世界500強(qiáng)CEO訪談 第16期:惠普馬克赫德 技術(shù)環(huán)境至關(guān)重要(1)
技術(shù)環(huán)境至關(guān)重要
Reporter: We’ve noticed at TDWI and other shows lately that your booths have a new look featuring the Teradata name. Can you tell us about this shift in branding?
記者：我們從數(shù)據(jù)倉(cāng)庫(kù)研究所和最近的一些展示中發(fā)現(xiàn)，你們的售貨處現(xiàn)在有一個(gè)以Teradata的名字為特征嶄新的形象，您能跟我們說(shuō)一下有關(guān)品牌變更的問(wèn)題嗎?
Hurd: NCR has decided to give even greater focus to its data warehousing and CRM business. In July 2000 NCR created two operating divisions within the company, with all data warehousing and analytical solutions under the Teradata Division. Then，earlier this year, we pushed the emphasis further by implementing a new branding approach for this business. Following extensive research and analysis with customers, prospective customers and industry luminaries，we decided to create a new brand icon featuring the Teradata name and began identifying ourselves as “Teradata，a division of NCR Corporation.” This will be the lead brand to promote our data warehousing and analytical solutions, projecting a technology-savvy, passionate, confident organization.
赫德：NCR準(zhǔn)備將更多的精力投入到數(shù)據(jù)庫(kù)存和客戶關(guān)系管理上。2000年7月，NCR在公司內(nèi)部開(kāi)創(chuàng)了兩個(gè)運(yùn)營(yíng)段，包括所有的數(shù)據(jù)庫(kù)存和解析解法。然后在今年的早些時(shí)候，我們又執(zhí)行了新的品牌政策，以把更多的注意力放在那個(gè)產(chǎn)業(yè)。我們首先對(duì)我們的現(xiàn)有顧客、潛在顧客和工業(yè)方面的杰出人物進(jìn)行了大規(guī)模的研究與分析，然后我們決定創(chuàng)造一個(gè)以Teradata為特征的新的品牌形象，并將我們定義為“Teradata, NCR的一個(gè)分支”。作為一個(gè)領(lǐng)頭品牌將它推銷我們的數(shù)據(jù)庫(kù)存和解析解法，規(guī)劃出一個(gè)富有技術(shù)、充滿激情和自信的組織。
Reporter: Give us your view of the data warehousing market. What factors are driving your division’s growth in this space?
記者：請(qǐng)跟我們說(shuō)一下您對(duì)數(shù)據(jù)庫(kù)存市場(chǎng)的看法，促使您公司里這個(gè)部門(mén)進(jìn)步的因素有哪些呢?
Hurd: If you take a look at the volatility in the marketplace today, where business cycles are compressing at an accelerated rate and investors are demanding growth, an executive’s biggest challenge is making better decisions— faster and more efficiently. Executives are also desperate to push decision-making deeper in the organization in order to win and keep customers in today’s frenetic competitive pace. There's no room for mistakes. Teradata’s strength lies in helping companies grow their business by enabling this “instant” decision-making environment. We accomplish this by first delivering powerful data warehousing and analytical solutions that offer a single view of the business across the enterprise. An integrated view is an extremely important first step, because all questions, no matter how complex, will result in more accurate decisions if they are analyzed against a single consistent view of the data. The next step is to deliver power to the people—providing analysis capabilities throughout the orginization that delivers quick, fact-based answers. Giving people the ability to take action based on facts, balancing very costly, sometimes sensitive issues is critical to nimble business performance. Finally, for those companies ready for the new competitive frontier, Teradata solutions are ready to link the results of analysis with other business applications, automatically updating systems with new information that affects pricing, processes, logistics, and service. That’s our vision for how business and decision-making will quickly evolve to succeed in the networked economy. The enabling technology environment is something we call active data warehousing. That is important to us.
赫德：如果您看一下現(xiàn)如今市場(chǎng)的揮發(fā)性，您會(huì)發(fā)現(xiàn)商業(yè)周期正加速地受到緊壓而縮短，投資者要求不斷進(jìn)步，那么對(duì)一個(gè)主管最大的挑戰(zhàn)就是要以更快地速度、更高的效率作出很好的決定。主管人員也很拼命地推動(dòng)決策深入組織內(nèi)部，以在今天瘋狂的競(jìng)爭(zhēng)節(jié)奏下保住老顧客、贏得新顧客。因此錯(cuò)誤是絕對(duì)不允許的Teradata的力量在于，通過(guò)制造那樣的決策環(huán)境來(lái)幫助企業(yè)發(fā)展他們的產(chǎn)業(yè)。我們實(shí)現(xiàn)這個(gè)目標(biāo)的第一步就是，將有力的數(shù)據(jù)庫(kù)存和解析解法推廣到我們的企業(yè)之中提供一種單獨(dú)的商業(yè)視角。整合觀點(diǎn)是非常重要的第一步，因?yàn)樗械膯?wèn)題，無(wú)論多么復(fù)雜，在經(jīng)過(guò)仔細(xì)一致的數(shù)據(jù)分析之后，都會(huì)得出更精確的決定。下一步就是帶給人們力量，在組織之內(nèi)通過(guò)提供能夠給出迅速、真實(shí)的答案的分析能力。使人們有能力在事實(shí)的基礎(chǔ)上采取行動(dòng)。平衡一些費(fèi)用高有時(shí)候敏感的問(wèn)題，但是對(duì)企業(yè)績(jī)效很重要的決策是很關(guān)鍵的。最后，對(duì)于那些準(zhǔn)備好迎接新挑戰(zhàn)的企業(yè)來(lái)說(shuō)，Teradata解決方案將能夠把分析的結(jié)果和其他公司中的應(yīng)用結(jié)合起來(lái)，自動(dòng)以影響價(jià)格、進(jìn)程、物流和服務(wù)等新信息更新系統(tǒng)。這就是我們對(duì)于企業(yè)和決策如何在網(wǎng)絡(luò)經(jīng)濟(jì)中勝出的看法。這里的技術(shù)環(huán)境就是我們所說(shuō)的積極的數(shù)據(jù)庫(kù)存。這對(duì)我們很重要。
