Telstra 2010 Annual Report Download - page 7

iv www.telstra.com
CHAIRMAN & CEO MESSAGE
OUTLOOK
A commitment to
improve customer
service and satisfaction
is at the heart of our
strategy as customer
behaviour changes.
We believe our strategy
is in the best interests
of shareholders as we
manage the business
for sustainable future
growth, not just for the
short-term.
We could focus on maximising cash in the short-term,
cut costs and continue to lose market share, or take
a long-term view by investing in customer service,
simplifying the business and competing effectively to
retain and acquire customers. We must prepare for
future opportunities by investing in innovation and
differentiation.
Outlook
2011 is a transition year for Telstra and our strategy
is to invest in operational excellence to prepare the
company to compete in the future.
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investments, the company expects a high single digit
percentage decline in EBITDA. We also expect free
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of this necessary investment will become apparent from
2012.
Broadband
With the election result now known, Telstra has
certainty that building the National Broadband Network
will be retained as a public policy objective and our
negotiations with NBN Co and the Government towards
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continue. We are committed to engaging constructively
with the Government across our many areas of
common interest, including the NBN and regulatory
reform. As always our obligation will be to represent
the interests of Telstra investors, customers and staff.
Customer Satisfaction
At Telstra, we are driving to become a true service
leader, focused on delivering a great experience for our
customers every time. Customer satisfaction is a key
priority for us and we know that our customers must
see value in everything we offer.
Over the past year, we have listened to more than
700,000 Australians who have told us what they think
of our service and the products we offer.
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to investments and excludes any proceeds from the sale of businesses