This paper is organized as follows: the Part 1 illustrates different approaches to the definition of mobile marketing and mobile advertising and the structure of this sector providing an analysis on mobile advertising value chain. The Part 2 provide general information about the macro-economic situation in Italian Telco market, comparative analysis within the major players with a particular attention on marketing strategies. In the Part 3 the deep analysis about Vodafone Italy will be provided in order to evaluate existing company strategy and digital strategy in particular highlighting the role of mobile marketing within it. The Part 4 presents two different case studies about the mobile advertising sector describing it specific characteristics from the strategical and technical point of view. At the end, a conclusion draws final remarks and results of the research.
La tesi è organizzata come segue: Parte 1, illustra I differenti approcci alla definizione di mobile marketing e mobile advertising e un analisi della value chain del mobile advertising. La Parte 2, fornisce informazioni generali sulla macro-economia del mercato Telco italiano, ed un’analisi comparativa tra i maggiori player, con una particolare attenzione sulla strategia marketing. La parte 3, fornisce un’analisi dettagliata su Vodafone Italia, per poter valutare la strategia esistente nella compagnia ed evidenziare in particolare il ruolo del mobile marketing in essa. La parte 4, presenta due differenti casi di studio sul settore del mobile advertising, descrivendo caratteristiche specifiche sia dal punto di vista strategico che da quello tecnico. In fine, le conclusioni traggono le considerazioni finali ed i risultati della ricerca.
Mobile advertising : an innovative approach of a Telco operator
SIMANINA, ELENA
2010/2011
Abstract
This paper is organized as follows: the Part 1 illustrates different approaches to the definition of mobile marketing and mobile advertising and the structure of this sector providing an analysis on mobile advertising value chain. The Part 2 provide general information about the macro-economic situation in Italian Telco market, comparative analysis within the major players with a particular attention on marketing strategies. In the Part 3 the deep analysis about Vodafone Italy will be provided in order to evaluate existing company strategy and digital strategy in particular highlighting the role of mobile marketing within it. The Part 4 presents two different case studies about the mobile advertising sector describing it specific characteristics from the strategical and technical point of view. At the end, a conclusion draws final remarks and results of the research.File | Dimensione | Formato | |
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2011_07_Simanina.pdf
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Descrizione: Testo della tesi
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https://hdl.handle.net/10589/21705