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)

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　　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。

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