世界500強CEO訪談 第25期:IBM山姆彭明盛 營銷戰(zhàn)略和整合有關(1)

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我們的營銷戰(zhàn)略和整合有關

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

記者：聽起來好像您說你們的公司現在仍然是一個技術公司。那么現在您的合作伙伴們對于公司所起的促進作用是什么呢?

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：讓我來告訴你現在是怎樣的形勢，我想那會讓你明白。如果你真正要考慮在這個行業(yè)領域里正在發(fā)生些什么，那就要將事情追溯到過去。是的，那涉及到一個領域重新整合的問題，這也是我們?yōu)槭裁磳Ⅲw系和技術融合到一起的一個原因。IBM公司最近宣布，要將芯片制作和硬件分割系統(tǒng)組合為一個小組。所以如果你要問，為什么要進行重新整合，為什么IBM軟件要根據工業(yè)部門而不是品牌來進行組織，只要你去看一下我們最近30天來所做的事情就會明白，因為那反映了現在市場發(fā)展的動向。

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

記者：那么IBM作為一個組織，對于那些變化所作出的反應是怎樣的呢?

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 integration. 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：我們并沒有因為我半夜醒來突然說要重新整合，就對我們的公司進行整合，那是一件很復雜的事情。所有的事情都是分開做的時候做得很好，因而我們將它們整合到一起。但那并不是市場所需要的，這樣做比較簡單，但是這不是客戶們想要的，因此是我們的客戶們推動了我們的一體化進程。所以當我說，由于客戶的需要，我們開始實施一體化，這就很明白了。技術也同樣促進了我們的一體化。但是顧客們強制著這樣做是因為他們意識到自己將事情一件一件分開來了。你知道，這就是所謂的求解點。人們期望你能夠 有最好的存儲、最好的操作系統(tǒng)、最好的應用程序和最好的硬件平臺。

Reporter:So why should partners care about this reintegration?

記者：那么合作伙伴為什么要在意這次重新整合呢?

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 capabilities 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 stimulus 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 aligning with H-P. That’s commerce. I’d like them all to think our way. Some like proprietary, 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：很明顯，有一些事情發(fā)生了變化，是的，事情發(fā)生了改變。但是無論如何，重要的是世界發(fā)生了變化。這對于合作伙伴來說是重要的，這是社會的需要。除了硬件技術外，你還必須要開發(fā)軟件技術。因為這是大勢所趨，我說的是編譯程序而不是應用。但是我的觀點是，公司整合才是促使消費者開銷，隨著世界的改變和重組，我們將面臨一個很大的機會。在這種環(huán)境下，影響人們想法發(fā)生改變的刺激物就是經濟，也總是經濟。所以當事情在經濟的角度上發(fā)生改變時，企業(yè)就想要進行重新整合。規(guī)范的標準將會減少整合的困難，因為我們都想要擴張市場，我們的合作伙伴也想要擴張市場，我們希望在競爭的過程中彼此都能夠成長進步。那對于我們都是有益處的，對吧?我們認為，我們的合作伙伴能夠得到更多的生意，同時有人認為如果他們與惠普進行結盟的話，他們能夠做更多的生意。這就是商業(yè)。我希望他們都能夠像我們一樣思考問題。有人喜歡私有，我們喜歡開放，但是不管怎樣都還好。我們將會繼續(xù)在開放的原則下與其他企業(yè)進行競爭，他們可以繼續(xù)進行自營交易。我的意思是，一些合作伙伴可以采取自營交易的方式，但是我們認為他們應該采取開放的方式。但你知道這沒什么。正如我說的，這就是生活。所以這就是為什么一體化如此重要的原因，如果你是我們的合作伙伴，我給了你一個很繁瑣的答案，你也必須要考慮一下你現的困難在的處境。給出一個具體的答復是很難的，因為對于不同的伙伴來說，答案是不同的。但是我們很喜歡這樣，因為這樣我們將在很多領域有發(fā)展機會，我們不希望他們都一樣。其他的公司可能想要他們都—樣，原因是那樣的話事情方便處理。