Innovation becomes a marketing role in new Telstra structure
Innovation will now be a marketing function at Telstra, as part of a wider shakeup which will see nearly 1000 jobs go across the organisation.
The company announced:
“Telstra will elevate the importance of long-term innovation by creating a new Innovation Office led by Dr Hugh Bradlow. Dr Bradlow will join the Chief Marketing Office to ensure technical research is directly informed by research into customer preferences and behaviour.”
It added: “Innovation and product management will be consolidated in the Chief Marketing Office. Product delivery will be managed by Telstra Operations to ensure products are co- ordinated with the IT systems, delivery platforms and networks that underpin them.
And it’s about time…gee that took a while to realise!
Sept 2008: http://digitalministry.com/AU/.....ertelcos/1
Marketers doing innovation. Lol.
Segment marketing got the chop big time.
The big question is ‘does telstra still want to be a media company’
They’ve tried over the last 10 years and it hasn’t really been a home run. Curious to see whether they can maintain the same level of spend and same lack of revenue for another 10.
Now that is silly
Marketing departments brand paranoia and control all mentality stops innovation before it starts.
Paralysis by analysis will remain Telstras big problem.
When will Telstra get it right?
How about marketing customer service? of course with telstra that is more “oxymoron”
If Telstra wants to innovate they need to get rid of all those committees that water down or veto the good ideas… there is NO chance of innovation while the place is run by bureaucrats sitting on committees
what happens to collis? he has now lost 90% of marketing influence, and both the innovation and customer experience remits