o setor de telefonia móvel do brasil após o smp: as estratégias das operadoras e a convergência fixa-móvel the mobile telephony sector in brazil after pms: operators' strategies and landline-mobile convergence
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2009
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Abstract
Este artigo analisa como a regulação do Serviço Móvel Pessoal (SMP), implementada pela Anatel em 2001, alterou a estrutura do mercado e as estratégias das operadoras do setor de telefonia móvel no Brasil, entre 2002 e 2007. Foi realizada uma pesquisa qualitativa e um estudo de caso múltiplo acerca das maiores operadoras do setor: Vivo, Tim, Claro e Oi. Diante da análise setorial e da influência de fatores externos sobre a estrutura do mercado, adotou-se o referencial teórico clássico de estratégia competitiva a fim de se entender as estratégias das operadoras. Adotou-se também um referencial mais específico do setor de telecomunicações, com destaque para trabalhos que discutem a convergência entre as telefonias fixa e móvel. Entre as conclusões do trabalho estão os efeitos de caráter deliberado das mudanças na regulação sobre as estratégias empresariais do setor, entre elas a adoção generalizada de estratégias de custo até o lançamento de serviços inovadores no mercado nacional, caracterizados pela integração entre as operadoras de telefonias fixa e móvel, promovendo estratégias de diferenciação, claramente representadas pela formação de dois grupos estratégicos: um com serviços convergentes do tipo bundle e relações de quase integração vertical entre operadoras fixas e móveis e outro com serviços convergentes entre operações de telefonia fixa e móvel verticalmente integradas.
This article analyzes how PMS (Personal Mobile Service) regulation made by Anatel in Brazil in 2001 changed the market structure and the operators' strategies for the telephony sector between 2002 and 2007. It was carried out a quantitative research and a multiple case study about the main operators in Brazil: Vivo, Tim, Claro and Oi. According to this sector analysis and the influence of external factor as regards the market structure, the classic theoretical reference of competitive strategy was used to better understand the operators' strategies. It was also used a more specific reference for the telecommunications sector featuring the works related to the convergence between the landline and mobile telephony. Within the conclusions of this paper, there are the effects related to cost strategy until the rollout of innovative service on a marketwide basis. They are deemed by the integration between the operators of landline and mobile telephony by promoting strategies of differentiation clearly presented by the formation of two strategic groups: the former related to convergent services bundle type and relations of quasi-vertical integration between the landline and mobile operators and the latter related to convergent services between vertically integration landline and mobile operators.
This article analyzes how PMS (Personal Mobile Service) regulation made by Anatel in Brazil in 2001 changed the market structure and the operators' strategies for the telephony sector between 2002 and 2007. It was carried out a quantitative research and a multiple case study about the main operators in Brazil: Vivo, Tim, Claro and Oi. According to this sector analysis and the influence of external factor as regards the market structure, the classic theoretical reference of competitive strategy was used to better understand the operators' strategies. It was also used a more specific reference for the telecommunications sector featuring the works related to the convergence between the landline and mobile telephony. Within the conclusions of this paper, there are the effects related to cost strategy until the rollout of innovative service on a marketwide basis. They are deemed by the integration between the operators of landline and mobile telephony by promoting strategies of differentiation clearly presented by the formation of two strategic groups: the former related to convergent services bundle type and relations of quasi-vertical integration between the landline and mobile operators and the latter related to convergent services between vertically integration landline and mobile operators.
| Reference Key |
quintella2009revistao
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|---|---|
| Authors | ;Rogério H. Quintella;Márcio Andrade Costa |
| Journal | revista univap |
| Year | 2009 |
| DOI |
10.1590/S0034-76122009000100007
|
| URL | |
| Keywords | Keywords not found |
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