The proposed restructuring of Telstra is an exciting new challenge for the company. It will now all depend on the direction the execution will take.
This is the thirdsignificant opportunity for Telstra to reinvent itself.
The first time was in the late 1990s when the digital companies started to enter the market. At that time Telstra had the Yellow Pages, the BigPond internet service and a 50 per centshare in Foxtel. In my market assessments I suggested that if these assets were combined, Telstra had the potential to build a national digital company.
However, infighting between the three divisions about their own importance to Telstra and the organisation focus on vertical integration (it controlled the infrastructure, wholesale, re…
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