La catena del valore nel mobile marketing _ secondo Valerio Sudrio

D’accordo con le indicazioni di approccio alla materia forniteci dalla Mobile Marketing Association, con Mobile Marketing Value Chain ci riferiamo alla catena composta da tutti i player del settore che permettono l’ideazione, la produzione, la diffusione e la fruizione da parte degli utenti di contenuti e servizi per i device mobile.

I manager hanno usato le indicazioni di Porter per identificare le unicità tecnologiche ed economiche di questo business e ne hanno evidenziato i collegamenti principali. Infatti, citando Porter, solo una volta identificati i rapporti nella catena essi possono concentrarsi sulle proprie competenze principali in modo tale da solidificare la loro posizione nel mercato.

“A company can collaborate with another company that will add value, this second company can perform another handoff, and this process continues through the industry value system until the customer consumes the product.”



Chiamata anche Mobile Marketing Ecosystem, la catena del valore mobile è composta da 4 sfere strategiche fortemente interconnesse:

Products&Services (brands, proprietari dei contenuti e agenzie pubblicitarie),
Applications (distinti fornitori di applicazioni
Connection (aggregatori ed operatori wireless)
Media&Retail ( media, negozi virtuali, “brick’n mortar”).

Queste quattro sfere lavorano insieme per fornire un’esperienza ricca all’utente finale. La Value Chain nel Canale Mobile è il percorso attraverso il quale vengono congiunti l’area Product&Services e l’utente mobile.

La domanda ovviamente è il motore di tutto il processo. Per mettere in moto questo motore e quindi generare la domanda prodotti, servizi eventi e contenuti vengono promossi contemporaneamente all’azione via mobile attraverso la spera Media&Retail composta appunto dai vari canali tradizionali.

The Mobile Observer

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