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In 2018 growing maturity in the approach to the Mobile technology by Italian companies in the relationship with end users was observed. Strong growth has been registered in: the Mobile Advertising market (+28%), worth 47% of Internet Advertising investments; the Mobile Commerce (+40%) that reaches 31% of total eCommerce; proximity payments (+ 650%); the volume of messages sent to customers for promotional, transactional and service purposes, (+6%) with an absolute value amounting to 4.2 billion.
The management of Mobile Apps is more attentive, even if there are still margins for improvement, shown by comparing the results of Italian incumbent companies with pure digital players and with American companies.

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