies to support innovation, eco-
they can benefit from digital technologies nomic growth, and competitiveness. The
and lack in-house technology expertise. Intel World Ahead Program supports the
Many have limited funds available to Passport initiative as IT industry liaison
acquire and maintain technology, and little and coordinator.
access to ICT training and support.

2. suCCess sTory:
Le mArChe mILITAIre
Le Marche Militaire is an army surplus
store. Working with the Passport pro-
gram, the store’s owner, Nadia Célérier,
launched an online store in 2006.
Interest in the online store was so
strong that Célérier had to rapidly
increase the number of products
available through the web site. Within
six months, the site had grown from
50 products to 300, and today, most
products available in the physical store
are also available online.
The company’s Internet sales now
represent one-third of revenue—and
total revenue has increased nearly 50
percent since development of the online
store. The online store costs little to run
and maintain, and the company’s online
presence has also led to an increase in
in-store visits.
Web site: www.lesurplusmilitaire.fr
Program Features
• More than 750 ICT consultants provide training sessions for small businesses at over 550 locations
across France.
• An online purchasing guide provides small businesses with free information on more than 23,000 software
packages and 450 product offers that include platforms, peripherals, and telecommunication services.
• More than 1,500 resellers in 23 regions provide ICT-related services and support to small businesses.
Results
• From 2006 to 2010, France’s PC equipment rate (percentage of small businesses with one PC or more)
rose from 72 percent to 98 percent.
• More than 170,000 small businesses have obtained a digital passport.
• Program expanding within France with plans to export to other countries.
2

3. Five Steps to Success
Through the five steps described below, the Passport program has supported
the growth of small businesses across France. The program has also created a
dedicated communication channel to expand connections between the ICT industry
and small businesses.
step 1: Partner with organizations Because CEFAC already worked with Since its founding in 1961, the Center for
Connected to small Businesses and trained advisers for small businesses, Studies and Training of Trade, Services and
In France and many other countries, small the organization had the contacts and Tourism industries (CEFAC) has trained
businesses comprise a fragmented sector expertise to address the small-business more than 2,000 advisers to support
that can be difficult to reach. While small community and train ICT consultants. the economic development of small and
companies are often eager for ICT solu- medium businesses across France.
Through the Passport program, CEFAC
tions, the business and technology eco-
has trained and now manages 750 Today, CEFAC also trains ICT consultants
system that supports these businesses
consultants who are experts in ICT through the Passport program. Using its
is itself highly fragmented. Collaborative
solutions for small businesses. In addition, training experience and existing connec-
approaches are essential in these environ-
CEFAC manages the Passport web site, tions to small businesses, CEFAC has been
ments, where no one organization can
which provides an online purchasing able to train 750 ICT consultants in just
meet the needs of all small businesses.
guide, ICT reseller database, and other two years.
The Passport team searched for the best essential resources for small businesses
channel through which the government (www.econumerique.pme.gouv.fr).
could reach and connect with a broad
range of small businesses. Because small “The Passport program shows
businesses rely on their local chambers of
commerce, chambers of crafts, and vertical how crucial strong partnerships
syndicates, the program team sought an are. CEFAC worked extensively to
organization that was already working with
those networks. In France, this organiza- organize the relevant local networks,
tion was CEFAC (www.cefac.com), which and Intel helped us engage with a
now plays a critical role in the ongoing
success of the Passport program. wide range of industrial players and
service providers.”
— Jean-Claude Ermenault, director of ICT at
CEFAC and director of the Passport to the
Digital Economy program
3

4. suCCess sTory: step 2: organize the Training Process step 3: Improve Business Access to ICT
LA mAIsoN mILLIère Once CEFAC agreed to promote the While building the training process, the
La Maison Millière is a restaurant with government initiative, the Passport Passport team also worked with the ICT
an antique shop and teahouse that is team developed the training process, industry to develop end-to-end solutions
owned by Jean-François Lieutet. Now which included identifying hundreds specifically targeted at small businesses.
63 years old, Jean-François is a self- of training locations all over France, This was necessary to ensure that once
educated man who started his career creating training session content, and they received training, small businesses
selling goods on the street. Little by building the Passport web site. would not be abandoned and in fact would
little, he saved enough money to start be accompanied throughout ICT purchase
The Passport team enlisted local trade
his own business. and implementation.
organizations to host free ICT orientation
Lieutet had limited previous experience sessions at 550 locations across France, Intel helped the Passport team contact
with ICT, but through the Passport pro- including overseas territories. Led by the and collaborate with a variety of local
gram, he quickly recognized the value 750 CEFAC-trained consultants, these hardware manufacturers, software
it could add to his business. He now in- sessions provide the trade organizations’ vendors, resellers, and other technology
teracts with his suppliers and conducts small-business members with a detailed companies. Together, they developed
almost all of his sales and marketing introduction to digital technology tools ICT solutions that included networking
activity online. The Passport program and their potential business impact. connectivity, specialized software, service
also helped him become aware of social plans, and more—all specifically designed
The trade organizations receive multimedia
networking sites, which he uses to to meet the needs of small businesses.
presentation materials for the sessions,
promote his business and communicate
which they can customize according to The Program team also launched a
with his customers.
each industry’s requirements and con- recruitment campaign to engage with
Web site: www.maison-milliere.fr cerns. Training modules are available on resellers who could provide services
23 topics, such as how to create your own to very small businesses. The campaign
e-commerce web site and how to manage rewarded the resellers, who generated
customer and supplier communication new leads through the program. The
with the help of ICT. campaign also benefited the government,
which gained access to a valuable database
Upon completion of the sessions, small-
of small businesses that today includes
business managers earn a Passport to the
1,500 resellers.
Digital Economy certificate that entitles
them to access the online purchasing
guide and ICT reseller database.
“Thanks to the Passport program, small businesses all over the territory
have been oriented on the critical role that ICT can play in their business
and how they can find local assistance.”
— André Marcon, chairman of CEFAC and vice-chairman
of the French Chamber of Trade and Industry
4

5. step 4: Continually update Program • online tools. A new “train the trainer”
Content and Tools online tool will help ICT consultants follow
The Passport team continually refreshes a personalized learning path, share best
and improves key elements of the program practices with fellow consultants, and
to remain relevant and to take advantage create new training modules. The online
of changes in technology and business tool’s innovative, “bottom-up” approach
requirements. Recently, for instance, the will alleviate the need for the Passport
program team has: team to develop content for all of the
training sessions, as it will allow consul-
• Developed new training modules
tants to integrate their own experiences
• Rebuilt the Passport web site from the field into new training modules.
• Simplified the enrollment program
• entrepreneurship courses
for business managers
for students. To prepare young entre-
step 5: expand and enhance preneurs, Intel plans to partner with
Program Capabilities universities, chambers of commerce,
The Passport program is designed to and business and vocational schools
scale easily. Already, a variety of new to integrate entrepreneurship-related
capabilities have been added or are being curricula, content, and new courses.
considered to deepen the connection • support for small-business
between education, entrepreneurship, partnerships. Small businesses in
and employment: France can partner with related busi-
• Trainings for new start-ups. Introduced nesses to expand their market reach
by the Ministry of Industry in 2008, and capabilities. These government-
the auto-entrepreneur program encour- supported small business “clusters” will
ages creation of small-scale start-up soon be trained through the Passport
companies. The Passport team provides program on how to integrate their
dedicated training sessions for these separate ICT processes. The Passport
new start-up businesses (see sidebar program will also provide advanced
on page 6). training modules to help the businesses
effectively expand their ICT usage.
• Add-on programs. The French
government plans to launch a second
Passport program called the Passport
for Sustainable Development. The
program will rely on the existing struc-
ture for training small businesses, and
will focus on corporate social respon-
sibility and other topics related to
sustainable development.
5

6. Passport Program Impact
The Passport to the Digital Economy
program benefits thousands of small
businesses across France, and has the
potential to create new jobs and keep
the French economy vibrant and strong
in an evolving global environment.
The Passport program helps small busi-
nesses become aware of the benefits of
ICT and enhances their ability to develop
innovative new products, processes, and
services. The program also strengthens
the support system of the ICT resellers
that work with small businesses. Best of
all, the program’s collaborative approach
and success in influencing the hard-to-
reach small-business sector provides a
sustainable model that can be exported AuTo-eNTrePreNeur ProgrAm
to other countries around the world.
In the past, high start-up costs and legal obligations deterred would-be entrepre-
Already, the Passport program has neurs in France from setting up their own businesses. Today, through the auto-
inspired a similar effort in Morocco. CEFAC entrepreneur program, new entrepreneurs pay tax and social contributions at a
shared its expertise with the Moroccan flat percentage rate of turnover. Charges are only due where there is income: If
government, which plans to reuse much turnover is zero, nothing is owed. Most auto-entrepreneurs are also exempt from
of the program’s methodology and con- the value-added tax (VAT), as long as their income remains below a certain threshold.
tent, and customize other elements based
Anyone aged 18 or over who is not already trading as a business can register as an
on local business needs and requirements.
auto-entrepreneur, including students, retired people, and employees seeking to
The program team plans to export the
supplement their income. Since the initiative launched in 2008, auto-entrepreneur
Passport program to more countries in
status has been granted to nearly 500,000 people. These new entrepreneurs are
the years to come—providing a new and
then eligible to receive specialized training through the Passport program.
innovative way to support the growth
and development of small businesses.
Achieve your Vision
Contact your Intel representative to discuss opportunities to support
small businesses in your area.
To Learn more:
• France Digital Passport Program (www.econumerique.pme.gouv.fr)
• Intel World Ahead Program (www.intel.com/worldahead)
• Passport Program training material (www.annuaires-econum.fr)
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