During 2020, the COVID-19 virus has been spreading, and Italy went in lockdown due to the pandemic. Italians began working, studying, communicating from home, and the Internet became essential for carrying out every activity: telecommunications became the yardstick of the efficiency of the country. This study aims to evaluate the impact of the emergency on people’s lives and habits. Thanks to the data collected at Vodafone, a telecommunications sector leader, and through the Facebook-Actionable-Insight platform, it was possible to measure the mobile traffic of more than 33.7 million users, analysing their lifestyles and habits during the lockdown. During this period, a data traffic surge was easy to predict, with people using the Internet for every daily activity: the congestion rate has increased in the suburban areas, while the big city centres were affected by depopulation due to the lockdown. From the analysis carried out, however, the trend hasn’t changed more than two months after the resumption of the business activities, but rather it seems to be stabilising. In the pre-COVID period, service delocalisation was at an early stage; now, from the data analysed, it appears to be speeding up even after the end of the emergency. The COVID-19 virus could become the catalyst for a revolution based on the ability of telecommunications operators to support the developments of the system: it is a great responsibility for sector leaders, but also an opportunity in a market that could significantly grow while becoming more and more competitive.
Nel corso del 2020 il Covid-19 ha dilagato e la penisola ha chiuso per pandemia. Gli italiani hanno dovuto attivarsi ‘da remoto’ per lavorare, studiare, comunicare. Ogni attività ha dovuto transitare dalla rete e le telecomunicazioni sono diventate metro di misura dell’efficienza del Paese. Questa ricerca si propone di valutare l’impatto dell’emergenza sulla vita e sulle abitudini dei cittadini. Grazie ai dati reperiti presso uno dei leader delle telecomunicazioni, Vodafone, e alla piattaforma utilizzata, Facebook-Actionable-Insight, è stato possibile misurare il traffico mobile di oltre 33.7 milioni di cittadini analizzandone stili di vita ed abitudini durante il lockdown. Durante questo periodo erano facilmente prevedibili l’impennata del traffico dati utilizzati per studio, lavoro, attività ludiche e commerciali, e lo spostamento della congestione di tale traffico nelle zone periferiche e suburbane, che ha svuotato i centri direzionali delle grandi città serrati per ordinanza. Dall’analisi effettuata, tuttavia, è emerso che, a oltre due mesi dalla ‘riapertura’, il trend non si è invertito, ma si è addirittura consolidato. La ‘delocalizzazione dei servizi’, in fase embrionale nel periodo pre-Covid, pare aver subito una repentina accelerazione che, dai dati esaminati, non sembra arrestarsi con la fine dell’emergenza. Il Covid-19 potrebbe risultare il catalizzatore di una vera e propria ‘rivoluzione’: alla base di tale rivoluzione la capacità degli operatori nelle telecomunicazioni di offrire un supporto efficiente agli sviluppi del sistema. Da qui una grande responsabilità per i leader del settore, ma anche un’enorme opportunità, in un mercato che potrebbe espandersi significativamente, pur diventando sempre più ‘difficile’ e competitivo.
2020, COVID-19: CRISIS OR REVOLUTION? TRANSFORMATIONS AND MARKETING STRATEGIES IN THE TELECOMMUNICATIONS SECTOR
RAIMONDO, CECILIA
2019/2020
Abstract
During 2020, the COVID-19 virus has been spreading, and Italy went in lockdown due to the pandemic. Italians began working, studying, communicating from home, and the Internet became essential for carrying out every activity: telecommunications became the yardstick of the efficiency of the country. This study aims to evaluate the impact of the emergency on people’s lives and habits. Thanks to the data collected at Vodafone, a telecommunications sector leader, and through the Facebook-Actionable-Insight platform, it was possible to measure the mobile traffic of more than 33.7 million users, analysing their lifestyles and habits during the lockdown. During this period, a data traffic surge was easy to predict, with people using the Internet for every daily activity: the congestion rate has increased in the suburban areas, while the big city centres were affected by depopulation due to the lockdown. From the analysis carried out, however, the trend hasn’t changed more than two months after the resumption of the business activities, but rather it seems to be stabilising. In the pre-COVID period, service delocalisation was at an early stage; now, from the data analysed, it appears to be speeding up even after the end of the emergency. The COVID-19 virus could become the catalyst for a revolution based on the ability of telecommunications operators to support the developments of the system: it is a great responsibility for sector leaders, but also an opportunity in a market that could significantly grow while becoming more and more competitive.È consentito all'utente scaricare e condividere i documenti disponibili a testo pieno in UNITESI UNIPV nel rispetto della licenza Creative Commons del tipo CC BY NC ND.
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https://hdl.handle.net/20.500.14239/253