Strategies and Ethics for the Implementation of Broadband Services
Internet- based activities had transformed and evolved in no time as obscure computer systems suddenly began to be complex that for instance, to be able to contact someone, a click of the mouse can be of great help. The activity surrounding this geography of technology, with its pace of expansion, made companies to take grasp on the opportunity on the apparent power and potential of growing network personally for their enrichment and consequently, for commercial gain. Australia remained to rely on Broadband as an advance technology that promises high speed access to the internet that emerged from its transition from dial-up service. There can be no doubt that this industry largely help them in everyday life thus, moderation of the business environment should be a subject for consideration to evaluate it in terms the standards in implementation of strategy.
Now that we are in the Information Age, the application of information and knowledge creates the economy that is situated everywhere as it revolutionizes our ways of communication. Internet has the domain of its geographic location structured with networks and nodes that interlocks with each other across the planet. The industry required policies and regulations highly strategized being the key driver of competitiveness of the company that allowed them to grow in the economy, society and culture. In these strategies, we consider correlated factors in order to see how the policies are being structured. First, goal tops all of these factors as it determines the flow of the business from its early stage to its universal setting. This will begin with the attempt to expand the network, knock the way thru competition and gain a more diverse market. Second, network which serves as the one responsible for the environment of sharing, allocation, reallocation, and deployment of broadband access. Third, services as it is concerned with the quality and fairness in application and content providing. This remains as an obligation to companies dealing with this service. Fourth, Applications, which are the framework of the transactions in the industry, serves as the basis of the intellectual capability of the existing product. And as a final consideration, it should be the users. Users are the determinant of the success for their number is highly considered to be the main key to see the productivity of the company. They can raise demands price and overall quality of products and services (Yongsoo, K. et. al. 2010.p. IV.).
Telstra (2010), one of the leading broadband service providers in Australia, has the vision of economical yet efficient product and services highly devoted for the satisfaction of their customers. They try to make sure that each client will be treated fairly with their experience with the broadband service while keeping the eye on the value of the information which is their key product. They strive to sustain the platform and technology for management of their products. Their strategy in marketing intends to have clarity to avoid misinterpretation from the clients with the belief that it will reflect the quality and integrity of Telstra’s broadband. Fixed and wireless telephony including broadband service remained to be the main focus of their marketing strategy. Their operation tends to look forward on plans for future development for infrastructure designs, IP, and support functions and maintenance. Telstra’s responsibility for infrastructure is divided between their Information technology and Network Service Management. The part of Information technology under the Chief Information Officer and GMD Information technology set and implement the internal technology the company needs. Then, the functions such as designs and maintenance are managed by the members of their Network and Services group. Their finance and administrative section account and report the objective numbers accumulated by the company. They strive to comply with the standards of accounting to keep accuracy of financial records and supports. The administration is responsible for the security of all the records. They also allotted responsibilities for procurement and treasury to conduct development on ways to get sources and ways for external and internal financial conducts.
Also, Telstra (2010) made sure that they will be able to adopt on any changes that the market will determine. In the event of something resulting to crises, they have measures to follow managed by their team in Corporate Security & Investigation (CSI). Broadband business and other communication based industry required preparedness for uncontrolled variable that may severely affect their activities and may result to compromised quality of the services. They monitor the compliance of the business to the methodology that was set by the management and along the way tried to prevent any risks that may result to crises. They prepared a team especially equipped with the ability to respond appropriately and timely in case it happened and consequently restore the stability of the system. The infrastructure which is highly significant as it defined the framework of the broadband service is under National Counter-Terrorism plan to avoid any extent of damage to other sector of the business. They have periodical assessment and implementation of precautionary actions using the reviews from Risk Management and Assurance. Telstra valued the security of their human resources and sensitive internal information as they consider them as assets to the company. They have a particular design for their approach in facing the risks and different business aspects. This is for proliferation of all the progress they are acquiring in the industry of broadband and telecommunication as a whole.
BMC Software (2008) affirmed the promise of Vodafone in giving the market further worthwhile options in terms of their products accessibility. Relative to Telstra, Vodafone Australia remained as one of the leading innovator in the industry of telecommunication and broadband as they also partnered with Hutchison. In Australia, they provide wholesale internet services that have a wide spectrum of information. Like Telstra, they also encountered challenges when it comes to the complexity of the infrastructure that is based on both Information technology and Internet Protocol. Despite this, they tend to provide services that show their uniqueness that separated them from other competitors. Vodafone progressed in parallel to their actions of remodeling and sustenance of their system platforms. They also took the challenge of transitioning to become a multiple service provider. With this move, they emphasized the need for analysis of each individual service to meet every requirement and additional opportunities such when they focused solely on their mobile service, they might neglect to find ways in competing in the industry of broadband services. Their management system is interlocking as they secure their capabilities maintain their oneness in the workflow. Like some other companies that are not in the same industry of telephony, Vodafone also used outsourcing as they rely to third parties’ direct and indirect assistance. They have been monitoring their balance sheet to successfully forecast the variability of possible events that can impact the productivity of the company and assist them in cushioning the threats that this may have caused to the quality of their service. They also tend to abolish any isolated system that didn’t relate well with other systems making them more interdependent. The changes they made in the whole system in 2008 like adding updated firewalls and servers and some other changes in the infrastructure can be perceived now as a whole. Vodafone has the promise of innovative overall planning, designing and standard specifications that will surely benefit their operations and marketing activities.
Being one of the second tier players in the market, Vodafone Australia had been equipped with an effective strategy since 2006 as they value their so-called total communication needs of the customer. It made them meet all their business objectives, increased popularity and was still able to keep ethics applied in their business structure as they were able to grow their revenues while providing due credits to their shareholders. Their market is expected to grow as well so it became a big challenge for them to follow its pace. They will be facing the first tier players in the market which already had the grasp on it making competition perceived as a huge consideration. The demand for innovative service and products remained to be the priority to gain confidence from the consumers. They tend to look for consolidated services in the way that will provide them outstanding convenience and savings. To stand out among the broadband service providers, Vodafone focused in four objectives they plotted in 2009: first, promoting the importance of clients as their service become more cost efficient making the services worthwhile; second, consolidating their mobile service as their core advantage with broadband and the rest of communication elements; third, expansion in the market, although this will be applied in international setting; and fourth, commitment in ensuring honest accounting(Vodafone 2010).
This company also provides not just technical service but also served in socio-civic activities which made them closer to the public. In the graph shown in the website, Vodafone (2008) apparently accounted the value of strategy, purpose and vision in alignment to their guiding principles as they formed Vodafone Foundation Australia. As they mentioned, the strategy of the company is always relative to the fulfillment of their aspirations to meet their altruistic vision.
The growing demand for Broadband service remained to be the basis why is it in the top of considerations in keeping the balance between profitability and public benefits. Ethics had been the consideration in almost all companies who strive to last long in their chosen industry. Despite the importance of highly standardized business plan and strategies, competence cannot be sustained solely if the credibility will be compromised because of bias choice for revenues. Economists cannot account the value of Ethics using numbers but there is no doubt that fundamental ideas of being righteous, as applied in business, was admired in market system across the globe. Broadband industry involves interactions between executives, employees, stockholders, and consumers and these human factors are interdependent as long as confidence and trust remained at their core. Ethics can contribute revenue immediately, but in the long run, if this will be sustained, it can deliver positive result for the business since it shows honor for the contract with the human factors. Customers are not just paying for the service but they need more than that as they value the reputation of what they are getting and from whom are they getting it. This proved that high ethical standards, in a way, can be translated to money (Andersen 2004: 140-143).
Andersen, B. (2004)‘Bringing business ethics to life: achieving corporate social Responsibility’. American Society for Quality Press. [14 May 2010]
Vodafone Foundation Australia. (2010). ‘Vision and Strategy’. Vodafone Australia.[online] available at: http://www.vodafone.com.au/personal/aboutvodafone/vodafoneaustraliafoundation/index.htm [Accessed 14 May 2010]
Vodafone. (2010). ‘Strategy Review’. Australia. [online] available at: http://www.vodafone.com/start/investor_relations/strategy0.html#1.[Accessed 14 May 2010]
BMC Software. (2008). ‘Vodafone Australia’. Australia. [Online] available at:documents.bmc.com/products/documents/95/53/89553/89553.pdf. .[Accessed 14 May 2010]
Telstra. (2010). ‘the way we work- Telstra Business Principles’. [Online] available at: www.telstra.com.au/abouttelstra/download/…/Telstra-Business-Principles.pdf.[Accessed 14 May 2010]
Yongsoo, K. et. al. (2010). ‘Building Broadband: Strategies and Policies for the developing World’. GICT Department. World Bank. .[Accessed 14 May 2010]