L’approccio strategico al mobile marketing. Un’indagine empirica sui clienti “Poste Mobile”

This work reflects on the diffusion of the mobile phenomenon in Italy. After a general overview of the development of this technology, the renewed approach of consumers in the buying process and the resulting marketing strategies adopted by the companies in the market. The study, highlights and deepens the use and expansion of purchasing and payment techniques through the use of mobile devices by highlighting business potential and criticality with regard to privacy safeguards Of users. In detail, the techniques used in mobile promotion, mobile commerce and the development of mobile proximity payment in Italy are analyzed. Finally, the paper presents an investigation into the use of mobile payment in Italy, conducted on the sample of users of the Poste Mobile service. [edited by Author]