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FUTURE

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EMC

Foreword

EMC
EMC Chairman and Chief Executive Officer Joe Tucci

Over the course of dozens of trips to China, I have

grown increasingly impressed with China's hunger for
knowledge, its resolve to advance its economy, its powers
of invention, and its relentless focus on investing for
future growthwhether that be in infrastructure, in new
technologies, or in the higher education needed to develop
world-class technical talent.

Some China watchers believe that the most

important thing going on in the world today is the rise
of China.

One thing is certain: China will continue to

rise in importance to EMC's long-term future. It's now

broadly acknowledged that some of the best computer
scientists and software developers in the world can be
found in China. EMC, I'm happy to say, knows this first
hand. We have hundreds of highly talented engineers
working in our China Center of Excellence who are
innovating to help our customers use IT to get closer to
their customers, become more agile, reduce their costs,
and sharpen their competitiveness.

EMC

EMC
EMC

IT

EMC

EMC entered the Chinese market in 1996.

Over

the years, we've built a strong business, solidifying our

relationships with customers, partners, key universities,
the communities in which our operations are based, and
the Chinese government.

We've made our long-term

commitment to China clear in many ways. For example, in

2006, we announced the first phase of our investment in
China, establishing the EMC Shanghai R&D Center (which I
had the privilege of officially opening) and committing $500
million to research and development. And then in 2008, we
announced the next phase, doubling this investment to $1
billion through 2012.

Today, EMC is the market leader in

high-end and mid-range storage systems in China. We

operate in an IT market that exceeds $70 billion and that is
growing in high double digits.
EMC 1996 EMC

2006
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5 2007
2012 10

EMC
IT 700

At a time of rapidly rising standards in every aspect of

business and information technology, what matters most for
EMCs long-term leadership is having super-smart, creative,
dedicated people who perform at the highest standard
and then get continually better. To me, that describes the
EMC people who work in our China Center of Excellence
(COE).

I applaud the Center'spower formula,which is

all about delivering innovation and results by harnessing the

passion, teamwork, and integrity of our 800-plus engineers
at the Center of Excellence. They contribute their skills in
software R&D, hardware engineering, back-office application
development, customer support, presales support, technology
solution development, and managed and blended service
delivery.

I view our China COE as one of EMC's lifelines to

innovation and local talent. And I'm proud of the fact that
in China our COE is regarded as one of the most desirable
places to build a career.

EMC

EMC

EMC
EMC Pt=I2RPassion
Team Integrity Innovation Result

EMC EMC
EMC

The huge infrastructure investments that China has

made over the last two decades, its 400 million and growing
internet users, and the tens of millions of students in
technical colleges and universities all underscore that China
is a country racing to the future. This future will be based
increasingly on zettabytes (trillions of gigabytes) of digital
information and cloud-based IT infrastructures. EMC excels
at both. We are the world's expert in storing, managing,
protecting, securing, and adding intelligence to information.

And, with our strategic partners, we are also paving the

way for customers to realize the full benefits of private
cloud computing, which is our vision of a dramatically
more efficient and effective model to deliver information
technology as a service. Add to that our passion to innovate
to make life better for customers and you can see how very
exciting EMC's future in China will be.

IT EMC

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Steve Jobs 2005

"You can't connect the dots looking forward; you
can only connect them looking backwards. So you have to
trust that the dots will somehow connect in your future. You
have to trust in something your gut, destiny, life, karma,
whatever.
Your time is limited, so don't waste it living someone
else's life. Don't be trapped by dogma

which is living

with the results of other people's thinking. Don't let the noise
of others' opinions drown out your own inner voice. And
most importantly, have the courage to follow your heart and
intuition. They somehow already know what you truly want to

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become. Everything else is secondary.

STAY HUNGRY, STAY FOOLISH "

Steve Jobs

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Sean O'Keeffe

, 1995EMC

200911

What a great experience to be living in China amongst

some of the most results driven people I have had the
chance to work with.

When we started the Technical

Support (PREM) team at the China Centre of Excellence

I was unsure how quickly they would learn and mature in
the way of supporting EMC customers. This was also the
uncertainty of many others as we had never before had
hired such a large team of Technical Support Engineers so
quickly in China.
The results seemed quite surprising at first, but there
was more to this phenomenon. We had many visitors over
the past year that would come to the COE to mentor and
to train our engineers. When you spoke to our visiting
technical trainers and mentors that have helped us on our

75

path, they were astonished at how eager people were to

learn and how quickly they had developed in their learning.
They were like sponges soaking up the information.
The data and analysis on the team's performance reflects
a result driven nature and an eagerness to learn as much
as possible. We thought that this might have been because
we hired the best technical people in China with the most
experience in providing support to customers. Certainly this
has helped, but we see the same eagerness and results
drive with our recent Global Services Associate Engineers,
direct from college but they have also shown a passion for
achievement with some of the best results so far since we
started hiring college graduates across our global locations.
Indeed this phenomenon should not be a surprise when
you stay in China long enough. This is a country that strives
to be the best, the tallest buildings, the longest bridges, the
fastest train, the Olympics, the 2010 EXPO and of course the
economy and all of this in a country of that is transforming in
such a competitive environment.
China's people and their passion make all of this a
reality. The school system and universities are built around
this passion for achievement; "you only get one chance" is
certainly true for many eager students as they strive toward

76

EMC

academic achievement. The structure of the academic

system in China is such that you do get only one opportunity
to get into the best University, so competition is extreme.
The best students go to the best Universities and the best
companies, like EMC, pick from the best.
It's not just in the walls of learning though, it's
everywhere.
You only have to look in the streets; everyone is either
going to work or doing some work. The workmen laboring
away on the roadside, you see all of them working, not
watching someone else work; everyone has a job, everyone
is working towards some goal.
Like in Shanghai for Expo 2010 the goal for a "Better
City, Better Life".

When we first came to China on Jan 1st 2009 "Everyone

looked the same".
I was annoyed by what I was saying to myself.

always thought, that was a stereotype view of how you might

recognize or not recognize people of a different nation, color
or creed, I gave it some thought and reconsidered it to read

77

this as "Everyone looks so different to me".

This was a New Country, a New Life, an unfamiliar
place with unfamiliar people; of course everyone was going
to be different, but only at first.
I slowly began to recognize many of my colleagues at
the China COE, I might not have been initially successful for
example if Linda Di or Zoe Chen were at People's Square
Metro Station amongst the other half million daily transit
passengers, but this would be no different in any new place
and new job.
I began to recognize more than just faces, to recognize
the strengths and the passion of those around me.
Just as in all of China, it's the people that make the
difference at the COE, the friendly atmosphere, the help for
a stranger, the social clubs and outings all make you feel
part of the family. My wife Orlaith, her sister, Aoife and I
had a great time at the family day and her sister made the
comment that she felt so welcomed into EMC and was so
proud of her Orange PREM T-Shirt that she brought two of
them back to Ireland.
Nowadays to my delight and sometimes to others too, I
meet people I know in the street and I sometimes see them
before they see me and say "Ni Hao".

78

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10

/Phoebe Wang

EMC

Nancy Clair

EMC
Cherry Zhang Linda Qiu

79

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20086EMC8
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20071EMC
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Prior to joining EMC, I worked for two other companies.

The first one was a startup. The working style was basically
doing everything needed to get the job done as soon as
possible. The focus was on innovation and speed, not much
on quality or process.
The second one was a huge, multinational company,
where people always defined a clear process for everything
they planned to do. The focus was on quality and process
but not speed or innovation.
At EMC China RDC, the style is like a combination of
these two, which is great. If you do it right, you can get the
benefits of bothquality with speed and innovation.
EMC provides so many training courses to employees,
especially on soft skills and management. In the last year

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I have taken several courses: professional presentation,

effective interviewing, and transfer to management, all of
which were interesting and also very useful in my daily work.
I would definitely recommend EMC to a friend for three
reasons. First, EMC China RDC is developing very fast
since its opening in mid of 2006. Fast growth means a lot of
opportunities.
Second, I think the biggest advantage for EMC China
RDC to attract talent is the opportunity to work on "core"
technologies. We have several teams doing state-of-theart development in next-generation network file systems
and consumer storage solutions. Engineers want to do
challenging jobs. For real talent, it's the biggest attraction,
besides the salary.
Third, I like the atmosphere of EMC CRDCit's young,
fun, hard working, and focused on excellence. I am working
for a big company, but it has the dynamism of a startup.
This sense of challenge, together with highly professional
colleagues I work with, are the things that keep me at EMC
and inspire me every day.

87

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What can turn a engineer an
expert?Deep love of what he is doing.

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31

Daniel Finn

2008EMC
DanielEMCEMC
EMC

What I saw at the R&D Center in Beijing was an

opportunity to make use of some of the best technology
around to put together a 21st Century English program that
could reach far and be more effective than anything that had
been done before. After all, the IT infrastructure was already
in place and new media was up to par to handle audio, video
and other elements capably.
Basically, this meant taking a lot of stuff that used to be
on paper and turning it into a more multi-dimensional, virtually
accessible delivery of all things English. We began by building
an in-house video server called EMC Studio where people can
upload video, audio and documents which are accessible to
view and/or download anytime by our COE Employees, even
at home when they are connected to our VPN. This proved

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popular with many employees because time is a critical issue,

and this meant they could view anything on the studio in their
own time in the evenings or on weekends, and even share the
experience with their families for English learning.
One of the great things about the EMC Studio is that
it is not exclusively designed to host video, but audio and
documents as well.We began a Visual English Learning series
that used. PDF files as a way to teach vocabulary by directly
associating words with images PDF to listen to as you browse
the file. This allows the viewer to hear how the words are
pronounced as well as get some background commentary on
the subject matter.
I'm looking forward to getting a lot more use out of the
EMC Studio in the future,but that is not where it ends. We've
also purchased development software to create online courses
using flash and associated technology that will be accessible
to all EMC COE employees. Again, these courses will be
custom designed for EMC and will include multi-media that
does what text can't: convey the body language, gestures,
sounds, facial expressions, styles and tones that combine to
make communication a multi-level cultural-lingual experience.
Words actually play a very limited role in communication and
that is why I am adamant about using every method we can to
get across what the words alone can't.

139

Technology however, is only the medium by which we

want our English program to be passed through. Ultimately
it is being here and getting to know the employees and
the products, projects and details they are involved with,
and helping them to better perform in and understand their
situations. This entails building a community where ideas,
language, methods and teachings are imparted to fellow
employees, not just by trainers, but by free, encouraged
exchange of ideas and information.

I think a lot of knowledge can be imparted via

technology. If we can then complement that knowledge with
fine-tuned and humanistic training by real trainers we can
have a great program. So what kind of knowledge are we
talking about Well, we have a very diverse employee base
with people coming from all over China and having varying
levels of experience in their industry, lives, geographic
background, multi-cultural exposure and language skills.
We have managers and employees that have spent years
being educated in the US and working in Silicon Valley as
well as fresh college graduates from mainland China without
much experience outside the scope of their university and

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hometown life.
This is why I aim to provide knowledge that is not just
industry-specific or very narrow in scope. That has its place,
but actually, many of the engineers know the vocabulary of
their specific projects in English as well as Chinese. It is
navigating difficult areas of expression in dealing with foreign
colleagues and customers that presents a grey-area of
language and behavior that presents the greatest challenge.
Sometimes the basic expressions of 'yes', 'I agree', 'I don't
understand'and others are not sophisticated enough to make
communication effective.
It is in these grey areas that 'Business/Corporate English',
culture and 'plain English' intersect. You can't understand Cloud
Computing if you haven't learned the word "cloud". Most of the
ideas that may now represent something complex, come from
everyday experience or a completely different set of ideas than
what they are describing. That is to say, the metaphors we use
in a business setting usually derive from ideas that have nothing
to do with business itself. Some of these are idioms that are used
over and over, but many new ways of describing things occur
every day in business all over the world.
In America, a lot of these use sports terms as a basis
for describing things related to action, teamwork, winning,
losing and competition. That means, if you don't understand

141

Baseball, Hockey, Basketball and American Football, you're

bound to miss a lot of points made by American employees
speaking very local American English. Animals, nature, food
and objects likewise make up much of the terms drawn upon
to describe things. So, yes there are "pure" business terms like
"contract", "micro-managing", and "streamlining" but you won't
go too far before you find terms like "elephant", "avalanche",
or "home-run" in a conversation between two native English
speaking employees at any level, be they new hires or
executives.
Ultimately I want a well-rounded program that does
not have the myopic handicap of only focusing on industry
specifics. The industry specifics may be the jewels of the
communication, but they should be delivered in language,
behavior and style that match their value. I think, watching
this program come into bloom, we will be able, as a Center
of Excellence, to achieve this lofty goal of having a solid
understanding of the English language and the cultures it
comes from as well as an increasingly more proficient ability
to use it accurately and effectively both in work and outside
the office.

Being here of course is a great experience in itself. First

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of all, I no longer lose Ping Pong games by a margin of 8 or

over. Now I usually score at least 5 points in a game. When
I first got here I was racking up only 1 or 0 points per game.
I have also adopted the Chinese style of holding the pingpong paddle and given up on my old American posture, for the
better.
Proofreading and mispronounced words provide some
laughs for me as well. Often I come across some comical
errors when glossing over someone's email or paper.
Somehow Chinese being translated into English has a knack,
not just to make a mistake in getting across its message, but to
deliver another message entirely that often sounds very funny
to a foreign reader. Affectionately known as Chinglish, this
always adds a little humor to the situation. Naturally, I have
done the same thing at time translating English to Chinese.
Once, when I was coming out of a store carrying a large
amount of objects, I shouted, "La Jiao! La Jiao!" when I should
have been shouting "Lao Jia! Lao Jia!" You can imagine the
surprise on people's faces around me as I was literally walking
through the doors shouting "Chili Peppers! Chili Peppers!" in
Chinese!
Because in Beijing we are situated right next to
Tsinghua and Peking Universities, as well as many other tech
companies, like Adobe, Netease, Google and Microsoft, the

143

whole atmosphere is saturated with energy, diversity and

innovation. Many of the teams here do work in coordination
with professors and students and this really gives working here
that cutting-edge breakthrough R&D feel.
I've made a lot of friends working here and I believe the
best is yet to come. The dust is just beginning to settle since
the launch of the EMC offices in Shanghai and Beijing, and
when it does, people are going to see something sparkling.
It's definitely a dynamic experience to attempt to train a
large number of highly intelligent people in a fast growing
environment. However, I think that one distinct advantage
of being in China,especially now, is that large scale dreams
can come to fruition within a short time-frame given the right
combination of passion, discipline and direction. I think we
have all of those here.

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Yvette Ho Madany

CTOPeter Madany
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Three years ago when EMC decided to form a Research

and Development Center in China, my husband, Peter
Madany, was asked to be its CTO. He accepted the job, with
the understanding that the center would be based in Shanghai,
because I am Shanghainese and he thought we'd enjoy living
and working in Shanghai. And how great that turned out to be!
Born, growing up, and having my parents live in
Shanghai, our expat life meant a homecoming for me. I
miss buying dried fruit at subway stations or eating juicy
xiaolongbao. It was also great to have an ayi take care of our
apartment and afford body and foot massages. But the best
part of living as an expat in Shanghai turned out to be far more
enriching.
I started to readpoked into old lanes and landmarks,

199

and talked to old people about old times. It started out with
casual explorations with a few expat friends. Eventually I had
five walking routes, and I led a total of 40 walks. I walked with
authors, artists, bankers, teachers, grandparents, teenagers,
school moms, American Women's Club members, and officials
with the Tennis Masters Cup. I donated all the money to
buy lunches for migrant children in Pudong schools through
the Loving Heart Lunch Program of the Shanghai Charity
Foundation. Just before we repatriated, my husband and some
colleagues held an auction at work. They brought in unwanted
gadgets, so others could bid on them. The money raised
through this event was also donated to the lunch program.

Shanghai's earliest NGO, Lequn, administers the lunch

program for the SCF. Their social workers kept in touch with
me and invited me to the schools' special events.
One day in June, 2008, I attended the Children's Day
Celebration at Beicai Weihang Xiaoxue. Each child brought his
classroom chair into the school's open field. There were lots
of chatter while the performers waited patiently in a side room
to have makeup applied, sharing the same compact of eye

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shadow and one lip gloss stick. Two fifth grade girls sat behind
me, and they were curious about my digital camera. So I showed
them how to use it and asked them to take pictures for me.
Then the show began, and the girls behind me would
hum along with the music. The recipients of the lunch
program did a special dance to show their appreciation! I
was so touched by the children's sincerity and seriousness.
The social worker whispered to me: one girl in the front row
was abandoned by her parents and is brought up by her
grandparents; one day she asked the social worker to be
her mother. A chubby girl almost did not get to perform
because her teacher thought she was too fat to be on
stage. The youngest was a boy in first grade. Later when
I asked him if he liked to sleep in on Sundays, he looked
shocked and replied, "I have homework!" When I wished
them a relaxed summer, the whole school applauded
enthusiastically--the word "relax" is coveted by all Chinese
children, because they study all day long, everyday.
Despite the simple surroundings and having little material
and sometimes less emotional support (their parents are busy
working; some are not even around), these children carry on.
They were so excited to have this rare opportunity to perform;
small treats are precious to them.

201

My book, Shanghai Story Walks, based on the walks,

was published in June, 2009. Despite the rain, the launch
was packed, including American Women's Club members
and the US Consul General, Beatrice Camp.

Three

months later, the book had its second printing. Some of

my husband's colleagues at EMC bought the book, and a
reporter wrote a whole page about it in the Shanghai Daily.
I'm thrilled to share Shanghai's fascinating history and
culture with a wider audience and to honor my parents by
donating my author royalties to sponsor after school art
classes for migrant children.
Sharon Anhorn is a glass and metal artist in Loveland,
Colorado, and she heard about a story from my book--the
lady at Number 4 in Bubbling Well Lane in Walk I "A Time to
Dance, A Time to Mourn." She was so moved by it that she
decided to create a piece of art based on that character. This
is one example of something wonderful from the book that I
never would have imagined.
Besides these amazing new experiences, I had the
special opportunity to share American culture and teach oral
English at EMC for a year. Small groups of people came to
chat with me, once a week for a few hours. Although they

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were well educated, they were polite and humble. I remember

Bobby who told me about raising his young son, Tony who
worked hard to correct his pronunciations, and Samuel who
took notes seriously. These gatherings were lessons for me as
well. They reinforced for me the truth that people, no matter
what skin color or customs, desire the same fundamentals like
a good job, comfortable life, family, health, and peace. The
people at EMC were lucky to have a good job, and they were
working hard to have a happy family.

When EMC decided to hire a professional and no

longer needed my help, I got an offer to be an inter-cultural
consultant, working with Prudential (Precoa) and Berlitz. My
job was to tell new foreigners assigned to Shanghai about daily
living and history. I loved that job! I felt like an ambassador
for Shanghai, and a well paid one at that--because I worked
with people in different time zones around the world, I could
wear pajamas and talk on the phone.
Of course, there was plenty of time for fun. I loved the
shows, the lunches with friends, and the travel. There were
many new adventures like wearing an antique kimono for a
magazine ad for a high end boutique and being invited by

203

the Chinese queen of cosmetics and style , to a dinner

party at her home. I was a lunch guest at the Soong Mansion
where Soong Mei-ling and Chiang Kai-shek married in 1925,
and I translated for Kenny G when he came to perform at the
Special Olympics closing ceremonies. The Shanghai Charity
Foundation invited Peter and me to its New Year Concert
in 2009, and a friend took me to the Chicago Symphony
Orchestra's debut concert and its private champagne dinner
afterward. My walk and my book were on the auction blocks
for charity at the largest social events of the American Women's
Club. I helped the club set up the longest charity sponsorship
of art classes for migrant students and helped organize the
staff appreciation luncheon at the Shanghai American School
Pudong Campus three years in a role.
Peter and I also celebrated our 25th wedding anniversary
and my mom's 70th birthday. All these things combined to
make for a wonderful life, and I shall always be thinking fondly
these years and be grateful that EMC gave me this super
special opportunity.

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47

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2006EMCSOHOMaggie

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