ENVIRONMENTAL STRATEGIC ANALYSIS ON VOIP (Voice Over Internet Protocol) SERVICES INDUSTRY IN TURKEY - TÜRKİYE’DEKİ TELEKOMUNİKASYON ENDÜSTRİSİ VOIP (Voice over IP) SEKTÖRÜNÜN STRATEJİK DIŞ ÇEVRE ANALİZİ

Year 2011, Volume: 9 Issue: 36, 115 - 136, 16.11.2012

Nihan Yıldırım Aslı Erbaş

Abstract

Abstract:

As a segment of telecommunication industry that is a
major supplier and driving force of almost all industries, VoIP
is an internet-based industry offering opportunities to
hardware and software producers and service providers, while
challenging the conventional telecommunication. For
developing competitive strategies, VoIP companies need to
understand their environment. By the aim of presenting a
strategic analysis framework that provides inputs to policy
makers, this paper analyzes the external strategic factors of
VoIP Services Industry in Turkey through practicing PEST,
Five Forces, Value Chain and partial SWOT analyses. These
environmental factors act as potential opportunities and
threats that need to be considered in industrial and corporate
strategy making processes. VoIP services industry has a
complex value chain where buyers and suppliers have high
bargaining powers. Besides threat and opportunities of
substitution are significant, causing an intense competition
that is also highly affected by social, economic and especially
legal factors as well as technological issues.

Özet:

Günümüzde telekomünikasyon sektörü, tüm diğer
sektörlere, bilgi ve iletişim altyapısı sağlayan kritik bir
tedarikçi olarak küresel ekonomide önemli bir rol
oynamaktadır. Telekomünikasyon endüstrisinin, VoIP (Voice
Over IP- Internet Protokolü üzerinden ses iletimi) alt sektörü
ise, donanım ve yazılım üreticilerine ve servis sağlayıcılara ses
iletişiminde düşük maliyet ve veri tabanlı yapısı gibi gelecek
fırsatları sunmakta, aynı zamanda da geleneksel
telekomunikasyonu tehdit etmektedir. Bu fırsatlar özellikle,
bilişim altyapılarını, çok kısıtlı kaynakları ile geliştirmek
amacı güden Türkiye gibi gelişmekte olan ülkeler açısından
önem taşımaktadır. Bu çalışma, Türkiye’deki VoIP hizmetleri
endüstrisindeki sektörel ve kurumsal strateji geliştirme
süreçlerine girdi sağlayabilecek bir çerçeve sunmak amacıyla,
PEST, Rekabet (Beş Güç), değer zinciri ve SWOT analizleri
uygulayarak Türkiye’deki VoIP servisleri endüstrisine, fırsat
ve tehdit teşkil eden çevresel stratejik faktörleri incelemektedir.
Çalışma sonuçları, karmaşık bir değer zincirine sahip bu
endüstride, alıcı ve tedarikçilerin pazarlık güçleri yüksek;
ikame tehdit ve fırsatlarının belirgin olduğu, teknolojik
faktörler kadar, sosyal, ekonomik ve özellikle yasal faktörler
endüstrideki rekabeti artırdığnı göstermektedir.

Keywords

Telecommunication, VoIP, Strategic Analysis, PEST, Industry Analysis, Value-Chain, SWOT.- Telekomünikasyon, VoIP, Stratejik Analiz, PEST, Rekabet Analizi, Değer Zinciri, SWOT.

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