The Report aims to: take a snapshot of current dynamics at Italian level, along all stages of the purchasing process (advertising, promotion, commerce, payment, and service), placing particular attention on the Mobile Advertising stage; identify main trends in the use of various Mobile Assets (Browsing, Apps – with particular focus on Wallets – and Messaging) by large Italian companies; identify main KPIs used by Italian companies and provide some sector specific benchmarks regarding consumer usage of Apps and sites; delineate main technology trends (artificial intelligence and chatbots, augmented reality, biometrics, Internet of Things, 5G) that are characterizing the Mobile market.
- What role does the Smartphone have in Italian consumers’ purchasing process?
- What use do Mobile consumers make of device enabled technologies (App, chatbot, Wallet, geolocalization, voice recognition, biometrics, …)?
- How much is the Mobile Advertising market in Italy worth and what formats drive the growth? What are the current dynamics and opportunities for 2019?
- What are the App and website features that major Italian companies use to relate with their end consumers?
- What is the role of third party Wallets and Apps?
- What is the current status of the Mobile Messaging market and what are its current trends?
- What is the approach of Italian companies to Mobile performance measurement and the shortcomings encountered?
- In what way does Mobile technology become part of a data strategy and what contribution can it make?
- Reference framework
- Mobile solutions/technology in the customer relationship process: current dynamics
- The evolution of Mobile Assets
- Measuring results of Mobile initiatives
- The Mobile channel and new technology trends
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