三星准备在企业级市场发起挑战

2014-10-10 17:46:07来源：可可英语

　　It has been a rough week for Samsung. The SouthKorean electronics giant, known for its televisionsand tablet computers, acknowledged Monday that itexpects its quarterly profits to be its lowest in threeyears. The world’s leading smartphone maker findsitself increasingly weighed down by a dual-front warin which its lucrative phones are losing ground toApple’s iPhone at the high end of the market and anarray of Chinese models at the low end.

　　过去一周对于三星公司(Samsung)而言并不太平。这家以电视机和平板电脑著称的韩国电子巨头于周一承认，上季度盈利预计将处于三年来最低水平。这家全球领先的智能手机制造商发现自己越来越陷入双线作战的泥潭——其利润丰厚的手机业务在高端市场上正在不断输给苹果公司(Apple)的 iPhone ，而在低端市场上则正被中国的一大批手机品牌攻城掠地。

　　“Clowns to the left of me, jokers to the right,” the company seems to be singing to its flagshipGalaxy S5 phone. “Here I am, stuck in the middle with you.”

　　“我左边有小丑，右边有大小王，”该公司似乎在为自己的旗舰手机Galaxy S5 而唱，“我正被困在中间动弹不得。”

　　A Reuters report is more damning: “Many analysts and investors believe the best days arebehind Samsung’s mobile division as it will need to sacrifice margins to keep cheaper Chinesehandsets grabbing more of its turf, even though new products like the Galaxy Note 4 will helpnudge profits higher in the current quarter.”

　　路透社(Reuters)发表的一篇报道更加言之凿凿：“许多分析师和投资者都认为，三星旗下的手机业务部门已经告别了自己最美好的时光，就算Galaxy Note 4这样的新产品将会有助于推高该公司本季度的盈利，它也依然需要牺牲利润率，才能阻止价位更低的中国手机抢走更多的地盘。”

　　As that war wages on, Samsung seeks to start another as it looks to new revenue streams forgrowth—namely, by serving large businesses. On Tuesday, the company’s mobile divisionintroduced a portfolio of business services that it believes will help it appeal to Fortune 1000companies across the globe. The package, called Samsung 360 Services for Business, includessoftware, services, and technical support. It’s intended to be a one-stop shop for businessesthat seek to manage mobile devices in the workplace.

　　随着手机市场的竞争在继续，三星试图发动另一场竞争。为了提振业绩增长态势，该公司把目光转向新的收入来源——也就是向企业提供服务。周二，该公司的手机部门发布了一组企业服务，它认为这组服务将有助于吸引全球各地的财富1000强企业的注意。这套解决方案被称为“三星360企业服务”(Samsung 360 Servicesfor Business)，内容包括软件、服务和技术支持，目标客户是那些想要对职场内部使用的移动设备加以管理的公司，旨在为他们提供一套一站式的服务。

　　For Samsung, which has long had enterprise-focused services but lacked a cohesivestrategy, the effort is significant. In January, it hired Robin Bienfait, the former chiefinformation officer of BlackBerry, to lead a newly formed team. “Samsung has been in theenterprise business for well over 15 years,” she told me. “In the past four-plus years,mobility as part of their portfolio has really gotten bigger and bigger. They’ve got a lot ofpartners and capability, but they really wanted a closer relationship with the enterprisecustomer.”

　　三星在很久以前就推出了主要面向企业级客户的多项服务，但一直缺乏一套统一的战略，对它来说，这一次的举动具有重要意义。今年1月份，该公司聘请曾任黑莓公司(BlackBerry)首席信息官的罗宾o比恩菲特来领导一支新组建的团队。“三星在已经在企业级业务市场上耕耘了15 年，”她告诉我说，“最近这四年多来，移动性在他们的产品组合中所占的分量实在已经变得越来越重。他们拥有大量的合作伙伴和相关能力，但他们真的还想与企业客户建立起一种更加密切的关系。”

本文关键字: 三星准备在企业级市场发起挑战