????據(jù)報(bào)道,，微軟（Microsoft）有意徹底改變自身移動(dòng)戰(zhàn)略,，轉(zhuǎn)而免費(fèi)向移動(dòng)設(shè)備制造商提供Windows移動(dòng)版操作系統(tǒng)。

????周三,，科技博客The Verge在報(bào)道中援引“了解微軟公司計(jì)劃”的匿名消息人士,，稱(chēng)微軟可能放棄Windows Phone和Windows RT的授權(quán)費(fèi)收入，轉(zhuǎn)而提供免費(fèi)版本的Windows移動(dòng)操作系統(tǒng),，以爭(zhēng)取市場(chǎng)份額,。顯然，微軟此舉旨在增加從自身搜索廣告,、應(yīng)用程序以及Skype,、SkyDrive、Office等訂閱服務(wù)中獲得收入的機(jī)會(huì),。

????諾基亞（Nokia）是Windows手機(jī)操作系統(tǒng)最大的授權(quán)使用者（它在Windows手機(jī)市場(chǎng)上占據(jù)了高達(dá)80%的市場(chǎng)份額）,，而微軟于今秋收購(gòu)了諾基亞（Nokia）的手機(jī)業(yè)務(wù)，使得微軟移動(dòng)版Windows的授權(quán)費(fèi)收入丟了一大半,。而授權(quán)費(fèi)是微軟操作系統(tǒng)最大的收入來(lái)源,。

????事實(shí)上，授權(quán)是微軟的“立足之本”,。公司成立初期,，微軟決定將MS-DOS以及后來(lái)的Windows授權(quán)給電腦廠(chǎng)商使用,，認(rèn)為這是主導(dǎo)個(gè)人電腦市場(chǎng)的最佳途徑,。蘋(píng)果（Apple）采取了和它相反的策略，僅僅允許本品牌電腦搭載自身操作系統(tǒng),。最終微軟勝出,。直到互聯(lián)網(wǎng)興起，隨后的移動(dòng)設(shè)備大行其道,，授權(quán)費(fèi)收入才被廣告費(fèi)等其他來(lái)源的收入超越,。而谷歌（Google）也隨之主導(dǎo)了手機(jī)操作系統(tǒng)市場(chǎng)，并在平板電腦操作系統(tǒng)市場(chǎng)中占據(jù)了較大份額,。谷歌進(jìn)軍移動(dòng)業(yè)務(wù)是為了提升現(xiàn)有的廣告銷(xiāo)售業(yè)務(wù),。而此舉確實(shí)收效明顯。若微軟果真提供免費(fèi)版Windows,，顯然意在“師夷長(zhǎng)技以制夷”,。微軟旨在盡可能多的搶奪谷歌在在線(xiàn)廣告市場(chǎng)上占據(jù)的極高份額,。

????如果微軟真的有這個(gè)計(jì)劃，它將標(biāo)志著微軟企業(yè)戰(zhàn)略的重要轉(zhuǎn)變,，至少是在消費(fèi)市場(chǎng)上的重要轉(zhuǎn)變,。同時(shí)，這也等于默認(rèn)了它現(xiàn)行的移動(dòng)市場(chǎng)戰(zhàn)略效果不佳,。

????歸根到底,，這個(gè)決定在于增加的廣告收入和訂閱服務(wù)收入是否足以彌補(bǔ)丟掉的授權(quán)費(fèi)。這筆帳可不好算,。微軟的市場(chǎng)份額肯定會(huì)增長(zhǎng),，但這可能還不夠。畢竟,，谷歌在移動(dòng)市場(chǎng)上具有絕對(duì)優(yōu)勢(shì),，而蘋(píng)果用戶(hù)對(duì)于蘋(píng)果手機(jī)和平板電腦產(chǎn)品的忠誠(chéng)度極高，兩項(xiàng)業(yè)務(wù)對(duì)蘋(píng)果而言可謂利潤(rùn)豐厚,。

????正如The Verge上的一位評(píng)論者所言：“微軟不確定到底該學(xué)谷歌還是學(xué)蘋(píng)果,。”其實(shí)還有一種可能,，那就是：在移動(dòng)市場(chǎng)上,，微軟恐怕這兩個(gè)都學(xué)不像，所謂邯鄲學(xué)步是也,。（財(cái)富中文網(wǎng)）

????譯者：項(xiàng)航??

????Microsoft (MSFT) is reportedly considering a radical shift in its mobile strategy: offering its operating systems free to manufacturers of mobile devices.

????The Verge, quoting unnamed sources "familiar with Microsoft's plans" reported Wednesday that the company might trade in the revenues it gets from licensing Windows Phone and Windows RT by offering free versions of them in order to gain market share. The idea would be to increase opportunities to earn revenues from search ads as well as via Microsoft's apps and subscription services such as Skype, SkyDrive, and Office.

????Microsoft purchased Nokia's handset business this fall. Because Nokia was by far the largest Windows licensee for phones (it represents 80% of the Windows-powered handset market), a lot of that revenue has been lost anyway. Licensing fees make up the biggest source of revenue for Microsoft's operating systems.

????In fact, licensing is what built the company. In its early days, Microsoft decided that licensing MS-DOS, then Windows, to manufacturers was the best way to dominate the market for personal computers. Apple (AAPL) took the opposite tack, allowing its operating systems only on its own computers. Microsoft won that battle, and it wasn't until the rise of the popular Internet, and the subsequent explosion of mobile devices, that licensing became less important in the consumer market than other sources of revenue, such as ads. That's why Google (GOOG) was able to dominate the market for phone operating systems, and take up a sizable chunk of the tablet market. Google got into the mobile business to boost its existing business: ad sales. And it has worked. By offering free versions of Windows, Microsoft would be targeting Google by following that company's own strategy. Microsoft's main interest there is in taking away as much of Google's whopping-big share of the online ad market as possible.

????If Microsoft is indeed planning such a move, it would mark a big change in its corporate strategy, at least in the consumer market, as well as a tacit admission that its approach to the mobile market hasn't worked well enough.

????The decision will come down to whether the lost licensing fees would be made up for by increased revenues from ads and subscription services. That's not an easy calculation to make. Microsoft will surely gain market share, but that might not be enough, given Google's dominance, and the loyalty of Apple customers toward both phones and tablets, which for Apple are high-margin businesses.

????As one commenter on The Verge put it, "Microsoft isn't sure whether it should become Google or Apple." There is a third possibility: that in the mobile market, it will become neither.