Análise mercadológica para a implementação da tecnologia FTTH: uma aplicação do método SWOT / Marketing analysis for FTTH technology implementation: an application of SWOT method

AUTOR(ES)
DATA DE PUBLICAÇÃO

2009

RESUMO

The fiber optics is a transmission system that has been used to enable products that need high bandwidth, such as the telephone system, videoconferencing, local area networks (LANs), downloads of large files etc. In Brazil, we found an increased number of fiber optic networks. This ratify its advantages in relation to metal wire cable (immunity to electromagnetic interference, ability to transport high volumes of information, abundant material, like cables, price to decline etc.) beyond the appearance of new broadband services. The FTTH (Fiber-to-the-Home) is a technology that enables access to broadband connections in homes by 100% in optical fibers, providing services that, in general, require high rates of speed, as streaming videos, online transactions, communication of large data files, digital TV, fast Internet access, telephony can reach speeds of 10Mbps up to 1Gbps. This dissertation considered a marketing analysis for the implementation of FTTH technology using the method SWOT (Strengths, Weaknesses, Opportunities and Threats). We also consider the basic concepts of value, cost and price in order to better understand when it becomes an opportunity or threat. Thus, the analysis was composed by four dimensions: strengths, weaknesses, opportunities and threats. The strengths and weaknesses are related with internal factors that influence the analysis (human resources, organizational and physical) and opportunities and threats considered external factors (customers, market, environment, competitors, substitutes, suppliers, new entrants in the market and buyers). For each SWOT dimension were defined indicators (quantitative and qualitative) to be complete if the strengths and opportunities are greater than the weaknesses and threats. We could verify that on the internal factors (strengths and weaknesses) companies in general are good, with trained and qualified employees to act their role, they have research centers to provide solutions compatible with the market, cost and quality required and an appropriate organizational structure to absorb new technology. As a concern, even though the infrastructure networks index in optical fiber has grown, we need to expand it to meet the projected future needs for broadband. As to external factors (opportunities and threats), we identified a trend of increasing number of Internet users with access from home, users have the most a family income above 20 minimum income (brazilian metrics of income), provision of the Brazilian government to encourage growth the use of broadband, stable prices of existing products but when compared with other countries, they are high and did not find potential for new entrants in this market. Furthermore, some inhibitors, such as high cost, low quality of services, need for launching applications with new features, current infrastructure requires expansion beyond the need for strong management of suppliers, as are many. Thus it appears that there are good opportunities and forces to FTTH-based services and believe that FTTH technology is very promising for the future of broadband if they are changed some settings to lower product prices and increase the portfolio of services offered to generate greater demand. We also verify that the largest Telephone Operators are launching products based on this technology, such as Telefonica and BrT.

ASSUNTO(S)

estudo de mercado do ftth ftth telecomunicacoes ftth análise de viabilidade do ftth ftth swot analysis analysis of ftth feasibility análise swot do ftth ftth market study

ACESSO AO ARTIGO

Documentos Relacionados