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Previous issue date: 2014-09-12 / The mobile industry is constantly changing mainly due to technological advances, in recent decades; we noticed an increasenumber ofusersvery expressive. Furthermore, in recent years, we noticed too it was realizedthat the way users communicate is changing. If the device before telephone was used for communication between two people simultaneously, currently the communication has to be net worked between people, services and "things". Like this the cell has acquired a function of connecting people to people, people services and business people. In this context, the aim of this study was to describe the possible future scenarios from 2015 to 2020for mobile telephony in Brazil and the impact on profitability of the sector. The primary data for the study were collected through interviews with professionals of vast experience and the secondary data through exploratory and literature searches. The methodology used to identify trends and uncertainties variables was intuitive and logical, through morphological analysis, the variables were correlated so that we obtained our possible scenarios, called: Scenario 1- Deceleration: characterized by the growth of data traffic but no increase profitability; Scenario 2-Morethan Expected: characterized by the growth of data traffic, increase in data Arpu, but would not increase the profitability of the sector; Scenario 3-Dream Consumption: characterized by grow thin data traffic and profitability, as the industry would have a change in the business model; and finally we Scenario 4-Continuity: by traffic growth, continued investment and profitability by controlling expenditure.With the possible scenarios mapped, it was observed that the mobile phone will continue to develop, fueled by the growth of data traffic, however, profitability does not necessarily accompany this pace. For profitability companies the growth of data traffic, identified the need to review the business model, so that the phone companies can capture new revenue generated by this type of traffic (data-services /applications). / O setor de telefonia m??vel est?? em constante transforma????o devido ao avan??o tecnol??gico e,nas ??ltimas d??cadas, percebeu-seum crescimento em n??mero de usu??rios bastante expressivo. Al??m disso, nos ??ltimos anos, notou-se que a forma de se comunicar dos usu??rios est?? se modificando. Se antes o aparelho de telefone era utilizado para uma comunica????o entre duas pessoas, atualmente passou a ser em rede, entre pessoas, servi??os e "coisas". Com isso, o celular adquiriu fun????o de ligar pessoas a pessoas, pessoas a servi??os e pessoas a neg??cios. Nesse contexto, o objetivo deste trabalho foi descrever os poss??veis cen??rios prospectivos de 2015 a 2020 para a telefonia m??vel no Brasil e o impactona rentabilidade do setor.Os dados prim??rios para a pesquisa foram colhidos em entrevistas com profissionais de vasta experi??ncia e os dados secund??rios por meio de pesquisas explorat??rias e bibliogr??ficas. A metodologia utilizada para identificar as tend??ncias e as vari??veis de incertezas foi a l??gica intuitiva. Por meio de an??lise morfol??gica, as vari??veis foram correlacionadas, o que gerou quatro poss??veis cen??rios denominados: Cen??rio 1-Desacelera????o: caracterizado pelo crescimento do tr??fego de dados, por??m sem aumentar a rentabilidade; Cen??rio 2-Mais que Esperado: caracterizado pelo crescimento do tr??fego e do Arpu de dados, mas sem aumentoda rentabilidade do setor; Cen??rio 3-Sonho de Consumo: caracterizado pelo crescimento do tr??fego de dados e da rentabilidade, visto que o setor teria uma altera????o no modelo de neg??cio;e, por fim, obteve-se o Cen??rio 4-Continuidade: pelo crescimento do tr??fego e manuten????o dos investimentos e da rentabilidade por meio do controle das despesas.Com os poss??veis cen??rios mapeados, observou-se que a telefonia m??vel continuar?? se desenvolvendo, estimulada pelo crescimento do tr??fego de dados, entretanto,a rentabilidade n??o necessariamente acompanhar?? esse ritmo. Para que a rentabilidade acompanhe o crescimento do tr??fego de dados, identificou-se anecessidade de revis??o do modelo de neg??cio para que as operadoras de telefonia possam captar as novas receitas geradas por esse tipo de tr??fego (dados-servi??os/aplicativos).
| Identifer | oai:union.ndltd.org:IBICT/oai:132.0.0.61:jspui/722 |
| Date | 12 September 2014 |
| Creators | RIBEIRO, Adriana Macedo |
| Contributors | BARBERO, Edson Ricardo, OZAKI, Adalton Masalu, CAMPOS JUNIOR, Henrique de |
| Publisher | FECAP, Mestrado em Administra????o, FECAP, Brasil, Funda????o Escola de Com??rcio ??lvares Penteado |
| Source Sets | IBICT Brazilian ETDs |
| Language | Portuguese |
| Detected Language | English |
| Type | info:eu-repo/semantics/publishedVersion, info:eu-repo/semantics/masterThesis |
| Format | application/pdf |
| Source | reponame:Biblioteca Digital de Teses e Dissertações do FECAP, instname:Fundação Aramando Álvares Penteado, instacron:FAAP |
| Rights | http://creativecommons.org/licenses/by-nc-nd/4.0/, info:eu-repo/semantics/openAccess |
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