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

　　Robert Brunner, who served as Apple’s director of industrial design from 1989 to 1997 andlater collaborated on the design of Amazon’s first Kindle e-reader, gave a much morepessimistic assessment.

　　罗伯特o布伦纳曾在1989年到1997年间担任苹果公司工业设计总监，后来也为亚马逊首款电子阅读器Kindle的设计出过一份力。他对Fire手机的前景却要悲观得多。

　　“To be totally frank, the Amazon phone has zero cache,” he says. “The design itself is very,overtly neutral.”

　　他说：“说实话，亚马逊这款手机实在乏善可陈，它的设计本身就太平庸了。”

　　A phone is a personal object and conscious design choice on the part of its owner, Brunnerargues. Alongside the iPhone and Android devices like the Moto X, customizable down to thecolor of its side trim, the Fire phone is nondescript. He went so far as to toss out theultimate techie insult.

　　布伦纳认为，手机是一种私人物品，人们在挑选手机时会对设计格外在意。与iPhone和Moto X这种连边框侧颜色都可以定制的安卓手机相比，Fire手机毫无特色可言。他最后抛出了一句从技术角度来说堪称登峰造极的鄙薄之语。

　　“I actually put the Fire down below BlackBerry right now as an object of desire,” Brunner says.

　　他说：“就激发购买欲而言，我现在把Fire摆在黑莓(BlackBerry)之后。”

　　It also didn’t help that Amazon’s phone was the most brazen attempt yet by any majorsmartphone maker to lock its users into its own ecosystem of products. Certainly, the iPhonehas long since steered users towards Apple services — and likewise Android users to Googleofferings — but Amazon went one step further by adding what amounts to a “Buy” button onthe side of the Fire phone. Click it, and you’re several steps away from two-day delivery.

　　另一个帮不上忙的情况是，不少主流智能手机制造商都希望把用户锁在自家产品生态圈之内，但这款手机堪称有史以来最肆无忌惮的尝试。的确，iPhone一直引导用户使用苹果的各种服务——安卓也会让用户使用谷歌的各种产品——但亚马逊却更进一步，干脆在Fire手机上装了个相当于“购买”的按键。按下这个键，只需几步就能享用两日送达的快递服务了。

　　“I personally felt the ‘Buy’ button was a bit forced,” says Yves Behar, the award-winning Swissindustrial designer whose past and present clients include Samsung, Jawbone and HermanMiller. “There were more elegant ways to go about introducing that.”

　　伊夫o比哈尔是一位曾获得大奖的瑞士工业设计师，他的客户包括三星公司、Jawbone公司和赫曼米勒公司(Herman Miller)。他说：“我觉得‘购买’按键有点强迫性。要加入这个功能，其实还有许多更加优雅的好办法。”

　　Amazon also misfired on how it sells the phone. Android devices and iPhones are on the shelvesat thousands of physical retailers and all four top U.S. cell carriers. But people can buy the Firephone at far fewer channels. If you want the phone, your only options are Amazon.com, a fewbrick and mortar retailers like Best Buy BBY 2.16% , and AT&T T -0.14% , the phone’sexclusive cell carrier.

　　而在这款手机的销售方式上，亚马逊同样晕招频出。你在美国的上千家实体零售店和四大移动运营商处都能看到安卓手机和iPhone。但要买Fire手机却只有少得可怜的几个渠道。如果你想买它，就只能去亚马逊官网、百思买(Best Buy)等少数几家实体零售店，以及它的独家移动运营商美国电话电报公司(AT&T)。

　　Additionally, Amazon stumbled on pricing. Selling the Fire for $200, the industry standard, rancontrary to Amazon’s long-held, company-wide strategy of undercutting the competition.

　　此外，亚马逊的定价也颇为失败。Fire的定价是200美元，这算是业内标准售价，却跟亚马逊公司长期坚持的低价战略背道而驰。

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