Analyzing Digital Media's Role in Telecommunications

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BUSN20016 RESEARCH IN BUSINESS
ASS 3
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Table of Contents
Introduction................................................................................................................................... 3
Problem statement......................................................................................................................... 4
3.0 Aim and objectives/research questions....................................................................................4
4.0. Justification and potential output of the research....................................................................5
5.0. Literature review.....................................................................................................................5
5.1. Digital media definition and use.........................................................................................5
5.2. Impact of digital media performance of the company.........................................................6
5.3 Digital media in the telecommunication industry.................................................................7
5.4. Hypothesis development.....................................................................................................9
6.0. Methodology...........................................................................................................................9
6.1. Research approach and sources of data...............................................................................9
6.2. Proposed data collection and analysis techniques.............................................................10
6.3. Organization of the study..................................................................................................11
6.4. Budget, Project Activities and Gantt chart........................................................................11
References................................................................................................................................... 15
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Introduction
In the competitive world of telecommunication industry, it is essential to understand the impact
of digital media to manage its performances commercially effectively. Digital media is in the
form of digital content available through all online networks such as online modes, social media,
mobiles; internet and T.V. networks etc. digital media includes a wide range of medium in it. In
order to manage the work effectively, the telecommunication industry should not only identifies
but also able to understand and implement the digital media effectively in the organization, it
will make the process easy for them to manage their growth of success. It helps to interact with
the customers as well. This research report aims to identify the impact of digital media in the
context of a telecommunication company of Australia; Telstra is one of the largest
telecommunication companies in Australia. In this report, the aim, objectives and few research
question about digital media and telecommunication industry will be addressed. A problem
statement will be included to identify issues with the company in the report. The Literature
review helps to provides the aspects of different authors on the subject. Research methodology
and methods of collecting data will be discussed in this report. Budget and Gantt chart also
included in this report.
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Problem statement
Telstra is one of the largest telephone organizations in Australia. Telstra Corporation Limited is
Australia Telecommunication Company which builds and operates telecommunication network,
market voice, mobiles plans, internet data plans, pay television and few other product and
services so far. In recent years, the company is facing some issues which are poor performances
and less revenue generated as well, which makes things complicated for the company to survive
in the competitive telecommunication market of Australia. The sales are falling tremendously in
the past few financial years (Tsukanova & Lavrentyeva, 2013). The sale of its products and
services are falling apart which creates a negative impact on company' overall performances in
last some years. Revenue from mobiles would be considered as the significant part of the
company's sales and revenue but nowadays Telstra's income from mobile operations is decreased
by 8.7%, and if it continues to this fall, it would be hard for the company to manage its
operations in the market. It indicates the company is not able to make its consumers happy with
the services and the other possible reason for poor performance could be that the company is not
able to provide any further information to its consumers and fewer customers’ interaction creates
many problems as well when it comes to performing well commercially in a competitive market
(Tsukanova & Lavrentyeva, 2013).
3.0 Aim and objectives/research questions
The main aim of this report is to identify the impacts of digital media on the sales and
performance of Telstra and the telecommunication industry as well. Company's customer's
services and transactions are in the main focus of the report. The analysis of the impact of digital
media would be based on three research questions (Tsukanova & Lavrentyeva, 2013).
Research questions:
What is the role of digital media in telecommunications?
How would it be helpful to the Telstra to increase sales?
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4.0. Justification and potential output of the research
After reviewing different articles, it helps to understand that digital media is one of the most
potent tools nowadays for marketing and consumer services. Those do not only help to identify
the elements related to it, but it also helps to understand the reasons for falling sales in the past
few years. The telecommunication industry is one of the largest and wine industries in the world,
and the services which company is providing are few of essential requirements of the humans as
well. Consumers are very aware of their rights as well that increase the value of providing
excellent customer services to make a profit and run in the long run as well.
The research questions were answered through all the data and information collected through
reliable data measuring methods in this report. This research will be beneficial in identifying the
issues of telecommunication company Telstra, and also it will be very advantageous to the end
users as well. This research will able to provide all the required information about the impact of
digital media on telecommunication’s company’s performances. It will be helpful to understand
the role of digital media in maintaining effective customer services, which plays an essential role
in the company's growth and success so far. The company have to manage the uses of digital
media that would be helpful for the company for the future. The findings of this research will be
beneficial to understand the telecommunication industry and its issues.
5.0. Literature review
5.1. Digital media definition and use
According to Dimitrova, (2014), Digital media is digitized content that can be available through
all the networks of computer and internet. All sort of texts, videos, audio and graphics included
in it. It includes T.V. networks, newspapers, magazines and every medium which helps to spread
information. The information more often doesn't cover with just one category because on the
times of the internet; any information will spread through different medium include in it. Digital
media is any media information which is encoded in machine-readable formats (Dimitrova,
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2014). In this fast going world, it is not even possible to think about life without digital media in
it. It includes social media in it, which is considered to be one of the essential tools to reach out
to the family and friends as well. It just made the life easy of everyone, and human dependency
on digital media indicates the involvement of digital media to everyone's life nowadays
(Dimitrova, 2014).
In the words of Leventhal & Lee, (2018)In today's competitive world especially in the
telecommunication industry, digital media will be beneficial to the companies working in the
sectors (Leventhal & Lee, 2018). Digital media is useful when it comes to reconnecting with the
customers who are one of the essential requirements of the companies nowadays. If companies
can interact with the customers in no time, it will be helpful to resolve customer issues. It gives
chances to observe and understand the preferences of the customers, which is useful to work
according to the customer choices (Leventhal & Lee, 2018). It helps companies to reconnect with
the customers who are required to make the customer happy and satisfied. Customer satisfaction
is the key to success, and it is entirely applicable to the telecommunication industry in today's
fast-moving world (Leventhal & Lee, 2018). When talking about the Telstra, customer services
and their satisfaction level with the company's services and products could be considered as their
most significant issues (Gan et al., 2015). Those issues made a negative impact on the company's
sales and profit and commercial performances in the past few years. Things become complicated
for the company because of poor customer services, which company was not paying any
attention (Gan et al., 2015). The best and biggest use of digital media for the companies is that it
helps the company to establish an effective communication strategy which will be helpful not to
interact with the customers but also useful to communicate with employees too and that is
equally important in order to run the business successfully (Lobstein, et. al., 2017). Employees
and customers are the two most important part of the organization, and it is imperative that they
become satisfied with the strategies and policies of the company (Lobstein et al., 2017).
5.2. Impact of digital media performance of the company
According to Muller (2018), Digital media is a broad subject, and many authors give their
opinions about the uses and impacts of it on the industry as well. Digital media is beneficial to
the companies in order manage its customer services and even its daily operations as well
because the customer is getting very aware nowadays about their rights which makes harder to
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make them happy and satisfied with the products and services and things become more
complicated especially in telecommunication industry (Muller, 2018). It is one of the largest
industries worldwide because it includes a large workforce and a big consumer base as well and
it is company’s responsibility that company will make them satisfied and provide them all the
required information as well about the companies’ further plans (Gloor et al., 2018). Overall,
digital media could be the best tool to interact with the customer, and it helps to collect regular
feedbacks from the customers as well (Gloor et al., 2018).
According to Iglesias, et al., (2019) It develops a secure and regular connection between
consumers and company which not only help to share information, but it helps to provide 24x7
and fast customers services to them which improve the image and reputation of the company in
market (Iglesias, et. al., 2019). Telstra really in need of enhancing the image of the company so
that their reputation will be improved and they can make money, and at the same time, they can
reconnect with their not so satisfied customers.
According to Jiang et al., (2018), the other significant impact of digital media on the company
will be that it makes it easy to identify and target the tailored audiences. As already mentioned,
that the industry of telecommunication will be the broadest industries globally, the more it big
and the more it becomes complicated to manage customers and services which company is
providing them (Jiang et al., 2018). In the telecommunication industry, the target market or the
customers are, and it’s not an easy task to identify and target them, it indicates the most
complicated part for the company (Wolter et al., 2019). Telstra was unable to manage its
customers, and more importantly, the company failed to make its customer happy and satisfied.
Digital media not only increase the customer reach but also make it able for the company to
reconnect with the existing customers and target the prospective customers as well (Nunan et al.,
2018). If a company can effectively use digital media, it will be suitable for the company to
manage the new targeted customers and existing customers as well (Nunan et al., 2018).
5.3 Digital media in the telecommunication industry
According to Balmer & Weifeng (2017), In Australia, Telstra is one of the significant essential
companies in the telecommunication industry. The industry is widely spread in the country. The
telecommunication industry is way more massive because of the large number of employees
working with the company and the full range of the customers as well included in the company
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(Balmer, & Weifeng, 2017). In the telecommunication industry, the role of digital media has
been growing more significant day by day, which indicates the importance of digital media in the
industry as well (Noga et al., 2019). For managing customer services regularly, digital media
plays a vital role in companies. The company is going through a bad phase where it’s hard for
the company to make money and maintain its customer services effectively (Noga et al., 2019).
In the words of Marcel, et al., (2016) The customers of the company are not happy with the
company, and there is nothing terrible than angry customers to the company. It increases the
negative reputation of the company in the market (Marcel et al., 2016). These customers are very
aware, and because of the internet, things become more readily available to the customers as
well. It enhances the importance of digital media in the telecommunication sector as well
(Trifunović et al., 2016). The industry includes mobile & phones network, internet access, online
medium, social media, digital media and T.V. networks, print media such as newspapers and
magazines also which helps to understand that consumers are distributed in the industry, it will
be very impactful to managing those full distributed customers from all the mediums as well
(Trifunović, et. al., 2016). It explained that the industry is way more connected to the customer
services and for improving customers services, digital media could be the best option for the
telecommunication industry. The research helps to understand and identify the role of digital
media in the telecommunication industry (Naser et al., 2013). It is crucial for the company
(Telstra) to make a good strategy for managing its sales through digital media and improve its
image in the market, which will be helpful to increase its sales and profitability. This will help
the companies to manage themselves in this competitive world (Naser et al., 2013).
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5.4. Hypothesis development
Hypothesis development
A hypothesis is a process to make the variables understandable of the research. It helps to
identifying the most possible results of the research. According to the literature review, the
following table shows the proposed hypothesis:
Hypothesis 1. H0: Digital media does not have any impact on Telstra
H1: Digital media have positive impacts on Telstra
Hypothesis 2. H0: Digital media programs does not have impacts on telecommunication
industry
H1: Digital media have positive impacts on telecommunication industry.
Hypothesis 3. H0: There are no significant differences between the companies who have
been using digital media for sales & marketing
H1: There are major significant differences between companies who have been
using digital media for sales & marketing
6.0. Methodology
6.1. Research approach and sources of data
For this research, the method has been chosen was a quantitative research methodology. Data
collection could be considered as an essential step in the research projects. It is very required that
the researcher will choose the right method to collect the information because whole research
depends on the collected data and if the information source were not reliable, it would ruin the
study as well because research is wholly depended on the information collected for the analysis
(Ladislav, 2017). The major part of the information for this research is obtained from the annual
reports of the company (Telstra), which helps to collect the stories of the company for the past
few years. It helps to gather information about net revenue and sales with its different products
as well (Ladislav, 2017). All this information will be beneficial to research because the annual
reports of the company are considered as the most reliable resources of information. It provides
accurate information about the company's performances in the past few years as well, which
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helps to research efficiently. The present research is based on analyzing the impacts of digital
media on the performance of sales and marketing of a telecommunication company named
Telstra (Ladislav, 2017).
6.2. Proposed data collection and analysis techniques
Population
The target population of this research are a user of Telstra and telecommunication industry as
well.
Sampling
The information has been collected using secondary data collection method, which is one of the
most used and appropriate ways of collecting data about big companies such as Telstra. It helps
to manage the required information. Other information has been picked from a few journal
articles as well. The annual reports of the company were the prime, relevant and reliable
resources of information as well (Lazarev, 2015).
Variables and analysis
The research has been conducted with the prime objective of analyzing the impacts of digital
media on the economic performances of the company of the telecommunication industry. The
research report indicates a positive effect of digital media on the company's financial returns,
mainly if the company is engaged with the customer service industry such as telecom. It helps to
understand that the digital media and telecommunication industry is way too connected and
without digital media, it would be less possible to provide excellent services and make money at
the same time for telecommunication companies. The annual reports of the telecommunication
industry have been collected for further information, and a statistical and forecasts comparison
between the reports has been conducted to analyze the data better (Linz, 2015). The whole
research would be based on quantitative analysis. To identify the impacts, several tests have been
conducted, including independent tests to achieve the target for this research.
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6.3. Organization of the study
The organization of the study is the following:
 Chapter one will be a research proposal outlined in the assignment.
 Chapter two will describe the telecommunication industry in Australia and uses of digital
media in that.
 Chapter three will include the details of methodology – literature review, data series, data
collection and sampling methods, observation key indicators and data analysis methods.
 Chapter four will report the findings and analysis of the research report.
 Chapter five will include a summary of findings from the research to make strategies to
improve the current situation of the company Telstra.
6.4. Budget, Project Activities and Gantt chart
For this proposed research, the budget is $4500 to successfully conducted and complete the
research within the timeframe (date/month/year) as given in the Gantt chart.
The following table will be helpful to understand the specification for the budget:
Purpose Estimated Amount to be Spent
Literature review $1200
Data collection $2000
Data analysis $1300
Total budget estimated $4500
 For the literature review, some reliable resources have been requiring, which costs
money. Some journal articles have been helpful to undertake the literature review, which
will cost around $1200.
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 The purchase of data will cost around $2000. Only reliable resources of information will
be used to collect the data.
 The costs of data structuring and analyzing will be around $1300.
 Overall, the total estimated costs of the budget for this proposed research will be approx
$4500 (below than $5000 (Wu & Zhong, 2019)
Project activities and schedules
For conducting any research whether it’s on a large scale or small scale, it is imperative that the
researcher makes an effective scheduling plan for all of the activities which are essential and
including in the research. It not only helps to classify the work and also very helpful to manage it
in the prefix time duration as well (Lazarev, 2015). It makes the research accessible to conducted
and implement the plan according to the need or requirements of the study as well. All activities
of the survey will be classified, which will be helpful to research. It is considered to be the very
first step of the research work and one of the most important one too.
Activities Starting date Ending date Duration
Research project
selection
8th February 2019 15th February 2019 One week
Consideration of
research methodology
16th February 2019 1st March 2019 Two weeks
Secondary data
collection
2nd March 2019 9th March 2019 One week
Creating conceptual
frameworks
10th March 2019 17th March 2019 One week
Conducting a
literature review
18th March 2019 8th April 2019 Three weeks
Submission of the 10th April 2019 10th April 2019 ----------------
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