Submitted by Celso Magalhaes (celsomagalhaes@ufrrj.br) on 2018-03-15T12:12:02Z No. of bitstreams: 1 2016 - Celia Regina de Souza Caldas.pdf: 2562125 bytes, checksum: 963804d7cc59b2a3215a6dfd314fe5b0 (MD5) / Made available in DSpace on 2018-03-15T12:12:02Z (GMT). No. of bitstreams: 1 2016 - Celia Regina de Souza Caldas.pdf: 2562125 bytes, checksum: 963804d7cc59b2a3215a6dfd314fe5b0 (MD5) Previous issue date: 2016-12-14 / 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. / A avalanche de novos servi?os disponibilizados em plataformas que viabilizam tecnologias de voz sobre dados, como a TV por internet, v?deos em tecnologia streaming e a comunica??o WhatsApp passaram a fazer parte do cotidiano dos consumidores, o que sobrecarregam as redes das operadoras de telecomunica??es e acirra a competitividade no mercado. O cen?rio remete a uma necess?ria mudan?a de comportamento no setor, paralelo a uma essencial revis?o da regulamenta??o existente. Este estudo analisa os impactos do mercado regulado das telecomunica??es em pleno processo de converg?ncia com a ind?stria de TI, onde a regulamenta??o exerce dupla influ?ncia sobre a ind?stria: garantir a ordem nos servi?os de telecomunica??es e, por outro lado, um risco ofensor de desvantagem na competitividade e freio da inova??o em uma economia digital. Com base nos aportes das teorias de VBM e VBR, desenvolveu-se uma pesquisa de car?ter explorat?rio, realizada atrav?s de estudo de caso ?nico e revis?o bibliogr?fica, sob a lente dos impactos regulat?rios na competitividade. Os dados foram coletados atrav?s de entrevista semiestruturada do corpo estrat?gico de uma operadora de telecom, sendo tratados de forma qualitativa. As an?lises apontaram para uma descoberta: a regulamenta??o como forte influenciadora no posicionamento estrat?gico, pode ser nociva ? competitividade e deflagra??o da ind?stria quando n?o consegue acompanhar a evolu??o e o dinamismo do setor. Com isso, a operadora em estudo prop?e um novo modelo de neg?cio pautado numa estrat?gia de agrega??o de servi?os de TI sobre telecom, indicando uma alternativa de inovar dentro de um mercado regulado. Entende-se que um modelo de operadora, mais leve, ?gil e digital, ? necess?rio na consolida??o de uma ?Telco Digital?. Espera-se, com a estrat?gia delineada, enfrentar com ?xito o processo de transforma??o da ind?stria e manter no mercado um modelo vi?vel e sustent?vel de operadora na economia digital