The Times 100 Business Case Studies Edition 16

The Times 100 Business Case Studies Edition 16 Stakeholders as partners

Introduction to BT n The oldest telecommunications company and a leading provider of communication solutions globally q q n Services include: q q n Employs 75, 000 people in UK Serves customers in more than 170 countries On-demand television (BT Vision) High-speed broadband Global teleconferencing Provision of networked IT services globally Key strategy of developing partnerships with key stakeholder groups q Helps to meet ethical and legal requirements

Internal stakeholders Shareholders n Have financial interest in the business q q n Are part-owners but are not involved in day to day running BT rewards with dividends and discounts on new products and services BT responds to shareholders by: q q q Maximising profit, e. g. through energy efficiency and cost savings BT to generate 25% of its UK energy needs from renewable resources by 2016 Maintaining close relations to ensure support and improve company reputation

Internal stakeholders (cont) Employees n n Skills and commitment contribute to achieving business objectives BT develops potential through training, e. g. its Apprenticeship Frameworks q n More than 7, 000 employees gained job-related qualifications in a year BT supports work-life balance through flexible working q Around 9, 500 employees work from home

External stakeholders Government/regulators n Set legislation and standards for industry q n Issue licence to operate BT complies with relevant directives q E. g. competition law requires BT to set fair prices Customers n BT must respond to customer needs, e. g. q q BT Home Hub router uses c 40% less energy than earlier versions Developing Family Protection service to monitor internet content

External stakeholders (cont) Suppliers n Key issues of maintaining quality and cost across global supply chain q Suppliers commit to working within targets set by BT’s Climate Change Standard Community n BT addresses social exclusion q q ‘Big Voice’ campaign focuses on multiculturalism and diversity ‘Get IT together’ campaign helps people get online Communication triathlon for primary school children ‘Coaching for Life’ helps parents and young children get involved in sport

External stakeholders (cont) Partners n BT is one of 6 sustainability partners for London 2012 Olympic Games n It will provide a lasting legacy to the area, e. g. q q q The integrated telecoms network will enable secure sharing of technology during Games New approaches for environmental monitoring will help to reduce emissions Copper and fibre cabling will become part of national network and used by c 2, 800 new homes on the Olympic site

Stakeholder conflict n Different priorities of each stakeholder group need to be kept in balance, e. g. q q Superfast broadband will improve services for customers - but installation may cause disruption to community road users Investment in community activities is good for reputation – but may not generate revenues q q Customers welcome keen prices – but shareholders may feel this affects dividends BT policy of no compulsory redundancies is good for employees – but may challenge resources