In the current competitive markets, the biggest challenge for organizations is to apply the latest technologies, in order to be competitive and maintain their loyal customers. Their success depends on several factors, however it is essential to highlight the importance of organization’s ability to adapt to the fluctuating environment and customers’ needs evolution. Technologies have given customers wider access to broad markets with several sources of information and different ways of communication, to express their desires and needs, triggering organization’s adaption difficulty. The mobile technologies in particular represent one of these significative trends, because of their peculiarities with respect to other digital technologies, so they have a strong impact on the companies’ competitiveness. For this reason, this work focuses on the Smartphones and on the impact that they have on the relation between firms and final consumers. Therefore, this thesis focuses on mobile, specifically smartphones technology with the purpose to identify by the literature analysis, factors related to mobile evolution in terms of mobile users worldwide and technologies contributed in this evolution, in addition to the impact of this mobile evolution on organizations of different economic sectors worldwide. Subsequently, a qualitative on-field research aiming to validate and identify mobile key success factors has been conducted, in order to suggest a mobile strategy development for organizations by mapping successful real-life cases and identifying mobile market opportunities. The qualitative research followed the methodology of interviewing four organizations from different economic sectors worldwide to link the identified mobile factors to their work experience, determining mobile key success factors in the organization’s digital strategy, customer journey, and mobile integration with other channels, in addition to their developed mobile app and performance measurement of the mobile strategy. The result of this research is that mobile is a fundamental tool to engage with consumer because of its pervasiveness and widespread usage and the most efficient for real-time marketing, besides the support it provides to organization’s agility adapting to consumers’ needs. Nevertheless, a clearly defined mobile strategy is a fundamental key success factor for mobile in any organization. At the end, this thesis proposes to organizations to valorize creativity, entertainment, personalization and easiness of usage in the development of mobile services and mobile marketing.
All’interno degli attuali mercati competitivi, la sfida più grande per le organizzazioni è quella di rivolgersi alle tecnologie più recenti, al fine di essere competitive e mantenere i propri clienti fedeli. Il loro successo dipende da molti fattori, tuttavia è essenziale sottolineare l'importanza della capacità dell'organizzazione di adattarsi all'ambiente fluttuante e all’evoluzione delle esigenze dei clienti. Le tecnologie hanno generato ampi mercati e dato accesso ai clienti a più ampie fonti di informazione e diversi modi di comunicazione per esprimere i loro desideri e bisogni, portando le organizzazioni alla difficoltà di adattamento. Mentre il mobile è la tecnologia principale che integra questi canali di comunicazione in un unico singolo punto di contatto. Pertanto, questa tesi si concentra sul telefono cellulare, in particolare sullo smartphone con lo scopo di identificare attraverso la ricerca accademica i fattori relativi all'evoluzione del telefono cellulare, in termini di utenti di tutto il mondo e di tecnologie che contribuiscono a questa evoluzione, oltre all'impatto di questa evoluzione sulle organizzazioni di diversi settori economici in tutto il mondo. Successivamente, è stata effettuata una ricerca qualitativa sul campo volta a convalidare e ad identificare i fattori chiave del successo dei dispositivi mobili e allo scopo di suggerire una semplificazione dello sviluppo della strategia mobile alle organizzazioni per adottare dispositivi mobili all’interno della propria strategia aziendale, identificando casi di vita reale e opportunità di mercato mobile. La ricerca qualitativa è stata svolta con quattro interviste ad aziende di diversi settori economici in tutto il mondo per collegare i fattori identificati che mettono in relazione il cellulare alla loro esperienza lavorativa, definendo i fattori chiave di successo nella strategia digitale dell’organizzazione, nel percorso del cliente, nell’integrazione del cellulare con altri canali, app mobile e misurazione delle prestazioni della strategia mobile. Il risultato è che il mobile è lo strumento più significativo per interagire con i consumatori e il più efficiente per il marketing in tempo reale, oltre a supportare l'agilità dell'organizzazione ad adattarsi alle esigenze dei consumatori. Inoltre, una strategia mobile chiaramente definita è un fattore di successo fondamentale affinchè un’organizzazione possa beneficiare del mobile. Infine, questa tesi suggerisce implicazioni future per valorizzare la creatività, l'intrattenimento, la personalizzazione ed anche il facile utilizzo dei servizi mobili e marketing mobile al più alto livello possibile.
Mobile B2C market : mobile opportunities and some success cases
ABDALLAH, AHMED ESSAM SAYED METWALLY
2016/2017
Abstract
In the current competitive markets, the biggest challenge for organizations is to apply the latest technologies, in order to be competitive and maintain their loyal customers. Their success depends on several factors, however it is essential to highlight the importance of organization’s ability to adapt to the fluctuating environment and customers’ needs evolution. Technologies have given customers wider access to broad markets with several sources of information and different ways of communication, to express their desires and needs, triggering organization’s adaption difficulty. The mobile technologies in particular represent one of these significative trends, because of their peculiarities with respect to other digital technologies, so they have a strong impact on the companies’ competitiveness. For this reason, this work focuses on the Smartphones and on the impact that they have on the relation between firms and final consumers. Therefore, this thesis focuses on mobile, specifically smartphones technology with the purpose to identify by the literature analysis, factors related to mobile evolution in terms of mobile users worldwide and technologies contributed in this evolution, in addition to the impact of this mobile evolution on organizations of different economic sectors worldwide. Subsequently, a qualitative on-field research aiming to validate and identify mobile key success factors has been conducted, in order to suggest a mobile strategy development for organizations by mapping successful real-life cases and identifying mobile market opportunities. The qualitative research followed the methodology of interviewing four organizations from different economic sectors worldwide to link the identified mobile factors to their work experience, determining mobile key success factors in the organization’s digital strategy, customer journey, and mobile integration with other channels, in addition to their developed mobile app and performance measurement of the mobile strategy. The result of this research is that mobile is a fundamental tool to engage with consumer because of its pervasiveness and widespread usage and the most efficient for real-time marketing, besides the support it provides to organization’s agility adapting to consumers’ needs. Nevertheless, a clearly defined mobile strategy is a fundamental key success factor for mobile in any organization. At the end, this thesis proposes to organizations to valorize creativity, entertainment, personalization and easiness of usage in the development of mobile services and mobile marketing.| File | Dimensione | Formato | |
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https://hdl.handle.net/10589/139268