O aperto da fiscalização por reguladores e o avanço da maturação do mercado de telefonia móvel estão forçando um novo cenário de negócios em telefonia móvel, voltado mais para a qualidade dos serviços do que à adição de novas linhas à base.
Desde que a Agência Nacional de Telecomunicações (Anatel) suspendeu as vendas de três operadoras nacionais em diversos Estados em julho, tem crescido o escrutínio no setor, em meio a maiores exigências de qualidade, ameaças de novas suspensões e até pedido de abertura de Comissão Parlamentar de Inquérito (CPI).
E isso deve ajudar a mudar a maneira como as operadoras direcionam seus esforços e investimentos em um mercado de mais de 250 milhões celulares, que começa a mostrar uma tendência de desaceleração no crescimento da base.
"O que se viu foi que o esforço comercial foi muito além do que a engenharia estava preparada", afirmou Vinicius Vargas, sócio do escritório de advocacia Barros Pimentel, responsável pela área de telecomunicações e tecnologia.
"Agora, o jogo muda e ao invés de buscar novos clientes você tem que preservar os que tem", afirmou Jacqueline Lison, analista do Banco Fator. "Com isso, fica muito mais importante fidelizar e qualificar sua base de clientes".
O forte crescimento na venda de novas linhas móveis tem perdido força nos últimos meses, à medida que o mercado chega a uma proporção de mais de uma linha móvel por pessoa. Apesar de esse já ser um movimento esperado pelas empresas, que têm buscado oferecer cada vez mais serviços de valor agregado, como dados e mensagens, o recente aperto da severidade do governo vai ajudar a acelerar essa mudança de jogo.
Assim, o setor se prepara para dar mais atenção não apenas à parte comercial do negócio, como também à melhoria da rede, no atendimento aos usuários e em menos interrupções de chamadas.
"Isso tira (as operadoras) da zona de conforto, os investimentos que eram feitos dentro do necessário para dar resultados, agora devem focar mais em qualidade", disse Karina Freitas, analista da Concórdia Corretora.
Outro ponto importante para as empresas será a recuperação ou fortalecimento da marca própria, para estabelecer um vínculo com a melhora de qualidade decorrente de novos investimentos.
"Dada uma competição acirrada e mais ou menos o mesmo nível de preço... deve haver tendência à escolha de operadoras que têm menos queda de chamada e maior percepção de qualidade associada à marca", afirmou a analista da BES Securities Jéssica Antunes.
Nesta semana, por exemplo, em audiência pública no Senado, o diretor de assuntos regulatórios da TIM, Mario Girasole, afirmou que a operadora levará "muito tempo" para recuperar sua imagem após as recentes notícias negativas sobre a subsidiária da Telecom Italia.
Além de ter tido suas vendas suspensas pela Anatel em 19 unidades federativas, nesta semana vazou um relatório da agência de que a TIM supostamente estaria derrubando chamadas telefônicas de propósito para forçar novas chamadas.
A Claro, do grupo América Móvil, e a Oi também tiveram as vendas suspensas em alguns Estados, embora em escala bastante menor, enquanto a Vivo, que não sofreu bloqueios, também foi requisitada a apresentar um plano de qualidade.
Regulador ativo
Advogados não enxergam risco de mudança de regras no setor, mas a postura mais rigorosa da Anatel preocupa, pois há sempre a possibilidade de uma nova suspensão das vendas.
Advogados não enxergam risco de mudança de regras no setor, mas a postura mais rigorosa da Anatel preocupa, pois há sempre a possibilidade de uma nova suspensão das vendas.
"Não vejo risco regulatório, tudo o que foi feito pela Anatel está dentro da lei da regulamentação das teles", disse Guilherme Ieno, sócio do escritório Koury Lopes Advogados. "O que se espera é que a agência não atue tanto só para apagar incêndio. Acho que ela deve buscar soluções antes de chegar a resoluções drásticas", ressaltou.
Já Vargas, do escritório Barros Pimentel, alertou que, apesar de a agência ter atuado dentro de suas atribuições, tem sido vista maior atividade fiscalizatória, o que deve continuar a fim de garantir o cumprimento dos planos. "A Anatel fiscalizava antes questões mais burocráticas, e agora aumentou fiscalização com qualidade", disse Vargas. "O mercado estava mal acostumado" acrescentou.
Mas Ieno alerta para a possível falta de recursos humanos da agência reguladora que, segundo ele, tem uma postura muito passiva na regulamentação, por se basear demais em informações repassadas pelas próprias operadoras em vez de aferições feitas em campo.
"Não precisava ter deixado chegar à situação que chegou; a gente sabe que as empresas são fiscalizadas um tanto ativamente, mas são elas que provêem os dados para a Anatel, que não tem condições de fazer uma fiscalização eficiente em campo", disse.
The tightening of oversight by regulators and the advancement of maturation of the mobile market are forcing a new business landscape in mobile telephony, geared more for the quality of services than the addition of new lines to the base.
Since the National Telecommunications Agency (Anatel) has suspended sales of three national operators in several states in July, has increased scrutiny in the sector amid higher quality requirements, threats of new suspensions and even request to open Parliamentary Committee of Inquiry (CPI).
And this should help change the way operators direct their efforts and investments in a market of over 250 million phones, which begins to show a trend of deceleration in the growth of the base.
"What we saw was that the marketing effort was far beyond what engineering was prepared," said Vinicius Vargas, partner at law firm Barros Pimentel, responsible for telecommunications and technology.
"Now, the game changes and instead of seeking new customers you have to preserve it has," said Jacqueline Lison, an analyst at Banco Fator. "It makes it that much more important to retain and qualify your customer base."
The strong growth in sales of new furniture lines have been weakened in recent months as the market reaches a ratio of more than one mobile line per person. Although this is already a move expected by the companies who have sought to offer more value added services such as data and messages, the recent tightening of the severity of the government will help accelerate this shift in the game.
Thus, the sector is preparing to give more attention not only to the commercial business, as well as improving the network, customer service and fewer interruptions of calls.
"It takes (operators) of the comfort zone, investments that were made to the extent necessary to give results, must now focus more on quality," said Karina Davis, an analyst at Concordia brokerage.
Another important point for companies is to recover or strengthen their own brand, to establish a link with the improvement of quality due to new investments.
"Due to fierce competition and more or less the same price level ... there must be a tendency to choose the carriers that have less call drop and higher perception of quality associated with the brand," said an analyst at BES Securities Jessica Antunes.
This week, for example, at a public hearing in the Senate, the director of regulatory affairs TIM, Mario Girasole, said the carrier will take a "long time" to restore its image after recent negative news about the subsidiary of Telecom Italia.
Besides having had their sales suspended by the FCC in 19 federal units, this week a leaked report from the agency that TIM was supposed to be dropping calls on purpose to force new calls.
Claro, America Movil group, and Hi were also suspended sales in some states, although in much smaller scale, while Vivo, which suffered no locks, was also requested to submit a quality plan.
Regulatory asset
Lawyers do not see risk of changing rules in the industry, but the posture of stricter FCC worries, because there is always the possibility of a suspension of new sales.
"I do not see regulatory risk, all that was done by the FCC is within the law regulating the telcos," said Guilherme Ieno, partner at the firm Koury Lopes Advogados. "The hope is that the agency does not act so just to clear fire. I think she must find solutions before reaching resolutions drastic," he said.
Already Vargas, office Barros Pimentel warned that, although the agency has acted within its powers, has been seen more activity on surveillance, which should continue to ensure compliance with the plans. "The FCC oversaw more bureaucratic issues before, and now increased inspection with quality," said Vargas. "The market was spoiled" he added.
But Ieno alert to the possible lack of human resources regulatory agency, which he has a very passive stance on regulation by relying too much on information passed by the operators themselves rather than measurements made in the field.
"It need not have let the situation get that arrived, we know that companies are audited quite actively, but they are the ones that provide the data to the FCC, which is unable to make effective monitoring in the field," he said.
Since the National Telecommunications Agency (Anatel) has suspended sales of three national operators in several states in July, has increased scrutiny in the sector amid higher quality requirements, threats of new suspensions and even request to open Parliamentary Committee of Inquiry (CPI).
And this should help change the way operators direct their efforts and investments in a market of over 250 million phones, which begins to show a trend of deceleration in the growth of the base.
"What we saw was that the marketing effort was far beyond what engineering was prepared," said Vinicius Vargas, partner at law firm Barros Pimentel, responsible for telecommunications and technology.
"Now, the game changes and instead of seeking new customers you have to preserve it has," said Jacqueline Lison, an analyst at Banco Fator. "It makes it that much more important to retain and qualify your customer base."
The strong growth in sales of new furniture lines have been weakened in recent months as the market reaches a ratio of more than one mobile line per person. Although this is already a move expected by the companies who have sought to offer more value added services such as data and messages, the recent tightening of the severity of the government will help accelerate this shift in the game.
Thus, the sector is preparing to give more attention not only to the commercial business, as well as improving the network, customer service and fewer interruptions of calls.
"It takes (operators) of the comfort zone, investments that were made to the extent necessary to give results, must now focus more on quality," said Karina Davis, an analyst at Concordia brokerage.
Another important point for companies is to recover or strengthen their own brand, to establish a link with the improvement of quality due to new investments.
"Due to fierce competition and more or less the same price level ... there must be a tendency to choose the carriers that have less call drop and higher perception of quality associated with the brand," said an analyst at BES Securities Jessica Antunes.
This week, for example, at a public hearing in the Senate, the director of regulatory affairs TIM, Mario Girasole, said the carrier will take a "long time" to restore its image after recent negative news about the subsidiary of Telecom Italia.
Besides having had their sales suspended by the FCC in 19 federal units, this week a leaked report from the agency that TIM was supposed to be dropping calls on purpose to force new calls.
Claro, America Movil group, and Hi were also suspended sales in some states, although in much smaller scale, while Vivo, which suffered no locks, was also requested to submit a quality plan.
Regulatory asset
Lawyers do not see risk of changing rules in the industry, but the posture of stricter FCC worries, because there is always the possibility of a suspension of new sales.
"I do not see regulatory risk, all that was done by the FCC is within the law regulating the telcos," said Guilherme Ieno, partner at the firm Koury Lopes Advogados. "The hope is that the agency does not act so just to clear fire. I think she must find solutions before reaching resolutions drastic," he said.
Already Vargas, office Barros Pimentel warned that, although the agency has acted within its powers, has been seen more activity on surveillance, which should continue to ensure compliance with the plans. "The FCC oversaw more bureaucratic issues before, and now increased inspection with quality," said Vargas. "The market was spoiled" he added.
But Ieno alert to the possible lack of human resources regulatory agency, which he has a very passive stance on regulation by relying too much on information passed by the operators themselves rather than measurements made in the field.
"It need not have let the situation get that arrived, we know that companies are audited quite actively, but they are the ones that provide the data to the FCC, which is unable to make effective monitoring in the field," he said.
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