| T.R | Title | User | Personal
Name | Date | Lines |
|---|
| 2129.1 | Tail wags dog? | MR4DEC::FBUTLER | | Thu Sep 24 1992 13:17 | 20 |
| re: .0
One of the reasons maybe that once again we have been too eager in
wanting to present some "good" news about DEC, and have pushed ALPHA to
quickly with the press/customerbase, and are now having troubles
delivering...I keep hearing about slips in OSF f/t dates, porting
problems, (GKS and ORACLE), and god knows what else.
Incidently, this prospect scares me to death, and has since before
DECworld...with our current "state-of-affairs" we can ill-afford to
stumble like this on a product rollout. Keep in mind that there have
only been "program announcements", as opposed to a product
announcement. It seems to me that this is something we have created to
make ourselves feel comfortable, but is meaningless to the public.
When Ken stood on the stage at the stockholders meeting last november
and pointed to a prototype pc style box, and talked about Alpha,
everyone began counting the days. For the most part, I think they are
still counting?
Jim
|
| 2129.2 | Re: 2129.1 | STAR::PARKE | True Engineers Combat Obfuscation | Thu Sep 24 1992 14:06 | 5 |
| > delivering...I keep hearing about slips in OSF f/t dates, porting
> problems, (GKS and ORACLE), and gog knows what else
Hmm, VMS Seems to be on track
|
| 2129.3 | Patience - Our time will come | MAIL::ROGERS | | Thu Sep 24 1992 14:13 | 18 |
| H-P and Intel have both done a good job of de-fusing our program
announcements by making program announcements of their own. They've
basically said that by the time Alpha is fully available and supports
all commercial software, they will be shipping chips with "similar"
performance.
We could say, "Yes, but our follow-on will be even faster...", but we
probably need to deliver in quantity before such counter-claims will be
taken seriously.
And IMHO, although Alpha is critical to our future, it is not
sufficient to guarantee our success. We must become truly competitive
and customer-oriented in attitude, thought and deed. At this point,
I think we're like the alcoholic who has finally hit bottom and finally
decided to change. Now we all have to work hard and learn how to
live sober.
|
| 2129.4 | FUD gets overturned by reality! | IW::WARING | Silicon,*Software*,Services | Thu Sep 24 1992 15:01 | 7 |
| Most customers are still wearing that invisible headband that reads:
"What's in it for me".
A chip that's not selling in CPU's has no MIPS... or useful applications.
- Ian W.
|
| 2129.5 | Press Clipping "pointer" - fyi | GRANMA::EHEROLD | The only constant is change! | Thu Sep 24 1992 15:48 | 296 |
|
Subject: Alpha Directory of Public Information
4/1/92
4:30 pm
---------------------------------------------------------------
SPECIAL NOTICE: The hotline for customer information is
1-800-DEC-2717 or 1-800-DEC-2515 (TTY), or (508) 568-6868 (local),
NOT 1-800-DIGITAL as some copies of the information sheet state.
----------------------------------------------------------------
SPECIAL NOTICE: The directory MSBCS"ALPHA_CUST":: contains
several files that have been made available online externally (e.g.,
Internet). The file ABOUT_CRL.TXT describes one of the
distribution methods.
----------------------------------------------------------------
Alpha Public Directory
Copy files into your account by typing:
SPOOL COPY MSBCS"ALPHA_INFO"::filename *.*
Report any problems, comments, or questions to MSBCS::ALPHA_INFO.
Additional information can be found on VTX OPAL. Use the "Alpha"
keyword, or look for Alpha on the Marketing Group menu.
If you are creating your own Alpha presentation from scratch using
DECpresent, you need to copy all the files starting with "CUSTOM_"
into your account.
This directory contains the following types of files:
.sli revisable DECpresent Version 1
.doc revisable DECwrite Version 2
.ps PostScript
.txt ascii
.eps encapsulated PostScript
.epsf encapsulated PostScript
.pict and .gif industry-standard file formats for a
variety of platforms such as DECwrite, DECpresent,
MicroSoft Word, WordPerfect, Quark XPress, and
Page Maker.
===============================================================
The current files in the Alpha public directory are:
Customer Presentations
CUSTOMER_OVERVIEW.PS Alpha customer presentation in color
PostScript, 34 slides. (Revisable
DECpresent file available.) This
overview covers:
o February announcement overview
and key messages
o Alpha technology (architecture,
microprocessor)
o Planning for Alpha
o Open Computing platform Strategy
CUSTOMER_OVERVIEW.SLI Revisable file for above
presentation. Needs style
file CUSTOMER_PRES_WB.SLI_STYLE
and ALPHA_LOGO_WB.EPS.
CUSTOMER_PRES_WB.SLI_STYLE Style file used by
CUSTOMER_OVERVIEW.SLI
CUSTOMER_OVERVIEW_SCRIPT.TXT Script notes for customer
presentation.
ALPHA_LOGO_WB.EPS Logo file used by
CUSTOMER_OVERVIEW.SLI.
Analyst Presentations
DIGITAL-TM-UNLOGO-32PT.EPS;1 These two Encapsulated Postscript
FORMAT_OPTION_-_B_W.EPSF2;1 files are needed for all three
DECwrite Analyst Presentations
DECSTATION-5000MOD-200.EPS;1 These Encapsultated Postscript
DECSYSTEM-5000MOD-200.EPS;1 files are needed for the
DECSYSTEM-5500.EPS;1 ALPHA_CURRENT_PROD
DECSYSTEM-5900.EPS;1 DECwrite Presentation
ARCHITECTURE_CHIP.DOC;1 Dan Dobberpuhl's Technical
ARCHITECTURE_CHIP.PS;1 Analyst Presentation on the
CISC_MICROPROCESSORS.CHART Architecture, Process Technology
and Chip (22 pages; available in
both V2.0 DECwrite and PostScript)
OPEN_BUSINESS.DOC;1 Bob Supnik's Open
OPEN_BUSINESS.PS;1 Business Practices
PRELIM_OPEN_BUSINESS_SCRIPT.TXT Analyst Briefing
Presentation covering the business
goals, strategies and licensing
arrangements for Alpha (12 pages;
available in both V2.0 DECwrite and
PostScript). The preliminary script
file for this presentation is
included.
ALPHA_CURRENT_PROD.DOC;1 Rick Frazier's Investment
ALPHA_CURRENT_PROD.PS;1 Protection Analyst Briefing
Presentation covering both VAX,
DECsystem or both coexistence and
migration of current system products
with Alpha (11 pages, available in
both V2 DECwrite and PostScript)
Press Material
PRESS_RELEASE.TXT Overview press release 2/25/92.
PRESS_FACTSHEET.TXT Fact sheet distributed to press and
analysts needing more information to
write about the 21064 microprocessor
February 25, 1992.
PRESS_BACKGROUNDER.TXT Backgrounder from 2/25 press kit.
PRESS_RELEASE_MICROSOFT.TXT MicroSoft and Digital press release
2/25/92.
PRESS_RELEASE_KUBOTA.TXT Kubota press release 2/25/92.
PRESS_CLIPPINGS_JAN_FEB.TXT Summaries of articles that appeared
PRESS_CLIPPINGS_FEB17_FEB21.TXT in the U.S. business and trade
PRESS_CLIP_JAN_FEB17.TXT press.
PRESS_CLIP_FEB_MAR.TXT
CLIP_ANALYSIS_MAR23.TXT Analysis of how the business and
CLIP_ANALYSIS_FEB.TXT trade press conveyed the key
CLIP_ANALYSIS_MAR3-30.TXT messages Digital wished to convey
CLIP_ANALYSIS_GIA.TXT about Alpha.
PRESS_RELEASE_CRAY.TXT Press release for 2/12/92 Cray
announcement to use Alpha chips.
PRESS_BOSTON_GLOBE_FEB16.TXT Pre-announcement article in 2/16/92
Boston Globe.
PR_BACKGROUNDER.TXT Pre-announcement public relations
background for the Alpha Program.
PUBLIC_STATEMENTS_DEC_91.TXT Pre-announcement public statements
on the Alpha program released at
DECUS December 1991.
Customer Literature
INFOSHEET.TXT Ascii copy of the 21064 Microprocessor
information sheet.
INFOSHEET.PS PostScript copy of the 21064
Microprocessor information sheet.
PRODUCT_BRIEF.PS PostScript copy of the product
brief, a detailed, technical
overview of the 21064 chip.
VMSPLAN.PS Two-page leave-behind for senior
managers questions on planning for
VMS on VAX and Alpha. Feedback
requested by VMSMKT::CERELLA.
Miscellaneous
Q_AND_A.TXT Questions and answers, for internal
use only.
Q_AND_A_SHORT.TXT The short version of the questions
and answers, internal only.
ISSCC.TXT Paper presented at ISSCC conference
2/20 by Dan Dobberpuhl.
alpha_graphic_bb.epsf Alpha graphic/black
background
alpha_graphic_wb.epsf Alpha graphic/white
background
alpha_graphic_bw.epsf Alpha graphic/black
and white
alpha_ready_bb.epsf Alpha ready
graphic/black
background
alpha_ready_wb.epsf Alpha ready
graphic/white
background
alpha_ready_bw.epsf Alpha ready
graphic/black and
white
CHIP_BLOCK_DIAGRAM.PS Block diagram showing caches and
boxes. Can be attached to the Fact
Sheet.
RESOURCES.TXT List of resources for the Alpha
program. (From 2/18 DVN.)
CUSTOM_35MM.SLI_STYLE;1 Use this file to create your own
presentation using DECpresent. RENAME
the file after you open it.
CUSTOM_35MM_EX.SLI;1 Examples of the format, text, and
colors.
CUSTOM_DEC_LOGO_COLOR.EPS;1 Digital logo, must be in your
directory so links can be made.
ALPHA_BW_LOGO.GIF Alpha logo in B&W GIF format.
ALPHA_LOGO_COLOR.GIF Alpha logo in color GIF format.
ALPHA_BW_LOGO.PICT Alpha logo in B&W PICT format.
ALPHA_LOGO_COLOR.PICT Alpha logo in color PICT format.
Open VMS Presentations (NOT IN THIS PUBLIC DIRECTORY, COPY BY TYPING:
SPOOL COPY VMSMKT"OpenVMS_Info"::filename *.*
OpenVMS_Directions.PS Alpha Open VMS customer presentation
in color PostScript, 53 slides.
(Revisable DECpresent file available.)
This presentation covers:
o Today's Open VMS systems
o Leadership Price/Performance
o Leadership Functionality
o Leadership Openess
o Alpha Program
OpenVMS_Directions.SLI Revisable DECpresent file for above
presentation.
OpenVMS.SLI_STYLE Style file used by
Open_VMS_Directions.SLI
OpenVMS_Adds.PS Additional slides for the Alpha Open
VMS customer presentation - to be
used to modify presentation to suit
needs of particular audiences
Slides on:
o New VAX systems
o VAXclusters
o Adding in Alpha systems
o Investment Protection
o Price/Performance
OpenVMS_Adds.SLI Revisable DECpresent file for above
presentation.
TPC-A_Slides.PS The Latest revisions of the TPC-A
slides which are in:
- OpenVMS_Directions.PS or .SLI
(slides 20,21,22)
- OpenVMS_Adds.PS or .SLI
(slides 31,32,33,34,35)
TPC-A_Slides.SLI Revisable DECpresent file for above
presentation.
OpenVMS_for_CSO.PS Alpha Open VMS for CSO's presentation
in color PostScript, ~100 slides.
(Revisable DECpresent file available.)
OpenVMS_for_CSO.SLI Revisable DECpresent file for above
presentation. Please note that it
will be also necessary to copy over
the Alpha*.eps files to modify or
use this file.
OpenVMS_CSO.SLI_STYLE Style file used by
Open_VMS_Directions.SLI
Platform_Strategy.PS The Digital Platform Strategy
presentation with the Open VMS
introduction
Platform_Strategy.SLI Revisable DECpresent file for above
presentation.
Top_10.PS Presenter Tips slides and Top 10
Reasons for Buying Open VMS Slides.
Top_10.SLI Revisable DECpresent file for above
presentation.
|
| 2129.6 | Its not real until the customers can USE it. | GUIDUK::FARLEE | Insufficient Virtual...um...er... | Thu Sep 24 1992 16:04 | 25 |
| Why isn't the Business world as excited about Alpha as we are?
Because there is (currently) NO (released) software applications which run
on this spiffy new platform. Therefore, Alpha solves no business needs at
present.
As soon as there are full-blown production suites which customers can put into
production to solve their business problems, as soon as we start saving some
customers' butts by providing this wonderful platform, THEN they will get
excited and (hopefully) start beating a path to our door.
Intel, etc. get attention for their new technology because, since it is only a
refinement of existing platforms, and not the quantum leap which we are making,
there is already a VERY LARGE base of software ready and waiting.
For us, this is a bigger leap than PDP-VAX because you could run PDP code in
compatibility mode on a VAX. Can you do the same for VAX -> Alpha?
Again, this is not doom-and-gloom. There is light at the end of the tunnel.
It is the time when we have enough applications available on Alpha that
customers can make use of the horsepower.
I just pray that it happens in time.
Kevin
|
| 2129.7 | Advertise ??? - What a concept! | GRANMA::EHEROLD | The only constant is change! | Thu Sep 24 1992 16:24 | 36 |
|
RE:.0
Steve,
I shared your concern with Alpha product management and marketing.
The clippings "pointer" in .5 should help you locate what has
been said in "the press" to date regarding Alpha.
<flame-on>
IMHO Digital has a major public "identity problem" as a corporation!
For several YEARS the VMS Partners have been **SCREAMING** and
**PLEADING** for Digital to **ADVERTISE** in order to gain the
mindshare of the average person on the street as well as the people
who influence major purchases of computer gear. Digital has not
invested in getting "name recognition" in the marketplace.
The result is that HP and SUN are capable of waltzing into major
accounts and convincing customers that THEY have "open systems".
Why? Because they have full page ads in weekly magazines that
say they are "open"... so it must be true!
In many cases Digital is struggling just to regain the attention of
former customers who are now "kicking the tires" on HP and SUN
systems. I'm seeing this daily in accounts that I support!
<flame-off>
Ok... you've got the data on Alpha... let's get out there and SELL!
(until sales/sales support is downsized by another 20% next quarter)
-Ed
|
| 2129.8 | | AOSG::NORDLINGER | To reach the unreachable STAR:: | Thu Sep 24 1992 16:28 | 22 |
| .6>Because there is (currently) NO (released) software applications which run
.6>on this spiffy new platform. Therefore, Alpha solves no business needs at
.6>present.
There are many applications on Alpha as was demonstrated at DECworld
and DECUS. Vendors have been receiving enabling technologies for over
six-months, like TCP/IP. The major databases will be there when the
products ship. TWG and SAS demoed at DECworld and DECUS.
So, fortunately things are not nearly as bleak as they could be. There
will be lots of applications even before when customers can order Alpha
systems, both for Alpha/VMS and Alpha/OSF.
Intel's P5 is far from just a refinement, including the need for
compiler changes - Witness Intel's apparent need to change the name
of the 586 to suggest just this point.
Finally, you can do better than run code in compatibility mode.
DECmigrate lets you run VAX (or MIPS) images on an AlphaVMS (or
AlphaOSF) platform as native Alpha images!
|
| 2129.9 | | ISOISA::HAKKARAINEN | Beatniks out to make it rich. | Thu Sep 24 1992 17:19 | 13 |
| The announcements surrounding Alpha have brought about the first real
public awareness of Digital's products. Family and friends (people not
in the computer industry) keep asking us about Alpha: How is is going?
What's next? There is genuine interest and excitement, far more than
what I've seen inside the company. (In many places within DEC, Alpha
is just another faster chip.)
There is no question that advertising by Digital would do wonders for
the morale of employees and, we suspect, very good things for people
who might want to buy our products.
(In the ``watches'' dept.: not that long ago, a member of my family
took a look at a CD player I was installing and said, ``Digital, huh?'')
|
| 2129.10 | IDEA to spread the word! | NIOMAX::LAING | Soft-Core Cuddler*Jim Laing*232-2635 | Thu Sep 24 1992 17:20 | 23 |
| I just called the DECchip Information Line (DTN 225-6868, as described
in the Sept 8th issue of DTW). I requested some info. I asked about
"promotional" items/momentos. They do have a "laminated business card"
for $2 cross-charge to a CC.
I sent the following suggestion to the DECchip info ...
As a way to help employees spread the word about Alpha, could these
"laminated business cards" be made more readily available? (I
mentioned that I'd probably buy a dozen or so to spread around to
non-DEC friends/associates that ask about Alpha!) With all the cost-
containment, it's not as easy (IMHO) to get CC vouchers and to charge
things to your CC. So, if these cards were made available at the "Logo
Stores" that are scattered throughout DEC sites, or some other more
direct channel, I'd bet that DEC employees would help spread the word
about Alpha! Giving a "laminated card" that cost $2 (or even less if
we buy 'em by the dozen, perhaps?) would get the Alpha name into alot
more people's hands and minds!
If anyone here knows who might listen to such an idea, pass it along!
Jim Laing
232-2635 USLS IM&T
|
| 2129.11 | Good enuff may not be good enuff | GUCCI::HERB | Al is the *first* name | Thu Sep 24 1992 23:42 | 12 |
| >There are many applications on Alpha as was demonstrated at DECworld
>and DECUS. Vendors have been receiving enabling technologies for over
>six-months, like TCP/IP. The major databases will be there when the
>products ship. TWG and SAS demoed at DECworld and DECUS.
As someone who works in Sun's #1 corporate account, I'd like to say
that less than 25 customers out of 40,000 attended either DECworld or
DECUS presentations. This is US Government.
We should not assume then that the majority of our customers "get the
word" simply because we hit what DEC views as the most important
marketing channels.
|
| 2129.12 | | SDSVAX::SWEENEY | Patrick Sweeney in New York | Thu Sep 24 1992 23:58 | 9 |
| As I wrote in the MARKETING conference, the principal problem that
Digital faces in recovery beyond having a tangible product in Alpha is
having a credible message.
No one believes us.
The "slack" that is cut for IBM, Microsoft, Apple, and HP just isn't
given to Digital, not by the trade press, and not by the investment
community either.
|
| 2129.13 | | BALMER::MUDGETT | One Lean, Mean Whining Machine | Fri Sep 25 1992 05:34 | 10 |
| What we need is our own urban legend. I've got one:
Rember the lites that we used to have on the 1140's or the
DEC 10 memory boxes? We could point to them and say that that
is the instruction being completed. We need to put a blank
strip of the front door, when everyone asks what the strip is
for we can say that we had a 64 led array. We took it out when
the speed of the Alpha kept wearing/burning/blowing-up the leds.
Fred M.
|
| 2129.14 | been there - done that | CVG::THOMPSON | Radical Centralist | Fri Sep 25 1992 08:37 | 10 |
| >For us, this is a bigger leap than PDP-VAX because you could run PDP code in
>compatibility mode on a VAX. Can you do the same for VAX -> Alpha?
I've moved applications from PDP-11 to VAX and VAX to Alpha AXP. VAX
to ALPHA was easier. Compatability mode only worked better then so so
for RSX images. There was an aweful lot of commercial software on RSTS
systems that didn't move well. Some of it is *still* on PDP-11s. Believe
me moving VAX to AXP will be easier for commercial accounts.
Alfred
|
| 2129.15 | :7) | GJO001::REITER | | Fri Sep 25 1992 09:52 | 8 |
| Something else that might be helpful on our future hardware offerings
would be a 2-position selector switch, simply labeled:
[ OPEN ] and [ PROPRIETARY ]
This would settle a LOT of arguments and the trade press could go do
something else.
\Gary
|
| 2129.16 | our experience | EOS::ARMSTRONG | | Fri Sep 25 1992 09:53 | 13 |
| We've ported out internal CAD software to Alpha and when
we demo it for internal customers, it's so fast they think
we are somehow pulling their leg. Operations that they typically
start, wait, and then see complete are done before their finger
leaves the keyboard. Operations that they used to do in batch
overnight can now be done on line, during a short break.
We've ported this system from the 10 to Vax and support it on all
the various flavors of computing. This is the first time the
performance has really changed.
It is truly a faster machine. I hope our customers will try it out.
bob
|
| 2129.17 | We do this EVERY time!!!! | SUFRNG::REESE_K | Three Fries Short of a Happy Meal | Fri Sep 25 1992 11:06 | 17 |
| The last few notes in the string are promising; but it looks like
many of you are not aware of a major problem........we DO NOT have
part #s and pricing for the SW that apparently many of you have seen
demo'd on an Alpha system.
So I'd like to ask a question 2129.7:
>OK... you've got the data on Alpha...let's get out there and SELL!!
Sales reps cannot quote or give estimates of cost of ownership without
part #s; like it or not! So getting the word out to the masses won't
mean squat if we can't provide the sales force with part #s and pricing
for the SW (you know, for those opportunities when a potential customer
might ask for such data)!
Karen
|
| 2129.19 | Here's publicity... | MAIL::ROGERS | | Fri Sep 25 1992 12:45 | 16 |
| Here's another good one for you...
I was talking yesterday to a "civilian", a lawyer who we have done some
work with in the past. He told me that last weekend he was at a
cocktail party when one of the other guests started talking about
computers.
My friend is interested in computers so he started listening to this
other guy gushing about how performance is multiplying, and how great
things are going to be real soon. Then the guy started talking about
Alpha, this wonderful new chip technology which was going to blow
everyone's doors off.
My friend was making a mental note to tell me how the word was starting
to get out to the public, but then the other guy finished off by
saying, "Yeah, IBM has really done a great job on this Alpha."
|
| 2129.20 | | STAR::ABBASI | the risk of cooking the x-mass turkey | Fri Sep 25 1992 12:56 | 5 |
| >saying, "Yeah, IBM has really done a great job on this Alpha."
I thought we did ALPHA ?!!
|
| 2129.21 | | SDSVAX::SWEENEY | Patrick Sweeney in New York | Fri Sep 25 1992 13:12 | 4 |
| re: .-1
Do you really not know, or is this another attempt at humor by saying
something that is just stupid and not funny?
|
| 2129.22 | while we're on the topic... | CTHQ::LANGLOIS | CT/TS | Fri Sep 25 1992 17:22 | 134 |
| +---------------------------+ TM
| | | | | | | |
| d | i | g | i | t | a | l | I n t e r o f f i c e M e m o r a n d u m
| | | | | | | |
+---------------------------+
TO: Distribution DATE: 22 September 1992
FROM: Peter Conklin,
Peter Graham,
Ken Swanton
DEPT: Alpha & VAX Systems
SUBJECT: Alpha AXP (TM) Names and Trademarks
*** DIGITAL INTERNAL USE ONLY ***
The following memo details use of the names Alpha AXP (TM) and
AXP (TM). It also addresses use of the graphic image associated with
the name AXP. It addresses many of the usage questions raised during
the past several weeks.
The general objective is the wide use of the new names and graphic
image in our marketing, given Alpha's strong market recognition.
Under legal advice, we will not use the word Alpha in any product
names. Alpha AXP (TM) will be used only in reference to the computer
architecture. We will use AXP and the AXP mark in product names. We
will license AXP and the AXP mark to partners.
Alpha AXP (TM) Names:
~~~~~~~~~~~~~~~~~~~~~
The AXP (TM) and Alpha AXP (TM) trademarks are to be used internally
and publicly immediately. Note--"AXP" is explicitly NOT an acronym.
It is a unique trademark being registered around the world to
identify with and represent the "Alpha" products. Similarly, the
"AXP" is not to be used as a formative with other names (i.e., used
as a stem to form other one-word names).
Both AXP (TM) and Alpha AXP (TM) should be marked with TM wherever
used. The TM should be subscript (i.e., small TM under the "P" of
AXP).
Architecture Name:
Alpha AXP (TM) as a name is to be used only in the context
"architecture" or "family" where family means architecture family.
Alpha AXP (TM) Architecture
Product Names:
Internal Name Formal Alpha AXP (TM) Name
------------- --------------------------
Cobra Server DEC 4000 AXP (TM) Server
Sandpiper Workstation DEC 3000 AXP (TM) Workstation
etc.
N.B.-- The initial product medallions remain as we established
last summer to expedite achieving FRS goals.
AVMS system OpenVMS AXP (TM) Operating System
GEM Fortran compiler DEC FORTRAN for OpenVMS AXP (TM) Compiler
etc.
Marketing Usage:
Title of "Alpha Vision" Brochure Alpha AXP (TM) Family
Title of "Alpha Systems" Infosheet Alpha AXP (TM) Systems
Alpha-ready program Alpha-ready program
etc.
Partner Usage:
Cray Alpha System Cray XYZ AXP (TM) System
Olivetti Alpha System Olivetti XYZ AXP (TM) System
N.B.-- Partners must include a trademarked word (AXP) in
their name, so that the final name of their
product is: Cray XYZ AXP (TM)...with a footnote
that "AXP is a trademark of Digital Equipment
Corporation and Cray XYZ is a trademark of Cray
Research". This usage is carefully constructed to
follow industry norms, e.g., the PC industry. The
partner usage and our usage will be the same.
=============================================
Alpha AXP mark
~~~~~~~~~~~~~~
With this memo, we are replacing the old Alpha graphic with the new
one in all uses connected with Alpha, but not those with the
Alpha-ready program. (The Alpha-ready program will use no Alpha
graphic, as the previous Alpha graphic will not be used after the
Alpha product announcements.)
The AXP (TM) name and mark will be licensed to our hardware and CSO
partners once the Corporate Legal Department completes the
appropriate text for licensing agreements. Until then, only Digital
is to use them. The name Alpha AXP (TM) will not be licensed, instead
it will be retained by Digital because we control the integrity of
the architecture.
Many elements of the Alpha AXP (TM) program will incorporate use of a
colorful, marble textured background field (e.g. This field will show
up on the bezel of the Alpha AXP (TM) systems and servers). Commonly
referred to as the "purple haze," this colorful field is to be
retained by Digital and never licensed. It is to be used by Digital
for external purposes starting with the announcement. It is to
be used now only for announcement related products and deliverables
that have been sanctioned by the Alpha Program Office.
Jackie Jones (MSBCS::JONES) and Myles Falvella (MSBCS::FALVELLA) will
be sending out a complete set of specifications on how to use the
Alpha AXP names and accompanying trademark/graphic. Erik Goetze will
be managing the on-line versions of this mark as part of the
Corporate clipart library. These complete name and trademark details
will be sent electronically to all product management, product
marketing management and marketing communications professionals
corporate wide. Additionally, a separate section of the Corporate
Identity Manual will contain the complete specifications on use of
the Alpha AXP (TM) name and trademark.
The AXP mark (which is the name of the diamondish symbol or graphic)
is to be used externally immediately. It must be TM marked in all
such use for now. Remember that trademarks are always used as an
adjective, and hence MUST ALWAYS BE FOLLOWED BY A NOUN.
|
| 2129.23 | I dont undertsand this one | STAR::ABBASI | the risk of cooking the x-mass turkey | Fri Sep 25 1992 18:06 | 28 |
| ref .21 SDSVAX::SWEENEY "Patrick Sweeney in New York"
>Do you really not know, or is this another attempt at humor by saying
>something that is just stupid and not funny?
Offcourse I knew we make alpha, and I know you know that I know that,
and knowing this then you must knew what all I said was no different
from what others are saying when complaining that we in DEC are not
marketing alpha well and that is why people dont know much about it,
i just expressed my frustration with our lack of marketing of alpha in
a different way.
the note before me said about someone thinking IBM did alpha, and my
comment was sort of making believe of that to emphasis our shortage on
marketing alpha to the outside world.
what is so earth shattering about that for you?
at least you could have made your rude comment to me via mail like you
normally do, that would have been easier on both of us and the rest of
the world.
you cant wait for a chance to hit on me, i wish i knew the reason for
that.
/Nasser
|
| 2129.24 | Come on folks | 36345::ANDERSON | Bye George | Fri Sep 25 1992 18:08 | 3 |
| We're all making sure this note doesn't get out of hand, right?
Paul, co-moderator Digital
|
| 2129.25 | | BSS::C_BOUTCHER | | Fri Sep 25 1992 18:10 | 1 |
| why should this note be an exception??
|
| 2129.26 | | CSOA1::LENNIG | Dave (N8JCX), MIG, Cincinnati | Fri Sep 25 1992 18:52 | 9 |
| re: .21 - chill out dude
re: .19 - So what was the ending to the story; Did the friend correct
the groups misunderstanding, and if so what was their reaction?
(I can see it now; "Digital who??")
Dave
PS - The parenthesized expresion above is an attempt at 'wry humor'
(like .20) alluding to our lack of marketplace recognition.
|
| 2129.27 | | TLE::FELDMAN | Larix decidua, var. decify | Fri Sep 25 1992 19:19 | 15 |
| re: .8 (a belated nit, or possibly more than a nit)
My understanding is that Intel is changing the name from 586 to P5? to something
else for trademark reasons. Courts have ruled that they can't trademark
a number or number set such as *86. Intel believes that this has hurt them,
because competitors are allowed to sell chips that are called 486 chips. Hence,
they will give their future processors names that can be trademarked.
It may be that the gap between P5 and the 486 is qualitatively larger than
the gap between the 486 and 386, or that it will require substantive compiler
changes. It may even be the case that Intel will exploit the name change to
emphasize the newer features. But I don't believe that that's their major
motivation.
Gary
|
| 2129.28 | Alpha is a tool, not a solution | 42702::WELSH | If you don't like change, teach Latin | Mon Sep 28 1992 09:59 | 78 |
| Another reason why the world isn't as excited about Alpha AXP
as some of us would like and expect, might be that it just
isn't as big a deal as we have been telling ourselves.
(Disclaimer: I've been with Digital since 1974, I've seen PDP8s,
PDP11s, VAXes and DECstations, and I too am excited about Alpha.
But I try to keep it under control and rational).
What customers buy is application software. A spreadsheet, a CAD
system, a payroll application, an airline booking system, a game.
That's what they use to get the results they want.
Hardware is just a necessary "accessory". Why have PCs taken
off so fast that they now comprise about half of the global IT
market by revenue? Because ordinary people can buy them and run
almost any kind of software on them. Read any PC magazine, and
you will see advertisements hyping "screamers" - 486s etc. -
that will run your favourite software faster. You'll also see
articles arguing both sides: some proclaiming the merits of the
new faster machines, others cautioning that there is no point
buying a top-end 486 for $4,000 when a 286 at $500 will give
you good enough results. But basically, the hardware is a lot
like putting gas into a car! (Some cars run well on diesel,
others need high-octane). The car is the software.
Now look at Alpha, and what do you see?
1. A new architecture for the 21st century. This is total bs,
and if we're lucky people will ignore it. (If we're unlucky,
they'll flip past the entire topic and read about something
credible). The world is full of new "architectures", and
users could care less. As for the 21st century, this is 1992,
and Alpha is running today, so it's 1992 technology. OK?
2. 64 bits. Again, so what? Apart from a few college kids (old
and young), and people with legitimate requirements for vast
address spaces, this is kind of like a dog with 2 tails. To
the great majority of the market, 64 bits means nothing. At
best it's a feature that helps us deliver better performance,
which is something that many users DO care about.
3. Runs all operating systems. Well, so would any other architecture
if someone took the trouble to port them. Besides, any given
user is only interested in a single OS (there are exceptions).
4. Er, is there anything else? And people are supposed to get
in line for this technology that Digital has been kind enough to
give the world?
What people are actually thinking about are things like:
1. I could use a faster PC so my application won't keep me waiting.
So long as it runs all my existing software, doesn't cost much,
and is preferably upgradable from what I have today. Oh, and
service, support and so on have to remain at least as good.
2. We want to "downsize" our IS systems from the mainframe - but
of course transparently to the users and without any risks, or
loss of service and support. And of course we have to move to
an open platform that we can buy from a number of competing
vendors. Otherwise we'd just be locked in to the new solution.
3. We are so dependent on software, we are going to have to find
some way to make it faster and better, with fewer bugs. Why
not "no bugs"? But there are so many CASE gurus and tool vendors,
we don't know which to believe. Probably none.
4. If we could run the scenario analysis program in 20 minutes
instead of overnight, we could go through a whole design cycle
several times a day, instead of once. That would give us an
edge over the competition.
Relate Alpha to real user needs like those, and you'll win some
business. Imagine that people will flock to our door, though,
because of some Buck Rogers hype about hardware, and you're in
cloud cuckoo land.
/Tom
|
| 2129.29 | | PLAYER::BROWNL | Capitalist Piglet | Mon Sep 28 1992 10:21 | 5 |
| RE: .28
Fine note that.
Laurie.
|
| 2129.30 | OSF databases when? | GLDOA::KATZ | Follow your conscience | Mon Sep 28 1992 10:37 | 7 |
| After attending the UNIX/RISC Symposium in CA last week I can
tell you that there will eventually be databases available for
Alpha/OSF but not at delivery time, i.e. March. If someone
has information to the contrary I'd like to hear it along with
names and email addresses.
-Jim-
|
| 2129.31 | concur, .28 | BOOKS::HAMILTON | All models are false; some are useful - Dr. G. Box | Mon Sep 28 1992 17:22 | 5 |
|
Well said, .28. We need to put the features and benefits of the
technology into a customer context.
Glenn
|
| 2129.32 | Alpha microwave ovens! | LURE::CERLING | God doesn't believe in atheists | Fri Oct 09 1992 13:29 | 15 |
|
Well, obviously our VP, Semiconductor Operations, knows the potential
of the Alpha chip. This comes from LiveWire
"Ed said, `In five years, you'll be able to put the power of today's
supercomputers in the palm of your hand. The power of chips like Alpha
will be used in everything from medical imaging applications to
household products, like microwave ovens.'"
Do our veeps really think that microwave ovens need the power of a
64-bit virtual, pipelined processor? I do not deny that more and more
appliances will be using microprocessors to control certain functions,
but an Alpha in a microwave? I think we need a dose of reality.
tgc
|
| 2129.33 | You mean you DON'T want... | RDVAX::KALIKOW | TFSO GHWB | Fri Oct 09 1992 13:57 | 9 |
| ... not only to enjoy your Thanksgiving turkey, but also to know just
where to begin the blunt dissection, on the basis of the CAT-Scan that
your Alpha Microwave just incidentally did while rotating it under the
beam, and thoughtfully FAXed to your personal printer at tableside?
For shame.
:-)
|
| 2129.34 | | IMTDEV::BRUNO | Father Gregory | Fri Oct 09 1992 14:04 | 17 |
| RE: <<< Note 2129.32 by LURE::CERLING "God doesn't believe in atheists" >>>
> -< Alpha microwave ovens! >-
> Do our veeps really think that microwave ovens need the power of a
> 64-bit virtual, pipelined processor?
Hmm...
Voice-recognition software might process a wide variety of languages,
dialects and accents with such power. Such a microwave might be controlled
by a phone call. It might be able to recognize the food it is cooking,
without human intervention. It might be able to plot all of the vectors
inside a hurricane at a distance of 3000 miles.
...but can it be made for less than $300?
Greg
|
| 2129.35 | i can see an alpha in a microwave oven | STAR::ABBASI | life without the DECspell ? | Fri Oct 09 1992 14:50 | 7 |
| i agree with .34, a very smart microwave home oven can use all the
power within the alpha chips, if we let our imaginations flow to
its outer limits, there are no bounds to what we can do a seemingly
what seems like a simple applications.
/nasser
|
| 2129.36 | | ECADSR::SHERMAN | Steve ECADSR::Sherman DTN 223-3326 MLO5-2/26a | Fri Oct 09 1992 15:01 | 8 |
| I like the idea of voice-recognition and phone answering. I can just
see it now.
"Honey, I phoned from work and told the microwave to find and cook up
dinner tonight. Here, I'll get the door ... Mmmm. Doesn't that smell
good! .... Hey ... Where's the cat?"
Steve
|
| 2129.37 | if you have a problem, add more alpha chips ! | STAR::ABBASI | life without the DECspell ? | Fri Oct 09 1992 15:07 | 17 |
| ref .-1
> I like the idea of voice-recognition and phone answering. I can just
> see it now.
>"Honey, I phoned from work and told the microwave to find and cook
>up dinner tonight. Here, I'll get the door ... Mmmm. Doesn't that
>smell good! .... Hey ... Where's the cat?"
that is no problem, we will make sure that the family robot has an
alpha chip in it too, and give it directions to go and hide the cat
away every time it detects that the alpha chip in the microwave oven
starting the cooking.
/nasser
whos_hands_were_shaking_writing_the_last_word.
|
| 2129.38 | Re .32 - Microwave ovens | STAR::PARKE | True Engineers Combat Obfuscation | Fri Oct 09 1992 16:19 | 11 |
|
> Do our veeps really think that microwave ovens need the power of a
> 64-bit virtual, pipelined processor? I do not deny that more and more
> appliances will be using microprocessors to control certain functions,
>
Just think of the microwaves a 500MHZ Alpha will throw off }8-)}
You could probably cook a lot more than a turkey with them.
Bill
|
| 2129.39 | AlphaWaves! I like it! | GUIDUK::FARLEE | Insufficient Virtual...um...er... | Fri Oct 09 1992 17:49 | 5 |
| Hey!
We could call them ALPHAWaves !
Everybody knows about the calming, soothing effects of AlphaWaves,
why not capitalize on them!
|
| 2129.40 | | TLE::FELDMAN | Opportunities are our Future | Fri Oct 09 1992 18:57 | 16 |
| An automatic breadmaker today is likely to have a microprocessor and a number
of temperature sensors. This allows it to measure temperature gradiants and
adjust both the heating element and the cycle timing to achieve satisfactory
results. It's not perfect yet; it would probably benefit from a humidity
sensor, scale, sonic or infrared distance measuring (to judge rising), and
so on. Oh, throw in a color analyzer to bake the bread to the desired
doneness.
Imagine a combination microwave and convection oven that used image
understanding, in addition to the above sensor, to direct the airflow to
different foods in the oven, determine that something was about to boil over
and lower the heat, rotate or stir food intelligently and so on.
Science fiction? Sure it is. So was the pocket computer.
Gary
|
| 2129.41 | Technology? Pah! | MU::PORTER | meetings - the alternative to work | Sat Oct 10 1992 00:36 | 10 |
| re .-1
Of course, in a truly advanced society, you wouldn't need
to have gadgets to bake perfect bread. You'd just walk
to your neighborhood baker, where you'd be able to buy
perfectly fresh bread, made just the way you'd like it,
and bring it back home in far less than the time it'd
take you to prepare it yourself.
|
| 2129.42 | | PEEVAX::QUODLING | OLIVER is the Solution! | Mon Oct 12 1992 02:41 | 5 |
| No, you'd use a replicator to create food, just like they do on Star
Trek - TNG...
q
|
| 2129.43 | Alpha AXP strategy and the future of Digital (from VTX) | HUMAN::AVERY | Al | 293-5508 | Mon Nov 09 1992 14:35 | 114 |
| +-+-+-+-+-+-+-+TM -----------
|d|i|g|i|t|a|l| Worldwide News LIVE WIRE
+-+-+-+-+-+-+-+ -----------
Alpha AXP strategy and the future of Digital --
'Imagine the expectations as well as the opportunities'
Digital's Alpha AXP announcement on Nov. 10 will be international, with
complementary events planned for Boston, San Jose, Tokyo, Sydney, Hong Kong,
London, Sao Paulo, and Toronto. The following article is designed to
provide the larger business context for the Nov. 10 announcement.
-----------------------------------------------------------------
Digital's Alpha AXP announcement is the first in a series of thunderclaps
that will resound for months to come, heralding a new era for Digital and
its customers. Software, services, applications, partnerships, and
additional systems -- from desktop to data center -- will be introduced in
phases, as Digital brings together all the elements that customers need to
take advantage today of the computing capabilities of the next century.
"Over time, we are planning to put the Alpha AXP chip in all our hardware
products," notes Bob Palmer, president. "It's an outstanding architecture,
with a lifetime of 25 years or more ahead of it. But technology alone is
not enough. To complete the job for customers means having the
applications, software, systems and service, and making it all easy to buy.
We will deliver these, as well as all our other products and services,
according to the highest standards of excellence in the industry."
Digital is at the technological forefront at a moment when the nature of
computing is changing and demands for high performance are accelerating.
Increasingly, computing will be distributed and embedded in other products,
rather than just in its own discrete boxes. The communications, consumer
electronics, and computer industries have immense opportunities to work
together as partners to create new business for everyone. The Alpha AXP
architecture will eventually be used to advance technology in telephone
switches, medical imaging systems, high-definition television, and in other
specialized systems of many kinds. Digital is delivering today the power
and features required for such growth applications as multimedia, virtual
reality, imaging, artificial intelligence, global information, language
translation, advanced simulation, and voice recognition.
The plan is to build the large volumes necessary to keep down costs, to
finance further investment, build industry-wide support and momentum, and
establish this technology as a standard, not just in computer markets, but
also in far larger and rapidly growing electronics markets.
"We have several important marketing messages we are presenting at our Alpha
AXP announcement on Nov. 10. The entire program has been formed by
listening to customers and responding to their needs," says Win Hindle,
senior vice president. "For example, we know from listening to users that
there is a lot of anticipation and pent-up demand for Alpha AXP systems.
But we also know that not everyone is ready to jump to Alpha AXP computing
today. They want to evolve, blending what they use today with what Alpha AXP
products can do for them tomorrow. For these users, we've created the
Alpha-ready Program, which enables people to use today's systems from Digital
and move in a cost-effective way to Alpha AXP systems when they are ready.
"The new architecture, with its long-term potential, also catches the
attention of prospective customers, so we are able to explain the full range
of our products and services and how they all work together today and
tomorrow," Win continues. "It also helps us to deliver on long-standing
commitments we have made -- including investment protection, support for
open systems, software, services, and business practices. We intend to make
this a 'universal computing platform' operating effectively with multiple
operating systems -- such as UNIX, Windows NT, and OpenVMS and attracting
the development efforts of the best software companies in the world.
"This is the way Digital intends to help users in the 1990s and beyond.
We're focusing and listening with a new openness to our customers and to
people who aren't yet our customers."
Working with partners, Digital is assembling a full range of Alpha AXP
applications. The company is looking at customer needs industry by industry
and investing to make sure all of today's key solutions are available on the
new platform and encouraging development of new applications to meet needs
that haven't been addressed before. More than 1000 vendors and 2000
applications are already committed to the Alpha AXP platform.
While the opportunities are immense, so are the challenges. Digital is
selling Alpha AXP technology at all levels of integration: from chips and
boards to complete systems.
"We will use partners to cover areas we can't hope to cover ourselves,
extending the community that is developing, marketing and selling for us,"
explains Win. "We are choosing partners who will bring unique capabilities
to the market. Our goal is to cover all customer needs. But this strategy
means that other companies, including customers of ours, will sometimes make
and sell Alpha AXP chips and systems in competition with us. This is what
it means to be really open. To succeed in this environment, every cost the
company incurs at every stage -- from the chip all the way to global systems
-- must be associated with value.
"In other words, we have set ourselves the challenge of excellence at
everything we choose to do. With this strategy, we have the opportunity to
delight customers and achieve profitable growth for many years to come.
"Today, Alpha AXP technology is one piece of the total business of Digital,"
notes Win. "In the future, a more profitable Digital will be one piece in
the expanding world of Alpha AXP technology."
As the applications of Alpha AXP products spread to new kinds of customers,
the potential markets for Digital components and services should also grow.
The company will need to establish its reputation in realms where it has
never competed before.
"When we tell customers 'imagine the opportunities,' we need to imagine
their expectations of us and get ready now so we can meet them," adds Win.
"We all need to find creative and innovative ways of getting our work done.
"Digital will compete in new ways and in new markets," he concludes. "This
could mean opportunities for personal and professional growth throughout the
company. But we all need to make plans now, set personal and departmental
goals, set new standards of excellence."
|
| 2129.44 | HOW many trucks? | SPECXN::BLEY | | Fri Mar 26 1993 11:36 | 4 |
|
Has anybody figured out how many "vacuum tubes" the Alpha chip
would replace?
|
| 2129.45 | :-) | MU::PORTER | o� sont les neiges d'antan? | Fri Mar 26 1993 15:22 | 11 |
| >Has anybody figured out how many "vacuum tubes" the Alpha chip
>would replace?
Exactly none.
There is no report of a single customer moving from a
vacuum tube machine to Alpha.
(Btw: some audiophiles prefer the sound of valve [U.S: "tube"]
amplifiers to solid-state stuff. Does anyone claim that
valve CPUs give a more natural computation?)
|
| 2129.46 | Real Cool MIDI Tones | AIMHI::KERR | | Fri Mar 26 1993 15:38 | 8 |
| .-1
Yeah, I just got a new tube (valve) amp (with tube pre-amp no less).
So, I hooked it up to my Mac and now Quicken has a really "cool" tone.
Al_who_just_couldn't_resist
:^)
|
| 2129.47 | | AIMHI::COOLE | | Fri Mar 26 1993 16:16 | 3 |
| this might not be the appropiate place but can someone point me to
where I can get sometype of document about the alpha systems
|
| 2129.48 | | SOLVIT::REDZIN::DCOX | | Fri Mar 26 1993 16:19 | 15 |
| >There is no report of a single customer moving from a
>vacuum tube machine to Alpha.
Now that would be worth bragging about. If we could get some company to
testify that they moved
from a Pentode to an Alpha,
we might convince others to move
from a Pentium to an Alpha.
No?
hmmmmmm
|
| 2129.49 | ALPHANOTES | TEXAS1::SIMPSON | | Fri Mar 26 1993 16:23 | 7 |
|
Re: .47
Check out VAXWRK::ALPHANOTES. There is a ton of info, and
pointers, in there.
Ed
|