The Mission Statement of British Telecommunication

The Mission Statement of British TelecommunicationBT Group plc is formerly k straightawayn as British Telecom. It is also the privatized UK state telecoms operator. It is the pencil lead fixed line telecommunications and broadband Internet submitr in the United res publica. BT operates in more than 170 countries and al almost a third of its revenue now comes from its Global go division. BT Group is the largest communications service provider in the United Kingdom. It is also one of the largest communication companies in the world (British Telecommunication, 2007). The Comp some(prenominal) is listed on the London Stock Exchange.At the present time, BT has become a multifaceted organisation offering general consumer wells and services done impudent sophisticated technologies exactly alongside this has created a commercial offering with consultancy and railway line solutions in order to ensure expansion and a long life secure for the company through differing markets. BT is very devoted in the acknowledgment of the primary source of its customer base in spite of appearance commercial outlets thitherfore the focus for the business falls within this function. However the domestic market retains a sizeable sh ar of the total revenue generated thus the sector is c atomic number 18fully managed and invested in which enables the security of this sector.In this enunciate we will examine the relegating statements of BT, key objectives, internal and out-of-door environmental factors and data systems with the levels of management.The Mission Statement of British TelecommunicationMission statement is unequalled purpose that differentiates an organisation from the former(a) companies of the same type. A mission statement needs to authorize the essence of its organisation to its stakeholders and to the public. There are two kinds of mission statementsGeneral objectivesIn general it indicates how they do rather than where they would be. In another(prenomina l) words journey rather than destination. They are always long term objectives. Usually, there are no closing stages on this kind of mission statement but it is always measured by its goals. For example reduce output of yearn or strengthen the loyalty of the constituents and so on.BT chief executive Ben Verwaayen states the general objective of BT as followsOur central purpose is to provide world-class telecommunications and information products and services, and to invent and exploit our net cogitations, at home and all overseas, so that we canMeet the requirements of our customers,Sustain growth in the earnings of the group on behalf of our shareholders, andMake a qualified contribution to the community in which we conduct our business.( The Guardian, Wednesday 9 April 2008 )Specific objectivesThey are irrefutable mission statements that contain principles and time periods in which all work should be handd.Mission statements should be answered following Druckers four question s (E H Edersheim, P F Drucker (2007) What is our business?Who is the customer?What is the value to the customer?What should our business be/ what will our business be?What business is the company in? BT is doing this by stating that it provides world-class telecommunications and informational products and services to its customers. This really shows the involvement that BT is not in the mobile telecommunication service by at home and overseas. But it also states that they offer landlines in abroad as well for instance in Hong Kong, India, Indonesia, Japan, Korea etc. Thus, the consumers would be the quite a little who are using the BT landlines By developing and exploiting their network and meeting the requirements of customers, they mentioned increasing the value of the network. By telecommunication at home indicates their business where they are now and provide world-class telecommunication service in overseas indicates where their business will be. Lately mission statements are not about their customers and products and services, but shareholders. In utmost(a) sentence they also mentioned what they will be doing in the future with the collaborated companies.BTs strategy and key objectivesBT strategy and key objectives can be stated today as followed the speed to the market, customer experience and cost transformation. BT has a future-proof, flexible, intelligent network to enable the company to deliver communications services that will meet their customers requirements in the coming decades. They postulate a very clear vision of where they want to be and they are now taking specific steps towards that goal. Their transformation computer programme has three key objectivesto enhance the customer experienceto accelerate product to market timesto reduce BTs cost baseAnd they are seeking to achieve these all at the same time. Therefore new means were set up in order to increase and improve their performances such as 21CN21CN is intentional to deliver a worl d class customer experience from end-to-end. It will drive a radical simplification of BTs operations, increasing efficiency and the ability to prove new services to market faster than we can today. It will empower the customer with control, choice and flexibility like never before.BT claimed that 21CN will deliver some(prenominal)(prenominal) enormous cost-savings and the most advanced network in the world for new services. They point to consolidation of equipment, the simplification resulting from the removal of numerous legacy networks, and the flexibility and stage of automation enabled by 21CN.Its new network will make it more efficient, quicker to respond to market demand and more flexible. It claims it will be ofttimes easier to launch multimedia, converged services and that customers will pay off more control over their account management and greater flexibility in the way they interact with BT and its network. ( pecuniary Times June/15/2005 0844 )PEST ANALYSIS OF BTW ith the economic globalization and the widespread drill of information technology, enterprises are faced with dynamic and complex external environment which is increasingly important for survival and development of enterprises. With regard to political factor, BT was the vanguard of the reform of the telecommunication industry in Europe and the United States, and the mastery of the reform was owned much to the British government telecommunication policy, especial for the right choice for control policies. Economic factor refers to the macroeconomic situation, world economic situation and economic status of industries. For example, the current economic crisis leaded to the incline of BTs economic benefits. Due to the economic pressure, BT was planning layoffs which showed that BT had dropped at the companys lowest situation since the privatization in 1984. The social factor refers to the general factors which have indirect and potential impact such as population, income or purchas ing power, national culture and national program line level. Ecological factor essentially means that increasing depletion of natural resources and ecological environment forced the enterprises to adapt environmental protection policy. For example, BTs goal is to reduce its coke emission by 80 percent in 2020, at the same time, BT has also introduced a new model to measure and trace carbon emission, degree Celsius Disclosure Project (BT, 2008). Technological factor refers to the industry-related science and technology and the trend of development. As a veteran operator in Europe, BT had won the attracting results through introducing the twenty-first century network based on NGN technology, and adapting the industry-leading technologies and strategies to carry out the entire business operationSWOT ANALYSIS OF BTSWOT analysis is the analysis of organizations strengths, weaknesses, opportunities, and threats in order to identify a strategic niche that the organization can exploit G Lancaster (2002).StrengthBT is the worlds oldest communication company which was established in 1846 and restrained serves over 20 million business and residential customers with more than 29 million exchange lines. It has a good reputation of being part of the European leading telecommunication service provider. For instance, it extends its market in other countries, it is a global company and Over 60% of Fortune Global 500 companies and over 65% of FTSE 100 companies are part of the BT customer database. It makes BT has a strong brand image and until now BT is still the only UK telecom operator to have a universal service obligation (USO). Its strong base of long term customers makes BT financially successful due to its innovative and flexible organization and its agonistical price.WeaknessThe weakness of BT is inflexible. BT is a big company, so it should work by step and step, it cannot change quickly when meat the problem. But however today, BTs reputation is freeing down be ca exercise its internet service normally crashed for long hours and therefore takes a great deal of time to reconnect. BT Home Hub WI-FI security easy to crack (Router manufacturers use algorithm to generate WEP (wired equivalent privacy) and WPA (WI-FI protected access) default keys. BT Home Hub ships with default encryption keys to encrypt wireless network traffic using either WEP or WPA. But the algorithm is predictable and only creates a limited number of easily-hacked keys). It is also obvious that BTs own success makes it difficult to recruit and train module quickly enough.OpportunityExperts predict great potential for future growth in next 10 years. And the current recession is favorable as people more specifically the customers and businesses are more cost-conscious. It is also important to note that lots of threat to new entries to the market which gives opportunity to grow even larger nationally and internationally. BTs well known in Europe can bring new co-operating c ompanies all over the world. Internet user growing quickly, it means BT have opportunity to get more market share. In 1994 only $1billion market for BT and MCI but now it grows unbelievable. Global telecommunication market is grow 20% in 2008 compared to 12% in 2003 which will have a good chance for BT to create a new record. With the technology of internet, BT also can develop new product, for example it can increase the speed of cell phone to use internetThreatBT was established in 1846, at that time it was the only telecommunication company in Britain until 1982 Mercury communications entries this market. It means BT should competitive with Mercury communications and BT market share decreased. It leads to BT cannot make price easily it should compare with other company price and then make a competitive price. BT also should improve their products, make it have more competitive, because BT should keep their old customers and create some new customers or take customers from Mercury communications, but it should cost more. In addition, BT starts to lose the customers trust and the introduction of mobile phones decreases the usage of landlines. The treats get worse as big brands enter the market with new technology and low prices. The internet coverage of areas that do not need landlines and new companies such as saturated affect badly BTs expansion.Critical success factorsSince the invention of the telephone by Alexander Graham Bell, new era of communication has started. In United Kingdom General Post Offices Postal Telegraph department which became BT group was providing telephone services. BT group is the largest communication service provider in United Kingdom. Throughout tale BT had numerous advantages which influenced its success.BT had a monopoly in the industry till the duopoly sharer Mercury came out. These two telecommunication operators had an exclusive right to provide telecom services. This duopoly ended in 1990s, and market was open to be shared . But BT had already reached an attitude which is much stronger and unbeatable by competitors.Many of BTs customers are based in the UK. BT Global Services deliver solutions inmore than 170different countries, connecting installations, communities and value chains that are essential to organizations. Currently BT is responsible for approximately 28 million telephone lines. furthermore the company is the only UK telecommunications operator obliged to deliver fixed telephone line to any UK manoeuvre. In addition BT operates most public telephone boxes all-over the UK.With high technology BT delivers significantly good service of telephone, internet and cable TV. Current BTs most dominant product on the market is BT Home Hub which includes telephone internet broadband and cable TV. Furthermore BT has launched many more successful products throughout decades.INFORMATION SYSTEMS FOR BTOperational ControlThe operation control is the stage that shows and determines how the performing of specific tasks that are set by strategic and middle management decision makers. Usually, most of the tasks in operational level are structured. noesis levelThis stage evaluates new ideas for products and services, the ways to communicate new knowledge in other words the interaction, and finally the ways to distribute information.Management Control-tactical levelThe management control tactical level monitors efficacious or efficient ways of resources and performance of operational units. Most of the tasks in that level are semi-structured.Strategic Decision MakingIt determines long-term objectives, resources and policies. In general, a good number of the tasks in strategic level are unstructured.Major types of SystemThe major types of system we can notice today are the administrator Support System (ESS), the Decision Support System (DSS), the Management development System (MIS), the Knowledge Work System (KWS), and the Transaction Processing System (TPS). administrator Support sys temsChief Managers use executive support systems (ESS) to make strategic planning about sales forecasting, budget, profit and personal planning. ESS serves the strategic level of the organizations. They address non-routine decisions requiring judgment, evaluation, and insight because there is no agreed-on procedure for arriving at solutions. ESS create a generalised computing and communication environment rather than providing any fixed application or specific capability. Furthermore, they are designed to incorporate data about external events such as new tax laws or competitors. They employ the most advanced graphics software and can deliver graphs and data from many sources immediately to a senior executive office or to a boardroom. remote the other types of informational systems, ESS is not designed primarily to solve specific problems. Instead, ESS provides a generalized computing and communications capacity that can be applied to a changing array of problems. J F. Rockart (1988 ). At this stage such matters like the business aims and competitors influences are indeed revised carefully. Therefore, senior managers are trying to save a good relationship with partners and existing customers. However to gain high reputation, they must be concerned about the role of customer social function and have to create a flexible strategy planning that suits to the charges of economical factors.Decision support systemsThe decision support systems (DSS) help managers in making decisions that are unique, rapidly changing, and not easily specified in advance. They provide both problem-solving information and a communication capability for solving semi-structured problems. DSS have more analytic power than the other systems. They are built explicitly with variety of models to analyze data, or they condense large amounts of data into a form where they can be analyzed by decision makers. DSS are also designed so that users can with them directly these systems explicitly incl ude user-friendly software. F Buytendijk (2008). Relating to British telecom, the DSS carry generally the options of maximisation profit and determine whether prices are suitable in the marketplace.Managerial Information Systems.Management information systems (MIS) are used mostly in management level system, management need information in different sectors like sale management control, annual budgeting, about investment analysis. On average, they are oriented almost exclusively to internal, not environmental or external, events. MIS mainly serve the functions of planning, controlling, and decision making at the management level.MIS review and report on the companys basic operations. The basic exploit data from TPS are compressed and are usually presented in long reports that are produced on a regular schedule. MIS usually serve managers interested in weekly, monthly, and yearly results-not day-to-day activities. MIS generally provide answers to routine questions that have been spe cified an advance and have a predefined procedure for tell them. Most MIS use simple routines such as summaries and comparisons, as opposed to sophisticated mathematical models or statistical techniques. Ross Malaga, (2003).Knowledge Work and Office SystemsKnowledge Work System ( KWS) is very important because BT has different workstations like engineering workstations ,graphics workstations and managerial workstations ,on the other hand Office systems do in BT different work like word processor , document imaging , design for the company , electronic calendars.This system can involve a combination of work practices, information, structures, people, and technologies unionised to accomplish objectives in an organisation. BT use information system in different level of management, there are a relationship between systems. Mostly, BT uses three information systems management system, information system, and computer system.Transaction Processing SystemsTransaction processing systems a re the basic business systems that monitor the operational level of companies. A transaction processing system is a computerized system that performs and records daily routine transactions necessary to the conduct of the business. For example its like special force in the army, any operation need to be check and secure for example machine control, securities trading, material movement, and cash control management. They also study the decision to grant course credit to a customer for instance, this is made by lower level supervisor according to predefined criteria. All that must be determined is whether the customer meets the criteria. The master file away cabinet is composed of discrete pieces of information (such as name, address or employee number) called data elements. Data are keyed into the system, updating the data and elements. The elements on master file are combined in different ways to make a report of interest to management and government agencies and to send paychecks to employees. These TPS can generate other report combinations of existing data elements. J Gray, A Reuter (1993)REFERENCESModern Public Information Technology Systems Issues and Challenges by G. David Garson, 2007BT, (2008), BT press Release, retrieved on 17th April, 2009, fromhttp//pr.euractiv.com/node/3269Information Systems Technology by Ross Malaga, 2003Executive Support Systems The Emergence of Top Management Computer Use by John F. Rockart 1988Eco-Economy Building an Economy for the Earth scallywag 163 by Lester R. Brown, Earth Policy Institute 2003 352 pagesAnnual Review of Communications Volume 59 Page 243 by International Engineering Consortium 2007 750 pages slaying Leadership The Next Practices to Motivate Your People, Align Page 207 by Frank Buytendijk 2008 300 pagesManagement of Organizational Change Leveraging Transformation Page 63 by K. Harigopal 2006 367 pagesThe Guardian, Wednesday 9 April 2008The Definitive Drucker The Final Word from the Father o f Modern Management Page 48 by Elizabeth Haas Edersheim, Peter Ferdinand Drucker 2007 289 pagesFinancial Times June/15/2005 0844Transaction Processing Concepts and Techniques Page 3 by Jim Gray, Andreas Reuter 1993 1070 pagesBIBLIOGRAPHYStrategic Planning for Information Systems by John. L. Ward and Joe Peppard, 2002Ethics and Information Technology by James Anderson and Kenneth GoodmanIntroduction to Business Information Systems by Peter Mertens, Rolf. T. Wigand, 2003Business Dynamics in Information Technology by Peter Gottschalk, 2007www.bt.co.uk