Analysis of Actual and Potential Customer of Mobile Communications in Italy: A Study of Socio-Cultural Factors Influencing Mobile Phone Use.
Maurizio Soverini, Simonetta Armato, Mirella Belotti, Mario Fumi andConcetta Perone Telecom Italia Mobile, Italy.
PROBLEM DEFINITION
Today, the Italian mobile phone market is continuing to enjoy a period of explosive growth that is attracting an ever wider and more various audience: "Italy is currently reported to be Europes largest mobile communications market with a penetration rate of 21.1%."1In particular, in recent years the introduction...