BT 2014 Annual Report Download - page 18

15
The Strategic Report
Purpose and strategy
Purpose and strategy
Our purpose
Our purpose is to use the power of communications
to make a better world. By bringing together the
best networks and technology with the expertise
of our people, we make connections and create
new possibilities.
Who we are
The world is being transformed by communications. BT is a
communications company  and our purpose is to use the power
of communications to make a better world.
Our heartland is the U where we are the fabric of the national
infrastructure. But we are not just a U company  we have operations
that stretch around the globe. In the U, we sell products and services to
consumers and small and medium-sied enterprises (SMEs). Around the
world, as well as in the U, we provide managed networked IT services
to large multinational corporations, domestic businesses and the public
sector. We also sell wholesale telecoms services to Cs in the U and
internationally.
Our systems deliver the intelligence of the modern world. By bringing
together our networks, our technology and the hard work and expertise
of our people, we develop services that our customers value.
These days, life and work is built around connectivity. Through us,
millions of individuals connect to friends and family, and have a wealth
of information and entertainment at their ngertips.
We believe that people want to work with a company that supports their
ability to grow and is a positive force in the communities where it operates.
Whether it is by making connectivity accessible wherever it is needed,
helping our customers to become more energy-ecient or looking for new
ways to make healthcare or education more eective, we are committed
to growing a successful business, by being valuable to our customers and
society. And we are committed to delivering value to our shareholders.
Our strategy
Our strategy is based on three foundations.
They build on one another and are supported
by six strategic priorities.
Our strategy for the last four years has been about making BT
a better business with a better future.
Improving our customer service, transforming our cost base and
investing in the six strategic priorities shown below. These have been the
foundations of our strategy. They build on one another. The better we
serve our customers, the less time and money we need to spend putting
things right. The more we save through transforming our costs, the more
we can invest in giving customers what they need now and in the future.
We are now a better business than we were and our strategy is evolving.
Our six strategic priorities that have served us well are also evolving.
Being a responsible and sustainable business leader for example
is now part of who we are and how we do things  not a standalone
priority.
ooking ahead, our focus is shifting more towards our goal of delivering
sustainable, protable revenue growth. To achieve this we need to
broaden and deepen our relationships with consumers, businesses and
public sector clients, increasing our relevance to them as markets and
technologies change.
The foundations of our strategy will remain largely the same  deliver
superior customer service, transform our costs and invest for growth 
but the activities will shift as we enter the next phase of our journey.
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Customer
service delivery
,nvesting
for the future
Cost
transformation
Our strategy