Marketing in Wireless Context


  • Lele Dainesi
  • Antonella Zucchella



Marketing, Internet, Wireless, Wireless Technologies, Mobile Communications, Industrial Age, Information Age, Convergence


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.

Author Biographies

Lele Dainesi

Strategy and Business Development Manager Vodafone-Omnitel Italia

Antonella Zucchella

Full Professor of Marketing, University of Pavia




How to Cite

Dainesi, L., & Zucchella, A. (2002). Marketing in Wireless Context. Symphonya. Emerging Issues in Management, (1), 66–81.