Impact of Telstra's NBN Deployment

This assignment examines the multifaceted impact of Telstra's participation in Australia's National Broadband Network (NBN) project. It delves into how Telstra's role as a major infrastructure provider has affected internet service reliability, affordability for consumers, competition within the telecommunications market, and the overall advancement of broadband access across the country. The analysis incorporates news articles, company reports, and academic literature to provide a comprehensive understanding of Telstra's influence on Australia's digital infrastructure.

Running head: MANAGEMENT OF CHANGE
Management of Change
[Telstra, Australia]
Name of the student:
Name of the university:
Author note:

1MANAGEMENT OF CHANGE
Table of Contents
Q1:...................................................................................................................................................3
1.1 Identifying two different theoretical perspectives ontologies and world-views....................3
1.2 Explaining and critically discussing the key ideas in reference to the organizational
change-.........................................................................................................................................3
1.3 Two different definition of organization based on the two perspectives-.............................4
1.4 Brief explanation of link between each definition and underlying theoretical perspective-. 4
Q2:...................................................................................................................................................5
2a: Brief introduction of the organization-..................................................................................5
2b: Identifying the change that has happened or happening-......................................................5
2c: Finding the relevancy of identified definition with the change-............................................6
Q3:...................................................................................................................................................7
3a: SWOT analysis in table form to analyze the proposed change-............................................7
3a.1: Explaining, discussing and integrating the analysis-......................................................9
3a.2: Concluding the change management-.............................................................................9
3b: Critically evaluating the benefits & drawbacks of using SWOT to analyze the needs for
change (consider objectivist and social constructionist perspectives)-.......................................9
Q4:.................................................................................................................................................10
4.1 Identify, explain and critically assess the role of change agent-.........................................10
4.2 Applying the analysis to the change in Telstra-...................................................................11

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Q5:.................................................................................................................................................12
5.1 Define and critically discuss both problem-centric and dialogic approaches to change-....12
5.2 Briefly identify which theoretical ontology of organisational change (which you discussed
in question 1) underpins each-...................................................................................................13
5.3 Critically assess the benefits and drawbacks of each of these approaches to change
management-..............................................................................................................................14
5.4 Identify the preferable approaches to manage the change for Telstra with explanation-....15
References-....................................................................................................................................17

3MANAGEMENT OF CHANGE
Q1:
1.1 Identifying two different theoretical perspectives ontologies and world-views
Ontologies and world-views are two different philosophical views of looking at the
organizational change. Ontology occurs through a systematic approach and is felt by every
associated member. This means that organizations will undergo a change in a systematic way
from the ontology views. A systematic move may include many such as encouraging a learning
environment before reaching to a planned strategy. This can be done through training &
development process. On the other hand, world-view is related to an individual’s way of looking
at the world. This will entertain the traditional and the cultural background of the individual.
Decision made by the CEO of an organization is the one example of the world-view of
organizational change (Hayes, 2014).
1.2 Explaining and critically discussing the key ideas in reference to the organizational
change-
Both the theories provide different key ideas in context to the organizational change. An
ontological view is a continuous process that lasts for a significant time span. The perspective
attracts the involvement of different groups; however, they may have different roles to play. This
will indeed attract the valued contribution of employees as well as the middle and the top
managers. The ontological view is useful in some situations. On the other hand, this may fall flat
in situations where instant decision making is required (Muzio, Brock & Suddaby, 2013).
A world-view is different to the ontology in its orientation. It is rather an individual
process. A single person may take the sudden decision. This will involve the higher positions
such as the company’s CEO and the top managers. This is required sometimes when there is a

4MANAGEMENT OF CHANGE
need to take some real decision on changing the organizational hierarchy. The change of
leadership is one of such examples (Muzio, Brock & Suddaby, 2013).
1.3 Two different definition of organization based on the two perspectives-
From the ontological point of views, Organizational change can be defined as a collective
process where different levels of the organization are involved in the change management
process. All the members to support the change process by being at their position and
encouraging the change through their contributions as well (Muzio, Brock & Suddaby, 2013).
The world-view perspective of organizational change can be defined as an individually
oriented process where an urgent decision is made based on some facts. The decision may look
like as a sudden announcement; however, this also goes through some process. However, the
process is different to the process involved in the ontological perspective of organizational
change. The continuous process in world-view is restricted only to the top managers where they
conduct several meetings on a particular agenda to reach to a conclusion (Muzio, Brock &
Suddaby, 2013).
1.4 Brief explanation of link between each definition and underlying theoretical
perspective-
There is a link in between the two different perspectives. They share common values in
terms of getting the needed change to the organization. However, both the perspectives have a
very different approach to bring the felt change. World-view encourages the making of a sudden
decision whereas ontology is related to a continued process towards the desired change (Langley
et al., 2013).

5MANAGEMENT OF CHANGE
The underlying theoretical perspective between the two different views is to bring a
much-needed change in the organization (Langley et al., 2013).
Q2:
2a: Brief introduction of the organization-
Telstra is the largest telecommunication company in Australia. It builds the different
types of telecommunication devices such as fixed line, mobile & others and provides the
broadband services. The era of David Thodey (CEO) from 1010 to 2015 had witnessed notable
changes in the company in terms of sales and customer service. They are now more focused on
proving the utmost customer service. To enhance the customer service standard, the company
introduced the live chat facilities in 2011. The service enabled live chat facilities to its
customers. The service was a huge success and registered a whopping growth of 600% until
2013. This was indeed a very interesting move, which helped its customers to come closer to
Telstra. This was also beneficial for the company as Telstra will now have a much better
understanding of customer’s issues. Interestingly, the move has helped to reduce the number of
complaints. There was a significant drop in the number of complaints from 2010 to 2015
(Telstra.com.au, 2017).
2b: Identifying the change that has happened or happening-
The change is about to happen in Telstra. The proposed change is another step towards
bettering its customer service standard. They are in plan to enhance their broadband service
efficiency through expanding its internet network. The company will invest $36 billion to
improve its broadband service at the national level. However, the proposed goal will need some
change in the organization. The company in the leadership of David Thodey has planned some

6MANAGEMENT OF CHANGE
structural change, which will comprise hiring of few experts such as the appointment of chief
customer officer Gordon Ballantyne (Austlii.edu.au, 2017).
The appointment of chief customer officer will integrate sales & service into one single
unit. An Applications and Ventures Group will also be created. This will be headed by Deena
Shiff. The purpose of the investment is to enlarge the broadband network in the country. The
CEO has confirmed that the initiatives that will be taken and the appointments that have been
made are in line with the long-term strategy of Telstra. The long-term strategy of David Thodey
is to improve the customer service standard of Telstra. The move will prove their thought process
true (Austlii.edu.au, 2017).
The move follows the recent deal between the Telstra and the NBN Co. The deal had
attracted an $11bn investment. The CEO David Thodey is making successive investments to
improve the internet service network of Telstra and to enhance its customer service standard. The
appointment of chief customer officer is indeed a very bold move. This will change the number
of people who are on the board of directors group (Austlii.edu.au, 2017).
2c: Finding the relevancy of identified definition with the change-
The identified change process in Telstra looks relevant to both theoretical perspectives
such as Ontology and World-view. It is similar to Ontology as this will follow along continuous
process of network set up throughout the entire country. The setup process does not happen at
just one go. It rather requires a large number of workforces, which will be used to install the
network in the planned area. Additionally, they require a brief training on the needs work needs.
In this regards, it rather shows its orientation with the ontological views of organizational change
(Vogel & Güttel, 2013). It is very much relevant to the world-view as CEO David Thodey is

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responsible for the decision. The CEO has taken a decision, which will now be helped by the
others in order to fulfill the needs. The CEO requires the support of additional staffs that will be
needed to commence the network expansion project (MacKay & Chia, 2013).
Q3:
3a: SWOT analysis in table form to analyze the proposed change-
Strengths  It is Australia’s leading provider of
telecommunication services
(Austlii.edu.au, 2017)
 The company has an extensive range of
Service Portfolio
 Over 35,000 employees are serving
their contribution through their
different roles and from in different
countries (Austlii.edu.au, 2017)
Weaknesses  It has a very limited liquidity position
 The competition is much stiffer that
will affect its market shares
(Accc.gov.au, 2017)
 It has been affected from customer
service related escalations in past. This
is why the company is now much
focused on enhancing its customer

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service standard (Accc.gov.au, 2017)
Opportunities  Expansion is always there in the
telecommunication sector
(Accc.gov.au, 2017)
 The growing IT Services Market is an
enhanced opportunity
 The launch of 4G network will help to
increase the customer base. This is
indeed a growing industry where
customer base is expected to be
affected with the inception of every
new technology in broadband service
(Accc.gov.au, 2017)
Threats  Rapid technological change can be a
threat
 Strict regulations of governing body is
another threat that directly hampers the
cost-effectiveness that is a key to
success in the telecommunicating
industry (Communications.gov.au,
2017)
 Numbers of customers are increasing
for broadband and other mobile

9MANAGEMENT OF CHANGE
services, which will make things
tougher. This is because some
companies will go to select a cost-
effective approach or vice-versa
(Communications.gov.au, 2017)
Table 1: SWOT Analysis of Telstra
(Source: created by author)
3a.1: Explaining, discussing and integrating the analysis-
The SWOT analysis of Telstra has produced some useful points that support the
expansion target of the company. The company has been affected from the outage issue in the
past. The outage issue can be because of various reasons. However, an expansion of network will
mean that they are into a safe hand. Rightly so, the move will be facilitated with the help from
NBN Co., which is an owned company of Federal Government. The company will help Telstra
to roll out the panned network line through the entire nation. The move is expected not to
provide solutions only for expansion of broadband network but this will also ensure a quality
service. The deal will move in collaboration with the governing body. Hence, there will be a
close scrutiny on the network coverage. Additionally, there will be some relaxations as well such
as the relaxation of costs. Telstra will be able to get the required cables from NBN Co. This is
enough support to produce a cost-effective performance (Nbnco.com.au, 2017).
3a.2: Concluding the change management-
The change that is happening to Telstra may be a beneficial move for the company. This
is so because it will help to reach to a much wider customer base. Additionally, an improved

10MANAGEMENT OF CHANGE
customer service is also expected as the expansion will be brought in collaboration to the NBN
Co., which is a Federal Government owned company. However, the company needs to
continually focus on some more innovative strategies to enhance the level of customer service
(Baden-Fuller & Haefliger, 2013).
3b: Critically evaluating the benefits & drawbacks of using SWOT to analyze the needs for
change (consider objectivist and social constructionist perspectives)-
The need to change is probably identified based on the results of SWOT analysis. This
helps to know the weaknesses that a specific company has and is causing it to be less effective in
a specific external environment. In such circumstances, a change is felt as a solution to mitigate
the identified weaknesses and threats. They view this as an opportunity to mitigate the threats
and enhance their competitiveness. However, this may have some drawbacks as well as the
benefits. The intended change may or may not necessarily bring the desired result. This could
well be understood from the perspectives of objectivist and social constructionist (Sutherland,
Fine & Ashbourne, 2013).
Objectivist believes in creating something. It does not believe in what is made to believe.
More specifically, it believes in developing thoughts with the help of creation based on
individual capability. This perspective is in favor of the benefits that have been felt by Telstra
through its SWOT analysis. This is so because the perspective believes in creating something
based on the evidence. However, social constructionist, on the other hand, believes in created
things. It does not believe in looking for the requirement to change. More precisely, it does not
advocate the importance giving efforts to find the necessity of creation. According to this

11MANAGEMENT OF CHANGE
perspective, the decision of Telstra to go for an expansion based on the SWOT analysis may
prove to be a loss to it (Taghipour, 2014).
Q4:
4.1 Identify, explain and critically assess the role of change agent-
There are different roles that a change agent plays in an organizational change process. It
investigates the supportive environment prior to the change process. This helps to progress with
high chances of success. This will also help to analyze what resources are required for this
change to get effective. Advocacy is also required for an effective change management process.
This must be from an individual who can effectively communicate the needs for change.
Moreover, this will help the others to integrate with the process. Encouragement is another role
of a change agent that used to encourage the others who are being involved in the change
management process. Facilitation is another very important characteristic of a change agent.
Through this role, the change agent helps others in the process. The support can come in various
ways such as through some encouraging words such as the appreciation words or else (An,
2012).
Mediation is another very important characteristic that will try to resolve any conflict.
This is required indeed as conflicting thoughts are bound to happen in a change management
process. Change agent also plays the role of an advice that encourages it to rely on the expertise.
This is indeed required as a change management process cannot just happen without a prior
dedication from the experts in different domains. Management is one of the roles of a change
agent that keeps a good track of everything such as the set objectives of the project. The change
agent will ensure that everything is happening as planned (An, 2012).

12MANAGEMENT OF CHANGE
4.2 Applying the analysis to the change in Telstra-
A change agent is anyone who is responsible for the change process. The proposed
change process in Telstra is largely the creation of its CEO David Thodey. The one man is
involved in several changes that have been brought to the company in his era. In between the
2010-2015, the company has been able to lift its standard of customer service. There have been
escalations for its customer service standard in past. The company has been criticized on notable
occasions for network outage in past (News.com.au, 2017). The needs to expand its network may
prove to be a good move for the company. The proposed expansion will allow Telstra to work
with NBN Co., which is a federal government-owned company. The proposed change will not
only help it to expand its network but this will also help to provide a much better service to the
customers. The change will be brought by its collaborative work with the NBN Co. This will
help it to get the cable lines, which will effectively help to reduce the cost of service
(Theaustralian.com.au, 2017). The selection of chief customer officer is an initiation of a new
business unit that will be run by a one department Customer Sales and Service. This means that
the change will enhance its focus on both the sales and the post-sales service.
The CEO David Thodey needs to follow the different roles of change agent to ensure a
potential progress of the plan. The CEO has already investigated the available resources through
the SWOT analysis and has identified the needs to change. The first step in this change process is
to hire Gordon Ballantyne as a chief customer officer. The CEO has planned to integrate the two
different segments into a single business unit Customer Sales and Service. David Thodey will
now require playing the role of mediator when there is a requirement. This will help to mitigate
any conflicts if it is there. The CEO will also need to encourage the different staffs that will be
associated with this change management process. This is required to reduce the rate of attrition,

13MANAGEMENT OF CHANGE
which is critical to such projects. Facilitation will be another key for the CEO as this will help to
relate to everybody who is contributing to the change process. This will help to understand the
possible issues at the different levels. This will also encourage the CEO to provide necessary
support to the identified needs (Mitchell, 2013).
Q5:
5.1 Define and critically discuss both problem-centric and dialogic approaches to change-
There are two approaches to organizational change dialogic and problem-centric.
Dialogic approaches to organizational change can be defined as a culture that is part of the
specific organization. This means the organizations, which have their cultures to undergo
changes at the different point in time. Problem-centric approaches for organizational change are
different in its orientation. Such approach encourages the change process-centric to a highlighted
problem (Jacobs, van Witteloostuijn & Christe-Zeyse, 2013).
Dialogic approaches may draw some benefits and drawbacks as well. This will bring
beneficial aspects to those organizations that are strategically organized. They will be able to
tackle the challenges. However, those that are not organized might not be able to mitigate the
challenges. Nevertheless, a change process requires a clear understanding of the different
resource capabilities. Every organization does not have a clear analysis of their resource
capabilities. In such few cases, the dialogic approach might not live up to the expectations
(Jacobs, van Witteloostuijn & Christe-Zeyse, 2013).
On the other hand, a problem-centric approach is much familiar to many organizations.
They proceed towards the change process after identifying the needs for that. This will indeed
help to resolve the identified problem. However, this might also be problematic to few other

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organizations. They might not be able to identify the resources that will serve the purpose. An
unorganized progress in such a way could be a loss in varied ways. This could become
responsible for losses such as the human, the physical and the financial resources (Jacobs, van
Witteloostuijn & Christe-Zeyse, 2013).
5.2 Briefly identify which theoretical ontology of organizational change (which you
discussed in question 1) underpins each-
The two theoretical perspectives discussed in question 1 are Ontological and the World-
view. Both the theories have a common relation with the two approaches of change. The
ontological perspective underpins the problem-centric approach. The ontological perspective is
in the favor of creating something when the need is felt. The problem-centric approach preaches
the process of bringing change after identifying a problem. This means the creation of a stage
where the identified problem will no longer exist (Jacobs, van Witteloostuijn & Christe-Zeyse,
2013).
The world-view underpins dialogic approach. The world-view is a process of looking at
things from an individual's perspectives. It does not have the involvement of others in the
decision-making process. The dialogic approach preaches the same by recognizing the change
process as a part of an organizational culture. The dialogic approach is related to organizational
culture. The world-view can also be recognized as a part of an organizational culture (Jacobs,
van Witteloostuijn & Christe-Zeyse, 2013).
5.3 Critically assess the benefits and drawbacks of each of these approaches to change
management-

15MANAGEMENT OF CHANGE
Dialogic Approach Problem-Centric Approach
Benefits  The impact of all that is
involved is considered
 The communication is
constant and
comprehensive
throughout the process
 There is very little place
for corruption
 Action process is
comparatively quicker
 Change process is
predictable and are
understood by the
stakeholders
Drawbacks  There are risks for
inaccurate information
 The action period takes
a little longer to happen
 Change process is not
very clearly understood
by the stakeholders
 It cannot measure the
impact of change on the
organizational culture or
the human resources
 It does not involve any
appreciable inquiry of
relevant skills in
stakeholders
 Communication does
not happen through the
planning process
Table 2: Comparing Dialogic and Problem-Centric Approach
(Source: Jacobs, van Witteloostuijn & Christe-Zeyse, 2013)
5.4 Identify the preferable approaches to manage the change for Telstra with explanation-

16MANAGEMENT OF CHANGE
The required change in Telstra can be managed efficiently through the use of the
problem-centric approach. This is so because the approach encourages a predictable progress to
the stakeholders. Moreover, they will be certain of their roles & responsibilities in the proposed
change process. Additionally, the required data will be less prone to corruption. This will help to
get genuine outcomes. However, Telstra needs to work in some field to make it an even more
successful process. They need to select an appropriate number of human resources in order to get
the desired output. A healthy communication is also required throughout the change process.
Moreover, a clear idea of its impact on the people and the organizational culture is also required
(Jacobs, van Witteloostuijn & Christe-Zeyse, 2013).

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