I'm not sure it
is a hefty fine for the situation. Its simply paying the remaining costs for IBM's failures.
I don't see how IBM thought they could pull if off for $9.6 million [0], especially with the ABS requirements for information handling during the census.
"Key measures to safeguard information include strong encryption of data, restricted access on a need-to-know basis and monitoring of all staff, including regular audits. After data collection and processing, the ABS removes names and addresses from other personal and household information. Names and addresses will be stored securely and separate from one another. No one working with Census data will be able to view your personal information (name or address) at the same time as your other Census responses (such as age, sex, occupation, level of education or income). Stored separately and securely, individuals names will also be substituted with a linkage key, a computer generated code, completely anonymising the personal information. Only these anonymous linkage keys will be used by the ABS to bring data sets together." [1]
Currently, it seems IBM is blaming their subcontractors, "While IBM issued a mea culpa, they were then quick to lay the blame at the feet of Australian communications company NextGen Networks and its upstream provider Vocus, blaming them for failing to implement a geoblocking service called Island Australia to prevent traffic reaching the site from outside Australia." [2]
And considering IBM's has a revenue stream of $20.24 billion this quarter [3], the fine won't really impact them.
As to their reputation, IBM doesn't have a brilliant name already:
* Failure to meet deadlines [4]
* In Queensland they were overbudget, overtime, and under scope [5] resulting in their permanent ban from working with the Queensland government.
* They have a great habit of building things that they call incredibly fast, but never perform up to spec in the real world [6].
Anecdotally, National Mutual contracted out to IBM for some "supercomputers" for their COBOL applications, to speed up processing time. The machines were half the speed IBM claimed. IBM's solution? Double the number of machines delivered, and ignore the extra costs of power, maintenance and network load.
[0] http://www.smh.com.au/business/ibms-reputation-at-risk-in-wa...
[1] http://www.abs.gov.au/websitedbs/censushome.nsf/home/privacy
[2] http://www.news.com.au/technology/online/security/ibm-faces-...
[3] http://www.businessinsider.com.au/ibm-surprises-with-q2-2016...
[4] http://www.abc.net.au/news/2016-09-27/ibm-unlikely-to-hit-cu...
[5] http://www.healthpayrollinquiry.qld.gov.au/__data/assets/pdf...
[6] https://en.wikipedia.org/wiki/IBM_7030_Stretch