MICT710: Telstra's Digital Transformation and Ethical Considerations

This report analyzes the ethical implications of Telstra's shift from a conservative engineering-based company to a fast-paced digital organization. It employs the Doing Ethics Technique (DET) to assess the ethical issues arising from this transformation, particularly concerning data breaches and job losses. The analysis also considers the situation from the perspective of ICT professionals and the ACS code of ethics. The report further explores the potential use of decision support systems and business analytics by Telstra to gain a competitive advantage, along with the necessary IT governance and standards. Ultimately, the report provides recommendations for Telstra to make more ethical decisions that benefit all stakeholders, ensuring data privacy and security while mitigating negative impacts on employment.

RUNNING HEAD: Professional Practice and Ethics
Professional Practice and Ethics
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Professional Practice and Ethics 1
Executive Summary
The below mentioned report provides information about the ethical code of practices that should
be initiated by the company present in the environment. The below mentioned report explains the
unethical decision implemented by the company Telstra with an aim to satisfy customers. Instead
the company faced difficulty in managing the threat of data breach. DET model is used for the
company to analyze the issues and take measures to prevent it proactively. Further, the report
provided the situation analysis from the ACS code of ethics point of view as well. Lastly, it was
concluded that with the help of recommendations given in the report the company can effectively
take ethical decision that are good for all the stakeholders of the company.

Professional Practice and Ethics 2
Contents
Executive Summary.....................................................................................................................................1
List of Abbreviations....................................................................................................................................1
Introduction.................................................................................................................................................1
Analysis of the situation using the Doing Ethics Technique.........................................................................2
Assessment of ethical consequences..........................................................................................................6
Analysis of situation from ICT professional point of view............................................................................7
Conclusion and recommendations..............................................................................................................7
References...................................................................................................................................................9

Professional Practice and Ethics 3
List of Abbreviations
ICT: Information Communication Technology
IT: Information Technology
ACS: Australia Computer Society
DET: Doing Ethics Technique

Professional Practice and Ethics 4
Introduction
In the current business environment communication has become one of the most important
aspect that is required by all organizations to implement new strategies in the business.
Worldwide there are many organizations that have used information technology to organize the
activities of their business and succeed as well. Apart from changing the activities of the
business, it is important for the companies to organize their activities so as to perform their
activities without facing any type of barrier in the business. In most cases, organizations lose its
competence and perform unethical activities by changing the activities of the business. However,
as change is the most important aspect so the companies should organize activities that fulfill the
legal and ethical obligations in the environment (Mansell 2010). Further, the purpose of below
mentioned report is to provide information about the company Telstra. It explains the shift in the
activities of the company from conservative engineering based company to fast paced digital
organization. The report explains analysis of the activities of the company with respect to doing
ethics techniques, further it also explains the situation of Telstra with respect to ICT
professionals and ACS code of ethics. Telstra is one of the biggest organizations working in the
field of communication technology in Australia. The company needs to manage their ethical
needs present in the environment, in response to which the report identifies the activities of the
company and the implication of its actions (Dittrich, Bailey, and Dietrich 2011). Further, more
details about the report are discussed below:
Analysis of the situation using the Doing Ethics Technique
The process of change management is very crucial for the organizations as it is important for
them to make decisions effectively that achieve the desired objectives of the organization along
with completing the ethical techniques as well. The information technology decision initiate by
the company Telstra is the optimum for the growth of the company but not completely ethical
(San-Jose, et. al., 2013). Resulting to which the company started facing ethical issues in the
management, in response to which the doing ethics techniques is discussed below to understand
the issue and its ethical implication:
Doing Ethics Techniques

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The DET is a technique that helps the people in finding the ethical issue behind the case, the
person responsible, ethical implication of the event etc. This technique answer all the questions
related to the case. Further Telstra ethical issues in changing in IT techniques are discussed
below:
What’s going on?
 Telstra is Australia’s largest telecommunication that was founded in the year 1975; the
company provides different types of telecommunication services in the Australian
industry. The company till provides its services in 20 nations worldwide along with
which in Australia the company is known for providing fastest mobile network
(Bannister, and Connolly 2014). The company provides more than 17.6 million retail
mobile services in the market along with 3.55 million retail fixed broadband services and
5.1 fixed voice service in to customers in the market of Australia.
 The company has adopted a digital route to provide efficient and effective services to the
customers in the market. Telstra being placed in the telecommunication understood the
importance of innovation and technology in the business in response to which they
initiated adequate disruptive innovation techniques. Resulting to which, the company
changed their business structure from using conservative engineering culture to fast
paced digital innovation. The company focused on the interest of the consumers for
which they built their application along with crown support platform as well (Harris, et.
al., 2011).
 After implementing these technologies in the business, the company earned the
satisfaction level of the customers to the greater level. The technology helped the
customers to raise their queries and get it solved as well. Also, this facility is mobile so it
becomes easier for the organization to address the queries of the people. Apart from such
advantages, there are certain disadvantages associated with the company that are laying
negative impact on its customers. The major concern of the organization is security and
privacy of the people of the company and its customers as well. Along with which, there
is a problem of loss of job associated with the company. This model promotes automation
that reduces the number of jobs in the environment. An infrastructural model is based on
the digital mediums that increase the threat of cyber-attacks for the organization. Also,

Professional Practice and Ethics 6
the cyber criminals can easily access the data by attacking it due to which the price
sensitive information of the company can be breached (García Del Junco, De Reyna
Zaballa, and García Álvarez de Perea 2010).
What are the facts?
 The facts related to the case are discussed below:
 Telstra has started using the digital media platform by developing a mobile application
naming 24/7 and crowdsupport platforms as well.
 This device formed by the organization helps the customers to resolve the issues related
to the services provided by the company. It increases the satisfaction level of customers
as well.
 This crowd support feature also increases the concern of the organization for the security
and privacy.
 Use of this type of platform introduced by the organization might increase the chances of
data breach and cyber-attacks for the organization. This type of technological change
makes the company more vulnerable in the external market (Laaksoharju 2010).
 Automaton facility provided by the employees of the company increases the threat of loss
of jobs as well.
What is the issue?
 The issues attract with the change in technology and decisions of the company Telstra are
discussed below:
 Use of platform like crowd support has increased the chances of data breach in the
organization. This aspect also gives rise to the substantial attack of the potential cyber
criminals who can easily access the data of the company and affect its image in the target
market.
 With the use of crowd support platform in the organization, the management has started
making automation their first priority; resulting to which, they are reducing the number of
jobs in the organization (MacFadden, and Schoech 2010).
 It should be noted that as Telstra is aiming to store the data in the cloud which attracts the
unethical hackers to access the details of the clients and the company as well.

Professional Practice and Ethics 7
Who is affected?
The people affect with decision of the company are discussed below:
 Company: The Company Telstra is itself affected with such decision for shift in
technology for the betterment of the company. Although, this process is providing many
benefits to the organization but along with that it brings various threats for the
organization as well. This technology was introduced in the company concerning the
Customer Relationship Management. This technology was adopted by the company in
2010 which showed positive results for the company in the market as the people became
more satisfied from the activities of the organization. Furthermore talking about the
negative aspects associated with the decision, it should be noted that use of this
technology can bring danger for the image of the organization (Liberman‐Yaconi,
Hooper, and Hutchings 2010). The employees can get dissatisfied with the activities of
the company; there is threat of breach of the private data of the organization and many
more. The new technology induced all the data of the company thus; one cyber-attack can
easily ruin the whole image of the company. The company faced criticism in market for
neglecting the negative impacts of the use of crowd support platform in the organization.
Loss of jobs became another aspect of criticism for the company. Resulting to which, the
profit margin of the organization reduced by 37% in the year 2017 (van den Hoven, et. al.,
2012).
 Customers: Customers are the biggest stakeholder of the company, so it is important for
them to keep the customers satisfied in order to retain their activities in the target market.
The mobile application 24/7 addresses the personal queries of the clients and resolves
them easily. But this gives a chance to organization to store their personal information.
Increase in cyber-security attacks for the organization can increase the threat of leakage
of personal information of clients as well.
 Government: The government of the country is directly affected with the activities of the
company in the target market. It is the responsibility of the government to take care of the
interest of the citizen of the country and make sure no personal information is shared by
anybody without their approval (Harris, et. al., 2011).
This leads to Ethical Analysis

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What are the ethical issues and what are its implications?
The moral issues and their suggestion can be realized by the assistance of a few theories. For
instance:
 Virtue theory: It is a hypothesis which judges the circumstance in view of the
trustworthiness and character. The choices that are taken by the firm upgrade the buyer's
involvement and in the meantime it satisfies their prerequisites. Since the choice was
helpful for both organization and customers thus this hypothesis recommends the activity
to be moral.
 Deontology theory: This hypothesis recommends that any moral circumstance must
depend upon the activity as opposed to the outcomes came about through the activity.
Referring to the company's activities must be engaged towards enhancing the experience
of their purchasers in light of the administrations they are giving. This hypothesis
legitimizes the stages notwithstanding when there is rupture of protection conceivable
consequently the activities of the organization as indicated by this hypothesis can't be
thought to be dishonest (Chakraborty, and Chatterjee 2012).
 Contract theory: This hypothesis judges the activity to be moral or untrustworthy in
view of the authenticity of the moves made. The referred to company's activities
depended on advanced interruption for giving amazing administrations to its customers.
Since the organization is likewise bound to ensure the security privileges of their
customers and is taking different endeavors on this issue subsequently this hypothesis
underlines it to be moral. Their definitive points were simply to give brilliant
administrations to its customer’s in the meantime getting disturbance the market
(Patrignani, and Whitehouse 2014).
 Utilitarianism theory: This hypothesis is bit not the same as that of deontology as it
thoroughly judges on the outcomes and not on the moves that is made all the while. In
spite of the fact that the activity of using new innovation was helpful for the clients’ and
the organization still it isn't good with respect to the organization’s ethics. This is a result
of the security and protection concern brought by the innovation. As this hypothesis
judges the profound quality of the circumstance consequently it doesn't comprehends the
procedure to be moral. This hypothesis recommends being exploitative in view of the

Professional Practice and Ethics 9
result like weakness to the information rupture, in the meantime due to the activity
misfortune that this innovation is creating (Nica 2013).
 Indeed, even afterward that there are numerous means that were taken by Telstra for
upgrading digital security; it isn't sufficiently skilled to confine expansive number of
digital assaults that can be conceivable on their frameworks.
What can be done about it?
 The company can easily make use of actions that can reduce the extent of threat for the
data breach of the company in the target market. In order to adequately address privacy
and security concern, the company should make use of best and innovative technology
that can re-build the platform and make it less accessible by hackers. The can also build
the infrastructure with the help of firewalls. They can also inform the clients about the
wrong practices and precautionary measures to address them (Ruighaver, Maynard, and
Warren 2010).
What options are there?
 Telstra can create digital disruption again in order to eliminate the old and ineffective
model from the organization.
 The company can enhance infrastructure design model by welcoming contributions.
 Telstra can also spread awareness about the cyber security issues attracted with the
organization and its precautionary measures as well.
Which option is best – and why?
 Investment in infrastructure and innovating is so far the best way to overcome the
challenges in the organization. The framework used by the company is ineffective so they
should initiate new changes in it by keeping the core value and benefits same but making
it more authentic and strong. This will reduce the threat of data loss, unethical hacking
etc. (McLean 2011).
Assessment of ethical consequences
IT Governance

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It is said to be as the fundamental system having formal nature which can help Telstra by giving
them a structure for ensuring that their objectives underpins the IT ventures. It helps in making
viable and fitting use of data innovation in their business which will help them in accomplishing
their objectives. The Governance identified with IT recommends the manners by which the IT
framework will be put with the firm so no issues identified with rivalry, choice and business
advantages can emerge. It adjusts basic leadership, methodologies and the IT framework in a
similar plane. The structure proposed by it will help in lessening the worries identified with
protection and security (Szelagowska-Rudzka 2015).
Technologies with the help of which company gains competitive advantage
There are different kinds of advancements that have been utilized inside the Telstra and every
last bit of it gives them the upper hand over the others. Telstra is putting consumer service
facility office named 24/7. Clients can profit its administrations with the utilization of portable
innovation and it is accessible on the two iOs and Android Platform. Utilizing this application,
individual from Telstra can interface with others on the crowdsupport stages. This aide in
discovering answers for the clients of the organization in the meantime it is created. This gives
competitive advantage to the organization as it helps in giving better client benefit which is
extremely basic in the cutting edge firms (Kline 2010).
Organization additionally takes utilization of the outage management system that is able to do
precisely estimating the term and size of the outage, discovering expenses and raise cautions
with respect to the frameworks that is utilized as a part of the association. This additionally helps
in having advantage over the competitors as the best possible methodologies can be made
utilizing the innovation. Suitable estimation of costs helps in overseeing money related position
of Telstra which is essential in the measure of rivalry that is available in the market. As Telstra
was profoundly worried about making cost cuts henceforth the innovation will be greatly useful
(Griseri, and Seppala 2010).
Telstra is likewise utilizing Web of Things which is very advantageous for interfacing every one
of the gadgets inside the firm. It is thought to be as the fate of the business innovation. As Telstra
is moving towards mechanization henceforth IOT can be extremely useful which will help them
in having edge over their rivals (Gaita 2011).

Professional Practice and Ethics 11
Analysis of situation from ICT professional point of view
It is important for every organization to follow the code of ethics while initiate a decision in the
organization. Further the analysis of situation from ACS code of ethics point of view is discussed
below:
 Professionalism: The process helps the management of the company to understand and
evaluate the problem resulting to which they gain effectiveness to solve it. Thus,
professionalism is maintained (Australian Computer Society 2014).
 Competence: The introduction of technology in the environment helps the company to
become competent in the eyes of customers and provide them better level of satisfaction,
due to which competency increases (Van den Bergh, and Deschoolmeester 2010).
 Professional Development: This aspect of ethics reduces in the organization due to the
loss of jobs of employees with the increase in automation (Yoon 2011).
 Honesty: While providing the technological services to the clients, the organization did
not give details about the pros and cons of the platform. Thus, the company fails to fully
satisfy this code of ethics.
 Primacy of public interest: Every organization in the current environment should make
the interest of the customer their top most priority. In response to which the company
should Telstra should use the technology that support the activities of customers and do
not harm them. However, increases the threat of data breach violate this code of ethics for
the organization (Thomas, Burmeister, and Low 2017).
Conclusion and recommendations
From the above report it can be inferred that Telstra is one of the greatest media transmission
organization which gives brilliant administrations to its customers. It is has changed its method
for working together by executing innovations in their business. Such changes may bring about
different sorts of interruptions. With the presentation of utilization like 24/7 and additionally
crowdsupport design it is possible to solve the questions related to individuals however this has
likewise raised different sorts of security and moral issues for Telstra. This is obvious from the
examination done by doing morals method. Telstra must use best of wellbeing bolster design in
order to diminish the helplessness of the information identified with clients.