????如何為那些真正能做出開創性貢獻的人才提供到位的激勵是個非常復雜的問題。我想，十年之后，人們會說我們并不是一家曇花一現的公司。但我們同樣不僅僅代表著下一代的游戲終端。可以通過我們的系統發行電影。圍繞電影的整個用戶界面都能發送，而不光是電影本身……

????我們擁有巨大的企業級市場。游戲市場的規模是600億美元。企業級市場的規模約為1,200億美元，還有中小企業、消費者、教育界，以及其他很多種市場、賣點，等等。這一技術的應用領域如此廣泛，因此在某種程度上，對大多數公司而言，我們創造的這一技術有點包羅萬象，所以它們很難理解，它與它們的哪些業務可以發生關聯——無論是從積極的方面而言，還是從可能構成的威脅而言……

????索尼對改變這種局面幫助很大。因為如果沒有人大力支持這一技術，那些大公司就會袖手旁觀，說些諸如此類的風涼話：“行了，不需要我們親自動手，也許這些家伙自己就會銷聲匿跡的。”但一旦有人站出來立下戰書并聲稱：“我們支持這個新事物，”那么這一風險暗藏的局面就會立即改觀。大家會不再怎么嘟囔“希望這種顛覆創新不會發生”，而是紛紛表示“希望我們不會掉隊”。

????說到落在人后，OnLive的應用在蘋果應用商店（Apple App Store）的審核批準曾拖了大約6個月。而照您剛才描述的畫面，OnLive在如此眾多的領域都一路攻城略地、所向披靡過來了，那么碰到當時這種局面，是否很讓人郁悶？

????希望進軍的每個平臺都有特定的挑戰，這些都得逐一面對。對這每一個平臺來說，都會有一場不同的談判。事情千頭萬緒，對方也有不同的要務要處理，而你只能一個不落地去適應他們。有時候，你的合作伙伴度假去了，或是要處理一些讓他們焦頭爛額的事。你永遠沒法知道會發生什么。有一次，我們有一款電視機即將出貨，但供應商突然停止生產其中的芯片，于是電視機廠商就沒法再順利出貨。你怎么能料到這些事情呢？而這僅僅是我們必須穿過的無數激流險灘之一。

????貴司曾和蘋果公司談過你們的應用嗎？

????我們曾和蘋果開展過廣泛探討，并且已通過他們的審批流程。和所有經過這一審批流程的公司一樣，我們也不想透露這方面的細節，只想說確實已經和對方進行過討論，并且努力滿足了他們的要求。蘋果有一套要致力維系的高標準，他們有自己的立場。最終我們還是在他們規定的框架內達到了標準。這方面我們可謂不遺余力，精益求精。

????蘋果還批準了我們其他一些應用。比如OnLive Viewer，通過它可以觀看游戲。還有OnLive Desktop，能用在桌面上……要獲得蘋果認可是一個非常復雜的過程，這就好比你如果拿著全新的東西走進一個領域，你最好是保持耐心，在能夠有所進展的地方設法前進，如果做不到，那就原地逗留，伺機而動。

????您知道到底是什么讓蘋果遲遲沒有批準你們進駐嗎？

????坦率地說，我們真不知道。我們所知道的就是，遲遲無法獲批。所以這個過程真是費盡心機。蘋果沒義務為此特別明確問題所在，也沒有義務在批準過程上始終保持一致的做法。我們能做的只有盡力而為。

????您認為這種情況真會出現嗎？

????希望如此吧。我也不知道。我們一直在盡力而為，但現實世界就是如此。有時候披頭士樂隊（Beatles）對蘋果也未必認可，而有時候蘋果又對其他人不予放行。只能說，你希望最后能邁過這道坎。

????譯者：清遠

????And to keep incentives in place for people that are doing something which is truly groundbreaking is a very complex equation. I think after 10 years, people can say we're not a pop-and-top company. But it is also the case that we're not just the next generation of consoles. You can distribute movies through us. You can distribute the entire user interface around the movie, not just the movie itself….

????We have this huge market in enterprise. The game market is a $60 billion market. The enterprise market is about $120 billion market, and then there's small- and medium-sized business, there's the consumer, education, there's all these other markets, point-of-sale, and so on. The applications of this technology are vast, and so in some ways we've created something which is too broad in scope for most companies to wrap their heads around in the sense of where it relates to their business — both in the positive and how it threatens them….

????Sony helps a lot with that, because if nobody has big backing, then the large companies kind of stand back and say, "All right, we don't need to do anything, and maybe these guys will actually fade away." But once someone's thrown the gauntlet down and said, "We're getting behind this thing," then the risk equation changes. It's less about "let's hope this doesn't happen," and more about "let's hope we don't get left behind."

????Speaking of being left behind, OnLive's app has been pending approval with the Apple App Store for about six months. With the portrait that you just painted of all of the different areas OnLive is functioning, how frustrating has that been?

????Every platform you try to move into has challenges that you've got to deal with. For everyone it's a different negotiation. There's different things, they've got different priorities, and you've got to work for all of them. Sometimes the people you want to work with are on vacation or they have an issue they're dealing with that is really bogging them down. You never know. We had a television ready to ship and the manufacturer stopped making the chip that was inside it, and so the TV maker couldn't ship the product. Okay, well how do you anticipate that? So, you know, that is just one of the shoals that we have to get around.

????Have you spoken with Apple about your app?

????We have spoken with Apple extensively and we've gone through the approval process. Like every other company that goes through the approval process, you generally don't want to go and share any details about that, other than to say that you've had discussions with them and you're trying to work things out. Apple has their standards they're trying to maintain, they have their point of view. Ultimately we have to go and work within that framework. We're doing the best we can.

????They've approved other apps. The OnLive Viewer is there, and you can watch games. We have OnLive Desktop and you can use it with your desktop…. It's very complicated, and the best you can do if you're walking into the world with something that's brand-new, is be patient and make headway where you can make headway, and stick around and wait if you can't.

????Do know what the issue is that's holding up the approval?

????The honest answer is we really don't. We do know that it has not been approved, though. So, it's complicated. There's no real obligation for them to go and specifically identify or be consistent in how they approve things. You do the best you can.

????Do you think that it will happen?

????I hope so. I don't know. We're trying our best and it's the world we live in. Sometimes the Beatles don't approve Apple, sometimes Apple doesn't approve somebody else. You hope that eventually you get over the hump.