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Marketing in the Wireless Context


  • Lele Dainesi

    () (Vodafone Italia)

  • Antonella Zucchella

    () (University of Pavia)


The first-generation mobile computing enabled analogue voice and no data, the second-generation enabled digital voice and some data the third-generation will enable digital voice and high-speed data, the fourth-generation should enable IP based voice and multimedia data. Then fifth-generation will involve all of the above, but the devices (as we know them) will begin to disappear and computing and communications should start making a leap to invisible or ubiquitous computing. The core issue for market players now is determined by the evolving nature of the wireless market in terms of users, focusing in particular on the re-thinking of market segmentation, according to new parameters and to the interpretation of users' needs.

Suggested Citation

  • Lele Dainesi & Antonella Zucchella, 2002. "Marketing in the Wireless Context," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Market-.
  • Handle: RePEc:sym:journl:21:y:2002:i:1

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    File Function: First version, 2002
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    References listed on IDEAS

    1. Jean-Jacques Lambin & Silvio M. Brondoni, 2001. "Ouverture de 'Market-Driven Management'," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Market-.
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