Conclusion

Telstra has adopted a Market Based Management approach to provide better services to customer segments and to give it the competitive edge over other telecommunications companies in the marketplace.

It has responded to the changing needs of the Australian community and transformed from a technology focused organisation to a customer focused organisation.

Through extensive research and focus on its customer needs, Telstra devised the Next G™ network, Australia's fastest and most extensive national mobile network, bringing more Australians together through telecommunications.