In 2006 we were commissioned by the lead banks and the Federal Government to manage the online process for the $16 billion Telstra 3 share offer (T3).

This was a highly complex task involving managing multiple risk factors to ensure a successful outcome for the general public and the key stakeholders which had entrusted us with this commission.

In the lead up to the T3 offer we liaised and advised the lead banks, the Federal Government and it other key advisers on the best structure for completing T3 online.

This included setting up a technical hardware and software infrastructure that simply could not fail and was more than capable of managing the expected online traffic and share applications throughout the lifecycle of the T3 share offer.

To achieve this we rolled out our proven IPOsoft® online share offer software and deployed its hosting infrastructure which has been established to manage high level government privatisations.

To that end we achieved the following statistics:

• Online applications volume: 80,000
• Online applications value: $550m
• Website visits: 329,248
• Website page views: 3,280,474
• Prospectus requests: 32,429

To achieve the above results our executive project team liaised on a daily basis with multiple stakeholders involved in the process to provide advisory services to achieve the best outcomes and then to implement the directives given to us from the various working groups in which we were involved.

The stakeholders we liaised with included:

• Lead offer banks
• Federal Government representatives
• Telstra representatives
• Share registry
• Communications adviser
• Legal adviser
• Accessibility adviser
• Technical adviser
• Offer document designer
• Participating offer brokers

The phases of the transaction which we covered included:

• Pre offer website
• Offer website with HTML offer document
• Online application process
• Online allocation look up period

Outside of the above, we had to ensure all phases of the website met stringent government accessibility requirements spanning disability issues such as delivering a viable experience for the visually impaired and including various multiple language aspects for non-English speakers.

We also provided other support mechanisms such as:

• Broker and financial website (for broker buttons and commissions)
• Procurement process website
• Offer dataroom
• Dedicated media management website
• Advice on search engine marketing
• Secure real time online reporting tools for key advisers

In conclusion we achieved what we understand to be the biggest e-commerce event in Australia with more than $550 million in share offer applications being facilitated online over a three-week period.

We achieved this by utilising our proven hardware and software infrastructure supported by our executive team providing ongoing digital advisory services to the various key stakeholders throughout the entire process and then executing these requirements as agreed.