如何让每家公司都成为一家“科技”公司

3月前 26

How every company could become a 'tech' company

These days nearly every company is, or is in the process of becoming, a technology company. Major retailers have mobile apps and robust e-commerce platforms. Banks are getting into cryptocurrency. Grocery stores no longer expect customers to come inside to shop — they can place an order online and pick it up outside the store, or have it delivered right to their homes.

All kinds of companies are developing and using technology to make their operations more efficient and their products and services more attractive to consumers.
Satya Nadella, CEO of Microsoft (MSFT), knows the world of digital enterprises particularly well.
Speaking at the recent AT&T Business Summit, Nadella offered some advice for companies looking to make a digital transformation.
    "One of the things I think a lot about is: If we use this term that every company is a digital company, every company is a software company, what does it mean?" Nadell said. "How does one create that digital strategy inside of any enterprise, across any vertical or industry? The formula I think about is what I describe as 'tech intensity.'"
    First, he said, companies need to be early adopters of new technology to power their businesses, so they don't waste time or money later trying to get out from behind the curve. Then companies need to cultivate the ability to develop their own "digital IP," building exclusive software and tools that only their customers have access to.
    "You don't want to be caught up in spending your scarce resources on what is essentially something that can be available as a commodity. You want to bring in the commodity, and build your own IP," Nadella said.
    The final piece of the puzzle, Nadella said, is that companies must develop technology that both they and their customers can trust — relying on credible suppliers and building security into new products.
    Nadella said he thinks of it like a math formula: "Tech adoption" times "tech capability," multiplied "to the power of trust."
    "This is what I feel every company needs to do to become a software company," he said.
    Of course, it makes sense that Nadella would be doling out such advice. In recent years, Microsoft has shifted some of its focus away from its Windows operating system and devoted more resources to developing web-based enterprise technologies. The company's business model largely relies on enterprises wanting to become tech companies, and using Microsoft products and services to do it.

    That's especially true when it comes to new technologies such as the cloud business, where Microsoft is competing with industry giant Amazon Web Services to convince businesses and government agencies to entrust their data storage to its Azure cloud. It was handed a big win last month when the US Department of Defense awarded a $10 billion cloud services contract to Microsoft Azure over AWS.


    Nadella said that fueling others' digital transformations has been part of his vision for Microsoft since he became CEO in 2014. He said that as only the third chief executive in Microsoft's history behind Bill Gates and Steve Ballmer, and the first without what he called "founder status" at the company, he felt he needed to establish a sense of purpose that would define his leadership.
    "That's what led me all the way back to the origin of the company," Nadella said. "We were a tools company, a platform company ... If we stick to what we were really meant to do, which is to create technology so that you can create technology, we'll be okay. So that's why I went back to say, 'let's have that and be proud of that and let's be grounded in that sense of purpose.'"
    Nadella said there are three major technological shifts that companies today will have to harness in the coming years in order to succeed as digital enterprises: the ability to have powerful computing capabilities in many different kinds of devices, artificial intelligence that will make sense of all the data generated from that computing, and the fact that people all have multiple devices that interface with their various senses, such as smart speakers and augmented-reality glasses.
      Developing artificial intelligence technology has been one of Nadella's top priorities during his time as CEO, and it's one of the key selling points of the Azure cloud.
      "These three trends compound — computing is everywhere, every experience is powered by AI and we live in a multi-sense, multi-device world," Nadella said. "And the question is: What does it mean for retail? What does it mean for hospitality? What does it mean for healthcare?"

      翻译:

      纽约(CNN商业新闻网)这些天几乎每个公司都是,或正在成为一个技术公司。主要零售商拥有移动应用程序和强大的电子商务平台。银行正在进入加密货币领域。杂货店不再指望顾客进门购物——他们可以在线下订单,在店外提货,或者直接送货上门。

      各种各样的公司都在开发和使用技术,以提高运营效率,提高产品和服务对消费者的吸引力。
      微软(Microsoft)首席执行官萨蒂娅•纳德拉(Satya Nadella)对数字企业的世界了如指掌。
      纳德拉在最近的at&T商业峰会上发表讲话,为希望实现数字化转型的公司提供了一些建议。
      “我想得最多的一件事是:如果我们用这个词,每个公司都是数字公司,每个公司都是软件公司,这是什么意思?”纳德尔说如何在任何企业内部、任何垂直行业或行业内创建数字化战略?我想的公式就是我所说的“技术强度”
      他说,首先,公司需要成为新技术的早期采用者,才能为其业务提供动力,这样他们就不会浪费时间或金钱,试图在日后摆脱落后。然后,企业需要培养自己开发“数字IP”的能力,构建只有客户才能使用的独家软件和工具。
      “你不想把你稀缺的资源花在那些基本上可以作为商品的东西上。纳德拉说:“你想引进商品,建立自己的知识产权。
      纳德拉说,最后一个难题是,企业必须开发他们和客户都能信任的技术——依赖可靠的供应商,并为新产品建立安全保障。
      纳德拉说,他认为这就像一个数学公式:“采用技术”乘以“技术能力”,再乘以“信任的力量”
      他说:“我觉得每个公司都需要这样做,才能成为一家软件公司。”。
      当然,纳德拉提出这样的建议是有道理的。近年来,微软已经将部分注意力从Windows操作系统转移到开发基于web的企业技术上。公司的商业模式在很大程度上依赖于那些希望成为科技公司的企业,并使用微软的产品和服务来实现这一目标。

      尤其是在云业务等新技术方面,微软正与行业巨头亚马逊网络服务(Amazon Web Services)展开竞争,说服企业和政府机构将数据存储委托给其Azure云。上个月,美国国防部(Department of Defense)通过AWS向微软Azure授予了一份价值100亿美元的云服务合同,这是一个巨大的胜利。


      纳德拉说,自2014年担任微软首席执行官以来,推动他人的数字化转型一直是他对微软愿景的一部分。他说,作为微软历史上仅次于比尔·盖茨和史蒂夫·鲍尔默的第三位首席执行官,也是第一位没有他所说的“创始人地位”的首席执行官,他觉得自己需要树立一种使命感,来定义自己的领导力。
      纳德拉说:“这就是我一路回到公司起源的原因。”我们是工具公司,平台公司。。。如果我们坚持我们真正要做的,那就是创造技术,这样你就可以创造技术,我们会没事的。所以我回去说,‘让我们拥有它,为它感到骄傲,让我们以这种使命感为基础。’
      纳德拉说,如今的公司要想在未来几年成功地成为数字企业,必须进行三大技术变革:在许多不同类型的设备上拥有强大的计算能力的能力,能够理解从计算中产生的所有数据的人工智能,以及事实上,人们都有多个设备与他们的各种感官相连接,如智能扬声器和增强现实眼镜。
      开发人工智能技术一直是纳德拉担任CEO期间的首要任务之一,也是Azure云的关键卖点之一。
      纳德拉说:“这三种趋势复合计算无处不在,每一次体验都是由人工智能驱动的,我们生活在一个多意义、多设备的世界。”问题是:这对零售业意味着什么?这对好客意味着什么?这对医疗保健意味着什么?”





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