THE ROLE OF TECHNOLOGY IN STRATEGY: CASE OF A WIRED PHONE SERVICE PROVIDER AND VOIP TECHNOLOGY

Abstract

In this paper, an exploratory research was conducted, based on literature research, documentary research and case study of a wired phone service provider in Brazil, in order to investigate the adoption impacts of voice over internet protocol technology in the competitive arena and in business models, as well as the raise of threats and opportunities. The internet telephony or VoIP, emerging technology considered disruptive, has shown to be a strategic application, allowing phone services offers without using the traditional phone wirelines, with equivalent or higher quality and lower prices, representing a real threat to traditional phone services. Based on the research results, it was concluded that VoIP technology has potential to threaten business models already established, intensifying technology obsolescence and causing changes in the regulatory background.