Prospects of the ICT sector in Greece

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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
Study of the ICT sector in Greece: Current Situation and Future Trends Deliverable 14: Prospects of the ICT sector in Greece-policy implications the profits from the acquisition of ICT equipment. The field of entertainment / recreation is considered a preferential field of growth, with potentially more intense positive effects in larger parts of the population. However, sector-based content that may attract the interest of large groups of firms as potential users should also be a field for further exploration. Extroversion efforts Extroversion is usually the answer to a small sized domestic market, but it is not an easy strategy for all. Firms that meet the necessary characteristics of size and capabilities can at first turn towards the neighboring countries. Thus, they could benefit from the total entrepreneurial activity that is being developed there during the last decade by important Greek firms. Till today, this extrovert behavior has involved only the box-moving. However, this trend slows down in favor of some integrated IT services. The first area can stimulate profitability with ‘easier’ sales, but cannot be applied for a long period of time, since the pressure from the local and international competition increases. Emphasis on services of high value added could be more enduring and therefore yield more benefits for ICT firms in the long-term. Firms that are starting to show some extroversion are growing in number, indicating some signs of a know-how that can be exported, at least by the innovators. Besides, the implementation of important large scaled IT projects in Greece has offered some additional experience and has upgraded the local capabilities. In any case, such extrovert initiatives should intensify, as time is not an ally. Opportunities may still exist, but the corresponding local sectors in the neighboring countries develop rapidly and could soon substitute the role of Greek ICT firms in these markets. Thus, they may even represent a threat for the Greek ICT sector in the long-term. At the same time, their enforcement may render that environment more favorable for investors, this leading to a possible withdrawal of foreign investors’ from Greece. Consequently, a rapid undertaking of initiatives towards that direction is required, at least from those firms that seem to have this capability. At the level of Public policies for the Information Society Public policies for the Information Society influence the demand directly or indirectly, but at the same time they shape the environment in which firms of the sector operate. We have already mentioned the actions and the objectives of the policies that are implemented or planned for the future. These policies are well targeted, while their success can in fact speed up the diffusion of Information Society in Greece. In the following section, we shall attempt October 2006 Observatory for the Greek IS 43
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Prospects of the ICT sector in Greece

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