Digital Disruption: Telstra

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INTRODUCTION: The impactful breakthroughs in digital technology have led organizations to face a variety of dynamic environmental challenges which include speedy pragmatic change, globalization yet an increasingly more aggressive landscape also changing customer expectations and conduct. Technology empowered customers’ not just purchases products and services but a more personalized ‘experience’ forcing the businesses to be customer-centric in this competitive environment. This implies that organizations need to be abreast of the changing needs and demands of their customers which require more than simply classifying the customers into demographic categories. Today it is the necessity of organizations to go an extra mile in truly understanding their customer, creating significant experiences for them by anticipating their needs and demands. Telstra commenced its digital agenda in 2010 including the …show more content…

What is going on? Digital Disruption ‘Short fuse – big bang’, a research paper proposed in 2012 by Deloitte Access Economics illustrates how digital disruption affects the way businesses run, our ideology and our interaction locally and globally, benefitting the organizations and individuals who respond positively to digital disruption. This paper comprises of 5 such major Australian companies who have emerged to be successful in their digital journey among which Telstra is the one. Telstra is a 120-year-old Australia’s largest telecommunications organization having over 60 million mobile services in operation with the purpose to create a brilliant connected future for everyone. In 2010, Telstra recognized that in order to prosper and become successful as an organization competing with many others in a digital economy it had to embark on its own complete virtual transformation amplifying itself from its origin as a basic engineering model to fast-paced digital one; as a result, Telstra Digital was

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