Prospects of the ICT sector in Greece

Study of the ICT sector in Greece: Current Situation and Future Trends
Deliverable 14: Prospects of the ICT sector in Greece-policy implications
to a more efficient acquisition of know-how and technology developed abroad, leading to
innovative products / services that fulfill the needs of Greek firms.
Focusing on the willing, but cautious potential ICT users: Targeted useroriented
strategies
Although consolidation has been limited until today, the technological convergence of IT–
Telcos leads to more integrated services of higher added -value. These services work
beneficially for the sector in two ways: on one hand leading to more extensive use of the
existing ICT users, as their increasing and more complex needs are being satisfied, while on
the other hand by attracting new users. These two target groups require different
approaches: those that are already members of the Information Society (e.g. Internet users)
seem rather sensitive on issues of cost. Hence, reduction of cost and improvement of
provided services and content can enhance the use of ICTs. As for the potential users, given
the technophobia and the “denial” regarding the use of ICTs for certain categories of firms
and population, the efforts should probably focus on the so-called ‘willing’ potential users,
those that are still hesitant. Attracting them is important for the enlargement of the sector,
since they will contribute to achieving an important critical mass of ICT users, which in turn
could improve the overall level of ICTs use in the socio-economic activities of the country.
In any case, ICT firms should henceforth approach those potential clients by means of selling
the services offered and not the system itself. In the past, the emphasis on the system and
on its technological integrity might have worked positively towards achieving high sales’
volume. At this point what should be advertised today are the tangible benefits that the
adoption of the system will bring to the life of the citizen or the firm. The return on
investment must be justified in terms of cost, productivity, as well as in terms of convenience
for the citizen’s everyday activities or even in their entertainment, a field that seems to
represent a possible growth area for the future.
Investments in infrastructures: consolidated services, high value added
and digital content
Firms from the telecommunication sector should intensify their investments in broadband
infrastructures, in order to acquire their own core network. This will allow them for more
flexibility and they will be able to provide a bundle of integrated services. An important factor
for the slow penetration of Internet in Greece is the lack of Greek digital content. ICT firms
should turn towards that direction either by developing digital content and relevant software
or in collaboration with content providers (publications, radio-television firms etc). These
actions lead to products / services that could attract new categories of users and maximize
October 2006
Observatory for the Greek IS 42