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

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我們的營(yíng)銷戰(zhàn)略和整合有關(guān)

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

記者：聽(tīng)起來(lái)好像您說(shuō)你們的公司現(xiàn)在仍然是一個(gè)技術(shù)公司。那么現(xiàn)在您的合作伙伴們對(duì)于公司所起的促進(jìn)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(lái)告訴你現(xiàn)在是怎樣的形勢(shì)，我想那會(huì)讓你明白。如果你真正要考慮在這個(gè)行業(yè)領(lǐng)域里正在發(fā)生些什么，那就要將事情追溯到過(guò)去。是的，那涉及到一個(gè)領(lǐng)域重新整合的問(wèn)題，這也是我們?yōu)槭裁磳Ⅲw系和技術(shù)融合到一起的一個(gè)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(gè)小組。所以如果你要問(wèn)，為什么要進(jìn)行重新整合，為什么IBM軟件要根據(jù)工業(yè)部門而不是品牌來(lái)進(jìn)行組織，只要你去看一下我們最近30天來(lái)所做的事情就會(huì)明白，因?yàn)槟欠从沉爽F(xiàn)在市場(chǎng)發(fā)展的動(dòng)向。

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

記者：那么IBM作為一個(gè)組織，對(duì)于那些變化所作出的反應(yīng)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(méi)有因?yàn)槲野胍剐褋?lái)突然說(shuō)要重新整合，就對(duì)我們的公司進(jìn)行整合，那是一件很復(fù)雜的事情。所有的事情都是分開(kāi)做的時(shí)候做得很好，因而我們將它們整合到一起。但那并不是市場(chǎng)所需要的，這樣做比較簡(jiǎn)單，但是這不是客戶們想要的，因此是我們的客戶們推動(dòng)了我們的一體化進(jìn)程。所以當(dāng)我說(shuō)，由于客戶的需要，我們開(kāi)始實(shí)施一體化，這就很明白了。技術(shù)也同樣促進(jìn)了我們的一體化。但是顧客們強(qiáng)制著這樣做是因?yàn)樗麄円庾R(shí)到自己將事情一件一件分開(kāi)來(lái)了。你知道，這就是所謂的求解點(diǎn)。人們期望你能夠 有最好的存儲(chǔ)、最好的操作系統(tǒng)、最好的應(yīng)用程序和最好的硬件平臺(tái)。

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(wú)論如何，重要的是世界發(fā)生了變化。這對(duì)于合作伙伴來(lái)說(shuō)是重要的，這是社會(huì)的需要。除了硬件技術(shù)外，你還必須要開(kāi)發(fā)軟件技術(shù)。因?yàn)檫@是大勢(shì)所趨，我說(shuō)的是編譯程序而不是應(yīng)用。但是我的觀點(diǎn)是，公司整合才是促使消費(fèi)者開(kāi)銷，隨著世界的改變和重組，我們將面臨一個(gè)很大的機(jī)會(huì)。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(jīng)濟(jì)，也總是經(jīng)濟(jì)。所以當(dāng)事情在經(jīng)濟(jì)的角度上發(fā)生改變時(shí)，企業(yè)就想要進(jìn)行重新整合。規(guī)范的標(biāo)準(zhǔn)將會(huì)減少整合的困難，因?yàn)槲覀兌枷胍獢U(kuò)張市場(chǎng)，我們的合作伙伴也想要擴(kuò)張市場(chǎng)，我們希望在競(jìng)爭(zhēng)的過(guò)程中彼此都能夠成長(zhǎng)進(jìn)步。那對(duì)于我們都是有益處的，對(duì)吧?我們認(rèn)為，我們的合作伙伴能夠得到更多的生意，同時(shí)有人認(rèn)為如果他們與惠普進(jìn)行結(jié)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(wèn)題。有人喜歡私有，我們喜歡開(kāi)放，但是不管怎樣都還好。我們將會(huì)繼續(xù)在開(kāi)放的原則下與其他企業(yè)進(jìn)行競(jìng)爭(zhēng)，他們可以繼續(xù)進(jìn)行自營(yíng)交易。我的意思是，一些合作伙伴可以采取自營(yíng)交易的方式，但是我們認(rèn)為他們應(yīng)該采取開(kāi)放的方式。但你知道這沒(méi)什么。正如我說(shuō)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(gè)很繁瑣的答案，你也必須要考慮一下你現(xiàn)的困難在的處境。給出一個(gè)具體的答復(fù)是很難的，因?yàn)閷?duì)于不同的伙伴來(lái)說(shuō)，答案是不同的。但是我們很喜歡這樣，因?yàn)檫@樣我們將在很多領(lǐng)域有發(fā)展機(jī)會(huì)，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。