Importance of Enterprise Resource Planning in Singtel Optus Pty Limited

This document discusses the importance of Enterprise Resource Planning (ERP) in Singtel Optus Pty Limited, a leading telecommunications company in Australia. It explores the reasons for selecting ERP, alternative options available, and recommends Oracle ERP Cloud as the best solution. The impact of socio-economic factors on ERP implementation and the position of Optus in the Australian market are also discussed.

Running head: MANAGEMENT
Management
5/12/2019

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Table of Contents
Introduction................................................................................................................................2
Overview of Singtel Optus Pty Limited.................................................................................2
Reasons for selection ERP.....................................................................................................3
Alternatives present for ERP..................................................................................................4
Net Suites...........................................................................................................................4
Sage Intacct........................................................................................................................4
Oddo...................................................................................................................................5
Oracle ERP Cloud..............................................................................................................6
Recommendation of selected ERP.........................................................................................7
Impact of the socio-economic issue.......................................................................................7
Position of Optus in Australia................................................................................................8
Conclusion..................................................................................................................................9
References................................................................................................................................11

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Introduction
A business software solution is one of the scheduled and organized procedures used to fulfill
the needs of the business. Utilization of the business software, support in the abolition of
human errors which results in consistency and effectiveness. The use of business software is
essential for finishing the task and reporting of business activities. It also increased the
effectiveness and efficiency of the activities of the company. In addition to this, it supports
operating the activities of a business in a smaller time period that decreases the pressure or
workload1. The key purpose of business software is to maintain and control the operations of
the company. The intent of this paper is to highlight the importance of Enterprise resource
planning business software its benefits after the implementation in Singtel Optus Pty Limited.
By performing proper alternative options analysis of ERP solutions, one best solution will be
selected that could provide increased productivity to the company.
Overview of Singtel Optus Pty Limited
Singtel Optus Pty Limited is the biggest company of the telecommunication industry of
Australia. The company is completely owned by Singtel Company with head office in
Singapore. The company majorly operate its activities under the brand Optus, while
maintains a number of completely owned subsidiaries like Alphawest, Uecomm, and Virgin
Mobile Australia. In order to serve in the market, Optus adopts its own infrastructure of the
network, and also make use of wholesale services of the National Broadband network and
Telstra. It offers retail services straight to the customers and also works as the wholesaler for
other providers of service like Amaysim and Exetel. With the introduction of Optus 'Yes'
1 Mihiri, Wickramasinghe and Nhk, Cooray, ‘Impact of accounting software for Business Performance’ (2017)
3(5) Imperial Journal of Interdisciplinary Research, 1-6.

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brand, company offer wireless internet and broadband retail services. Besides this, the retail
services offered by the company are 4G Mobile and Satellite2.
Reasons for selection ERP
Optus is said to be one of the leading company in the telecommunication industry that is
putting maximum efforts to fulfill the changing needs of the consumers. Though, the
executed business software system does not support the company in maintaining information
privacy, which results in increasing the issues related to security. In order to avoid the
consequences, the company announced regarding the steps taken in order to protect the
private information of the customers and security of 3, 00,000 consumers. Private
information hacking has intensely affected the company's brand image3. This issue has been
arisen within the business due to lack of corporation and teamwork in the company. In
addition to this, the company lacks an effective integrated business software system which is
required to have organized and flawless operations. Hence, the execution of the effective
enterprise resource planning system in the business can help Optus to enhance its market
image and protect the privacy of the customers. Enterprise resource planning is the business
software solution that is utilized by the businesses in order to integrate and manage the key
portions of their operations. There are a number of ERP software applications that are present
in the market for the support of the business in order to integrate the procedure such that
business can be operated under a single system. An ERP system could integrate purchasing,
marketing, human resource, marketing, and planning4.
2 Bloomberg, SingTel Optus Pty Ltd (12 May 2019) < https://www.bloomberg.com/profile/company/CWO:AU>
3 Nestor, Arellano, Company uses decoy systems to trap hackers (12 May 2019)
<https://www.itworldcanada.com/article/company-uses-decoy-systems-to-trap-hackers/100809>
4 Agnieszka, Ociepa-Kubicka, ‘Advantages of using enterprise resource planning systems (ERP) in the
management process’ (2017) 89(2017) World Scientific News 237-243.

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Alternatives present for ERP
The available alternatives to ERP solution are NetSuite, Sage Intacct, Oddo, and Oracle ERP
Cloud.
Net Suites
Strengths
NetSuite characteristic ERP integration offers a complete 360-degree sight of the data of the
customer and interactions, comprising prominence into financial transactions. The system
provides support to the company's staff in quotes, orders, invoices, etc.
NetSuite's is comprised of order to cash procedure which is second to none in the SaaS
industry. The feature of order fulfilment processes is rich and range throughout the front
office CRM suite.
Weaknesses
The offline edition of NetSuite is weak and requires an upgrade form
High customer support cost is incurred through this system. An additional fee is charged with
around 22.5% to 37.5% from the users who need to interact with the help desk
representatives in comparison to other competitive systems5.
Sage Intacct
Strength
Intacct is said to be the best breed of SaaS accounting software system. The features of
accounting software sets are mature as well as deep; it is rationally planned around effectual
5 CRM Serch, NetSuite Strengths and Weaknesses (12 May 2019) < http://www.crmsearch.com/netsuite-
strengths.php>

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back offline procedures of business and the software provisions common agreement and
policies of governance6.
This system offers deep financial and accounting capabilities which are essential to small and
medium businesses and support in staying compliant with FASB, SOX, and GAAP standards.
Weaknesses
Through Intacct the viability of the business is unclear. This system is seriously ventured,
financed and may need extra venture funding in order to continue. The accessibility or future
funding terms may have a major influence on the operations of the company. The ERP
software customers will have to get involve in Intacct for the private discussions and smear
their own due persistence.
Few of the fundamental capabilities of financial software like calculation of sales commission
lacks in the system or are only offered by the third parties7.
Oddo
Strength
Unlike other systems, Odoo manages a variety of business needs that comprises e-commerce,
CRM, project management, inventory, billing, and accounting. This tool flawlessly mixes all
the specified operations in order to enhance the complete competence. This platform is user-
friendly which always comprises innovative applications used to improve the overall
performance of the business8.
Odoo is minimalistic in the context of appearance however the platform is tremendously
user-friendly. All size businesses can gain benefit through this solution as it is rich with a
6 ERP Search, Intacct Accounting Software Review (12 May 2019) < http://www.erpsearch.com/intacct-
strengths.php>
7
87 ProBytes Software, Advantages and Disadvantages of Odoo Development (12 May 2019) <
https://www.probytes.net/blog/advantages-disadvantages-odoo-development/>

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number of features and functionalities. The less messy interface makes it simple for the
initiators to simply operate the software. As this system is accepted at a universal level
because it covers a number of operations from the single place, it may seem to be complex at
first place. However, it is unparalleled in its presentation with its efficient nature.
Weakness
Backward compatibility – It is the main area that is considered while designing the platform
of ERP and rivals like SAP has always provided priority to the backward compatibility in
their platform designing. Though, it is one of the major weaknesses of Odoo because it lacks
this functionality9.
Usability – Few of the users of this software have a complaint regarding the absence of
idiomatic approach into the system. The utilization of custom systems sometimes is not
favorable for everybody because they might have superior plans for executing it. Besides this,
XML is not considered to be the better match for the Python because it can be a useful too
device for everybody. As this system comes with the custom package, the legacy system
could be stimulating sometimes.
Oracle ERP Cloud
Strength
Availability of more features - Oracle ERP Cloud offers a huge advantage of accessibility to
more standard features. Updates on this cloud are simple in comparison to another on-
premise ERP system. Since updating the application is simple, it confirms that users have
access to most advanced features that are required by the business10.
9
108 Computer Technology Resources, Advantages and Disadvantages of Cloud ERP (12 May 2019) <
http://www.ctrworld.com/index.php/2017/09/13/advantages-and-disadvantages-of-cloud-erp/>

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Faster execution – Since the software and infrastructure are on the cloud, the efforts are put
for moving the data from the inheritance system to the cloud-based system. This results in
faster updates and customizable of the system is executed as per the procedure of the
business.
Weaknesses
Multiple unused screens
Oracle ERP Cloud offers a weak search facility11
Recommendation of selected ERP
Oracle ERP Cloud is the best solution for the company like Optus in order to offer best and
secured retailing services to the customers. The system will support the company in
maintaining the privacy of the information of the customer by maintaining Effective
Corporation between different departments of the company. Oracle ERP Cloud provides
support to the large business of different industries like sales firms and telecommunication
firms and also to the manufacturing and pharmaceutical companies12. The system offers
proper financial planning features, tools for risk management, capabilities for project
execution and compliance monitoring options. In addition to this, Oracle ERP Cloud provides
customers with the performance management module in order to support in increasing
productivity in the business and enhancing the overall business operations13.
Impact of the socio-economic issue
The organizational culture plays a significant role in the implementation of Enterprise
resource planning. The adaption organization culture results in the successful implementation
119Turst Radius, Oracle ERP Cloud Reviews (12 May 2019) < https://www.trustradius.com/products/oracle-erp-
cloud/reviews/pros-and-cons?f=25>
1210 Finance Online, What is ERP Software? Analysis of Features, Types, Benefits, Pricing (12 May 2019) <
https://financesonline.com/erp-software-analysis-features-types-benefits-pricing/>
1311 Oracle, Oracle ERP Cloud Competitive Comparison (12 May 2019) <
https://www.oracle.com/in/applications/erp/comparison.html>

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of the system14. Optus Company is one of the leading organizations in the telecommunication
industry, due to its advanced technology and efforts of the human resource. The employees
hired by the company are adaptive and innovative in nature, which helps business in regularly
adopting and updating different changes that take place in the environment.
Economic factors such as implementation cost of Oracle ERP Cloud for the Optus Company
can have an impact on the successful implementation of the system. The implementation of
these systems cost very high for the business which is a big risk for the business. However,
considering the leading position of the company in the Australian market, it could be said that
company has a stable financial position in the market through which it can take risk of
investing a huge amount in the implementation of Oracle ERP Cloud.
Position of Optus in Australia
Economics Factors - Singtel Optus Pty Limited is known in the Australia market to offer
customer friendly services to the patrons in order to develop its image and position in the
market. As it is known that, from last some years, the economic condition at the world level
is experiencing a decline, which is resulting in affecting a number of business operators15.
Considering the situation of Optus, it has been analyzed that company alter its services and
try to offer more customer friendly services to the users during the economic downturn in the
country which helps the company in gaining the leading position in the market.
On the other side, due to the economic down, there is a huge change in the spending habits of
the customer, which majorly affects the sales of the company in the Australian market.
Social factors
1412 Light, Zaglago and Apulu, Craig ‘The Impact of Culture in Enterprise Resource Planning System
Implementation’ (2013) 1(2013) Proceedings of the World Congress on Engineering, 3-5.
1513 S&P, Singtel SWOT and PESTLE Analysis (12 May 2019) < https://www.swotandpestle.com/singtel/>

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Optus is known in the market for creating and offering sustainable value to its stakeholders,
which is one of the key duties of the business. The company adopts responsible business
practices, confirm satisfaction of the customer, monitoring the supply chain, handling its
environmental footprints and supporting in the development of the community. The company
desires to make a lasting optimistic influence on the stakeholders, leveraging the resources
and working effectively with the strategic partners16. At the same end, the business tries that it
can make unintended results. The sustainability strategy of the entire group seeks at making
share value and lessens the risk of the environment, stakeholders, as well as the company. By
taking these objectives in the mind, the sustainability strategy of the company is dependent
on the ESG that is Environmental, Social and Governance and precisely these key pillars i.e.
Customers, Community, Environment, Marketplace, and People17.
Conclusion
The above paper has discussed regarding the implementation of enterprise resource planning
in the Singtel Optus Pty Limited. From the above analysis, it has been analyzed that the
company is dealing with issues related to the hacking of the data, which is impacting the
privacy of the customers of the company. This situation has arisen in the company due to lack
of coordination between different departments of the business. In order to resolve this issue,
the above report has suggested the company to implement Oracle ERP Cloud into its
operations for effective management and integration of all the different operations of the
company. However, there is some social economic barrier in the direction of successful
implementation of Oracle ERP Cloud such as the culture of the organization, employee
resistance, cost of system implementation, etc. In the Australian market, the company is
1614 Singtel, Sustainability at Singtel (12 May 2019) <
https://www.singtel.com/about-Us/sustainability/sustainability-at-singtel>
1715 Infocomm Media Development Authority, New SingTel programme to help mobile developers bring
products to market (12 May 2019) <https://www.imda.gov.sg/infocomm-and-media-news/buzz-central/2008/2/
new-singtel-programme-to-help-mobile-developers-bring-products-to-market>

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effectively planning to deal with the economic downturn by changing changes in its services
and offering comfortable services to the customers. In addition to this, the company is also
being responsible for society by its sustainable strategy.

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BIBLIOGRAPHY
Website
Arellano, Nestor, Company uses decoy systems to trap hackers (12 May 2019)
<https://www.itworldcanada.com/article/company-uses-decoy-systems-to-trap-hackers/
100809>
Bloomberg, SingTel Optus Pty Ltd (12 May 2019) <
https://www.bloomberg.com/profile/company/CWO:AU>
Computer Technology Resources, Advantages and Disadvantages of Cloud ERP (12 May
2019) < http://www.ctrworld.com/index.php/2017/09/13/advantages-and-disadvantages-of-
cloud-erp/>
CRM Serch, NetSuite Strengths and Weaknesses (12 May 2019) <
http://www.crmsearch.com/netsuite-strengths.php>
ERP Search, Intacct Accounting Software Review (12 May 2019) <
http://www.erpsearch.com/intacct-strengths.php>
Finance Online, What is ERP Software? Analysis of Features, Types, Benefits, Pricing (12
May 2019) < https://financesonline.com/erp-software-analysis-features-types-benefits-
pricing/>
Infocomm Media Development Authority, New SingTel programme to help mobile
developers bring products to market (12 May 2019) <https://www.imda.gov.sg/infocomm-
and-media-news/buzz-central/2008/2/new-singtel-programme-to-help-mobile-developers-
bring-products-to-market>

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Oracle, Oracle ERP Cloud Competitive Comparison (12 May 2019) <
https://www.oracle.com/in/applications/erp/comparison.html>
ProBytes Software, Advantages and Disadvantages of Odoo Development (12 May 2019) <
https://www.probytes.net/blog/advantages-disadvantages-odoo-development/>
S&P, Singtel SWOT and PESTLE Analysis (12 May 2019) <
https://www.swotandpestle.com/singtel/>
Singtel, Sustainability at Singtel (12 May 2019) <
https://www.singtel.com/about-Us/sustainability/sustainability-at-singtel>
Turst Radius, Oracle ERP Cloud Reviews (12 May 2019) <
https://www.trustradius.com/products/oracle-erp-cloud/reviews/pros-and-cons?f=25>
Journal
Ociepa-Kubicka, Agnieszka, ‘Advantages of using enterprise resource planning systems
(ERP) in the management process’ (2017) 89(2017) World Scientific News 237-243.
Wickramasinghe, Mihiri and Cooray, Nhk, ‘Impact of accounting software for Business
Performance’ (2017) 3(5) Imperial Journal of Interdisciplinary Research, 1-6.
Zaglago, Light and Craig, Apulu ‘The Impact of Culture in Enterprise Resource Planning
System Implementation’ (2013) 1(2013) Proceedings of the World Congress on Engineering,
3-5.