Менеджеры и менеджмент (Executives and Management). Коломейцева Е.М - 14 стр.

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UNIT TWO
GLOBAL COMMUNICATIONS AND MANAGEMENT
This unit deals with high-tech innovations and management. Information isolated is information denied. A fact. An
idea. An opinion. Without communication, there is no action. Communication doesn't just happen. It takes the right
business tool.
T a s k 1. Read, translate and discuss the following text.
Global communications
The world is entering an era of unlimited processing power and bandwidth (the ability of a network to carry in-
formation). The growth of the Internet and the consequent demand for more bandwidth has led to a frenzied race to de-
velop and deploy new technologies.
Global communications markets are going through the greatest transformation since the invention of the telephone
and the rise of government-controlled monopolies. Around the globe, deregulation means that entrenched telephone
monopolies are facing fierce new competition. The growth of Internet commerce and the rise of data traffic mean that
new broadband multimedia networks are being built to supplant voice-only networks. New fiber-optic cables are being
laid across the world's oceans with multiple landing points at the same time that low-earth-orbit satellites are being
launched and deployed to drop T-1 lines out of the sky.
Transatlantic cables and all other new cables are designed to carry more than voice. Voice traffic is shrinking as an
overall percentage of all communications traffic. Current demand is for new and improved Internet Protocol (IP) net-
works that will handle voice, data, audio and video – the Holy Grail du jour of telephony.
The world's global communications network is a patchwork quilt of terrestrial and satellite links and undersea ca-
bles that is constantly changing. Quality and costs vary dramatically. But that will improve.
T a s k 2.
A. Pre-reading questions:
1. Have you ever read about digital office devices?
2. What kind of office device do you know?
3. What are the advantages and disadvantages of office devices?
B. Read and translate the text.
Renovating The Workplace With Digital Technology
By now we know the revolution will never abate. In the next few years, as advances in digital technology continue
to emancipate information from the printed page, the nature of work and our notion of the job will change profoundly. It
stands to reason that the office – as the place where work is performed, information shared and knowledge created –
will undergo a similar, and no less starting, metamorphosis. In fact, a brave new breed of digital technologies has al-
ready begun to transform the familiar office landscape from a highly structured, physically constrained workplace into a
virtually unbounded collaborative space.
Today, digital office devices are converting information historically delivered in the form of newspapers, maga-
zines and books into bits – electronic strings of 1s and 0s that can be zapped around the globe in a heartbeat. Hewlett-
Packard, for example, recently introduced the HP 9100C Digital Sender. This workgroup communication device digi-
tally compresses text and images from product brochures, bills of lading or office correspondence into electric files,
which can be transmitted to colleagues via e-mail. Digital Sender also allows users to send the electronic files to net-
worked fax machines, PCs and printers.
Digital Sender is only one component of Hewlett-Packard's broader vision of the digital office of the future. This
vision is based on a concept called utility computing, in which the flow of digital information is effortless and accessi-
ble – and as inconspicuous as the electrical current. Ultimately, Hewlett-Packard envisions infrastructure so pervasive
and dependable that it will melt imperceptibly into the office landscape.
Xerox's digital office strategy is no less innovative or compelling. At the company's Palo Alto Research Center,
researches have developed a community-based approach to the design and use of digital technology for the office.
Xerox's Document Centre solutions allow workgroups to perform digital copying, printing, faxing and scanning from
the desktop.
"Documents – whether paper or digital – are among the most important intellectual assets a company has," notes
Tom Durkin, vice president of strategy and business development, Xerox Office Business Unit. "They can capture the es-
sence of an idea, provide direction to a group or articulate an organization's hopes and dreams for the future. Through our
Document Centre systems, we've essentially reinvented the hallway copier as a portal through which documents pass into
and out of a broader community of users."
Novell is helping transform the office from a stationary place centered around the desktop computer and telephone
into an intelligent networked environment that enables individuals to do business anywhere – at any time. GroupWise,

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