E Business Application: Optus Retails

Running head: E BUSINESS APPLICATION
E Business Application: Optus Retails
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1E BUSINESS APPLICATION
Introduction
In this new age of technology today’s consumers driven financial values as well as the
digitally connected buyers and sellers have enough knowledge regarding the buying abilities at
their fingertips (Fleisher and Bensoussan 2015). This approach is day by day increasing from the
consumer’s perspectives and this attractive features developed by the retailers are successfully
grabbing huge numbers of customers at the same time. In order to design the report the retail that
has been nominated is the Optus retail.
After presenting a brief description of the current status of the company the future trends
of the retail store- online bricks are motors will be discussed. Not only this but also the future
trends of the retail stores of Australia are also elaborated in this report. Besides this, the issues
that may disrupt the success of this specific retail in future, are also demonstrated along with
respective recommendations.
1. Brief description of the current operation of the retail store
The Singtel Optus Limited which is better known as the Optus retail is one of the second
biggest Australian telecommunication companies. This completely owned subsidiary is founded
in the year of 1981 and is headquartered in Sydney (New South Wales), Australia. The different
range of products offered by this telecommunication company includes fixed telephony, leased
lines, data transmission, internet access, mobile telephony etc. while providing these services to
the consumers this company prefers to utilize their own network infrastructure (Chu, CHU YU-
HUA 2017). Though, the company also uses National Broadband Service (wholesale services).
Not only this but also it offers end services to the consumers directly and act as a wholesaler to
rest of the services like Amaysim, Exetel etc.

2E BUSINESS APPLICATION
1.1 Services offered by the Optus Retail
The fixed telephony offered by the company includes commercial VoDSL and Voice
over internet protocol. Apart from this it also offers commercial as well as Residential POTS for
long distance and local telephony. Additionally the other offers include intelligent network
services in terms of free phone calls, interactive voice responses etc. NBN, dial up internet
connection in all the states for residential purpose, satellite internet connection as well as
broadband internet (Cassidy 2016). They also offers secure gateway services for the Federal
Government department.
Apart from this most crucially the retail services served by the company to their
consumers through phones, internet services or else retail outlets. As per the current consultant’s
reviews given by both the employees and consumer are positive.
1.2 Mobile retailing in Optus Retails
It has been encountered that the current environment of retails are becoming competitive
as well as complex day by day. In order to purchase any product the consumers are requiring to
make high time researches, which is one of the major challenges in the current days. For
assisting the consumer’s buying experience Optus retail has developed solution based on mobile
point of sale for their consumers. This mechanism is also integrated along with highly secured
payment capabilities. In order to support the consumer’s insight the backend of the system is
integrated to Customer Relationship Management system. The detail information about all the
products and the advanced inventory management system helps the staffs to assist their
consumers with great selling services (Park, Jeon and Sullivan 2015). It also allows great
customer service as well as operational excellence without any kind of commercial headache and
IT. The sales assistance is getting empowered due to four of the different components such as

3E BUSINESS APPLICATION
consumer knowledge, option for the mobile payment, inventory visibility and product
information.
From the service level point of view it has been defined that the aim of Optus retail are to
improve their face to face consumer engagement, enable the stores for increasing their
productivity, make to move the consumers faster from the stores. If three of these components
are properly maintained by the retail owners then the company will be able to grab more
numbers of consumers, commercial revenue and competitive advantages as well (Kim, Wang
and Malthouse 2015). The mobile point of sale service deliberately offered by the Optus Retail
can also reduce waste of excessive time, improve the rate of productivity of the staffs, develop
consumer’s satisfaction, reduce training as well as reduce the total training times.
2. Future of the retail store in term of “bricks and motors”
The concept of retail is evolving and changing constantly through the world. The main
issue that the retails are facing is about the ways through which it can cope up with the
frequently changing challenges. It is determined that the building related to the factors can
effectively make allowance. In order to deliver services and products to the end consumers the
retail businesses have separate option. If the service is designed considering the consumer’s
demand then only the retail business will be able to grab new customers. Additional
requirements are also there that include entertainment, simulation, purpose, convenience etc. Due
to high relationship with these actors the consumers are becoming more skilled and
knowledgeable regarding their demand and expectations (Hubert et al. 2017) Guarantee services
and quality are the two factors that supports to develop a consumers oriented business
environment.
1990’s Data technology (CRM,ERP,SCM) are