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Abstract(s)
A presente dissertação pretende investigar as novas dinâmicas de marketing que as
operadoras de telecomunicações estão a implementar para se destacar face ao crescimento
dos serviços Over-The-Top (OTT), como a Netflix, o WhatsApp e o YouTube.
Desta forma, o enquadramento teórico aborda a história das telecomunicações, as
principais temáticas provenientes da convergência entre os serviços OTT e as operadoras
de telecomunicações, e das estratégias de marketing implementadas pelo setor das
telecomunicações. Destacamos entre estas o Brand Equity, o Brand Loyalty e o Celebrity
Endorsement.
A investigação empírica consistiu num Estudo de Caso Único sobre a Vodafone
Portugal de modo a compreender que estratégias a operadora adota para se destacar num
mercado sobrelotado. Neste ponto percebemos então que fatores como a comunicação,
publicidade e inovação são elementos chave para a empresa enquanto marca num ambiente
de crescimento dos serviços OTT.
This dissertation aims to investigate which marketing dynamics are adopted by telecommunications operators in order to face the growing popularity of Over-The-Top (OTT) services as Netflix, WhatsApp and YouTube. In the theoretical framework, we focused on the history of telecommunications, the convergence between OTT services and telecommunications operators’ main subjects, and marketing strategies implemented by the telecommunications’ sector. Among those strategies we highlight Brand Equity, Brand Loyalty and Celebrity Endorsement. Finally, in the empirical research we opted for a single Case Study based on Vodafone Portugal in order to clarify which strategies this operator is developing to stand out in an overloaded market. The research found that communication, advertising and innovation as decisive factors to the company as a brand in the face of the growth of OTT services.
This dissertation aims to investigate which marketing dynamics are adopted by telecommunications operators in order to face the growing popularity of Over-The-Top (OTT) services as Netflix, WhatsApp and YouTube. In the theoretical framework, we focused on the history of telecommunications, the convergence between OTT services and telecommunications operators’ main subjects, and marketing strategies implemented by the telecommunications’ sector. Among those strategies we highlight Brand Equity, Brand Loyalty and Celebrity Endorsement. Finally, in the empirical research we opted for a single Case Study based on Vodafone Portugal in order to clarify which strategies this operator is developing to stand out in an overloaded market. The research found that communication, advertising and innovation as decisive factors to the company as a brand in the face of the growth of OTT services.
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Keywords
Telecomunicações Serviços OTT 5G Marketing Celebrity endorsement Telecommunications OTT services