增长受阻 摩托罗拉错在哪里？Missteps Slow Motorola
Motorola Mobility pulled itself out of a deep dive last year by turning out some of the first real competitors to the iPhone, but missteps have handicapped the company this year amid a growing battle with formidable Asian giants.
去年，摩托罗拉移动控股(Motorola Mobility Holdings Inc.)推出了首批对iPhone形成真正竞争的产品之一，进而把自己从业务急转直下的局面中拯救了出来。不过，今年在与强大的亚洲巨头日益激烈的较量中，该公司因自己的失误而受阻。
When Motorola Mobility Holdings Inc. reports its second-quarter results Thursday, all eyes will be on how the U.S. cellphone maker is handling its separation from the more stable network-technology business, which now exists as Motorola Solutions Inc. Since the Jan. 4 split, Mobility's shares are down 26% while Solution's shares are up 15%.
摩托罗拉移动周四公布二季度收益报告时，外界关注的焦点将是这家美国手机生产商如何处理与更稳定的网络技术业务，即现在的摩托罗拉解决方案(Motorola Solutions Inc.)的分拆。自1月4日分拆以来，摩托罗拉移动的股价跌了26%，而摩托罗拉解决方案的股价涨了15%。
The split-up was made possible by a recovery at the cellphone unit, which came back from years of internal turmoil to sell nearly 14 million smartphones last year─largely thanks to a joint effort with Verizon Wireless and Google Inc. That three-way partnership produced the Droid lineup and captured consumers who were yearning for an iPhone-like device but couldn't or didn't want to switch to the Apple Inc. phone's exclusive U.S. carrier at the time, AT&T Inc.
分拆成为可能是因为当时摩托罗拉手机业务有所好转。主要由于与Verizon Wireless和谷歌(Google Inc.)的携手努力，手机业务从数年的内部动荡中恢复过来，去年销售了近1,400万部智能手机。这一三方伙伴关系催生了Droid产品阵容，吸引了一部分消费者，这些消费者渴望一部类似iPhone的手机，却不能或不愿换成苹果(Apple Inc.)手机当时在美国的独家运营商美国电话电报公司(AT&T Inc.)。
But Motorola Mobility, led by Chief Executive Sanjay Jha, has stumbled this year. Lukewarm receptions for a new marquee phone and tablet, as well as delays in rolling out products for Verizon's fast, new 4G network, have slowed the company's momentum just as the competition has heated up.
不过，首席执行长杰哈(Sanjay Jha)带领下的摩托罗拉移动今年遭遇了挫折。消费者对一款新手机和平板电脑的反响平平，可用于Verizon新的高速4G网络的产品推出延迟，这些都在竞争加剧之际，令该公司的增长势头放缓。
Motorola's devices are no longer so special at Verizon, which gave the Droid an unprecedented marketing push last year as it battled AT&T and the iPhone. Verizon now sells the iPhone itself. Meanwhile, bigger manufacturers such as Samsung Electronics Co. and LG Electronics have joined HTC Corp. in building high-end smartphones that like Motorola's are powered by Google's Android software.
摩托罗拉手机在Verizon不再那么特别。去年，在摩托罗拉Droid手机与美国电话电报公司和iPhone竞争之际，正是这一独特的地位使其获得了前所未有的营销攻势。Verizon如今自己也销售iPhone。与此同时，三星电子(Samsung Electronics Co.)和LG电子(LG Electronics)等更大的生产商与宏达国际电子股份有限公司(HTC Corp.)联手制造高端智能手机，与摩托罗拉的智能手机一样，这类手机也搭载谷歌Android软件。
'There are four or five world-class handset manufacturers trying to compete with each other on a daily basis,' Mr. Jha told analysts at a conference last month. 'All of us are competing extremely hard to get more market share and attention.'
杰哈上个月在大会上对分析人士说，现在有四五家世界级的手机生产商时刻在试图相互竞争。我们所有人都在非常努力的竞争，以便获得更多的市场份额和关注。
Adding to the pressure on management, activist investor Carl Icahn, long a thorn in Motorola's side, has started publicly agitating for the company to explore a sale of its patent portfolio─a move he argues could raise billions of dollars but which some analysts say could hobble a company that relies on intellectual property to compete.
令管理层压力更大的是，一直以来都是摩托罗拉眼中钉的维权投资者伊坎(Carl Icahn)开始鼓动摩托罗拉探索出售专利的可能，他说此举可能筹得数十亿美元，但一些分析人士说这可能会阻碍一家依赖知识产权进行竞争的公司。
Underlying Motorola's challenges is a fast-evolving cellphone market in which the definition of success has been changing dramatically. In 2005, Motorola scored a blockbuster with its super-thin Razr phone, because shape was largely what set handsets apart.
摩托罗拉的挑战根源是迅速发展的手机市场，在这个市场上，成功的定义一直在急剧变化。2005年，摩托罗拉以超薄的Razr手机而一鸣惊人，因为当时形状是使手机与众不同的主要因素。
Now, the focus has moved to the operating system and its ecosystem of applications. Motorola benefited from an early start with Android. But the shift has made it harder for phone makers to distinguish their products and could create an opening for players that don't have much of an established brand in the U.S., like China's Huawei Technologies Co. and ZTE Corp.
如今，关注点转移到了操作系统和应用程序上。摩托罗拉因与Android合作较早而获益。不过，对操作系统和应用程序的关注加大了手机生产商使自己产品脱颍而出的难度，可能给在美国没有老牌品牌的厂商创造一个机会，比如中国的华为和中兴。
'When today's consumer comes to the shop looking for a smartphone, they are more looking for an iPhone or Android or Windows phone,' said Lixin Cheng, chief executive of ZTE's U.S. operation. 'In the past, they were coming to the shop looking for a Nokia phone or a Samsung or Motorola phone.'
中兴美国公司首席执行长程立新说，今天的消费者到店里找智能手机的时候，更多地是在找iPhone、Android或Windows手机；在过去，他们进店是要找一部诺基亚、三星或摩托罗拉的手机。
In a sign of the growing competition, Motorola's share of Android phones sold dropped to 14% in the first three months of 2011 from 33% a year before, BMO Capital Markets analyst Tim Long estimates. Its drop in share of Verizon smartphones has also been steep-falling to 18% in the first quarter from 38% a year earlier, according to Mr. Long.
蒙特利尔银行资本市场公司(BMO Capital Markets)分析师Tim Long估计，摩托罗拉在Android手机中所占份额从2010年一季度的33%下降至2011年一季度的14%，这反映出竞争的加剧。Long说，摩托罗拉在Verizon智能手机中的份额下降幅度也很大，今年一季度从上年同期的38%下降到18%。
Analysts expect the company to report a small profit and revenue of $3.12 billion, up slightly from the first quarter, according to Thomson Reuters.
汤森路透(Thomson Reuters)数据显示，分析师预计摩托罗拉将报出微薄利润，收入将为31.2亿美元，略高于一季度。
Motorola says it's distinguishing its Android devices by creating new ways for people to use their phones, from mobile computing to home entertainment, as well as diffusing its reliance on Verizon by courting other carriers.
摩托罗拉说，它正在开创人们使用手机的新途径，比如移动运算和家庭娱乐等，从而让自己的Android手机与众不同，另外它也在通过争取其他运营商来分散对Verizon的依赖。
So far this year, its most prominent attempt at creating a new mobile experience has been the Atrix, an Android handset for AT&T's network that for an extra $200 comes with a device that looks like a laptop and docks with the phone.
今年以来，摩托罗拉开创新型手机体验的最突出尝试就是Atrix。这是一款使用美国电报电话公司网络的Android手机，另加200美元就可以获得一台样子像笔记本电脑、与手机接驳的设备。
The result, the advertising for the phone says, is 'computing power virtually anywhere.' But analysts say it didn't take off. 'It's not clear there was much demand for that scenario,' Forrester analyst Charles Golvin says.
手机广告说，这样就带来了“几乎无处不在的运算力”。但分析师说这款手机尚未流行。Forrester分析师高尔文(Charles Golvin)说，不清楚那样一种使用场景有没有很大需求。
Sales of Motorola's tablet, the Xoom, have been lukewarm so far this year, analysts say. Mr. Jha said at the conference last month that weak marketing was to blame for the performance of the tablet and laptop-phone.
分析师说，今年到目前为止，摩托罗拉的平板电脑Xoom的销售不温不火。杰哈在上个月的论坛上说，平板电脑和“笔记本加手机”的表现要归咎于营销不力
'You saw with Atrix and Xoom, we have very, very good products,' Mr. Jha said. 'In retrospect, we could have done a better job of communicating our message.'
杰哈说，你们看Atrix和Xoom，我们有着非常、非常好的产品；回过头来看，我们在传达信息方面本应做得更好。
Motorola has also had problems launching devices that can run on high-speed cellphone networks that use a technology called LTE. Motorola's LTE phone, the Droid Bionic, has been delayed until later this summer. Verizon will upgrade the Xoom to the 4G network in September, finally adding a feature that could have set the tablet apart from Apple's iPad juggernaut.
在针对采用LTE技术的高速手机网络推出手机方面，摩托罗拉也不顺利。它的LTE手机Droid Bionic已经推迟至今夏晚些时候。Verizon将于9月份把Xoom升级至4G网络，终于给它加上一个有望与主导市场的苹果iPad区分开来的功能。
Verizon, which is supposed to carry both devices, is already selling LTE phones from Motorola rivals and is rolling out an LTE tablet from Samsung this week. The carrier said it sold 1.2 million LTE devices in the second quarter.
预计这两款设备都将由Verizon运营。Verizon已经在销售摩托罗拉竞争对手的LTE手机，本周还将推出三星的LTE平板。Verizon说，二季度其LTE设备销量为120万台。
'We were late,' Mr. Jha acknowledged last month. The chief executive had started the year thinking LTE capabilities would help Motorola's devices stand out. He says the company is on track to get them out this summer.
杰哈上个月承认，我们来迟了。年初的时候他就在想，加上LTE功能将有助于摩托罗拉的产品脱颍而出。他说公司即将在今年夏季推出这些产品。
去年，摩托罗拉移动控股(Motorola Mobility Holdings Inc.)推出了首批对iPhone形成真正竞争的产品之一，进而把自己从业务急转直下的局面中拯救了出来。不过，今年在与强大的亚洲巨头日益激烈的较量中，该公司因自己的失误而受阻。
When Motorola Mobility Holdings Inc. reports its second-quarter results Thursday, all eyes will be on how the U.S. cellphone maker is handling its separation from the more stable network-technology business, which now exists as Motorola Solutions Inc. Since the Jan. 4 split, Mobility's shares are down 26% while Solution's shares are up 15%.
摩托罗拉移动周四公布二季度收益报告时，外界关注的焦点将是这家美国手机生产商如何处理与更稳定的网络技术业务，即现在的摩托罗拉解决方案(Motorola Solutions Inc.)的分拆。自1月4日分拆以来，摩托罗拉移动的股价跌了26%，而摩托罗拉解决方案的股价涨了15%。
The split-up was made possible by a recovery at the cellphone unit, which came back from years of internal turmoil to sell nearly 14 million smartphones last year─largely thanks to a joint effort with Verizon Wireless and Google Inc. That three-way partnership produced the Droid lineup and captured consumers who were yearning for an iPhone-like device but couldn't or didn't want to switch to the Apple Inc. phone's exclusive U.S. carrier at the time, AT&T Inc.
分拆成为可能是因为当时摩托罗拉手机业务有所好转。主要由于与Verizon Wireless和谷歌(Google Inc.)的携手努力，手机业务从数年的内部动荡中恢复过来，去年销售了近1,400万部智能手机。这一三方伙伴关系催生了Droid产品阵容，吸引了一部分消费者，这些消费者渴望一部类似iPhone的手机，却不能或不愿换成苹果(Apple Inc.)手机当时在美国的独家运营商美国电话电报公司(AT&T Inc.)。
But Motorola Mobility, led by Chief Executive Sanjay Jha, has stumbled this year. Lukewarm receptions for a new marquee phone and tablet, as well as delays in rolling out products for Verizon's fast, new 4G network, have slowed the company's momentum just as the competition has heated up.
不过，首席执行长杰哈(Sanjay Jha)带领下的摩托罗拉移动今年遭遇了挫折。消费者对一款新手机和平板电脑的反响平平，可用于Verizon新的高速4G网络的产品推出延迟，这些都在竞争加剧之际，令该公司的增长势头放缓。
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摩托罗拉CEO杰哈(Sanjay Jha)说，公司本可以在营销上做的更好。 |
Motorola's devices are no longer so special at Verizon, which gave the Droid an unprecedented marketing push last year as it battled AT&T and the iPhone. Verizon now sells the iPhone itself. Meanwhile, bigger manufacturers such as Samsung Electronics Co. and LG Electronics have joined HTC Corp. in building high-end smartphones that like Motorola's are powered by Google's Android software.
摩托罗拉手机在Verizon不再那么特别。去年，在摩托罗拉Droid手机与美国电话电报公司和iPhone竞争之际，正是这一独特的地位使其获得了前所未有的营销攻势。Verizon如今自己也销售iPhone。与此同时，三星电子(Samsung Electronics Co.)和LG电子(LG Electronics)等更大的生产商与宏达国际电子股份有限公司(HTC Corp.)联手制造高端智能手机，与摩托罗拉的智能手机一样，这类手机也搭载谷歌Android软件。
'There are four or five world-class handset manufacturers trying to compete with each other on a daily basis,' Mr. Jha told analysts at a conference last month. 'All of us are competing extremely hard to get more market share and attention.'
杰哈上个月在大会上对分析人士说，现在有四五家世界级的手机生产商时刻在试图相互竞争。我们所有人都在非常努力的竞争，以便获得更多的市场份额和关注。
Adding to the pressure on management, activist investor Carl Icahn, long a thorn in Motorola's side, has started publicly agitating for the company to explore a sale of its patent portfolio─a move he argues could raise billions of dollars but which some analysts say could hobble a company that relies on intellectual property to compete.
令管理层压力更大的是，一直以来都是摩托罗拉眼中钉的维权投资者伊坎(Carl Icahn)开始鼓动摩托罗拉探索出售专利的可能，他说此举可能筹得数十亿美元，但一些分析人士说这可能会阻碍一家依赖知识产权进行竞争的公司。
Underlying Motorola's challenges is a fast-evolving cellphone market in which the definition of success has been changing dramatically. In 2005, Motorola scored a blockbuster with its super-thin Razr phone, because shape was largely what set handsets apart.
摩托罗拉的挑战根源是迅速发展的手机市场，在这个市场上，成功的定义一直在急剧变化。2005年，摩托罗拉以超薄的Razr手机而一鸣惊人，因为当时形状是使手机与众不同的主要因素。
Now, the focus has moved to the operating system and its ecosystem of applications. Motorola benefited from an early start with Android. But the shift has made it harder for phone makers to distinguish their products and could create an opening for players that don't have much of an established brand in the U.S., like China's Huawei Technologies Co. and ZTE Corp.
如今，关注点转移到了操作系统和应用程序上。摩托罗拉因与Android合作较早而获益。不过，对操作系统和应用程序的关注加大了手机生产商使自己产品脱颍而出的难度，可能给在美国没有老牌品牌的厂商创造一个机会，比如中国的华为和中兴。
'When today's consumer comes to the shop looking for a smartphone, they are more looking for an iPhone or Android or Windows phone,' said Lixin Cheng, chief executive of ZTE's U.S. operation. 'In the past, they were coming to the shop looking for a Nokia phone or a Samsung or Motorola phone.'
中兴美国公司首席执行长程立新说，今天的消费者到店里找智能手机的时候，更多地是在找iPhone、Android或Windows手机；在过去，他们进店是要找一部诺基亚、三星或摩托罗拉的手机。
In a sign of the growing competition, Motorola's share of Android phones sold dropped to 14% in the first three months of 2011 from 33% a year before, BMO Capital Markets analyst Tim Long estimates. Its drop in share of Verizon smartphones has also been steep-falling to 18% in the first quarter from 38% a year earlier, according to Mr. Long.
蒙特利尔银行资本市场公司(BMO Capital Markets)分析师Tim Long估计，摩托罗拉在Android手机中所占份额从2010年一季度的33%下降至2011年一季度的14%，这反映出竞争的加剧。Long说，摩托罗拉在Verizon智能手机中的份额下降幅度也很大，今年一季度从上年同期的38%下降到18%。
Analysts expect the company to report a small profit and revenue of $3.12 billion, up slightly from the first quarter, according to Thomson Reuters.
汤森路透(Thomson Reuters)数据显示，分析师预计摩托罗拉将报出微薄利润，收入将为31.2亿美元，略高于一季度。
Motorola says it's distinguishing its Android devices by creating new ways for people to use their phones, from mobile computing to home entertainment, as well as diffusing its reliance on Verizon by courting other carriers.
摩托罗拉说，它正在开创人们使用手机的新途径，比如移动运算和家庭娱乐等，从而让自己的Android手机与众不同，另外它也在通过争取其他运营商来分散对Verizon的依赖。
So far this year, its most prominent attempt at creating a new mobile experience has been the Atrix, an Android handset for AT&T's network that for an extra $200 comes with a device that looks like a laptop and docks with the phone.
今年以来，摩托罗拉开创新型手机体验的最突出尝试就是Atrix。这是一款使用美国电报电话公司网络的Android手机，另加200美元就可以获得一台样子像笔记本电脑、与手机接驳的设备。
The result, the advertising for the phone says, is 'computing power virtually anywhere.' But analysts say it didn't take off. 'It's not clear there was much demand for that scenario,' Forrester analyst Charles Golvin says.
手机广告说，这样就带来了“几乎无处不在的运算力”。但分析师说这款手机尚未流行。Forrester分析师高尔文(Charles Golvin)说，不清楚那样一种使用场景有没有很大需求。
Sales of Motorola's tablet, the Xoom, have been lukewarm so far this year, analysts say. Mr. Jha said at the conference last month that weak marketing was to blame for the performance of the tablet and laptop-phone.
分析师说，今年到目前为止，摩托罗拉的平板电脑Xoom的销售不温不火。杰哈在上个月的论坛上说，平板电脑和“笔记本加手机”的表现要归咎于营销不力
'You saw with Atrix and Xoom, we have very, very good products,' Mr. Jha said. 'In retrospect, we could have done a better job of communicating our message.'
杰哈说，你们看Atrix和Xoom，我们有着非常、非常好的产品；回过头来看，我们在传达信息方面本应做得更好。
Motorola has also had problems launching devices that can run on high-speed cellphone networks that use a technology called LTE. Motorola's LTE phone, the Droid Bionic, has been delayed until later this summer. Verizon will upgrade the Xoom to the 4G network in September, finally adding a feature that could have set the tablet apart from Apple's iPad juggernaut.
在针对采用LTE技术的高速手机网络推出手机方面，摩托罗拉也不顺利。它的LTE手机Droid Bionic已经推迟至今夏晚些时候。Verizon将于9月份把Xoom升级至4G网络，终于给它加上一个有望与主导市场的苹果iPad区分开来的功能。
Verizon, which is supposed to carry both devices, is already selling LTE phones from Motorola rivals and is rolling out an LTE tablet from Samsung this week. The carrier said it sold 1.2 million LTE devices in the second quarter.
预计这两款设备都将由Verizon运营。Verizon已经在销售摩托罗拉竞争对手的LTE手机，本周还将推出三星的LTE平板。Verizon说，二季度其LTE设备销量为120万台。
'We were late,' Mr. Jha acknowledged last month. The chief executive had started the year thinking LTE capabilities would help Motorola's devices stand out. He says the company is on track to get them out this summer.
杰哈上个月承认，我们来迟了。年初的时候他就在想，加上LTE功能将有助于摩托罗拉的产品脱颍而出。他说公司即将在今年夏季推出这些产品。
还没人转发这篇日记
