摩托羅拉如何尋回舊日榮光,?
????在這次講解中,另一個(gè)獲得廣泛反響的主題是所謂的“純凈版安卓”,。在安卓系統(tǒng)的機(jī)海大軍中,,各家廠商的訂制安卓版本也是不計(jì)其數(shù),摩托羅拉則選擇了谷歌提供給各大廠商的原始代碼,,幾乎原封未動(dòng),。摩托羅拉似乎認(rèn)為“原汁原味”也是一個(gè)差異點(diǎn)。它把安卓的這個(gè)版本稱為“香草安卓”(Vanilla Android),,這可能也是習(xí)慣??犰牛驵孱^的消費(fèi)電子產(chǎn)業(yè)第一次把“原生版”與“更好”劃等號(hào),。摩托羅拉表示,,這個(gè)原生版系統(tǒng)能夠比其他各大廠商的定制系統(tǒng)更快地獲得重要軟件更新。 ????摩托羅拉高級(jí)軟件副總裁史蒂夫?霍洛維茨堅(jiān)稱,,摩托羅拉最大程度地保留了原裝安卓系統(tǒng),,這是其他任何競(jìng)爭(zhēng)對(duì)手所無(wú)法比擬的。他對(duì)我表示:“坦率地說(shuō),,我最喜歡的一點(diǎn)是,,這部手機(jī)上有一些人們甚至不知道是某種功能的功能?!北热鏜oto X的一項(xiàng)新功能是,,當(dāng)鬧鐘響起或者有來(lái)電時(shí),你只要用手揮過(guò)顯示屏上方就可以靜音,而不用像其它手機(jī)一樣需要又按又劃的,。他表示:“它簡(jiǎn)直就像一個(gè)自然而然的手勢(shì)——‘噢,,快停吧’,然后它就停下了,?!憋@得非常有逼格。 ????但是,,這些別出心裁的功能能否吸引大批消費(fèi)者回到摩托羅拉的柜臺(tái),,并心甘情愿地花高價(jià)買一部摩托羅拉手機(jī),還有待觀察,。摩托羅拉目前仍處于轉(zhuǎn)型階段,,但這次艱難的轉(zhuǎn)型也幾乎“劫持”了它旗下生產(chǎn)的所有產(chǎn)品。隨著摩托羅拉的最后一條組裝線遷至聯(lián)想的老家——中國(guó),,曾經(jīng)被高調(diào)宣傳的位于德克薩斯州的摩托羅拉新工廠也將關(guān)閉,。另外,摩托羅拉現(xiàn)在還沒(méi)有從跟硅谷大鱷谷歌的“閃婚閃離”中恢復(fù)元?dú)?。?lián)想收購(gòu)摩托的交易預(yù)計(jì)要到2015年才能完成,,因此,從現(xiàn)在到年底這段時(shí)間,,摩托羅拉都將處于進(jìn)退兩難的處境,。如果公司的高管團(tuán)隊(duì)可以把收購(gòu)大戲先放在一邊,全力研發(fā)有吸引力的設(shè)備——比如新的Droid手機(jī),,那么至少在美國(guó),,它還可以利用深埋在人們心底的“情懷”再賺上一筆。 ????摩托羅拉擁有選擇的自由?,F(xiàn)在它只需要放開(kāi)手做出選擇,。(財(cái)富中文網(wǎng)) ????譯者:樸成奎 |
????Another theme that echoed during the presentation was that of “Pure Android.” Awash in a sea of customized versions of Google’s Android mobile operating system, Motorola has chosen to take the foundation of code Google releases to its partners and leave it mostly untouched. The company sees it as a point of differentiation. It touts it as a “Vanilla Android” experience, perhaps the first time in the history of blinking, buzzing consumer electronics in which “plain” was equated with “preferred.” The result, it says, is a faster, leaner device that’s capable of receiving major software updates sooner than the more customized phones on offer by every other manufacturer. ????Steve Horowitz, Motorola’s senior vice president of software, was insistent that the company’s restrained tweaks to Android could not be matched by any competitor. “One of things that I like, frankly, are features that people don’t even know are features,” he told me. He’s referring to a new feature in which you merely wave your hand over the phone’s display to silence an alarm or incoming call, rather than press, tap, or swipe as on other phones. “It’s almost like a natural gesture—’Oh, stop it,’ and it just works,” he said. It’s a neat parlor trick. ????Whether such subtleties are enough to send the masses back to the store and pay a premium for a Motorola device remains to be seen. The company continues to be in transition, and that narrative has hijacked most everything related to the products it makes. Its new and highly touted Texas assembly plant is expected to close as final assembly moves to China, Lenovo’s home. The Midwestern company is still recovering from its whirlwind marriage to (and divorce from) that beacon of Silicon Valley, Google. And the Lenovo deal isn’t even expected to close until 2015, leaving it in limbo for the rest of the year. If its executive team can put all the corporate drama behind it and focus once again on making compelling devices—Droid, anyone?—they could very well take advantage of a lot of latent goodwill for the company, at least in the U.S. ????Motorola has the freedom to choose. Now it just needs to do it. |
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