The B2C Mobile Strategy Observatory has the purpose of taking a snapshot of the stage of adoption and level of strategic maturity for mobile systems used to manage a company’s relationship with its consumers and offer added-value services in all principle sectors through mobile assets (mobile apps, mobile sites). The Observatory will identify the main factors (organisational, technological, etc.) that affect the way mobile strategies are adopted in companies. It intends to organise meetings where the various players in the chain and the investing companies can discuss relevant topics and exchange experiences.
The Observatory’s work consists of:
- a convention to present the findings of the research;
- three workshops on vertical specialisations (mobile proximity, mobile couponing, KPIs and tools for measuring mobile-type initiatives) for Observatory partners and sponsors and selected officials from investing companies (including chief digital officers, ICT managers, marketing managers, chief innovation officers, customer care managers, communications managers and sales managers from major Italian companies). This will encourage meetings between the offer-side and demand-side to circulate knowledge on topics covered in our research;
- a work group with decision-makers from companies investing in B2C mobile strategies, with the objective of engendering critical debate on the objectives, opportunities, critical aspects and barriers to adopting mobile system strategies the companies encounter when interacting with their consumers; participation is reserved to our research partners and selected company decision-makers;
- three internal closed-door workshops reserved for partners and sponsors. The first is a kick-off event to explain the basis of our research; the second, held a few weeks before the convention, to present a preview of the main findings of our research; the third, after the convention, to share the findings and provide feedback about the Observatory.
The Observatory’s aims are as follows:
- take a snapshot of the stage of adoption and level of strategic maturity for mobile systems used to manage a company’s relationship with its consumers and offer added-value services in all principle sectors through mobile assets (mobile apps, mobile sites).
- identify the objectives that companies operating in various sectors can use to drive the development of their mobile assets (mobile apps, mobile sites). These can be customer interaction, improve shopping experience at sales points, sales, loyalty, cost savings on the most expensive channels. etc.
- gain an understanding of the decision-making processes and the roles played by the main company functions (IT, marketing, sales, operations and communications) in projects for introducing and developing mobile services that support interaction with their customers;
- study the advancements in the value chain (for players, functions, activity and business models) that help companies to define mobile strategies for communicating and interacting with their custom* evaluate the impact that adopting mobile systems for the purposes of communicating and interacting with their customers has on business processes and the benefits for companies (ROI case);ers;
- evaluate the impact that adopting mobile systems for the purposes of communicating and interacting with their customers has on business processes and the benefits for companies (ROI case);
- estimate the dynamics of the advertising market via mobile systems and SMSs sent by companies to their customers (bulk SMSs);
- identify and analyse the profile and behaviours of mobile systems users and their feelings in terms of mobile-type initiatives carried out by companies;
- gain a critical understanding of the dynamics in place in the Italian and international landscape of start-ups operating in the field of mobile consumers.
- outline the current main international trend in the field of B2C mobile strategy.
The Observatory’s research entails:
- numerous study cases involving demand-side and offer-side companies;
- a statistically significant survey on the consumer, carried out in collaboration with Doxa, on 1,500 users surfing the internet on smartphones, to understand their approach to mobile internet and mobile apps;
- a poll of apps of major companies operating in Italy, with reference to several specific sectors (such as, for example, retail, fast moving consumer goods, utilities, automotive and travel);
- quantification of several specific market sectors (market advertising and bulk SMSs) through primary and secondary sources concerning the main players in the chain;
- a poll of start-ups receiving Italian and international financing over the past two years, carried out in collaboration with the Observatory for Start-ups;
- a critical analysis of all the main international sources (reports, scientific publications, press releases, press items in general and specialist newspapers, etc.);