This task focuses on Work Centric Analysis of Telstra, covering its customers, products, major activities, participants, information, technology, and digital disruption impact.
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ICT 710 ICT Professional Practice and Ethics Task-1 ATMC, 2019 Semester 1 Student name: Student id:
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WORK CENTRIC ANALYSIS (WCA)-TELSTRA CustomersProducts & Services Mobileuserswhowants telecommunicationserviceslikevoice services, calling etc. Employees who provide telecom services to the customers Suppliers who supplies their services to customers Provides products like mobile, data, voice etc. to other organizations. Providesfixed-lineservicesincluding home business, phone etc. and also install network along with maintenance facility. Its services include ISP, internet products viadeliverymethodssuchasADSL, Dialup, Cable Internet. Other services include customer service recovery, national broadband network. Major Activities and Processes The mainbusiness processof Telstra includes: Allow enterprises to automate and exchange information via electronically. Supporting all protocols, message formats, and standards. Map and converts all documents to and from any computerized language. Authenticate source and destination of documents and enable secure data transmission. Web interface, design, and configuration (Telstra corporation Limited 2013). Major activitiesinclude: Developing and delivering on-line, value-added telecommunication services. Changing corporate culture and enhancing productivity. Update, consolidate, and streamline messages of customers and enterprises and minimize the business complexity to deliver competitive benefits and reduce cost. ParticipantsInformationTechnology Customers who are using telecommunication services. Enterprises who are using networkandfixedline servicestodealwith suppliers and creditors. Governmentswhouses telecommunicationfor receivingorsending information and providing benefits to residents and citizens. Employeeswhoare working in company. Provideslocalcallsand basicaccesslike installation,internet servicesetc.toall businessandhomes virtually. Itoffersintercarrier services. Provideonlinevisibility ofdataandinformation withthecustomizable reporting. Gives information in real- timeabout communication process. It uses network cables such as: FTTP(Fibretothe Premises) FTTN (Fibre to the Node) FTTB(Fibretothe Building) HFC(HybridFibre Coaxial) FW (Fixed Wireless) (Telstracorporation Limited 2018)
Digital disruption means transformation due to the developing of business models and digital technologies. There is a huge impact on the business model and digital technology in the value of present services and products that are provided by the organizations. Since the emergence of digital technologies, business, and products disrupts the existing market and is the reason for re- evaluation, thus the term disruption is used. Currently, there are more smartphones in comparison to the people living in Australia and around two-thirds of the smartphone users access and use internet on the daily basis and this rapid use of technology has to affect the customer behaviour. Figure1: Response to digital transformation (Source: Clayton, 2015) The image which is shown above represents the response from the several organizations to the digital transformation. The survey question was what is the attitude of leaders of the company towards digital disruption and as the image depicts, 45% of the respondents find it is not a huge concern, 43% does not give an appropriate response, 32% were the ones who take the follower methods, and 25% are the ones who actively give response by disrupting their business (Clayton 2015). Telstra is the most popular telecommunication provider in Australia who provides several products and services other than telecommunication and now the company is focusing more on the customers and digitally led at all the opportunities. So, to gain customer focus Telstra also emerged the digital technology and business model and adopt the digital disruption and its 24/7 applicationandplatformsupportingcrowdhaverevolutionizedhowitisrelatingtoits customers.Attheforefrontoftheeconomicandsocialtransformation,mediaand telecommunication companies sit squarely in the big bang and short fuse quadrant of digital disruption map. Telstra in the year 2010 had extended its current business as a conservative
engineering culture to the rapid-paced digital form and thus created the Telstra Digital. After adopting the digital disruption, there have been a huge change in the operational process and results and its move to the new technology was game-changing in terms of information architecture (Allie 2017). It has gained the best digital position in the market and become one of the best and biggest digital company of telecommunication in the country. The digital disruption in Telstra has brought positive change and success including tablet applications and 24*7 smartphones that deliver services to 1.5 (one and a half) million regular customers in their palms. There is a significant increment in service transactions in terms of percentage via digital channels. This transformation has also affected the company’s workers across the retail, media, operations, enterprise services, and marketing division. These transformations were mainly designed to provide the “simpler end-to-end services” so that the telecom company can minimize the operational cost and complete more efficiently and effectively. Telstra has evidently ordered the impact of the digital disruption on its share price across the right obligation. With the emerging of digital disruption, the company has improved its IT infrastructure and reporting capabilities, promote working practices that are flexible and also there is an increment in employee engagement. Their customer contact has been raised to double in number i.e. from 10 million to 23 million in the year 2011 and also the number of digital sales increased double in number (Morley 2018). Another important impact of digital disruption brings in Telstra is its CrowdSupport community through which it has revolutionized the process it relates to its customers and provides services and products to them. Every month around more than seven million customers visits the online system of Telstra. The live support system of Telstra has also been expanded and thus, around 50 people are engaging to the customer so that they can respond to their queries all the time.
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References Allie, C 2017,Drastic restructure to help Telstra 'urgently' transform: Penn, viewed on 15 April 2019, https://www.itnews.com.au/news/telstra-blames-nbn-digital-disruption-for-1400-job-cuts- 465109 Clayton, P 2015, Embracing Digital Disruption and the Internet of Everything, viewed on 15 April 2019, https://exchange.telstra.com.au/embracing-digital-disruption-internet-everything/ David T,Business overview, viewed on 15 April 2019, https://www.telstra.com.au/content/dam/tcom/about-us/investors/pdf-e/Investor%20Day %202011.pdf Morley Lan 2018,Serraview,Telstra maximised their real estate utilisation, streamlined their move process and saved millions,viewed on 15 April 2019,https://serraview.com/telstra-case- study/ Ros Eason 2018,What role for Telstra,viewed on 15 April 2019,https://evatt.org.au/papers/what- role-telstra.html Telstra corporation Limited 2013,BUSINESS PROCESS EXCHANGE, viewed on 15 April 2019, https://www.telstra.com.au/content/dam/tcom/business-enterprise/industries/pdf/business- process-exchange.pdf Telstra corporation Limited AU 2018,New organisational structure and leadership team for Telstra, Viewed 15 April 2019,https://www.telstra.com.au/aboutus/media/media-releases/New- organisational-structure-and-leadership-team-for-Telstra