Telstra: Embracing Digital Disruption and Transformation

1
Name:
Course
Professor’s name
University name
City, State
Date of submission

2
Introduction
Telstra is the biggest telecommunication company in Australia operating and building
telecommunication networks, internet access, market voices, pay television, mobile and other
products. However, digital disruption in the telecommunication industry has led to many
corporations which is requiring the companies to undergo a change in strategy to be more
customer centric and customer focused (Gilbert, 2015). Although 45% of Australian companies
don’t view digital disruption as a boardroom concern, Telstra digital disruption as a priority.
Telstra Digital disruption portfolio
For Telstra, digital innovation requires provision of value for both its employees and
customers. Disruption requires value exchange for every party involved. Telstra has made a
digital core in strategy and operational approach where the aim is to drive better experiences
with the customers. The organization has been trying to embrace the disruption and digital
transformation by combining significant investment in technology and the change in culture to
achieve long term digital transformational change (Karimi, and Walter, 2015). Telstra is
currently in the third year of its digital agenda.
Its digital disruption started with the creation of a retail digital channel group and
numerous contact centers. With its digital strategy, Telstra aims at expanding its digital
capabilities to meet a wider range of businesses. While implementing the digital disruption
strategy, the company had to be digitally aligned. All the digital operations needed to be part of
the intended primary operational framework. Telstra digital transformational portfolio has three