Entre oportunidades e recursos: a estratégia competitiva de uma operadora no mercado regulado das telecomunicações

Abstract

The avalanche of new services available on platforms that enable voice-over-data technologies such as Internet TV, streaming technology videos and WhatsApp communication have become part of consumers' daily lives, which overwhelm telecommunications and wireless carriers Competitiveness in the market. The scenario refers to a necessary change of behavior in the sector, parallel to an essential revision of the existing regulation. This study analyzes the impacts of the regulated telecommunications market in the process of convergence with the IT industry, where regulation has a dual influence on the industry: ensuring order in telecommunication services and, on the other hand, an offensive risk of disadvantage in the Competitiveness and restraint of innovation in a digital economy. Based on the contributions of the VBM and VBR theories, an exploratory research was developed, carried out through a single case study and bibliographic review, under the lens of the regulatory impacts on competitiveness. Data were collected through semi-structured interview of the strategic body of a telecom operator, being treated in a qualitative way. The analysis pointed to a finding: regulation as a strong influencer in strategic positioning can be harmful to the competitiveness and deflagration of the industry when it can not keep up with the evolution and dynamism of the sector. With this, the operator under study proposes a new business model based on a strategy of aggregation of IT services over telecom, indicating an alternative to innovate within a regulated market. It is understood that an operator model, lighter, agile and digital, is necessary in the consolidation of a "Telco Digital". It is hoped, with the strategy outlined, to successfully face the process of transformation of the industry and to maintain in the market a viable and sustainable model of operator in the digital economy.