Understanding Digital Enterprise and E-Business at Telstra Corporation Limited: A Comprehensive Report

In this document we will discuss about A Comprehensive Report and below are the summary points of this document:- The report focuses on Telstra Corporation Limited and aims to understand the concept of digital enterprise and electronic business. Telstra has successfully implemented digital enterprise or e-business, which has provided them with competitive advantages in their business. The report provides details on the current use of digital enterprise, critical evaluation of Telstra's use of digital enterprise, and recommendations to improve existing e-business initiatives.

Running head: COMPUTER INFORMATION SYSTEM
Computer Information System: Telstra Corporation Limited
Name of the Student
Name of the University
Author’s Note:

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Executive Summary
The main aim of this report is to understand the entire concept of digital enterprise and
electronic business for one of the most popular telecommunication company in Australia,
namely Telstra Corporation Limited. A proper establishment of this type of technology is
responsible for bringing several advantages and effectiveness in the business. Moreover, with
the successful implementation of digital enterprise or e business, Telstra has obtained various
competitive advantages in their business. This digital era would eventually place the demands
on the enterprises, which would run counter to most of the well known operating paradigms.
This report has hence provided every relevant details regarding digital enterprise and e
business in Telstra with customer interactions, employee motivation, effective collaboration
and communications and many other. An efficient recommendation is also provided in the
report for Telstra to improve their existing e business initiatives.

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Table of Contents
Introduction................................................................................................................................3
Discussion..................................................................................................................................3
1. Current Use of Digital Enterprise or E Business in Telstra...............................................3
1.1 Presence of Internet in Telstra Corporation Limited....................................................4
1.2 Current Status of Digital Enterprise or E Business in Telstra......................................5
1.3 Business Functions and Business Processes Supported by Digital Enterprise............6
1.4 Customer Interactions Supported by Digital Enterprise or E Business Initiatives......7
1.5 Relations with Business Partners Supported by E Business Initiatives.......................8
1.6 Process of Intra-Organizational Communications being supported by Digital
Enterprise or E Business Initiatives...................................................................................8
2. Critical Evaluation of Use of Digital Enterprise or E Business in Telstra.........................9
2.1 Process of Telstra Measuring Up against the Industry Norm and Best Practices........9
2.2 Strengths and Weaknesses of Telstra in Digital Enterprise or E Business..................9
2.3 Compliance of Digital Enterprise or E Business with Legal and Industry Standards10
2.4 Process of Dealing with Security and Privacy Issues................................................10
3. Identification of Digital Enterprise Participation with Proper Recommendations..........11
3.1 Plan for Implementation of Recommendation and Post Implementation Evaluation12
Conclusion................................................................................................................................13
References................................................................................................................................14
Introduction

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A digital enterprise can be referred to as the organization, which is utilizing
technology as their competitive advantages within its internal as well as external operations
(Zimmermann et al. 2015). The following report outlines a brief discussion on the digital
enterprise of e business details of the most popular and significant telecommunication
organization of Australia, called Telstra Corporation Limited. This particular organization is
the largest telecommunication organization that is solely responsible for building as well as
operating several telecommunication networks as well as market voice, pay television,
internet accessibility, mobile and even other products and services. They have been providing
products and services to their customers for the last 43 years and have become popular for
digital enterprise and electronic business. This report has provided various details of the
digital enterprise of Telstra with relevant suggestions.
Discussion
1. Current Use of Digital Enterprise or E Business in Telstra
Telstra Corporation Limited is one of the most important and significant
telecommunication organization in Australia. They have implemented digital enterprise and
electronic business in their organization (Telstra.com.au. 2019). The long term challenge for
the business is majorly present for remaining relevant to their digital customers. Hence, this
type of digital technology should be present at the core of what this particular organization is
doing and they have successfully implemented the digitalized transformation and hence is
proven to be extremely innovative, agile as well as competitive in nature.
The current use of electronic business or e business is also extremely stronger in
comparison to other Australian organizations (Henning 2016). The proper establishment of
network for the purpose of providing the faster wireless data service and hence the domestic
retail business is required to be made popular. This e business is more than of their e

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commerce and hence the e business is referred to better strategic focus by focusing on the
functionalities, which are occurring with the help of electronic capability and hence the
strategies are fulfilled eventually (Uhl and Gollenia 2016). Moreover, a major focus is given
to the adding up of revenue with the Internet connection for building as well as enhancement
of relations with the partners and customers for improvement of efficiency with an empty
vessel strategy.
1.1 Presence of Internet in Telstra Corporation Limited
Telstra Corporation Limited has kept Internet connection or accessibility within their
business majorly and several other activities or actions like trading of goods and services
online like e procurement majorly through the subsequent web site, electronic retailing, web
site marketing, utilization of the extranets, intranets and internet for the core purpose of
conducting research and then properly managing the business activities, online
communications like electronic mails, online training of the staffs like electronic learning
with the tools of e-business such as mobile phones, file transferring, video conferencing, EDI
or electronic data interchange and many more (Bossert 2016). Moreover, Telstra Corporation
Limited has effectively improved their communication methods with the help of Internet
connection and thus they have been termed as one of the major and the most significant and
important organizations in Australia.
Since, Telstra has customers from several parts of the world, it is extremely vital for
them to maintain 24 X 7 communication mode and customer support for making it much
easier to deliver several kinds of business related messages to the customers and employees,
who are associated to the company (Kane et al. 2015). Due to the effective and efficient
customer interaction and electronic mails, it is much easier for them to make proper
interactions in the business. Furthermore, Telstra Corporation Limited has also streamlined
their business related activities and then communicated extremely effectively with their

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clients and also generated new clients and customers for the purpose of reduction of business
expenses. The entire evolution of business has also become successful for internet presence in
Telstra.
1.2 Current Status of Digital Enterprise or E Business in Telstra
The current status of digital enterprise as well as e business in Telstra Corporation
Limited is much more effective and efficient in terms of other organizations in the
telecommunication sector (Skilton 2016). Telstra is obtaining some of the major and the most
significant advantages with the successful presence of digital enterprise in their business.
These advantages are as follows:
i) Better Communications: The first and the foremost advantages that the
organization has obtained from the current status of digital enterprise and electronic business
is better and effective communications (Norman 2014). They are able to undertake quicker
and easier communications and thus this type of effectiveness has reduced their
communication complexity to a higher level.
ii) Marketing Capabilities: The respective marketing capabilities are being
strengthened to a major level and then are reached to a certain limit after proper
considerations of marketing features. Since, Telstra is a worldwide famous organization, it is
quite vital for them to maintain their marketing capabilities in a better manner.
iii) Increased Operational Hours: The total operational hours are increased to a high
level and thus the existing and potential customers are satisfied with Telstra’s business
(Zimmermann et al. 2015).
iv) Better Opportunities: With the continuous use of digital enterprise and electronic
business, Telstra has got better opportunities in their business and hence they have been able
to adopt some of the new business models and tailored support of the customers.

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1.3 Business Functions and Business Processes Supported by Digital Enterprise
Telstra has several significant business functions and business processes in their
business, which help them in the successful attainment of competitive advantages (Weichhart
et al. 2016). The business functions and business processes that are being supported by the
digital enterprise or e business initiatives in Telstra Corporation Limited are as follows:
i) Governance: The better governance of each and every business function and
business process within the organization of Telstra has become successful for the presence of
business functions and business processes. This type of governance hence could be much
effective and efficient in respect to the other factors.
ii) Better Strategies: The second significant business function of Telstra is their better
business strategies (El Sawy et al. 2016). They have been successful in implementing these
types of strategies in the business for the proper development of strategies with the help of
digital enterprise in business.
iii) Marketing: An effective and better marketing of the business is the next
significant business function or business process in Telstra. Since, it is a worldwide
organization and they have customers in all over the world, it is extremely important and
significant for them to make better marketing capabilities (Behrendt, Richter and Riemer
2014).
iv) Financial Sector: The funding, management of budgets, financial controls as well
as audits and accounting are well managed by the financial sector of this organization and
this has become successful with the help of digital enterprise and electronic business in
Telstra.

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v) Human Resource Management: The next subsequent business function of Telstra
is their efficient human resource management (Jardim-Goncalves et al. 2013). With the help
of e business and digital enterprise, the human resources are managed in a better manner.
vi) Customer Services: Telstra has also enhanced the customer services to a higher
level and hence business efficiency has become successful with digital enterprises and e
business.
vii) Information Technology: The technological advancements are also improved
with the help of digital enterprise and e business and thus information technology is much
effective and efficient in comparison to other organizations (Chung, Lee and Choi 2015).
1.4 Customer Interactions Supported by Digital Enterprise or E Business Initiatives
Telstra Corporation Limited has got better customer interactions with the major help
of digital enterprise and e business initiative. The major reasons are as follows:
i) Expectation of Better Interactions: A better expectation is present and hence
customer interactions have been increased to a better level with the core help of e business
initiatives (Laudon and Traver 2016). With e business tools, Telstra has maintained their 24
X 7 customer services. Better communication with the customers is the most important and
significant requirement here.
ii) Customer Satisfaction: As all the customers are majorly responsible to fuel up any
specific business and hence when they are satisfied, it is evident that the business would be a
successful one (Wiengarten et al. 2013). With the help of effective communication with e
business initiative, customer satisfaction was enhanced in Telstra.
iii) Better Employee Motivation: With the help of digital enterprise and better
customer interactions, the organizational employees would be highly motivated while
working in the company. Better relationships hence could be built up with the staffs.

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iv) Improved Sales: The overall business sales will also be enhanced to a high level
and thus Telstra is enjoying better business efficiency and this would become possible only
with direct interaction with the customers (Bell, Bryman and Harley 2018).
1.5 Relations with Business Partners Supported by E Business Initiatives
The proper as well as effective relationship within the several business partners is
majorly possible with the help of digital enterprise and e business initiatives (Hsu 2013). This
could only be possible with an efficient collaboration between the business partners of
Telstra. Since, Telstra is worldwide popular organization, they have business partners in all
over the world and hence communication and collaboration should be highly enhanced for
bringing major profit in the company (McElheran 2015). Hence, such collaboration is only
possible with the help of digital enterprise and e business initiatives. The development of e
collaboration has become successful with the e business as well as competitive advantages
that are being provided to the business to business or B2B sector. This type of e collaboration
can be stated as the utilization of Internet as well as related technologies is present for the
core purpose of assisting the distant clients in exchange of information to properly interact
within the customers and suppliers of Telstra (Janita and Chong 2013).
1.6 Process of Intra-Organizational Communications being supported by Digital
Enterprise or E Business Initiatives
The intra organizational communications are closely related to the better interaction
within the various members of that particular organization like employees and executives
about several organizational matters like processes, changes and projects. The employee
commitment is informed, connected, engaged and then increased in Telstra with the help of
digital enterprise and e business initiatives (Mazzarol 2015). The business goals or objectives
are realized and thus communication is managed and controlled proactively. As soon as this
communication is managed intelligently and proactively, the respective organizational

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employees would show better commitment and the organization would produce better
organizational and business results. The HR managers of this organization are hence
responsible for the entire process.
2. Critical Evaluation of Use of Digital Enterprise or E Business in Telstra
2.1 Process of Telstra Measuring Up against the Industry Norm and Best Practices
The utilization of digital enterprise and e business has become effective for Telstra to
measure up against the industry norms as well as the other best practices are well measured
without any type of complexity (Nof et al. 2015). Since, such companies have been making
methods for measuring quality for several years, they have not been elevated the total quality
measurement to the respective enterprise wide concerns. Telstra has been measuring up
against the norms or principles of Telstra Corporation Limited or even the best practices of e
business. At first they do market and employee survey for tracking and measuring the process
quality eventually. On the basis of information got from the survey, Telstra majorly develop
all kinds of efficient approaches for the purpose of measuring their business qualities (Aithal
2015). They have built an efficient quality measurement system as well for this purpose.
2.2 Strengths and Weaknesses of Telstra in Digital Enterprise or E Business
The major strengths of Telstra in digital enterprise or e business are as follows:
i) Better Accessibility: The first and the foremost strength of the organization of
Telstra in digital enterprise and e business is its better accessibility (Rezaei, Chiew and Lee
2014). E business has allowed them with 24 hour access for the customers and thus they have
gaining major advantages in the business.
ii) Higher Scalability: The better scalability is the next significant strength of Telstra
that they have obtained from digital enterprise and e business is the higher scalability and

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flexibility. They have got a user friendly e business interface and thus the e business element
are fitted to be accommodated the customer requirements.
The weaknesses of Telstra in digital enterprise or e business are as follows:
i) Security Issues: The most significant weakness of Telstra with digital enterprise or
e business is security or privacy issue. It is quite vulnerable to manage their issues and data
effectively and efficiently.
ii) Imitators: Digital enterprise and e business always have the risk of having
imitators in the business and thus issues arise in Telstra (Laudon and Traver 2016). This
major issue is required to be eradicated as soon as possible.
2.3 Compliance of Digital Enterprise or E Business with Legal and Industry Standards
Since IT or information technology has eventually re shaped the infrastructure or
enterprise operations, there are various other meanings of digital enterprise. For example,
Web is being utilized for the purpose of referring to several types of business activities and
new business models, which strongly incorporate digital technology like purchasing of goods
from any online site (Bell, Bryman and Harley 2018). Since several business models,
products and business procedures are being transformed by the digital information, digital
enterprise are needed to be evolved. Digital enterprise is also termed as the bundled
collection of technologies, which is being designed for helping out a business to get engaged
with the respective customers in all types of digital channels such as web, social, print and
social within the most effective and efficient manner (Chung, Lee and Choi 2015). The legal
and industry standards are well compliance with the digital enterprise and e business of
Telstra and they have provided security standards as well as other significant regulations to
handle and store the business data of the customers.

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2.4 Process of Dealing with Security and Privacy Issues
After becoming the digital enterprise, Telstra Corporation has needed a new method
to look at each of their respective business process with the help of a digitalized lens, both in
the engagement of customers and in work places. Telstra has even embraced the information
technology or IT and has then utilized it for engaging the customers within newer and
innovative methods for enhancing the chances to succeed (Behrendt, Richter and Riemer
2014). The applications as well as content has become quite important since the industry or
market is moving further within the data paradigm. They have moved their business up to the
subsequent value chain and hence they have grown their skills based, portfolio and expertise
to develop content within their own right to forge on the strategic commercial relations with
the content providers.
Moreover, with the use of electronic business, they have successfully involved their
business procedures to span the complete value chain of electronic purchasing, supply chain
management or SCM, electronic processing or orders, handling the customer services as well
as significant cooperation with respective business partners (Weichhart et al. 2016). These
types of methods have subsequently allowed them in linking their external as well as internal
data processing systems extremely flexibly and efficiently for working more closely with the
partners and suppliers and even satisfying needs or expectations of the customers.
In spite of having these types of significant advantages, there are some of the major
security and privacy issues that are common in digital enterprise and e business in Telstra.
With the help of security standards and regulations, data could be easily restored without
much complexity and issues (Skilton 2016). Moreover, Telstra has successfully implemented
various security measures like antivirus and firewalls within their systems and hence such
issues are dealt effectively.

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3. Identification of Digital Enterprise Participation with Proper Recommendations
The successful digital transformation is the technology driven endeavour and it should
not be undertaken for developing the specified digital capabilities and it must be focused on
the development of cultural capabilities, which would help the company to fulfil each and
every demand of the digital era effectively and efficiently (Bossert 2016). Driving of this type
of transformation of the company within the digital enterprise is termed as an important effort
and it would need each and every aspect of the operating business model of business process,
technological strategy, organizational structure and operational functions of that particular
organization.
The most significant recommendation for Telstra to improve their existing digital
enterprise and e business is to increase their usability. Although, Telstra is quite popular in
their business, it is extremely important for them to improve their overall usability and hence
enhancing the entire system of business functions eventually.
3.1 Plan for Implementation of Recommendation and Post Implementation Evaluation
Digital enterprise is the training element, which teaches the organization of the
significant process of organizations using these networks and communication elements for
the purpose of improving their existing business processes and also gaining several
competitive advantages by turning into digital (Henning 2016). The digital enterprise is that
particular organization, which has completed its entire digital transition and as a result of this
transformation, it is quite different from the traditional organizational systems. In today’s
technological world, it is extremely important to maintain digital transformation for getting
all types of digitalization.
The increased usability can be implemented by Telstra by providing appealing images
of the products and services in the web site and having appropriate images of the offerings for

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becoming a customer and then deciding to move on to the other web site. This would
definitely attract the customers and they would be benefited post implementation.
Conclusion
Therefore, from the above discussion, it can be concluded that digital enterprise is the
program that is major responsible for helping out small and medium enterprises as well as not
for profit organizations to eventually maximize their respective business opportunities that
are made possible by the effective utilization of networks and communications digitally. It is
an extremely effective methodology for the creation of digital variations of the publication. It
even provides with several tools to distribute the subsequent publication and then to evaluate
process of successful channels helping in the engagement of customers. The above provided
report has clearly demonstrated the digital enterprise and electronic business of the significant
organization of Australia of Telstra Corporation Limited. Subsequent details and
recommendations are also provided in this report for better improvement for their business
processes and strategies.

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