Telstra Is The Australias Largest Telecommunications Companies Marketing Essay

Telstra Is The Australias Largest Telecommunications Companies Marketing Essay Abstract Telstra is the Australias largest telecommunications companies. it is the state-owned enterprises in Australia . Telstra is the one of the worlds best telecommunications company, and it is the Australias leading full-service telecommunications operator, it also set up a special department responsible for the development of data, internet and e-commerce business to promote the development of value-added services. Telstras marketing strategy is very successful, so the report firstly introduces the background of the Telstra. and secondly , it use market tool SWOT to analysis the Telstra ,from opportunities ,threats, strengths, weaknesses, and then analysis the Telstra s strategy. Finally, it gives a short conclusion. 1. Introduction Network modernization not only helps improve the traditional telecommunications services, but also to promote mobile services, internet and data services, and helps develop the business market. In the past three years, TELSTRA development in general rises. From the revenue growth, Total operating income growth, but the growth rate has decreased mobile, data and internet revenue growth fast, while the local, national and international long-distance revenue growth was flat, and some negative growth. 2. The background of the Telstra Telstra is Australias largest telecommunications and information services company, is the largest mobile operators and internet service providers. In 1997, the Australian Government sell 49.9percant of the shares to the institutional investors and individual investors to stake in the companys partial privatization, the government still holds 50.1percent of the shares. Its GSM network covers 94 percent of the countrys regions and population, and may be roaming in 65 countries; the second data network services have been opened based on CDMA technology. At present, Telstras internet users have more than 400,000, to promote the development of value-added business; it established a special department responsible for the development of data, internet and e-commerce business. (http://www.telstra.com.au/) 3. SWOT analysis 3.1 Strengths Telstra is the first operator which leads Australia into mobile broadband, since then, it had the advantage of maintaining network performance, Bandwidth upgrade to 21MBps. High bandwidth with free movement, the capabilities of accessing at anytime and anywhere, which makes 3G networks become increasingly attractive to users. Telstra is the Australias dominant carrier, which can be deemed as the national telecommunications operator to have the most extensive coverage of business. Propaganda in the market, Telstra has always emphasized that it has advantages of the largest covers, a wide speed and high capacity, which allows it to charge a price above the competitive service 3.2 weaknesses The wireless network was operated by the company -3GIS which is a joint venture between Telstra and HH. This strategy made Telstra to have the opportunity to quickly introduce 3G services in the 2100 MHz , then the bands end product was supported which has been published. However, Telstra has three different mobile networks, the features, pricing and coverage vary of each network were different. This situation is very complex to the end user, which is the high cost for Telstra. In addition, the 2G network traffic continues to increase, but the 2G core network already close to the end of its useful life 3.3 opportunities In order to provide support for more efficient business for mobile voice, Telstra introduced a new generation of mobile networks to exchange server. Before the implementation of this reform, all of these servers will be replaced by a new generation of servers, which formed four MSC Server Blade Cluster nodes in the two regions the of the four sites With the introduction of the new node and updating the management system, and, Telstra also expected to further reduce operating costs after the operation was improved (Muirhead, Hawkins, 1996). The feature of 3G Direct Tunnel allows Telstra to increase the launch of its mobile packet core network capacity for data services. It just needs a software upgrade of existing networks without purchasing additional hardware. In order to increase network capacity for demand, and reduce the cost was increased through the network capacity. The development of new technologies brought a tremendous room for growth and market opportunities to Telstra 3.4 threat Australias smaller fixed-line telecom operators will invest 4.1 billion Australian dollars (three billion U.S. dollars) to build high-speed broadband network. 9 major fixed telecom competitors of Telstras proposes to build a shared network, and may be associated with private equity or other financial investors. Telstra own broadband initiatives were under threat, because the move might hurt small-scale fixed-line operator Telstraà ¢Ãƒ ¢Ã¢â‚¬Å¡Ã‚ ¬Ãƒ ¢Ã¢â‚¬Å¾Ã‚ ¢s rivals Vodafone and Optus / SingTel are operating GSM networks, but coverage is less than Telstra. There are other related organizations selling these network-based mobile services, for example, Virgin Mobile resell network business on Optus / SingTel (Shields , Harvey,2010ÃÆ' ¯Ã‚ ¼Ãƒ ¢Ã¢â€š ¬Ã‚ °. 4. Telstra Marketing Strategy 4.1The Strategy of customer Segmentation Consumer culture has its own variety of usage patterns with different age and different sex; different cultural patterns determine the extent of the use of new business(Banuargo ,2008). Australian operator Telstra launched customized services for young people in June 2002.It Targeted young people under the age of 25 markets. Which introduced the brand Communic8 business according to the habits and expenditure constraints of young people using text messaging services . In line with the new SMS program, Communie8 also organized SMS promotional activities in cooperation with Sony Ericsson to find the fastest users to send text messages. The analysis also shows that, Communic8 users continue to increase SMS usage to chat and organize their social activities. 4.2 Customer-focused marketing strategy As the quality service business enterprises, their customer loyalty scores were higher, but customer high loyalty is closely related with sustainable growth of enterprises. These enterprises invested human and financial resources to understand customer needs, then develop innovative strategies and improve service based on customer needs. As a leader in the telecommunications industry in Australia, Australian telecommunications company (Telstra) is very clear to know what enterprise customers need. Customers want Australian telecommunications companys technical staff to visit them and solve various problems in front of their face (Rogers, 2004). Therefore, the Australian telecommunications company redesigned the profit sharing and incentive systems, which aims to improve service quality while increasing productivity. Under the new incentive system, each technical staff in the Australian telecommunications company has known tasks and objectives of their every day work. 4.3Value differentiation strategy The value of differentiation strategy has a great impact on the current economic of Telstra environment has little effect on the Telstra business. In fact, it is in this economic environment, wireless applications has become more highlighted, because these businesses can reduce resource occupation, reduce traffic, and improve efficiency (Ross, Bamber ,1998). Telstra and handset manufacturers maintain a close co-operation to market a wide variety of equipment and unique creative business. From the business point of view, Telstra huge range and fast speed can meet the bandwidth requirements of our customers who have the highest demand for wireless broadband. As Australias dominant carrier, Telstra can be deemed to have the most extensive coverage of business. 5. Conclusion As a called the worlds most profitable carriers, Telstra proved the effectiveness of its network strategy. Telstra has the worlds most advanced mobile core network for the foundation of business success. It provide a more clear direction on analysis for Telstras strengths, weaknesses, opportunities and threats, it should give full play to their strengths and avoid their weaknesses. It provided the advice to Telstras marketing strategy through the analysis of Telstra.