Telus 2010 Annual Report Download - page 53

TELUS 2010 annual report . 49
Corporate priorities for 2010 – Progress
Capitalize on the full potential of TELUS’ leading wireless and wireline broadband networks
.Wireless smartphones increased to 33% of TELUS’ postpaid subscriber base at the end of 2010, facilitating growth in wireless data revenues
.Wireless data ARPU increased 21% to $14.39 in 2010, largely offsetting the ongoing decline in voice ARPU
.Wireless subscribers increased 6.9%, in the face of increasing competitive intensity
.TELUS TV subscribers increased 85% to 314,000 at year-end 2010, contributing to the growth in wireline data revenues
.Internet subscribers increased 1.2% to 1.23 million at the end of 2010.
Enhance TELUS’ position in the small and medium business market
.TELUS increased sales of its integrated small business bundle, TELUS Business One®, which includes connectivity (voice, Internet and email services),
security, hosting, audio and video conferencing, and other IP-based tools
.In support of Push To TalkTM services on the Mike® network, TELUS introduced the Android-based Motorola i1 touchscreen phone. In addition to providing
premium smartphone features, the i1 is built to military specifications and certified for extreme conditions.
Ensure TELUS delivers its future friendly brand promise to clients
In 2010, TELUS intensified its focus on delivering an improved customer experience. In June, the Customers First initiative was introduced. It is an innovative
program that brought all senior managers to the front line to listen to customers and learn from team members. Initiatives identified, such as an improved
interactive voice system and more flexible installation times, are leading to measurable improvements for TELUS’ customers.
As described in Section 2.2 – Providing integrated solutions
.Launched the Clear and Simple Device Upgrade program for wireless customers, making it easier to upgrade to the latest wireless smartphones
.Introduced data notifications advising wireless customers of potential data overage charges, allowing them to better manage their data usage and cost
.Introduced a more transparent cancellation policy for wireless customers who activate or renew their contract after November 21, 2010
.Enhanced the TELUS TV experience with the introduction of Optik TV, improved installation capability, improved availability of high-definition TV channels
and PVRs, increasing geographic coverage, marketing of bundled offers, and expanding channel selection. The Company upgraded a significant
portion of its existing IP TV subscriber base on older platforms to Microsoft Mediaroom in 2010.
Continue to improve TELUS’ operational efficiency to effectively compete in the market and fund future growth
As described in Section 2.2 – Investing in internal capabilities
.Realized operating savings of $134 million in 2010
.Restructuring initiatives are expected to contribute to realization of incremental efficiencies of approximately $50 million in 2011.
Increase TELUS team engagement and live the culture of personal responsibility and customer service.
.The measure of team member engagement increased by three percentage points in 2010
.The TELUS Work Styles Program seeks to transition the Company’s domestic workforce to as high as 40% mobile workers (in the office three days each
week, sharing workstations) by 2015. Of the remaining team members, 30% could work at home and 30% could work in TELUS buildings. The program
plans to lower the use of real estate and reduce the Company’s environmental footprint.
MANAGEMENT’S DISCUSSION & ANALYSIS: 3
Corporate priorities
2009 2010 (see Progress, following) 2011
Execute on TELUS’ broadband strategy,
leveraging investments in leading wireline and
wireless networks to deliver winning solutions
for customers
Increase the efficiency of operations to
improve TELUS’ cost structure and economic
performance
Outpace the competition and earn the
patronage of clients through an engaged
TELUS team.
Capitalize on the full potential of TELUS’
leading wireless and wireline broadband
networks
Enhance TELUS’ position in the small and
medium business market
Ensure TELUS delivers its future friendly®
brand promise to clients
Continue to improve TELUS’ operational
efficiency to effectively compete in the market
and fund future growth
Increase TELUS team engagement and live
the culture of personal responsibility and
customer service.
Deliver on TELUS’ future friendly brand
promise to clients
Optimize TELUS’ leading wireless and wireline
broadband networks
Drive market leadership position in small and
medium business and healthcare markets
Continue to improve TELUS’ operational
efficiency to effectively compete and fund
future growth
Raise TELUS team engagement to the next
level and continue to drive the philosophy of
“our business, our customers, our community,
our team, my responsibility.”