世界500强CEO访谈 第25期:IBM山姆彭明盛 营销战略和整合有关(1)

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　　我们的营销战略和整合有关

　　Reporter:It sounds like what you are saying is you are still a technology company. What do partners push now?

　　记者：听起来好像您说你们的公司现在仍然是一个技术公司。那么现在您的合作伙伴们对于公司所起的促进作用是什么呢？

　　Palmisano: Let me tell you what’s going on and I think it will make some sense. If you think about what it really happening in this industry, it is going back to the past. Right，it is reintegrating. Which is one reason why we put systems and technology back together again. IBM recently announced it was combining its chip making and hardware systems divisions under one group. And so, if you say why is it reintegrating, and why did IBM software now organize themselves around industry segments not by brand anymore. If you go through what we just did in the last 30 days, it is a statement of what is happening in the marketplace.

　　彭明盛：让我来告诉你现在是怎样的形势，我想那会让你明白。如果你真正要考虑在这个行业领域里正在发生些什么，那就要将事情追溯到过去。是的，那涉及到一个领域重新整合的问题，这也是我们为什么将体系和技术融合到一起的一个原因。IBM公司最近宣布，要将芯片制作和硬件分割系统组合为一个小组。所以如果你要问，为什么要进行重新整合，为什么IBM软件要根据工业部门而不是品牌来进行组织，只要你去看一下我们最近30天来所做的事情就会明白，因为那反映了现在市场发展的动向。

　　Reporter:So how has IBM responded organizationally to the changes?

　　记者：那么IBM作为一个组织，对于那些变化所作出的反应是怎样的呢？

　　Palmisano: We are not driving this reintegration because I woke up in the middle of the night and said let’s reintegrate this place. It’s a big complicated thing. All the things separate do very, very well and add them all up. But that is not what the market wants. It is the easier thing, but it is just not what the client wants and the client is forcing this integration¹. So it will make a lot of sense when I say they are forcing the integration. The technology is also driving the integration. But they (the customer) are forcing the integration because they realized they did all of these things in pieces. You know, point solutions. You were supposed to be able to take the best storage, the best operating system, the best application, the best hardware platform.

　　彭明盛：我们并没有因为我半夜醒来突然说要重新整合，就对我们的公司进行整合，那是一件很复杂的事情。所有的事情都是分开做的时候做得很好，因而我们将它们整合到一起。但那并不是市场所需要的，这样做比较简单，但是这不是客户们想要的，因此是我们的客户们推动了我们的一体化进程。所以当我说，由于客户的需要，我们开始实施一体化，这就很明白了。技术也同样促进了我们的一体化。但是顾客们强制着这样做是因为他们意识到自己将事情一件一件分开来了。你知道，这就是所谓的求解点。人们期望你能够 有最好的存储、最好的操作系统、最好的应用程序和最好的硬件平台。

　　Reporter:So why should partners care about this reintegration?

　　记者：那么合作伙伴为什么要在意这次重新整合呢？

　　Palmisano: Obviously, something changed, right. Something changed. Anyway, the point of this is that the world changed. It is important to the partners because that is what demand is. You have to exploit the capabilities² of the technology in the software and not just in the hardware. Because that is what is happening. I am talking compilers, not applications... My point, though, is that this integration is what’s going to drive spending. But my only point is that as this world changes and reintegrates, huge opportunity. And in this environment, so the stimulus³ that happened to drive this thinking change was the economics, which it always is. So as this thing economically shifted, companies want to reintegrate. And standards will facilitate it. Because we all want the market to expand. And our partners, we want to expand. We want the envelope of growth to go compete in. It’s good for all of us，right? We think the partners with us can win more business. Some think they can win their business aligning⁴ with H-P. That’s commerce. I’d like them all to think our way. Some like proprietary⁵, we like open. But that’s okay. We’ll go compete on our open view; they’ll go compete on their proprietary view. I mean, partners will go pick a proprietary approach; we think they should be committed to open standards. But you know, that’s okay. Like I said, it’s life. So this is why it’s so important. So if you’re the partner, and I gave you a long-winded answer, you’ve got to think about where you are. That’s why it’s hard to give a specific, because they’re all different. And by the way, we like that, because there’s so many areas to address the opportunity, we don’t want them all the same. Other companies want them all the same. And they want them all the same because that’s easy to deal with.

　　彭明盛：很明显，有一些事情发生了变化，是的，事情发生了改变。但是无论如何，重要的是世界发生了变化。这对于合作伙伴来说是重要的，这是社会的需要。除了硬件技术外，你还必须要开发软件技术。因为这是大势所趋，我说的是编译程序而不是应用。但是我的观点是，公司整合才是促使消费者开销，随着世界的改变和重组，我们将面临一个很大的机会。在这种环境下，影响人们想法发生改变的刺激物就是经济，也总是经济。所以当事情在经济的角度上发生改变时，企业就想要进行重新整合。规范的标准将会减少整合的困难，因为我们都想要扩张市场，我们的合作伙伴也想要扩张市场，我们希望在竞争的过程中彼此都能够成长进步。那对于我们都是有益处的，对吧？我们认为，我们的合作伙伴能够得到更多的生意，同时有人认为如果他们与惠普进行结盟的话，他们能够做更多的生意。这就是商业。我希望他们都能够像我们一样思考问题。有人喜欢私有，我们喜欢开放，但是不管怎样都还好。我们将会继续在开放的原则下与其他企业进行竞争，他们可以继续进行自营交易。我的意思是，一些合作伙伴可以采取自营交易的方式，但是我们认为他们应该采取开放的方式。但你知道这没什么。正如我说的，这就是生活。所以这就是为什么一体化如此重要的原因，如果你是我们的合作伙伴，我给了你一个很繁琐的答案，你也必须要考虑一下你现的困难在的处境。给出一个具体的答复是很难的，因为对于不同的伙伴来说，答案是不同的。但是我们很喜欢这样，因为这样我们将在很多领域有发展机会，我们不希望他们都一样。其他的公司可能想要他们都—样，原因是那样的话事情方便处理。

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