亚马逊Fire手机失败原因大起底

2014-10-11 16:00:47来源：可可英语

　　Two months after Amazon released the Fire phone,it’s fair to call the device a disappointment.

　　在亚马逊公司(Amazon)正式推出Fire手机两个月后，我们有理由把它称为一款让人失望的产品。

　　Amazon’s customers gave the smartphone alackluster rating of 2.6 out of 5 stars. Reviewerscalled the device “forgettable” and “mediocre.” AndAmazon AMZN -0.43% all but admitted tounderwhelming sales by drastically cutting the Fire’sprice from $200 to 99 cents just one month afterunveiling the device at a splashy press conferencein Seattle.

　　在满分为五星的评价表上，亚马逊的客户只给这款智能手机打出了2.6颗星的黯淡评价。评测者则称其“过目即忘”、“平庸无奇”。当时为隆重推出这款手机，亚马逊在西雅图举办了盛大的新闻发布会。但仅过了一个月，该公司就将Fire手机的定价从200美元大幅削减至99美分，足以表明亚马逊默认了惨淡的销售现状。

　　Amazon’s stumble with the Fire is a major setback for the online retailing giant. By sinkingmoney and resources into a smartphone, the company had hoped to gain a significant piece ofthe huge smartphone market long dominated by rivals like Apple AAPL -0.64% , Google GOOG-0.13% and Samsung. Moreover, the Fire was supposed to funnel mobile shoppers to Amazon’sonline store by making it easier to find and buy products. But Amazon is now left scrambling,and it’s unclear whether it can recover from its flop.

　　对这家电商巨头来说，在Fire手机上栽的这个跟头是一个重大挫折。该公司起初的如意算盘是，通过投入巨资和丰富资源打造一款智能手机，以期在这个长期被苹果(Apple)、谷歌(Google)和三星(Samsung)等对手统治的巨大市场上分一杯羹。此外，亚马逊还希望Fire帮助用户更便捷地寻找和购买商品，从而将手机购物人群引入该公司自家的购物平台上。但现在亚马逊显然阵脚大乱，它是否能从这次失败中东山再起也不得而知。

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