Editing Telstra (section)

== History ==

Australia's telecommunications services were originally controlled by the [[Postmaster-General's Department]] (PMG),<ref name="Telstra Story">{{cite web|title=The Telstra Story|url=http://www.telstra.com.au/abouttelstra/company-overview/history/telstra-story/|work=Telstra|access-date=3 December 2013|url-status=dead|archive-url=https://web.archive.org/web/20131206104448/http://www.telstra.com.au/abouttelstra/company-overview/history/telstra-story/|archive-date=6 December 2013}}</ref> formed in 1901 as a result of Australian Federation. Prior to 1901, telecommunications were administered by each colony. On 1 July 1975, separate commissions were established by statute to replace the PMG. Responsibility for postal services was transferred to the Australian Postal Commission ([[Australia Post]]). The Australian Telecommunications Commission, trading as '''Telecom Australia''', ran domestic telecommunication services.{{cn|date=May 2025}}

In 1989, the ATC introduced new buildings and frameworks.{{cn|date=May 2025}}

In 1993, the [[Overseas Telecommunications Commission]], a separate government body established in 1946, was merged with the Australian Telecommunications Corporation into the short-lived '''Australian and Overseas Telecommunications Corporation''' (AOTC) which continued trading under the established identities of Telecom and OTC. The AOTC was renamed to Telstra Corporation Limited in 1993.{{cn|date=May 2025}}

Telstra has faced competition since the early 1990s from [[Optus]] (Australia's second largest communication company) and a number of smaller providers. Telstra once retained ownership of the fixed-line telephone network, but since the nationwide upgrade to the [[National Broadband Network]] (NBN), the Australian Government now has legal ownership of these lines since 2007, though Telstra has played a big part in this upgrade supplying resources to the Government on the new network.{{citation needed|date=August 2017}} Telstra also has pay TV and owns 35% of the Australian media company Foxtel.<ref>{{Cite web |url=https://www.foxtel.com.au/about/company.html |title=About Foxtel. Accessed 23 March 2020 |access-date=23 March 2020 |archive-date=2 May 2020 |archive-url=https://web.archive.org/web/20200502065743/https://www.foxtel.com.au/about/company.html |url-status=live }}</ref>

===Overseas Telecommunications Commission===
[[File:Ceduna OTC, South Australia.jpg|thumb|Former OTC dish at [[Ceduna, South Australia]].]]
The [[Overseas Telecommunications Commission]] (OTC) was established by an Act of Parliament in August 1946.<ref>Information sources: OTC annual reports (Australian state and national libraries, OTC Australia Archive, Telstra Archive), OTC magazine ''Transit'', (Australian state and national libraries, OTC Australia Archive, Telstra Archive).</ref> It inherited facilities and resources from [[AWA Technology Services|AWA]] and [[Cable & Wireless plc|Cable & Wireless]], and was charged with responsibility for all international telecommunications services into, through and out of Australia.<ref>{{Cite web|url=https://parlinfo.aph.gov.au/parlInfo/search/display/display.w3p;query=Id:%22library/prspub/5NFA6%22|title=Telstra Sale: Background and Chronology|last=Information and Research Services, Department of the Parliamentary Library|year=2003|website=Parliament of Australia|access-date=29 October 2018|archive-date=4 October 2018|archive-url=https://web.archive.org/web/20181004175957/http://parlinfo.aph.gov.au/parlInfo/search/display/display.w3p;query=Id:%22library/prspub/5NFA6%22|url-status=live}}</ref>

On 1 February 1992, it was merged with Telecom as the Australian and Overseas Telecommunications Corporation (AOTC). The new organisation underwent a corporate identity review and was subsequently renamed Telstra for international business in 1993 and domestic business in 1995.<ref name="Telstra Story"/>

===Privatisation===
Beginning in 1997 and finalising in 2011, the [[Government of Australia|Federal Government]] began to privatise the corporation. The first three stages was initiated by the [[Howard government]]: the first, informally known as "T1" (with shares priced at $3.30), occurred in 1997. "T2" ($7.40) followed in 1999; "T3" ($3.60) in 2006.<ref name="Telstra Story"/><ref name="autogenerated1">{{cite web|last=Budde|first=Paul|title=Australia – Privatisation of Telstra|url=http://www.budde.com.au/Research/Australia-Privatisation-of-Telstra.html|work=BuddeComm|publisher=Paul Budde Communication|access-date=3 December 2013|date=13 March 2006|url-status=live|archive-url=https://web.archive.org/web/20131207045211/http://www.budde.com.au/Research/Australia-Privatisation-of-Telstra.html|archive-date=7 December 2013}}</ref>
In '''T1''', the government sold one third of its shares in Telstra for $14 billion and publicly listed the company on the [[Australian Securities Exchange]].<ref name="autogenerated1"/> In 1998, a further 16% of Telstra shares were sold to the public, leaving the Australian government with 51% ownership. In 2006, '''T3''' was announced by the government and was the largest of the three public releases, reducing the government's ownership of Telstra to 17%.<ref>{{cite news|title=Telstra share slump may force delay|url=http://www.theage.com.au/news/national/telstra-share-slump-may-force-delay/2005/08/17/1123958124821.html|access-date=3 December 2013|newspaper=[[The Age]]|date=15 August 2005|author=Christian Catalano|author2=Michelle Grattan|author3=Michael Gordon|url-status=live|archive-url=https://web.archive.org/web/20130729150713/http://www.theage.com.au/news/national/telstra-share-slump-may-force-delay/2005/08/17/1123958124821.html|archive-date=29 July 2013}}</ref> The 17% remainder of Telstra was placed in the [[Future Fund]], a sovereign wealth fund established mainly to meet future liabilities for payment of [[superannuation]] to retired federal [[public servants]].<ref>{{cite web|title=Australian Future Fund|url=http://www.futurefund.gov.au/|url-status=dead|archive-url=https://web.archive.org/web/20160119023122/http://www.futurefund.gov.au/|archive-date=19 January 2016|access-date=23 December 2008}}</ref> In 2009, the Future Fund sold off another $2.4&nbsp;billion worth of shares, reducing the government's stake in Telstra to 10.9%.<ref>{{cite news|title=Future Fund dumps $2.4 billion of Telstra shares|url=http://www.itnews.com.au/News/153600,future-fund-dumps-24-billion-of-telstra-shares.aspx|access-date=3 December 2013|newspaper=iTnews.com.au|date=21 August 2009|author=Munir Kotadia|url-status=live|archive-url=https://web.archive.org/web/20131206135824/http://www.itnews.com.au/News/153600,future-fund-dumps-24-billion-of-telstra-shares.aspx|archive-date=6 December 2013}}</ref> In August 2011, under the [[Gillard government]], the Future Fund sold its remaining "[[Overweight (stock market)|above market weight]]" Telstra shares, reducing its holding to 0.8% of the shares, effectively completing Telstra's privatisation.<ref>{{cite web|title=Future Fund completes portfolio rebalancing and achieves market weight in Telstra|url=http://www.futurefund.gov.au/__data/assets/pdf_file/0018/4572/Future_Fund_achieves_market_weight_in_Telstra.pdf|work=[[Future Fund]]|publisher=Australian Government|access-date=3 December 2013|date=15 August 2011|url-status=dead|archive-url=https://web.archive.org/web/20140127152231/http://www.futurefund.gov.au/__data/assets/pdf_file/0018/4572/Future_Fund_achieves_market_weight_in_Telstra.pdf|archive-date=27 January 2014}}</ref>

With more than one million shareholders, Telstra is currently the most widely held ASX-listed company.<ref>{{cite web|url=https://www.smh.com.au/business/telstra-far-from-marginal-to-labors-nbn-plans-20100428-tskq.html|title=Telstra far from marginal to Labor's NBN plans|work=The Sydney Morning Herald|date=28 April 2010|url-status=live|archive-url=https://web.archive.org/web/20150829233800/http://www.smh.com.au/business/telstra-far-from-marginal-to-labors-nbn-plans-20100428-tskq.html|archive-date=29 August 2015}}</ref>
[[File:Telstra pay phone in the Melbourne CBD (1).jpg|thumb|right|Telstra phone booths showing the current colour scheme, replacing the former orange logo with shades of green and blue. ]]

=== National Broadband Network ===
{{Main article|National Broadband Network}}

On 26 November 2008, Telstra submitted a non-complying tender issued by the federal government to build a [[National Broadband Network]], a 12-page letter proposing a $5&nbsp;billion broadband network covering between 80 and 90 percent of the Australian population in major cities, despite the tender requiring 98 percent coverage.<ref>{{cite news|title=Labor network tender a farce: Minchin|url=http://www.theaustralian.com.au/news/labor-network-tender-a-farce-minchin/story-e6frg6n6-1111118148804|access-date=3 December 2013|newspaper=[[The Australian]]|date=26 November 2008|author=Nicola Berkovic}}</ref><ref>{{cite news|title=Telstra enters NBN race|url=http://www.theaustralian.com.au/news/telstra-enters-nbn-race/story-e6frg6n6-1111118146039|access-date=3 December 2013|newspaper=The Australian|date=26 November 2008|author=Michael Sainsbury}}</ref>

As a result, Telstra was removed from the National Broadband Network RFP process on 15 December 2008.<ref>{{cite news|title=Telstra's NBN bid rejected|url=http://www.theaustralian.com.au/news/telstras-nbn-bid-rejected/story-e6frg6n6-1111118319164|access-date=3 December 2013|newspaper=The Australian|date=15 December 2008|author=Allison Jackson|url-status=live|archive-url=https://web.archive.org/web/20140501234659/http://www.theaustralian.com.au/news/telstras-nbn-bid-rejected/story-e6frg6n6-1111118319164|archive-date=1 May 2014}}</ref> In response, Telstra announced that it would raise speeds on its existing Next G network and HFC "cable" network so that they both offer higher speeds than the RFP for the NBN requires.<ref>{{cite news|title=Telstra not beaten yet on broadband|url=http://www.theage.com.au/national/telstra-not-beaten-yet-on-broadband-20081215-6z3x.html?page=-1|access-date=3 December 2013|newspaper=The Age|date=16 December 2008|author=Peter Martin|agency=Australian Associated Press|url-status=live|archive-url=https://web.archive.org/web/20140123184921/http://www.theage.com.au/national/telstra-not-beaten-yet-on-broadband-20081215-6z3x.html?page=-1|archive-date=23 January 2014}}</ref> Following Telstra's exclusion from the National Broadband Network bidding process Telstra's share price suffered the biggest one-day percentage fall in its history.<ref>{{cite news|title=Telstra, Macarthur push Australian sharemarket down 2pc|url=https://www.theaustralian.com.au/business/latest/telstra-mcc-push-market-2pc-lower/news-story/92e685678e0884872716d0afceb47441|access-date=3 December 2013|newspaper=The Australian|date=16 December 2008|author=Allison Jackson}}{{Dead link|date=May 2020}}</ref>

[[NBN Co|NBN Co Limited]] signed a definitive agreement with Telstra on {{nowrap|23 June 2011}}, estimated to be worth {{nowrap|A$9 billion}} post-tax [[net present value]],<ref name='telstra-deal-nbnco'>{{cite news|title=NBN Co and Telstra Sign Binding Definitive Agreements|url=https://www.nbnco.com.au/corporate-information/media-centre/media-releases/nbn-co-and-telstra-sign-binding-definitive-agreements.html|access-date=29 January 2018|newspaper=NBN Co|date=23 June 2011|url-status=live|archive-url=https://web.archive.org/web/20180129140347/https://www.nbnco.com.au/corporate-information/media-centre/media-releases/nbn-co-and-telstra-sign-binding-definitive-agreements.html|archive-date=29 January 2018}}</ref> building upon the signing of a financial [[Heads of Agreement (law)|heads of agreement]] a year beforehand.<ref name='telstra-heads-oz'>{{cite news|title=Telstra in $11bn NBN deal with Rudd government|url=http://www.theaustralian.com.au/business/telstra-in-11bn-nbn-deal-with-rudd-government/story-e6frg8zx-1225882022392|access-date=3 December 2013|newspaper=The Australian|date=21 June 2010|author=Mitchell Bingemann|author2=Jennifer Hewett|url-status=live|archive-url=https://web.archive.org/web/20140501234654/http://www.theaustralian.com.au/business/telstra-in-11bn-nbn-deal-with-rudd-government/story-e6frg8zx-1225882022392|archive-date=1 May 2014}}</ref> Telstra agreed to "disconnect"<ref name='joint-committee-16/5/11-p16'>{{citation |work=[[Hansard]] |date=16 May 2011 |title=Joint Committee on the National Broadband Network |publisher=[[Parliament of Australia]] |url=http://www.aph.gov.au/hansard/joint/commttee/j32.pdf |access-date=31 May 2011 |page=16 |url-status=dead |archive-url=https://web.archive.org/web/20110604051316/http://www.aph.gov.au/hansard/joint/commttee/J32.pdf |archive-date=4 June 2011 }}</ref> its Internet customers from the copper and [[hybrid fibre-coaxial]] networks in areas where [[Fiber to the x|FTTP]] has been installed, and agreed to lease [[dark fibre]], exchange space and ducts to NBN Co. As part of the agreement, Telstra would not be able to market their mobile network as an alternative to the NBN for a number of years.<ref name='telstra-deal-nbnco'/> Telstra remains the owner of its networks.<ref name='joint-committee-16/5/11-p16,31'>{{citation |work=[[Hansard]] |date=16 May 2011 |title=Joint Committee on the National Broadband Network |publisher=[[Parliament of Australia]] |url=http://www.aph.gov.au/hansard/joint/commttee/j32.pdf |access-date=31 May 2011 |pages=16, 31 |url-status=dead |archive-url=https://web.archive.org/web/20110604051316/http://www.aph.gov.au/hansard/joint/commttee/J32.pdf |archive-date=4 June 2011 }}</ref> On 18 October 2011, Telstra shareholders overwhelmingly approved the deal.<ref>{{cite news|title=Telstra shareholders vote yes on NBN|url=http://www.dailytelegraph.com.au/archive/news/telstra-shareholders-to-vote-on-nbn/story-e6frez7r-1226169421049|access-date=3 December 2013|newspaper=[[The Daily Telegraph (Sydney)|The Daily Telegraph]]|date=18 October 2011|author=Philip Jacob}}</ref>

On 14 December 2014 it was announced that in a A$11b renegotiated deal Telstra will transfer ownership of its copper and [[hybrid fibre-coaxial]] (HFC) networks to NBN while disconnecting premises from these networks. This ownership allows NBN Co to use these networks "where it sees fit in for its multi-technology NBN rollout."<ref name="itnews">{{cite web|title=Telstra hands over copper, HFC in new $11bn NBN deal|url=http://www.itnews.com.au/News/398793,telstra-hands-over-copper-hfc-in-new-11bn-nbn-deal.aspx|access-date=15 December 2014|publisher=iTnews.com.au|date=14 December 2014|first=Allie|last=Coyne|url-status=live|archive-url=https://web.archive.org/web/20141216090228/http://www.itnews.com.au/News/398793,telstra-hands-over-copper-hfc-in-new-11bn-nbn-deal.aspx|archive-date=16 December 2014}}</ref>

=== David Thodey era (2010–2015) ===
Under the leadership of [[David Thodey]], Telstra embarked upon a transformation agenda to become more sales and service focused.
As part of that, an ambitious customer service agenda was defined.<ref>{{cite news|author=Damon Kitney|title=Thodey goes undercover to discover the real Telstra|url=http://www.theaustralian.com.au/business/thodey-goes-undercover-to-discover-the-real-telstra/story-e6frg8zx-1225952347489|access-date=5 October 2011|newspaper=The Australian|date=12 November 2010|url-status=live|archive-url=https://web.archive.org/web/20110119072312/http://www.theaustralian.com.au/business/thodey-goes-undercover-to-discover-the-real-telstra/story-e6frg8zx-1225952347489|archive-date=19 January 2011}}</ref>

In 2014, Telstra was named "most respected company" by the [[Australian Financial Review]] newspaper.<ref name="afr.com">{{cite web|url=http://www.afr.com/p/boss/telstra_tops_list_of_most_respected_sg3rucOMVZGJ4t1DR2sAMK|title=Telstra tops list of Most Respected Companies 2014|work=Financial Review|url-status=live|archive-url=https://web.archive.org/web/20141116030808/http://www.afr.com/p/boss/telstra_tops_list_of_most_respected_sg3rucOMVZGJ4t1DR2sAMK|archive-date=16 November 2014}}</ref>

==== Market share recovery ====
Early in 2010, Telstra announced the creation of a $1&nbsp;billion "fighting fund" to be used in a concerted effort to win back market share in key product categories. This effort seems to have paid off with strong sales momentum announced in February 2011.<ref>{{cite news|author=Mitchell Bingemann|title=Fighting fund pays off|url=http://www.theaustralian.com.au/australian-it/fighting-fund-pays-off/story-fn7uxxqa-1226005543654|access-date=5 October 2011|newspaper=The Australian|date=22 February 2011}}</ref>

==== Customer service recovery ====
As part of its new strategy, Telstra announced that its "goal is for customer service to be fundamental to everything we do".<ref>{{cite web|title=Using the customer's voice to design Telstra's new customer service initiatives|url=http://www.telstra.com.au/abouttelstra/media-centre/speeches/using-the-customers-voice-to-design-telstras-new-customer-service-init.xml?searchYear=2010|work=Telstra|access-date=3 December 2013|author=Jenny Young|date=8 October 2010|url-status=dead|archive-url=https://web.archive.org/web/20131206105956/http://www.telstra.com.au/abouttelstra/media-centre/speeches/using-the-customers-voice-to-design-telstras-new-customer-service-init.xml?searchYear=2010|archive-date=6 December 2013}}</ref> In August 2011, Telstra Digital announced expansion of customer service into social media with 24/7 coverage.<ref>{{cite news|url=http://www.theaustralian.com.au/australian-it/telstra-reveals-social-networking-strategy/story-e6frgakx-1226116285981|title=Telstra reveals social networking strategy|last=Lee|first=Tracy|date=17 August 2011|access-date=5 October 2011|newspaper=The Australian|url-status=live|archive-url=https://web.archive.org/web/20110822035157/http://www.theaustralian.com.au/australian-it/telstra-reveals-social-networking-strategy/story-e6frgakx-1226116285981|archive-date=22 August 2011}}</ref> By November 2012, Telstra claimed 140,000 live chats for the month and a growth rate of this service of 600% p.a.<ref>{{cite web|url=http://www.news.com.au/money/money-matters/consumers-swamp-social-media/story-e6frfmd9-1226523983207|title=Shoppers put big demands on social media|last=Elsworth|first=Sophie|date=26 November 2012|publisher=News.com.au|access-date=10 February 2013|url-status=live|archive-url=https://web.archive.org/web/20130627183748/http://www.news.com.au/money/money-matters/consumers-swamp-social-media/story-e6frfmd9-1226523983207|archive-date=27 June 2013}}</ref> In October 2013, Telstra announced that it had grown its Live Chat workforce to 600 and its social media workforce to 30.<ref>[http://www.brw.com.au/p/tech-gadgets/telstra_target_leading_on_social_2FH5CFK8m2AgyHJsz473tJ Telstra, Target leading on social media customer service] {{webarchive|url=https://web.archive.org/web/20160113023949/http://www.brw.com.au/p/tech-gadgets/telstra_target_leading_on_social_2FH5CFK8m2AgyHJsz473tJ |date=13 January 2016 }}. Brw.com.au. Retrieved 12 April 2014.</ref> Customer Service became a pillar of the corporation’s social responsibility ethos according to Telstra’s head of social services Gerard Devan and the Telstra foundation. 

The following table shows total complaints handled by the Telecommunications Industry Ombudsman (TIO) 2010–2015, and of those, the ones made against Telstra.{{cn|date=May 2025}}

{| class="wikitable sortable"
|- style="background:#d8d8d8;"
! Year || Total complaints || Complaints about Telstra 
!Percentage of all complaints|| Source
|-
| 2010
| style="text-align:center;"| 167,772
| style="text-align:center;"| 78,611
| style="text-align:center;"|47%
| style="text-align:center;"|<ref>{{cite web |url=http://www.tio.com.au/__data/assets/pdf_file/0016/141262/AR_2010_complete.pdf |title=2010 Annual Report |access-date=2023-04-24 |language=en |archive-url=https://web.archive.org/web/20140222005217/http://www.tio.com.au/__data/assets/pdf_file/0016/141262/AR_2010_complete.pdf |archive-date=22 February 2014 }}</ref>
|-
| 2011
| style="text-align:center;"| 197,682
| style="text-align:center;"| 78,949
| style="text-align:center;"|40%
| style="text-align:center;"|<ref>{{cite web |url=http://www.tio.com.au/__data/assets/pdf_file/0003/28470/TIO_2010-11_AR.pdf |title=2011 Annual Report  |access-date=2023-04-24 |language=en |archive-url=https://web.archive.org/web/20140222024402/https://www.tio.com.au/__data/assets/pdf_file/0003/28470/TIO_2010-11_AR.pdf |archive-date=22 February 2014 }}</ref>
|-
| 2012
| style="text-align:center;"| 193,702
| style="text-align:center;"| 69,991
| style="text-align:center;"|36%
| style="text-align:center;"|<ref>{{cite web |url=http://www.tio.com.au/__data/assets/pdf_file/0017/141263/AR_2012_complete.pdf |title=2012 Annual Report  |access-date=2023-04-24 |language=en |archive-url=https://web.archive.org/web/20140222005247/http://www.tio.com.au/__data/assets/pdf_file/0017/141263/AR_2012_complete.pdf |archive-date=22 February 2014 }}</ref>
|-
| 2013
| style="text-align:center;"| 158,652
| style="text-align:center;"| 57,298
| style="text-align:center;"|36%
| style="text-align:center;"|<ref>{{cite web |url=http://www.tio.com.au/__data/assets/pdf_file/0018/141264/2013-AR.pdf |title=2012{{ndash}}2013 Annual Report  |access-date=2023-04-24 |language=en |archive-url=https://web.archive.org/web/20140222005235/http://www.tio.com.au/__data/assets/pdf_file/0018/141264/2013-AR.pdf |archive-date=22 February 2014 }}</ref>
|-
| 2014
| style="text-align:center;"| 138,946
| style="text-align:center;"| 58,009
| style="text-align:center;"|42%
| style="text-align:center;"|<ref>{{cite web |url=https://www.tio.com.au/__data/assets/pdf_file/0005/162662/TIO-2014-Annual-Report-WEB.pdf |title=2013{{ndash}}2014 Annual Report  |access-date=2023-04-24 |language=en |archive-url=https://web.archive.org/web/20150227223034/http://www.tio.com.au/__data/assets/pdf_file/0005/162662/TIO-2014-Annual-Report-WEB.pdf |archive-date=27 February 2015 }}</ref>
|-
| 2015
| style="text-align:center;"| 124,417
| style="text-align:center;"| 55,529
| style="text-align:center;"|45%
| style="text-align:center;"|<ref>{{cite web|url=https://annualreport.tio.com.au/|title=Telecommunications Industry Ombudsman|website=annualreport.tio.com.au|url-status=dead|archive-url=https://web.archive.org/web/20160201070125/https://annualreport.tio.com.au/|archive-date=1 February 2016|access-date=25 January 2016}}</ref>
|}

==== Telstra Digital ====
In February 2011, Telstra announced the formation of [[Telstra Digital]] under the leadership of [[Gerd Schenkel]] who was hired from [[National Australia Bank]]/[[UBank]].<ref name="=tmedia-expand">{{cite web|title=Telstra to expand online service and add more than 100 new stores|url=http://www.telstra.com.au/abouttelstra/media-centre/announcements/telstra-to-expand-online-service-and-add-more-than-100-new-stores.xml|work=Telstra|access-date=5 October 2011|date=21 February 2011|url-status=dead|archive-url=https://web.archive.org/web/20110928045020/http://www.telstra.com.au/abouttelstra/media-centre/announcements/telstra-to-expand-online-service-and-add-more-than-100-new-stores.xml|archive-date=28 September 2011}}</ref><ref>{{cite news|last=Bettersby|first=Lucy|title=Telstra wants to get more customers online|url=https://www.smh.com.au/business/telstra-wants-to-get-more-customers-online-20110220-1b10v.html|access-date=5 October 2011|newspaper=The Sydney Morning Herald|date=21 February 2011|url-status=live|archive-url=https://web.archive.org/web/20110825114437/http://www.smh.com.au/business/telstra-wants-to-get-more-customers-online-20110220-1b10v.html|archive-date=25 August 2011}}</ref><ref>{{cite web |author=Charis Palmer |url=http://technologyspectator.com.au/industry/internet/self-service-makes-sensis |title=Self-service makes Sensis |publisher=Technology Spectator |date=6 February 2012 |access-date=10 February 2013 |url-status=dead |archive-url=https://web.archive.org/web/20121015162331/http://technologyspectator.com.au/industry/internet/self-service-makes-sensis |archive-date=15 October 2012 }}</ref>  Gerd reported to [[Karsten Wildberger]] who was Group Managing Director of Telstra Consumer, and was ultimately appointed to be the new minister for digitization of Germany in 2025. <ref>{{Cite news |last=Gnirke |first=Kristina |last2=Rosenbach |first2=Marcel |date=2025-04-29 |title=Karsten Wildberger: Ein Technikfreak wird Digitalminister |url=https://www.spiegel.de/politik/karsten-wildberger-ein-technikfreak-wird-digitalminister-a-1185a6f9-5b81-4684-9974-a0e59ad46396 |access-date=2025-05-03 |work=Der Spiegel |language=de |issn=2195-1349}}</ref><ref>{{Cite web |last=Timmler |first=Vivien |date=2025-04-28 |title=Mediamarkt-Chef wird neuer Digitalminister: Wer ist Karsten Wildberger? |url=https://www.sueddeutsche.de/politik/karsten-wildberger-digitalminister-mediamarkt-saturn-li.3243206?reduced=true |access-date=2025-05-03 |website=Süddeutsche.de |language=de}}</ref>

Telstra Digital's initial purpose was to improve the use of digital channels for customer service. In April 2011, Telstra Digital relaunched its web homepage design.<ref>{{cite web|last=Schenkel|first=Gerd|title=The new face of t-t-t--telstra.com|url=http://exchange.telstra.com.au/2011/04/19/telstra-website-redesign/|work=Telstra Exchange|access-date=5 October 2011|date=19 April 2011|archive-date=11 September 2011|archive-url=https://web.archive.org/web/20110911111727/http://exchange.telstra.com.au/2011/04/19/telstra-website-redesign/|url-status=dead}}</ref> In July 2011, Telstra Digital launched "CrowdSupport", an online forum to crowd source customer service.<ref>{{cite web|url=http://itechreport.com.au/2011/07/08/telstra-turns-to-crowd-sourced-support-launches-crowdsupport/ |title=Telstra turns to crowd-sourced support, launches CrowdSupport |publisher=Itechreport.com.au |access-date=10 February 2013 |url-status=dead |archive-url=https://web.archive.org/web/20120628173500/http://itechreport.com.au/2011/07/08/telstra-turns-to-crowd-sourced-support-launches-crowdsupport/ |archive-date=28 June 2012 }}</ref> As of July 2017, Telstra's "CrowdSupport" had 463,000 posts.<ref>[http://crowdsupport.telstra.com.au/ Telstra Crowdsupport – Telstra Crowdsupport] {{webarchive|url=http://archive.wikiwix.com/cache/20140415225852/http://crowdsupport.telstra.com.au/ |date=15 April 2014 }}. Crowdsupport.telstra.com.au. Retrieved 28 July 2017.</ref> It was also cited as an example of "scaling at the edge" by [[Deloitte]]'s Centre for the Edge.<ref>{{YouTube|5Vaq6GyAz4w|Telstra Crowdsupport}} (23 April 2013). Retrieved 20 August 2013.</ref>

In September 2011, Telstra Digital launched a new account services portal to help achieve its goal of managing 35% of Telstra's transactions.<ref>{{cite news | url=http://www.theage.com.au/business/telstra-aims-to-close-online-gap-with-rivals-20110930-1l179.html | location=Melbourne | work=The Age | title=Telstra aims to close online gap with rivals | date=30 September 2011 | url-status=live | archive-url=https://web.archive.org/web/20160101191728/http://www.theage.com.au/business/telstra-aims-to-close-online-gap-with-rivals-20110930-1l179.html | archive-date=1 January 2016 | df=dmy-all }}</ref> In October 2011, Telstra Digital announced a new mobile smartphone optimised version of its website.<ref>{{cite web |url=http://exchange.telstra.com.au/2011/10/28/say-hello-to-the-new-mobile-face-of-telstra-com/ |title=Say hello to the new mobile face of Telstra.com – Mobile, Website, Internet, Smartphone, Consumer &#124; Telstra Exchange |publisher=Exchange.telstra.com.au |access-date=10 February 2013 |archive-date=15 October 2013 |archive-url=https://web.archive.org/web/20131015134556/http://exchange.telstra.com.au/2011/10/28/say-hello-to-the-new-mobile-face-of-telstra-com/ |url-status=dead }}</ref> In November 2011, Telstra Digital launched an iPhone app on a trial basis<ref>{{cite web|url=http://itechreport.com.au/2011/11/07/telstra-preps-my-telstra-iphone-app/ |title=Telstra preps My Telstra iPhone app |publisher=Itechreport.com.au |access-date=10 February 2013 |url-status=dead |archive-url=https://web.archive.org/web/20121105174028/http://itechreport.com.au/2011/11/07/telstra-preps-my-telstra-iphone-app/ |archive-date=5 November 2012 }}</ref> as well as a new online mobile phone shop.<ref>{{cite web |url=http://exchange.telstra.com.au/2011/11/08/who-wants-to-shop-online/ |title=Who wants to shop online? – Consumer, Goods, Services, 24 hours, Delivery &#124; Telstra Exchange |publisher=Exchange.telstra.com.au |date=14 November 2011 |access-date=10 February 2013 |archive-date=6 July 2012 |archive-url=https://web.archive.org/web/20120706235951/http://exchange.telstra.com.au/2011/11/08/who-wants-to-shop-online/ |url-status=dead }}</ref>
In July 2012, Telstra Digital launched smartphone and Facebook apps for customers to manage their Telstra accounts<ref name="telstra247">{{cite web |url=http://www.arnnet.com.au/article/432194/telstra_launches_24x7_app_facebook/#closeme |last=Gee |first=Mike |date=31 July 2012 |publisher=ARN |title=Telstra launches 24x7 App on Facebook |access-date=25 September 2012 |url-status=live |archive-url=https://web.archive.org/web/20120809085413/http://www.arnnet.com.au/article/432194/telstra_launches_24x7_app_facebook/#closeme |archive-date=9 August 2012 }}</ref> and in November 2012, Telstra claimed that over 700,000 customers had downloaded those apps.<ref>{{cite web |url=https://www.facebook.com/Telstra24x7/posts/514186995267184 |title=Come, join over... |via=Facebook |access-date=10 February 2013 |url-status=live |archive-url=https://web.archive.org/web/20150904025323/https://www.facebook.com/Telstra24x7/posts/514186995267184 |archive-date=4 September 2015 }}</ref>{{Primary source inline|date=August 2020}} In August 2013, Telstra revealed that the apps reached 2.5&nbsp;million downloads.<ref>{{cite web |url=http://www.telstra.com.au/abouttelstra/download/document/tls878-transcript-of-presentation-2013.pdf |title=Telstra – About us, investors, media, community & environment and our company |access-date=3 October 2013 |url-status=dead |archive-url=https://web.archive.org/web/20131005013048/http://www.telstra.com.au/abouttelstra/download/document/tls878-transcript-of-presentation-2013.pdf |archive-date=5 October 2013 }}</ref>

At a results announcement, CEO David Thodey remarked that "the group's new online strategy was delivering" in the context of a 28% reduction of inbound service calls.<ref>{{cite web |author=Charis Palmer |url=http://technologyspectator.com.au/emerging-tech/social-media/telstra-details-benefits-social-media-service-strategy |title=Telstra details benefits of social media service strategy |publisher=Technology Spectator |date=9 February 2012 |access-date=10 February 2013 |url-status=dead |archive-url=https://web.archive.org/web/20120213153915/http://technologyspectator.com.au/emerging-tech/social-media/telstra-details-benefits-social-media-service-strategy |archive-date=13 February 2012 }}</ref> Telstra estimated that its digital program will provide productivity benefits of $100&nbsp;million in the 2013 financial year from lower printing costs, decreasing commissions to third parties, and reduced dependence on call centre staff.<ref>{{cite web|url=http://www.afr.com/p/technology/telstra_aims_for_more_digital_transactions_wPtHga50KKvG0dtA4Rl1TL|title=Telstra aims for more digital transactions|work=Financial Review|url-status=live|archive-url=https://web.archive.org/web/20140116063011/http://www.afr.com/p/technology/telstra_aims_for_more_digital_transactions_wPtHga50KKvG0dtA4Rl1TL|archive-date=16 January 2014}}</ref>

In October 2012, Telstra's CEO [[David Thodey]] stated, "The rise of online and social media had 'fundamentally changed the way' which the company communicated with its customers".<ref>{{cite web |url=http://www.cio.com.au/article/439170/telstra_reports_26_per_cent_drop_customer_complaints/ |title=Telstra reports 26 per cent drop in customer complaints |date=16 October 2012 |publisher=CIO |access-date=10 February 2013 |url-status=live |archive-url=https://web.archive.org/web/20130512201202/http://www.cio.com.au/article/439170/telstra_reports_26_per_cent_drop_customer_complaints/ |archive-date=12 May 2013 }}</ref> In a 2015 [[Deloitte]] report, Telstra disclosed that its "CrowdSupport" service community had generated 200,000 pieces of user-generated content.<ref>{{cite web |url=http://d2mtr37y39tpbu.cloudfront.net/wp-content/uploads/2015/01/Tech-Trends-2015-FINAL_1.pdf |title=Tech Trends 2015 |date=2015 |access-date=2023-04-24 |language=en |archive-url=https://web.archive.org/web/20150206223500/http://d2mtr37y39tpbu.cloudfront.net/wp-content/uploads/2015/01/Tech-Trends-2015-FINAL_1.pdf |archive-date=6 February 2015 }}</ref> In August 2016, Telstra disclosed that "more than 60%" of visitors to "CrowdSupport" manage to find an answer on the community.<ref name="slideshare.net">{{cite web|url=http://www.slideshare.net/capgemini/digital-transformation-review-9|title=Digital Transformation Review 9: The Digital Strategy Imperative #DTR9|last=Capgemini|date=20 July 2016|url-status=live|archive-url=https://web.archive.org/web/20160812124234/http://www.slideshare.net/capgemini/digital-transformation-review-9|archive-date=12 August 2016}}</ref>

In February 2013, Telstra introduced the ability to pay its bills via PayPal.<ref>[http://exchange.telstra.com.au/2013/02/28/telstra-partners-with-paypal-for-bill-payments/ Telstra partners with PayPal for bill payments | Telstra Exchange] {{webarchive|url=https://web.archive.org/web/20160101191729/http://exchange.telstra.com.au/2013/02/28/telstra-partners-with-paypal-for-bill-payments/ |date=1 January 2016 }}. Exchange.telstra.com.au. Retrieved 20 August 2013.</ref> And in June 2013, Telstra launched a new website, including the ability for customers to link their online accounts to their Facebook identity.<ref>{{cite web|url=http://exchange.telstra.com.au/2013/06/18/your-new-and-improved-telstra-com-has-landed/|title=Your new and improved telstra.com has landed|work=Telstra Exchange|url-status=live|archive-url=https://web.archive.org/web/20160101191729/http://exchange.telstra.com.au/2013/06/18/your-new-and-improved-telstra-com-has-landed/|archive-date=1 January 2016}}</ref><ref>{{cite web|url=http://crowdsupport.telstra.com.au/t5/Announcements/Log-in-to-My-Account-with-Facebook-is-here/ba-p/168598|title=Log in to My Account with Facebook is here|work=CrowdSupport|url-status=live|archive-url=https://web.archive.org/web/20130710094428/http://crowdsupport.telstra.com.au/t5/Announcements/Log-in-to-My-Account-with-Facebook-is-here/ba-p/168598|archive-date=10 July 2013}}</ref>

In March 2014, Telstra announced a new digital development program called "Digital First" with a stated aim to conduct 65 to 70 percent of its transactions online.<ref>{{cite news|title=Telstra in online push for sales, service |url-access=subscription |url=https://www.afr.com/companies/telecommunications/telstra-in-online-push-for-sales-service-20140304-ixnpe|access-date=30 March 2014|date=4 March 2014|author=James Hutchinson|url-status=live|archive-url=https://web.archive.org/web/20140308104213/http://www.afr.com/p/technology/telstra_in_online_push_for_sales_4qNepudkR6yWgOMngIaG7K|archive-date=8 March 2014 |work=[[Australian Financial Review|The Australian Financial Review]]}}</ref> Telstra published a [[white paper]] sharing some key metrics of its digital program:<ref>{{cite web|title=Creating a Brilliant Digital Future|url=http://www.telstra.com.au/business-enterprise/download/document/digital_first_discussion_paper.pdf|type=Telstra white paper|work=Telstra|access-date=30 March 2014|author=Gerd Schenkel|year=2014|url-status=dead|archive-url=https://web.archive.org/web/20140520230334/http://www.telstra.com.au/business-enterprise/download/document/digital_first_discussion_paper.pdf|archive-date=20 May 2014}}</ref>
{| class="wikitable sortable"
|- style="background:#d8d8d8;"
! Metric || 2011 || 2013 || 2015 || June 2015 || June 2016 || August 2016
|-
| Digital service transactions share
| style="text-align:center;"| 26%
| style="text-align:center;"| 44%
| style="text-align:center;"| 50%
| style="text-align:center;"| 52%<ref name="telstra.com">{{Cite web |url=http://www.telstra.com.au/uberprod/groups/webcontent/@corporate/@about/documents/document/uberstaging_296462.pdf |title=Our Brilliant Connected Future |date=2015 |access-date=2023-04-24 |language=en |archive-url=https://web.archive.org/web/20150924114606/http://www.telstra.com.au/uberprod/groups/webcontent/@corporate/@about/documents/document/uberstaging_296462.pdf |archive-date=24 September 2015 }}</ref>
| style="text-align:center;"| 56%<ref name="telstra.com" />
|
|-
| Digital customer contacts per month
| style="text-align:center;" | 10m
| style="text-align:center;" | 23m
| style="text-align:center;" | 33m (monthly average)
| style="text-align:center;" | Not disclosed
| style="text-align:center;" | 48m (grossed up from weekly)<ref name="ReferenceA">{{cite web |url=https://www.telstra.com.au/community/digital-story |title=Telstra – Telstra's Digital Story |access-date=22 October 2016 |url-status=dead |archive-url=https://web.archive.org/web/20161007190102/https://www.telstra.com.au/community/digital-story |archive-date=7 October 2016 }}</ref>
|
|-
| MyAccount users
| style="text-align:center;" | 0.5m
| style="text-align:center;" | 2.6m
| style="text-align:center;" | Not disclosed
| style="text-align:center;" | Not disclosed
| style="text-align:center;" | 2.5m<ref name="ReferenceA" />
|
|-
| Regular 24x7 mobile app users
| style="text-align:center;"| 0.0m
| style="text-align:center;"| Not disclosed
| style="text-align:center;"| 2.1m
| style="text-align:center;"| 2.3m<ref name="telstra.com" />
| style="text-align:center;"| 2.6m<ref name="ReferenceA"/>
| style="text-align:center;"| 2.9m<ref name="slideshare.net"/>
|-
| Digital payments transaction share
| style="text-align:center;"| Not disclosed
| style="text-align:center;"| Not disclosed
| style="text-align:center;"| 75%
|
|
|
|-
| Digital prepaid recharge share
| style="text-align:center;"| Not disclosed
| style="text-align:center;"| Not disclosed
| style="text-align:center;"| 50%
|
|
|
|-
| Monthly live chat sessions
| style="text-align:center;"| Not disclosed
| style="text-align:center;"| Not disclosed
| style="text-align:center;"| Not disclosed
| style="text-align:center;"| 350,000<ref name="telstra.com" />
|
|
|}

In September 2014, Telstra announced the opening of a "Digital Transformation Centre" in Sydney to design and built new digital tools for its service systems.<ref>{{cite news|url=https://www.zdnet.com/home-and-office/networking/telstra-takes-major-step-on-digital-first-path/|title=Telstra takes major step on Digital First path|author=Leon Spencer|publisher=ZDNet|url-status=live|archive-url=https://web.archive.org/web/20140912114433/http://www.zdnet.com/telstra-takes-major-step-on-digital-first-path-7000033604/|archive-date=12 September 2014 |date=11 September 2014}}</ref><ref>{{cite web|url=http://exchange.telstra.com.au/2014/09/12/opening-of-the-telstra-digital-transformation-centre-in-sydney/|title=Opening of the Telstra Digital Transformation Centre in Sydney|work=Telstra Exchange|date=12 September 2014|url-status=dead|archive-url=https://web.archive.org/web/20140915135010/http://exchange.telstra.com.au/2014/09/12/opening-of-the-telstra-digital-transformation-centre-in-sydney|archive-date=15 September 2014}}</ref>

In June 2014, Telstra disclosed that it had 3 million customers on "electronic billing" saving it $3&nbsp;million per month in costs.<ref name="cmo.com.au">{{cite web|url=http://www.cmo.com.au/article/547998/quick_wins_culture_technology_behind_telstra_digital_strategy/|title=Quick wins, culture and technology behind Telstra's digital strategy|work=cmo.com.au|date=19 June 2014 |url-status=live|archive-url=https://web.archive.org/web/20140619230353/http://www.cmo.com.au/article/547998/quick_wins_culture_technology_behind_telstra_digital_strategy/|archive-date=19 June 2014}}</ref> Telstra also mentioned that live chat accounted for 10% of total contact centre activity.<ref name="businessspectator.com.au">{{cite news|url=http://www.businessspectator.com.au/news/2014/6/20/technology/telstra-working-uber-system-improve-maintenance-calls|title=Telstra working on 'Uber-like' system to improve maintenance calls|date=20 June 2014|url-status=live|archive-url=https://web.archive.org/web/20140622231521/http://www.businessspectator.com.au/news/2014/6/20/technology/telstra-working-uber-system-improve-maintenance-calls|archive-date=22 June 2014 |first=Harrison |last=Polites |work=Business Spectator |via=[[The Australian]] Business Review}}</ref>

In December 2015, Telstra Digital launched customer service on [[Periscope (app)|Periscope]].<ref>{{cite web|url=http://www.adnews.com.au/news/periscope-to-stream-live-in-twitter-ecosystem|title=Periscope to stream live in Twitter ecosystem – AdNews|url-status=live|archive-url=https://web.archive.org/web/20160114061545/http://www.adnews.com.au/news/periscope-to-stream-live-in-twitter-ecosystem|archive-date=14 January 2016}}</ref>

In October 2016, the executive director of Telstra Digital Gerd Schenkel left Telstra<ref>{{cite news|url=http://www.theaustralian.com.au/business/margin-call/its-not-you-its-us-rice-exits-nine/news-story/581748ee5ed16add5a779052179b77af |url-access=subscription |title=It's us, not you: Rice exits Nine|work=[[The Australian]]|access-date=14 January 2017|archive-date=1 June 2021|archive-url=https://web.archive.org/web/20210601035313/https://insight.adsrvr.org/track/up?adv=vrges6n&ref=https%3A%2F%2Fwww.theaustralian.com.au%2Fsubscribe%2Fnews%2F1%2F%3FsourceCode%3DTAWEB_WRE170_a%26dest%3Dhttps%253A%252F%252Fwww.theaustralian.com.au%252Fbusiness%252Fmargin-call%252Fits-not-you-its-us-rice-exits-nine%252Fnews-story%252F581748ee5ed16add5a779052179b77af%26memtype%3Danonymous%26mode%3Dpremium%26v21suffix%3D414-b&upid=rjdl4pv&upv=1.1.0|url-status=live}}</ref> to become CEO of a fintech company.<ref>{{cite news|url=http://www.afr.com/technology/tyro-turns-to-gerd-schenkel-as-new-ceo-to-disrupt-the-banks-20161019-gs5rva|title=Tyro turns to Gerd Schenkel as new CEO to disrupt the banks|date=19 October 2016|url-status=live|archive-url=https://web.archive.org/web/20161022143511/http://www.afr.com/technology/tyro-turns-to-gerd-schenkel-as-new-ceo-to-disrupt-the-banks-20161019-gs5rva|archive-date=22 October 2016 |url-access=subscription |first=James |last=Eyres |work=[[Australian Financial Review|The Australian Financial Review]] |quote=Australia's newest bank, Tyro, has appointed the founder of National Australia Bank's UBank and Telstra Digital, Gerd Schenkel, as its new chief executive, in a sign the payments disrupter plans to ramp up its attack on the big banks' small business lending customers.}}</ref>

==== Retail store network ====
[[File:Telstra in Chadstone Mall 2017.JPG|thumb|Telstra Store in [[Chadstone Shopping Centre]], Melbourne]]
[[File:Telstra Store in the Sturt Mall (1).jpg|thumb|Telstra Store in the Sturt Mall in Wagga Wagga]]
Telstra owns and operates a series of retail stores known as Telstra Stores. Some are directly owned and operated by Telstra and some are operated by licensees.<ref>[http://www.seekcommercial.com.au/Business/Profile.aspx?ClientId=2620&t=0 Telstra – License For Sale] {{webarchive|url=https://web.archive.org/web/20140305140039/http://www.seekcommercial.com.au/Business/Profile.aspx?ClientId=2620&t=0 |date=5 March 2014 }}. SEEK Commercial (1 January 2013). Retrieved 29 October 2013.</ref>

As of May 2016, Telstra has a total of 360 retail stores across Australia.<ref>{{cite web|url=https://careers.telstra.com/Career-Paths/Retail|title=Telstra Retail Careers|access-date=18 May 2016|url-status=live|archive-url=https://web.archive.org/web/20160531224554/https://careers.telstra.com/Career-Paths/Retail|archive-date=31 May 2016}}</ref> This includes several new 'Discovery' stores, where Telstra has invested millions in redesigning key stores based on local requirements. These designs include new displays, accessory shops, digital tickets and free baristas.<ref>{{cite web |url=http://ausdroid.net/2015/11/30/telstra-today-launches-its-innovative-new-melbourne-discovery-store/ |title=Telstra Retail Careers |author=Alex Dennis |date=10 November 2015 |access-date=18 May 2016 |url-status=live |archive-url=https://web.archive.org/web/20160605052820/http://ausdroid.net/2015/11/30/telstra-today-launches-its-innovative-new-melbourne-discovery-store/ |archive-date=5 June 2016 }}</ref>

109 of Telstra's stores are owned and operated by [[Vita Group]], a publicly listed company with a market capitalisation of approximately $600m (June 2016).

In February 2011, Telstra announced the creation of an additional 100 retail stores within three years.<ref name="=tmedia-expand"/><ref>{{cite web|url=http://www.crn.com.au/news/how-vita-cracked-100-telstra-stores-while-mac-sales-sunk-401253|title=How Vita cracked 100 Telstra Stores while Mac sales sunk|website=CRN Australia|url-status=live|archive-url=https://web.archive.org/web/20160917120024/http://www.crn.com.au/news/how-vita-cracked-100-telstra-stores-while-mac-sales-sunk-401253|archive-date=17 September 2016}}</ref>

The carrier opened the world's first [[Android (operating system)|Android]] store, called "[[Androidland]]", on [[Bourke Street]], Melbourne, Australia, in December 2011.<ref>{{cite web |url=http://apcmag.com/meet-androidland-australia-opens-world-first-android-store-in-melbourne.htm |title=Meet Androidland: Australia opens "world-first" Android store in Melbourne |access-date=10 December 2011 |url-status=live |archive-url=http://archive.wikiwix.com/cache/20111210221904/http://apcmag.com/meet-androidland-australia-opens-world-first-android-store-in-melbourne.htm |archive-date=10 December 2011 }}</ref>

These developments built on Telstra's T[life] concept stores it had launched in the early 2000s.<ref>{{cite web|url=http://www.cnet.com.au/telstra-unveils-tlife-melbourne-339290139.htm|title=Telstra unveils T Life Melbourne|publisher=cnet.com.au|access-date=15 May 2011|url-status=live|archive-url=https://web.archive.org/web/20120405132427/http://www.cnet.com.au/telstra-unveils-tlife-melbourne-339290139.htm|archive-date=5 April 2012}}</ref>

==== Share price development ====
In November 1997, the Australian government sold the first tranche of its Telstra shares, 4.29 Billion shares, publicly at a price of $3.40 per share to institutional investors and $3.30 to retail investors. This sale is commonly referred to as "T1".<ref name="aph.gov.au">[http://www.aph.gov.au/About_Parliament/Parliamentary_Departments/Parliamentary_Library/Publications_Archive/online/TelstraSale Telstra Sale – Parliament of Australia] {{webarchive|url=https://web.archive.org/web/20160121165425/http://www.aph.gov.au/About_Parliament/Parliamentary_Departments/Parliamentary_Library/Publications_Archive/online/TelstraSale |date=21 January 2016 }}. Aph.gov.au. Retrieved 12 April 2014.</ref> In October 1999, the Australian government sold the second tranche of its Telstra shares under the "T2" program for $7.80 per share to institutional investors and $7.40 to retail investors.<ref name="aph.gov.au"/> In November 2006, the government sold a third tranche of its shares, "T3", at $3.60 per share.<ref>[http://www.asxshareprices.com.au/telstra-share-price/ Telstra Shares | Telstra Share Price] {{webarchive|url=https://web.archive.org/web/20160101191729/http://www.asxshareprices.com.au/telstra-share-price/ |date=1 January 2016 }}. Asxshareprices.com.au. Retrieved 12 April 2014.</ref>

Since its privatisation, Telstra shares have hit a low of just over $2.50 per share in late 2010.<ref name="au.finance.yahoo.com">[http://au.finance.yahoo.com/q/bc?s=TLS.AX&t=5y&l=on&z=l&q=l&c= TLS.AX Basic Chart | TELSTRA FPO Stock – Yahoo!7 Finance] {{webarchive|url=http://archive.wikiwix.com/cache/20160206162505/http://au.finance.yahoo.com/q/bc?s=TLS.AX&t=5y&l=on&z=l&q=l&c= |date=6 February 2016 }}. Yahoo! Finance.com (27 October 1998). Retrieved 12 April 2014.</ref> Since then, Telstra shares have risen to $5 per share in December 2013<ref name="au.finance.yahoo.com"/> and $6 per share in December 2014.<ref>{{cite web|url=http://www.fool.com.au/2014/12/22/telstra-share-price-hits-6/|title=Telstra share price hits $6 – Motley Fool Australia|work=The Motley Fool|date=22 December 2014|url-status=live|archive-url=https://web.archive.org/web/20141222164341/https://www.fool.com.au/2014/12/22/telstra-share-price-hits-6/|archive-date=22 December 2014}}</ref>
On 17 May 2019 the shares closed on the ASX at $3.56 up from a twelve-month low of $2.547 per share<ref>{{Cite web | url=https://www.asx.com.au/asx/share-price-research/company/TLS | title=Share Price & Information – ASX | access-date=19 May 2019 | archive-date=10 September 2019 | archive-url=https://web.archive.org/web/20190910231752/https://www.asx.com.au/asx/share-price-research/company/TLS | url-status=live }}</ref>

In February 2014, Telstra raised its dividend from 14c to 14.5c per share.<ref>[http://www.abc.net.au/news/2014-02-13/telstra-raises-dividend-amid-profit-growth/5256916 Telstra raises dividend amid profit growth – ABC News (Australian Broadcasting Corporation)] {{webarchive|url=https://web.archive.org/web/20140224183924/http://www.abc.net.au/news/2014-02-13/telstra-raises-dividend-amid-profit-growth/5256916 |date=24 February 2014 }}. Australian Broadcasting Corporation (13 February 2014). Retrieved 12 April 2014.</ref>

Amid the global pandemic crisis of the coronavirus in 2020, Telstra was one of three companies of the ASX 200 to gain in the week starting 15 March. It increased by 1.8 percent on the Australian Securities Exchange.<ref>[https://www.abc.net.au/news/2020-03-16/coronavirus-fears-see-australian-market-slump-to-start-new-week/12058904 ASX 200 posts biggest fall on record, Reserve Bank flags further measures amid coronavirus fears – ABC News (Australian Broadcasting Corporation)] {{Webarchive|url=https://web.archive.org/web/20200415002201/https://www.abc.net.au/news/2020-03-16/coronavirus-fears-see-australian-market-slump-to-start-new-week/12058904 |date=15 April 2020 }}. Retrieved 23 March 2020.</ref>

==== Sale of Sensis ====
In January 2014, Telstra announced its intention to sell 70% of [[Sensis (company)|Sensis]] to [[Platinum Equity]] for $454&nbsp;million.<ref name="theaustralian.com.au">{{cite web|url=http://www.theaustralian.com.au/business/mergers-acquisitions/telstra-to-sell-70pc-of-sensis-to-platinum-equity/story-fn91vdzj-1226800410576|title=Telstra does $454m directories deal|date=13 January 2014|url-status=live|archive-url=https://web.archive.org/web/20140116021937/http://www.theaustralian.com.au/business/mergers-acquisitions/telstra-to-sell-70pc-of-sensis-to-platinum-equity/story-fn91vdzj-1226800410576|archive-date=16 January 2014}}</ref> Sensis was said to have once been "one of Telstra's most lucrative businesses" and reportedly "has been under pressure in recent years amid competition from more agile digital alternatives such as Google".<ref name="theaustralian.com.au"/>

In February 2014, Telstra was reportedly seeking to reduce Sensis employment by 400 to 1,000 positions.<ref>{{cite web|url=http://www.afr.com/p/telstra_to_cut_sensis_jobs_union_QvVWGJOUSrqHwq4YMyO1wI|title=Telstra to cut 400 Sensis jobs: union|date=17 February 2014|last1=Smith|first1=Paul |work=Financial Review|url-status=dead|archive-url=https://web.archive.org/web/20140222174125/http://www.afr.com/p/telstra_to_cut_sensis_jobs_union_QvVWGJOUSrqHwq4YMyO1wI|archive-date=22 February 2014}}</ref><ref>{{cite web|url=http://www.afr.com/p/national/telstra_tipped_to_outsource_another_NqoBjEp8hdOGZYbUQds16N|title=Telstra tipped to outsource another 1000 jobs|work=Financial Review|url-status=dead|archive-url=https://web.archive.org/web/20140222174122/http://www.afr.com/p/national/telstra_tipped_to_outsource_another_NqoBjEp8hdOGZYbUQds16N|archive-date=22 February 2014}}</ref>

==== New health business unit ====
In September 2013, Telstra launched a new health business unit – Telstra Health and hired Shane Solomon as the head.<ref>{{cite web|url=http://www.afr.com/news/policy/industrial-relations/telstra-hires-kpmgs-solomon-in-healthcare-push-20130215-ji6i8|title=Telstra hires KPMG's Solomon in healthcare push &#124; afr.com|url-status=live|archive-url=https://web.archive.org/web/20160304091555/http://www.afr.com/news/policy/industrial-relations/telstra-hires-kpmgs-solomon-in-healthcare-push-20130215-ji6i8|archive-date=4 March 2016}}</ref>

In September 2016, Telstra Health was awarded a $220m government contract amidst claims of "lack of transparency".<ref>{{cite web|url=https://www.smh.com.au/federal-politics/political-news/concerns-over-220-million-telstra-health-contracts-lack-of-transparency-20160928-grqavu.html|title=Concerns over $220 million Telstra Health contract's 'lack of transparency'|first=Amy|last=Remeikis|date=28 September 2016|via=The Sydney Morning Herald|url-status=live|archive-url=https://web.archive.org/web/20170331204932/http://www.smh.com.au/federal-politics/political-news/concerns-over-220-million-telstra-health-contracts-lack-of-transparency-20160928-grqavu.html|archive-date=31 March 2017}}</ref>

Shane Solomon left Telstra in Nov 2016.<ref>{{cite web|url=http://www.itnews.com.au/news/telstras-inaugural-health-boss-resigns-440712|title=Telstra's inaugural Health boss resigns|website=iTnews|url-status=live|archive-url=https://web.archive.org/web/20170116182533/http://www.itnews.com.au/news/telstras-inaugural-health-boss-resigns-440712|archive-date=16 January 2017}}</ref>

===== Telstra Health Acquisitions =====
{| class="wikitable"
|-
! Year !! Name !! Amount !! Comments !! Reference
|-
| 2013|| HealthConnex|| $44m || Rebranded from DCA eHealth Solutions, Previously Database Consultants Australia ||<ref>{{cite web|url=http://www.computerworld.com.au/article/524919/telstra_expands_health_portfolio_another_acquisition/|title=Telstra expands health portfolio with another acquisition – Computerworld|date=28 August 2013|url-status=dead|archive-url=https://web.archive.org/web/20160303033701/http://www.computerworld.com.au/article/524919/telstra_expands_health_portfolio_another_acquisition/|archive-date=3 March 2016|access-date=25 February 2016}}</ref>
|-
| 2013|| Verdi|| ~$1M || Rebranded from IP Health ||
|-
| 2013|| HealthEngine || $5m || 50% Investment made with Seven West Media ||<ref>{{cite web|url=http://www.pulseitmagazine.com.au/index.php?option=com_content&view=article&id=1572:healthengine-looks-to-expand-with-telstra-seven-investment&catid=16:australian-ehealth&Itemid=328|title=Pulse+IT – Pulse+IT|url-status=live|archive-url=https://web.archive.org/web/20160229055547/http://www.pulseitmagazine.com.au/index.php?option=com_content&view=article&id=1572:healthengine-looks-to-expand-with-telstra-seven-investment&catid=16:australian-ehealth&Itemid=328|archive-date=29 February 2016}}</ref>
|-
| 2013|| Fred IT || $50M || 50% Investment made ||<ref>{{cite web|url=http://www.pulseitmagazine.com.au/index.php?option=com_content&view=article&id=1605:telstra-makes-strategic-investment-in-fred-it&catid=16:australian-ehealth&Itemid=328|title=Pulse+IT – Pulse+IT|url-status=live|archive-url=https://web.archive.org/web/20160301040113/http://www.pulseitmagazine.com.au/index.php?option=com_content&view=article&id=1605:telstra-makes-strategic-investment-in-fred-it&catid=16:australian-ehealth&Itemid=328|archive-date=1 March 2016}}</ref>
|-
| 2014|| iCare Health || $26M || ||<ref>{{cite web|url=http://www.icarehealth.com.au/blog/telstra-health-announces-acquisition-icarehealths-australian-operations/+|title=Telstra Health announces acquisition of iCareHealth's Australian operations – iCareHealth|url-status=dead|archive-url=https://web.archive.org/web/20160305162337/http://icarehealth.com.au/blog/telstra-health-announces-acquisition-icarehealths-australian-operations/|archive-date=5 March 2016}}</ref>
|-
| 2014|| Emerging Systems || $15m || ||<ref>{{cite web|url=http://www.pulseitmagazine.com.au/news/australian-ehealth/2580-emerging-systems-to-integrate-charm-into-ehs?highlight=WyJ0ZWxzdHJhIiwidGVsc3RyYSdzIl0=|title=Pulse+IT – Emerging Systems to integrate Charm into EHS|date=30 July 2015|url-status=live|archive-url=https://web.archive.org/web/20160826095311/http://www.pulseitmagazine.com.au/news/australian-ehealth/2580-emerging-systems-to-integrate-charm-into-ehs?highlight=WyJ0ZWxzdHJhIiwidGVsc3RyYSdzIl0=|archive-date=26 August 2016}}</ref>
|-
| 2014|| Orion Health || $18m || 2% Investment made  ||
|-
| 2015|| EOS Technologies || Not Disclosed || Merged into HealthConnex ||<ref>{{cite web|url=http://www.telstra.com.au/aboutus/media/media-releases/Telstra+Health+to+acquire+client+&+resource+management+solution+business,+EOS+Technologies|title=Telstra Health to acquire client & resource management solution business, EOS Technologies|url-status=dead|archive-url=https://web.archive.org/web/20161030190432/http://www.telstra.com.au/aboutus/media/media-releases/Telstra%20Health%20to%20acquire%20client%20%26%20resource%20management%20solution%20business%2C%20EOS%20Technologies|archive-date=30 October 2016}}</ref>
|-
| 2015 || IdeaObject/Cloud9 || $19m || Merged into Cloud9 ||<ref>{{cite web|url=http://www.businessspectator.com.au/news/2015/1/5/technology/telstra-health-picks-cloud-medicine|title=Telstra Health picks up cloud medicine &#124; Business Spectator|url-status=live|archive-url=https://web.archive.org/web/20160304151706/http://www.businessspectator.com.au/news/2015/1/5/technology/telstra-health-picks-cloud-medicine|archive-date=4 March 2016}}</ref>
|-
| 2015 ||[[Dr Foster Intelligence]] || ~$40M-$50M || ||<ref>{{cite web|url=http://www.pulseitmagazine.com.au/index.php?option=com_content&view=article&id=2347:telstra-health-buys-uk-health-analytics-firm-dr-foster&catid=16:australian-ehealth&Itemid=328|title=Pulse+IT – Pulse+IT|date=26 March 2015|url-status=live|archive-url=https://web.archive.org/web/20160229054021/http://www.pulseitmagazine.com.au/index.php?option=com_content&view=article&id=2347:telstra-health-buys-uk-health-analytics-firm-dr-foster&catid=16:australian-ehealth&Itemid=328|archive-date=29 February 2016}}</ref>
|-
| 2015 || Medinexus || $4M || ||<ref>{{cite web|url=http://www.pulseitmagazine.com.au/index.php?option=com_content&view=article&id=2002:telstra-buys-medinexus-as-dca-ehealth-rebrands&Itemid=327|title=Pulse+IT – Pulse+IT|date=28 July 2014|url-status=live|archive-url=https://web.archive.org/web/20160301052832/http://www.pulseitmagazine.com.au/index.php?option=com_content&view=article&id=2002:telstra-buys-medinexus-as-dca-ehealth-rebrands&Itemid=327|archive-date=1 March 2016}}</ref>
|-
| 2015 || Anywhere Healthcare|| Not Disclosed || ||<ref>{{cite web|url=http://www.businessspectator.com.au/news/2015/4/1/technology/telstra-health-goes-anywhere-new-acquisition|title=Telstra Health goes Anywhere with new acquisition &#124; Business Spectator|url-status=live|archive-url=https://web.archive.org/web/20160304134026/http://www.businessspectator.com.au/news/2015/4/1/technology/telstra-health-goes-anywhere-new-acquisition|archive-date=4 March 2016}}</ref>
|-
| 2015|| Health IQ|| Not Disclosed || ||<ref>{{cite web|url=http://www.pulseitmagazine.com.au/index.php?option=com_content&view=article&id=2589:hic2015-telstra-health-adds-to-analytical-capability-with-health-iq&catid=16:australian-ehealth&Itemid=328|title=Pulse+IT – Pulse+IT|date=15 August 2015|url-status=live|archive-url=https://web.archive.org/web/20160301055706/http://www.pulseitmagazine.com.au/index.php?option=com_content&view=article&id=2589:hic2015-telstra-health-adds-to-analytical-capability-with-health-iq&catid=16:australian-ehealth&Itemid=328|archive-date=1 March 2016}}</ref>
|}

==== National Broadband Network (NBN) ====
In December 2014, Telstra signed an agreement with the federal government's A.C.N. 86 136 533 741 (NBN Co) Limited. This agreement is said to retain the $11b value for Telstra of the original agreement from October 2011 and will see the company progressively sell its copper and [[Hybrid fiber-coaxial]] networks to A.C.N. 86 136 533 741 (NBN Co) Limited.<ref>{{cite web|url=https://www.smh.com.au/business/telstra-signs-new-11-billion-nbn-agreement-20141214-126vqv.html|title=Telstra signs new $11 billion NBN agreement|work=The Sydney Morning Herald|url-status=live|archive-url=https://web.archive.org/web/20141214150007/http://www.smh.com.au/business/telstra-signs-new-11-billion-nbn-agreement-20141214-126vqv.html|archive-date=14 December 2014}}</ref>

=== Andrew Penn era (2015–2022) ===
On 19 February 2015, Telstra announced that CEO David Thodey would retire on 1 May 2015 and be replaced by successor [[Andy Penn (businessman)|Andy Penn]].<ref>{{cite web|url=http://www.abc.net.au/news/2015-02-20/david-thodey-leaves-telstra-replaced-by-andy-penn/6159094|title=David Thodey leaves Telstra, replaced as CEO by Andrew Penn|work=ABC News|date=19 February 2015|url-status=live|archive-url=https://web.archive.org/web/20150328063751/http://www.abc.net.au/news/2015-02-20/david-thodey-leaves-telstra-replaced-by-andy-penn/6159094|archive-date=28 March 2015}}</ref> Penn's era was marked by the very difficult  transition to the NBN, a government policy decision which had significant implications for Telstra. Penn indicated new focus on growth in the core business with a pulling back from international markets,<ref>{{cite web|url=http://www.theaustralian.com.au/business/new-chief-andy-penn-wants-telstra-to-broaden-its-horizons/story-e6frg8zx-1227233041979|title=Subscribe to The Australian – Newspaper home delivery, website, iPad, iPhone & Android apps|website=The Australian}}</ref> including the discontinuation of a joint venture to build a mobile phone network in the Philippines.<ref>{{cite web|url=https://www.smh.com.au/business/the-economy/telstra-pulls-out-of-philippines-talks-report-20160313-gnhzrc.html|title=Telstra pulls out of Philippines venture but CEO keen for Asian acquisitions|first=David|last=Ramli|date=14 March 2016|via=The Sydney Morning Herald|url-status=dead|archive-url=https://web.archive.org/web/20161115200305/http://www.smh.com.au/business/the-economy/telstra-pulls-out-of-philippines-talks-report-20160313-gnhzrc.html|archive-date=15 November 2016|access-date=26 November 2016}}</ref> On 14 March 2016, Telstra ended their talks between the company and the Philippine-based conglomerate [[San Miguel Corporation]] for a planned joint telecommunications venture in the Philippines due to several factors.<ref>{{cite news|url=http://www.rappler.com/business/industries/172-telecommunications-media/125715-telstra-san-miguel-end-talks|title=San Miguel Corp, Telstra end joint venture plan|work=[[Rappler]]|last=dela Paz|first=Charisse|date=14 March 2016|access-date=14 March 2016|url-status=live|archive-url=https://web.archive.org/web/20160315135547/http://www.rappler.com/business/industries/172-telecommunications-media/125715-telstra-san-miguel-end-talks|archive-date=15 March 2016}}</ref>

In 2016, Telstra suffered a series of network outages<ref>{{cite web|url=http://www.theaustralian.com.au/business/technology/telstra-declares-improvements-after-unacceptable-outages/news-story/32fa2d69371f3ae1bacbbac35afdf54d|title=Subscribe to The Australian – Newspaper home delivery, website, iPad, iPhone & Android apps|website=The Australian|access-date=15 October 2017|archive-date=1 June 2021|archive-url=https://web.archive.org/web/20210601035318/https://insight.adsrvr.org/track/up?adv=vrges6n&ref=https%3A%2F%2Fwww.theaustralian.com.au%2Fsubscribe%2Fnews%2F1%2F%3FsourceCode%3DTAWEB_WRE170_a%26dest%3Dhttps%253A%252F%252Fwww.theaustralian.com.au%252Fbusiness%252Ftechnology%252Ftelstra-declares-improvements-after-unacceptable-outages%252Fnews-story%252F32fa2d69371f3ae1bacbbac35afdf54d%26memtype%3Danonymous%26mode%3Dpremium%26v21suffix%3D414-b&upid=rjdl4pv&upv=1.1.0|url-status=live}}</ref><ref>{{cite web|url=https://www.smh.com.au/business/telstra-outages-now-a-real-problem-for-the-company-20160701-gpw5ra.html|title=Telstra outages now a real problem for the company|first=Elizabeth|last=Knight|date=1 July 2016|via=The Sydney Morning Herald|url-status=live|archive-url=https://web.archive.org/web/20161005181858/http://www.smh.com.au/business/telstra-outages-now-a-real-problem-for-the-company-20160701-gpw5ra.html|archive-date=5 October 2016}}</ref> for which the company apologised.<ref>{{Cite web |url=https://www.abc.net.au/news/2016-05-29/telstra-apologises-for-internet-outage-with-$25-credit-customers/7456832 |title=Telstra apologises for internet outage with $25 credit |date=29 May 2016 |website=ABC News |language=en-AU |access-date=5 June 2019 |archive-date=15 May 2018 |archive-url=https://web.archive.org/web/20180515044211/http://www.abc.net.au/news/2016-05-29/telstra-apologises-for-internet-outage-with-$25-credit-customers/7456832 |url-status=live }}</ref> In December of that year, Telstra announced the appointment of [[Robyn Denholm]] as its new COO, following the departure of Kate McKenzie who left after the network outages.<ref>{{cite web|url=http://www.theaustralian.com.au/business/news/robyn-denholm-to-replace-kate-mckenzie-at-telstra/news-story/91bbfa788d9e9105f7d1d0e2f692254a|title=Telstra appoints new COO|date=5 December 2016|access-date=6 December 2016|archive-date=1 June 2021|archive-url=https://web.archive.org/web/20210601035306/https://insight.adsrvr.org/track/up?adv=88zyn8h&ref=https%3A%2F%2Fwww.theaustralian.com.au%2Fsubscribe%2Fnews%2F1%2F%3FsourceCode%3DTAWEB_WRE170_a%26dest%3Dhttps%253A%252F%252Fwww.theaustralian.com.au%252Fbusiness%252Fnews%252Frobyn-denholm-to-replace-kate-mckenzie-at-telstra%252Fnews-story%252F91bbfa788d9e9105f7d1d0e2f692254a%26memtype%3Danonymous%26mode%3Dpremium%26v21suffix%3D414-b&upid=hcgtqbu&upv=1.1.0|url-status=live}}</ref> In December, Telstra announced the hire of a new [[Chief technology officer|CTO]] to replace the predecessor who left amongst allegations of CV fraud.<ref>{{cite web|url=http://www.businessinsider.com.au/telstras-appoints-ericsson-exec-eriksson-as-new-cto-after-wiping-predecessor-from-history-2016-12|title=Telstra appoints Ericsson exec Eriksson as new CTO, after wiping predecessor from history|first=Tony|last=Yoo|date=14 December 2016|url-status=dead|archive-url=https://web.archive.org/web/20161217011147/http://www.businessinsider.com.au/telstras-appoints-ericsson-exec-eriksson-as-new-cto-after-wiping-predecessor-from-history-2016-12|archive-date=17 December 2016}}</ref> In 2016, the government raised the possibility that Telstra's regional mobile network may be forced to be opened to competitor' use under a roaming scheme. A prospect strongly being fought by Telstra.<ref>{{cite web|url=https://www.smh.com.au/business/commission-recommends-scrapping-telstras-universal-service-obligation-funds-20161206-gt4y7y.html|title=Productivity Commission recommends scrapping Telstra's Universal Service Obligation funds|first=Lucy|last=Battersby|date=6 December 2016|via=The Sydney Morning Herald|url-status=live|archive-url=https://web.archive.org/web/20161209061128/http://www.smh.com.au/business/commission-recommends-scrapping-telstras-universal-service-obligation-funds-20161206-gt4y7y.html|archive-date=9 December 2016}}</ref> Penn announced a $3bn investment program to strength its networks and as a platform for future digital investments.

In February 2017, Telstra announced that revenue had dropped 3.5%, Net Profit After Tax had dropped by over 14%<ref>{{cite web |url=https://www.intelligentinvestor.com.au/telstra-interim-result-2017-1859441 |title=Telstra: Interim result 2017 |access-date=22 February 2017 |url-status=live |archive-url=https://web.archive.org/web/20170223125128/https://www.intelligentinvestor.com.au/telstra-interim-result-2017-1859441 |archive-date=23 February 2017 }}.</ref> due to the impact of the rollout of the NBN by the Australian Government. As a result, Telstra's share price dropped by 4.5% on the same day.<ref>{{cite web|url=https://www.smh.com.au/business/telstra-posts-surprise-profit-slump-as-fixed-line-mobile-revenue-drops-20170215-gue04u.html|title=Telstra posts surprise profit slump as fixed line, mobile revenue drops|first=Lucy|last=Battersby|date=16 February 2017|via=The Sydney Morning Herald|url-status=live|archive-url=https://web.archive.org/web/20170223045409/http://www.smh.com.au/business/telstra-posts-surprise-profit-slump-as-fixed-line-mobile-revenue-drops-20170215-gue04u.html|archive-date=23 February 2017}}</ref> In August 2017, Telstra announced that it would cut its dividend in response to the financial implications of the NBN and to fund its network investments, leading to a drop in share price by over 10% in a single day to reach a 5-year low.<ref>{{cite web|url=http://www.theaustralian.com.au/business/technology/telstra-shareholders-face-dividend-cut/news-story/e83888c1145aca6adcf40f9763300391|title=Subscribe to The Australian – Newspaper home delivery, website, iPad, iPhone & Android apps|website=The Australian|access-date=31 August 2017|archive-date=1 June 2021|archive-url=https://web.archive.org/web/20210601035338/https://insight.adsrvr.org/track/up?adv=88zyn8h&ref=https%3A%2F%2Fwww.theaustralian.com.au%2Fsubscribe%2Fnews%2F1%2F%3FsourceCode%3DTAWEB_WRE170_a%26dest%3Dhttps%253A%252F%252Fwww.theaustralian.com.au%252Fbusiness%252Ftechnology%252Ftelstra-shareholders-face-dividend-cut%252Fnews-story%252Fe83888c1145aca6adcf40f9763300391%26memtype%3Danonymous%26mode%3Dpremium%26v21suffix%3D414-b&upid=hcgtqbu&upv=1.1.0|url-status=live}}</ref>

==== T22 strategy ====
In June 2018, Telstra announced its Telstra2022 strategy designed to face into headwinds from the NBN rollout and return the business to growth.<ref name="auto">{{Cite web|last=Reichert|first=Corinne|title=Telstra2022: Key takeaways from Telstra's new strategy|url=https://www.zdnet.com/article/telstra2022-key-takeaways-from-telstras-new-strategy/|access-date=2021-06-29|publisher=ZDNet|language=en}}</ref> Composed of four pillars, the strategy was designed to remove $1&nbsp;billion of operating costs from the business, simplifying its overall structure and leading to six key outcomes: improve customer experiences, simplify its products and operating model, extend network superiority and 5G leadership, achieve global high performance in employee engagement, reduce net productivity costs, and attain a return on capital investment post the NBN rollout.<ref name="auto"/>

On 20 June 2018, Telstra announced a reduction of 9,500 jobs (8,000 net job losses after considering 1,500 new roles to be created) as part of its "Telstra 2022" (T22) plan.<ref>{{Cite news|url=http://www.abc.net.au/news/2018-06-20/telstras-big-bang-splits-in-two-as-jobs-and-plans-go/9889436|title=Telstra's big bang splits the company in two as 8,000 jobs go. Will it work?|date=20 June 2018|work=ABC News|access-date=20 June 2018|language=en-AU|archive-date=24 June 2018|archive-url=https://web.archive.org/web/20180624033901/http://www.abc.net.au/news/2018-06-20/telstras-big-bang-splits-in-two-as-jobs-and-plans-go/9889436|url-status=live}}</ref>

===== InfraCo =====
Created on 1 July 2018, Telstra InfraCo<ref>{{Cite web |title=Telstra launches new holding company, subsidiaries as restructuring moves forward |url=https://www.crn.com.au/news/telstra-launches-new-holding-company-subsidiaries-as-restructuring-moves-forward-562422 |access-date=2023-02-17 |website=CRN Australia}}</ref> would serve as the infrastructure business, owning an estimated $11&nbsp;billion AUD in assets made up of data centres, non-mobiles related domestic fibre, copper, [[Hybrid fiber-coaxial|HFC]], subsea cables, exchanges, poles, ducts, and pipes.<ref>{{Cite web|title=Here's what we know about Telstra InfraCo, the new wholesale business|url=https://www.crn.com.au/news/heres-what-we-know-about-telstra-infraco-the-new-wholesale-business-494860|access-date=2021-07-11|website=CRN Australia}}</ref> InfraCo opened its [[dark fibre]] network across six Australian state capitals in February 2021.<ref>{{Cite web|last=Barbaschow|first=Asha|title=Telstra InfraCo opens up dark fibre network|url=https://www.zdnet.com/home-and-office/networking/telstra-infraco-opens-up-dark-fibre-network/|access-date=2021-07-11|publisher=ZDNet|language=en}}</ref> Telstra said the dark fibre network would open up a wealth of capabilities and control for its targeted audience of network operates and service providers such as global carriers, data centre operators, internet service producers and over the top providers according to Infrastructure Chief Ross Lambi.<ref>{{Cite web|title=Telstra's InfraCo launches dark fibre offering|url=https://www.crn.com.au/news/telstras-infraco-launches-dark-fibre-offering-561425|access-date=2021-07-11|website=CRN Australia}}</ref>

===== Retail store strategy =====
In February 2021, Telstra announced plans to take back full ownership of its 337 retail stores. At the time of the announcement Telstra owned and operated 67 of its stores, Vita Group owned and operated 104 stores, and the remaining 166 were operated by individual licensees.<ref>{{Cite web|date=11 February 2021|title=Vita shares plunge as Telstra takes control of retail stores|url=https://www.afr.com/companies/retail/telstra-takes-control-of-retail-stores-20210211-p571l2|access-date=2021-05-04|archive-url=https://web.archive.org/web/20210211065319/https://www.afr.com/companies/retail/telstra-takes-control-of-retail-stores-20210211-p571l2|archive-date=11 February 2021}}</ref> The process of transitioning stores back to Telstra ownership took around 12 to 18 months to complete.<ref>{{Cite web|date=26 February 2021|title=BREAKING NEWS: Telstra To Take Back Control Of Retail Stores Threat To JB Hi Fi – channelnews|url=https://www.channelnews.com.au/breaking-news-telstra-to-take-back-control-of-their-retail-stores-threat-to-jb-hi-fi/|access-date=2021-05-04|archive-url=https://web.archive.org/web/20210226190929/https://www.channelnews.com.au/breaking-news-telstra-to-take-back-control-of-their-retail-stores-threat-to-jb-hi-fi/|archive-date=26 February 2021}}</ref> As  part of the T22 program Telstra also brought its call centres back on shore.

Ultimately the T22 strategy proved to be very successful with a significant improvement in customer metrics, employee engagement, a return to profitable growth supported by a $2.7 bn reduction in annualised costs. Telstra's share price increased more than 50% from a low in 2018 of $2.63 to more than $4 in 2022.

=== Vicki Brady era (2022–present) ===
On 30 March 2022, Telstra announced that Vicki Brady would become the new chief executive officer effective 1 September 2022.<ref>{{cite web | url=https://www.telstra.com.au/aboutus/media/media-releases/CEO-retirement-and-succession | title=Telstra announces CEO retirement and succession }}</ref> In December 2023, Telstra acquired Versent, a provider of cloud transformation and security products and services, for $267.5 million.<ref>{{Cite web |date=2023-12-09 |title=Telstra spends $267.5M on Versent |url=https://www.arnnet.com.au/article/1253931/edge-2023-drummers-and-fire-twirling-bring-channel-together-by-aussie-broadband.html |access-date=2024-12-08 |website=ARN |language=en-US}}</ref> 

On 21 May 2024,  Brady announced plans to lay off 2,800 employees by the end of 2024. Most of these roles would be in the B2B Telstra Enterprise division, with 377 roles in consultancy for redundancy. Brady said the changes were part of the company's transition towards AI technology. Communication Workers Union national assistant secretary James Perkins criticised the lack of staff warning prior to the announcement.<ref>{{cite news |last1=Chau |first1=David |last2=Janda |first2=Michael |title=Telstra to sack 2,800 workers as part of cost-cutting measures |url=https://www.abc.net.au/news/2024-05-21/telstra-2800-job-cuts/103872696 |access-date=22 May 2024 |work=[[ABC News (Australia)|ABC News]] |publisher=[[Australian Broadcasting Corporation]] |date=21 May 2024 |archive-url=https://web.archive.org/web/20240521215419/https://www.abc.net.au/news/2024-05-21/telstra-2800-job-cuts/103872696 |archive-date=21 May 2024|url-status=live}}</ref><ref>{{cite news |last1=Wang |first1=Jessica |title=Telstra to axe 2800 jobs, majority to happen by end of this year |url=https://www.news.com.au/finance/work/telstra-to-axe-2800-jobs-majority-to-happen-by-end-of-2024/news-story/6e02504cf7d33512c049881220ae1b4f |access-date=22 May 2024 |work=[[News.com.au]] |date=20 May 2024 |archive-url=https://web.archive.org/web/20240520231735/https://www.news.com.au/finance/work/telstra-to-axe-2800-jobs-majority-to-happen-by-end-of-2024/news-story/6e02504cf7d33512c049881220ae1b4f |archive-date=20 May 2024}}</ref>

In December 2024, Telstra announced it would acquire [[Boost Mobile (Australia)|Boost Mobile]], an [[Mobile virtual network operator|MVNO]] which operates on its mobile network.<ref>{{Cite web |last=Dickinson |first=Eleanor |date=2024-12-02 |title=Telstra swallows prepaid mobile provider Boost for $100m |url=https://www.itnews.com.au/news/telstra-swallows-prepaid-mobile-provider-boost-for-100m-613564 |access-date=2024-12-02 |website=iTnews}}</ref>