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專欄 - 蘋果2_0

三星:兩面受敵,,處境狼狽

Philip Elmer-DeWitt 2011年09月06日

蘋果(Apple)公司內(nèi)部流傳著一個(gè)老笑話,,那就是史蒂夫·喬布斯周圍是一片“現(xiàn)實(shí)扭曲力場(chǎng)”:你離他太近的話,就會(huì)相信他所說的話,。蘋果的數(shù)百萬用戶中已經(jīng)有不少成了該公司的“信徒”,而很多蘋果投資者也賺得盆滿缽滿,。不過,,Elmer-DeWitt認(rèn)為,,在報(bào)道蘋果公司時(shí)有點(diǎn)懷疑精神不是壞事,。聽他的應(yīng)該沒錯(cuò),。要知道,他自從1982年就開始報(bào)道蘋果,、觀察史蒂夫·喬布斯經(jīng)營(yíng)該公司,。
世界頭號(hào)Android設(shè)備制造商眼下正兩面受敵,在柏林國(guó)際電子消費(fèi)品展覽會(huì)也因禁售風(fēng)波臨時(shí)變陣,草草收?qǐng)觥?

????三星公司在柏林展位上匆忙遮蓋,。來源:Android新聞網(wǎng)站AndroidPit

????上周,三星公司(Samsung)遭受雙重打擊,,到底會(huì)傷筋動(dòng)骨還是無關(guān)緊要,,目前尚有待觀察,。首先是其驚人的銷量引發(fā)質(zhì)疑,;其次,,三星銷售的產(chǎn)品與蘋果公司(Apple)的iPhone和iPad驚人的相似,,涉嫌侵權(quán)。

????? 出貨量 vs.銷售額。去年12月,,三星公司宣稱自己的7英寸銀河平板電腦(Galaxy Tab)出貨量達(dá)到了100萬臺(tái),,消息登上了不少媒體的頭條。但這個(gè)數(shù)字遭到斯蒂夫?喬布斯的公開質(zhì)疑,喬布斯戲稱,,這100萬臺(tái)中的大多數(shù)可能都還躺在貨架上。如果周五《衛(wèi)報(bào)》(Guardian)的一篇報(bào)道可以采信,,那么喬布斯可能比他自己所意識(shí)到的還要更接近事實(shí)真相,。據(jù)聯(lián)想電腦公司(Lenovo)的高管安德魯?巴羅稱,2010年三星公司實(shí)際上只賣出了2萬臺(tái)銀河平板電腦——僅為其出貨量的2%,。這個(gè)數(shù)字少得驚人,因而在科技類媒體上被廣泛報(bào)道。但由于此消息來自與三星公司競(jìng)爭(zhēng)最激烈的對(duì)手之一,其可信度還有待檢驗(yàn)。

????? 專利之戰(zhàn),??萍紝@┛虵OSS Patent的主筆弗洛里安?穆勒上周六報(bào)道稱,,在柏林舉行的大型電子消費(fèi)品展銷會(huì)開幕第二天,,三星公司就被迫從展位上撤下其新款7.7英寸銀河平板電腦及其市場(chǎng)推廣材料,。三星甚至刮掉了樣品下的產(chǎn)品名稱,。當(dāng)時(shí)來自世界各地的科技記者云集展會(huì),,這一幕就在眾目睽睽之下上演。這一風(fēng)波的起因源自蘋果對(duì)三星的一系列專利訴訟,。蘋果訴稱三星“亦步亦趨地”仿冒了自己的知識(shí)產(chǎn)權(quán),。上個(gè)月,杜爾塞多夫的地方法院做出了有利于蘋果公司的初步裁決,,禁止在歐洲銷售10英寸的銀河平板電腦,。據(jù)穆勒稱,該法院已發(fā)布了第二輪禁令,,將禁售令擴(kuò)大到了7.7英寸的新款上,。

????盡管如此,三星仍有可能在訴訟戰(zhàn)中取勝,,或是與蘋果達(dá)成某種形式的和解,。三星也還有機(jī)會(huì)發(fā)布可信的銷售數(shù)字,區(qū)分清楚給經(jīng)銷商的出貨量與賣給終端客戶的銷量,。但在此之前,,三星公司的公關(guān)代表都會(huì)如坐針氈。以下內(nèi)容為穆勒翻譯的視頻采訪對(duì)話,,內(nèi)容是AndroidPit網(wǎng)站的法比恩?羅林格采訪三星德國(guó)分公司新聞發(fā)言人,。

????AndroidPit:大家都看見你們把所有7.7英寸銀河平板電腦都搬走了,還用一塊布遮住了(部分展臺(tái)),。這是怎么回事,?

????三星公司:在當(dāng)前情況下,我們已決定用其他參展的重點(diǎn)產(chǎn)品代替這款產(chǎn)品,,也就是新款智能手機(jī)(Galaxy Note),,因?yàn)?,正如媒體所報(bào)道的那樣,我們不會(huì)在德國(guó)銷售這款產(chǎn)品,,所以我們希望能向客戶集中展示其他產(chǎn)品——新款智能手機(jī)(Galaxy Note),。

????AndroidPit:這件事跟蘋果公司有什么關(guān)系嗎?

????三星公司:對(duì)于這件事,,我得請(qǐng)你諒解,我不能對(duì)目前的(法律事務(wù))進(jìn)展發(fā)表任何看法,。

????AndroidPit:那么很明顯你們想更多專注于這款智能手機(jī),,因此臨時(shí)決定重新布置展臺(tái)?

????三星公司:這款智能手機(jī)將是我們的重點(diǎn)產(chǎn)品,,而因?yàn)槠渌a(chǎn)品無法在德國(guó)銷售,,我想,集中展示將在德國(guó)推出的產(chǎn)品對(duì)(參展的)客戶會(huì)更好些,,也更簡(jiǎn)單些,,也符合展會(huì)觀眾的利益。

????穆勒指出,,這位名叫卡斯塔德特的發(fā)言人極力草草結(jié)束訪談,,并自始至終避免提到“7.7英寸銀河平板電腦”這個(gè)詞,而是用“這個(gè)產(chǎn)品”,,或“那個(gè)產(chǎn)品”來指代,。產(chǎn)品被禁售,還要硬撐著在這個(gè)國(guó)家做生意可真不是件容易的事,。

????譯者:清遠(yuǎn)

????Samsung suffered a pair of setbacks last week, although whether they are substantive or superficial remains to be seen. One called into question its impressive sales figures, the other its legal right to sell devices that bear such a striking resemblance to Apple's (AAPL) iPhones and iPads.

????? Shipments vs. Sales. Samsung made headlines last year when it announced in December that it had shipped 1 million units of its 7-inch Galaxy Tab -- a figure that Steve Jobs publicly challenged, joking that most of those 1 million Tabs were probably still sitting on the shelf. Jobs may have struck closer to home than he realized, if a report in Friday's Guardian is to be believed. According to Andrew Barrow, an executive at Lenovo, Samsung sold only 20,000 Galaxy Tabs in 2010 -- just 2% of the 1 million it shipped. That's an astonishing low number that 's getting a lot of play in the tech press. But it cannot be considered definitive because it comes from one of Samsung fiercest competitors.

????? Patent wars. FOSS Patents' Florian Mueller reported Saturday that on the second day of a major electronics trade show in Berlin Samsung was forced to remove from its booth both its new 7.7-inch Galaxy Tabs and the promotional material that accompanied them. It even scraped off the product's name where it appeared below the samples. The incident -- which played out in front of tech journalists from around the world -- stemmed from one of the many patent suits Apple has filed against Samsung, accusing it of "slavishly" copying Apple's intellectual property. Last month a regional court in Dusseldorf issued a preliminary ruling in Apple's favor, banning the sale of the 10-inch Galaxy Tab in Europe. According to Mueller, the court has issued a second injunction extending the ban to cover the new 7.7-inch model.

????Samsung may yet prevail -- or reach a settlement -- in its court battles with Apple. And it may yet release credible sales figures that distinguish between shipments to distributors and sales to customers. Until then, its PR representatives are in a tough spot. Below: Mueller's translation of a video interview AndroidPit's Fabien Roehlinger conducted with the press spokeswoman of Samsung's German subsidiary.

????AndroidPit: People saw that you removed all Galaxy Tabs 7.7 and covered [parts of the tables] with a sheet. What's the matter with this?

????Samsung: We have decided -- on a current occasion -- to replace the product with our other IFA highlight product, the Galaxy Note, since, as the press reported, we weren't going to offer the product for sale in Germany anyway, so we want to show our customers the other product -- the [Galaxy] Note -- more closely.

????AndroidPit: Does this have to do with Apple by any chance?

????Samsung: On this one I have to ask you for your understanding that I'm not allowed to comment on an ongoing [legal] proceeding.

????AndroidPit: So this apparently means you want to focus more on the Galaxy Note and you have therefore taken a decision on short notice to rearrange your exhibits?

????Samsung: The Note was going to be our highlight product anyway and since the other product wasn't going to be sold in Germany at any rate, I believe it's also better for the consumers here [at the show] and simpler and in the interest of trade show visitors that we really show only those products that are really going to be released in Germany.

????Mueller points out that Karstadt managed to get through the Q&A without ever uttering the words "Galaxy Tab 7.7," referring to it instead as "the product" or "the other product." It's not easy doing business in a country where your product has been banned.

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