Lesson 3 Michael Dell.docx
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Lesson 3 Michael Dell.docx
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Lesson3MichaelDell
LessonThreeMichaelDell’sTwo-Billion-DollarDream
I.Teachingobjectives:
Getthestudentstolearnsth.FromthesuccessstoryofMichaelDell.
II.Teachingfocus:
1.words:
prospect;hefty;markup;surplus;excess;inventory;vengeance;painstakingly
figure;youngster;drive;confess;edge;
2.Phrases:
amazeof;attachto;joinin;callitaday;reelin;beimbuedwith;figureout;getoutof;inprospect;withavengeance;heapup;cometogripswith;specializein;keeppacewith;panout;edgeout;
3.Structures:
III.Warm-upActivities:
a)HowmuchdoyouknowaboutMichaelDellandBillGates?
b)WhatarethekeystoDell’ssuccess?
c)WhatarethequalitiesthatdistinguishDellfromothers?
d)Howmuchdoyouknowaboutthecomputergiant?
e)IsthereanythingyoucanlearnfromDell?
f)Listorgroupwordsandexpressionsaboutbusinessandtradeinthispassage.
g)Telltheclassmoreaboutwordsorexpressionsconcerningcomputertechnology.
SupplementMaterials:
IT/informationtechnology;superintegratedcircuits;
giantultra-high-speedcomputer;thirdgenerationmobile;3Gmobile
TCP/IP---transmissioncontrolprotocol/internetprotocol;
computerviruses;computercrime;e-mail/electronicmail;e-management
e-currency;e-commerce/EC;e-business;e-businesscertification
high-speedbroadbandnetworks;bulletinboardsystem/BBS;opticalvalley
CD-ROMmagazine;photo-communication;opticalcommunication
wideareanetwork(WAN);Chinesecharacterprocessingsoftware;hacker
Y2Kproblem;cyberculture;centralprocessingunit(CPU);interface
localareanetwork(LAN);artificialintelligence(AI);human-computerinteraction
softwarewizard;punchthecard;stampthecard;systemhalted;extranet
WorldWideWeb(WWW);_ybercafé;cybereconomy;cyberspace
Cyberworld;netizen;web-surfing;cybercrime;shoppingonline
cyberbusiness;webpage;website;offline;download
TelecommunicationManagementBureauofMinistryofInformationIndustry
informationsuperhighway;informationrevolution;informationcontent
informationize;InformationTechnologyAgreement(ITA);virtualnet
virtualreality;liquidcrystaldisplay(LCD);two-waychargesforcellularphones
Internetserviceprovider(ISP);Internetapplications;online;palmcomputer
laptop;GovernmentOnlineProject;Chineseinformationprocessingsystem
homepage
IntroductiontoDell:
MichaelDellisthechairmanandchiefexecutiveofficer(CEO)ofDellComputerCorp.whichhefoundedin1984with$1,000andaninnovativeidea:
sellcomputersystemsdirectlytocustomers.Byusingthisapproach,Dellhasmadeitselftheworld’smostpreferredcomputersystemscompanyandachiefproviderofproductsandservicesneededininformationtechnologyandInternetinfrastructure.In18years,thecompany’ssaleshavegrownto$31.2billionforthepastyear.
Becauseofthesuccessofthecompany,Mr.Dellhasbeenhonoredmanytimes.Hewaslistedasoneofthe25mostinfluentialglobalexecutivesin2001andhasbeennamedonvariousoccasionsandbymanyimportantbusinessmagazinesas“ChiefExecutiveoftheYear”,“ManoftheYear”,“TopCEOinAmericanBusiness”etc.
In1999,DellwrotethebookDirectFromDell:
StrategiesThatRevolutionizedanIndustry,whichimmediatelybecameabest-seller.
DellComputerCorporation,majormanufacturerofpersonalcomputers,computerperipherals,andsoftware.Amongtheleadingproducersofcomputersintheworld,DellsellsitsproductsdirectlytocustomersthroughtheInternetandmail-ordercatalogsratherthanthroughretailoutlets.ThecompanyisbasedinRoundRock,Texas.
Dellwasfoundedin1984byMichaelDell.In1983,duringhisfreshmanyearattheUniversityofTexas,heboughtexcessinventoryofRAMchipsanddiskdrivesforIBMpersonalcomputersfromlocaldealers.Heresoldthecomponentsthroughnewspaperadvertisementsatpricesfarbelowretailcost.By1984hissalestotaledabout$80,000amonth.InApril1984Delldroppedoutofschooltolaunchhiscompany.
ThenewcompanysoonbeganmanufacturingitsownIBM-compatiblecomputersunderthenamePCsLimited.BecauseDellsoldcomputersdirectlytousersthroughadvertisementsinmagazinesandcatalogs,thecompanycouldpriceitsmachineslowerthanthosesoldthroughretailstores.Salesreachednearly$6millionduringthecompany’sfirstyear,climbingto$34millionthefollowingyear.By1987Dellwastheleadingmail-ordercomputercompanyintheUnitedStates.Thatyearitcreatedasalesforcetotargetlargecorporationsandbeganaddinginternationalofficestocapturethedirect-mailmarketoutsidetheUnitedStates.
Whilethecompanycontinuedtogrowrapidly,Dellexperiencedaseriesofsetbacksthathurtprofits.In1990thecompanybegansellingcomputersthroughretailstores,aneffortitabandonedin1994.In1991Delllaunchedalineofnotebookcomputers,butqualityproblemsandinadequateproductionplanningforcedthecompanytostopsellingthemforayear.In1994Delllaunchedanewlineofnotebookcomputersandexpandedeffortstoincreaseoverseassales.Dellalsobeganfocusingonthemarketforservers,whicharecomputersusedtorunlocalareanetworks.
Bythelate1990s,Dellwasfirmlyinplaceastheworld’snumberonedirectsellerofcomputers.Morethan50percentofthecompany’scomputersalestransactionstookplaceviaitsWebsite,whichgeneratedworldwidesalesinexcessof$40millionaday
IntroductiontoBillGates:
Gates,WilliamHenry,III(1955-),Americanbusinessexecutive,whoservesaschairmanandchiefsoftwarearchitectofMicrosoftCorporation,theleadingcomputersoftwarecompanyintheUnitedStates.Gatesco-foundedMicrosoftin1975withhighschoolfriendPaulAllen.Thecompany’ssuccessmadeGatesoneofthemostinfluentialfiguresinthecomputerindustryand,eventually,oneoftherichestpeopleintheworld.
BorninSeattle,Washington,Gatesattendedpublicschoolthroughthesixthgrade.IntheseventhgradeheenteredSeattle’sexclusiveLakesideSchool,wherehemetAllen.Gateswasfirstintroducedtocomputersandprogramminglanguagesin1968,whenhewasintheeighthgrade.ThatyearLakesideboughtateletypemachinethatconnectedtoamainframecomputeroverphonelines.Atthetime,theschoolwasoneofthefewthatprovidedstudentswithaccesstoacomputer.
Soonafterward,Gates,Allen,andotherstudentsconvincedalocalcomputercompanytogivethemfreeaccesstoitsPDP-10,anewminicomputermadebyDigitalEquipmentCorporation.Inexchangeforthecomputertime,thestudentstriedtofindflawsinthesystem.GatesspentmuchofhisfreetimeonthePDP-10learningprogramminglanguagessuchasBASIC,Fortran,andLISP.In1972GatesandAllenfoundedTraf-O-Data,acompanythatdesignedandbuiltcomputerizedcar-countingmachinesfortrafficanalysis.Theprojectintroducedthemtotheprogrammable8008microprocessorfromIntelCorporation.
WhileattendingHarvardUniversityinCambridge,Massachusetts,in1975,GatesteamedwithAllentodevelopaversionoftheBASICprogramminglanguagefortheAltair8800,thefirstpersonalcomputer.TheylicensedthesoftwaretothemanufactureroftheAltair,MicroInstrumentationandTelemetrySystems(MITS),andformedMicrosoft(originallyMicro-soft)todevelopversionsofBASICforothercomputercompanies.GatesdecidedtodropoutofHarvardinhisjunioryeartodevotehistimetoMicrosoft.In1980MicrosoftclosedapivotaldealwithInternationalBusinessMachinesCorporation(IBM)toprovidetheoperatingsystemfortheIBMPCpersonalcomputer.Aspartofthedeal,Microsoftretainedtherighttolicensetheoperatingsystemtoothercompanies.ThesuccessoftheIBMPCmadetheoperatingsystem,MS-DOS,anindustrystandard.Microsoft’srevenuesskyrocketedasothercomputermakerslicensedMS-DOSanddemandforpersonalcomputerssurged.In1986Microsoftoffereditsstocktothepublic;by1987rapidappreciationofthestockhadmadeGates,31,theyoungesteverself-madebillionaire.Inthe1990s,asMicrosoft’sWindowsoperatingsystemandOfficeapplicationsoftwareachievedworldwidemarketdominance,Gatesamassedafortuneworthtensofbillionsofdollars.Alongsidehissuccesses,however,Gateswasaccusedofusinghiscompany’spowertostiflecompetition.In2000afederaljudgefoundMicrosoftguiltyofviolatingantitrustlawsandordereditsplitintotwocompanies.Anappealscourtoverturnedthebreakuporderin2001butupheldthejudge’srulingthatMicrosofthadabuseditspowertoprotectitsWindowsmonopoly.InNovember2001MicrosoftreachedasettlementwiththeU.S.JusticeDepartmentandninestates,andayearlater,thesettlementwasupheldbyafederaldistrictcourtjudge.(FormoreinformationonthehistoryofMicrosoft,seeMicrosoftCorporation.)
Gateshasmadepersonalinvestmentsinotherhigh-technologycompanies.Hesitsontheboardofonebiotechnologycompanyandhasinvestedinanumberofothers.In1989hefoundedCorbisCorporation,whichnowownsthelargestcollectionofdigitalimagesintheworld.
Inthelate1990sGatesbecamemoreinvolvedinphilanthropy.WithhiswifeheestablishedtheBill&MelindaGatesFoundation,which,rankedbyassets,quicklybecameoneofthelargestfoundationsintheworld.Gateshasalsoauthoredtwobooks:
TheRoadAhead(1995;revised,1996),whichdetailshisvisionoftechnology’sroleinsociety,andBusiness@theSpeedofThought(1999),whichdiscussestheroletechnologycanplayinrunningabusiness.
In1998GatesappointedanexecutivevicepresidentofMicrosoft,SteveBallmer,tothepositionofpresident,butGatescontinuedtoserveasMicrosoft’schairmanandchiefexecutiveoffice
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