The changes include a new organisational structure for the company’s Operations footprint, to provide end-to-end responsibility and reduce complexity in four key lines of business: Networks, NBN and Commercial Delivery, IT and Digital Solutions, and Customer Service Management.
It will also see Telstra Retail evolve its business model to bring together capabilities from across the group to create three core divisions: Customer Experience and Transformation; Telstra Products; and Consumer, and Small Business Sales and Service.
“We will also renew our focus on Belong. Reflecting these changes we will also change the name Telstra Retail to Telstra Consumer and Small Business,” Penn said.
Meanwhile, the company’s Global Enterprise and Services segment will see the implementation of a new sales and service model aimed at giving improved customer experience by bringing together the traditional Sales and Services functions into one team, which will have end-to-end accountability for the customers they serve.
“We will also change the name of GES to Telstra Enterprise,” Penn said.
At the same time, the Telstra Business division, will be integrated into Consumer and Small Business, and Enterprise in a bid to maximise product alignment and growth opportunities.
This will see the Premier Business customer segment and teams who serve them move to Enterprise, and the Small Business customer segment remain in Consumer and Small Business.
For Telstra Media and Marketing, the aim is to streamline how the company goes to market, including bringing together its domestic and international marketing teams for Enterprise.
“Each business impacted will be talking to teams today about the changes and how they will be impacted,” Penn said in his message to employees, dated 14 June.
“We have a bold plan – to transform our culture, processes and systems to meet current market expectation and succeed in the future marketplace,” Penn said.
“Other parts of the plan are confronting and difficult, but we know we need to change in order to do things quicker and in an easier way.
“We know we need new and different skills to support new technologies and services. We know we need the ability to be more flexible with our resources,” he said.
The new strategic plan comes less than a year after Telstra revealed plans to invest an extra $3 billion over the following three years in its networks and digitisation.
"Our customers and our networks are our biggest assets," Penn said at the time. “We have plans for consumers, small and medium sized businesses, domestic and international enterprise users, governments and our wholesale customers.
"The investment is about setting the pace for the network and company of the future, just as we have done in each of the previous network generations," he said.