ICT 710 - Telstra's Work Centric Analysis: ATMC, Semester 1, 2019

This case study provides a work centric analysis (WCA) of Telstra, focusing on its customers, products, services, and major business processes. It highlights Telstra's adoption of digital disruption, transforming from a conservative engineering culture to a digitally-led organization. The analysis covers the impact of digital technologies on Telstra's business model, customer behavior, and operational processes, including improvements in IT infrastructure, employee engagement, and customer contact. The case study also discusses Telstra's CrowdSupport community and its role in revolutionizing customer relations. The document references various sources to support its findings and provide a comprehensive overview of Telstra's digital transformation.

ICT 710
ICT Professional Practice and Ethics
Task-1
ATMC, 2019 Semester 1
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WORK CENTRIC ANALYSIS (WCA)-TELSTRA
Customers Products & Services
 Mobile users who wants
telecommunication services like voice
services, calling etc.
 Employees who provide telecom services
to the customers
 Suppliers who supplies their services to
customers
 Provides products like mobile, data, voice
etc. to other organizations.
 Provides fixed-line services including
home business, phone etc. and also install
network along with maintenance facility.
 Its services include ISP, internet products
via delivery methods such as ADSL,
Dialup, Cable Internet.
 Other services include customer service
recovery, national broadband network.
Major Activities and Processes
The main business process of Telstra includes:
 Allow enterprises to automate and exchange information via electronically.
 Supporting all protocols, message formats, and standards.
 Map and converts all documents to and from any computerized language.
 Authenticate source and destination of documents and enable secure data transmission.
 Web interface, design, and configuration (Telstra corporation Limited 2013).
Major activities include:
 Developing and delivering on-line, value-added telecommunication services.
 Changing corporate culture and enhancing productivity.
 Update, consolidate, and streamline messages of customers and enterprises and minimize
the business complexity to deliver competitive benefits and reduce cost.
Participants Information Technology
 Customers who are using
telecommunication
services.
 Enterprises who are using
network and fixed line
services to deal with
suppliers and creditors.
 Governments who uses
telecommunication for
receiving or sending
information and providing
benefits to residents and
citizens.
 Employees who are
working in company.
 Provides local calls and
basic access like
installation, internet
services etc. to all
business and homes
virtually.
 It offers intercarrier
services.
 Provide online visibility
of data and information
with the customizable
reporting.
 Gives information in real-
time about
communication process.
It uses network cables such
as:
 FTTP (Fibre to the
Premises)
 FTTN (Fibre to the Node)
 FTTB (Fibre to the
Building)
 HFC (Hybrid Fibre
Coaxial)
 FW (Fixed Wireless)
(Telstra corporation
Limited
2018)

Digital disruption means transformation due to the developing of business models and digital
technologies. There is a huge impact on the business model and digital technology in the value of
present services and products that are provided by the organizations. Since the emergence of
digital technologies, business, and products disrupts the existing market and is the reason for re-
evaluation, thus the term disruption is used. Currently, there are more smartphones in comparison
to the people living in Australia and around two-thirds of the smartphone users access and use
internet on the daily basis and this rapid use of technology has to affect the customer behaviour.
Figure 1: Response to digital transformation
(Source: Clayton, 2015)
The image which is shown above represents the response from the several organizations to the
digital transformation. The survey question was what is the attitude of leaders of the company
towards digital disruption and as the image depicts, 45% of the respondents find it is not a huge
concern, 43% does not give an appropriate response, 32% were the ones who take the follower
methods, and 25% are the ones who actively give response by disrupting their business (Clayton
2015).
Telstra is the most popular telecommunication provider in Australia who provides several
products and services other than telecommunication and now the company is focusing more on
the customers and digitally led at all the opportunities. So, to gain customer focus Telstra also
emerged the digital technology and business model and adopt the digital disruption and its 24/7
application and platform supporting crowd have revolutionized how it is relating to its
customers. At the forefront of the economic and social transformation, media and
telecommunication companies sit squarely in the big bang and short fuse quadrant of digital
disruption map. Telstra in the year 2010 had extended its current business as a conservative

engineering culture to the rapid-paced digital form and thus created the Telstra Digital. After
adopting the digital disruption, there have been a huge change in the operational process and
results and its move to the new technology was game-changing in terms of information
architecture (Allie 2017).
It has gained the best digital position in the market and become one of the best and biggest
digital company of telecommunication in the country. The digital disruption in Telstra has
brought positive change and success including tablet applications and 24*7 smartphones that
deliver services to 1.5 (one and a half) million regular customers in their palms. There is a
significant increment in service transactions in terms of percentage via digital channels. This
transformation has also affected the company’s workers across the retail, media, operations,
enterprise services, and marketing division. These transformations were mainly designed to
provide the “simpler end-to-end services” so that the telecom company can minimize the
operational cost and complete more efficiently and effectively. Telstra has evidently ordered the
impact of the digital disruption on its share price across the right obligation. With the emerging
of digital disruption, the company has improved its IT infrastructure and reporting capabilities,
promote working practices that are flexible and also there is an increment in employee
engagement. Their customer contact has been raised to double in number i.e. from 10 million to
23 million in the year 2011 and also the number of digital sales increased double in number
(Morley 2018).
Another important impact of digital disruption brings in Telstra is its CrowdSupport community
through which it has revolutionized the process it relates to its customers and provides services
and products to them. Every month around more than seven million customers visits the online
system of Telstra. The live support system of Telstra has also been expanded and thus, around 50
people are engaging to the customer so that they can respond to their queries all the time.

References
Allie, C 2017, Drastic restructure to help Telstra 'urgently' transform: Penn, viewed on 15 April
2019, https://www.itnews.com.au/news/telstra-blames-nbn-digital-disruption-for-1400-job-cuts-
465109
Clayton, P 2015, Embracing Digital Disruption and the Internet of Everything, viewed on 15
April 2019, https://exchange.telstra.com.au/embracing-digital-disruption-internet-everything/
David T, Business overview, viewed on 15 April 2019,
https://www.telstra.com.au/content/dam/tcom/about-us/investors/pdf-e/Investor%20Day
%202011.pdf
Morley Lan 2018, Serraview, Telstra maximised their real estate utilisation, streamlined their
move process and saved millions, viewed on 15 April 2019, https://serraview.com/telstra-case-
study/
Ros Eason 2018,What role for Telstra, viewed on 15 April 2019, https://evatt.org.au/papers/what-
role-telstra.html
Telstra corporation Limited 2013, BUSINESS PROCESS EXCHANGE, viewed on 15 April 2019,
https://www.telstra.com.au/content/dam/tcom/business-enterprise/industries/pdf/business-
process-exchange.pdf
Telstra corporation Limited AU 2018, New organisational structure and leadership team for
Telstra, Viewed 15 April 2019, https://www.telstra.com.au/aboutus/media/media-releases/New-
organisational-structure-and-leadership-team-for-Telstra