ICT710 Assignment: Telstra's Digital Disruption and Ethical Practices

This report provides an in-depth analysis of Telstra's response to digital disruption, focusing on the implementation of the Telstra 24/7 app and its impact on customer service and business processes. The report utilizes a Work Centered Analysis (WCA) framework to examine the customers, products, services, major activities, and participants involved in the app's development and deployment. It identifies common disappointments and potential temptations that can arise during digital transformation initiatives, such as viewing technology as a system, making assumptions about technology's capabilities, and avoiding performance measurement. The analysis highlights the importance of ethical considerations in ICT professional practice, emphasizing the need for a balanced approach that considers both technological advancements and human factors. The report also explores the work system method, examining the various components, including participants, information, technologies, and environment, to provide a comprehensive understanding of the digital disruption faced by Telstra. The report aims to provide insight into the challenges and opportunities associated with digital transformation and promote ethical practices in the ICT industry.

Running head: ICT PROFESSIONAL PRACTICE & ETHICS
ICT Professional Practice & Ethics
Name of the Student
Name of the University
Author’s Note

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WCA – Work Centered Analysis Chart
Customers Products and Services
For the development of the work
centered analysis chart the internal and
external customers for the development of
24/7 application is identified. The customer
service provide by the application is needed to
be generated with the help of business
process. The main participants of the business
are needed to be identified and the
information that is used or created from the
app is identified. The technology utilized by
Telstra for managing digital disruption is
evaluated for moving into a single platform
and create a unified approach that acts as a
game changer to the information architecture
(Telstra.com.au. 2019). The WCA framework
is used for implication of the computer system
that the business professionals should focus
and performing on the work. The app is
developed for broadening the technology for
improving the business process, participants
and the information used. The elements used
Telstra 24/7 app and crowd support
platform
Here the app act as a forefront for
societal and economic change for the
management of disruption map.
The app is developed to support a
wide range of device and platform for
delivering customer control for the targeted
1.5 million regular users.

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for mitigating the digital disruption is used for
identifying the change in results.
Major Activities and processes
Major Steps:
Develop the app by linking the CrowdSupport community that is another channel that is used
by Telstra for revolutionizing the method relating to services and customers.
 The user downloads the app from playstore or appstore for using it.
 The user identified the usability and features provided by the app and provided contact
information.
 It helps in managing different services at the same time depending on the needs of the
user.
 Multiple services such as broadband services, Telstra mobile, landline, etc. can be
managed from the app.
 The user needs to register into the account with the details of the services for which the
user has subscribed.
Rationale:
Instead of forcing the users to go to the office of Telstra or call to the customer care the
app permits the user to access the resources from online from different location. The app helps
in manage the services such as checking data usage, view and pay the monthly bills, online
tracking of the order or buy other Telstra service.
Participants Information Technology
 The user who are  User information of the  Personal smart mobile

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interested for taking
advantage of the
different offers and
use the Telstra App
are the main
participant.
 The account
manager for
managing the
account of the user.
 Service department
for providing service
to the user
customer
 Outstanding bill and
last payment or data
used by the user
 Service details and
offers provided by
Telstra
devices used by the
customer
 Networks and servers
used by Telstra for
processing the user
request.
Common Disappointment
There are different systems that are used by the organization that can cause failure or
disappointment. The excellence, quality and agility for the app development help in reducing
the complexity of the personal life of the users.
Switching to the app can help the user to find the new service plan, bill payments and
current usage of the plan from remote location and correct the bills that is received by the user.
The app can help the user to switch to a new plan or compare the available plans that is
suitable for the user daily usage.
The tendency for the selection of new technology and the central element for the
development of app helps in reflecting a techno centric view.

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The difficulty for the implementation of the app in the current business process is
needed to be identified for focusing on the organizational aspects and assuming that the
technology is responsible for success and causing mistakes and error in the business.
There are different publicized stories that causes digital disruption and high level of
disappointment for the It related projects. There is different temptation that are needed to be
identified by Telstra for avoiding their consequences and address the needs of the user and the
business.
Temptation#1: Visualizing technology as a system
The case study of Telstra is reviewed for identifying the issues in the case and the
benefits that Telstra can achieve with the implementation of the system. The technology is
needed to be seen as a central component or even as an entire system for the reflection of
techno centric view (Luchese et al. 2018). It is needed to be assumed that the technology is
responsible directly for the success and provides a balanced view for the recognition of the
people and managing work practice to improve the customer relationship (Perdue, Driscoll and
Petrykowski 2017). The system is defined as a software in the business for discussing its
benefits and software features but for Telstra the software acts as a part of the system.
Temptation#2: Making assumption that technology can make diversified changes in the
business.
The technology can be used as a magic bullet for the computer industry and it helps in
providing the information that are required for making people smarter and transform the
organization for gaining competitive advantage (Steadman and Thomas 2015). With the great
potential of IT the organizational problems can be solved with the adoption of the app
development and create a larger support system for handling more number of customer from a

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central location (Revell et al. 2018). The user enthusiasm and the technical capabilities helps
in development of a techno centric design. The team member involved in the project
development should pay more attention to the technology that can be applied for reducing the
complexity and elaborate the security system to perform the basic needs of the organization.
Temptation#3: Abdicating the responsibility for the system
The current business operates using an information system and the app is needed to be
connected with the information system using a secure link for fetching data and information.
Telstra is an internet service provider company and responsible for producing account
statement and performing other organized activity. The IT managers are responsible for
development of computer related tools and running them in the system but the line manager is
responsible for defining the operation of the organization (D. St-Maurice and M. Burns 2018).
The responsibility related with the confusing system are sometimes abdicated by the managers
are excessive powers are granted to the It professionals for deciding and defining the operation
of the system. The manager sometimes may be unwilling to get involved in the analysis and
giving excuses.
Temptation#4: Avoiding measurement of performance
The key performance indicator is needed to be identified and actual values are needed
to be provided for the estimation of metrics in the area (Abdel-Rahman 2017). The
management of goals and responsibility is needed to be measured for increasing the difficulty
and avoid the error occurrence. Measuring the avoidance causes a significant effect on the
project including IT because it can help in improving the unclear goals (Duarte et al. 2015).
The capability of the new app and the benefits for taking better decision is identified for
deciding whether can improve the effort.

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Temptation#5: Superficial analysis acceptance
It is started with the development of the project and finding that the users and
managers are willing to participate in the development process. The goals and objectives are
needed to be defined for identifying the changes that are needed to be done for the
accomplishment of the goals (Sutrisno et al. 2016). The response time of the app should be
kept minimum and a techno centric design is needed to be created for focusing on the IT
related changes and management of work practice (St-Maurice 2017). The microscopic details
and the pressure on keeping the project schedule for avoiding loss of gain should be identified
and the issues are needed to be plunged.
Temptation#6: One dimensional thinking acceptance
The work practice for understanding the application of the system in the foreground
and background of the business process is needed to be identified. The available infrastructure
and existence for producing the product is essential for the analysis of the current system and
using them in the one dimensional analysis for analyzing the existence of the system in
vacuum and getting the intended outcome (Ceolta‐Smith, Salway and Tod 2018). The
computerized capabilities of the app help the managers and designers to validate the benefits
and manage the proposed changes to implement them in the organization.
Temptation#7: Assumption of desired changes for its implementation
Innovations cannot be implemented themselves and changes is needed to be significant
that requires planning, extensive communication and implementing effective response for the
emergence of the problem (Hicks 2018). The well designed system can encounter difficulties
in implementation due to unavailability of the resources and thus extra effort is needed for
utilizing the available resource for the completion of the task. An unrealistic assumption for

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ICT PROFESSIONAL PRACTICE & ETHICS
implementing the project causes resistance and different interpretation for the resistance
(Brown 2018). It should be believed by the software team that capability of the team members
is needed to be improved and the employees should be motivated to believe that intended
changes is reflected in the business.
The basis of the work system method is apparent in commonality
Participants and customers – A separate thinking should be used for identifying the
participants of the system and the customers. The main participants are the employees of the
company who works for the development of the system (Pritchett 2018). The customers are
defined as a work system participant for the Telstra case study for performing the self-service
activity and use the technology being developed for them.
Information – A computerized database is involved for each of the work system and it
might contain other information stored in it. The transaction related with the information for
the app is stored in a highly structured database other relevant information should be from
different modules of the information system.
Technologies – The work system is highly dependent on the technologies and it ranges
from personal computing, telephones and web sites for making complex calculations.
Services and products produced to the customers – The work system is designed to
produce elements for the internal and external customers (de Souza et al. 2018). The
administrator is responsible for the management of data and maintain overtime of software.
Environment – The shared infrastructure and for the development of the environment
can affect the operation. It can help in meeting the industry wide expectation and developing
of a effective and attractive application.
Infrastructure – The information infrastructure, technical and human infrastructure is

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used for increasing the reliability of the shared infrastructure (Lucas 2017). For example, the
development of the app is dependent on the human infrastructure and for maintaining the
working environment the technical infrastructure is needed to be provided as a resource to the
development team.
Strategies – An operational strategy is needed to be developed for taking decision and
the approval of the user access. It helps the customer to take decision and improve the
relationship with the system while resolving the conflicts for the management of company
policy.
Short Note on Telstra:
Telstra is selected as an organization for/ the analysis of digital disruption and
outlining the changes that are adopted by the company for the management of the event. The
company has implemented a 24/7 application for supporting the crowd and improving the
relationship with the customer. The development of the app helps in investing in design,
people and digital deliver. The extension of the company is known for the culture of
engineering and digital transformation of the company (Telstra.com.au. 2019). The app acts as
a single platform for developing a unified approach for the development of an information
architecture and act as a game changing and it helps in delivering a control on the customer. A
crowd support community is used as a channel using which Telstra revolutionized different
paths for relating with services to the customer. A work centered analysis framework is used
for management of business process and identifying the steps involved for managing the
business process.

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