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Subject:
Mobile Usage and Trends in Italy, especially amongst young people
Category: Business and Money Asked by: harryfathom-ga List Price: $50.00 |
Posted:
09 Oct 2005 12:57 PDT
Expires: 23 Oct 2005 01:09 PDT Question ID: 578238 |
What are the interesting (exciting) trends in how young Italians are using mobile-phones? Ideally something to do with content or services, rather than just communications and messaging. My client is a sports company launching a mobile-portal in Italy, and they want some interesting, characterful info about the marketplace. Ideally the answerer will be Italian, or know the market well. Certainly will need to be able to read Italian. Please supply as much info as possible, with images if possible, and sources (incl weblinks). |
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There is no answer at this time. |
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Subject:
Re: Mobile Usage and Trends in Italy, especially amongst young people
From: myoarin-ga on 10 Oct 2005 15:31 PDT |
For some reason, Italy and Italian are poorly represented on GA. Some Researchers can get along in Italian, but there don't seem to be any natives or highly fluent speakers active. That may just be begging for refutation, but so much the better. Good luck |
Subject:
Re: Mobile Usage and Trends in Italy, especially amongst young people
From: frox-ga on 10 Oct 2005 17:16 PDT |
Not a Google Answer researcher, I will therefore just post a comment. I won't be able to get paid for this :-) so I won't be very organic or detailed. A general look to the Italian mobile market. The number portability that was theorically possible since quite long only recently has become easy and feasible, and the market has become very dynamic. The major carriers are TIM , Omnitel vodafone, Wind and Tre Tre (www.tre.it) has an interesting marketing strategy, concentrating on video-capable mbile phones sold at very low prices (starting from 1 Euro) but locked to their service. Example of their prices: Motorola A1000 99 Euros Nokia 6680 19 Euros Sony Ericsson K608i 19 Euros LG 8330 1 Euro A secondary market of "black-market technicians" unlocking the phones so that they are usable with any carrier has developed, with the legal alterniative being a short trip to neighbouring Switzerland, where the operation is done in almost every major mobile shop. A mail-order version of this activity might be interesting, after evaulating legalities and base of operations. Another interesting detail in tre's marketing strategy is that the company offers to pay the yearly state tax on cell phones (that is usually paid by the user) if you subscribe to some of their plans. Video-phoning is still rather expensive, and while technologically it is very appealing the cost of these types of calls makes them seldom usable by younger people. The development of messaging technologies has brought a large diffusion of SMS, with MMS (again) not being very developed because of cost issues. The contents market which is certainly more interesting. Apart more conventional services (news, sports news, etc.) via SMS, student-oriented services are going towards selling information via SMS. A typical example is www.studenti.it, which has opened a section (mobile.studenti.it) that (with a pre-paid account) offers the following services oriented towards helping students "cheat" at school Encyclopaedia: sends back short texts on topics regarding literature, history etc. Synonims and Antonyms: searches a theasurus Live tutor: ask a question, a human tutor will answer in max 15 minutes Latin translations: sending an sms with the first 3-4 words of a latin text will result in having the translations sent back via several SMS messages The cost of these services varies from 30 to 70 Euro Cents per query A strong but definitely saturated niche is selling desktops, ringtones and games via messaging systems. A large company wanting to penetrate aggressively the market might find an opportunity distributing free contents (e.g. games) with built-in support for rotating banners / ads. Another service that might be interesting to explore would be SMS broadcasting (a relayed many-to-many chat) Do you have more specific questions? |
Subject:
Re: Mobile Usage and Trends in Italy, especially amongst young people
From: harryfathom-ga on 10 Oct 2005 23:18 PDT |
Myoarin: thanks, that's interesting. Do you work for google? I was curious to know what % of researchers are US-based? Frox: thank you very much for your reply, it was useful. Especially the studenti bit. Do you work in the mobile industry? it sounds as if you might. |
Subject:
Re: Mobile Usage and Trends in Italy, especially amongst young people
From: frox-ga on 10 Oct 2005 23:37 PDT |
No, I don't work for the mobile industry, I work as an electronic publisher, and so I had several contacts with mobile service providers to licence them contents |
Subject:
Re: Mobile Usage and Trends in Italy, especially amongst young people
From: myoarin-ga on 11 Oct 2005 04:00 PDT |
Harry, No, I don't, that comment was just based on experience here and comments to an old question asking about Researchers' languages. You might read the FAQs to find out more about Researchers. There are several active who do not live in the States, a couple in Germany, at least one in England, one or two in the Philippines, one in Argentina and Canada, plus others countries, I am sure, but unless they mention the fact, one is very unlikely to notice since their English is so good. I am an American living in Germany. Nice that Frox provided an informative comment for you. Regards, Myoarin |
Subject:
Re: Mobile Usage and Trends in Italy, especially amongst young people
From: hih-ga on 12 Oct 2005 08:33 PDT |
you can take a look at these reports (free download): "The Netsize Guide" (download at http://www.netsize.com/?id=5&sid=1, you can download after registration) "24 Gennaio 2005 - Mobile VAS, è boom multimediale" (download at http://www.osservatori.dig.polimi.it/dettaglioEvento2.php, you can download after registration) hope it helps ciao |
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