Telstra enters app market with new Global Applications and Platforms business as NBN rollout continues

Telstra has announced that it is increasing its focus on software and applications, away from being a mobile and internet carrier, with the launch of a new Global Applications and Platforms business.

The news comes as Telstra moves away from its traditional role as a legacy POTS service provider as the NBN rollout continues.

It also continues a move, begun under former chief executive Sol Trujillo, of repositioning the telco giant as a media communications company.

The new division will be headed up by Telstra’s former group managing director of strategic marketing, Kate McKenzie, and will operate as a new start-up.

“Our industry is changing rapidly. The future is in the software layer and there is an application for absolutely everything,” McKenzie says.

“With successful over-the-top players growing exponentially, we need to continue to find ways to take challenger positions in this space.

McKenzie says the new business, including its apps and platforms, will be developed over the next three years.

“It will include a mix of existing and new employees and I expect it to grow over time. The core of the group will include the current Applications Marketplace and Experience Design team led by Freddie Jansen van Nieuwenhuizen and the E2E Industry Verticals team led by Andy Solterbeck,” McKenzie says.