IT Strategy资讯科技策略

Wall Street Journal tech blog, 华尔街日报科技博客， How to Do IT on the Cheap 怎样做对廉价 is about the IT strategy at Virgin America. 是有关资讯科技策略，在美国维尔京。 If you have paid access to Wall Street Journal’s Web Site then you can also read about 如果您有支付进入华尔街日报的网站，然后你也可以阅读有关 Virgin 美属维尔京 America flies new IT path 美国新的苍蝇，它的路径 . 。 Both these articles discuss how Virgin America is breaking new ground when it comes to IT infrastructure. 无论这些文章，讨论如何维尔京，美国是开拓新的地面，当谈到IT基础设施。 They are planning on reducing their IT related costs by mainly outsourcing everything including customer support. 他们正计划对减少其与资讯科技有关的费用主要由外包一切，包括客户的支持。 Instead of mainframes that is used by the other airlines, they are using Linux based servers. 而不是主机是使用由其他航空公司，他们所使用的基于Linux的服务器。 Both the articles talk positively about the Virgin America’s IT initiatives. 双方谈的文章积极评价美属维尔京，美国的资讯科技措施。

Before we applaud this move as ‘out of the box’ thinking, let’s evaluate this from the company’s strategic perspective. 之前，我们赞扬此举作为'出来的方块，思想观念，让我们评估，这从该公司的战略眼光。 According to 据 Micheal Porter 迈克尔波特 there are 2 types of competitive advantage which a company can utilize to build ‘economic moat’. 有2个类型的竞争优势，其中一家公司可以利用建立的经济护城河' 。

1. Cost Advantage 成本优势

2. Differentiation Advantage 分化的优势

If Virgin America is planning on using Cost Advantage strategy then they are setting themselves to fail. 如果美属维尔京，美国现正计划用成本优势的策略，然后他们设定自己要失败的。 Guess what; in the overcrowded airline industry especially in the US there is cutthroat competition for being the low cost carrier. 猜什么，在挤迫的航空业，特别是在美国有残酷的竞争正在低成本承运人。 Southwest has a proven successful model and it is difficult to beat them on the merits of cost advantage by itself. 西南有一个证明是成功的模式，这是很难击败他们对案情的成本优势本身。 Many airlines have tried in the past and have failed. 许多航空公司曾尝试在过去都失败了。 Jet blue might be the only exception. 喷气蓝色可能是唯一的例外。 I will write more about Jet Blue’s IT strategy in my later blog. 我会写更多关于Jet蓝色的资讯科技策略，在我后来的博客。

But based on other Virgin products, personally I would like bet that Virgin America is planning on using Differentiation strategy. 但基于其他美属维尔京产品，我个人想打赌美属维尔京，美国现正计划使用的分化策略。 To start off they have a well known brand ‘Virgin’ that is widely recognized in US. 开始起飞，他们有一个人所共知的品牌 ' 处女'这是举世公认在美国。 They also intend on using ‘plush’ features on their airplane (like leather seats, entertain system etc.) to make the in-flight experience comfortable. 他们还打算就用'的毛绒'的特点对他们的飞机（如真皮座椅，娱乐系统等） ，使在飞行中的经验，舒适。 I believe providing superior ‘flying experience’ is the only way they are going to survive this airline industry. 我相信能提供绝佳的'飞行经验'是唯一的出路，他们要生存，这个航空业。

Crowded airports/ runway and long lines at security is making travelers long for a comfortable flying experience and may be willing to pay higher for that experience. 拥挤的机场/跑道和长期线的安全是旅客，只要一个舒适的飞行经验，并可能愿意支付较高的经验。 Who are these customers? 谁是这些客户？ This is where gathering customer related information becomes very vital. 这是收集客户的相关信息变得非常重要。 Ferreting out intelligence from that information is equally critical. ferreting情报从信息是同样重要。 In my opinion Virgin America needs to start investing in CRM, Data Warehousing and BI tools to identify the right customers. 在我认为美属维尔京，美国需要开始投资在CRM ，数据仓库和BI工具，以确定合适的客户。 They can get away by outsourcing initially. 他们可以摆脱由最初的外包。 But as the data grows, depending on an outsourced company to provide the infrastructure to gather the intelligence from information is extremely risky proposition. Never outsource your core competency! 但由于数据的增长，取决于外包公司提供的基础设施，以搜集情报资料是非常危险的命题。 从来没有外包您的核心竞争力！

Buried in the WSJ 埋在华尔街日报 blog 博客 they do talk about Virgin America’s homemade software (no details available). 他们谈论美属维尔京美国的国产软件（详情不明） 。 If that homemade software is specific to Virgin America’s business strategy, they are doing everything right. 如果说，国产软件是针对美属维尔京美国的商业策略，他们所做的一切权利。 If the customized software is only about cost savings and nothing to do with understanding ‘customer life time value’, then sorry to say, in a few years they will be Southwest look alike. 如果定制软件是只有约节省成本和并不了解客户的生活时间价值 ' ，然后遗憾地说，在几年内他们将西南看一样。

Update: Nov 30, 2007 更新： 2007年11月30日

Finally, today I got motivated to blog about 最后，今天我得到的动机到博客约 Jet Blue’s IT Strategy 喷气蓝色的资讯科技策略 . 。

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Tags:标签： Strategy策略 , ， IT Strategy资讯科技策略 , ， Michael Porter迈克尔波特 , ， Virgin America美国美属维尔京 , ， Information Technology信息技术 , ， Linux Linux的 , ， Differentiation分化 , ， BI毕 , ， CRM客户关系管理 , ， Outsourcing外包 , ， Business Intelligence商业情报 , ， Business Strategy商业策略

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