Governments have chosen different approaches to increase user takeup of e-government services. Experience among OECD countries shows that the choice of approach depends on political priorities and organisational considerations, for example as part of public sector reform efforts. These considerations are often addressed through the reorganisation of responsibilities within the public sector and the redesign of internal processes and procedures to achieve improved coherence and simplification. The balance between (public sector) internal and organisational considerations, and external outcomedriven considerations are reflected in the variety of approaches seen across OECD countries. The identified types of approaches identified are: an organisational and administrative simplification approach; a situation-bound approach; a participatory and inclusive approach; and a marketing and channel management approach. A number of countries are focusing on public sector efficiency and effectiveness issues through an organisational and administrative simplification approach which include reconsidering responsibilities for service delivery, simplification of access through portal organisation, and through administrative simplification. Other countries are focusing on creating services which address specific situations of users through tailor-made services or services organised by life events. Others again focus on enhancing participation and inclusiveness in service development using inclusive service delivery approaches or creating ICT platforms to support increased consultation and participation. Most countries have recognised the importance of improving marketing of services and the value of having a channel management strategy for better service delivery.