TELUS is first to market by transforming its content operations

Introduction

TELUS creates innovative digital products and world-class customer experiences – websites, apps, APIs, design systems, and more – for Canada’s fastest-growing telecom corporation. Their work covers a spectrum of the company’s business areas, including mobile, internet, television, home security, health, and B2B.

The digital team had been building TELUS experiences across a constantly growing ecosystem. Over time, seven CMSes and content repositories were deployed to address the diverse needs of more than 30 digital properties and products. This produced content silos that required manual work to create and copy content across the various systems.

Through an initiative to transform their content operations, Contentful enabled the team to manage and deliver content via a suite of flexible APIs, allowing them to unify all CMSes into a single content hub. TELUS Engineers used Contentful to develop content models that intelligently structured content for easy reference and reuse across each business unit.

The organization could then better leverage data to improve the user experience and build more personalization features. In addition, marketing teams could more quickly run integrated campaigns and launch products across multiple channels.

Adopting an agile, modern approach (using platforms like Contentful and AWS) has enabled TELUS to dramatically improve its time to market. When the Apple iPhone X launched, the new architecture and content production processes helped TELUS beat competitors to market. It was the only company in Canada to offer the new phone during the first 15 minutes after its release. This success started with the company's original POC for the Samsung S8 — during that launch the team reduced their go-to-market timeframe significantly, launching the new product in weeks, not days.