{"id":42605,"date":"2023-04-30T18:03:53","date_gmt":"2023-04-30T22:03:53","guid":{"rendered":"https:\/\/www.sisinternational.com\/?page_id=42605"},"modified":"2026-05-05T16:49:29","modified_gmt":"2026-05-05T20:49:29","slug":"pesquisa-de-mercado-de-servicos-de-comunicacao","status":"publish","type":"page","link":"https:\/\/www.sisinternational.com\/pt\/pericia\/pesquisa-de-mercado-de-servicos-de-comunicacao\/","title":{"rendered":"Communication Services Market Research | SIS International"},"content":{"rendered":"
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Comunica\u00e7\u00e3o Services Market Research<\/a><\/h1>\n
\"Pesquisa<\/figure>\n<\/p>\n

Os servi\u00e7os de comunica\u00e7\u00e3o dizem respeito a indiv\u00edduos, organiza\u00e7\u00f5es e outras entidades. \u00c9 como essas entidades trocam informa\u00e7\u00f5es, ideias ou mensagens entre si. Esses servi\u00e7os podem abranger v\u00e1rias tecnologias, plataformas e m\u00e9todos.<\/p>\n

Por exemplo, os servi\u00e7os de comunica\u00e7\u00e3o baseados em voz s\u00e3o um dos m\u00e9todos. Isso inclui chamadas telef\u00f4nicas tradicionais e servi\u00e7os de protocolo de voz sobre Internet (VoIP). Tamb\u00e9m inclui outras ferramentas de comunica\u00e7\u00e3o baseadas em voz. Exemplos s\u00e3o chat de voz em jogos online, reuni\u00f5es virtuais e mensagens de voz.<\/p>\n

Existem tamb\u00e9m servi\u00e7os de comunica\u00e7\u00e3o baseados em texto. Isso inclui mensagens de texto, e-mail, mensagens instant\u00e2neas, aplicativos de bate-papo e plataformas de m\u00eddia social. Tamb\u00e9m consiste em todas as outras formas de comunica\u00e7\u00e3o escrita utilizadas para troca de mensagens. Ele compartilha informa\u00e7\u00f5es e permite a intera\u00e7\u00e3o com outras pessoas.<\/p>\n

Outro m\u00e9todo s\u00e3o os servi\u00e7os de comunica\u00e7\u00e3o baseados em v\u00eddeo. Isso inclui videochamadas, videoconfer\u00eancias e mensagens de v\u00eddeo. Tamb\u00e9m inclui outras plataformas que permitem comunica\u00e7\u00e3o por v\u00eddeo em tempo real ou gravada. Os servi\u00e7os de comunica\u00e7\u00e3o baseados em v\u00eddeo funcionam tanto para indiv\u00edduos quanto para grupos.<\/p>\n

Os servi\u00e7os de comunica\u00e7\u00e3o colaborativa s\u00e3o outro tipo. Isso inclui ferramentas e plataformas que permitem a colabora\u00e7\u00e3o de equipes ou grupos. Eles tamb\u00e9m permitem que as partes se comuniquem em tempo real. Exemplos s\u00e3o software de gerenciamento de projetos, plataformas de compartilhamento de documentos e ferramentas de colabora\u00e7\u00e3o em equipe.<\/p>\n

Existem tamb\u00e9m m\u00eddias sociais e servi\u00e7os de networking. Isso inclui plataformas de m\u00eddia social, f\u00f3runs online e outras comunidades online. Estas comunidades facilitam a comunica\u00e7\u00e3o e a intera\u00e7\u00e3o entre indiv\u00edduos ou grupos com interesses comuns.<\/p>\n

Os servi\u00e7os de radiodifus\u00e3o e comunica\u00e7\u00e3o de m\u00eddia incluem televis\u00e3o, r\u00e1dio, podcasts e outras plataformas de m\u00eddia. Essas plataformas divulgam informa\u00e7\u00f5es, not\u00edcias ou entretenimento para um p\u00fablico amplo.<\/p>\n

Os servi\u00e7os de comunica\u00e7\u00e3o baseados na Internet incluem ferramentas de comunica\u00e7\u00e3o que dependem da conectividade com a Internet. Exemplos s\u00e3o webconfer\u00eancia, VoIP, e-mail e outros m\u00e9todos de comunica\u00e7\u00e3o online.<\/p>\n

Os servi\u00e7os de comunica\u00e7\u00e3o m\u00f3vel incluem servi\u00e7os de comunica\u00e7\u00e3o concebidos para dispositivos m\u00f3veis. Exemplos s\u00e3o aplicativos de mensagens m\u00f3veis, chamadas de voz e videochamadas.<\/p>\n

Os servi\u00e7os de comunica\u00e7\u00e3o de emerg\u00eancia incluem servi\u00e7os de comunica\u00e7\u00e3o utilizados durante emerg\u00eancias. Exemplos s\u00e3o sistemas de transmiss\u00e3o de emerg\u00eancia e sistemas de alerta p\u00fablico. Esses servi\u00e7os tamb\u00e9m incluem outros m\u00e9todos de comunica\u00e7\u00e3o usados para notifica\u00e7\u00f5es e respostas de emerg\u00eancia.<\/p>\n

Por que os servi\u00e7os de comunica\u00e7\u00e3o s\u00e3o importantes?<\/h2>\n<\/div>\n

Communication Services Market Research: How Leading Enterprises Identify Growth Pockets in Connectivity<\/h1>\n

Communication services market research has shifted from tracking ARPU and churn to mapping where enterprise spend migrates as networks, software, and devices converge. The buyers have changed. The decision criteria have changed. The winners are the firms that read the shift early.<\/p>\n

For VP-level leaders inside carriers, equipment manufacturers, managed service providers, and platform vendors, the question is no longer market size. It is which segments expand, which contract, and where margin actually accrues across the value chain.<\/p>\n

What Communication Services Market Research Now Covers<\/h2>\n

The category extends far beyond voice and data. It now spans private 5G deployments, SD-WAN and SASE adoption, UCaaS and CCaaS platforms, network APIs, fixed wireless access, satellite backhaul, and the embedded connectivity layer inside industrial equipment. Each segment has its own buyer, its own procurement cycle, and its own competitive logic.<\/p>\n

Effective communication services market research segments demand by use case rather than by product. A logistics fleet buying connected telematics is not the same buyer as a hospital deploying private wireless for medical IoT, even when the underlying SIM and spectrum profile look identical. Conflating them produces sizing models that overstate addressable market by a factor of two or more.<\/p>\n

The terminology matters. Total cost of ownership now includes spectrum lease, integration cost, lifecycle SLAs, and security posture, not only monthly recurring charge. Installed base analytics, particularly across legacy MPLS contracts approaching renewal, is where most growth pockets sit hidden.<\/p>\n

Where Enterprise Communication Spend Is Actually Migrating<\/h2>\n

Three movements define the current cycle. First, network functions are virtualizing onto cloud-native infrastructure, compressing margins for traditional hardware vendors and opening share for software-led entrants. Cisco, Nokia, and Ericsson are restructuring portfolios around this. Smaller players such as Celona and Athonet have built defensible positions in private 5G by selling to plant managers, not CIOs.<\/p>\n

Second, the buyer has moved. Operational technology leaders inside manufacturing, mining, ports, and utilities now control budgets that used to sit with telecom procurement. Their evaluation criteria reward determinism, uptime, and integration with existing PLCs and SCADA systems. Vendors selling on bandwidth and price lose these deals.<\/p>\n

Third, hyperscalers entered the network layer. AWS Wavelength, Azure Private MEC, and Google Distributed Cloud Edge changed how enterprises think about latency, sovereignty, and where compute lives relative to the radio. Carriers that treat hyperscalers as channel partners outperform those that treat them as competitors.<\/p>\n

What the Best Communication Services Research Programs Do Differently<\/h2>\n

Conventional vendor reports rely on shipment data and analyst surveys. They produce defensible sizing but miss the why. The firms making the right capital allocation decisions run primary research against the actual buyer, then triangulate against bill of materials economics and OEM procurement patterns.<\/p>\n

According to SIS International Research, B2B expert interviews with network architects, plant operations leaders, and CFOs at industrial buyers consistently surface a gap between stated vendor preference and actual purchase behavior.<\/span> Stated preference favors incumbent carriers. Actual contracts increasingly route through systems integrators and managed service providers who bundle connectivity with outcomes.<\/span><\/p>\n

SIS International’s competitive intelligence work across communications equipment supply chains in North America, Western Europe, and East Asia indicates that win-rate differentials between top and bottom quartile vendors correlate more strongly with reference-account density in the buyer’s vertical than with technical specification leadership.<\/span> The implication for product marketing is direct. Vertical proof points beat feature lists.<\/p>\n

The SIS Communication Services Opportunity Matrix<\/h2>\n

A useful framing for portfolio review separates segments along two axes: buyer migration velocity and margin durability.<\/p>\n

\n\n\n\n\n\n\n\n\n\n\n
Segment<\/th>\nBuyer Migration Velocity<\/th>\nMargin Durability<\/th>\nStrategic Posture<\/th>\n<\/tr>\n<\/thead>\n
Private 5G for industrial<\/td>\nHigh<\/td>\nHigh<\/td>\nInvest in vertical proof<\/td>\n<\/tr>\n
SASE and SD-WAN<\/td>\nHigh<\/td>\nMedium<\/td>\nCapture during MPLS renewal<\/td>\n<\/tr>\n
UCaaS commodity tier<\/td>\nLow<\/td>\nLow<\/td>\nHarvest, do not reinvest<\/td>\n<\/tr>\n
Network APIs (CAMARA)<\/td>\nEarly<\/td>\nHigh potential<\/td>\nBuild developer pipeline<\/td>\n<\/tr>\n
Fixed wireless access<\/td>\nMedium<\/td>\nMedium<\/td>\nGeographic selectivity<\/td>\n<\/tr>\n
Satellite IoT backhaul<\/td>\nMedium<\/td>\nHigh<\/td>\nPartner, do not build<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/figure>\n

Source: SIS International Research<\/em><\/p>\n

Methodologies That Surface Decision-Grade Insight<\/h2>\n

Sizing studies anchored only in secondary sources tend to repeat each other. The differentiated work uses four inputs in combination.<\/p>\n

Structured B2B expert interviews with named buyer roles produce the demand signal. Network architects, OT directors, and procurement leads each see a different slice of the decision. Interviewing one without the others yields a partial picture. Sample frames of forty to sixty interviews per geography, stratified by vertical, are typically sufficient for directional confidence.<\/p>\n

Competitive intelligence on supplier economics provides the supply signal. Bill of materials decomposition on radio units, optical transport, and CPE clarifies where margin actually sits and which suppliers are price-takers. This is where reshoring feasibility for components such as RF front-ends becomes relevant to forecast accuracy.<\/p>\n

Market entry assessments for new geographies require regulatory mapping against spectrum allocation, local content requirements, and data sovereignty rules. India, Brazil, Saudi Arabia, and Germany each impose distinct conditions that change the unit economics of any deployment.<\/p>\n

Voice of the Cliente<\/a> programs against the installed base close the loop. Renewal economics, expansion behavior, and competitive displacement risk surface only when current customers are interviewed against a structured framework rather than NPS surveys.<\/p>\n

Where Growth Pockets Sit for the Next Cycle<\/h2>\n

Three opportunities stand out for enterprises with the analytical rigor to act on them. Private wireless for mid-market manufacturing remains under-penetrated relative to greenfield logic. Network API monetization through frameworks such as GSMA Open Gateway is at the developer-acquisition stage that mobile app stores were at fifteen years ago. Aftermarket revenue strategy on connected industrial equipment, where the OEM owns the SIM and the data, is reshaping how communications spend gets booked.<\/p>\n

Each requires evidence the buyer has not yet been asked to provide. That is the work.<\/p>\n

Translating Research Into Capital Allocation<\/h2>\n
\"Pesquisa<\/figure>\n

The output of strong communication services market research is not a deck. It is a defensible answer to three questions: which segments deserve incremental capital, which deserve harvest, and which deserve exit. Boards approve investments when the evidence connects buyer behavior to unit economics to competitive position. Research that stops at market sizing leaves that connection unmade.<\/p>\n

SIS has supported these decisions for global communications equipment manufacturers, network operators, and industrial OEMs across 135 countries for over four decades. The methodologies are tools. The judgment about which tool fits which decision is what compounds over time.<\/p>\n

Sobre SIS Internacional<\/h2>\n

SIS Internacional<\/a> oferece pesquisa quantitativa, qualitativa e estrat\u00e9gica. Fornecemos dados, ferramentas, estrat\u00e9gias, relat\u00f3rios e insights para a tomada de decis\u00f5es. Tamb\u00e9m realizamos entrevistas, pesquisas, grupos focais e outros m\u00e9todos e abordagens de Pesquisa de Mercado. Entre em contato conosco<\/a> para o seu pr\u00f3ximo projeto de pesquisa de mercado.<\/p>\n

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Related SIS Resources<\/h3>\n