BT 2014 Annual Report Download - page 9

6Overview 6
Our risks
ike all businesses, we are aected by, and must manage, risks and
uncertainties that can impact our ability to deliver our strategy.
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Our strategy
Driving broadband-based consumer services
Being the ‘Brand for Business’ for UK SMEs
BT Global Services – a global leader
The wholesaler of choice
The best network provider
A responsible and sustainable business leader
Customer
service delivery
Investing
for the future
Cost
transformation
Our business model
Customer
service delivery
Investing
for the future
Cost
transformation
Delivering
value
Shareholders
Customers
Society
Financial
strength
People
Technology
Networks
Products
and
services
Our business model delivers value to our
shareholders, customers and society.
The unique combination of our people, technology and networks,
together with the products and services we sell, sets us apart from our
competitors. And we have the nancial strength to invest in these to
make sure we stay ahead.
The three foundations of our strategy  customer service delivery,
cost transformation and investing for the future  are at the heart of
the way we run our business. Improving our customer service helps
our customers but also allows us to reduce the cost of serving them.
Thisreinforces our nancial strength and helps us to invest in our
business and our people. The cash that we generate from selling our
products and services in the U and around the world helps us reward
our shareholders and full our other nancial objectives.
hat we do also matters to the communities we are in and to wider
society. e make connections, create new possibilities and deliver value.
e are condent our business model will deliver value today and in
thefuture.
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e are committed to growing a successful business
by being valuable to customers and society, and to
delivering value to our shareholders.
This Annual Report reects the strategy that was in place during the
year, which was about making BT a better business with a better future.
Our strategy has been based on three foundations which build on one
another customer service delivery, cost transformation and investing for
the future.
The better we serve our customers, the less time and money we need
to spend putting things right. By transforming our costs, we create
opportunities for investing in our future. By investing in the six strategic
priorities shown below our aim has been to grow the value of our business.
e 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.
ooking ahead, our focus is shifting more towards our goal of delivering
sustainable, protable revenue growth. e aim to achieve this through
investing in ve strategic growth areas bre T and content mobility
and future voice U business markets and leading global companies (you
will nd more on these in the case studies throughout the report).
And we want to broaden and deepen the relationships we have with
our customers. But the foundations of our strategy remain largely the
same deliver superior customer service, transform our costs and invest
for growth.
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