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????最初，甲骨文公司（Oracle）對(duì)云視而不見(jiàn),。接著,，其CEO拉里?埃里森對(duì)云冷嘲熱諷。而現(xiàn)在,，甲骨文公司正嘗試著以收購(gòu)的方式,，擁抱云。問(wèn)題是,，云究竟對(duì)于甲骨文公司意味著什么,？

????這個(gè)問(wèn)題的答案取決于云的定義。如果有所謂的標(biāo)準(zhǔn)答案的話(huà),，云計(jì)算并不是一種必須安裝,、不斷維護(hù)的產(chǎn)品,，而是一種猶如公用設(shè)施般,，可供隨時(shí)利用的服務(wù)。就像打開(kāi)水龍頭或開(kāi)燈一樣,，云讓人們?cè)诰W(wǎng)飛（Netflix）上觀看電影,，而不是外出買(mǎi)張DVD；讓人們通過(guò)在線(xiàn)文件存儲(chǔ)服務(wù)Dropbox 共享文件,，而不是用電子郵件的方式,，來(lái)回發(fā)送微軟Office文件,。

????根據(jù)這一定義，迄今為止,，甲骨文還算不上一家云公司,。這家公司上財(cái)年的營(yíng)業(yè)收入為360億美元，但絕大多數(shù)收入源自幫助工商界和政府機(jī)構(gòu)進(jìn)行網(wǎng)上營(yíng)運(yùn)的產(chǎn)品：硬件,、中間件,、存儲(chǔ)系統(tǒng)和應(yīng)用程序。但這些都是甲骨文公司銷(xiāo)售的產(chǎn)品,。跟在線(xiàn)客戶(hù)關(guān)系管理服務(wù)供應(yīng)商Salesforce和信息一體化解決方案供應(yīng)商N(yùn)etSuite這些猶如公共設(shè)施般處理客戶(hù)數(shù)據(jù)庫(kù)的公司不同,，甲骨文從來(lái)都不是一家公共服務(wù)供應(yīng)商。

????甲骨文并非沒(méi)有進(jìn)入云領(lǐng)域的機(jī)會(huì),。Salesforce和NetSuite是由甲骨文前員工,、埃里森昔日手下馬克?貝尼奧夫和埃文?戈德堡分別創(chuàng)建的。埃里森甚至是這兩家公司的早期投資者之一,，獲得過(guò)優(yōu)先入股這兩家云計(jì)算產(chǎn)業(yè)先鋒的機(jī)會(huì),。但甲骨文忽略了云，繼續(xù)堅(jiān)持其核心業(yè)務(wù)：銷(xiāo)售并支持讓工商界從事網(wǎng)上營(yíng)運(yùn)的基礎(chǔ)設(shè)施,。

????幾年后,，形勢(shì)已經(jīng)明朗化：作為一種服務(wù)的云計(jì)算不僅僅是一時(shí)的風(fēng)潮，而是一門(mén)可靠的生意,。但在3年前的開(kāi)放世界大會(huì)（OpenWorld,，甲骨文每年一度的客戶(hù)談話(huà)會(huì)）上，拉里?埃里森卻嘲諷了一下云計(jì)算：“計(jì)算機(jī)行業(yè)是唯一一個(gè)比女性時(shí)裝更容易受時(shí)尚驅(qū)動(dòng)的行業(yè)了,?；蛟S我是個(gè)白癡，但我實(shí)在不明白這幫家伙正在談?wù)摰氖挛?。這是什么東西,？完全是胡說(shuō)八道，瘋言瘋語(yǔ),。這種瘋勁啥時(shí)候才是個(gè)頭?。俊?/p>

????為埃里森說(shuō)句公道話(huà),?！霸朴?jì)算”一詞在如此多背景迥異的場(chǎng)合，被如此頻繁地炒作,，也的確像是一種曇花一現(xiàn)的時(shí)尚潮流,。但事實(shí)上，如同女性時(shí)裝，云也是一門(mén)欣欣向榮的行當(dāng),。自從埃里森發(fā)表貶損云計(jì)算的言論以來(lái),，甲骨文的股價(jià)增長(zhǎng)了96%，大大勝過(guò)標(biāo)準(zhǔn)普爾500指數(shù)39%的增幅,。相比之下,，在同一時(shí)期，NetSuite公司的股價(jià)則飆漲了354%,，Salesforce的股價(jià)飆漲了389% ,。

????雖然花了些時(shí)日，但甲骨文公司對(duì)云計(jì)算的公開(kāi)評(píng)論最終還是溫和了很多,。去年三月,，當(dāng)甲骨文公布其季度收益的時(shí)候，埃里森聲稱(chēng),，最近一個(gè)季度的良好業(yè)績(jī)部分得益于該公司與Salesforce簽署的一份長(zhǎng)達(dá)數(shù)年的合同,，而Salesforce公司大多數(shù)備受好評(píng)的云服務(wù)正是依托于甲骨文的硬件、數(shù)據(jù)庫(kù)和中間件之上,?！凹坠俏氖菫樵铺峁﹦?dòng)力的技術(shù)，”埃里森當(dāng)時(shí)如此吹噓道,。

????對(duì)于甲骨文來(lái)說(shuō),，這是好事。美中不足之處在于,，當(dāng)人們慶祝云計(jì)算成為熱門(mén)的商業(yè)領(lǐng)域時(shí),，接受人們祝賀的對(duì)象是Salesforce，而非甲骨文,。打個(gè)比方,，Salesforce是閃耀于雜志封面的明星設(shè)計(jì)師王薇薇。而甲骨文不過(guò)是一位在悶熱的工廠里將她的時(shí)裝設(shè)計(jì)縫合在一起的苦力而已,。

????這種情形本身已經(jīng)夠糟糕了,，但更令甲骨文顏面無(wú)光是，Salesforce公司CEO貝尼奧夫開(kāi)始在他的演講中反復(fù)強(qiáng)調(diào)這個(gè)令人不快的事實(shí),。就拿貝尼奧夫六月份發(fā)表的一次主旨演講來(lái)說(shuō)吧,。演講內(nèi)容極富貝尼奧夫特色：神氣活現(xiàn)、魅力十足,，但卻適可而止,。他聊到了“虛假的云”，背后的顯示屏顯示的是一臺(tái)Exadata機(jī)器,，上面的甲骨文標(biāo)識(shí)勉強(qiáng)用一朵云遮蓋住了,。貝尼奧夫說(shuō)：

????“如果更強(qiáng)調(diào)硬件,，它就不是云,。如果供應(yīng)商賣(mài)給你更多的硬件,，軟件，告訴你說(shuō)這是私有云,，請(qǐng)不要當(dāng)真,。如果它依然只面向精英，它也不是云,。我們正在從事的是一場(chǎng)公有云運(yùn)動(dòng),，沒(méi)有什么能阻止這場(chǎng)運(yùn)動(dòng)。我環(huán)游世界,，我試圖讓人們知道,，他們應(yīng)該警惕這種虛假的云?！?/p>

????貝尼奧夫忠實(shí)地堅(jiān)持著云的標(biāo)準(zhǔn)定義,。他這番言論暗諷的正是甲骨文公司。在收購(gòu)了Sun公司之后,，甲骨文的利潤(rùn)受到如Sun公司x86服務(wù)器這類(lèi)低利潤(rùn)硬件的拖累,。“私有云（private cloud）”是甲骨文公司四處宣揚(yáng)的一個(gè)術(shù)語(yǔ),，為的是讓其客戶(hù)相信,，他們正在構(gòu)建屬于他們自己的云。但最終,，甲骨文還是不動(dòng)聲色的予以了還擊：埃里森把貝尼奧夫的名字從甲骨文公司今年的開(kāi)放世界大會(huì)演講人名單上剔除掉了,。

????相反，埃里森發(fā)表了一篇在許多人看來(lái)有點(diǎn)漫無(wú)邊際的主旨演講,?！凹坠俏牡脑朴悬c(diǎn)不一樣，”埃里森現(xiàn)在這樣說(shuō),，他似乎是在給關(guān)于云計(jì)算的對(duì)話(huà)添加一份屬于他自己的“胡言亂語(yǔ)”,。上周，甲骨文再次改變其對(duì)云計(jì)算的立場(chǎng),，表明其愿意通過(guò)收購(gòu)的方式進(jìn)入這一領(lǐng)域——甲骨文斥資15億美元,，收購(gòu)了Salesforce公司在云計(jì)算領(lǐng)域的競(jìng)爭(zhēng)對(duì)手RightNow公司。

????或許,，埃里森只是想讓貝尼奧夫閉嘴,。又或者，雖然他言辭激烈,，但埃里森意識(shí)到,，甲骨文的未來(lái)不僅僅在于提供幫助云運(yùn)轉(zhuǎn)的硬件和軟件，它還需要提供這類(lèi)服務(wù)。

????在甲骨文公司最近的股東大會(huì)上,，一位個(gè)人投資者問(wèn)埃里森,，為什么IBM公司的股票表現(xiàn)優(yōu)于甲骨文。埃里森回答道：“嗯,，IBM是一家偉大的公司,。我們的戰(zhàn)略與之截然不同。IBM的確在從一家技術(shù)公司向一家服務(wù)公司轉(zhuǎn)型,?！?/p>

????這等于心照不宣地承認(rèn)，在云時(shí)代里,，甲骨文公司需要效仿IBM,，轉(zhuǎn)型為一家服務(wù)公司。云經(jīng)濟(jì)的真諦在于服務(wù),。甲骨文需要充當(dāng)?shù)?，不僅僅是系統(tǒng)的管道。它還需要成為這套體系的源頭,。

????甲骨文能二者兼得嗎,？之前它認(rèn)為設(shè)計(jì)云技術(shù)就足夠了，到目前為止,，甲骨文的這個(gè)豪賭收獲頗豐,。問(wèn)題是，商界已經(jīng)厭倦了技術(shù),，或更確切地說(shuō),，對(duì)追逐技術(shù)升級(jí)的腳步感到厭倦。它們現(xiàn)在只想站在體系的上游,，只需要一個(gè)可信賴(lài)的,、基于云計(jì)算的公共設(shè)施。因此,，甲骨文在“為云提供動(dòng)力”的技術(shù)方面獲得的創(chuàng)新僅僅只是讓Salesforce這類(lèi)服務(wù)公司變得更強(qiáng)大而已,。

????現(xiàn)在回想起來(lái)，埃里森認(rèn)為云產(chǎn)業(yè)是一門(mén)時(shí)尚產(chǎn)業(yè)的看法不無(wú)道理,。當(dāng)管道工或許不時(shí)尚,，但云計(jì)算的確時(shí)尚。

????譯者：任文科

????First, Oracle ignored the cloud. Then Larry Ellison, its CEO, ridiculed the cloud. And now that Oracle is trying to buy its way into the cloud. The question is: what exactly does the cloud mean to Oracle?

????That depends on how you define the cloud. If there is a standard definition, it involves computing that is not so much a product you have to install and maintain but a service you tap into like a utility. Just as you turn on your faucet or your lamp, the cloud lets you watch a movie on Netflix (NFLX) instead of going out and buying a DVD, or share a document in Dropbox instead of emailing a Microsoft Office file back and forth.

????By that definition, Oracle (ORCL) hasn't been much of a cloud company so far. The company saw $36 billion in revenue in its last fiscal year, but most of it came from hardware, middleware, storage systems and applications that help companies and governments run their operations online. But these are products that Oracle sells. Oracle has never been a utility-like service that handles customer databases, like Salesforce.com (CRM) or NetSuite (N).

????It's not that Oracle didn't have the chance to move into the cloud. Both Salesforce and NetSuite are founded by Oracle alumni and former Ellison proteges, Marc Benioff and Evan Goldberg respectively. Ellison even invested in both companies early on, getting in on the ground floor of two companies that would help define the cloud-computing industry. Instead, Oracle ignored the cloud. It stuck to the business of selling and supporting the infrastructure that lets companies do business on the web.

????After a few years, it was clear that software as a service wasn't just a fad, it was a solid business. But three years ago at OpenWorld, Oracle's annual confab for customers, Larry Ellison dissed the cloud: "The computer industry is the only industry that is more fashion-driven than women's fashion. Maybe I'm an idiot, but I have no idea what anyone is talking about. What is it? It's complete gibberish. It's insane. When is this idiocy going to stop?"

????To be fair to Ellison, the words "cloud computing" have been hyped so often in so many different contexts it does have the ephemeral air of a passing fashion. But the cloud, like women's fashion, is in fact a thriving business. Since Ellison disparaged the cloud, its stock has risen 96%, much better than the S&P 500's 39% gain. By comparison, NetSuite has surged 354% and Salesforce 389% in the same period.

????It took a while, but Oracle's public comments about the cloud finally softened. Last March, when Oracle announced its quarterly earnings, Ellison said that one reason for its impressive performance in the recent quarter was that Salesforce inked a multi-year contract with Oracle to build most of its vaunted cloud services on the hardware, database and middleware of Oracle itself. "Oracle is the technology that powers the cloud," Ellison boasted at the time.

????Which was good for Oracle -- except for one thing. When people celebrated the cloud as a hot area of business, it was Salesforce they celebrated, not Oracle. Salesforce was Vera Wang, the stuff of magazine covers. Oracle was the laborer left stitching together her designs in a stuffy factory.

????Which was bad enough, except that Benioff, Salesforce's CEO, began to rub in this uncomfortable truth in his speeches. Take this keynote Benioff delivered in June. It's pure Benioff: Cocky, charismatic and just this short of crossing the line. He talks about a "false cloud" while the display shows an Exadata machine with the Oracle logo barely disguised by a cloud. Benioff said:

????"If it's about more about hardware, it's not about the cloud.... If the vendor is selling you more hardware, [if] it's selling you more software and saying this is a private cloud, these are ghosts... If it's still only for the elite, it's not the cloud... We are making this movement to the public cloud, nothing can stop that. As I go around the world, I try to let people know that they should be aware of the false cloud."

????Benioff, adhering conservatively to that standard definition of the cloud, was taking some vicious swipes at Oracle. After buying Sun, Oracle's margins were weighed down by hardware like Sun's low-margin x86 servers. The "private cloud" was a term Oracle bandied about to let its customers believe they were building their own clouds. But in the end, Oracle blinked: Ellison jettisoned Benioff from the list of speakers at Oracle's OpenWorld this year.

????Instead, Ellison delivered a OpenWorld keynote that many found to be rambling. "The Oracle cloud is a little different," Ellison now said, as if adding his own brand of gibberish to the cloud conversation. Last week, Oracle again shifted its stance on the cloud to show that it is willing to buy its way in: It paid $1.5 billion for RightNow, a cloud-based competitor of Salesforce's.

????Maybe Ellison just wanted to silence Benioff. Or maybe, for all his tough talk, Ellison realizes Oracle's future isn't just in supplying the hardware and software that makes the cloud work, it also needs to offer the kind of service.

????At Oracle's recent shareholder meeting, an individual investor asked Ellison why IBM's (IBM) stock had outperformed Oracle's. Ellison responded, "Well, IBM is a great company. We have very different strategy. IBM is really becoming more of a service company than a technology company."

????It was a tacit admission that Oracle needed to become, in the age of the cloud, a service company just like IBM. In the cloud economy, it's all about service. Oracle needs to be more than just the pipes of the system. It needs to be the front end of the system as well.

????Can Oracle be both? It's extravagant bet that designing the cloud's technology is enough has paid off so far. The thing is, companies are weary of technology -- or rather, keeping pace with technology. They just want the front end now. They just want a cloud-based utility they can trust. So Oracle innovation in technology that "powers the cloud" simply makes service companies like Salesforce that much more powerful.

????In retrospect, Ellison was right that the cloud industry is a fashion industry. Plumbing isn't fashionable. But the cloud is.