Los Angeles, Firefly cinema city. 洛杉矶,萤火虫影城。 …… …… In the office in administrative area, Seagram group CEO Edgar Bronfman and Universal phonograph record CEO Doug Morison just and Eric together, encircles by a machine of bank ATM appearance, listens to an engineer from Firefly electron to explain this machine use earnestly. 行政区的一间办公室里,西格拉姆集团eo埃德加布朗夫曼与环球唱片eo道格莫里森两人正和艾瑞克一起,围在一台银行柜员机模样的机器旁,认真听来自萤火虫电子的一位工程师讲解着这台机器用途。 Present ‚bank ATM’, in fact is a digital music sale terminal, the Firefly electron names as ‚miniature music store’ as it. 眼前的这台‘银行柜员机’,实际上是一台数字音乐销售终端,萤火虫电子为其命名为‘迷你音乐商店’。 This machine, when is Eric attended the Firefly electron annual meeting couple days ago, the Firefly electron to an accident that Eric brings is pleasantly surprised. 这台机器,也是艾瑞克前几天参加萤火虫电子年度会议时,萤火虫电子给艾瑞克带来的一个意外惊喜。 Because Eric in the second half of last year the development scheme of the digital music sale terminal device authorized the Firefly electron to submit, to the present less than above one year. Moreover, because in the original space and time, Eric had not heard is similar appears to the automatic sales machine same digital music sale terminal, he specially has not cared about this plan. 因为艾瑞克去年下半年才批准了萤火虫电子提交的这份数字音乐销售终端设备的研发方案,到现在才不到一年上面。而且,因为原时空中,艾瑞克并没有听说过类似于自动贩售机一样的数字音乐销售终端出现,他也就没有特别在意这份计划。 But couple days ago, saw prototype that the Firefly electron takes, Eric really small shocking. 但前几天,看到了萤火虫电子拿出来的样机,艾瑞克着实小小的惊艳了一把。 Because, this machine, used Firefly electron research and development capacitance to touch to control the technical solution completely, entire stage machine any entity key, has not used to touch the screen operation. Moreover, in the tablet PC technology base that internal chip and operating system, similarly is the Firefly electron in the company accumulated single-handedly researches and develops. 因为,这台机器,完全采用了萤火虫电子研发的电容式触控技术解决方案,整台机器没有任何实体按键,全部采用触屏操作。而且,内部的芯片和操作系统,同样是萤火虫电子在公司已经积累的平板电脑技术基础上独力研发。 Moreover, Firefly doublet ‚miniature music store’ market prospect investigation and study result, makes Eric attach great importance to this machine. 而且,萤火虫电子对‘迷你音乐商店’的市场前景调研结果,也让艾瑞克对这台机器更加重视。 Once historical, the MP3 player dominated to be in 2005 about, Apple Inc. opened the access of IPO d player to the Microsoft Windows operating system, caused MP3 player market eruption to grow. 曾经的历史上,mp3播放器大行其道应该是2005年左右,苹果公司向微软的indos操作系统开放了ipod播放器的接入,才造成了mp3播放器市场的爆发式增长。 At that time, the Internet prevalence degree of Western society, enough has supported the user to pass the personal computing to the MP3 player downloading digital music. 那个时候,西方社会的互联网普及程度,已经足够支撑用户通过自家个人电脑向mp3播放器下载数字音乐。 But now, the Internet user quantity of world also 200 million, most probably also centralized, in the total population number has about 300 million North America, the Internet user total of world another 5.7 billion population also 100 million person. Such Internet user scale, is unable to support digital music player eruption to grow by far. 但现在,全世界的互联网用户数量还不到两亿,其中大半还集中在总人口数只有三亿左右的北美,全世界另外5700000000人口的互联网用户总数也还不到一亿人。这样的互联网用户规模,远远无法支撑数字音乐播放器的爆发式增长。 In fact is also so. 实际上也是如此。 Last year irelyer two generations of players simultaneously sold in North America and Europe, although just started, the irelyer player quantity of delivery and North America of Europe various countries were equally matched, but following several months, because received the personal computing as well as the limit of Internet user scale, the irelyer player producing goods speed of Europe region slowed down obviously. In 1998 the whole year, in irelyer two generations of whole year 19.7 million producing goods, the population was the North America two times of Europe regions has only occupied 7.7 million . Moreover the 12 million stage, was digested by the North America native place as before. 去年irelyer二代播放器同时在北美和欧洲发售,虽然刚开始,欧洲各国的irelyer播放器出货量与北美不相上下,但接下来几个月,由于受到个人电脑以及互联网用户规模的限制,欧洲区域的irelyer播放器出货速度明显放缓。1998年全年,irelyer二代全年19700000台的出货中,人口数量是北美两倍的欧洲区域只占了7700000台,另外1200万台,依旧由北美本土消化。 These most important reason, is large quantities of Europe consumers not to the irelyer player the convenient channel of copy or downloading music, therefore suppressed them to purchase the thought of digital music player greatly. 这其中最重要的原因,就是大批欧洲消费者并没有向irelyer播放器拷贝或者下载音乐的便捷渠道,因此大大抑制了他们购买数字音乐播放器的念头。 Although under the stimulation of North America new science and technology tide, various countries spare no effort is investing own information industries, but the Firefly electron is obviously impossible to wait for that the entire market improves the foundation hardware in this aspect voluntarily, therefore, creates the convenience gain digital music for the user on own initiative the channel, has become the Firefly electron matter that must be solved immediately. 虽然在北美新科技浪潮的刺激下,世界各国都在不遗余力地对自身信息产业进行投入,但萤火虫电子显然不可能等待整个市场去自行完善这方面的基础硬件设施,因此,主动为用户创造方便获取数字音乐的渠道,也就成了萤火虫电子亟待解决的事情。 It can be prediated that even if the present promotes, soon, along with the further popularization of personal computing and Internet, the miniature music store gradually will be similar to the public telephone booth such gradually is also eliminated, but, so long as such will come from the Firefly electron digital music sale terminal can popularize, without a doubt, the irelyer player of Firefly electron will obtain other digital music player manufacturers absolutely the market superiority that will be hard to hope to attain. 可以预见,即使是现在推出,用不了几年,随着个人电脑和互联网的进一步普及,迷你音乐商店也会逐渐如同公共电话亭那样被逐渐淘汰,但是,只要这样一款来自于萤火虫电子的数字音乐销售终端能够普及开来,毫无疑问,萤火虫电子的irelyer播放器将获得其他数字音乐播放器厂商绝对难以企及的市场优势。 However, wants to promote this equipment, the biggest difficulty is actually music copyright. 不过,想要推广这一设备,最大的难点却是音乐版权。 After all, the Firefly electron can to ignore even encourage the user to explain the irelyer player in secret, in order to through pirating d or pirating website downloading free music, but this matter is absolutely impossible to suspend to the floor. 毕竟,萤火虫电子可以私下里放任甚至鼓励用户对irelyer播放器进行破解,以便通过盗版d或者盗版网站下载免费音乐,但这件事绝对就不可能摆到台面上。 Therefore, this digital music sale terminal can only through the digital music content of Yahoo music store sale legal copy. 因此,这款数字音乐销售终端就只能通过雅虎音乐商店销售正版的数字音乐内容。 In the two years although, the Yahoo digital music store has may sell the music copyright scale to expand outward, but world main five big Record Company, the authorization to Yahoo digital music store are as before miserable, if cannot solve the content problem of digital music store, this model of equipment wants to be promoted massively, without doubt will hinder numerous. 虽然这两年来,雅虎数字音乐商店拥有的可对外销售音乐版权规模一直都在扩张,但世界主要的五大唱片公司,对雅虎数字音乐商店的授权依旧少得可怜,如果不能解决数字音乐商店的内容问题,这款设备想要得到大规模推广,无疑会阻碍重重。 In office. 办公室里。 The engineer who listens to the Firefly electron explained the user to register, choice, payment in detail and other series of music purchase flows, CEO Doug Morison of Universal phonograph record first opens the mouth saying: „A very important issue, I just looked that you carry on the payment purchase through the Yahoo electron account, but, if doesn't have the passer-by user of Yahoo electron account?” 听完萤火虫电子的工程师详细讲解了用户登录、挑选、付款等一系列音乐购买流程,环球唱片的eo道格莫里森首先开口道:“还有一个很重要的问题,我刚刚看你是通过雅虎电子账户进行付款购买的,但是,如果是没有雅虎电子账户的路人用户呢？” „Mr. Morison, this aspect we have the solution similarly,” the engineer of Firefly electron said: „You look, here, a point card purchase option. In our plans, this equipment a large part will be placed in supermarket, underground station and other downtown areas, the user only needs in nearby store point of purchase card, the suspense account password that in the initial point card gives, then carries on the music purchase. The basic principle is the same with the prepay calling card.” “莫里森先生,这方面我们同样有着解决方案,”萤火虫电子的工程师道:“您看,这里,还有一个点卡购买选项。我们的计划中,这款设备很大一部分都将被安放在超级市场、地铁站等闹市区,用户只需要在附近的商店购买点卡,通过点卡上给出的临时账户密码,即可进行音乐购买。基本原理和预付费电话卡一样。” Doug Morison nods, trace looked at eye Edgar Bronfman, although in his surface has not shown any special expression, but in fact, Doug Morison innermost feelings already surprisedly to the extreme. 道格莫里森点点头,不着痕迹地看了眼身旁的埃德加布朗夫曼,虽然他表面上并没有露出什么特别的表情,但实际上,道格莫里森内心已经惊讶到无以复加。 the portable music player manufacturers as well as several big Record Company that the promoted speed of irelyer player had let the tradition are caught off guard, Doug Morison has a premonition keenly, once present digital music sale terminal wide scope is popular, will subvert the entire phonograph record profession absolutely thoroughly the existing pattern. irelyer播放器的推广速度本就已经让传统的便携式音乐播放器厂商以及几大唱片公司措手不及,道格莫里森敏锐地预感到,一旦眼前的这款数字音乐销售终端大范围普及,绝对会更加彻底地颠覆整个唱片行业的现有格局。 On the other hand, has the irelyer player and digital music store these two big platform sharp weapons, the influence of Firefly doublet entire phonograph record profession unlimitedly will also expand. 另一方面,拥有irelyer播放器和数字音乐商店这两大平台利器,萤火虫电子对整个唱片行业的影响力也将无限制扩张。 At this time, the Doug Morison's first thought is, the Universal phonograph record either and Firefly electron achieves absolutely the close in-depth cooperation relations, in order to gains in the forthcoming brand-new industrial pattern helps own status. Either, firmly resists Firefly electron plan, does utmost the original order of maintenance phonograph record profession. 此时,道格莫里森心里的第一念头就是,环球唱片要么和萤火虫电子达成绝对紧密的深度合作关系,以便在即将到来的全新产业格局中获取更加有利于自身的地位。要么,就坚决抵制萤火虫电子这份方案,竭尽全力维护唱片行业的原有秩序。 Moreover, in view of outstanding occupation Manager person, Doug Morison in fact favors the former. 而且,从一个优秀职业经理人的角度出发,道格莫里森实际上更加倾向于前者。 Along with emerging of Internet industry, the entire phonograph record profession was under the impact of Internet music piracy to cause the overall achievement landslide last year, has been doomed this industry to have the tremendous changes. At this time, conservative will only make oneself fall into The Abyss. 随着互联网产业的兴起,去年整个唱片行业受到互联网盗版音乐的冲击而导致整体业绩滑坡,就已经注定了这个产业将出现翻天覆地的变化。这个时候,墨守成规只会让自身陷入深渊。 Although from the media to Record Company, many criticizes the irelyer player to encourage pirating the sound. But Doug Morison is clear, the effect of popularization of irelyer player on pirating has not been the degree that the media generally described. 虽然从媒体到唱片公司,都不乏批评irelyer播放器助长盗版的声音。但道格莫里森却清楚,irelyer播放器的普及对盗版的影响还远没有达到媒体普遍形容的程度。 The reason that the impact that the phonograph record profession is , the Internet industry starts in the final analysis, the majority pirates the user to favor at present from the music web site downloading free music resources, then uses the traditional music player to broadcast the copy to the d compact disc. According to the statistics, in 1998, was only the North America native place, the sales volume of blank d compact disc broke through 130 million, was equal to more than five times of irelyer player sales volume. 唱片行业受到的冲击,归根结底还是互联网产业兴起的缘故,大部分盗版用户目前更倾向于从音乐网站下载免费音乐资源,然后拷贝到d光盘内使用传统的音乐播放器进行播放。根据统计,1998年,只是北美本土,空白d光盘的销量就突破了1亿3000万张,相当于irelyer播放器销量的五倍多。 To the average 20 USD legal copy phonograph records, the blank DC's cost even is less than 1 USD. Moreover, the piracy activity in this aspect absolutely does not have any channel to contain. At this time, by the field universal criticism for the irelyer player of music piracy accomplice, actually exactly is one can change the platform of regular channel the Internet digital music from pirating. 相对于平均20美元的正版唱片,空白d的成本甚至不到1美元。而且,这方面的盗版行为完全没有任何渠道进行遏制。此时,被业界普遍批评为盗版音乐帮凶的irelyer播放器,却恰恰是一个能够将互联网数字音乐从盗版转向正规渠道的平台。 Although the innermost feelings had have a series of calculated, but Doug Morison is impossible single-handedly to make the decision in this aspect, all also need to look at the idea of Edgar Bronfman this Boss. 只是,虽然内心已经有了一系列盘算,但道格莫里森却不可能独力做出这方面的决定,一切还需要看埃德加布朗夫曼这位老板的想法。 By Doug Morison, Edgar Bronfman has not proposed anything to have doubts, does intentionally the ponder to consider the moment, directly asked that opposite Eric said: „Eric, the Firefly electron planned how many this type of machines puts to arrive in the market?” 道格莫里森旁边,埃德加布朗夫曼却没有提出什么疑惑,故作沉思地考虑了片刻,就直接问对面的艾瑞克道:“艾瑞克,萤火虫电子打算投放多少台这种机器到市场上？” Doug Morison hears the Edgar Bronfman words, immediately has one type impulsion that covers the volume. 道格莫里森听到埃德加布朗夫曼的话,立刻产生一种捂额的冲动。 What issue this is, the Firefly electron must put in how many machines, temporarily and does Universal have the relations? We should care how the Firefly electron plans with the issue of Universal phonograph record cooperation! 这算是什么问题,萤火虫电子要投放多少台机器,暂时和环球有关系吗？我们应该更关心萤火虫电子打算如何与环球唱片合作的问题啊！ Eric actually performance unusual patiently, replied with smile on the face: „The first batch of 10,000 stages, we key will conduct the installation and test in Europe first. If the effect is good, the delivery scale will expand rapidly.” 艾瑞克却表现的非常耐心,面带微笑地回答道:“第一批一万台,我们将会先重点在欧洲进行安装测试。如果效果不错的话,投放规模会迅速扩大。” Although thought that should not ask this question, but hears the reply of Eric Williams, in Doug Morison heart actually starts to calculate fast. 虽然觉得不该问这个问题,但听到艾瑞克威廉姆斯的回答,道格莫里森心中却开始快速盘算。 10,000 stage. 一万台。 This digit are not absolutely many, even was too few. 这个数字绝对不算多,甚至是太少了。 United Kingdom London has the international metropolises of 67 million population like this, to complete to cover, 500 machines not necessarily are perhaps enough. 只是英国伦敦这样拥有67000000人口的国际大都市,如果想要完成覆盖,500台机器或许都不一定足够。 Moreover, looks like in Doug Morison, such digital music sale terminal should take seriously 23 cities. 而且,在道格莫里森看来,这样的数字音乐销售终端应该更重视23线城市。 It is often high because of a personal computing and Internet of popularization degree city, 23 cities similarly has enough digital music player power of consumption, but they not necessarily have enough gain online music the hardware and software support of resources. Entire Europe, the large and small several thousand cities have, this also excludes the small town of floor. Several thousand cities, 10,000 stage machine, each city may not divide to ten, possibly did not have the bank ATM of these cities to be many. 因为一线城市的个人电脑和互联网普及程度往往很高,23线城市的同样拥有足够的数字音乐播放器消费能力,但他们就不一定拥有足够获取网上音乐的资源的软硬件设施。整个欧洲,大大小小数千个城市还是有的,这还把更底层的小镇排除在外。数千个城市,一万台机器,每个城市都不一定能分到十台,可能还没有这些城市的银行柜员机多。 Naturally, these are not the issues that the Universal phonograph record should consider, at least temporarily is not. 当然,这些并不是环球唱片应该考虑的问题,至少暂时不是。 Saw that Edgar Bronfman must speak, was worried that he asked any irregular question again, even fell into passively by oneself, hesitant, Doug Morison rushed to open the mouth saying: „Eric, we are clear you to give everybody to demonstrate the intention of this machine, therefore, said your idea?” 眼看埃德加布朗夫曼还要说话,担心他再问出什么不相干的问题,甚至让自家陷入被动,犹豫了下,道格莫里森还是抢着开口道:“艾瑞克,我们都清楚你给大家展示这台机器的意图,所以,还是说说你的想法吧？” Eric nods, has hinted toward nearby sofa, leading them to sit down on the sofa, told that the secretary carries the coffee, said: „Eder, Doug, we are clear, the phonograph record profession current aspect and past were different. This encountered the age of TV Station and videocorder like past Hollywood, at that time the entire profession was critical situation, wanted to prevent TV Station and videocorder resourcefully violates the Hollywood movie industry the benefit, both sides had once refused to budge a long time, finally, when the Hollywood discovery is unable to organize the opposite party absolutely, was forced to choose the cooperation. But finally, the fact actually showed that TV Station and videocorder not only has not infringed the Hollywood benefit, instead made Hollywood Film Studio obtain the additional income channel. At present , the situation and past Hollywood of phonograph record profession bitter experience were exactly the same, but was also more stern, because the popular speed of Internet went far beyond the past television and videocorder . Moreover, the cost of digital music piracy was also lower than the movie, often was only a person, a server, sufficiently caused dissemination of hundred and thousand of music piracies in network. Therefore, you do not have how much time to hesitate, once missed has established the opportunity in regular digital music sale platform, thus caused the people accustomed to the Internet free music more and more, that phonograph record profession also came to the end point.” 艾瑞克点点头,朝附近的沙发示意了一下,带着他们两人在沙发上坐下,吩咐秘书端上咖啡,才道:“埃德,道格,我们都清楚,唱片行业目前的局面与以往已经不同了。这就像当年好莱坞遭遇电视台和录像机的年代一样,当时整个行业都如临大敌,想方设法地想要阻止电视台和录像机侵害好莱坞电影产业的利益,双方一度僵持了很长一段时间,最后,当好莱坞发现绝对无法组织对方的时候,才被迫选择了合作。但最终,事实却证明,电视台和录像机不但没有损害到好莱坞的利益,反而让好莱坞电影公司获得了额外的收入渠道。目前,唱片行业遭遇的情况与当年的好莱坞如出一辙,但又更加严峻,因为互联网的普及速度远远超过当年的电视机和录像机,而且,数字盗版音乐的成本也远低于电影,往往只是一个人,一台服务器,就足以导致成百上千首盗版音乐在网络上的传播。所以,你们没有多少时间迟疑,一旦错过了建立正规数字音乐销售平台的机会,从而导致人们越来越习惯于互联网免费音乐,那唱片行业也就走到终点。” The corner of the eye jumped continuously several, Doug Morison breaks saying: „Eric, you said things just to frighten people.” 眼角连续跳了几下,道格莫里森打断道:“艾瑞克,你这是危言耸听。” „Said things just to frighten people, had a look at last year sales landslide degree just knows of phonograph record profession,” Eric shrugged, said: „Therefore, I mean, we should achieve the cooperation as soon as possible, realizes the industrial standardization of Internet digital music. Only by doing so, can before the entire phonograph record industry collapses, saves the entire profession.” “是不是危言耸听,看看去年唱片行业的销售滑坡程度就知道了,”艾瑞克耸耸肩,道:“所以,我的意思是,我们应该尽快达成合作,实现互联网数字音乐的产业正规化。只有这样,才能够在整个唱片产业崩溃之前,挽救整个行业。” Edgar Bronfman also again opens at this time said: „Eric, chatted your cooperation plan.” 埃德加布朗夫曼此时也再开说道:“艾瑞克,还是谈谈你的合作方案吧。” „Naturally,” Eric nods, said: „Actually, the Yahoo music store current sales model, is the cooperation plan that I must give. The Universal phonograph record posts the Yahoo music store the music resources, the share proportion of both sides is 37, naturally, you are 70%. Moreover, if you insist, the Universal phonograph record and can like Firefly Records, take for three months as the window time, the newly issued phonograph record, the entity phonograph record monopolizes for three months, afterward releases the complete digital record, over and over month later, carries on the single resolution sale.” “当然,”艾瑞克点点头,道:“其实,雅虎音乐商店目前的销售模式,就是我要给出的合作方案。环球唱片将旗下音乐资源置入雅虎音乐商店,双方的分成比例为37分,当然,你们是70%。另外,如果你们坚持的话,环球唱片和可以像萤火虫唱片这样,以三个月时间为窗口期,新发行的唱片,实体唱片独占三个月,随后发行完整的数字唱片,再三个月之后,进行单曲拆分销售。” „Eric, the condition that if you pledge only then these,” Edgar Bronfman continues saying: „I think that we have not needed to discuss.” “艾瑞克,如果你开出的条件只有这些的话,”埃德加布朗夫曼继续道:“我想我们已经没有必要谈下去了。” „In fact, I give you to introduce the miniature music store that today the Firefly electron just researched and developed,” Eric said with a smile: „Concrete cooperation plan, as well as Universal phonograph record whether also has other requests, we can discuss. Naturally, our entity music store plan will therefore not retard, the Firefly electron plan in April irelyer three generations of players sell, formally announced that this plan, simultaneously advances the implementation. Naturally, if we can reach the cooperation intention before then, I believe that this will have the advantage to us.” “实际上,我今天只是给你们两个介绍一下萤火虫电子刚刚研发出来的迷你音乐商店,”艾瑞克笑道:“具体的合作方案,以及环球唱片是否还有其他要求,我们都可以谈。当然,我们的实体音乐商店计划并不会因此延迟,萤火虫电子计划在四月份irelyer三代播放器发售之际,就正式公布这项计划,同时推进实施。当然,如果我们双方能够在此之前达成合作意向,那我相信这会对我们双方都有好处。”