Telstra is aiming to grab a slice of the software market, creating a new Global Applications and Platforms business, as it looks to build new growth opportunities.
The new group will part of the Innovation, Products and Marketing business unit, led by group managing director, Kate McKenzie.
It will operate as a startup company and will be built up in the next three years, McKenzie said. It will take effect as of February 1.
The telco has hired Charlotte Yarkoni to head up the new unit, starting on March 1.
The business will comprise of new and existing employees, and will also work along side Telstra's Applications and Ventures group.
McKenzie said the group would help set the company up for future success in a highly competitive segment.
"Our industry is changing rapidly," McKenzie said. "The future is in the software layer and there is an application for absolutely everything.
"With successful over the top (OTT) players growing exponentially, we need to continue to find ways to take challenger positions in this space. Telstra is moving from providing mobile and internet services to encompassing applications and integrated services."