The paper highlights the transformation of the relationships between energy firms and customers by the web. In fact, it aims to demonstrate that mobile marketing and strategy may raise the switching rates and hence, the competition among energy companies. That is the goal of the liberalisation processes of public services. Thus, the main aim of this paper is to demonstrate how mobile marketing and strategy are central tools in the liberalisation and privatisation processes. To this, end secondary data from different sources have been used.
Keywords: mobile marketing, mobile commerce, energy marketing, energy trading, market of energy, customers, public services
Cite as: Iovino, F., & Migliaccio, G. (2020). Mobile marketing and strategy by energy companies. International Journal of Public Sector Performance Management, 6(3), 310-326. https://doi.org/10.1504/IJPSPM.2020.107764