Knowledge Management Theory
Knowledge management is an integral part of contemporary business organization. It involves the use of technology, information systems and IT to achieve objectives. Optus’s goal is to provide a variety of services to businesses as well as end users. Its consumers benefit from broadband services, mobile telephone, satellite and data transmission services. The process of delivering products and services for businesses in an e-commerce environment has benefits and challenges. Optus’ use of E-commerce for improved services is in line with contemporary business strategies for organizations seeking to gain a competitive edge. Using its website as a one-stop shop, the brand connects all kinds of customers to their specific needs. The company hires competent and talented professionals who bring ideas to the organization. Since it interacts in a market system where competitors have unique inventions, having a plan on how to manage new knowledge is important. Observing patent rights and copyrights is part of the organizations’ objectives because of continuous research. Knowledge management and e-commerce is about the use of contemporary systems to manage relations with stakeholders. These are customers, employees, suppliers and partners. As part of it development process, Optus invests in training of its employees in order to match up to the changing demands for advanced skills. To ensure the spread of information, the brand maintains transparent policies on information sharing with stakeholders.
Strategic knowledge management gives Optus an edge in business (Ming and Xi Ping, 2011). Online commerce has come as a surprise to the business world seemingly proving as transformational as technology (Straus, 2012). However, as the information age advances, there is a need to management the influx of data from different networks. Organizations have to find a way of compiling its data in websites and internet pages in order to reach its clients. In addition, organizations also make use of the internet for organizational functions. Professional employees prefer to work at Optus because of its staff development plan. The organization has a Human Resource strategy that integrates its functions such as training and recruitment. Information is a resource whose flow requires proper management (Rai, 2012).
In its business operations, Optus employs a stable structure that is able to manage different units of its operations. Its application is evident in cloud sharing, mobile networking and data management. In communication and technology, copyrights and patent rights issues cause conflicts. Unless managed effectively, information tends to get out of hand posing business risks. Although Groff and Jones (2012) argue that it is impossible to manage information, they agree that there is a way to handle and create information. Optus has a platform in which it collaborates with the Yes TV by Fetch, for popular series and movies via broadband. There are legal requirements for this kind of partnership because of copyrights.
E-Commerce
As part of the solution for cost reduction, Optus takes advantage on e-commerce. The online way of doing business involves a wide range of products and services for organizations. Content delivery is a priority for Optus because it determines the performance of its business practice. A good website informs, directs and provides solutions to consumer inquiries. Social e-commerce is value oriented knowledge management uncovers the benefits of different platforms of social networking for social commerce in an integrative way (Liang and Turban, 2011). E-commerce is more than social media and Optus uses its web page for commercial activities like paying bills, purchasing monthly broadband packages, data bundles and mobile devices. Customers need a clear website that is simple and easy to understand. Optus has tried to compress its multiple offers in one website with links that allow customers to click on their interests for further information. Online shoppers want quick shopping sites that has variety and quick process.
Optus has a large workforce of more than 8,000 employees. This is a complex organization with a large structure to manage. Large organizations need business intelligence and analytics to succeed (Chen, Chinag, and Storey, 2012). Communicating, directing and training becomes easier through cloud online services. E-commerce management practices such as video conferencing facilitate for professional interaction. Online training sessions provide cheaper platforms with high quality equipment for multimedia training. Contemporary organization harness collective functions under cloud computing. Optus has a wide variety of services and departments. Community sharing is a network of Optus can have its customized platform that offers visibility. Clear communication is good for customer satisfaction too. As a telecommunication business, Optus must invest in high tech equipment, tools and applications (Makinene, 2015).
Operational efficiency in a large organization such as Optus requires utmost management of resources (Beloglazov, Abawajy, and Buyya, 2012). Optus’ mobile service unit Uecomm mobile handles large volumes of data. These need reliable storage systems, which adhere to privacy policies. Developing a reputable brand calls for trust. Mobile technology end users site security concerns over mobile data as one of the critical issues in e-commerce (Dinh, Lee, Niyato, and Wang, 2013). This is due to cyber threats, which tamper with personal data. Optus information systems designed for businesses also have advanced security systems to protect software and hardware. As part of its regulations, Optus adheres to its privacy policy provides for anonymity in data sharing (Optus, 2017). Its ICT segment Alphawest provides business solutions such as software configuration. This service needs a strong business design that is able to meet millions of clients with massive applications.
Cloud Computing
Optus is in a highly competitive environment. Both local and global challenges require strategic management to organize and build the brand. An integrated approach to innovation and e-commerce is one way for Optus to maintain a great performance in the Australian economy. In 2005, the brand made partnerships with Personal Broadband Australia for faster internet services (Swan, 2015). Globalization is a challenge for the brand to compete with the Multi National Corporation. Acquisitions and mergers come in as solutions for such challenges. E-commerce is a cross-cultural platform with barriers such as language and culture differences. This strategic management process has to start with its local and regional capacity. Dinh et al (2013) discusses data management through cloud computing for effective sharing for large organizations in complex industries like the telecommunication. Strategic management weighs both opportunities and challenges. OPTUS continues to take advantage of improved technology like the 4G, smartphones and tablets for more sales. It does this through partnership with technology giants in the industries.
Straus (2012, p, 197) analyses e-marketing strategies through a comparative study of tactics and strategies used. Among these are market research, target marketing, segmentation, differentiation and positioning. Direct marketing using email and mobile marketing makes use of personal information from clients, suppliers and dealers in Optus and its partners’ databases. Based on thousands of its customers, the brand has a challenge of managing large volumes of data effectively. Instead of outsourcing e-marketing services, Optus invests in its marketing department to strengthen its structures. This prevents information leakage and it gives the brand an upper hand in the management and marketing tactics.
Sustainability in innovation techniques comprise of ethical practices in an organization’s CSR practices. Its partnership with tech giants has also come with CSR (Swan, 2015). A study into the telecommunication, internet and wireless industries reveals the growth of e-commerce in improving decision-making processes (Laudon et al., 2012). The internet has direct and indirect economic benefits to Optus and the industry as a whole. As a source of information, it gives the brand a chance to inform stakeholders about its ethical practices.
Conclusion
Optus business model comprises of the Business-to-Business (B2B) and Business to Consumer (B2C) structures. It sells products and services on wholesale to other businesses and at the same time, it deals with the individual end user. The organization employs knowledge management and e-commerce strategies due to its benefits, which vary from low cost of operation, wider customer base and improved management approaches. The organization has a structure that enables its employees and customers to share information through the internet. Online communication is convenient for contemporary business organizations like Optus. E-commerce is a business hub through which it presents its products and services. Using its websites, it offers information for its clients. The internet is also a reliable tool for direct marketing for a larger customer base. Target marketing saves time and resources, which would go to waste in a traditional marketing approach like TV and print. The efficiency of online business depends on Optus’ ability to manage the multiplex knowledge base. Doing this effectively gives Optus an edge over its competitors.
References
Beloglazov, A, Abawajy, J & Buyya, R. (2012). Energy-aware resource allocation heuristics efficient management of data centers for cloud computing. Future generation computer systems, 28 (5), pp, 755-768
Chen, H., Chinag, R, H., & Storey, V.C (2012). Business intelligence and analytics: From big data to big impact. MIS quarterly, 36 (4)
Dinh, H. T., Lee, C., Niyato, D., & Wang, P., (2013). A survey of mobile cloud computing: architecture, applications and approaches. Wireless communications and mobile computing, 13 (18), pp 1587-1611
Groff, T., & Jones, T. (2012). Introduction to knowledge management. Routledge.
Laudon, K. C., Laudon, J.P., Brabston, M. E., Chaney, M., Hawkins, L., & Gaskin, S. (2012). Management Information Systems: Managing the Digital Firm. Seventh Canadian Edition. Pearson
Liang, T. P., & Turban, E. (2011). Introduction of the special issue social commerce: a research framework for social commerce. International journal of electronic commerce, 16 (2), pp 5-14
Makinen, O. (2015, September). Streaming at the edge: Local service concepts utilizing mobile edge computing. In Next Generation Mobile Applications, Services and Technologies, 2015 9th International Conference on (p, 1-6). IEEE
Ming qiang, Z and Xi Ping, Z. (2011). Knowledge management’s functions in E-commerce implementation. International Conference on Information and Management Engineering. Innovative Computing and Information
Optus. (2017). Privacy policy: what we know about you. Retrieved From: https://www.optus.com.au/about/legal/privacy
Rai, A., Pavlou. A., Im, G., & Du, S. (2012). Interim IT capability profiles and communications for cocreating relational value: evidence from the logistics industry. MIS quarterly, 36 (1), pp, 233-262
Straus, J and Raymond, F. (2012). E Marketing. Pearson. Pp, 133-197
Swan. D. (2015). Optus partners with tech giants in new cloud strategy. The weekend Australian. Business Spectator. Retrieved From: https://www.theaustralian.com.au/business/business-spectator/optus-partners-with-tech-giants-in-new-cloud-strategy/news-story/bd5c31eca3ab8c7fc8a7a742f6a9c957
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