Telstra: Converged Music and Movies

Accenture helped Telstra migrate existing movies, music and user data to a new platform in preparation for an integrated digital music solution that would provide a unified customer experience. Accenture worked with Telstra to develop a custom digital rights management layer for the converged music platform, performed all system integration testing and managed all external vendors. All of this helped ensure the platform had the ability to perform record label reporting for mobile music services.

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Telstra needed to improve its ability to launch new cross platform services quickly and cost-effectively. At the same time, Telstra wanted to build a platform that could scale to support the growing demand for digital download products. It also wanted to improve the user experience by reducing data quality issues, and grow the number of downloads based on a more reliable back-end. To improve data quality across multiple storefronts, Telstra needed to consolidate its digital library and reduce the number of content aggregators. Furthermore, to grow download numbers, Telstra needed the ability to be more flexible in its pricing.

Accenture helped Telstra consolidate three separate digital media libraries and distribution systems onto a single platform.
 
Nikki Murrell, Telstra group manager BigPond Music, said: “The new platform gives Telstra full control, consolidates data for easier management, moves all content to Australia for faster distribution and provides a great growth opportunity. The number of downloads via the integrated digital music platform is growing significantly.”

This growth is partly attributed to a better user experience as a result of consolidated customer details and a single platform that serves mobile and online markets.

The new platform lets Telstra drive changes to the digital media platform, allowing for the rapid deployment of new offerings.

• Telstra’s platform pricing model for digital music has been successfully changed from a variable-cost based platform charge on the number of downloads by each user, to a fixed-cost model.
  
  
• Sales on Telstra mobile and online music channels are growing following the implementation of a single digital music delivery platform.
  
  
• In the three months following the launch of the BigPond Media Platform, the system served around 300,000 full track mobile download requests.
  
  
• In those three months, the BigPond Online Music store served more than 2 million online preview stream requests and almost 100,000 video download requests for online movies.
  
  
• There was no customer downtime on the online music, movies and mobile music platform over the three months.