谷歌強力整合生態系統對抗蘋果
Nexus Q媒體中心
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????最大的驚喜：谷歌宣布，到場的6,000名與會者，每人都會獲贈一部Nexus蓋世（Galaxy）手機、一部Nexus平板和一臺Nexus Q媒體中心。 ????極具戲劇性的場面：特技表演者佩戴著裝有視頻攝像頭的谷歌眼鏡，表演了一系列驚險至極的特技動作：極限跳傘演員從一架飛機上高空跳傘，徑直降落到莫斯克尼西會展中心的屋頂上；極限自行車運動員通過驚險的特技坡道，從一座建筑飛躍到另一座建筑上；最后，極限登山運動員沿著繩索從展中心中央天而降。 ????場面上的熱鬧幾乎掩蓋了這樣一個事實：除了Android手機銷量獨占鰲頭，谷歌在其它方面幾近全敗，該公司幾乎在各個前沿方向都扮演著追趕者角色。而谷歌Play和Nexus Q出現得實在有點遲了。微軟（Microsoft）背靠Xbox 360的多媒體播放器已經擁有了巨大的裝機量，而蘋果的iTunes早在十年前就已經出現。 ????分析師們沒有浪費時間，他們第一時間將谷歌的新產品與蘋果進行了對比： ????投資機構Topeka的布萊恩?懷特向客戶發出了即時報告，他寫道：“在我們看來，蘋果的生態系統仍然是移動領域最好的，總計超過65萬個應用程序，22萬5,000個原生iPad應用程序。與其相比，谷歌應用程序的總數為60萬個，但其中針對平板電腦的原生應用則少得可憐。蘋果應用程序商店的注冊帳號超過4億，應用程序下載量超過300億次，iCloud的用戶數目前也達到了1.25億。” ????資訊公司Forrester公司的詹姆斯?麥克奎維稱：“谷歌從亞馬遜身上看到，擊敗高端設備iPad的唯一途徑就是贏得眾多預備購買尺寸較小、價格較低的平板電腦的客戶，然后引導這些客戶購買更多由Android驅動的設備，更重要的是，引導他們使用谷歌Play等谷歌自有服務，以及觀看YouTube上可能出現的付費視頻節目。這些服務將成為一個秘密武器，把這支由Android設備組成的烏合之眾整合成能與蘋果抗衡的平臺，從而與蘋果競爭用戶的使用時間，而不是高端設備的銷售收入。 ????投資公司ISI的布萊恩?馬歇爾寫道：“這臺平板電腦199美元的定價，再加上新增增加的大量內容，有可能會將一些消費者吸引到Android生態系統。我們相信谷歌正在大幅改善其生態系統和Android，而且199美元的定價將有助于谷歌在平板電腦領域贏得消費者。然而，我們相信蘋果仍遙遙領先，同時也對我們關于iPad銷量的預測抱有信心（例如，2012年為6,400萬部，2012年為8,000萬部）。” ????譯者：項航 |
????The biggest crowd pleaser: The announcement that all 6,000 attendees will be getting a free Nexus Galaxy phone, a Nexus 7 tablet and a Nexus Q media player. ????The dramatic highlight: The live-streamed video of Google Glass-wearing stuntmen performing a variety of death-defying feats: skydivers jumping out of a passing airplane to land on the roof of the Moscone West; cyclists leaping from building to building via bicycle ramps; mountain climbers rappelling down the side of the conference center. ????Almost lost in the hoopla is the fact that except for its lead in Android phone sales, Google is playing catch-up on almost every front. Google Play and the Nexus Q, in particular, are coming in late. Microsoft (MSFT) has a huge installed base of multi-media players in its XBox 360 and Apple has a decade-long head start with iTunes. ????Analysts wasted no time comparing Google's offerings to Apple's: ????"In our view," wrote Topeka's Brian White in a quick note to clients, "Apple's ecosystem still remains the best in the mobile device world with over 650,000 apps in total and 225,000 apps that are native to the iPad. This compares to 600,000 apps in total for Google and an insignificant amount that are native for tablets. Apple already has 400 million accounts on the App Store with more than 30 billion App downloads, while 125 million users have registered for iCloud." ????From Forrester's James McQuivey: "Learning a lesson from Amazon, Google can see that the only way to beat the premium-worthy iPad is to go for the millions of customers who are ready for smaller and cheaper tablets and then grow those customers into more Android powered devices and, more importantly, Google-powered services like Google Play and whatever paid video experience YouTube will likely create. That range of services will be the secret to stitching together this rag-tag fleet of Android gadgets into a platform that can compete with Apple for minutes of user's attention rather than premium device dollars." ????"The $199 tablet price point as well as improved content availability could draw some consumers to the Android ecosystem," wrote ISI's Brian Marshall. "We believe GOOG is making meaningful improvements to its ecosystem/Android and that the $199 price point could help GOOG gain some traction in tablets. However, we believe AAPL remains well ahead and are comfortable with our iPad estimates (e.g., 64mil in CY12, 80mil in CY13)." |
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