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诺基亚的陨落part3 – 译学馆
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诺基亚的陨落part3

HOW Did Nokia Fall? [Finalé]

你正在收看的是冷流科技
You’re watching ColdFusion TV
诺基亚——崛起与陨落
Nokia—The Rise and Fall
陨落(最终篇)
The Fall (Part 3 of 3)
诺基亚开机界面
你们好
hi
我是Dagogo
Dagogo here
欢迎收看诺基亚的崛起于陨落之最终篇
and welcome to the final episode of the rise and fall of Nokia
迄今为止不得不说这是一段令人惊叹的旅程
it’s been an amazing journey so far
从十九世纪开始
we’ve travelled from 1800s
到2006年
to the year 2006
看一下诺基亚的历史
looking at Nokia’s history
还有他们是如何崛起的
and how they rose to power
十分感谢各位小伙伴加入我的旅程
thanks for joining me this far
今天 本系列的最后一集
in today’s final episode of the series
我们看看诺基亚是如何陨落的
we’ll be taking a look at how Nokia fell
诺基亚的衰落
the story of Nokia’s decline
从严峻艰难开始
starts badly
到麻烦满满落幕
but ends up terrible
很快你就会看到
as you’ll soon see
这个公司最终是怎样屈服于
the company succumbed to
一个伪君子的
a wolf in sheep’s clothing
我们一起来看看吧
let’s begin
在2000年中期 诺基亚N系列手机拥有一条标杆式的生产线
in the mid 2000s Nokia’s N series was the flagship product line
N95手机就是一个很好的例子
the N95 was a case in point
它具备了所有现代手机所具备的特性
it had all the makings of a modern smartphone
只是在人机交互上走错了路
just the wrong type of human- machine interaction
该系列手机广受好评
the series received a generally positive reception
直到2007年 该产业开始受到了撼动
until the industry was shaking in 2007
对诺基亚的主要打击
the major blows Nokia
是从苹果公司发布iPhone开始的
arrive to Apple released the iPhone
这是一个完全的触屏手机
it was a phone with a full touch interface
很像之前的LG Prada
much like the LG Prada before
但苹果公司产品的不同之处
but the difference with Apple’s product and
其成功的秘诀
the secret to its success
在于它的电容式触摸屏
was the capacitive touchscreen display
还有它根植于操作系统的桌面
and desktop roots in its OS
这样
suddenly
N95手机
the N95
看起来就不那么吸引人了
didn’t look so impressive anymore
并且就在第二年
and the very next year
游戏市场即将再次改变
the game was about to change again
谷歌发布了他们的第一部安卓手机
Google released their first Android phone
著名的智能手机绿洲战役
and the famous battle of the smartphone oasis
已经开始了
had begun
然而
however
诺基亚发布了5800Xpressmusic型触屏手机应对挑战
Nokia did exactly respond with the odd touchscreen 5800 Xpressmusic phone
这是商业上的成功 很大程度上是因为设计师和较低的价格而受到赞扬
it was commercial success and was largely praised for a supplied stylist and low price
但是事实上评论家们因为它差劲的的软件而并不看好
but it was actually viewed negatively by critics for its poor software implementation
所以
so great
诺基亚对谷歌和苹果有回应 对吧
here we have Nokia’s responding to Google and Apple right?
那么这一切都在哪里出错了?
so where did it all go wrong
诺基亚
how

did
怎么
Nokia
衰落的?
fall
听好了 因为你即将听到的
we’ll hold on to your hats, because what you’re about to hear
是真正的员工内部消息
is the real employee inside information
除了在YouTube上你不会在任何其他网站上得到这个信息
that you will not get anywhere else on YouTube
特别感谢《华尔街日报》
a special thanks to the Wall Street Journal for this one
我们得到的第一组内部信息
the first set of inside information we get
来自诺基亚的前副总裁兼首席设计师
is from former vice president and chief designer in Nokia
弗兰克诺沃
Frank Nuovo
他在诺基亚的辉煌时期任职 于2006年管理层出现变动时辞职
he was at this position during Nokia’s glory days and resigned in 2006 when the management changed
下面是诺沃的原话
this is Nuovo’s speaking
回顾过去 我想诺基亚是一个更愿意维持它地位的大公司
“I look back and I think that Nokia was just a very big company that started to maintain its position
而非去寻找更多的机遇
more than invited for new opportunities”
他继续说
he continues
所有机会都曾摆在诺基亚面前
“all of the opportunities were in front of Nokia
他们也曾抓住机会
and they were working on them
但关键在于紧迫感
but the key word was a sense of urgency
在诺基亚内部有一种只是说说而已的感觉
there was a real sense of just saying
只是说我们最终会搞定它们的
we’ll get to that eventually
例如
for example
诺基亚有个
Nokia had a prototype
八英寸平板电脑的原型
8-inch tablet computers
甚至比iPad的出现都早几年
years before the iPad even emerged”
所以我们可以看出诺基亚曾在很缓慢地移动
ok so we see the Nokia was a bit slow to move
但是那并不够
but that couldn’t really be all
让我们来深入了解一下诺基亚的思维模式
let’s take a deeper look into Nokia’s mindset
很不可思议的是
this is exactly pretty incredible
诺基亚的工程师表示制造iPhone太贵了
Nokia’s engineers stated that the iPhone was way too expensive to manufacture
而且相比于诺基亚的3G技术
and only worked on 2G networks
它只能落后地在2G网络上运作
primitive when compared to Nokia’s 3G technology
他们 说iPhone甚至不能通过诺基亚严格的
they scuffed that the iPhone didn’t even come close to passing Nokia’s rigorous
坠落试验
drop test
今天看来这很有趣
it seems funny today
但从当时诺基亚的角度来看几乎很合理
but it’s almost understandable from Nokia’s point of view back then
尽管最后iPhone十分畅销
despite this the iPhone endes up selling like hot cakes
截止到2008年
and by 2008
诺基亚高管们意识到 苹果滑屏操作系统
Nokia’s executives realized that matching Apple slick operating system
才是他们最大的挑战 应该这件事放在第一位
amounted to their biggest challenge and the No.1 priority
所以在诺基亚内部
so internally within Nokia
有一个团队试图修补塞班系统
one team tried to revamp Symbian
大多数诺基亚手机使用的老化的操作系统
the aging operating system that most Nokia phones ran
诺基亚作出的另一个努力就是
and another effort
试图从头开始建立一个新的系统
eventually dubbed Meego
这个系统最终被称为米狗
try to build a new system from the ground up
参与了两边工作的员工
people involved in both efforts
说这两个团队为了公司内的支持和
say that the two team competed with each other for support within the company
和吸引高管们的注意而互相竞争
and attention from the top executives
这是一个困扰诺基亚研究开展运营的问题
it was a problem that plagued Nokia’s R&D operations
俗话说的好
as the saying goes
任何的内部分裂都会导致失败
anything that’s divided internally will never succeed
许多从2006年到2009的诺基亚首席设计师们表示
as a list of Curtas Nokia’s chief designer from 2006 to 2009 put in
比起设计
you are spending more time fighting internal politics
你会花更多的时间在内部政治斗争上
than doing design
关键的业务合作伙伴也很沮丧
key business partners were also frustrated as well
芯片制造商高通公司的首席执行官保罗·雅各布斯
the chief executive of chip manufacturer Qualcomm Paul Jacobs
在2008年开始与诺基亚合作
started working with Nokia in 2008
他主要抱怨了诺基亚在制定策略上花费了太多时间
his main complaint was that Nokia really took too much time when working on strategies
引用雅各布斯先生的一句话
this is a quote from Mr. Jacobs
我们将会带给诺基亚一种全新的科技
“we would present Nokia a new technology
这对我们来说将会是一个巨大的机遇
that to us would seem a big opportunity
但是诺基亚并没有抓住机会
but instead of diving into this opportunity
而是花很长时间
Nokia would spend a long time
也许6到9个月
maybe 6 to 9 months
去评估这个机会
assessing the opportunity
就在这段时间里
and by this time
通常就失去了
the opportunity just often
这个机会
went away”
真正的问题是高层不能很好的管理这个巨大的跨国公司
the real problem was that Nokia’s management just couldn’t stand the huge multinational company quickly enough
他们似乎一直在用钱解决问题
they seem to just keep throwing money at the problem instead of innovating through it
而不是想办法去改革
with wisdom
就连改用安卓系统 看起来都似乎是一个短期的解决方案
even jumping over to Android seemed like a short- term solution
换句话说像是一个捷径
a shortcut
诺基亚智能手机部门总经理
Nokia smartphone division management
安西·范乔基
Anssi Vanjoki
驳回了用安卓的想法
dismissed the idea of Android
还说那就像在裤子里撒尿
is peeing in your pants
取暖
for warmth
在冬天
in the winter
喔唷
ouch
2010年
in 2010
加拿大的史蒂芬·埃洛普
Canadian Stephen Elop
接管了诺基亚
took over the helm
他的工作经历是从
a bit of his history first
2005年开始
in 2005
他曾在Micromedia公司工作
he worked from Micromedia
一家在他是首席执行官时被Adobe公司收购的公司
which got bought by Adobe during his time as CEO
2008年到2010年他在微软公司
and from 2008 to 2010 he worked for Microsoft
开发Microsoft office产品
working at Microsoft office products
随着埃洛普的上任
at the time of Elop’s arrival
诺基亚花了
Nokia was spending
五十亿美元
five billion dollars
在调查与开发上
on research and development
那是整个手机行业总资产30%
that’s 30 percent of the entire mobile industry’s total
但是
yet
它还远不是一个能与iPhone相敌的竞争者
it remains far from launching a legitimate competitor to the iPhone
然而诺基亚还是发布了N8
however Nokia did release the N8
和N900手机
and N900
这两种产品都是很好的尝试 但很显然诺基亚仍努力集中在有用的研究与开发上
both good attempts but it was still clear that Nokia was struggling to focus on useful R&D
埃洛普受够了
Mr. Elop  had had enough
他筛选了数据 访问了全世界的很多实验室
He sifted through data and visited labs around the world
就是为了亲自去终止非核心优先的项目
to personally terminate projects that weren’t core priorities
最终发现
as it turns out
诺基亚公司的组织结构极其复杂
the organizational structure of Nokia was also extremely convoluted
例如在2010年
in 2010 for instance
诺基亚在具体探讨一些关于软件的细节
Nokia was hashing out some details of software
一个能让外部程序设计者编写的应用能在任何诺基亚智能手机上运行的软件
that would make it easier for outside programmers to write applications that could work on any Nokia smartphone
在一些公司像这样的重大决策可能会在会议桌上探讨
at some companies such decisions might be made on the conference table
但诺基亚这里
but in Nokia’s case
那就是一个噩梦
it was a nightmare
根据一些会议出席者的洞悉
according to some insight attendees of the meeting
这就是诺基亚陨落的转折点
this is how went down
100名工程师和来自马萨诸塞州和中国不同办公室的产品经理
100 engineers and product managers from different officers as far as Massachusetts and China
都被叫到一家在德国的旅店场馆里
were all called into a hotel venue in Germany
在这里所有诺基亚的职工坐下记笔记 持续了三天
over 3 days Nokia employees sat down and jotted the notes
与此同时米狗和其他诺基亚里的操作系统的代表们
meanwhile representatives of Meego Symbian and other operating systems within Nokia
也都尽量让职工们听懂他们说的话
all struggled to make themselves heard
据有关人士回忆
as one person recalls
那个时候人们只是为了保住他们的工作
people was just trying to keep their jobs
每个小组负责研发最有竞争力的手机
each group was accountable for delivering the most competitive phone
正如你能看到的那样 当时情况已经迫在眉睫了
as you can see from the situation it pretty much cut throat
狗吃狗
dog ate dog
并不是一个好的环境
not a good environment
可是
however
在这些会议之后
out of these meetings
研发出了两套系统
two OS have emerged
一种是塞班系统
a new version of Symbian
它是旧版塞班系统的继承
its successor to the old Symbian OS
另一个是米狗系统
and Meego
一个很有前景的软件
a promising software
最终米狗被应用于了诺基亚N9手机上
that finally arrived in the Nokia N9
尽管米狗系统的研发确实是一个很好的尝试 而且方向是正确的
Although Meego was a pretty good attempt and was a great step in the right direction
但是还处于萌芽状态 时间也太晚了
it was too little too late
当时诺基亚的应用商店还很不完善
the App store was severely undeveloped
苹果和谷歌的应用商店红极一时
at a time when Apple and Google’s App stores were rocket shipping off
不幸的是
unfortunately
当2012年米狗操作系统研发停止之后 所有的努力都成了一场空(微软和诺基亚之间的合作)
it was all fruitless as the meego operation system was discontinued in 2012
在2011年2月
in February 2011
斯蒂芬·埃洛普
Stephen Elop
还有微软首席执行官史蒂夫·鲍尔默
and Microsoft CEO Steve Ballmer
一起宣布了在诺基亚和微软公司之间的合作关系
jointly announced a major partnership between Nokia and Microsoft
诺基亚将会采用微软手机操作系统作为特色智能手机的基础操作系统
which would see Nokia adopt Windows phone as its primary platform of feature smartphones
替代了塞班和米狗系统
replacing both Symbian and Meego
诺基亚研发出了第一款运用WP7系统的电子装置
Nokia invented the first Windows phone 7 devices
在2011年10月26日
on October 26th in 2011
在卢米亚900发布之后 诺基亚公司紧接着发布了卢米亚710和800 两款手机在
there were the Lumia 710 and Lumia 800 which was quickly followed by the Lumia 900
2012年4月 也是正当诺基亚内部产生分歧而争吵时
in April 2012 when Nokia’s internal divisions were squabbling
此时三星反超诺基亚成为世界上最大的手机制造商
Samsung overtook Nokia as the largest phone manufacturer in the world
在2013年 诺基亚发布了卢米亚925 这款手机是920的精简版
in 2013 Nokia introduced the 925 which was a slimmed down version of the 920
外壳上采用了铝金属
also incorporating an aluminium design
在这之后诺基亚继续发布了卢米亚1020
after this Nokia went on to release the Lumia1020
老实说这款手机的变化全是在摄像头上
this frankly was all about camera
像素高达4100万
a 41-megapixel shader
配上塞班808的系统
with the Symbian based 808
再加上全景技术
PureView technology
这款手机发布之后广受争议
the phone did received critical acclaim for its camera
因为它的摄像头 设计风格还有它的运行效果
and general design and performance
很不幸 在这款手机的应用商店上仍存在着问题
unfortunately there was still the problem of Apps
我们都知道应用在微软手机上的微软应用商店
you see the Windows marketplace used in Windows phone devices
并不是很出名
wasn’t exactly that vibrant
高质量的程序的研发者们在商店里发布应用也不积极
quality app developers were slow to get on board the platform
这从根本上挫伤了诺基亚
and this ultimately hurt Nokia
尽管卢米亚系列的手机做的比黑莓手机更好
although the Lumia series was doing better than BlackBerry
诺基亚最终还是亏损了1.15亿欧元
Nokia still made an operating loss of 115 million Euros
总收入下降了24个百分点
with revenues falling 24 percent
在2013年的第二季度
during the second quarter of 2013
放眼全局情况好像更糟一些
but look at the bigger picture it’s even worse
自从2011年起
since 2011
诺基亚的营业亏损达到了41亿欧元
Nokia sustained 4.1 billion Euros worth of operating losses
到现在为止 一切几乎都结束了
by this stage the game was pretty much over
船正在下沉
the ship was sinking
微软平台也不会再提供救生艇了
and the Windows platform wasn’t providing much of the life boat
诺基亚作为一个大公司正处于巨大的压力之下
Nokia as a company was under a bit of pressure
第一次展示的时候 它的外观让它看起来很漂亮
it’s a beautiful device that is making its appearance for the first time as it showed airs
但是未来产品的话
but as for future products
下一个产品出来会是卢米亚928吧
-928 when is it coming out
-我会说一些关于未来产品的事情-我说件事
-I’ll say a couple of things about future product-I can do one thing
我有个苹果手机
-I have an iPhone
-哦 好尴尬-其实我并不想用苹果手机
-oh how embarrassing-I, I don’t want to have to an iPhone
-我想 我想 -听着 我现在就能帮你把这个手机处理掉 好了
-I want to …I want to….-look,I can take care of that for you right here, here you go
-把它扔了-我想用诺基亚手机的
-it’s gone-I want to have a Nokia phone
-因为我相信你 我也相信诺基亚公司-是啊
-Because I believe in you and I believe in Nokia-yes
我想拥有一部卢米亚928手机 你告诉我什么时候才可以
-I want to have that Lumia 928.When do I get it?
-我还是告诉你未来我们会做些什么吧 -告诉我什么时候出卢米亚928吧 -不不 我回答不了这些问题
-so let me tell you what we’re doing 8n the future-tell me before when do..
-I will not…sorry..can’t answer those questions
在9月3号
on the third of September
2013年
2013
微软宣布将会收购诺基亚
Microsoft announced that it would acquire Nokia’s mobile phone division
以70亿美元的价格
in a deal totally 7 billion US dollars
斯蒂芬·埃洛普也辞去诺基亚首席执行官的职务
Stephen Elop would also step down as Nokia CEO
加入了微软公司
and rejoin Microsoft
任命为设备的负责人
as the head of devices
但是问题是
but the question is
对埃洛普来说是不是有利益纠纷
was this a conflict of interest for Elop
在此次收购的背后是不是有什么秘密呢?
was there a dark site behind this move
当这些问题弄清时
as it turns out
很不幸事实就是这样
this sadly may have been the case
据报道
it is reported
埃洛普获得了1亿8800万的奖金
that Elop got 18.8 million Euros bonus
在他将诺基亚卖给微软公司并且辞去首席执行官的职务之后
after he sold Nokia to Microsoft and steped down the CEO
而且埃洛普辞去职务
what’s more is that this agreement was only made on
是和宣布收购诺基亚
the same day
是在同一天发生的
as the announcement
埃洛普在诺基亚动摇不定的首席执行官的职务
was Elop’s shaky CEO position in Nokia
是不是就是微软进军智能手机市场的一部分呢
just a part of Microsoft’s plan to enter the smartphone game all along
我们永远确定不了
we may never know for sure
在2014年10月
in October 2014
最终裁决来临了
the burial had begun
微软公司官方宣布在将来发布的卢米亚新机中诺基亚品牌将会被取缔
Microsoft officially announced that it would phased out the Nokia brand in its promotion of the Lumia smartphones
取而代之的是微软卢米亚手机
it will now be known as Microsoft Lumia
很明显诺基亚品牌的时代已经结束了
and this certainly was the end of Nokia’s brand
或许在将来诺基亚会以一种怀旧的方式回归
maybe in some distant time and some through back nostalgic way they could come back
但是现在这个时候
but right now
对这样一个超级公司来说 似乎已经到头了
this really does look like the end of the trail for an absolutely amazing company
所以
so
纵观历史 相同的事情不断重演
throughout the history was saying the same thing over and over again
就像采用web系统的随身电脑或者配有移动互联网装置的英特尔
like Palm was webOS or Intel with mobile internet devices
甚至是施乐
or even Xerox
采用图形用户界面
the graphical user interface
历史不断证明
it’s been repeatedly demonstrated that
想出好点子的第一个人
being the first to a good idea
并不一定在商业上就能取得成功
is no guarantee of commercial success
所以我想问你们
so I put it to you
你们怎么看待诺基亚的陨落?
what do you guys think of the demise of Nokia
你们认为埃洛普真的是为了一己私利或者微软的收益而将诺基亚出售吗?
do you think that Mr. Elop was guilty of purposely selling Nokia for his own personal gain or the gain of Microsoft
我想这将会是一个非常有意思的讨论话题
I think this may be a very interesting comment section
而且会开阔我们在这个领域的视野 希望做生意的人能引以为戒
so broadening our field of view let this be a lesson to any of us that are thinking of ever running a business
要勤奋
be diligent
要对你的竞争环境有所警觉
be very aware of your competitive surroundings
最重要的是
and most of all
要居安思危 要谦逊
be prepared to swallow your pride in order to ash in a positive change
为了对事物保持积极的观点
And to leave a positive spin on things
这个跨国公司以造纸厂起家
this multinational company started from just one man’s paper mill
却持续了将近一百年
and lasted for ever 100 years
所以这就说明
so just goes to show
如果你做了对的事情
if you do what’s right
你就能取得很大成就
you can do a lot
大家好 我是Dagogo 多谢大家能够观看我的关于诺基亚公司陨落的视频
hey guys,it’s Go Go here and I just want to thank you for watching the whole way through me err..rise and fall of Nokia video
如果你决定看完这段视频的话 将会发现这是一个很有趣的故事
it’s quite an interesting story when you think about if you start to finish up
纵观诺基亚历史 有很多的败落 这看起来很有趣
quite a lot of stuff went down throughout Nokia’s history so it’s quite interesting
当然如果你对我们还不了解 可以去看一看其他的一些有趣的视频
so yeah if you’re new here take a look around at a few other videos that are quite interesting
如果你想要分享这段视频 尽管分享吧 我相信总会有人对
and also if you want to share this video, feel free. I’m sure there’s some other people there that will be interested in the whole business idea
诺基亚陨落背后的商业故事感兴趣的
behind why Nokia fell or
或者对其他关于科技的事情感兴趣
you know, just any other interesting things about technology they may be interested in
所以
so
这就是全部内容了 感谢大家的观看 不要忘了点击订阅另外给个赞哦
yeah that’s all for me thanks for watching don’t forget to subscribe give a thumb up
我们下段视频见
and I’ll catch you again soon for the next video
祝大家生活愉快 再见
have a good one guys, cheers
ColdFusion
ColdFusion
新思维的化身
it’s new thinking

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视频概述

诺基亚崛起与陨落最终章-想知道诺基亚公司被收购的前因后果吗?是什么促使诺基亚公司陨落的?一起来看看吧!

听录译者

不知道该取什么名字

翻译译者

颜亦

审核员

赖皮

视频来源

https://www.youtube.com/watch?v=NJS1C-j7TX4

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