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    苹果为何会在印度失败

    广东11选5任三计划 www.sxva.net Why Apple failed in India — and how it can start innovating again

    苹果在印度失败?如何重新开始创新?

    By

    VivekWadhwa

    The iPhone maker could use India, the world’s fastest-growing market, as a test bed for experimental technologies

    iPhone可以利用印度,这个全球发展最快的市场,作为试验技术的试验台

    Apple’s iPhone sales in India are expected to have fallen dramatically this year to two million, from three million phones last year.

    预计今年苹果在印度的iPhone销量将从去年的300万部大幅下滑至200万部。

    Reuters reports that at the peak shopping season, in Diwali, Apple stores were deserted. This occurred in the world’s fastest-growing market, in which smartphone sales are often increasing by more than 20% every quarter.

    路透社报道称,在印度排灯节购物旺季时,苹果商店无人问津。印度是全球增长最快的市场,智能手机的销售通常每季度增长20%以上。

    Yet Apple’s loss of the Indian market was entirely predictable. In a Washington Post column of March 2017, I described Apple’s repetition in India of the mistakes it made in China: Relying entirely on its brand recognition to build a market for its products there. Rather than attempt to understand the needs of its customers, Apple made insulting plans to market older and inferior versions of iPhones to its Indian customers — and lost their loyalty.

    然而,苹果在印度市场的失利是完全可以预见的。在《华盛顿邮报》2017年3月的一篇专栏文章中,我描述了苹果在印度重复其在中国犯下的错误完全依赖其品牌认知度建立市场。苹果并没有试图了解客户的需求,而是制定了冒犯性的计划,向印度客户推销旧版本和劣质版本的iphone,从而失去了他们的忠诚度。

    IPhone isn’t special

    IPhone不特别

    The iPhone no longer stands out as it once did from its competition. Chinese and domestic smartphones boasting capabilities similar to those of the iPhone are now available for a fraction of the iPhone’s cost. Samsung’s SSNLF, -3.07%  high-end phones have far more advanced features. And, with practically no brand recognition by the hundreds of millions of Indians who are buying their first devices, Apple does not have any form of product lock-in as it does with Western consumers who have owned other Apple products and are now buying smartphones. Apple also made no real attempt to customize its phones or applications to address the needs of Indian consumers; they are the same as in the United States. Siri struggles no less on an Indian iPhone than on a U.S. one to recognize an Indian name or city or to play Bollywood tunes.

    iPhone不再像以前那样在竞争中脱颖而出。拥有与iPhone类似功能的中国智能手机,目前的售价仅为iPhone的一小部分。三星的高端手机拥有更高级的功能。此外,不像于已经拥有苹果产品的西方消费者,购买部手机的数亿印度人几乎没有品牌认知度,所以苹果对印度客户没有任何形式的产品锁定效应。苹果也没有真正尝试针对印度市场的定制手机或应用程序,以满足印度消费者的需求。在印度iPhone上,Siri识别印度名称或城市,或播放宝莱坞歌曲的难度不亚于在美国iPhone上。

    It wasn’t even their technical superiority that made the earlier iPhones so appealing to the well-to-do in India; it was the status and accompanying social gratification they offered. There is no gratification in buying a product that is clearly inferior. Indian consumers who can afford iPhones want the latest and greatest, not hand-me-downs.

    早期的iphone如此吸引印度的富人并不是由于其技术优势,而iPhone彰显的地位和随之而来的社会满足感。买一件明显低劣的产品是无法带来满足感的,买得起iphone的印度消费者想要的是最新最好的版本,而不是别人都用过的旧版本。

    So Apple could hardly have botched its entry into the Indian market more perfectly.

    因此,苹果进入印度市场的方式太过拙劣。

    11.jpg

    Pursuit of perfection

    追求完美

    And it’s not just Apple’s global distribution and marketing strategy that needs an overhaul. The company needs to rethink the way it innovates. Its pursuit of perfection is out of touch with the times.

    不仅苹果的全球分销和营销策略需要彻底改革,也需要反思其创新方式。对完美的追求与时代脱节。

    The way in which innovation happens now is that you release a basic product and let the market tell you how to make it better. Google, Facebook, Tesla and tens of thousands of startup companies are always releasing what are called minimum viable products, functional prototypes with the most basic of features. The idea is to get something out as quickly as possible and learn from customer feedback. That is because in the fast-moving technology world, there is no time to get a product perfect; the perfected product may become obsolete even before it is released.

    如今的创新方式是先发布一款基础产品,然后根据市场的需求,改进产品。谷歌、Facebook、特斯拉和数以万计的初创公司总是在发布所谓的“最小可行产品”,即拥有最基本功能的功能原型。这样做的目的是尽可能快地获取信息,并了解客户反馈。这是因为在瞬息万变的技术世界里,没有时间去让产品达到完美,所谓的产品甚至在发布之前就会过时。

    Apple hasn’t figured that out yet. It maintains a fortress of secrecy, and its leaders dictate product features. When it releases a new technology, it goes to extremes to ensure elegant design and perfection. Steve Jobs was a true visionary who refused to listen to customers — believing that he knew better than they did about what they needed. He ruled with an iron fist and did not tolerate dissension. And people in one Apple division never knew what others in the company were developing; that’s the kind of secrecy the company maintained.

    苹果还没意识到这点。它维持着一个秘密堡垒,领导者控制着产品的特性。当发布一项新技术时,它会走极端以确保优雅的设计和完美。史蒂夫·乔布斯是一个真正有远见的人,他拒绝听取客户的意见——他相信自己比客户更了解他们需要什么。他以铁腕统治,不容忍有分歧。苹果部门的员工从来不知道其他部门的人在开发什么,这就是该公司所保持的保密。

    Jobs’s tactics worked very well for him, and he created the most valuable company in the world. But, since those days, technological change has accelerated and cheaper alternatives have become available from all around the globe.

    乔布斯的策略非常有效,他创造了世界上最有价值的公司。但是,从那时起,技术变革加速了,世界各地都可以找到更便宜的替代品。

    More experimentation

    更多试验

    Apple’s last major innovation, the iPhone, was released in 2007. Since then, Apple has been tweaking that device’s componentry, adding faster processors and more-advanced sensors, and releasing it in larger and smaller form factors — as with the iPad and Apple Watch. Even Apple’s most recent announcements were uninspiring: yes, yet more smaller and larger iPhones, iPads and watches.

    苹果最后一次重大创新是2007年发布的iPhone。从那以后,苹果一直在调整设备的组件,增加了更快的处理器和更先进的传感器,并发布不同大小的产品,比如iPad和Apple Watch。就连苹果最近发布的产品也令人沮丧,更多大大小小的iphone、ipad和Apple Watch。

    There is a way in which Apple could use India’s market to its advantage: to make it a test bed for its experimental technologies. No doubt Apple has a trove of products that need market validation and that are not yet perfect, such as TV sets, virtual-reality headsets and new types of medical devices. India provides a massive market that will lap up the innovations and provide critical advice. Apple could develop these products in Indian languages so that they aren’t usable back at home, and price them for affordability to their Indian customers.

    苹果可以利用印度市场的优势,使其成为其实验性技术的试验台。毫无疑问,苹果有很多不完美的产品需要市场验证,比如电视、虚拟现实耳机和新型医疗设备。印度一个巨大的市场,将加速创新并提供关键建议。苹果可以开发印度语版本的这类产品,并根据印度消费者的承受能力进行定价。

    To the visionaries who once guided Apple, experimenting with new ideas in new markets would have been an obvious possibility to explore. Taking instead the unimaginative option of dumping leftovers on a prime market suggests that Apple’s present leaders have let their imaginations wither on the vine.

    在新市场上尝试新创意显然是一种可行的探索。相反,在市场倾销残羹冷炙这种缺乏远见的选择表明,苹果现任领导人的想象力已经枯萎了。

    美国雅虎读者评论:

    译文来源:三泰虎 //www.sxva.net/46495.html   译者:Jessica.Wu

    外文:https://finance.yahoo.com

    Eurythmic_Starship14 hours ago

    Deli citizens prefer Samsung, LG, etc than Apple phone.

    与苹果手机相比,德里消费者更喜欢三星、LG等品牌。

     

    AP13 hours ago

    When has Apple been innovative? Apple's core competency is in user interface. Even iPhone was more of a repackaging of existing technologies with nice UI.

    苹果何时具有创新性?苹果的核心竞争力在于用户界面。就连iPhone也是对现有技术的重新包装、拥有漂亮的用户界面而已。

     

    $everyoung7 hours ago

    Over price sure has something to do with it.

    肯定和价格过高有关。

     

    Denis9 hours ago

    Indians are smart not to pay over-priced iPhone when there is an alternative. Huawei is very popular smart phone in India for its high-quality and reasonable price.

    印度人很聪明,当有其他选择时,他们不会选择价格过高的iPhone?;云涓咂分屎秃侠淼募鄹裨谟《?/b>受欢迎。

     

    LOVE ONE AMERICA13 hours ago

    Samsung make in India take greater Advantage Tech support from India make more powerful cell phone. Samsung CEO said if we come 5 years early we can make better phone by india technology China Apple thieves privacy of people Indian people smart not to buy China Apple product

    三星印度生产手机,利用了印度技术,造出更强大的手机。三星首席执行官说过,如果提前5年到印度建厂,我们可以用印度技术造出更好的手机。印度人聪明,不买中国产的苹果手机。

     

    Denali12 hours ago

    Because they want free stuff in India

    因为印度人想要免费的东西。

     

    david1 hour ago

    They barely have enough to eat how can they afford Apple phone.

    他们饭都吃不饱,怎么买得起苹果手机。

     

    ninja black12 hours ago

    Can’t help it if they don’t know good tech. Reliability is key along with having an idea on how to use the tech effectively.

    他们不知道什么是好技术,我们也无能为力??煽啃允枪丶?,同时还要考虑如何有效地使用技术。

     

    Robert8 hours ago

    summary: Tim Cook is not Steve Jobs.

    总结蒂姆·库克不是史蒂夫·乔布斯。

     

    Man Kong12 hours ago

    When a Chinese buys, he thinks thrice after reviewing full details of the quality and price. She will account it twice. When an Indian buys, he will probably review the whole thing thoroughly for 10 times.

    中国人买东西时,在仔细查看了质量和价格的全部细节后,还要再三考虑。印度人买东西时,他可能要仔仔细细查看10遍。

     

    Jim12 hours ago

    Indians are too poor to afford to apple products.

    印度人太穷,买不起苹果产品。

    三泰虎原创译文,禁止转载?。?a href="//www.sxva.net/">首页 > 美国 » 苹果为何会在印度失败

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