【中英对白】HP CEO:HP还会和微软一起”过家家”.但不是在平板和手机市场!

2011 年May月 1 日由 发布 | 类别: 其他 | Tags: , , , , , , ,

Five months into his tenure as CEO of Hewlett-Packard (HPQ), Leo Apotheker already faces a host of challenges. His board has mostly turned over. The company’s financial results have flagged, along with its share price. Meanwhile, Apotheker has begun to articulate a new strategy for HP around cloud computing, even as it pursues a controversial strategy of designing its own operating system for mobile devices, a move certain to anger its longtime partner, Microsoft. Apotheker sat down for an extended interview with Fortune‘s Adam Lashinsky on April 12, 2011 at HP’s Palo Alto, Calif., headquarters. An unedited transcript follows.

经历了为期五个月的惠普公司CEO的任期,Leo Apotheker已经面临一系列的挑战。他的董事会成员已经发生大部分的变化。公司的财务状况和股价已经得到显著提升。同时,Apotheker也开始为惠普公司的“云计划”谋划新的战略,即使设计自家的手机操作系统这个有争议的战略注定会惹恼他们长期的合作伙伴——微软。2011年4月11日,Apotheker在HP加利福尼亚的帕罗奥图总部接受了来自《财富》杂志的Adam Lashinsky的采访。以下是采访原纪录。(有删节,提取重点战略。)


FORTUNE: So Leo, I want to start on a very high level if we could. IBM (IBM) is the smarter planet connecting everybody, Oracle (ORCL) is marrying hardware with software for the enterprise. What is HP?


Leo Apotheker: Everybody on. HP is about making sure that we live in a seamless, connected world where information can be shared in a secure way.

Leo ApothekerEverybody on。HP希望把我们生活的世界打造成无连接的世界能以一种安全的方式共享。


FORTUNE: And so what about HP’s product offering is differentiated from its major competitors, which for the sake of argument, are IBM and Oracle, in the sense that they are only enterprise companies? HP is an enterprise and a consumer company.


APOTHEKER :So that’s a huge difference for starters. We are also from all of these companies the only one that has actually products and services that range from the consumer all the way to the enterprise. We’re living in a world where the consumer is going to drive enterprise computing, not the other way around, so that gives us a strategic advantage over all the other guys. And then the breadth and the width of our portfolio and the depth of the portfolio, gives us a pretty much unique position.



FORTUNE: So you’re positioning that as a strength, but what’s to say that it doesn’t become, I don’t know, a distraction and turned into a weakness? That way you can’t do the enterprise very well or consumer very well, you end up trying to be too many things.

FORTUNE: 因此你把企业的定位看做是一种优势,但我不明白的是,为什么这种多元定位没有分散企业的注意力并且变成弱势呢?(按照目前的定位)你无法同时做好企业级和个人消费级(的服务和产品),(从理论上说)你应该结束这种多元定位的战略。

APOTHEKER :Well that’s what good execution and good strategy is all about, isn’t it? You really want to focus on these assets that will drive the total value: What are we all about? ces, it’s conWe want to make sure that the world can connect easily in a secure way. We want to provide cloud, and we will provide people the intelligence to drive the information from a really small point of view. So it’s analytics, it’s software, it’s the cloud servinectivity. That’s equally relevant for a consumer as it is relevant for an enterprise. Good execution management, good operational management knows how to drive these things with better focus, extract the synergies, and still drive the capabilities towards the end point, and we’re very good at doing that.

APOTHEKER: 优秀的执行方案和战略就是那样的不是吗?你应该关注这些优势,他们是推动产值的关键:我们是一个什么样的公司?我们想要确保这个世界能以一种简单而安全的方式沟通。我们希望提供云服务,我们会为人们提供将细节转化为信息的智能。这种智能就是计算,是软件,是云服务,是相互联通。这对于企业和个人消费者来说是都是相关的。好的执行管理者和经营管理者知道如何(让这些东西成为关注的焦点,利用协同作用,并且)我们在这方面做得很好。


FORTUNE: Now what you’ve said so far is that HP needs to be bigger in software, it’s only about three percent of revenues right now. First of all, can you explain why?

FORTUNE: 您所说的是未来惠普需要在软件方面做得更好,而这样业务只占目前公司收益的三成。首先,您能解释一下这个原因吗?

APOTHEKER: Well software is the part of the IP that becomes relevant in the usage of all of these technologies. You don’t want a cloud for the sake of the cloud; you don’t connect for the sake of connecting. You do all of this in order to do certain things and usually the way you do these things materialize or translate into software. And therefore for us to be bigger in software is important. Now we are big in software already, we just don’t use it as IP, we use it in order to enable other things. You’ll see HP start to reverse that trend a bit, make IP relevant as IP, and use other things to push more IP.

APOTHEKER :软件是惠普在工业生产中(IP=industrial Production)运用那些技术的很重要的部分。你不会因为是云服务才想使用云服务,不会单纯因为想要沟通而沟通。你尝试这些技术是为了完成某些事,并且你通常处理事情的方式可以被具象化并做成具有类似功能的软件。因此对于我们来说,在软件方面有所提升就是非常重要的了。现在我们在软件方面做得已经足够好了,我们并没有把他们当做工业生产技术而使用,我们使用这些东西是为了完成其他的东西。你会看到惠普开始一点点扭转(软件技术服务于工业生产这一点),让工业生产专注于工业生产,并且使用其他的东西增加更多的工业产物。


FORTUNE: In terms of the new product offering, you said that it’s coming in late 2011. Is that right? What’s the advantage to announcing something early in the year and then offering it later in the year, as opposed to waiting until it’s ready and then announcing it?

FORTUNE: 说到新产品的供应,您说新品会在2011年末上市。这是真的么?像这种在年初发布新品而到年末才出售的策略,和直到完成全部(研发和制造)才上市的策略相比,有什么优势呢?

APOTHEKER :I’m not too sure that we’re kind of talking about the same thing. So we announced a very exciting ensemble of cool connected devices: smartphones and tablets–we call it the TouchPad. That’s coming out in the summer, so that’s very soon. There will be a whole ensemble of new devices that will follow on, and there will be a wider and wider product set from these connected devices that will be on the market as we move along. In the end of 2011, early 2012, etc., etc. So no, we only announce what it is we’re going to make available in the summer, that’s coming up.

APOTHEKER: 我不太确定我们说的是不是同一件事。我们发布了一套可以互联的很酷的设备:智能手机和平板——我们称平板为TouchPad。它将会在夏天正式上市,所以其实这是很快的。接下来会有一系列的新设备紧接上市,随着我们研发的脚步,之后会有越来越多从这些互联产品中衍生出的设备上市。时间大概是2011年末或是2012年初。所以这种策略并无优势之说,我们会在夏季提前发布一些产品。


FORTUNE: Now, you mentioned the TouchPad, this is the tablet product that’s growing out of HP’s acquisition of Palm.

FORTUNE: 您提到了TouchPad,这是一款成型于HP旗下的Palm公司的产品.




FORTUNE: What about the TouchPad will be better, and all of Palm products for that matter, will be better than say Google Android products or Apple iOS products that are already on the market?

FORTUNE: 要如何使TouchPad以及Palm的产品更好,让他们比起早就上市的Google的Android或者苹果的iOS更棒?

APOTHEKER :Well, it has a certain set of very unique capabilities that only we can provide. It’s all by design in a sense, because WebOS is the only operating system that was developed from scratch to be always connected. It assumes that you’re always connected, except when you’re not connected, that gives it a whole kind of web-capabilities that actually no one else has. So we can synchronize all kinds of data points and bring them all together on a device. We can have connectivity between devices: we just touch one device to another and data flows from one device to the other. We can do certain things like parallel processing: you don’t need to work in a synchronous way, you can actually work in parallel, which is very, very interesting, and opens up a whole new vista when it comes to these smart devices that we call smartphones or touch pads. And they’re going to get a lot of attention, and they will pull a lot of attractiveness when it comes to the market it. We feel very good about it.

APOTHEKER :我们会给TouchPad提供一些非常独特的功能。从某种意义上来说,这种独特的设计是因为webOS系统从一开始就具备信息交流的这种特性。如果你一直保持连接状态,他将给你提供其他产品无法提供的完整的互联网功能。我们能够在设备之间相互同步:我们只要将一个设备和另一个设备接触,数据就会从一部设备转移到另一部设备。我们可以同时做不相互干扰的几件事:你不需要同时处理几件事,事实上你可以并联工作,这会非常非常的有趣,他向我们展示了一副关于我们称之的智能手机和TouchPad的智能设备的远景。这些设备会获得很多关注,当他们上市时我们也会吸引更多的关注。我们对他很有信心。


FORTUNE: One comment on a major…A significant partner of Hewlett-Packard has for many years now been Microsoft (MSFT). To what extent is embracing WebOS, which you bought from Palm, and building the companies mobile products around your own operating system, a threat to that long-term relationship with Microsoft?

FORTUNE: 一个主流媒体作了以下评价……微软是惠普多年来的一个重要的合作伙伴。那么对于重视webOS系统,也就是从Palm公司收购来的操作系统,并且以它作为公司移动产品的操作系统,这会不会威胁到与微软建立的长期合作关系?

APOTHEKER: It’s not a threat at all. People have been writing a lot of stuff on that, that’s good for us. You’re using ink, so please continue. [laughs] But Microsoft doesn’t view it as a threat, and we don’t intend it to be a threat. Future PCs will be running Windows, whatever version, and they will also be running WebOS–it’s not a threat, it’s complimentary. Microsoft knows about WebOS, we know what they want to do. It’s a great partnership and I look forward to continuing that partnership in the future.

APOTHEKER:完全不存在所谓的威胁。人们说过很多关于这方面的东西,这对我们是有利的。既然你决定要做,就坚持下去。(笑)但微软并不认为(我们采用webOS)是一种威胁,而我们也不想让它成为一种威胁。未来的个人电脑,无论何种版本,将同时运行Windows和web OS——这不是一种威胁,而是免费的馈赠。微软了解webOS,而我们知道他们想要做什么。这是一种很好的合作关系,而我希望这种合作关系在未来能继续下去。


FORTUNE: But the argument is the future of the computing industry isn’t in PCs, it’s in mobile devices, and you’re making a major investment in mobile devices. And if the future of mobile devices for Hewlett-Packard does not include Microsoft’s mobile software, that’s a threat to Microsoft?

FORTUNE: 但争论点在于,计算机行业的未来并不在PC,而是移动设备,而你们正在移动设备方面做一个很大的投资。而如果未来惠普的移动设备不包含微软的移动应用,这会不会成为对微软的一个威胁?

APOTHEKER: Yeah, sure. But I believe the future is in connectivity, not just in mobile devices, and I believe that there will always be some form of heterogeneity in the world. I don’t think people should have a binary, homogeneous view of things. Nobody in the world would be entirely one or the other. Customers want choice, which is one of the challenges some of our competition has. People want choice, people are living in the heterogeneous world, and we want to support that, and WebOS will support heterogeneity.

APOTHEKER :这是必然的。但我相信未来计算产业的未来在于连通性,而不只是在移动设备。我相信世界上总会有一些形式在的异质性。我认为人们不该对事物有一个充满二进制和同质化的看法。世界上没有任何东西是非此即彼的。客户需要选择,这是我们的竞争对手所面临的挑战之一。人们想要的选择,人们在异质的世界中生活,我们要支持这一点, webOS会引领世界的异质化。


FORTUNE: Meaning that a WebOS device may well have Microsoft’s software in it as well as HP’s software.

FORTUNE: 就是说webOS设备可能同时预装微软和惠普的软件咯?

APOTHEKER :Yes, for example. Or the cloud might have some Microsoft software in it, that you can access through a WebOS device, or vice versa for that matter. So you have to open up, you have to encourage openness, otherwise we’re going to be in a very dry and sad world.

APOTHEKER :是这样的。我们打个比方。你可以通过webOS设备登录某些包含微软软件的云端服务,反之亦然(即你也可以通过云端登录你的webOS设备)因此你必须开放,你要鼓励开放,否则在webOS的世界就会是苍白无力的。


FORTUNE: So as a PC user, I’m very familiar with how the software on my PC works today. I use a BlackBerry, I know I’m using proprietary BlackBerry software, for example. What will an HP PC look like to me as a user in the future, if it has WebOS on it in addition to having Microsoft software on it–and a similar question for a smartphone?

FORTUNE: 作为一个PC用户,我对我的PC上软件的运行机制非常熟悉。比方说,我有一台黑莓手机,我知道我需要哪些专属的黑莓软件。未来HP的PC如果预装了webOS,并且加上了微软的软件,对我这样的用户来说会有什么影响呢?同样的问题,对于智能手机又如何?

APOTHEKER: Let me answer the smartphone question first. HP smartphones and tablets will be running WebOS, only WebOS, at least that’s for the near future, that’s the plan. And the PCs will be running Windows, and you can also then have a WebOS experience on that Windows environment.

APOTHEKER :我先谈谈智能手机的问题。惠普的智能手机和平板会运行webOS操作系统,并且只会运行webOS,至少近期是这样。(什么意思?近期?后期难道还会采用WP7?Android?MeeGo?)这就是我们的打算。而PC机会运行Windows,而你在Windows环境下可以体验webOS。


FORTUNE: And what’s an example of a WebOS experience–an app store, a mobile app?

FORTUNE: 会以什么样形式体验webOS呢——软件商店还是移动应用?

APOTHEKER :You could access the app store; you could use the WebOS user interface, which makes it very distinctive, on top of a Windows platform.

APOTHEKER :你可以(通过PC)访问软件商店,你也可以在PC上使用webOS的UI界面,这会让惠普的电脑在Windows平台上非常有竞争力。


FORTUNE: But what’s an example of an activity I might use that for? Why would I want to use the WebOS on my PC?


APOTHEKER: You would want to synchronize all of your calendars that you have out there on the web: your professional calendar, your personal calendar. If you use third-party service providers for your calendar you can bring it all together in one calendar, synchronize it on the go, automatically on your WebOS environment, as an example.

APOTHEKER: 举这样一个例子:你可能想同步保存在网络上的日程:你的工作日程,个人行程。如果你用第三方提供的服务来处理,你能够把他们全部整合到一个日历里,并且自动同步,这些工作可以在webOS中自动完成,这就是一个实际应用。(有点迷糊啊!)


FORTUNE: With the device you mean?

FORTUNE: 你的意思是特定的设备么?

APOTHEKER :On the PC as well, in the future.

APOTHEKER :未来也能够在PC上实现的。


FORTUNE: But I mean as an Exchange Outlook user, I can do that today, with Outlook. But you’re saying I can do it with Outlook, with Gmail, and whatever else I want?

FORTUNE: 我想说的是,作为一名Exchange Outlook的用户,我用Outlook(实现你说的功能)。但你说我可以用Outlook,Gmail或是其他我想用的方式都行?

APOTHEKER :Whatever else, as many as you have. You can update a contact on all of your social media and on your Outlook, by updating one, and automatically all the others will get updated.

APOTHEKER :只要你有的任意方式都可以。你可以一次更新你所有的社交媒体和Outlook。只要更新其中一个,其他的也会自动更新。


FORTUNE: Isn’t this going to drive up the price of the PC, to have two operating systems on it?

FORTUNE: 这样在一台PC上使用两个操作系统会不会增加PC的售价?




FORTUNE: But why not, are you going to get a discount from Microsoft because you’re not using as much of it?

FORTUNE: 微软会不会因为你不像以前一样频繁使用它们的产品而不对他们的产品打折销售?

APOTHEKER :No, that’s a pricing decision that we have, and we want to make sure that as many people as possible get to enjoy a great experience.

APOTHEKER :不会的,我们有自己的价格策略,我们想确保尽可能多的人获得满意的用户体验。


FORTUNE: OK, and that as many people as possible have exposure to your new OS, as well, right?

FORTUNE: 好,也让经可能多的人接触到你们的新操作系统,是吧?

APOTHEKER :As well. And we want to make sure that that gets the kind of proliferation that we wanted to achieve, and for that we have other ways to make sure that we can provide a high-class, highly competitive, hugely differentiated PC at a very competitive price.

APOTHEKER :是,我们也想确保我们能得到期望的影响程度,为此我们会提供一个高品质的,有强大竞争力的,与对手迥然不同的PC,并且是以一个很有竞争力的价位。


FORTUNE: So I’ll ask the question a slightly different way: will it hurt HP’s margins to do that?

FORTUNE: 我再从一个稍微不同的角度问个问题:那样做会损害惠普的利润么?




FORTUNE: So where will you make up the margin? You’re giving me more–you’re not charging me more.

FORTUNE: 那么你们又从哪儿获得利润呢?你要提供给我更多东西,又不能多收费。

APOTHEKER: Well, there is the app store, for which we will get something, there are some additional services for which we probably will be able to charge something for. And if we add additional features on top of WebOS, it’s a little bit early to talk about them right now, we might be able to charge something for that as well.

APOTHEKER: 嗯,利润来自app store(此非彼啊!不要弄混!碎碎一下!就因为这个苹果被诉!这个app store太混淆了!),我们从那儿能获些利,还能从一些额外的服务中收些钱。而且如果我们能在webOS上附加一些额外的功能,我们也能从那儿收些钱,不过现在谈这些还为时过早。(小编:webOS已经被HP赋予敛钱工具了!情以何奈啊!造点好设备,利润大大的!何必弄些额外功能呢?)


FORTUNE: If you’re going to enable your PCs to do more, yet you said your tablets and your smartphones will be purely WebOS, why not make that a heterogeneous experience as well?

FORTUNE: 如果你打算让你的PC能多事,但你说你们的平板电脑和智能手机会是纯粹的webOS,为什么他们一样优秀呢?

APOTHEKER: Because that’s a question of capability of the chip that you have inside a smartphone or inside a tablet. At the end of the day, a tablet is still not a PC, so there’s only so much you can cram into a tablet. You have way more space in a PC, where you have more flexibility when it comes to hardware and operating systems, and for that matter, most importantly, for microprocessors.

APOTHEKER: 因为这个受限于智能手机或者平板的芯片处理能力,毕竟平板电脑不等于PC,你不能在一个平板里塞那么多东西。在PC中你有更大的储存空间,当涉及到硬件和操作系统的问题时可以能灵活地处理,但是如果这个问题到了平板这儿就不同了,更确切一点,到了平板电脑的处理器就不同了。


FORTUNE: Good. Terrific, thank you.

FORTUNE: 好,好极了,谢谢。

APOTHEKER: Thank you.




不知道HP的董事会为了这个神马生态系统累死了多少脑细胞!总之,还是有看点的!不过在碎一句.你买TouchPad和Pre 3看来只能得到60%的webOS.想要体验完整的webOS,还需要在PC跑上webOS之后!而具体PC怎样跑webOS,官方和民间说法不一.还要在死一亿脑细胞才能解决!







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