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数字革命成商学院新案例
2010-01-21来源:和谐英语
“How to leverage the assets you already have is often the difficult bit,” he says of the use of information technology in traditional businesses.
“如何利用已经拥有的资产，往往是难点所在，”他在谈到传统企业如何利用信息技术时表示。
Convincing its feature writers to write more frequently, for example, was one of the magazine's first challenges as it leapt into the digital format, he says. At the same time, it had to learn to compete with television stations such as ESPN, whose website is an online leader in sports.
例如，他说，说服特稿作者撰写更多稿件，就是该杂志向数字版跃进时首先面临的挑战之一。与此同时，它必须学会与电视台竞争，比如拥有首屈一指的体育网站的ESPN。
“At the most general level, the question is what you do with your existing competencies,” says Prof Valor.
巴洛尔表示：“最泛泛地说，这是一个如何利用你现有能力的问题。”
Defining these, while understanding how information and communications technology can change your marketplace and society at large, is the key to making money out of the digital revolution, he says.
他表示，界定这些能力，同时了解信息与通讯技术会如何改变你的职场和整个社会，是从数字革命中赢利的关键。
He refers to “Demi Moore's law,” a personal, jocular extension of Intel founder Gordon E. Moore's oft-cited law on the exponential pace of microprocessor development.
他谈到了“黛米摩尔法则”——他个人对人们常常提到的因特尔(Intel)创始人戈登关于微处理器幂次发展速度法则的诙谐引申。
According to the law of Demi - as in French for “half”- Moore, “humans only see half of what they can do with technology and only half of what technology is doing to their business sector”, says Prof Valor.
巴洛尔表示，根据黛米法则（黛米在法语里是“一半”的意思），“对于利用技术可以做些什么，人类只看到了一半，对于技术对业务领域的影响，人类也只看到了一半。”
Using this premise, the internet bubble of the late 1990s was a “twofold disgrace,” he says. “First, people lost a lot of money because they were focused on the wrong thing. his lack of focus, in turn, blurred the picture of what the real change was about.”
他表示，根据这一前提假设，上世纪90年代末的互联网泡沫是一种“双重耻辱”。“首先，由于过于关注错误的事情，人们赔了很多钱。缺乏关注进而又模糊了他们对真正改变的认识。”
To their peril, record companies, for example, failed to comprehend the importance of digital music reproduction to their customers. Rather than rethink how to extract value from core competencies, they spent millions of dollars challenging file-sharing web sites in the courts. Instead of trying to fight the new format and free download sites, they should have focused on their strength, which has always been finding and promoting new talent, says Prof Valor.
比如，唱片公司没能领会数字音乐复制对顾客的重要意义，这给它们带来了风险。它们不是反思如何从核心能力中获取价值，而是花费大量资金，将文件共享网站送上法庭。巴洛尔表示，它们当时应该聚焦于自己一直以来的长处——发现和推举新人——而不是试图对抗新格式与免费下载网站。
“The fact is that record labels do add value to society because they discover artists, they manage them and they make them popular,” says Prof Valor.
巴洛尔表示：“事实上，唱片公司的确为社会增加了价值，因为它们发现艺人，管理艺人，让艺人出名。”
“So, they are currently relinquishing the power they have over the artists to concert promoters. They should give the music away and concentrate on promoting concerts themselves. The music, then, becomes a marketing tool.”
“目前，它们正把对艺人的控制权让给音乐会推广机构。它们应该让出音乐，把精力集中在由自己推广音乐会。这样，音乐就会成为一种营销工具。”
Both eBay and PayPal, the subscriber money transfer service, and many similar ventures such as Facebook and Amazon, show that success in the internet age does not necessarily come via cutting-edge hardware inventions or complex algorithms.
eBay与用户在线转账服务PayPal以及Facebook和亚马逊等许多类似企业的经历都表明，在互联网时代获得成功，不一定要借助尖端硬件的发明或者复杂的计算程序。
“If you look at these companies that have really done well, none of them started by using technology that was not widely available,” says Prof Valor.
巴洛尔表示：“看一下那些表现不俗的公司，它们没有一家是通过使用尚未普及的技术起步的。”
“When we talk about the creation of Facebook, we are talking about vision and the application of available technology to the needs of society.”
“我们谈论Facebook的创建时，我们谈论的是想象力，以及运用可获得技术来满足社会需要。”
The search for cost cuts and new efficiencies amid the economic downturn should spur on the pace of innovation in application, he adds.
他补充称，在经济低迷之际，随着人们寻求削减成本和提高效率，技术运用方面的创新应该会加快。
Business models already under heavy attack from new technology will be dealt decisive blows by the economic crisis, Prof Valor believes.
巴洛尔认为，已经受到新技术严重冲击的业务模式，将遭到经济危机的致命打击。
“If a consumer today has a choice between clicking on the right side of the mouse for free music, or paying $1 a song on the left side, where is he or she going to click?” comments Prof Valor. Adjusting quickly to this new reality – as Sports Illustrated did more than a decade ago – will be the key to survival for many companies, he says.
“如果今天的消费者可以选择，或是单击鼠标右键获得免费音乐，或者单击鼠标左键花1美元购买一首单曲，他或她会单击哪一侧？”巴洛尔评论道。他表示，快速适应这一新的现实——就像《体育画报》在十多年前所做的那样——将是许多公司生存的关键。
摸索了几年后，cnn于2002年把网站控制权让给了《体育画报》，因为该网站当时处于亏损状态。如今，SI.com已跻身全球10大体育网站之列。
“The objective of this [case] study is to make sure that the students understand the difficulties that such a traditional, well-established, undisputed leader can have when it moves into another format,” says Prof Valor.
“It is the very wise and the very smart who use that unseen half of Demi Moore's law to harness the power of technology that leapfrogs everyone else,” he adds.
他补充称：“只有那些非常睿智、非常聪明，利用黛米?摩尔法则中看不见的那一半去驾驭技术力量的人，才会超越其他所有人。”
“如何利用已经拥有的资产，往往是难点所在，”他在谈到传统企业如何利用信息技术时表示。
Convincing its feature writers to write more frequently, for example, was one of the magazine's first challenges as it leapt into the digital format, he says. At the same time, it had to learn to compete with television stations such as ESPN, whose website is an online leader in sports.
例如，他说，说服特稿作者撰写更多稿件，就是该杂志向数字版跃进时首先面临的挑战之一。与此同时，它必须学会与电视台竞争，比如拥有首屈一指的体育网站的ESPN。
“At the most general level, the question is what you do with your existing competencies,” says Prof Valor.
巴洛尔表示：“最泛泛地说，这是一个如何利用你现有能力的问题。”
Defining these, while understanding how information and communications technology can change your marketplace and society at large, is the key to making money out of the digital revolution, he says.
他表示，界定这些能力，同时了解信息与通讯技术会如何改变你的职场和整个社会，是从数字革命中赢利的关键。
He refers to “Demi Moore's law,” a personal, jocular extension of Intel founder Gordon E. Moore's oft-cited law on the exponential pace of microprocessor development.
他谈到了“黛米摩尔法则”——他个人对人们常常提到的因特尔(Intel)创始人戈登关于微处理器幂次发展速度法则的诙谐引申。
According to the law of Demi - as in French for “half”- Moore, “humans only see half of what they can do with technology and only half of what technology is doing to their business sector”, says Prof Valor.
巴洛尔表示，根据黛米法则（黛米在法语里是“一半”的意思），“对于利用技术可以做些什么，人类只看到了一半，对于技术对业务领域的影响，人类也只看到了一半。”
Using this premise, the internet bubble of the late 1990s was a “twofold disgrace,” he says. “First, people lost a lot of money because they were focused on the wrong thing. his lack of focus, in turn, blurred the picture of what the real change was about.”
他表示，根据这一前提假设，上世纪90年代末的互联网泡沫是一种“双重耻辱”。“首先，由于过于关注错误的事情，人们赔了很多钱。缺乏关注进而又模糊了他们对真正改变的认识。”
To their peril, record companies, for example, failed to comprehend the importance of digital music reproduction to their customers. Rather than rethink how to extract value from core competencies, they spent millions of dollars challenging file-sharing web sites in the courts. Instead of trying to fight the new format and free download sites, they should have focused on their strength, which has always been finding and promoting new talent, says Prof Valor.
比如，唱片公司没能领会数字音乐复制对顾客的重要意义，这给它们带来了风险。它们不是反思如何从核心能力中获取价值，而是花费大量资金，将文件共享网站送上法庭。巴洛尔表示，它们当时应该聚焦于自己一直以来的长处——发现和推举新人——而不是试图对抗新格式与免费下载网站。
“The fact is that record labels do add value to society because they discover artists, they manage them and they make them popular,” says Prof Valor.
巴洛尔表示：“事实上，唱片公司的确为社会增加了价值，因为它们发现艺人，管理艺人，让艺人出名。”
“So, they are currently relinquishing the power they have over the artists to concert promoters. They should give the music away and concentrate on promoting concerts themselves. The music, then, becomes a marketing tool.”
“目前，它们正把对艺人的控制权让给音乐会推广机构。它们应该让出音乐，把精力集中在由自己推广音乐会。这样，音乐就会成为一种营销工具。”
Both eBay and PayPal, the subscriber money transfer service, and many similar ventures such as Facebook and Amazon, show that success in the internet age does not necessarily come via cutting-edge hardware inventions or complex algorithms.
eBay与用户在线转账服务PayPal以及Facebook和亚马逊等许多类似企业的经历都表明，在互联网时代获得成功，不一定要借助尖端硬件的发明或者复杂的计算程序。
“If you look at these companies that have really done well, none of them started by using technology that was not widely available,” says Prof Valor.
巴洛尔表示：“看一下那些表现不俗的公司，它们没有一家是通过使用尚未普及的技术起步的。”
“When we talk about the creation of Facebook, we are talking about vision and the application of available technology to the needs of society.”
“我们谈论Facebook的创建时，我们谈论的是想象力，以及运用可获得技术来满足社会需要。”
The search for cost cuts and new efficiencies amid the economic downturn should spur on the pace of innovation in application, he adds.
他补充称，在经济低迷之际，随着人们寻求削减成本和提高效率，技术运用方面的创新应该会加快。
Business models already under heavy attack from new technology will be dealt decisive blows by the economic crisis, Prof Valor believes.
巴洛尔认为，已经受到新技术严重冲击的业务模式，将遭到经济危机的致命打击。
“If a consumer today has a choice between clicking on the right side of the mouse for free music, or paying $1 a song on the left side, where is he or she going to click?” comments Prof Valor. Adjusting quickly to this new reality – as Sports Illustrated did more than a decade ago – will be the key to survival for many companies, he says.
“如果今天的消费者可以选择，或是单击鼠标右键获得免费音乐，或者单击鼠标左键花1美元购买一首单曲，他或她会单击哪一侧？”巴洛尔评论道。他表示，快速适应这一新的现实——就像《体育画报》在十多年前所做的那样——将是许多公司生存的关键。
摸索了几年后，cnn于2002年把网站控制权让给了《体育画报》，因为该网站当时处于亏损状态。如今，SI.com已跻身全球10大体育网站之列。
“The objective of this [case] study is to make sure that the students understand the difficulties that such a traditional, well-established, undisputed leader can have when it moves into another format,” says Prof Valor.
“It is the very wise and the very smart who use that unseen half of Demi Moore's law to harness the power of technology that leapfrogs everyone else,” he adds.
他补充称：“只有那些非常睿智、非常聪明，利用黛米?摩尔法则中看不见的那一半去驾驭技术力量的人，才会超越其他所有人。”
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