Elección del consumidor y efectos de red locales en el mercado de telecomunicaciones móviles de Colombia // Consumer choice and local network effects in the Colombian mobile telecommunications market

Autores/as

Palabras clave:

telecomunicaciones móviles, efectos de red, análisis de elección discreta, elección de los consumidores.

Resumen

El objetivo de este artículo es analizar el grado de los efectos de red en el mercado móvil de telecomunicaciones en Colombia, e identificar otros determinantes de la elección del consumidor basándose en una encuesta de usos y hábitos realizada por el Centro Nacional de Consultoría para la Comisión de Regulación de Comunicaciones en el año 2016. A partir de esa encuesta se realizó este estudio que muestra que no existen diferencias regionales en la adopción de operadores en Colombia, y que el atractivo de los diferentes operadores depende del tamaño total del operador al cual se quiera suscribir el usuario. Este hallazgo significa que el mercado relevante se debe definir a nivel nacional y que las estrategias de precios de los operadores deben ser de carácter nacional y no regional. También se encuentra que en la elección de operador son determinantes claves el sexo de las personas, la edad, el estrato, el gasto mensual en servicios móviles, el tipo de plan y el número de llamadas que se realizan. Por último, los usuarios prefieren al operador que les brinde la mayor experiencia por lo cual es un determinante clave a trabajar por parte de los operadores de servicios móviles en Colombia.

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The objective of this article is to analyze the degree of network effects in the mobile telecommunications market in Colombia, and identify other determinants of consumer choice based on a survey of uses and habits carried out by the National Consulting Center for the Commission of Regulation of Communications in 2016. Based on this survey, this study was conducted which shows that there are no regional differences in the adoption of operators in Colombia, and that the attractiveness of the different operators depends on the total size of the operator to which the user wishes to subscribe. This finding means that consumers are not likely to be affected by other people's choices within their local area but rather by the overall size of the network. The relevant market must be defined at the national level and the pricing strategies of the operators must be national and not regional. It is also found that in the choice of operator key factors are gender, the age, the stratum, the monthly expenditure on mobile services, the type of plan and the number of calls made. Finally, users prefer the operator that offers them the greatest experience, which is why it is a key determinant to work for operators of mobile services in Colombia.

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Publicado

2019-10-30

Cómo citar

Correa, A. (2019). Elección del consumidor y efectos de red locales en el mercado de telecomunicaciones móviles de Colombia // Consumer choice and local network effects in the Colombian mobile telecommunications market . Revista De Métodos Cuantitativos Para La Economía Y La Empresa, 28, 160-182. Recuperado a partir de https://www.upo.es/revistas/index.php/RevMetCuant/article/view/3502

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