Observatory: Mobile Marketing & Service, December 2008 (94 pages)
Price : 490€


If you are interested in buying this report please send an email to: justyna.miziolek@polimi.it

 

Click here to download the Executive Summary

To highlight the value of our report we list this endorsements:

The 2008 Mobile Marketing and Service Observatory” represents a cutting-edge intellectual platform for understanding in a robust, empirical way, how mobile is being leveraged by marketers across the spectrum of the Italian economy. MMA is very excited to be a partner in this research effort aimed at clarifying the demonstrated value of these technologies in reaching and retaining consumers on their own terms.
Peter Johnson, VP Market Intelligence & Strategy, MMA – Mobile Marketing Association.


This second report from the Observatory on Mobile Marketing & Service, presenting the results of our 2008 Research, has reached the following objectives:

to analyse, within the IT market, the most important Mobile Marketing & Service applications and assess their benefits and returns; to quantitatively assess the market in its different segments; and to identify the main trends at play and outline possible future scenarios.

From this Report, based on approximately 200 case studies involving all the main players of the value chain, (Advertising investors, Media companies, Creative agencies, Advertising sales houses, Telephone operators, Service providers and other players of the IT market) and a survey involving over 100 Advertising investors (Marketing Directors and CIOs) of mid to large-sized companies operating in Italy, some interesting changes emerged compared to the picture taken last year. On one hand, there was a noteworthy increase in the number of companies (and PAs) which started to use these new Marketing and Service tools, and on the other, a growth in maturity – of some more developed companies – in using these tools more strategically: to follow the client all along the relationship cycle with the company (from engagement to post-purchase), adopting a strategy of continuity in time, integrated with other channels.

In light of this, the new Observatory Report aims to contribute to the diffusion - not only in the IT market – of the knowledge of Mobile Marketing & Service initiatives, with the intent of supporting adoption processes on the part of companies of the Mobile channel from a Marketing and Service perspective, spreading this culture, particularly amongst the company decision-makers, like Marketing Directors and CIOs.

The 2008 Research was realised in collaboration with Alcatel-Lucent, Arena Mobile, Axis Strategic Vision, Buongiorno Marketing Services, Dada, Ericsson, Gruppo Telecom Italia, MediaCom Italia, Microsoft Advertising, Mobyt, Niumidia Adv, Nokia, One Italia, Reitek, Sybase 365, Ubiquity, Vodafone Italia and with the support of BOL, E3, eMessage, Indicod-Ecr, Mobisofia, and Neo Network.


Index

Introduction

Executive Summary

1. Mobile Marketing & Service: an overall perspective

  • The reference framework
  • The area of analysis
  • A strategic vision


Parte A - Mobile Marketing

2. The application scenario

  • The initiatives based on the cellular network
  • A vision for industry
  • The objectives
  • The targets and types of products
  • The technologies used
  • Mobile Advertising
  • Mobile Promotion
  • The initiatives based on proximity technologies


3. Benefits and criticalities

  • The tangible benefits
  • The intangible benefits
  • The criticalities

 

4. The decision-making process and the barriers to adoption

  • The level of maturity of Italian companies
  • The level of awareness of Mobile Marketing initiatives
  • The level of use of Mobile Marketing
  • The level of satisfaction of Mobile Marketing
  • The barriers to adoption


Part B - Mobile Service

5. The application scenario

  • An overall perspective
  • The sectors
  • The technological platforms
  • The services based on proximity technologies
  • The services based on geolocalisation technologies
  • The multichannel approaches


6. The benefits and the impacts

  • The analytical calculation for a few cases


A Note on methodology