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

Abstract:As a segment of telecommunication industry that is amajor supplier and driving force of almost all industries, VoIPis an internet-based industry offering opportunities tohardware and software producers and service providers, whilechallenging the conventional telecommunication. Fordeveloping competitive strategies, VoIP companies need tounderstand their environment. By the aim of presenting astrategic analysis framework that provides inputs to policymakers, this paper analyzes the external strategic factors ofVoIP Services Industry in Turkey through practicing PEST,Five Forces, Value Chain and partial SWOT analyses. Theseenvironmental factors act as potential opportunities andthreats that need to be considered in industrial and corporatestrategy making processes. VoIP services industry has acomplex value chain where buyers and suppliers have highbargaining powers. Besides threat and opportunities ofsubstitution are significant, causing an intense competitionthat is also highly affected by social, economic and especiallylegal factors as well as technological issues.Özet:Günümüzde telekomünikasyon sektörü, tüm diğersektörlere, bilgi ve iletişim altyapısı sağlayan kritik birtedarikçi olarak küresel ekonomide önemli bir roloynamaktadır. Telekomünikasyon endüstrisinin, VoIP (VoiceOver IP- Internet Protokolü üzerinden ses iletimi) alt sektörüise, donanım ve yazılım üreticilerine ve servis sağlayıcılara sesiletişiminde düşük maliyet ve veri tabanlı yapısı gibi gelecekfırsatları sunmakta, aynı zamanda da gelenekseltelekomunikasyonu tehdit etmektedir. Bu fırsatlar özellikle,bilişim altyapılarını, çok kısıtlı kaynakları ile geliştirmekamacı güden Türkiye gibi gelişmekte olan ülkeler açısındanönem taşımaktadır. Bu çalışma, Türkiye’deki VoIP hizmetleriendüstrisindeki sektörel ve kurumsal strateji geliştirmesüreçlerine girdi sağlayabilecek bir çerçeve sunmak amacıyla,PEST, Rekabet (Beş Güç), değer zinciri ve SWOT analizleriuygulayarak Türkiye’deki VoIP servisleri endüstrisine, fırsatve tehdit teşkil eden çevresel stratejik faktörleri incelemektedir.Çalışma sonuçları, karmaşık bir değer zincirine sahip buendüstride, alıcı ve tedarikçilerin pazarlık güçleri yüksek;ikame tehdit ve fırsatlarının belirgin olduğu, teknolojikfaktörler kadar, sosyal, ekonomik ve özellikle yasal faktörlerendüstrideki rekabeti artırdığnı göstermektedir.

Anahtar Kelimeler:

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

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