"Cloud computing" is a kind of public resources media development must not blindly advance

At the annual meeting of the China News and Technology union held in Harbin on July 11, 2012, Jiang Jinzhang made a speech on "media innovation: the interaction between organizational management transformation and technological change". This reporter interviewed Professor Jiang Jinzhang on how to grasp the "cloud computing", how traditional media applied new technologies, and the technical management of media.

Q: Now "cloud computing" rage, domestic and international policies to encourage the development of "cloud computing." Traditional media should not develop "cloud computing", how to view the role of "cloud computing" in the media?

A: "Cloud" is a basic service, just like "electricity". Early development of enterprises, to build their own power plants, then the social power plant costs the lowest, more convenient service, the Enterprise no one built their own power plants. "Cloud computing" should be a public resource, is a social computing center, the country has several large "cloud computing" centers is enough, do not need enterprises, the media have developed their own "private cloud." Technology companies that provide "cloud computing" should shift to service companies. As a media, there should be a substantial reduction in the investment in basic technical facilities and the full utilization of public resources. Media to do their core business, content, advertising, programs, entertainment, if according to industry value division, divided into customer service, media marketing, media content packaging, media content production, professional collection and exchange, media planning. The media is "cloud computing" users, not research and development and construction units.

Q: In the "Cloud computing" tide, the media how to connect with the "cloud"? What does the media think of technology companies using "cloud computing" for technology promotion?

A: The media needs to understand "cloud computing" to solve what problem, is the efficiency problem, or cost problem. There is no point in increasing the efficiency of media production and increasing social costs. "Cloud computing" is the integration of social resources, reduce the total cost of society, solve every worker anytime, anywhere socialized production.

Now our technology users are in conflict with technology advocates. The promoter of "cloud" understanding of the early, and commercial interests, then they consider local interests, sometimes do not take into account the total cost of social decline. In the "cloud computing" early input, wasteful investment will be relatively large. The media needs to play games with technology companies to improve their technical literacy. Technology advocates should also look beyond the long-term interests, not just temporary benefits, reduce short-term behavior. Society, especially in the media industry to introduce a large number of social third-party technology popularization, so that the application of new technologies to form the maximization of social interests.

"Cloud computing" companies must turn to service companies. Like a five-star hotel, the first to build a large enterprise, and then users pay service fees used, users will certainly not participate in hotel construction. "Cloud" construction process, not only let the media set up "cloud computing", build "cloud" units also have to bear the existing media computing or network Center integration into the "cloud" to play social benefits. In the future, "cloud" is built more, also need to form "cloud net", like national power grid, form huge social cloud resources, can really play a role. Windows System Light Development printer is more than 3,000 people, why so many people, because the world has hundreds of kinds of printers, Windows standards applicable to every printer in the world, is universal software, your own research and development can only adapt to a few printers, not to achieve the results of universal.

Q: The media to develop the use of "cloud computing", what should be done to prepare, from where to start?

A: The future use of "cloud computing" resources, the media should not do their best to do their own content, well suited to the "cloud" platform to run the content. The media should be prepared for the development of "cloud computing", should determine the standard of "cloud", the future of the internal Information Center to do well with the "cloud" of the preparation, the media within the resources to carry out effective integration. It is important for technology companies to digitally transform the production process of the media, to establish individual self-help work portals for each employee, to develop intelligent software for allocating resources, to improve efficiency and reduce costs for the core business of each medium. The media used to be organized according to the needs of production and business design, plus the staff-centric personal portal. The digital phase is to ask the information center, the organization through the portal to release the task, in the computing resources socialization platform, complete the work, increase the application.

Q: In the process of applying new technology, what problems should the media pay attention to in technology management?

A: Media application of new technologies should avoid to go into the wrong. What needs to be popularized is that cloud computing will be a public resource and an infrastructure in the future. If the media now invest in so-called "cloud computing", 5 years later, you will become a heap of rubbish, because you can not keep up with technology company's technology update pace.

Media users also have to discard three misconceptions. First, the establishment of their own rollout production system. Second, the public is not safe after. Is it safer to keep money in the bank and lock it at home? Bank security, of course. This is the security of social public service, far more than the security of an individual. But people don't realize the problem. Many websites put the server in their own room, which is wrong. In the socialized public computer room, all the security configuration is completely enough, and there is a problem, he can afford it. Third, the right to control. We will think that we build cloud platform, Cloud computing Center, all the staff services are managed by me, I told them what to do. There are problems, one is that all of your technical expertise is not high enough, high technical experts you not only can not afford, but also the introduction of media, two years of technical level lag behind; the second is that the professional tools and equipment you have configured are not good enough; third, if there is a problem, the responsibility cannot be transferred.

In the media technology management, equipment maintenance, also need social services. The Shanghai Securities newspaper expressly stipulates that the technical department is only engaged in technical management. The newspaper has a long-term strategy of service companies, all of the desktop management, is by the service company assigned to the maintenance personnel to manage, delegated technicians 24 hours on duty, once the network paralysis, its technical force is strong. If it is internal management, once the problem, internal personnel can not control, and then find people in the community, time delay lost.

Jiang Jinzhang Resume

Professor, doctoral tutor and director of New Media Management Institute, School of Media and Design, Shanghai Jiaotong University.

Born in Jiangsu in 1958. Nanjing University of Aeronautics and Astronautics Management Engineering master, Graduate School of Business Management in Nanking, Nanjing University of Business Management postdoctoral mobile station and the entire group limited scientific research Workstation station postdoctoral In the early years, Jiangsu province Jinhu County General machinery factory and Rolling Mill Factory director, also served in Jiangsu Province Planning Commission. He has served as the general manager of Nanjing Securities Department, Jiangsu Jin Shin Securities Company, Nanjing Fortune Real Estate Development Co., Ltd., and is still a part-time professor at Nanjing University Business School, Shanghai Securities Daily and China Securities network chief strategist.

Honorary reward: Nanjing University outstanding doctoral student title; seventh session of OA typical application of Advanced individuals Award (National Information Center/Office Automation International Symposium, 2007.11), "Xuan News Science and Technology Award" First Prize ("Shanghai Securities Report Media Production management Platform" project) winners.

Representative Achievement: Publishing the Theory of Knowledge Reconstruction: a management philosophy and methodology beyond the Times "new media management" and other monographs, published a number of papers, mainly include: "China's newspaper Trans-regional Business Strategy research", "on knowledge reconstruction in enterprise innovation status and role", "urban newspapers in the era of post-monopoly competition strategic choice", "New media management characteristics and management concept change" and so on. (Edit: Elaine)

(Responsible editor: The good of the Legacy)