Mobile Marketing: assets internally developed?

According to the School of Management ‘s Mobile Marketing Service of Politecnico di Milano, Italian Mobile Advertising has grown by 129% in 2013, exceeding 200 million euros. 20 million people are using their smartphones every day and almost half is interested in receiving advertising, coupons and digital services on is mobile device.
Italian companies have stopped to underestimate the mobile marketing and have started thinking about specific strategies to implement it, taking advantage of its unique features. But they have to choose between SMS, Mobile Apps and Mobile Websites developed internally or by third parties.
37% of the Marketer from large and medium-sized Italian companies have indicated the development of an internal asset the preferable choice. 29% have chosen the implementation of an internal platform, but with the addition of  devices developed by third parties for tactic sectors. 23 % have seen in an outdoor deck a mean to evaluate initiatives and strategies before developing something internal. Only 11 % were willing to entrust the implementation of these projects to external partners specialists in the field to not binding on resources and to delegate responsibility.
What Mobile Asset Italian companies use?
SMS still win, with an increase in volumes of 15% compared to 2012 (in 2013 there were more than 2.2 billion messages). Although there are some difference between sectors, objectives, cycle phase relationship supported and the size of the companies that use them, the SMS that push to continue the experience on another channel (Mobile Site, App or Call Center) are increasing everywhere .
Regarding Mobile Apps, companies that develop for the first time and those that enhance and implement the Apps developed in previous years are growing both. The most sparkling and innovative sector is Retail, where more than a third of Italian brands have one App. Some features are selected from the website, while others are designed specifically for that App. The most used development platforms are iOS and Android, but also Windows Phone.
And last, but not least in importance, the Mobile Sites. It seems that companies have finally realized that it is important to provide users with effective access via browsing from smartphone to increase traffic to mobile sites and to optimize operating costs and build “responsive ” and easier for user’s sites. Regarding the Mobile Commerce, the website optimized for mobile remains the most used tool.
In reality, there isn’t a winning recipe that explains what is better to use. Each case is different and tools that have made the fortune of some companies may not be appropriate for others.
The strategy is carefully consider a strategy that simultaneously exploits multiple channels and involves the use of both owners and third party’s assets ( maybe for lead generation, customer information acquisition, …).
Innovation do not stop and the Apps world is continuously evolving. For example, wearable devices that take advantage of augmented reality could lead to substantial changes in the mobile marketing future. Not to mention the geo-location advanced services, which are still rarely used in Italy.
We just have to wait.