????八個(gè)月前,，前惠普（HP）首席執(zhí)行官馬克?赫德因性騷擾丑聞被迫辭職。至今惠普的股價(jià)已經(jīng)下滑了10%,。投資者們都想知道這家世界上最大的科技公司何時(shí),，以及怎樣才能重回正軌。
????去年9月份,，李艾科被任命接替赫德?lián)位萜帐紫瘓?zhí)行官,。本周一下午,，李艾科發(fā)表了自任命以來(lái)的首次大型公開(kāi)演講，在舊金山向新聞媒體及分析師們拋出了自己為惠普制定的復(fù)興方案,。在30多分鐘的演說(shuō)中,，李艾科概述了惠普未來(lái)將著重發(fā)展的三大方向：云計(jì)算；一系列面向個(gè)人消費(fèi)者和企業(yè)的互聯(lián)網(wǎng)接入硬件,；以及軟件,，包括將惠普webOS（之前屬于Palm）推向數(shù)億PC機(jī)、平板電腦,、打印機(jī)和智能手機(jī),。這三大戰(zhàn)略將如何提升惠普的財(cái)務(wù)狀況？該公司首席財(cái)務(wù)官凱茜?萊斯加克預(yù)計(jì),，到2014年,，公司將會(huì)獲得每股7美元的盈利[根據(jù)非公認(rèn)會(huì)計(jì)準(zhǔn)則（non-GAAP）計(jì)算]。
????在擠滿金融分析師的走廊里,，大家對(duì)此的反應(yīng)基本是正面的,。最引人關(guān)注的是李艾科公布的云戰(zhàn)略。借助云戰(zhàn)略,，李艾科將帶領(lǐng)惠普脫離高端市場(chǎng)的競(jìng)爭(zhēng),，避免與IBM和甲骨文（Oracle）等公司在此領(lǐng)域正面交鋒，而將重心轉(zhuǎn)移至為大型公司和政府客戶提供非關(guān)鍵應(yīng)用,，以及為全球的中小型企業(yè)提供近乎完備的服務(wù),。對(duì)此，Cowen & Co的分析師皮特?葛德馬徹表示,，“這是明智之舉,。高端市場(chǎng)的增長(zhǎng)非常有限，僅僅是個(gè)位數(shù)級(jí)別,，并且這片市場(chǎng)的爭(zhēng)奪已經(jīng)結(jié)束,。而惠普瞄準(zhǔn)了市場(chǎng)真正的增長(zhǎng)點(diǎn)?！?/p>
????但這并不意味著惠普能獨(dú)步云領(lǐng)域,。惠普的云戰(zhàn)略將使得這家全球最大的個(gè)人電腦制造商直接與亞馬遜（Amazon）,、微軟（Microsoft）以及Salesforce.com等公司競(jìng)爭(zhēng),，而后者已經(jīng)在提供計(jì)算、存儲(chǔ)以及其它基于網(wǎng)絡(luò)的基礎(chǔ)設(shè)施,，各公司可以在這些基礎(chǔ)設(shè)施上運(yùn)行自己的業(yè)務(wù),。
????李艾科勾勒出的云服務(wù)將為軟件開(kāi)發(fā)者提供一個(gè)一站式“商店”，使后者能測(cè)試,、保護(hù)并銷(xiāo)售各類(lèi)應(yīng)用,，從企業(yè)資源計(jì)劃（ERP）系統(tǒng)到為平板電腦設(shè)計(jì)的游戲,，都被囊括其中。它將成為一個(gè)在線市場(chǎng),，消費(fèi)者和企業(yè)都能在此購(gòu)買(mǎi)軟件,。假如你開(kāi)發(fā)出了下一款《憤怒的小鳥(niǎo)》（Angry Birds）游戲或是在線日歷，那么惠普將提供基礎(chǔ)設(shè)施,，在全世界或是僅僅在某家公司內(nèi)銷(xiāo)售并分發(fā)你開(kāi)發(fā)的產(chǎn)品,。惠普計(jì)劃力推自行開(kāi)發(fā)的應(yīng)用,，李艾科將業(yè)務(wù)分析和安全這兩個(gè)領(lǐng)域列為該公司關(guān)注的重心。在服務(wù)領(lǐng)域,，你可以想象規(guī)模高達(dá)350億美元的惠普服務(wù)業(yè)務(wù)將努力把顧客推向（同時(shí)自己也將被拉向）惠普云服務(wù),。
????李艾科承諾，惠普云將真正做到開(kāi)放,。為了舉例,，他假設(shè)了某家德國(guó)公司的企業(yè)資源計(jì)劃軟件在惠普的云上運(yùn)行的情況（不過(guò)，考慮到李艾科曾經(jīng)是德國(guó)企業(yè)資源計(jì)劃軟件公司SAP的首席執(zhí)行官,，上述情況可能很快就將成為現(xiàn)實(shí)）,。李艾科說(shuō)道：“我們只會(huì)審查應(yīng)用的安全性和互通性?！?/p>
????李艾科希望看到惠普設(shè)備與惠普云互動(dòng),。假如對(duì)于某款設(shè)備以及手頭某項(xiàng)任務(wù)而言，在本地完成更合適,，那么就在本地完成,，而假如更聰明的方法是通過(guò)某項(xiàng)基于云的服務(wù)，那么不妨通過(guò)云服務(wù)完成,。webOS將所有設(shè)備都“捆綁”在一起,，你可以用一種設(shè)備去操作另外一種——從平板電腦到個(gè)人電腦，從智能手機(jī)到打印機(jī),，webOS將你的工作和生活緊密聯(lián)系在一起,。惠普每秒鐘就賣(mài)出兩部個(gè)人電腦,、兩臺(tái)打印機(jī),。自2012年起，（除了智能手機(jī)和平板電腦外,，）上述設(shè)備也將搭載webOS,。顯然，惠普是真的打算將webOS推向市場(chǎng),，該公司將其視為未來(lái)的Windows,，或者更確切的說(shuō),，是未來(lái)的Windows、iOS和Android,。它就好比惠普云中的結(jié)締組織,。
????要做到以上這些并非易事。在前進(jìn)的道路上會(huì)遇到全球其它科技巨頭的阻擋,，而后者目前大多是惠普的合作伙伴,。不過(guò)，假如華爾街之前在等著看對(duì)于惠普怎樣才能重獲并保持動(dòng)力,，李艾科是否有清晰的認(rèn)識(shí),，那么李艾科在本周一給了他們答案。現(xiàn)在,，李艾科要做的就是成功實(shí)現(xiàn)自己的愿景,。
????譯者：項(xiàng)航 |
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????It's been just over eight months since Mark Hurd left HP (HPQ) beneath an avalanche of tabloid covers. In that time, HP's stock has slid just over 10%, leaving investors wondering when and how the world's largest tech company can get back on course.
????Hurd's replacement, Leo Apotheker, in his first major public speech since being named to the top HP spot in September, gave his answer to a gathering of press and analysts in San Francisco Monday afternoon. During a presentation that lasted a bit over 30 minutes, Apotheker outlined three major areas of focus for HP in the coming months and years: Cloud computing, a wide variety of Internet-connected hardware for consumers and businesses alike, and software, including pushing HP's (formerly Palm) webOS to hundreds of millions of PCs, tablets, printers and smartphones. The financial upside of this three-pronged strategy, according to HP CFO Cathie Lesjak, will be $7 per share in earnings (non-GAAP) by 2014.
????The early word in the hallway filled with financial analysts was mostly good. What drew most of the attention was the public cloud Apotheker announced. With his cloud strategy Apotheker is steering the company away from direct competition at the high-end from the likes of IBM (IBM) and Oracle (ORCL), towards serving large companies and governments customers with less mission critical applications, and small and medium businesses all over the world with just about everything. "It's smart," says Cowen & Co. analyst Peter Goldmacher, "The growth at the top is finite, it's single digits, and that game is over. HP is going where the growth is."
????That doesn't mean HP will have the field for itself. The HP cloud will put the world's largest PC maker in direct competition with the likes of Amazon (AMZN), Microsoft (MSFT), and Salesforce.com (CRM) that already offer compute, storage and other web-based infrastructure on which companies can run their businesses.
????The cloud service Apotheker outlined will offer a one-stop-shop for software developers to test, secure, and sell all sorts of applications ranging from enterprise resource planning (ERP) to games for a tablet. It will be an online marketplace for consumers and businesses alike to do their software shopping. Develop the next Angry Birds or online calendar and HP will offer the infrastructure to sell and distribute it either to the entire world, or just within a company. HP plans on pushing its own applications, and Apotheker singled out business analytics and security as two areas on which the company will focus. On the services end, you can imagine how the $35 billion HP services business will be pushing clients hard (and just as likely being pulled) toward the HP cloud.
????Apotheker promised that the HP cloud would truly be open. He offered the theoretical example of a certain German company's ERP software running on HP's cloud (considering Apotheker was formerly the CEO of that thinly-veiled German company, SAP (SAP), it might be soon much more than theoretical). "We will only vet applications for security and interoperability," Apotheker said.
????The vision Apotheker has is one where HP devices interact with an HP cloud. You get things done locally if that makes the most sense for the device and the task at hand, or via some cloud-based service if that is the smarter approach. The software that ties all the devices together, and hands off between your gadgets - tablet to PC, smartphone to printer – and between your work and home life will be webOS. HP sells two PCs and two printers every second. Starting in 2012, webOS will be shipping on all of them (in addition to smartphones and tablets). It's clear HP is serious about pushing webOS into the market, and talks about it like it's the Windows of the future, or more accurately the Windows, iOS and Android of the future. Think of it as the connective tissue for HP's cloud.
????Getting all that right is a tall order. The other biggest technology companies in world, most of them HP's current partners, stand in the way. Still, if Wall Street was waiting to see if Apotheker had a clear-eyed vision of how HP can get its momentum back and keep it, he laid it out Monday. Now he just has to pull it off. |
