世界500强CEO访谈 第16期:惠普马克赫德 技术环境至关重要(1)

 　　Technology environment is practical to us

　　技术环境至关重要

　　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?

　　记者：我们从数据仓库研究所和最近的一些展示中发现，你们的售货处现在有一个以Teradata的名字为特征崭新的形象，您能跟我们说一下有关品牌变更的问题吗？

　　Hurd: NCR has decided¹ 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 analytical² solutions under the Teradata Division. Then，earlier this year, we pushed the emphasis further by implementing³ a new branding approach for this business. Following extensive research and analysis with customers, prospective⁴ customers and industry luminaries，we decided to create a new brand icon⁵ 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, passionate⁶, confident organization.

　　赫德：NCR准备将更多的精力投入到数据库存和客户关系管理上。2000年7月，NCR在公司内部开创了两个运营段，包括所有的数据库存和解析解法。然后在今年的早些时候，我们又执行了新的品牌政策，以把更多的注意力放在那个产业。我们首先对我们的现有顾客、潜在顾客和工业方面的杰出人物进行了大规模的研究与分析，然后我们决定创造一个以Teradata为特征的新的品牌形象，并将我们定义为“Teradata, NCR的一个分支”。作为一个领头品牌将它推销我们的数据库存和解析解法，规划出一个富有技术、充满激情和自信的组织。

　　Reporter: Give us your view of the data warehousing market. What factors are driving your division’s growth in this space?

　　记者：请跟我们说一下您对数据库存市场的看法，促使您公司里这个部门进步的因素有哪些呢？

　　Hurd: If you take a look at the volatility⁷ in the marketplace today, where business cycles are compressing at an accelerated rate and investors⁸ are demanding growth, an executive’s biggest challenge is making better decisions— faster and more efficiently⁹. 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 helping¹⁰ 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 analyzed¹¹ against a single consistent view of the data. The next step is to deliver power to the people—providing analysis capabilities¹² throughout the orginization that delivers quick, fact-based answers. Giving people the ability to take action based on facts, balancing very costly¹³, 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：如果您看一下现如今市场的挥发性，您会发现商业周期正加速地受到紧压而缩短，投资者要求不断进步，那么对一个主管最大的挑战就是要以更快地速度、更高的效率作出很好的决定。主管人员也很拼命地推动决策深入组织内部，以在今天疯狂的竞争节奏下保住老顾客、赢得新顾客。因此错误是绝对不允许的Teradata的力量在于，通过制造那样的决策环境来帮助企业发展他们的产业。我们实现这个目标的第一步就是，将有力的数据库存和解析解法推广到我们的企业之中提供一种单独的商业视角。整合观点是非常重要的第一步，因为所有的问题，无论多么复杂，在经过仔细一致的数据分析之后，都会得出更精确的决定。下一步就是带给人们力量，在组织之内通过提供能够给出迅速、真实的答案的分析能力。使人们有能力在事实的基础上采取行动。平衡一些费用高有时候敏感的问题，但是对企业绩效很重要的决策是很关键的。最后，对于那些准备好迎接新挑战的企业来说，Teradata解决方案将能够把分析的结果和其他公司中的应用结合起来，自动以影响价格、进程、物流和服务等新信息更新系统。这就是我们对于企业和决策如何在网络经济中胜出的看法。这里的技术环境就是我们所说的积极的数据库存。这对我们很重要。

1 decided   

adj.决定了的，坚决的；明显的，明确的

参考例句：

• This gave them a decided advantage over their opponents.这使他们比对手具有明显的优势。
• There is a decided difference between British and Chinese way of greeting.英国人和中国人打招呼的方式有很明显的区别。

2 analytical   

adj.分析的；用分析法的

参考例句：

• I have an analytical approach to every survey.对每项调查我都采用分析方法。
• As a result,analytical data obtained by analysts were often in disagreement.结果各个分析家所得的分析数据常常不一致。

3 implementing   

v.实现( implement的现在分词 )；执行；贯彻；使生效

参考例句：

• -- Implementing a comprehensive drug control strategy. ――实行综合治理的禁毒战略。 来自汉英非文学 - 白皮书
• He was in no hurry about implementing his unshakable principle. 他并不急于实行他那不可动摇的原则。 来自辞典例句

4 prospective   

adj.预期的，未来的，前瞻性的

参考例句：

• The story should act as a warning to other prospective buyers.这篇报道应该对其他潜在的购买者起到警示作用。
• They have all these great activities for prospective freshmen.这会举办各种各样的活动来招待未来的新人。

5 icon   

n.偶像，崇拜的对象，画像

参考例句：

• They found an icon in the monastery.他们在修道院中发现了一个圣像。
• Click on this icon to align or justify text.点击这个图标使文本排齐。

6 passionate   

adj.热情的，热烈的，激昂的，易动情的，易怒的，性情暴躁的

参考例句：

• He is said to be the most passionate man.据说他是最有激情的人。
• He is very passionate about the project.他对那个项目非常热心。

7 volatility   

n.挥发性，挥发度，轻快，（性格）反复无常

参考例句：

• That was one reason why volatility was so low last year.这也是去年波动性如此低的原因之一。
• Yet because volatility remained low for so long,disaster myopia prevailed.然而，由于相当长的时间里波动性小，灾难短视就获胜了。

8 investors   

n.投资者，出资者( investor的名词复数 )

参考例句：

• a con man who bilked investors out of millions of dollars 诈取投资者几百万元的骗子
• a cash bonanza for investors 投资者的赚钱机会

9 efficiently   

adv.高效率地，有能力地

参考例句：

• The worker oils the machine to operate it more efficiently.工人给机器上油以使机器运转更有效。
• Local authorities have to learn to allocate resources efficiently.地方政府必须学会有效地分配资源。

10 helping   

n.食物的一份&adj.帮助人的，辅助的

参考例句：

• The poor children regularly pony up for a second helping of my hamburger. 那些可怜的孩子们总是要求我把我的汉堡包再给他们一份。
• By doing this, they may at times be helping to restore competition. 这样一来, 他在某些时候,有助于竞争的加强。

11 analyzed   

v.分析( analyze的过去式和过去分词 )；分解；解释；对…进行心理分析

参考例句：

• The doctors analyzed the blood sample for anemia. 医生们分析了贫血的血样。 来自《简明英汉词典》
• The young man did not analyze the process of his captivation and enrapturement, for love to him was a mystery and could not be analyzed. 这年轻人没有分析自己蛊惑著迷的过程，因为对他来说，爱是个不可分析的迷。 来自《简明英汉词典》

12 capabilities   

n.能力( capability的名词复数 )；可能；容量；[复数]潜在能力

参考例句：

• He was somewhat pompous and had a high opinion of his own capabilities. 他有点自大，自视甚高。 来自辞典例句
• Some programmers use tabs to break complex product capabilities into smaller chunks. 一些程序员认为，标签可以将复杂的功能分为每个窗格一组简单的功能。 来自About Face 3交互设计精髓

13 costly   

adj.昂贵的，价值高的，豪华的

参考例句：

• It must be very costly to keep up a house like this.维修这么一幢房子一定很昂贵。
• This dictionary is very useful,only it is a bit costly.这本词典很有用，左不过贵了些。