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Tuesday, 19 July 2016 00:43

Telstra brand evolution: not a new logo, but a renewed commitment

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Despite 2016 being Telstra’s "annus horribilis" which some say is thanks to David Thodey underinvesting in the company and dumping it on Andy Penn, Telstra is "evolving".

Telstra could have delivered the NBN in the mid-2000s, but didn’t. The inaction of the Coalition government at the time, at war with then Sol Trujillo’s Telstra, gave an edge to Kevin Rudd’s dreams of the NBN, something that nearly a decade after Rudd dreamt it up, is barely 10% complete – if that. 

This shameful situation in Australian telecommunications led to a decade’s worth of buck passing in proper telecommunications investment, with the excuse being that "the NBN is coming", and now 90% of Australians are still stuck with sub-megabit upload speeds, and an average of 5Mbps download speeds.

Malcolm Turnbull, as Australia’s newly elected prime minister, is making zero promises about the NBN, and Australians will just have to keep on suffering while politicians and telco executives rake in hundreds of thousands of dollars in yearly pay, dwarfing the incomes of average Australians.

Against this backdrop, Telstra has suffered five major and highly embarrassing outages that have affected millions of its customers across Australia.

No doubt Telstra wished it could have waved a magic wand during those outages to fix everything on the spot, but believing in that kind of magic is like believing Santa Claus, the Easter Bunny and the Tooth Fairy regularly have get togethers where they bitch and moan about how ungrateful human beings are.

So, with this mini-rant out of the way, Telstra has announced that is undergoing a "brand revolution".

This brand revolution will presumably hopefully prevent a public revolution that would see bankers swinging from the trees, alongside telecommunications executives and politicians.

The brand revolution was written up in a blog post by Telstra’s chief marketing officer (media and marketing, group executive media), Joe Pollard, which is ready to be read here.

Pollard’s blog post is naturally very upbeat and talks of Telstra’s goals, ambitions and it's important role in the "digital revolution".

So, without further ado, here are her words in full – after Telstra’s "magical" brand evolution video:

Here’s what Pollard had to say:

“Never before has the world experienced the rate of technological innovation that is happening right now. It is changing nearly every aspect of our lives.

“Technology for technology’s sake can seem pointless. The real opportunity for technology and innovation is to drive positive change and improvement – to find better ways of doing things.

“Telstra has an important role to play in the digital revolution and helping innovation to flourish and people to thrive. This is an important part of our heritage. For over a century Telstra has been bringing the best technology to Australians to help them connect. As technology evolves and becomes even more important in our day to day lives, so too must Telstra’s role evolve.

“It is our goal to create world class products, services, experiences and solutions built on our best networks for our customers. We aim to source and curate the best software, services, content and experiences.

“Our role is to help and advise people on how to navigate the complex digital world safely and securely, ensuring they have solutions tailored to their needs. And finally, we play an important role to innovate and push the boundaries of technology and shape solutions for the future.

“In short, our customers want us to build upon the strength of our network and empower them to turn their ambitions, aspirations and dreams into reality. They look to us as a company to be their technology partner and we take this seriously,” said Pollard.

She continued, stating: “This sentiment is behind the evolution of Telstra’s brand. Telstra is evolving from a telco to a techco – to be a world class technology company empowering people to connect. Our brand needs to reflect this and demonstrate there are better ways for everyone to thrive in this connected world.

“Our new brand campaign, which is released on 17 July, introduces the next evolution of Telstra’s brand. It shows how technology can solve common problems, helping people to thrive as a result.

“It presents the wonder and magic of technology and shows how it can bring joy to our customers in a more human, innovative and trusted manner. We have captured this emotion in a range of ways, from showing a granddaughter being read a story book by video to a grandmother experiencing virtual reality for the first time.

“Some of the technology we feature in the commercial is world leading technology and will and make a positive difference. Take the new LANES technology – a world-first mobile solution that will let us create a dedicated communications channel for emergency services to access in times of disaster.

“We also feature some of Telstra’s eHealth solutions, which are providing new ways to help people manage their health. From our telemedicine service Readycare to our focus on making health data easier for patients to access and use, Telstra Health has quickly become Australia’s leading eHealth business.

“We have just announced our Smart Home offering which will also introduce a new era of smarter energy consumption, smarter monitoring and even smarter entertainment solutions. Outside of the home we are embedding our smart technology into sporting stadiums to create better ways to experience sports for fans in the stands.

“Providing better ways for Australian’s to live also means providing better ways for them to work. Our enterprise solutions connect businesses from the Pilbara down to Sydney’s CBD, while our subsea cable network in Asia carries about a third of all traffic in the region. Our leading enterprise cloud solution provides simplicity, performance and security for our customers and in the future our Lone worker solutions will help businesses monitor the safety of their workers in remote locations. We can help make your office the local café, the beach front or the backyard.

“The benefits of technology are infinite and Telstra is proud to play our role in empowering people to thrive in a connected world,” Ms Pollard concluded.


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Alex Zaharov-Reutt

Alex Zaharov-Reutt is iTWire's Technology Editor is one of Australia’s best-known technology journalists and consumer tech experts, Alex has appeared in his capacity as technology expert on all of Australia’s free-to-air and pay TV networks on all the major news and current affairs programs, on commercial and public radio, and technology, lifestyle and reality TV shows. Visit Alex at Twitter here.

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