Fatores críticos de sucesso no lançamento do IPTV (internet protocol television) pelas empresas de telefonia no Brasil e análise de atributos, benefícios e valores

• Main Author: Ramos, Marcio Martins Rocha
• Publication Date: 2007
• Format: Master thesis
• Language: por
• Source: Repositório Institucional da Universidade Federal Fluminense (RIUFF)
• dARK ID: ark:/87559/0013000004w4s
• Download full: https://app.uff.br/riuff/handle/1/17523
• topic: Gestão de empresa; Telefonia; Ciclo de vida do produto; Inovação tecnológica; Serviço ao Cliente; Controle de Qualidade; Internet; Operadoras de telefonia; Brasil; Critical success factors; product life cicle; Brazilian TELCOS; CNPQ::ENGENHARIAS::ENGENHARIA DE PRODUCAO

The Telecommunications Operators (TELCOS) have been suffering an increasing attack from the new technologies that are "stealing" customers and reducing the assets of the traditional fixed telephony service. One of these new technologies is VOIP (Voice over Internet Protocol). A reaction of the operators is to act in the segment of content distribution and in this context a new technology called IPTV (Television Internet Protocol) appears, it can offer TV based on Internet Protocol, that allows video on demand and others services, beyond the traditional cable TV service. With the performance in this new segment, Telcos want to compensate the losses caused for the conjunctural fall of the demand for fixed telephony service and the performance of cable TV companies in this segment, and still, to create new business-oriented chances. It becomes necessary to know which the factors will influence the success of this service, and to analyze the related variable of the potentials consumers, or either, to evaluate which the true desires and necessities of the future customers. Therefore, the proposal of this research is to identify the critical factors of success of the IPTV through the opinion of executives of the companies in this market. Moreover, another proposal is to carry through the attributes, benefits and values analyzes in the vision of a potential costumers sample, with the application of the Means-end Chains methodology. Another used theoretical reference is the study of the Critical Factors of Success based on the works of Rockart that defines the Critical Factors of Success as being a limited number of areas where satisfactory results are absolutely necessary to a particular manager reaches its objectives. The information is analyzed in accordance with the Kolmogorov Smirnov statistic. Through the application of this methodology, the hypotheses are corroborated or refuted, resulting in conclusions and suggestions for future works.