Telstra's financial analysis shows that a new product would break even, with $4 million in revenue covering $4 million in costs. While not highly attractive financially, strategic factors like market demand, competitive advantages, and long-term benefits should also be considered. The document then outlines Telstra's comprehensive 14-step product development process, highlighting market research, feasibility studies, prototyping, testing, and post-launch evaluation. It recommends Telstra focus on providing tailored solutions for specific industries to drive growth in its enterprise mobile business.

1. Telstra Case Study

2. Financial Analysis:
Revenue: $40 million over 3 years (Assuming a linear ramp, that's approximately $13.3 million per year).
Gross Margin: 30% of revenue, so $4 million over 3 years.
Opex & SG&A: 10% of revenue, so $4 million over 3 years.
Net Profit: Gross Margin - (Opex & SG&A) = $4 million - $4 million = $0 (break-even).
Additional Considerations:
Strategic Fit: Does the new product align with Telstra's overall strategic goals and objectives?
Market Demand: Is there a strong demand for the new product in the market?
Competitive Landscape: What is the level of competition, and does Telstra have a competitive advantage in this space?
Long-Term Benefits: Even if the initial financial gains are marginal, does the product have the potential for long-term success and
growth?
Considering the financials, the investment appears to break even, meaning that the revenue generated covers both the cost of goods sold
(COGS) and operating expenses, resulting in no net profit. From a purely financial perspective, this might not seem highly attractive.
However, there are other factors to consider:

3. Product Development Process:
Assuming Telstra decides to pursue the opportunity, here is a brief outline of the product development process:
1. Market Research:
• Conduct comprehensive market research to identify customer needs, preferences, and pain points.
• Analyze market trends, competition, and potential demand for the new product.
• Explore emerging technologies that could impact the product's development.
2. Feasibility Study:
• Assess the technical feasibility of developing the product, considering available resources and expertise.
• Conduct a financial feasibility study to estimate costs, pricing, and potential returns.
• Evaluate regulatory and compliance requirements that might affect product development.
3. Strategic Alignment:
• Ensure that the new product aligns with Telstra's overall business strategy and goals.
• Evaluate how the product fits into Telstra's existing product portfolio and whether it complements other offerings.

4. 4. Concept Development:
• Develop a detailed concept of the product, outlining its key features, functionalities, and unique selling points.
• Create prototypes or mock-ups to visualize the product and gather initial feedback.
5. Business Analysis:
• Conduct a thorough business analysis, considering the total cost of ownership, potential revenue streams, and breakeven points.
• Evaluate the scalability of the product and its impact on existing operations.
6. Cross-Functional Collaboration:
• Foster collaboration between different departments (e.g., marketing, R&D, sales) to ensure a holistic approach to product
development.
• Facilitate open communication to address potential challenges and capitalize on synergies.
7. Risk Assessment:
• Identify and assess potential risks related to technology, market dynamics, and competition.
• Develop risk mitigation strategies and contingency plans.

5. 8. Prototype Testing:
• Build a prototype or minimum viable product (MVP) for testing purposes.
• Gather feedback from internal teams and, if feasible, conduct beta testing with a select group of customers.
9. Iterative Development:
• Based on feedback, iterate on the product design and features.
• Use an agile development approach to adapt to changing requirements and market dynamics.
10. Regulatory Compliance:
• Ensure that the product complies with relevant regulations and industry standards.
• Obtain necessary certifications or approvals before moving to the next stages.
11. Pilot Launch:
• Conduct a pilot launch in a controlled environment or specific market segment.
• Monitor performance and gather real-world feedback from customers.
12. Full-Scale Launch:
• Roll out the product on a larger scale, supported by a comprehensive marketing and sales strategy.
• Leverage Telstra's existing customer base and distribution channels.

6. 13. Post-Launch Evaluation:
• Continuously monitor key performance indicators (KPIs) such as sales, customer satisfaction, and market share.
• Collect data for further product improvements and updates.
14. Scalability and Maintenance:
• Plan for the scalability of the product to meet increasing demand.
• Establish a maintenance and support framework for ongoing customer satisfaction.
15. Market Expansion and Adaptation:
• Explore opportunities for market expansion and adapt the product based on changing market needs.
• Stay agile and responsive to technological advancements and competitive developments.
By following this comprehensive product development process, Telstra can increase the likelihood of bringing a successful and
sustainable new product to market. This approach integrates strategic, financial, and operational considerations, ensuring that the
product aligns with both customer expectations and Telstra's business objectives. Regular assessments and adaptability are key to long-
term success in a dynamic market environment.

7. Telstra's Mobility Products:
Consumer Segment:
1. Mobile Plans and Devices:
• Telstra offers a range of mobile plans with varying data allowances, talk time, and additional features.
• Provides a diverse selection of smartphones and other mobile devices.
2. Entertainment Bundles:
• May include entertainment bundles that offer streaming services or other content as part of mobile packages.
Small Business Segment:
1. Business Mobile Plans:
• Tailored mobile plans for small businesses with features like shared data, business-grade support, and device management.
2. Productivity Solutions:
• Integration with business productivity tools and applications.
Enterprise Segment:
1. Corporate Mobile Plans:
• Customized mobile plans for large enterprises with features like corporate billing, international roaming options, and dedicated account
management.
2. IoT and Connectivity Solutions:
• Offers solutions for the Internet of Things (IoT) and connectivity services for enterprise applications.

8. Recommendation for Growth in Enterprise Mobile Business:
One potential area for growth in Telstra's Enterprise Mobile
business could be to focus on providing tailored solutions for
specific industries. For example, developing industry-specific mobile
packages with features and services that cater to the unique needs
of sectors such as healthcare, manufacturing, or logistics.
Competitors in the Mobility Domain (Australia):
Major Competitors:
Optus:
• Offers a range of mobile plans for consumers, businesses, and
enterprises.
• Competes with Telstra in terms of network coverage and service
offerings.
Vodafone Hutchison Australia (VHA):
• Provides mobile plans and devices for consumers, businesses,
and large enterprises.
• Competes with Telstra and Optus in the Australian mobile
market.

9. 5G Slicing:
Customization of Services:
• 5G slicing allows Telstra to create virtualized, customized networks for different applications, ensuring optimal performance and low
latency.
• Enables tailored offerings for enterprise customers with specific connectivity requirements.
Mobile APIs:
Integration with Third-Party Services:
• Mobile APIs facilitate seamless integration with third-party applications and services.
• Enhances the customer experience by allowing users to easily connect and interact with a variety of digital services.
Innovative Applications:
• Enables the development of innovative applications and services through open APIs, fostering a vibrant developer ecosystem.
Efficient Operations:
• Mobile APIs streamline operations, making it easier for customers to manage their mobile services, access information, and utilize
features.
In summary, leveraging 5G slicing and mobile APIs can enhance the customer experience by providing tailored solutions, fostering
innovation, and enabling efficient integration with third-party services. Telstra can use these technologies to differentiate itself in the
market and meet the evolving needs of mobile end-users.