Telstra 2006 Annual Report Download - page 7

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Market based management (MBM) is a simple concept that puts the
customer at the centre of everything we do. It is based on extensive
research that informs us about our customers’ needs, priorities and
expectations. This knowledge forms the basis of a relationship with
our customers around which we organise all our processes.
MBM provides a deep knowledge of the customer, so Telstra can
actively tailor products and services to customers needs.
• Completed 65,000 interviews with consumer and small
business customers
• Restructured organisation around customer segments, with
the creation of a dedicated small and medium enterprise (SME)
business unit, Telstra Business
• Creation of seven consumer segments and ve business segments
• New advertising campaign launched showcasing Telstra’s
brands – Telstra, BigPond and Sensis
• Launch of subscription based pricing
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We are constructing a state-of-the-art Internet Protocol (IP) Core
network. The new network will enable us to offer an array of new
services such as broadband internet access many times faster than
today’s speeds, multi-channel TV delivered over the internet and video
conferencing.
The new IP Core platform will be 77 times faster than the existing
platform capacity. It will provide users with more reliable and stable
media and telephony services and expand dramatically the number
and range of services any individual customer can use.
• IP Core network well advanced with one third deployed since
1 July 2005
• Alcatel IP-DSLAM technology tested and integrated into the
Telstra network
• In August 2006, we opened the Telstra Integration Laboratory in
Melbourne. The laboratory will conduct end-to-end testing of
the IP core network and associated new products
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We are constructing Australia’s only national 3GSM 850 wireless
network which will reach more than 98% of the Australian population
when it is completed. Telstra will operate services over both the GSM
and CDMA networks until 2008 when its national 3GSM 850 network
provides the same or better coverage. Voice, video and high speed
data capabilities over the 3GSM 850 network will exceed those of the
existing CDMA network capabilities.
• Nationally, by 30 June 2006 over 60% of the 5,112 sites had
equipment installed, with over 80% of transmission lines
completed
• First video call on the 3GSM 850 network placed between
country Victoria and Sydney
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Reduction in the number of business and operational support systems
– originally 1,252 systems – by 75% by end of scal 2008 and 80% by
end of scal 2010.
Simpler systems will mean signicant improvements to the customer
experience via both billing and service improvements. They will also
deliver long term cost savings and increased efciencies for Telstra.
Ten major transformational work programs are in various stages of
completion for OSS (operational support systems used to support
internal business processes) and BSS (business support systems for
customer relationship management, customer care and billing).
• Signed six year contract with IBM to bring together the
operation and management of all Telstra’s internal IT systems
• Automated end-to-end ordering process for IP products for
business and corporate customers
• Negotiated contracts and selected suppliers, including world
class vendors such as Accenture, Comverse and Siebel
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We are equipping our staff with the right skills to build, operate and
maintain next-generation networks and better service to customers.
We are investing $210 million over ve years in a new training program
for technical, engineering and marketing staff. Telstra has partnered
with Accenture to establish the Telstra Learning Academy.
Telstra’s technical eld workforce is becoming more mobile and
responsive to customer needs with new tools and equipment to
support operational performance.
We are working towards extending the rostered work hours of
technicians to provide service on evenings and weekends, and new
systems to permit more work to be performed remotely without
requiring customer attendance.
• First students graduated from the Telstra Learning Academy in
August 2006
• Deploying Global Positioning Systems (GPS) devices in Telstra
vehicles to improve customer service, the safety of our people
and the security of our vehicles
• Equipping technical eld workforce with the right tools including
self-calibrating gas detectors and high-speed wireless modems
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