RINAPE :: Volume #15

#1407: Wants your life

LNMTL needs user funding to survive Read More

When Muye Science and Technology announced will soon get online most new product YY tunes, entire Apple Corporation is critical situation. 当牧野科技宣布即将上线最新产品yytunes的时候,整个苹果公司都如临大敌。 They have not seen any shadow about YY tunes, but the rumor of North American market about YY tunes actually has done it is well known in the music industry. 他们至今还没有看到任何关于yytunes的影子,但是北美市场关于yytunes的传言却已经在音乐行业搞到人尽皆知。 Apple knows, Muye Science and Technology attained almost complete music copyright authorization from global numerous record company, and signed the online sale to be divided into the agreement with them, by the Apple public relations ability, attaining a model agreement was not the difficult matter. 苹果知道,牧野科技从全球众多唱片公司手里拿到了几乎全部的音乐版权授权,并且与他们签订了线上销售分成协议,以苹果的公关能力,拿到一份协议范本并不是什么难事。 Therefore, Apple through the news that oneself have, has been able to conclude that YY tunes is one completely to marking iTunes the product, at least YY tunes is like iTunes, is in a position line the software of music store. 所以,苹果通过自己掌握的消息,已经可以断定yytunes是一个完全对标itunes的产品,起码yytunes和itunes一样,也是一款定位线上音乐商店的软件。 iTunes arrives is not easy today, in the beforehand two years, iTunes is only the Apple Corporation affiliated music playback procedure/program, later becomes the iPod management software, this year Jobs just now starts to give iTunes to give the new concept, increased iTunes -store, making it an online music store. itunes走到今天并不容易,在之前的两年时间里,itunes都只是苹果公司旗下一款音乐播放程序,随后成为了ipod的管理软件,今年乔布斯才刚开始给itunes赋予新的概念,增加了itunes-store,让它成为了一个线上音乐商店。 At first pattern of this online figure digital music was not favored, but Jobs by his unique foresight, saw the great potential of music digitization market, therefore iTunes -store the development got online, founded music domain new times. 起初这种线上销售数字音乐的模式并不被人所看好,但乔布斯以他独特的远见,看到了音乐数字化市场的巨大潜力,于是itunes-store开发上线,开创了音乐领域的一个新时代。 The one who lets Jobs be glad is, iTunes -store after gets online, obtained very good performance in the user level, while the user starts to use the digital music player, the user is also changing to the musical form taste, the digital music becomes the darling who the user favored, but the music of conventional way carrying/sustaining, became the weak and burden in most user eyes. 让乔布斯倍感欣慰的是,itunes-store上线之后,在用户层面获得了非常好的业绩,在用户开始使用数字音乐播放器的同时,用户对音乐形式的口味也在变化,数字音乐成了用户青睐的宠儿,而传统方式承载的音乐,在大部分用户眼里成了鸡肋与累赘。 With Jobs's vision, he first determined that the music terminal digitization is the global music domain irresistible general trend, based on this point, he believes that purchase digital music, will become in the future the mainstream consumption model of music consumer, therefore, so long as iTunes -store completes the online music store, is having bright prospects in the future inevitably! 以乔布斯的眼光,他首先确定音乐终端数字化是全球音乐领域势不可挡的大趋势,基于这一点,他更坚信购买数字音乐,会成为未来音乐消费者的主流消费方式,所以,只要itunes-store做好线上音乐商店,那么在在未来必然大有可为！ This year is iTunes -store the first year that gets online, but Jobs estimates by the end of the year, Apple at least can through iTunes -store obtains over a hundred million USD earnings, but as this number the increase of iPod sales volume, as well as iTunes online music store pattern has been continuously facilitating, in the future will certainly present geometrical time of sudden growth, likely in several years, grows to every year several billions USD scales, the room for profits is enormous. 今年是itunes-store上线的第一年,但乔布斯预估到年底,苹果至少能够通过itunes-store获得上亿美元的营收,而这个数字随着ipod销量的提升,以及itunes线上音乐商店模式的不断推动,未来一定会呈现几何倍的猛增,很可能在几年时间里,就增长到每年数十亿美元的规模,利润空间极大。 Now, iTunes -store in Jobs's eyes, is Apple at present a very important part, cannot accommodate the least bit accident, this is mainly because present stage Apple many businesses did not have completely to walk from beforehand poor management, the Apple computer gets sucked into the loss the mire for several years, now just a little improvement, wants to earn the stable cash flow is not not possible for Apple by it in a short time, even Apple must prepare certain grain ration for it again, in order to avoid it makes same mistakes over again. 现在,itunes-store在乔布斯眼里,是苹果眼下非常重要的一环,容不得有半点闪失,这主要是因为现阶段苹果很多业务还没有完全从之前的经营不善中走出来,苹果电脑深陷亏损的泥潭数年,现在才刚刚有点起色,短时间内想靠它为苹果赚取稳定的现金流根本不可能,甚至苹果还要再为它再准备一定的口粮,以免它重蹈覆辙。 As the founder who the online music gets online, Jobs thinks that iTunes -store at least can have two to three years of forerunner dividends, but didn't expect, the business just now enters the right track, the industry of this Apple monopolizing draws on the enemy who he most does not want to meet, Muye Science and Technology. 作为线上音乐上线的开创者,乔布斯本以为itunes-store至少能够有两到三年的先行者红利,但是没想到,业务才刚进入正轨,这个苹果独享的行业就招来了他最不想遇上的敌人,牧野科技。 When Muye Science and Technology just the operations expansion US (America), Jobs oneself was not interested in Muye Science and Technology as well as Li Mu, with his character, as well as he many years of employed course, he for a long time, did not favor to leave the hardware soil internet industry, thought that these did not have a grass, sooner or later will unravel with the burst of bubble. 早在牧野科技刚刚把业务拓展到美国的时候,乔布斯对牧野科技以及李牧本人都是不感兴趣的,以他的性格,以及他多年的从业历程,他这个人在很长时间里,都不看好离开了硬件土壤的互联网产业,觉得那些都是无根之草,早晚会随着泡沫的破裂而灰飞烟灭。 Therefore Jobs for a lifetime until leaving the world, the work focus has not left the hardware. 所以乔布斯一辈子直到离世,工作的重心都没有离开硬件。 However his didn't expect, young Li Mu, achieved the pinnacle a model of immediate Instant Messenger software unexpectedly, that thing becomes the entire world users most internet products now, this conclusion was not Li Mu said that was also not Jobs said that but was a US (America) investigation and study company after undergoing the system investigation and proof, given result. 但是他没想到,年纪轻轻的李牧,竟然把一款即时通讯软件做到了极致,以至于那东西现在成了全世界用户最多的互联网产品,这个结论不是李牧说的,也不是乔布斯说的,而是美国一家调研公司在经过系统调查以及论证之后,给出的结果。 The subscriber of YY present stage, outraced beside all software except indos Operating System. yy现阶段的用户数量,超越了除去indos操作系统之外的一切软件。 It looks like in this investigation and study company, said from the strict sense, YY has the value subscriber, on actually has exceeded indos. 在这家调研公司看来,从严格意义上说,yy的有价值用户数量,其实上已经超越了indos。 So-called has the value user, will be the user must first add the actual value to the product, YY each active user will add the value to it, the payer brought the earning of value-added service to YY directly, but the free user also gave YY to provide the advertizing revenue, as well as other forms of transformation income. 所谓有价值用户,是用户首先要对产品带来实际的价值,yy每一个活跃用户都会给它带来价值,付费用户直接给yy带来了增值业务的营收,而免费用户也给yy提供了广告收入,以及其他形式的转换收入。 In comparison, indos has the value subscriber to compare its actual subscriber to be short a lot. 相比之下,indos的有价值用户数量比它的实际用户数量要少得多。 The civil computer of although present stage, indos was in the absolute dominant position, in most countries and regions, the commercial computer is uniform indos, but this inside has massively the third world country user including China, indos overwhelming majorities that they use are to pirate ; 虽然现阶段的民用电脑,indos占据了绝对的统治地位,在大多数国家和地区,商用电脑全是清一色的indos,但这里面有大量包括华夏在内的第三世界国家用户,他们使用的indos绝大多数是盗版; In addition, nowadays even the home pc development of US (America) has not achieved the Internet users and PC assumes 1 : 1 proportion, many Internet users own home pc terminal, this has not meant, indos the genuine pirates, serves Internet users incessantly, this also lets the indos present stage has the value number of users to sell at a discount greatly. 除此之外,现如今即便是美国的家用pc发展也没有达到网民与pc机呈1:1的比例,很多网民并没有属于自己的家用pc终端,这也就意味着,一份indos无论是正版还是盗版,都不止服务一个网民,这也让indos现阶段的有价值用户数大打折扣。 If indos is not even able contends in this level and YY, in that market did not have other to be able again with the enterprise and product that it contended with. 如果连indos都无法在这个层面与yy抗衡,那市面上也就再没有其他能够与之抗衡的企业与产品了。 Such a jumbo common product, does not depend on any hardware, has swept away the world, making the innumerable users respectable, this achievement makes Jobs also start to Li Mu and Muye Science and Technology intention awe, but now, the one who lets Jobs didn't expect is, shortly after the sense of awe just produced, this existence that makes him awe, became own opponent. 这样一个巨无霸一般的产品,不依托于任何硬件,就已经横扫全球,让无数用户推崇备至,这个成就让乔布斯也开始对李牧以及牧野科技心怀敬畏,而现在,让乔布斯没想到的是,敬畏之心刚产生不久,这个让他敬畏的存在,就成了自己的对手。 The day before heavyhearted Jobs in YY tunes will soon get online , the unceasing receive various types let his anxious news. 忧心忡忡的乔布斯在yytunes即将上线的前一天里,不断的接收到各种让他不安的消息。 person in charge of marketing department told the Jobs's the first sad news, music copyright quantity that Muye Science and Technology attains now, compared with iTunes -store existing copyright quantity wanted many one time. 市场部的负责人告诉乔布斯第一个噩耗,牧野科技现在拿到的音乐版权数量,比itunes-store现有的版权数量要多一倍。 Jobs is dumbfounded. 乔布斯目瞪口呆。 Part of record companies when iTunes -store gets online, does not prepare to put into the digitized the tide, therefore they had not cooperated with Apple, but didn't expect, is authorized the copyright to Muye Science and Technology now unexpectedly, this to iTunes -store, is a very big attack, the insufficiency of content mass, not only will let iTunes -store completely reveals the disadvantage in front of YY tunes, will also let iTunes -store the user because of following the content drains. 一部分唱片公司在itunes-store上线的时候,并不准备投入数字化的浪潮,所以他们一直没有跟苹果合作,但没想到,现在竟然把版权授权给了牧野科技,这对itunes-store来说,是一个非常大的打击,内容体量的不足,不但会让itunes-store在yytunes面前尽显劣势,还会让itunes-store的用户因追随内容而流失。 person in charge of research and development department told the Jobs's the second sad news, his past schoolmate has joined Muye Science and Technology now, the although irresponsible YY tunes project, but he knows that YY tunes in Muye Science and Technology present stage product duty, was the priority is highest, as well as security degree highest, the staff of other departments until arranging to get online the stage to know some news, thus it can be seen attaching great importance to degree of Muye Science and Technology to YY tunes, but this has not been considered as the sad news, the true sad news was: YY project division ordered that conforms with YY tunes, and outputs all resources to YY tunes unconditionally! 紧接着,研发部的负责人告诉乔布斯第二个噩耗,其当年一位同学现在已经加入了牧野科技,虽然不负责yytunes的项目,但他知道yytunes在牧野科技现阶段产品任务中,是优先级最高,以及保密程度最高的一个,其他部门的员工直至筹备上线阶段才得知了一些讯息,由此可见牧野科技对yytunes的重视程度,而这还不算是噩耗,真正的噩耗是:yy事业部授命整合yytunes,并无条件向yytunes输出一切资源！ The matter that Jobs most fears is Muye Science and Technology lifts up high the skyer on YY tunes, iTunes -store at present the main user origin, is the Apple computer and iPod user, but the YY user is almost all Internet users, if YY full power supports YY tunes, first did not say that can iTunes -store the existing user has the impact, the most important thing is, it iTunes -store most users who was unable to cover are ransacked completely. 乔布斯最怕的事情就是牧野科技在yytunes上高举高打,itunes-store目前主要的用户来源,是苹果电脑以及ipod用户,而yy的用户是几乎所有的网民,如果yy全力支持yytunes,先不说会不会对itunes-store现有的用户造成冲击,最重要的是,它会把itunes-store还没能覆盖到的大部分用户全部洗劫一空。 But when Jobs back sends coolly, iPod business total person in charge reports the consultation that he just learned to him: The Muye Science and Technology second-generation player has researched and developed completes, although cannot attain the prototype, the material that but according to Asia collects, can affirm the Muye Science and Technology second-generation player also completely to marking Apple iPod . Moreover the overall level of product, should not lose in iPod. 而就在乔布斯后背发凉的时候,ipod业务总负责人向他汇报了一条他刚刚得知的咨询:牧野科技的第二代播放器已经研发完成,虽然拿不到样机,但根据亚洲搜集到的资料,可以肯定牧野科技的第二代播放器也完全对标苹果的ipod,而且产品的整体水平,应该不输于ipod。 Jobs after obtaining this news, thorough violent anger, if Muye Science and Technology makes YY tunes alone, oneself think that they want to capture the future market with Apple, but, if Muye Science and Technology makes in light of the player YY tunes together, that wants the Apple life! 乔布斯在得到这个消息之后,彻底暴怒,如果牧野科技单独做yytunes,自己会认为他们是想跟苹果抢未来的市场,但是,如果牧野科技把yytunes结合播放器一起做,那就是想要苹果的命了！ He falls the document fiercely in the iPod business person in charge front, cursed angrily: „A giant beast enterprise researched and developed one with your product almost did not have the difference to compete absolutely, but you were actually kept in the dark, knows this news to today! You neglect duty seriously! Absurd, laughable, impervious dereliction of duty! I thought that you have the big mistake in this position, I will apply to the board of directors, reconsiders your duty division!” 他把文件猛摔在ipod业务负责人的面前,怒骂道:“一个巨兽般的企业研发了一款和你的产品几乎没有差别的绝对竞品,而你却蒙在鼓里,一直到今天才知道这个消息！你这是严重的失职！荒唐的、可笑的、不可理喻的失职！我觉得你在这个职位上存在重大失误,我会向董事会申请,重新考虑你的职务划分的！” iPod business person in charge incomparably depressed saying: „Steve, Muye Science and Technology has own hardware laboratory, moreover purchased own production line, their interior also lists as the research and development of this model of product keeps secret the project highly, before they do not have officially unveils the product, we are very difficult to obtain the news, we only know that Muye Science and Technology has a model of inexpensive mp3 player, no one realized radically it will compete with iPod, after all the China market does not have comprehensively promotes the potential of high-end player.” ipod业务负责人无比郁闷的说道:“史蒂夫,牧野科技有自己的硬件实验室,而且收购了自己的生产线,他们内部也把这款产品的研发列为高度保密项目,在他们没有正式推出产品之前,我们很难得到消息,我们只知道牧野科技早就有一款廉价的mp3播放器,根本没有人意识到它会跟ipod竞争,毕竟华夏市场根本就不具备全面推动高端播放器的潜力。” „You do not need to argue for yourself!” Jobs's furious saying: „Makes you be responsible for the iPod business, is to make you while guaranteeing the iPod rapid growth, to global all competitors, and potential competitor pays close attention, you have not noticed the Muye Science and Technology pointed movement, is your dereliction of duty!” “你不用为自己辩解！”乔布斯怒不可遏的说道:“让你负责ipod业务,是让你在确保ipod快速发展的同时,对全球所有的竞争对手,以及潜在竞争对手密切关注,你没有注意到牧野科技的针对性动作,就是你的失职！” Some iPod business person in charge fires are also big, he is staring at Jobs, asked him: „Steve, without obtains Muye Science and Technology to research and develop the matter of new player beforehand is my dereliction of duty, then without obtains Muye Science and Technology to research and develop the YY tunes matter beforehand, whose dereliction of duty is also?!” ipod业务负责人也有些火大,他盯着乔布斯,反问他:“史蒂夫,如果没事先得到牧野科技研发新播放器的事情是我的失职,那么没事先得到牧野科技研发yytunes的事情,又是谁的失职呢？！” Jobs suddenly some unable to respond. 乔布斯一时间有些无言以对。 Other person also look at each other in dismay in room. 房间里的其他人也都面面相觑。 iTunes -store, is Jobs personally the project that fences to thrust, properly speaking, should for this matter responsible person, be he. itunes-store,是乔布斯亲自操刀力推的项目,按理说,应该为这件事负责的人,就是他。 At this time, person in charge of marketing department saw the atmosphere to be awkward, hastily came out to mediate saying: „Everyone first so do not play out, I felt, we neglected Muye Science and Technology these two actions, finally although is very brutal, but also not necessarily is our teams has the mistake.” 这个时候,市场部的负责人见气氛尴尬,急忙出来圆场道:“大家先不要这么剑拔弩张,我觉得,我们忽略了牧野科技的这两个举动,结果虽然很残酷,但也未必是我们的团队就有错。” Everyone looks to him, Jobs asked: „You said that supposes the meaning?” 所有人都看向他,乔布斯问:“你这么说是设么意思？” The opposite party explained: „First, Apple has not listed as the sensitive competitor who Muye Science and Technology needs the key attention, we pay close attention to Microsoft, to pay attention to i Boss m, to pay attention to sony, to pay attention to many computer hardware manufacturers and player manufacturers, goes all-out to obtain their all action messages, but we had not determined in the interior must pay attention to Muye Science and Technology every action and every movement, therefore this is not somebody's dereliction of duty, but was our whole neglected Muye Science and Technology this behind ambition that the immediate Instant Messenger business by company built up.” 对方解释道:“首先,苹果内部从来没将牧野科技列为需要重点关注的敏感竞争对手,我们密切关注微软、关注ibm、关注sony、关注许许多多的计算机硬件厂商以及播放器厂商,尽全力得到他们所有的动作信息,但我们从来没有在内部确定过要关注牧野科技的一举一动,所以这不是某个人的失职,而是我们整体忽略了牧野科技这家以即时通讯业务起家的公司背后的野心。” Saying, him was also saying: „Next, Muye Science and Technology in China, moreover itself keeps secret to these two projects highly, we were more difficult to obtain the related information, Muye Science and Technology poached so many research and development talents from Silicon Valley, in this was Google, Cisco and Oracle senior R & D personnel, but it is said that YY tunes development time, entire was responsible for the R & D team is the China person, all foreign staff stood out of the way completely uselessly !” 说着,他又道:“其次,牧野科技远在华夏,而且本身就对这两个项目高度保密,我们就更难得到相关的信息,牧野科技从硅谷挖走了那么多研发人才,这里面很多都是谷歌、思科、甲骨文的高级研发人员,但据说,yytunes开发的时候,整个负责研发团队全是华夏人,所有外国员工全部靠边站、一个都没用！” Jobs hears here, angry scolded: „Li Mu this damn nationalist!” 乔布斯听到这里,愤怒的骂道:“李牧这个该死的民族主义者！”
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