Mobile customer relationship management: an explorative investigation of the Italian consumer market

Mobile customer relationship management (CRM) services seem to have all the characteristics commonly associated with successful mobile services and have accordingly been predicted to be among the most promising. However, real development of this sector has not been well explored so far, especially in relation to the actual supply of mobile CRM services to the public. The purpose of this paper is to reduce this gap by giving a first snapshot of the current development of the supply of mobile CRM services to consumers taken in the context of the Italian market. In order to do so, it firstly proposes a conceptual framework indicating the relevant aspects to investigate for assessing this kind of environments: the market, value propositions, actors and issues. Then it applies this framework to get an overview of the supply of mobile CRM services in Italy and provides some empirical insight about its current development obtained through an exhaustive survey of the current supply of 750 services from 353 firms.