摘要：The Colombian private wireless industry is plunged in a process of transformation and transition that there has put in question the model of business based exclusively on the advertizing investment. Although this one fulfills its targets in the ambience of the conventional antenna, in the on-line environment there are different the parameters of that they take control. This way, the main target of this article is to determine and to analyze the strategies of development of the digital environment in the Colombian wireless industry, which penetration terms of hearing is still successful, from the perspective of the operators. This approach has been possible thanks to the use of a qualitative methodological tool like the semistructured interview. The results aim that the nucleus of the business keeps on being in the conventional antenna and that the confidence of the success of the wireless mark is the base for the strategies implementation in the on-line environment.
关键词：Radio;TIC;Listener; User;Digital environment;Business model;Radio;TIC;Oyente; Usuario;Entorno Digital;Modelo de Negocio
