ITOT - Case 5 (The Pair Who Bring Video To Most PCs by Joyce Huang) - page 44

Furthermore, another case that relate with the innovation and transformation of the organization in the Forbes magazine that I read is “The pair who brings video to most PCs” written by Joyce Huang in page “44”. The case is about the CyberLink Company in the Taiwan that organizes by the husband and wife affairs and along with 400 creative-copier engineers.

The CyberLink Company is organized by the Chief Alice Chang and the Chairman Jau Huang. The CyberLink is an outfit whose code today is vital to improving video on many a personal screen. The Cyberlink nowadays become the famous video playback software in the Taiwan. This is because the chief Alice Chang shows her leadership in global sales and market and the Chairman Jau Huang show him leadership in the technologies part. The chairman role is as a “dreamer” who peps out the company’s engineers with his blueprint. The successful of company Cyberlink is because of the collaboration of technology and the global sales and market techniques.

In my opinion, the chief and chairman of the company CyberLink is show their specifics traits and characteristics of the leaders for successful in transformation of the organization. The specifics traits and characteristics shown by the chief and chairman of the Cyberlink are bright, alert and intelligent. The chairman take him responsibilities on develop and creating the innovation of technologies for using in the PC and the notebook. Furthermore, the chairman also show he leadership for bring out the teams for creating the new innovation ideas on the technology such as the playback video for successful in the organization.

Moreover, the chief of the Cyberlink show her bright and intelligent in the skills of sales and marketing. She play a roles for communicate with other company for collaboration with her company. The company Microsoft is cooperating with the Cyberlink for integrate the Window 7 with the new video playback software in the PC and notebook. The techniques are now being research between these two companies and if success will release on Christmas. In addition, she also skillful in selecting the workers and divide the job for them follows of their personalities and capabilities. The 400 creative-copier engineers are capable to deliver whatever spec request by the customers. According to their employee, the group of “strong woman, happy man” combination works well. They make the employee think creativity.

The company Cyberlink working to deliberately create a climate that is conducive to innovation for the technologies of the video merging with the PC and change is emerging as a critical factor for organization growth and survival. The Cyberlink is try hard for growth the business. They create many innovation product or software for implementing in the PC and notebooks. The leadership behavior in the Cyberlink helps in changing the climate of the organization. The intelligent of the chief and chairman has transformed the Cyberlink from a small software company to a famous software company and compete with the hardware making company.

The method they using for success in transformation the organization is collaboration with other company and using the innovation to develop the new product and service. The Cyberlink has estimated 70% market share for the PowerDVD playback software that allows the computer to play video from a disk or media files, and even bookmark favorite scenes. This is the software that added to the PC and notebooks. Without this software, the PC and notebook cannot play the video and watching the movies in the screen. After the Cyberlink introduce this software and implementing it in all the PC and notebooks. They found that it is not sufficient in the functionality of the software playback DVD.

They used the creativity and innovation to add the new functionality in the software playback DVD. Its extended multimedia product lines includes burning, editing, sharing, “authoring” and recovering such material on PC and notebooks or netbooks. According to Chang, Intel approach them first when they were stills nobody and utilized they PowerDVD. Intel implement this software in it product and attractive the customer. This method increases the business value not only for Intel but also the Cyberlink. Another year, the Cyberlink is design and develop software called the WinDVD Software. This software is creating for replace the defect of the PowerDVD. The functionality of the WinDVD more powerful and attract the customer. The WinDVD focus on the play-back quality [smoothness] and thus decode every frame of the content, which takes many sources to run. In addition, the Cyberlink also compete with the competitor by increasing the functionality of the software. For example, the Cyberlink uses less power or battery drains while performing similar functions of the software with other company.

Moreover, the Cyberlink also gained upgraded partnerships with Microsoft, as the giant’s first Taiwanese “global independent software vendor”. The company Cyberlink cooperate with the Microsoft will collaborate on applications for the next generations Windows 7 Operating system. These could allow touch screen uses as well as better video play on even low-end notebooks. They also face some difficulties on collaboration of Microsoft. The application is being tricky because the analysts are mixed on the new partnerships. The idea comes out maybe different between the two companies.

In conclusion, in the whole magazine that I read found that all the case is focus on the important of innovation using for transformation of the organization. The four core element is focus that is people, context, method, and outcome. Furthermore, the leadership of the CEO, CIO and employee is play an important roles for successful in an organization. The leadership is everyone’s business in an organization. Everyone must function as a leader at some time and in some arena.

From the Forbes magazine, I get a lot of knowledge of how to using the innovation for success and challenging of transformation for the organization. Moreover, the new technology and issue that have been exists in the market and the technique they use this technology for increase the business value of the organization. Furthermore, how the organization face the economy downturn and success after this.