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

　　“The odds of Amazon succeeding were always very small,” says Mark Mahaney, ManagingDirector and analyst for RBC Capital Markets, who argues the price cut is a veritable Hail Marypass. “My guess is it’s too late.”

　　加拿大皇家银行资本市场公司(RBC Capital Markets)总经理兼分析师马克o马哈尼认为，这种大幅降价纯属孤注一掷。他说：“亚马逊成功的机会十分渺茫。这种做法为时已晚。”

　　The Fire phone’s shortcomings are plenty. On first blush, it’s an adequate device withfeatures comparable to others in the market in terms of screen, camera and memory. Whatsets it apart is a three-dimensional effect for graphics on certain apps and an applicationcalled Firefly that lets shoppers in bricks and mortar stores easily identify over 100 milliondifferent products and then buy them online (preferably at Amazon).

　　Fire手机的缺点多多。乍一看，它似乎是款功能足够多的手机，在屏幕、摄像头和内存等方面与市面上的同类产品相差无几。与众不同之处在于，某些应用的图像具有三维显示效果，还有一款名为Firefly的应用可以让实体店的购物者在网上轻松找到超过一亿种商品并下单(当然最好是在亚马逊官网上购买)。

　　But in a crowded space dominated by Apple and Android devices, simply releasing something“adequate” isn’t enough. To stand out, a smartphone like the Fire, which arrived seven yearsafter the first iPhone and six years after the first Android device, requires breaththroughhardware and software.

　　可是，在这个早已被苹果和安卓手机挤得满满当当的市场里，仅仅推出一款“功能足够”的手机是远远不够的。要想脱颖而出，对Fire这样一款比首款iPhone晚了7年、比首款安卓手机晚了6年才推出的智能手机来说，必须要有突破性的硬件和软件才行。

　　“If they had shown up with this phone a long time ago, they could have gotten a lot moreattention,” says Frank Gillett, a Forrester analyst. “But it’s a very noisy crowd in anestablished market. Once you show up at the party now, nobody pays attention.”

　　弗雷斯特研究公司(Forrester)分析师弗兰克o吉列特表示：“如果这款产品是很早以前推出的，那肯定能吸引很多人的眼球。但现在这个市场早已人满为患、众声喧哗了。这时候你再出现，根本没人会在意你。”

　　An Amazon spokesperson declined to comment. But at the Fire phone’s unveiling, Jeff Bezostrumpeted the device as a superior smartphone.

　　亚马逊的一位发言人拒绝发表评论。但在Fire手机的发布会上，杰夫o贝索斯却把自家这款产品吹捧为超级智能手机。

　　“Can we make a better phone for Amazon Prime customers?” he said onstage. “Yes. Yes, wecan.”

　　当时他在舞台上是这么说的：“我们能为亚马逊的尊享客户打造一款更好的手机吗?没错的，我们可以。”

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