Telstra 2000 Annual Report Download - page 5

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How we are driving growth
Key growth strategies
• Implement programs to use our assets
more efficiently
• Enhance our extensive distribution capabilities
• Improve productivity in the delivery
of our traditional telephony services
• Improve our marketing and sales activities,
control our costs and improve our customer
service
• Reorganised our business units to serve our
customer segments more effectively
• Created a new business unit dedicated to the
needs of our remote and rural customers
• Created a distinct infrastructure services business
with a focus on providing our domestic wholesale
infrastructure customers with world-class
technology, unit cost and service delivery
• Expanded the use of internet-based tools and
technologies (e-enabling) throughout the company
• Continued to offer a broad range of customer focused
product packages that will increasingly be mixes of
traditional products with newer products, such as
high speed internet access and mobile and wireless
telecommunications
How we will implement the strategy Some of our initiatives
Optimise returns
from traditional
telecommunications
products and
services in Australia
Focus on key growth
opportunities in mobile
telecommunications
Focus on key growth
opportunities in data,
broadband and
the internet
• Continue to be the market leader in mobile
telecommunications in Australia
• Grow our revenues and earnings in this market
• Expand our GSM coverage, particularly highway
and in-building coverage, and use additional
spectrum to enhance capacity
• Introduce innovative products and services,
including a range of data and information services,
such as GPRS (higher speed packet data), SMS
(short messaging service) and WAP (internet related
applications) on GSM
• Extend our new CDMA network to provide
additional digital coverage, particularly in rural
and regional Australia, and to complement our
GSM network in urban areas
Not all of our businesses, products, services and activities can be shown.
As telecommunications, computing and media
technologies converge, we intend to focus on
enhancing our capabilities to:
• provide services more efficiently
• develop new and innovative products
• expand further into these markets by internal
growth and, where appropriate, invest in
synergistic businesses
• position ourselves to take advantage of this
rapidly changing business environment
• Completed the Data Mode of Operation project
to ensure that our networks and systems are
appropriately conditioned to cope with
exponential growth in data traffic
• Enhanced our ability to offer an expanded range
of data, internet, e-commerce and content-based
products and services through strategic partnerships,
investments and acquisitions and development of
our own products and platforms
• Used our broadband capabilities to develop and
market additional affordable and widely available
broadband applications
• Further penetrated the pay television and
broadband internet market in Australia
Explore growth
opportunities in other
areas of our business
• Optimise our wholesale earnings by improving
and expanding our product and service offerings,
both in Australia and internationally
• Offer commercially attractive terms and
conditions and value-added wholesale services,
such as managed network services on a global
network
• Undertake activities aimed at increasing our
revenues and earnings from outside Australia,
especially throughout Asia
• Our alliance with PCCW will focus on wireless services
in the pan-Asian region, a global backbone network
for wholesale services and for linking our own points-
of-presence, and in the provision of information
technology and telecommunications services to
business customers
• Explore other selected international investment,
acquisition and alliance opportunities generally
and, in particular, with enterprises engaged in
mobile telecommunications, data, the internet
or content-based businesses