Made available in DSpace on 2016-04-04T18:31:27Z (GMT). No. of bitstreams: 1 Samuel Henrique Bucke Brito.pdf: 1387680 bytes, checksum: 834df870cb2d343934c3414e4eb9bb6c (MD5) Previous issue date: 2008-12-04 / The actual Brazilian telecommunications environment is very dynamic and competitive, demanding the adoption of a new convergent services oriented business model to rebuild operators revenues and avoid churn. It is in this context that the objective of this work is to develop a methodology to subsidize the telecommunications operators within the hard process of elaborating strategies to make feasible the IPTV. This work brings a pluralist methodology based in the concepts decrypted on the modern economy s innovation model to guide the development of a business analysis in which can be found the complementary study of the following features: socio-economic, technological and regulatory. There was elaborated a roadmap to logically sort the analysis sequence, making this work development easier to comprehend. After that the methodology proposed in this work is applied to build a descriptive analysis to stimulate the systemic think in the search to comprehend the acceptance level of IPTV. The socio-economic study traces the probable target audience of this service, as well the regions that could be the first places to offer it. On the technological study there are presented hybrid environments where the traditional cooper wires are combined with the optical-fiber at the access networks. Finally the regulatory study discuss the restrictions existed within the Brazilian legislation that actually make infeasible the offer of this service until these laws are reviewed. This works confirms that the adoption of a pluralist approach with socio-economic, technological and regulatory features can really offer a systemic comprehension of the market and the complementary relationship between its parts. This methodology can be a reliable source to support the process of elaborating new business models in Brazil. / O atual cen?rio brasileiro das telecomunica??es se apresenta bastante din?mico e competitivo, o que requer a ado??o de um novo modelo de neg?cios orientado a servi?os convergentes para recompor a receita das operadoras e reconquistar a fidelidade dos clientes. ? nesse contexto que o objetivo deste trabalho ? o de desenvolver uma metodologia que possa subsidiar as operadoras de telecomunica??es no dif?cil processo de elabora??o de estrat?gias que tornem vi?vel a oferta IPTV. A metodologia utilizada se ap?ia em uma an?lise pluralista baseada nos fundamentos propostos no modelo de inova??o da economia moderna para nortear a an?lise de neg?cios em que s?o apresentados os aspectos s?cio-econ?mico, tecnol?gico e pol?tico-regulat?rio. Foi elaborado um roadmap especificamente para organizar de maneira l?gica a seq??ncia da an?lise com o intuito de tornar o seu desenvolvimento mais coeso. Ap?s a apresenta??o da metodologia proposta nesse trabalho ? encontrada a sua aplica??o pr?tica em uma an?lise de natureza descritiva para estimular o pensamento sist?mico na busca pela compreens?o do n?vel de aceita??o da IPTV. O estudo s?cio-econ?mico indica o prov?vel p?blico-alvo desse servi?o inovador, bem como define as regi?es que devem iniciar a oferta. No estudo tecnol?gico ? apresentado o uso dos cabos tradicionais de cobre combinados ?s fibras ?ticas nas redes de acesso. Finalmente o estudo regulat?rio discorre sobre as fortes restri??es que a atual legisla??o brasileira imp?e e que inviabilizam a oferta desse servi?o no cen?rio nacional at? que haja uma revis?o das leis. A conclus?o desse trabalho veio a confirmar que a ado??o de uma abordagem pluralista com aspectos s?cio-econ?mico, tecnol?gico e pol?tico-regulat?rio oferece uma compreens?o sist?mica do mercado e da rela??o de complementaridade entre todos os seus elementos, o que permite embasar de maneira mais contundente o processo de elabora??o de novos modelos de neg?cios.