IT Strategy資訊科技策略

A 1 McKinsey Quarterly survey 麥肯錫季刊調查 finds that executives view climate change issues as important for their companies, seeing both opportunity and risk. 認定主管鑑於氣候變化問題作為重要的，為他們的公司，見到既帶來機遇和風險。 60 percent of global executives view climate change as important to consider within their companies’ overall strategy. 60 ％的全球高管鑑於氣候變化作為重要的是要考慮在其公司的整體策略。 Further, nearly 70 percent see it as an important consideration for managing corporate reputation and brands. 另外，有近七成認為這是一個重要的考慮因素，為管理公司的信譽和品牌。

Since IT strategy aligns with and enables Business Strategy, CIOs and other IT executive should be proactive in enabling businesses to achieve their Branding Strategy. As I mentioned in my previous blog 因為它的戰略配合，使業務策略， CIO和其他IT經理人，應積極主動地使企業能夠實現其品牌戰略。正如我在以前的博客 Green IT – Hype or Relevant Strategy 綠色-炒作或相關策略 ? we have reached a tipping point where majority of consumers are concerned of impact of global warming. Having a ‘green’ IT department would be a great PR victory and firms can tout their leadership role in trying to “reduce the footprint”. ？我們已經到了一個轉折點，而大部分的消費者關心的影響，全球變暖。有一個'綠色'的IT 部門將是一個很大的公關勝利，並行可以兜售自己的領導作用，試圖"降低足印" 。

Not only that, according to 不僅如此，據 Ten Strategic Technologies to watch in 2008 十大戰略性技術看，在2008年 , Green IT is one of the ‘Strategic Technology’ for the year 2008. Article states that “Strategic technologies, as defined by Gartner, are technologies that could disrupt IT or business in the next 18 to 36 months. 綠色這是一個'戰略技術'為2008年。這篇文章說的"戰略技術，並確定了由Gartner的，是技術，可以破壞或業務在未來18至36個月。 They may require a large dollar investment and could cripple your organization if adopted too late.” Its not only customer demand that is going to drive IT departments to go ‘green’, but high energy cost along with regulatory needs could make it impossible for IT department to run ‘business as usual’. 他們可能需要一個大的數百萬美元的投資，並可能破壞你的組織如獲通過，為時已晚" ， 它不僅是客戶的需求，就是要推動IT部門去'綠色' ，但高能源成本隨著監管的需要，可以使它不可能為它署開辦'照常營業' 。

CIOs are getting the message. In the article CIO們獲得的信息。在這篇文章 Green IT mind shift taking hold 綠色心轉向把握 larger percentage of IT Executives see the urgency in going ‘green’. 較大比例的IT經理們看到的緊迫環境中去， '綠色' 。 The CIO needs to be on board but IT cannot implement Green IT strategy without the cooperation and collaboration with other departments. 這個CIO必須對董事會，但不能實施綠色戰略，它沒有合作和協作，與其他部門。 According to CIO Insight article, 根據CIO的洞察力文章 Green IT – Buzzword or Strategy? 綠色-時髦名詞或策略？ , IT organization should draft an action plan that includes an overall vision, strategy and specific goals. IT leaders must spearhead a multidisciplinary effort that would involve representatives from all levels of the organization, including end users, business managers and executives. ，它的組織應該草擬一項行動計劃，其中包括一個總體設想，戰略和具體目標，它的領導人必須矛頭一個多學科的努力，這將牽涉到來自各個層面的組織，其中包括最終用戶，業務經理和行政人員。

Its very clear IT Executives cannot afford NOT to implement Green IT Strategy. 它很清楚， IT主管不能沒有實施綠色戰略。

Green IT Strategy guidelines according to the article Green IT - Buzzword or Strategy? 綠色戰略方針，根據文章綠色-時髦名詞或策略？

• Define an environmental policy, identifying and prioritizing the issues the organization wants to address. •確定環境保護的政策，找出並確定優先次序的問題，該組織希望解決的問題。 Do this within the context of the enterprise’s broader environmental and corporate social responsibility policies. 做好這一背景下，企業的更廣泛的環境和企業社會責任的政策。

• Have the IT organization be responsible for the energy efficiency of the data center and IT equipment. •有它的組織，負責為能源效率的數據中心和信息技術設備。

• Make the data center a priority, but understand the green IT strategy must extend beyond that. •使數據中心的一個優先事項，但了解綠色科技策略必須超越這一點。

• Create an environmental performance dashboard based on the enterprise’s and IT organization’s environmental policy. •創造一種環境績效儀表板的基礎上，對企業和IT組織的環境政策。

• Use existing and emerging energy management tools, and address behavioral issues to decrease the power consumption of IT-related equipment. •使用現有和新興的能源管理工具，並解決行為問題，以減少電力消耗與資訊科技有關的設備。

Source: “ 資料來源： " 10 Key Elements of a ‘Green IT’ Strategy 10個關鍵要素的'綠色 ' 戰略 ,” Gartner Inc., Dec. 7, 2007 " Gartner公司， 2007年12月7日

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Brian Watson of CIO Insight on his blog “ 布萊恩沃森CIO的有識之士對他的博客" Does Green IT Matter? 沒有綠色，這件事？ ” tackles an interesting trend in ‘greening’ of products and services. He says that “regardless of businesses’ motivation, investment in eco-friendly technologies continues to grow—fast”. "面對一個有趣的趨勢，在'綠化'的產品和服務，他說： "對於企業的動機，投資對生態無害的技術繼續成長快" 。 He talks about a 他談論 study by KPMG 研究畢馬威國際會計公司 , in which “venture capitalists, bankers, entrepreneurs and others said a quarter of new investments will towards green IT”. Why is Green IT suddenly important? Here is my opinion - the confluence of 2 events that are creating new challenges and opportunities for the IT to go green. ，在這種"風險資本家，銀行家，企業家和其他人說，有四分之一的新增投資將走向綠色" ，為什麼是綠色，它突然重要？這裡是我個人的意見-合流2事件都在創造新的挑戰和機遇，為它去新綠。

1. The rise of commodity prices over the past 5 years, mainly due to insatiable desire by Asian countries (led by 上升的商品價格在過去5年，這主要是由於貪得無厭的慾望，由亞洲國家（由 China 中國 ) to modernize, will continue into the future. Demand for base commodity that enable production of power is going to be greater than the supply. ） ，以現代化，將繼續走向未來。需求為基礎的商品，使生產的電力將會大於供給。 The era of cheap commodity is over (at least in for next 7-10 years). This means that the CFO will be under pressure to find alternate viable source of energy in the quest to manage the overhead costs. 時代的廉價商品超過（至少在明年的7-10歲） ，這意味著該公司首席財務官會受到壓力要尋找候補可行的能量來源，在追求管理的間接費用。
2. We have reached a tipping point where majority of consumers are concerned of impact of global warming. There is real drive to “reduce the footprint”. CMO (Chief Marketing Officers) are adapting to the new reality and are baking ‘green’ into their product brand image. CMO’s don’t have the luxury of ignoring the demand by the consumers who want to make sure that the products they use are environmentally friendly. Even hardcore oil companies like Chevron and BP are touting how green they are. 我們已到了一個轉折點，而大部分的消費者關心的影響，全球氣候變暖是有實勁，以"減少足印" 。奇美電子（首席營銷人員） ，是適應新的現實並烘焙'綠色'納入其產品品牌形象。奇美的不太充裕的漠視需求，由消費者，要確保產品使用的是環保的，甚至死撐油公司一樣，雪佛龍和BP是如何招徠綠色他們的影響。

Hence there is huge push on CIOs to deliver an IT infrastructure that is environmentally friendly. Should going green be part of IT Strategy? 因此，有巨大的推進CIO們提供一個IT基礎設施，是符合環保原則。應該去綠化的一部分，它的策略呢？

If the goal of IT is to align with the business strategy, it’s very easy to envision that the IT Strategy that enables the businesses to achieve both of its objectives a) reduce/manage overhead costs b) increase brand value is not just necessary but extremely essential. 如果目標是接軌，與企業戰略，它非常容易設想，資訊科技策略，使企業實現其目標的一）減少/管理開銷費用b ）提高品牌價值不僅是必要的而極為重要的。

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Read a very pertinent article on 宣讀了非常中肯的文章 Social Marketing 社會營銷 on Knowledge@Wharton. The article talks that the buzzwords like Fansumers, viral video etc are more than the marketing gimmicks. These trends are game changers and are going to impact the conventional marketing thinking at Madison Avenue. There is a real need by the consumer to be heard and make an impact on the future product. According to the article “Online technologies allow customers to communicate in new ways with one another, and companies must decide whether to ignore, co-opt or dive into these new waters of interactivity.” Those companies that want to dive into these new developments in Web 2.0 will find that ‘peer’ production has had the disruptive effect on 2 aspects of marketing. 對沃頓知識在線。文章會談表示buzzwords像fansumers ，病毒性錄像等，都是較行銷噱頭，這些動向是遊戲換店，並準備衝擊傳統的營銷思想，在麥迪遜大街有一個真正需要由消費者要聽取並作出影響，對未來的產品，據以第一個"網上技術，使客戶能夠溝通，以新的方式配合，公司必須決定是否繼續不理會，增選或下潛到這些新水域的交互性。 "這些公司想要潛入這些新的事態發展在Web 2.0會發覺'同行'的生產產生了破壞性影響，二方面的營銷。

1. Market Research Tool : New and large number of willing and mostly unpaid consumers can be tapped to understand their concerns and objectives. Market Research can be driven by the consumers and firms can take the role of ‘facilitation’. 市場研究工具 ：新的和大量的願意，而且大部分無償消費者剩餘可採儲量，以了解他們的關注和目標市場的研究，可以驅使下，消費者和企業可採取的作用'便利' 。
2. New Channel for Branding : You Tube video and other viral marketing technique has created new ways to ‘soft-pedal’ the brands – brands that are not ‘in your face’ yet ubiquitous. The marketing department needs to understand that their brand message needs to be less aggressive. 新的渠道品牌 ：你管視頻和其它病毒性營銷技術，已經形成了新的途徑，以'軟踏板 ' 品牌-品牌不是'在你的臉' ，但無處不在。營銷部門需要明白他們的品牌信息需要那麼冒進。

The most important conclusion the article makes is “Brands are not in control any longer, and those that let go and put the power in the hands of the user will do well”. Thus Web 2.0 has brought about major transfer of brand control. Let go of your control on your brand - is the message but it’s the hardest thing for a company to let go. But, sooner or later the businesses will understand that by democratizing their brand’s control, a far larger captive audience can be drawn to the product. Letting go of the control on the brand will automatically create an ecosystem of consumers who have the vested interest similar to that of the firm to make that brand successful. But the firm needs to manage and monitor that ecosystem. 最重要的結論，文章提出的是"品牌是無法控制的任何更長的時間 ， 和那些放手，並把控制權交給了用戶，將做好 " ，於是Web 2.0的，帶來了重大的轉讓品牌控制，讓去你的控制對你的品牌-是的訊息，但它的最困難的事情，一家公司要放手，但遲早的企業都明白，民主化自己品牌的控制，遠較大圈養觀眾可以提請該產品。兩手硬的控制論品牌，將自動創建一個生態系統的消費者，他們有既得利益類似表示，在該公司，使這一品牌的成功，但該公司需要管理和監測生態系統。

Take Dell as an example. Dell now provides computer with Linux operating system. There is a captive base of Linux fans who want the Dell Linux box to succeed. Dell marketing department can take advantage of the Linux users’ vested interest to create a sustained buzz both online of offline. Another Example is branding of 以戴爾為例，戴爾公司現在規定，計算機與Linux操作系統也有一個圈養基地的Linux愛好者頗感那些希望戴爾的Linux票房成功。戴爾營銷部門可以利用Linux的使用者既得利益者的利益，以創造一個持續的分類無論在線離線。另一個例子是品牌 Ron Paul 羅恩保羅 , the Republican Presidential Candidate here in the US. Yesterday his 中，共和黨總統候選人在這裡，在美國，昨天他 supporters raised $6 million 支持者提出6000000美元 on internet in a single day! All this was done by the supporters without coordinating with Ron Paul. Ron has set his initial vision for America and his supporter using online social media have empowered themselves to promulgate his brand. If you look at it, supporters of Ron have more control on his brand than Ron himself. Because of that, branding of ‘Dr. 因特網在一個單一的一天！一切之所以能這樣做，支持者沒有協調與羅恩保羅。羅恩已成立，他最初的設想，美國和他的支持者使用在線社會媒體都有權自行頒布他的品牌，如果你看看它，支持者對羅恩有更多的控制權，他的品牌比羅恩自己，因為，品牌的'博士 No’ is far more pervasive compared to other Republican and Democratic contenders. 不'是遠遠更為普遍比起其他共和黨和民主黨的競爭者。

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