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【趣读】老态龙钟的微软如何东山再起?

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发表于 2019-10-12 12:16:07 | 显示全部楼层 |阅读模式
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What the software company’s surprising comeback can teach other tech giants

这家软件公司出人意料的东山再起,能教给其他科技巨头什么呢?

It must feel good to be back on top

重回巅峰的感觉一定很好

IT MUST FEEL good to be back on top—and this time, almost liked. Twenty years ago Microsoft was considered an evil empire, scheming for domination and embroiled in(卷入) a bruising antitrust(反垄断) battle with America’s Justice Department. Five years ago, having dozed through the rise of social media and smartphones, it was derided(嘲笑) as a doddery(行动迟缓的) has-been.

重回巅峰的感觉一定很好,微软这一次,几乎是开心极了。20年前,微软被认为是一个邪恶的帝国,图谋统治,并卷入了与美国司法部的激烈的反垄断斗争。五年前,随着社交媒体和智能手机的兴起,它一直在打瞌睡,因此被嘲笑为其已经老态龙钟了。

Now, after several stellar quarters—this month it reported revenue of $33.7bn, up by 12% year on year—Microsoft is once again the world’s most valuable listed company(上市公司), worth over $1trn.

现在,在经历了几个出色的季度之后,微软再次成为世界上最有价值的上市公司,(本月该公司公布收入337亿美元,同比增长12%),市值超过1万亿美元。

How did Satya Nadella, the boss since 2014, pull off(实现) this comeback? And with American trustbusters starting on a new review (see Business section) of “search, social media, and some retail services online”—ie, Google, Facebook and Amazon—what can the other tech giants learn from Microsoft’s experience?

2014年上任的萨蒂亚?纳德拉是如何让微软东山再起的?随着美国反垄断机构开始对“搜索、社交媒体和一些在线零售服务”(即谷歌、Facebook和亚马逊)进行重新审查,其他科技巨头能从微软的经验中学到什么呢?

【拓展理解】

萨蒂亚·纳德拉,印度裔美国人,生于印度海德拉巴,微软公司现任首席执行官。              

First, be prepared to look beyond the golden goose. Microsoft missed social networks and smartphones because of its obsession with(迷恋) Windows, the operating system that was its main moneyspinner(摇钱树). One of Mr Nadella’s most important acts after taking the helm(掌舵)was to deprioritise Windows.

首先,用长远的眼光看待盈利(黄金鹅)。微软错过了社交网络和智能手机,因为它痴迷于Windows操作系统,而Windows是其主要的摇钱树。纳德拉上任后最重要的举措之一,就是把Windows放在次要的位置。

【拓展理解】

golden goose

民间传说中一只每日都能下金蛋的鹅,最后被贪婪的主人杀掉以便立即获得所有金子。形容如果不妥善利用,就会枯竭殆尽的财富或利益来源。

More important, he also bet(赌注) big on the “cloud”—just as firms started getting comfortable with renting computing power. In the past quarter revenues at Azure, Microsoft’s cloud division(部门), grew by 68% year on year, and it now has nearly half the market share of Amazon Web Services, the industry leader.

更重要的是,他还在“云”计算上押下重注——就在企业刚开始适应租用云计算服务的时候。上个季度,微软云计算部门Azure的营收同比增长68%,目前其市场份额接近行业领头羊亚马逊全部网络服务的一半。

Second, rapaciousness(贪婪) may not pay. Mr Nadella has changed Microsoft’s culture as well as its technological focus. The cult(狂热) of Windows ordained that customers and partners be squeezed and rivals dispatched(打发), often by questionable means, which led to the antitrust showdown.

其次,贪婪可能不会带来回报。纳德拉改变了微软的文化和技术重心。对Windows的狂热注定了客户和合作伙伴会受到挤压,竞争对手会被打发走,同时往往是以一种不合理的方式导致了反垄断的摊牌局面。

Mr Nadella’s predecessor called Linux and other open-source software a “cancer”. But today that rival operating system is more widely used on Azure than Windows. And many companies see Microsoft as a much less threatening technology partner than Amazon, which is always looking for new industries to enter and disrupt(颠覆).

纳德拉的前任将Linux和其他开源软件称为“癌症”。但如今,这个竞争对手的操作系统在Azure上的应用其实比Windows更广泛。许多公司认为,与亚马逊相比,微软只是一个威胁小得多的技术合作伙伴,因为亚马逊一直在伺机寻找新的行业,然后去颠覆。

【拓展理解】

Linux

是一种自由和开放源码的类UNIX 操作系统。该操作系统的内核由林纳斯·托瓦兹在1991年10月5日首次发布,在加上用户空间的应用程序之后,成为 Linux 操作系统。Linux 也是自由软件和开放源代码软件发展中最著名的例子。

Microsoft Azure

是微软的公用云服务 平台,是微软在线服务 的一部分,自 2008 年开始发展,2010年2月份正式推出,当前全球有54座数据中心以及44个CDN跳跃点,并且于2015年时被Gartner 列为云计算的领先者。

Third, work with regulators(监管者) rather than try to outwit or overwhelm them. From the start Microsoft designed Azure in such a way that it could accommodate local data-protection laws. Its president and chief legal officer, Brad Smith, has been the source of many policy proposals(提议), such as a “Digital Geneva Convention” to protect people from cyber-attacks by nation-states.

最后,与监管机构合作,而不是试图以智取胜或压倒他们。从一开始,微软就以一种能够适应本地数据保护法律的方式来设计Azure。它的总裁兼首席法律官布拉德·史密斯一直是许多政策提议的来源,比如一项旨在保护人们免受民族国家网络攻击的“数字日内瓦公约”。

He is also behind Microsoft’s comparatively cautious use of artificial intelligence, and calls for oversight(监管) of facial recognition. The firm has been relatively untouched by the current backlash(强烈抵制) against tech firms, and is less vulnerable to new regulation. True, missing the boat on social media means thorny(棘手的) matters such as content moderation pose greater difficulties for Facebook and Google. Still, others would do well to follow(跟随,效仿) Microsoft’s lead.

他还支持微软相对谨慎地使用人工智能,并呼吁监管面部识别。相对而言,该公司没有受到美国目前针对科技公司进行反制的影响,也不太容易受到新监管规定的影响。诚然,微软在社交媒体上错失良机,意味着内容审核等棘手问题将给Facebook和谷歌带来更大的困难。尽管如此,其他公司还是会效仿微软的谨慎做法。

Apple has championed its customers’ privacy, but its treatment of competitors’ services in its app store may soon land it in antitrust trouble. Facebook and Google have started to recognize(认识到) that with great power comes great responsibility, but each has yet to find its equivalent(同等的) of Azure, a new business model beyond its original golden goose. Amazon, in its ambition and culture, most resembles(相似) the old Microsoft.

苹果一直在保护用户的隐私,但它在应用商店中对待竞争对手服务的方式,可能很快会让它陷入反垄断的麻烦。Facebook和谷歌已经开始认识到,实力越大,责任越大,但两家公司都尚未找到与Azure对等的业务模式,这是一种超越其最初盈利局限的新商业模式。亚马逊的雄心和文化与年迈的微软最为相似。

Even a reformed monopolist(垄断者) demands scrutiny(监视). It should not be forgotten that Microsoft got where it is today in part through rapacity(贪婪). Critics argue that in its battle with Slack, a corporate-messaging service which competes with a Microsoft product, it is up to some of its old tricks.

即便是改革自新的垄断者仍然需要监管。我们不应忘记,微软之所以能取得今天的成就,部分原因在于它的贪婪。批评人士认为,在与Slack的竞争中,微软仍然使用了一些陈旧骗术。Slack是一种企业信息服务,与微软的一款产品进行竞争。

A growing number of women at the firm are complaining about sexual harassment and discrimination(歧视). The new Microsoft is far from perfect. But it has learned some lessons that other tech giants should heed(注意,留心).

如今,微软公司里越来越多的女性抱怨性骚扰和歧视。“新”微软远非完美,只是但它吸取了一些其他科技巨头应该吸取的教训。

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原文地址:http://mp.weixin.qq.com/s?src=11&timestamp=1570854799&ver=1907&signature=tsooVek9mSSVb35QAg7zp1LzicoeMs-RDCfWdl7AvmpHxyTFTIbtlmDJODPPA5r90I85AIIXanKFz-YG6JOHUiNUYf-WbPQa8ONo7ivrlLPJrLf5IUdK8OZCmAr7wY9D&new=1
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