精品国产_亚洲人成在线高清,国产精品成人久久久久,国语自产偷拍精品视频偷拍

立即打開
Lumia能拯救諾基亞嗎?(節選)

Lumia能拯救諾基亞嗎?(節選)

Michal Lev-Ram 2012-09-07
苦苦掙扎的諾基亞推出全新Lumia智能手機,希望能夠重振公司在手機市場上的雄風。然而,諾基亞早已喪失了搶奪智能手機市場份額的大好良機,而如今主導諾基亞智能手機業務的執行副總裁以前竟然是一位營銷經理,缺乏技術管理經驗。諾基亞能夠贏得這場翻身仗嗎?

????斯蒂芬?埃洛普自從2010年擔任諾基亞公司(Nokia)首席執行官以來,已經實施了一系列大膽舉措,從發布重振軍心的備忘錄,將這家麻煩纏身的手機制造商比作一個站在著火平臺上的人,到將公司的未來押寶在微軟(Microsoft)的Windows操作系統上。他還有其它的大膽舉動嗎?現在,他將重振諾基亞智能手機業務——進一步說,也是讓整個公司重振旗鼓——的重任交到了瓊?哈爾羅的手上。而這是一位缺乏技術管理經驗的前任營銷經理。

????9月初,就在陪審團判定全球頭號手機廠商三星公司(Samsung)侵犯了蘋果公司(Apple)數項專利,市場的一片嘩然和混亂剛剛落幕之際,哈爾羅便推出了自己的最新舉措——發布了兩款搭載微軟最新移動平臺Windows 8的時尚手機。分析師相信,此次勝訴將會讓蘋果公司更理直氣壯地起訴其他手機廠商。盡管一些觀察人士暗示,蘋果公司可能并不會把搭載微軟系統的手機放在眼里,但有一點是確定無疑的:這一裁決將迫使手機企業對自己的產品充分差異化,以區別于iPhone。但是,深陷困境的諾基亞早已錯過了消費者紛紛改用智能手機的市場良機,它能推出具備足夠新意的手機撼動蘋果的江湖地位嗎?

????顯然,哈爾羅對此堅信不疑。2010年7月,埃洛普欽點她執掌智能手機的運營大任。而她為《財富》雜志(Fortune)提供了深入公司內部的機會,讓我們得以一窺她為了將諾基亞的最新款智能手機產品線推向市場而采取了哪些步驟。這一市場試水行動首先由Lumia 800和Lumia 710這兩款手機充當先鋒,它們于2011年秋推向全球市場。她說:“要重新吸引人們的關注,就得有最棒的產品。”她的第一步是向微軟示愛。為了確保兩個公司的隊伍保持同步,她重新調整了諾基亞的組織架構,力求與微軟的Windows手機部門架構相匹配。微軟副總裁兼Windows手機部門總監特里?邁爾森證實了她的說法:“我信得過她。她也采用了同樣直接、真誠的溝通方式激勵自己的團隊。”

????即便在積極謀求與微軟合作時,她也不忘對其他業務部門開展大刀闊斧的改革,其中就包括遣散諾基亞自己的塞班操作系統(Symbian)的開發團隊。而這一系統現在已將舞臺拱手讓給了Windows系統。她表示,前往諾基亞位于英國范堡羅的辦公室去遣散上百名工程師那天是自己在諾基亞經歷過的最艱難一天。她說:“那時,我的工作主要是重組公司將保留下來的部門。遣散行動是個很大的挑戰,不過我堅信,這才是諾基亞通往美好未來的唯一道路。”

????諾基亞在智能手機上的新戰略能否打開局面還難以很快見到分曉,但這家手機企業已經獲得了一些提前到來的小小勝利。在哈爾羅的密切督促下,她的團隊已實現了生產目標,甚至獲得了一些贊譽。上個財季諾基亞Lumia系列共出貨400萬臺,較前一財季的銷售量翻了一番。科技博客CNET.com對Lumia 800的“創新設計”和“靚麗屏幕”贊賞有加,但對這款手機的拍照和攝像品質不無抱怨。最新款的Lumia多出了一些令人印象深刻的性能——特別是屏幕達到4.6英寸的Lumia 920,它的拍照功能顯著增強,可在微光環境下自如拍攝(請看文末的照片)。

????哈爾羅表示,諾基亞將發揮自己的強項,使Lumia系列憑借一系列創新脫穎而出,它們主要包括:定位服務(諾基亞擁有地圖供應商Navteq)、圖像功能、硬件設計,包括新材料的運用等。

????請點擊此處查看英文全文>>

????譯者:清遠

????Since Stephen Elop became CEO of Nokia in 2010 he has made a series of bold moves, from releasing a rally-the-troops memo comparing the flailing mobile-phone maker to a man on a burning platform to hitching the company's future to Microsoft's Windows operating system. His other daring deed? Assigning the crucial task of rebooting Nokia's smartphone business -- and by extension, resuscitating the entire company -- to Jo Harlow, a low-key former marketing manager with scant technical experience.

????Harlow unveiled her latest effort, two sleek new phones built atop the latest version of Microsoft's mobile platform, Windows 8, in early September in the wake of the chaos and confusion surrounding a jury verdict that found that No. 1 smartphone maker Samsung had infringed on several Apple patents. Analysts believe Apple (AAPL) will be emboldened by its win to sue other phonemakers, and while some observers have suggested that Microsoft-fueled phones may not be in Apple's cross hairs, one thing is clear: The ruling will push handset companies to differentiate their products from the iPhone. But can beleaguered Nokia (NOK), which largely missed the consumer shift to smart devices, deliver phones that are innovative enough to unseat Apple?

????Harlow, who was tapped in July 2010 by Elop to run the smartphone business, certainly thinks so. She offered Fortune an inside look at the steps she has taken to bring Nokia's newest smartphone line to market, starting with the Lumia 800 and the Lumia 710, released worldwide in the fall of 2011. "Becoming cool again means having great products," she says. Her first step: to show Microsoft (MSFT) some love. To make sure the teams were in sync, she rearranged her organization to match her partner's Windows Phone unit structure. "I can trust her with what she tells me," confirms Terry Myerson, the Microsoft vice president who heads the Windows Phone division. "She uses that same direct and genuine communication to motivate her team."

????Even as she was building bridges with Microsoft, Harlow was dismantling other operations, including teams that had been working on Nokia's internal operating system, Symbian, which lost out to Windows Phone. She says her most difficult day at Nokia was going out to the company's office in Farnborough, England, to lay off hundreds of engineers. "A big part of my job at that time was restructuring the organization that would remain," says Harlow. "It was a huge challenge, but I believed so strongly that this was the route to a great future for Nokia."

????It is too soon to know whether Nokia's smartphone strategy is a hit, but the handset maker has scored some small, early wins. Under Harlow's watchful eye, her team has met its production targets and even won some plaudits. Last quarter Nokia shipped 4 million Lumia phones, double the number it sold the quarter before. Tech blog CNET.com praised the Lumia 800's "innovative design" and "gorgeous screen" but complained about the device's camera and video quality. The newest Lumia devices pack some impressive features -- especially the 4.6-inch Lumia 920, which comes with a souped-up camera that lets users take pictures in low-light settings (see image at the bottom).

????Harlow says Nokia can play to its strength and differentiate Lumia smartphones with innovations in location-based services (it owns mapping provider Navteq), imaging, and hardware design, including the use of new materials.

熱讀文章
熱門視頻
掃描二維碼下載財富APP

            主站蜘蛛池模板: 博罗县| 宣武区| 延边| 双流县| 朝阳县| 永善县| 丰镇市| 孝义市| 娱乐| 陵水| 青神县| 喀喇沁旗| 宁城县| 南澳县| 兴安盟| 阳谷县| 呼图壁县| 宿州市| 名山县| 丰镇市| 通辽市| 白山市| 阳朔县| 佛坪县| 英吉沙县| 遵化市| 东城区| 甘孜| 新龙县| 团风县| 莲花县| 永登县| 建湖县| 宁强县| 砀山县| 鹤庆县| 富蕴县| 鄂托克前旗| 临泽县| 铁岭市| 隆林|