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9月19日专稿(蒋均牧)“将AI请下神坛”,让它不再那么高不可攀,而是成为人人皆可获取的通用技术,正是如今华为云所要做的事情。
在2018世界人工智能大会这一世界级人工智能领域盛事如火如荼召开的同时,一组华为云的最新广告亦风风火火在上海地铁站和杭州机场上线。
C114在上海9号线漕河泾开发区站内看到,从通道到站台,已经在贴墙、灯箱广告的覆盖下焕然一新。无论是蓝底白图黄字的干净主基调,还是“做一个代码诗人,每一行都美得优雅”、“敢和IT大佬谈薪,不敢和老爸老妈谈心”、“擅长的技术,不再值钱;从头学习AI,不停向前”这样一句句走心的文案,都显得那么的与众不同。而在杭州萧山机场,华为云广告同样吸引眼球。广告画面中,一辆华为“智能号”高铁在三张蓝色巨幅广告中延伸,它满载充满“AI理想”的开发者,驶向即将在10月10日开幕的2018华为全联接大会。
华为云BU总裁郑叶来在2018中国国际大数据产业博览会上提出“普惠AI”,在他口中AI正在成为一种基本生产力,将深刻改变每一个行业,而华为云努力的方向就是“让大家用得起、用得好、用得放心”。华为中国区总裁鲁勇亦在“华为云中国行”杭州站上讲到,在AI应用越来越普及的今天,华为云正在积极与生态伙伴共建行业智能体生态圈,致力于“普惠AI”。那么面对连接现实世界和数字世界的一个核心群体,拥抱开发者,将是“普惠AI”落地实践的第一步。
拥有8万名研发人员的华为,显然比谁都更懂开发者。
从新广告说起:三个不同
郑叶来曾说华为云最不会打广告,但新广告的出现让所有人眼前一亮。
首先,从广告的出发点来看,之前的“华为云,联接企业的现在与未来”和“华为云,有技术、有未来、值得信赖”更多地从自身角度出发,以自信的态度清晰指明了华为云的战略愿景、解释了华为云是谁(什么);而新广告则从受众体验角度出发,讲述的是华为云能为他们做什么。
而这应该也是华为云品牌方面的宣传套路,开门见山、一锤定音地将华为云的整体形象和概念植入到受众脑中后,开始细分柔化,从不同的视点和角度,润物无声地针对特定人群强化华为云的某些特性。
其次,较之原先受众群的广泛而相对模糊,新广告定位非常明确,就是聚焦于写作“开发者”读作“程序猿”的这群人,而这也是国内充满“意识流”的科技广告中尤为罕见的。
开发者是事实上数字世界的创造者,每一段云上的源代码都是现实世界与数字世界连接的纽带;开发者也是互联网时代的明星,过去二三十年间他们的佼佼者层出不穷,成为弄潮时势的英雄。但却很少有人去关注作为个体的普通开发者们的生活或感受——疯狂迭代的技术应用和开发环境、日常繁重的工作压力、与日俱增的外部竞争和年龄危机,往往让他们的内心变得焦虑不安,无法专注创新本身。
最后,这体现在广告调性上,也从曾经的“高大上”和“偏硬”,变成了“接地气”和“温情”。新广告从开发者日常的生活、工作、未来三个角度面临的痛点切入,以漂浮人的插画形式展现他们内心的焦虑与漂浮不定,选色上蓝底宁静黄字活泼,结合满是“诗与远方”的文案,既抓人眼球又直戳内心中最柔软的部分。
更懂开发者的华为云
“用力活着用力爱哪怕肝脑涂地,不求任何人满意只要对得起自己。关于理想我从来没选择放弃,即使在灰头土脸的日子里”——Gala乐队的《追梦赤子心》中这样唱道。
开发者们无疑正是这样的一群人,穿着几十上百块钱的牛仔T恤、背着双肩包,在拥挤的地铁中通勤、加班到整个城市睡着,做的却是改变世界的事情。而他们怀揣的梦想、他们现实的焦虑,华为云看懂了。“代码被抄袭了,很生气,很开心”、“好奇心,是我的算法核心;学不够,是我的底层架构”、“精通多种编程语言,除了表白的蜜语甜言”……这些Slogan,唯有感同身受者方能提炼出。
技术的飞速进步让开发从标准化、单打独斗向个性化、协同作战迈进,未来的智能时代更将赋予每个开发者实现个性化创新的可能。作为一家“知本主义”的高科技公司,华为本身在开发体系、策略、技能与工具各个方面都有着强大的实力;所拥有的庞大开发者队伍,也使之对开发者们关注的问题和解决之道知之甚详。
近些年来的数字化转型实施,更让这家公司能够“在出售狗粮前自己先尝一尝、出售降落伞前自己先跳一跳”,比如其内部就有一朵“华为研发云”,依托全球数据中心实现了代码上云和作业上云,使各研发作业环节时间缩短50%、研发作业效率提升约1倍。AI技术也已深入其制造、物流、零售三大环节之中,使设备成品率上升到99.55%、使物流成本大幅降低效率大幅上升,并大大提升了零售安全。
如今,这些强大能力、深刻理解和内部实践成果都被充分注入到具备AI能力的全栈、全场景华为云开发平台,帮助开发者更快地掌握新技术,实现向智能开发转型,并将更多精力投入在需要原创型研发的地方。与此同时,基于华为云,开发者也能够真正实现生活与工作的平衡,做到新广告上所说的“梦想着改变世界,也要享受二人世界”、“做一个代码诗人,每一行都美得优雅”。
普惠AI,普惠爱
在整个人工智能产业热潮尘嚣直上的时候,关注具体的人、谈“普惠AI”,不仅是现实需要也是一种情怀。
“以ICT技术和云为基石,以AI为驱动”的第四次技术革命变革浪潮中,AI是当之无愧的主角。但尴尬的是普通人对AI往往有着高不可攀、只可远观之感;即便对企业而言,微软的智能机器人小冰、百度的无人驾驶汽车等依然略显科幻。他们只能对这些AI技术投来崇拜的目光,但心里多半会冒出一句“这和我好像没多大关系”。
但在华为云看来,AI并不简单的是一个独立的产品,更不是一个封闭的系统,它将成为一种基本生产力;AI适用于大部分的经济活动,将会让众多的行业在效率上产生倍增效应。这意味着每个人都应该从AI的发展中获益,而非为小部分群体所垄断。
那么,问题的症结在哪里?“过高的AI门槛限制了(我的)想象”。因此,华为云致力于以云服务的方式让AI变得触手可及,“让大家用得起、用得好、用得放心”——这既是“普惠AI”更是“普惠(众人之)爱”。
整体来看,华为云凭借公有云的公共模块,将AI技术模板化;基于华为的“三不”及安全认证,确保云服务安全值得信赖;借助华为的强大技术,让AI的演进迭代得到保障。
通过“让未来充满AI,华为云 普惠AI”的新广告,“普惠AI”渐渐露出了冰山一角,但相信仍有大量的未知信息潜于水下。今年10月10日到12日,华为将在上海举办面向全球的年度全联接大会,发布华为AI发展战略和全栈、全场景解决方案。届时,华为云将进一步揭示如何围绕AI构建生态生态系统,同时支持高校的研究、支持企业方便地获取AI,打造一个真正面向AI开发者和企业应用的AI开发平台和工具。
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The September 19th Special Edition (Jiang Junmu) "invites AI to the altar" so that it is no longer so high and unattainable, but becomes a universal technology available to everyone, which is what Huawei Yun is doing now.
While the World Congress on Artificial Intelligence, the world-class event in the field of Artificial Intelligence, is in full swing, a group of Huaweiyun's latest advertisements have been launched at Shanghai Metro Station and Hangzhou Airport.
C114 in Shanghai Line 9 Caohejing Development Zone Station, from the passage to the platform, has been pasted on the wall, lamp box advertising coverage of a new look. Whether it's the clean main tone of the blue background, the clear main tone of the Yellow characters, or the sentence "Be a code poet, every line is beautiful", "Dare to talk with the IT boss, dare not talk with his parents", "Good at technology, no longer valuable; Learn AI from scratch, keep moving forward" all seem so unusual. Same. And at Hangzhou Xiaoshan Airport, HUAWEI cloud advertising is also attracting attention. In the advertisement, a Huawei Smart High-Speed Railway stretches out in three huge blue ads, full of developers full of AI ideals, heading for the upcoming Huawei Full Connection Conference, which opens on October 10.
Zheng Yelai, president of Huawei Cloud BU, put forward the concept of "inclusive AI" at the China International Big Data Industry Expo in 2018. In his opinion, AI is becoming a basic productivity and will profoundly change every industry. Huawei Cloud's direction of endeavor is "to make everyone affordable, well-used and comfortable". Lu Yong, president of Huawei China, also told the Hangzhou Station of Huawei Cloud China Travel that Huawei Cloud is actively working with its ecological partners to build an industrial agent ecosphere dedicated to "inclusive AI" today when AI applications are becoming more and more popular. So facing a core group that connects the real world with the digital world, embracing developers will be the first step in the ground-up practice of GSP AI.
HUAWEI, which has 80 thousand R & D personnel, clearly knows more about developers than anyone else.
From the new advertisement: three differences
Zheng Yelai once said HUAWEI cloud will not advertise most, but the emergence of new advertisements will brighten everyone's eyes.
First of all, from the point of view of advertising, the previous "Huawei Cloud, linking the enterprise's present and future" and "Huawei Cloud, technology, future, trustworthy" more from their own point of view, with a confident attitude clearly pointed out Huawei Cloud's strategic vision, explained who Huawei Cloud is (what); From the perspective of audience experience, it is about what HUAWEI cloud can do for them.
And this should also be Huawei Cloud brand publicity routine, open-minded, a hammer of the overall image and concept of Huawei Cloud into the audience, began to subdivide and soften, from different perspectives and angles, Runwu silently targeted at specific groups to strengthen some of Huawei Cloud characteristics.
Secondly, compared with the widespread and relatively vague audience, the new advertising positioning is very clear, focusing on writing "developers" read "program apes" group of people, which is also full of "stream of consciousness" in the domestic technology advertising is particularly rare.
Developers are in fact the creators of the digital world, and every piece of cloud source code is the link between the real world and the digital world; developers are also the stars of the Internet age, and their leaders have emerged in endlessly over the past two or three decades to become heroes of the tide. But few people pay attention to the lives or feelings of ordinary developers as individuals - Crazy iterative technology applications and development environments, day-to-day stresses, growing external competition and age crises, often making them anxious and unable to focus on innovation itself.
Finally, this is reflected in the tone of advertising, but also from the "tall" and "hard" to "earthed gas" and "warmth". The new advertisement starts with the painful points facing developers from three perspectives: daily life, work and the future. It shows the anxiety and uncertainty of the floating people in the form of illustrations. It combines the lively yellow characters with the quiet blue background and the full text of "poems and distances" to catch people's eyes and prick the softest part of their hearts.
Hua Weiyun, a better developer
"Live hard and love hard even if you don't want anyone to be satisfied, as long as you can afford to be yourself. I never give up on ideals, even in dirty days, "Gala sings in Dream Hunting.
Developers are undoubtedly the kind of people who wear tens of hundreds of dollars in jeans T-shirts and backpacks, commute on crowded subways, work overtime and fall asleep in the city, but do things that change the world. And their dreams and their real anxieties, HUAWEI cloud understood. "Code has been copied, very angry, very happy", "curiosity, is the core of my algorithm; not enough, is my underlying architecture", "proficient in a variety of programming languages, in addition to the honeymoon of expression"... These Slogan can only be extracted by empathy.
The rapid progress of technology has made the development from standardization and single-handedness to individualization and collaboration. The future intelligent era will give every developer the possibility of personalized innovation. As a "knowledge-based" high-tech company, Huawei itself in the development system, strategy, skills and tools in all aspects have a strong strength; the huge team of developers, but also make it opposite.
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