[雙語閱讀]營銷失策 摩托羅拉發(fā)展受阻
2011-08-01   作者:肖瑩瑩/編  來源:經(jīng)濟(jì)參考報
 
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    摩托羅拉移動7月28日發(fā)布的財報顯示,其二季度凈虧損5600萬美元,與去年同期8000萬美元的盈利大相徑庭。這份財報還預(yù)計,由于一款重要智能手機(jī)發(fā)布日期的持續(xù)推遲和平板電腦價格的下調(diào),其三季度利潤可能低于預(yù)期。摩托羅拉移動首席執(zhí)行官桑杰·賈自己也承認(rèn),公司本可以在營銷上做得更好。

  Underlying Motorola’s challenges is a fast-evolving cellphone market in which the definition of success has been changing dramatically. In 2005,Motorola scored a blockbuster with its super-thin Razr phone,because shape was largely what set handsets apart. Now,the focus has moved to the operating system and its ecosystem of applications. Motorola benefited from an early start with Android. But the shift has made it harder for phone makers to distinguish their products and could create an opening for players that don’t have much of an established brand in the U.S.,like China’s Huawei Technologies Co. and ZTE Corp.
  摩托羅拉的挑戰(zhàn)根源是迅速發(fā)展的手機(jī)市場,在這個市場上,成功的定義一直在急劇變化。2005年,摩托羅拉以超薄的Razr手機(jī)而一鳴驚人,因為當(dāng)時形狀是使手機(jī)與眾不同的主要因素。如今,關(guān)注點轉(zhuǎn)移到了操作系統(tǒng)和應(yīng)用程序上。摩托羅拉因與安卓合作較早而獲益。不過,對操作系統(tǒng)和應(yīng)用程序的關(guān)注加大了手機(jī)生產(chǎn)商使自己產(chǎn)品脫穎而出的難度,可能給在美國沒有老牌品牌的廠商創(chuàng)造一個機(jī)會,比如中國的華為和中興。
  (《華爾街日報》)
  中興美國公司首席執(zhí)行長程立新說,今天的消費者到店里找智能手機(jī)的時候,更多地是在找iPhone、安卓或Windows手機(jī);在過去,他們進(jìn)店是要找一部諾基亞、三星或摩托羅拉的手機(jī)。

  Chief Executive Sanjay Jha said Motorola’s Bionic,a high-speed device for Verizon Wireless,would be delayed until September,which was later than analysts had expected for the device whose launch had already been delayed to the summer from its original target for a second quarter launch. The delay,which also involves a Motorola tablet computer,will put Motorola under ever more pressure to compete with Apple Inc, which is expected to launch a new iPhone this fall at Verizon Wireless.
  公司首席執(zhí)行官桑杰·賈表示,摩托羅拉為韋里孫無線提供的高速設(shè)備(4G智能手機(jī))Bionic將推遲到9月發(fā)布。這比分析師預(yù)計的日期還要晚。原先摩托羅拉瞄準(zhǔn)在第二季度推出Bionic,后推遲至今年夏天。此次的新品發(fā)布推遲計劃還涉及到摩托羅拉的平板電腦(4G版XOOM平板電腦),讓其在同蘋果的競爭中處于更大的壓力之下。后者預(yù)計今年秋季將在韋里孫無線推出一款新型iPhone手機(jī)。(路透社)
  蒙特利爾銀行資本市場公司提供的數(shù)據(jù)顯示,摩托羅拉在美國最大無線運營商——韋里孫無線智能手機(jī)中的份額下降幅度很大,今年一季度從上年同期的38%下降到18%。

  Mr Icahn disclosed his discussions with Motorola in a Securities and Exchange Commission filing. He said that he had held talks with the Libertyville,Illinois-based company and noted that Motorola’s patent portfolio is “substantially larger” than Nortel’s and includes numerous patents for so-called 4G telecommunication technologies that have “significant”value.
  伊坎在遞交給美國證券交易委員會的文件中披露,他已同摩托羅拉展開過討論,認(rèn)為這家公司在專利組合的規(guī)模方面比北電網(wǎng)絡(luò)大得多,并且摩托羅拉在4G通訊技術(shù)方面擁有很多有重大價值的專利。(英國《金融時報》)
  投資大亨卡爾·伊坎在摩托羅拉持股11.36%,為其最大的股東。分析師們指出,谷歌可能將有意購買摩托羅拉的一些無線技術(shù)專利。不過,已有業(yè)內(nèi)人士對摩托羅拉出售其專利資產(chǎn)的建議存疑,稱如此一來摩托羅拉將只是一家硬件制造廠,專利費用支出將會增加。

  When Motorola Mobility Holdings Inc. reports its second-quarter results Thursday,all eyes will be on how the U.S. cellphone maker is handling its separation from the more stable network-technology business,which now exists as Motorola Solutions Inc. Since the Jan. 4 split,Mobility’s shares are down 26% while Solution’s shares are up 15%.
  摩托羅拉移動周四公布二季度收益報告時,外界將聚焦這家美國手機(jī)生產(chǎn)商從更為穩(wěn)定的網(wǎng)絡(luò)技術(shù)業(yè)務(wù)中分拆出來后的表現(xiàn),后者目前作為摩托羅拉解決方案公司(Motorola Solutions)而獨立存在。自1月4日分拆以來,摩托羅拉移動的股價跌了26%,而摩托羅拉解決方案的股價漲了15%。(《華爾街日報》)
  與摩托羅拉移動二季度凈虧損5600萬美元形成鮮明對比的是,摩托羅拉解決方案公司二季度的凈利潤為3.49億美元,主要來自于企業(yè)和政府客戶的需求強(qiáng)勁。

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