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发表于 2006-6-13 12:42:00
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Re: 一则国外小新闻翻译(转载请注明个人主页)
June 8, 2006
第一段纯粹是对加利福尼亚的介绍。。ft
第二段的70s funk 意思是爵士乐?@@
Going Mobile: 'Verizon Gets It Now at BREW 2006'
//手机时代:“Verizon(全球顶尖通信服务商之一译者注)使用BREW(无线二进
制运行时环境译者注)”
The gorgeous city of San Diego, California is nestled on the Pacific
coast just above the southern border, about two hours south of Los
Angeles. Tourists love this town for its sunny ambiance, its truly
relaxed atmosphere (unlike its bustling, polluted cousin to the north),
and its world-class selection of tasty Mexican cuisine and tequilas. To
be sure, San Diego’s golf courses and marinas can turn business travel
into vacation time in the blink of an eye.
//在圣地亚哥这个美丽的城市,加利福尼亚被太平洋南海岸所环抱,大约距离洛杉
矶两小时车程。旅游者喜欢这个城市,是因为它充满了阳光,它真正放松的氛围(
不象北方那种熙攘而被污染的环境),还有它世界著名的墨西哥风味的饭和酒。当
然,还有圣地亚哥的高尔夫球场和码头,扫一眼它们你就可以把一场商业旅行变成
一场度假。
BREW's Iceberg Effect
//BREW的冰山影响
This laid-back ambiance permeates Qualcomm’s annual BREW conference,
which is traditionally held in early June near the company’s world
headquarters--everybody has a smile on their face, nobody wears a tie,
and the hosting company spends lavish amounts on catering, parties and
live music to make sure its guests have a good time (this year’s
headline act was 70s funk outfit Earth, Wind and Fire). Even if it looks
like nobody’s doing any work, however, there’s some very serious
business being transacted under the surface; if you want to know how
important the BREW show is to the wireless data market, all you need to
do is glance at the high-powered speaker list. This year’s show touted
representatives from Square Enix, Microsoft Casual Games, and Electronic
Arts, to drop a few big names.
//这种宽松的氛围甚至也影响了Qualcomm(无线技术厂商)的年度BREW会议,这个
传统的会议在六月上旬公司世界领导高层之间举行------每个人的脸上都带着微笑
,没有人打领带,公司提供大量开销以聚餐,聚会和举行音乐会让每个客人都觉得
开心(今年的标题是风靡全球的爵士乐,火和风)。即使看起来没有人在做任何工
作,尽管这样,在表象之下正在进行很严肃的商谈;如果你想要了解BREW展示对于无
线信息市场是多么重要的话,你只需要看看那一串有威力的名字。今年的展示最典
型的代表是 史克威尔艾尼克斯,微软休闲游戏工作室,和艺电公司,还有一些大
公司。
If you’re unversed in the wireless data space, don’t worry: you are
probably in the vast majority, and a bit of explanation is in order. The
BREW Solution--as Qualcomm likes to call its integrated commercial
platform for mobile phones--has enjoyed robust global expansion over the
last several years, especially in developing markets like India, China,
and Latin America. Broadly speaking, BREW consists of a number of
components working in concert, all of which are managed by Qualcomm. The
most important pieces are the development platform, which developers use
to build wireless applications; the program catalogue, from which
carriers select said applications to load onto their mobile storefronts;
and the commercial infrastructure, which orchestrates customer
authentication and billing, as well as the all-important revenue split
between the developers, publishers, carriers, and Qualcomm itself.
//如果你对无线信息领域并不熟悉,别担心:你已经在大量的信息当中,而且一些
解释已经给出了。BREW方案------高通公司这样称呼它的手机综合商业平台------
在过去的数年之中因为全球信息爆炸获益良多,尤其在发展中国家,比如印度,中
国和拉丁美洲。泛泛地讲,BREW功能完善,它所有的功能都被高通公司所实现。最
重要的组件就是可扩展平台,开发者可以建立无线应用程序;和用于让载体选取以
实现并在手机屏幕上运行的项目目录;商业架构,编制了用户程序的认证和执行次
序,还有在开发者,出版者,载体和高通公司之间所有重要的接口开销
In essence, BREW positions Qualcomm as the ultimate middleman; for a
small cut of the action, the company manages all of the horribly
convoluted logistics of wireless commerce, allowing the various members
of the supply chain to specialize on what they do best, while rendering
the whole process completely opaque to the consumer. This is a very good
thing for everyone involved--especially Qualcomm, because growth in
wireless data nourishes their core business of selling increasingly
complex multimedia chipsets for mobile phones. Among many other carriers
’ data services, BREW technology drives Verizon Wireless’ Get It Now
storefront, which is widely considered to be the prime mover behind
wireless data growth in the U.S.
//大体上,BREW把高通公司置于一个最终中间人的位置;通过采取一些小的但是根
本措施,公司管理着所有非常复杂的无线网络商业的基础部分,使得在供应链上的
大量用户在把整个过程实现给消费者的时候找到最佳解决方案。这是对相关的每一
个人都很有益的事情------尤其是高通公司,因为无线信息增长给他们的核心商业
销售提供了更多的多媒体手机芯片。在众多媒体提供商中,BREW技术成为Verizon
无线公司的拳头技术,它被广泛地认为是美国无线信息行业的原动力。
It may sound a little far-fetched, but in terms of revenue potential, it
’s absolutely true: The Qualcomm/Verizon Wireless tandem is one of the
most important alliances in video games that you’ve never heard of.
//听起来也许有点牵强,但是在这些潜在的收入之中,如下几乎是绝对真理:高通
和Verizon公司的搭档几乎是你所听过的在视频游戏业中最为强势的联合。
Verizon Gets It... Now?
//Verizon来了,现在呢?
The perennial highlight of the BREW show is Verizon Wireless’
presentation, when one of the carrier’s highly placed officials emerges
from the corporate shroud of silence and delivers growth statistics and
future strategy to a rabidly expectant audience. For those involved in
mobile games, it’s kind of like waiting for the oracle to come out of her
cave. This year’s session was delivered by John Stratton, Verizon
Wireless’ Vice President and CMO, and he had some momentous news.
//BREW常年展示的重要产品就是Verizon的无线网络体系,同时官方从这个载体的
共同的科学发展背景之下得到的重点,和增长中的统计数字以及未来的可预料
的目标。因为这些包含在了手机游戏之中,这就好像等待隐士出山一样。
今年的会议由John Stratton主持,他是Verizon无线公司的副主席和CMO(
市场总监),他有一些重要的新闻要告诉我们。
First came the raw numbers: according to Stratton, VZW currently sports
27.1 million data customers, who are expected to account for about 160
million downloads over the course of 2006. That’s a tidy 400% growth rate
over the last 36 months--a pretty darned decent result for most retail
outlets, eh? But Stratton made sure the audience understood that VZW isn’
t content with mere organic growth, especially since it’s shown recent
signs of slowing down. Sounding an introspective note, he wondered aloud,
“are customers moving on to other types of entertainment services? Are
the carriers taking their eye off the ball?”
首先是原始新闻:对于Stratton,UZW现在有两千七百一十万数据客户,对这些客户
的预算消费是2006年大概1.6亿的下载量。在过去的三十六个月中增长了四倍------
一个很不错的结果,对于大多数零售出口来说,不是吗?但是Stratton相信观众们理
解UZW并不满意仅仅这些增长的部分,尤其是最近这种势头有慢了下来的迹象。听起来
像一份检讨书,他大声质问道:“顾客们去玩其它的娱乐形式去了么?记者们把眼光从
球上移开了吗?”
Then came a truly startling admission, along with a plan for action.
Stratton outlined several problems that have stunted data growth: VZW is
continuously hit with a “fire hose” of content from publishers that it
lacks the resources to sort through, its present download deck is “way
too packed,” and the Get It Now experience “hasn’t fundamentally
improved” for customers since its inception.
//接着随着行动计划而来的是一个让人吃惊的结论,Stratton勾画出了一些妨碍
信息发展的问题:VZW在不断地被评论者们用“火龙”抨击是因为它对资源分类
管理作的不好,它的当前下载通道是“拥挤的道路,”对于用户来说,和最初的版本
比起来,它现在并没有被从“根本上提升”。
Moves To Improvement
//改进之路
These problems aren’t news to the mobile games industry, but Stratton’s
candor certainly is. VZW’s evolving solution on the commerce side, said
Stratton, will be to branch out to new sales channels, including the
internet and retail (there are 1800 VZW stores in the U.S.), as well as
allow certain off-portal partners to sell applications. At the same time,
Get It Now is undergoing a complete user interface overhaul, which will
allow for voice searching, contextual recommendations, and even Flash
animations.
//这些问题对于手机游戏工业来说并不是新闻,但是Stratton坦言这些是对的。
VZW的在商业上将要采取的进一步的解决措施就是,Stratton说,将会找寻新的
销售渠道,包括internet和零售业(在美国有一千八百个UZW的零售商店),也要允许
特定的合作商出售应用设施。同时,发售途径也经历着一个用户界面检查,这些将
允许用声音作关键字检索,上下文检索,甚至动画动态。
These revelations constitute the massive paradigm shift that mobile games
publishers have dreamed of for years, but never dared to expect, since
they knew that any change would be impossible without carrier involvement.
Keep in mind that the cellular operators, including Verizon Wireless, are
best characterized by inertia and slow, incremental improvements; they
have consistently ignored pleas for retailing reform for half a decade.
Indeed, while listening to Mr. Stratton give this presentation, one got
the sense that we were witnessing history in the making. The only thing
that could have upstaged him would have been a UFO crashing through the
ceiling.
//这些相关信息表明了手机游戏发行商所梦想多年的情形,但同时他们又不敢去实现,
因为他们知道没有媒体的介入,任何的改变都是不可能的。想想看细胞操作,包括
Verizon无线网,用它的缓慢而受惯性影响的额外改进诠释了这个问题;他们一贯忽略
零售业在五年之内的改革细节。确实,在Stratton先生给我们这次介绍之中,大家有种
感觉就是我们成为了一个正在发展的历史的目击者。唯一让他更吃惊的事情也许是天花板
上有一个外形飞碟出现。
Of course, it’s always important to take a deep breath and think
critically. Verizon Wireless may have committed to a historic program of
reform at BREW 2006--but what will happen to mobile games during the long
months and years it will take for the carrier to develop its new
technology, roll out its new handsets to customers, and achieve sufficient
market penetration to finally switch off the old Get It Now? My best guess
is that we will be stuck with business as usual for some time to come.
//当然,考虑事物要考虑其两面性。Verizon无线网可能专注于BREW2006平台的历史改
良------但手机游戏在漫长岁月之中将要发生的变革将会是介质的新技术变革,给用户
提供新的听筒,并且完成充分的市场渗透以最终取代老式的手机?我能想到的最好的猜想
是我们将会如同以往一些时候一样,被商业带来的变化所影响。
Not An Instant Solution
//不是一个即时解决手段
In fact, Stratton roundly and explicitly rejected the most sensible short
-term solution to stagnating growth--culling the download decks--by
telling the audience that VZW had no interest in deciding “what’s good
and what isn’t” for their customers. I agree that VZW probably doesn’t
have the personnel necessary to exercise this sort of judgment right now,
and that allowing the market to choose is clearly the best of all possible
options--but I have to wonder how VZW’s present policy of shuffling
hundreds of games up, down, and around their decks arbitrarily is any
better than a pure, merit-based dictatorship.
//事实上,Stratton有力地和清晰地抵制短期内减少下载链接以解决萧条局面的做法。
因为这样等于告诉观众,VZW没有兴趣去处理这样的问题:“对于顾客,什么是好的,
而什么是没用的。”我同意UZW大体上不需要去马上尝试验证这种判断,而是让市场去
选择所有最棒的可行建议---但是我不得不在想VZW现在缓慢处理数百个游戏的下载和
上传,以及强制点击链接是否比一个清晰的专门服务要强。
Nevertheless, the significance of Verizon Wireless’ announcement at BREW
2006 cannot be understated, because without these kinds of commercial
reforms, mobile gaming will never be anything more than video gaming’s
dimwitted sidekick. Kudos to VZW for taking this step (even if they had to
be prodded into it by Qualcomm, as I suspect). Neither they nor we will be
sorry they did.
//然而,Verizon无线网关于BREW2006的声明看起来有些张扬,因为没有这些商业改良,
手机游戏将不会比视频游戏更具优势。VZW选择走这一步(尽管我认为他们需要高通公
司的帮助来打进这市场)。他们或者我们都不会为他们所做的表示抱歉。
[Steve Palley is the Founder and Lead Analyst of Foci Mobile, a mobile
games consulting firm. He was previously Chief Editor for Mobile Games at
GameSpot and Wireless Gaming Review.]
[Steve Palley是手机理论分析家和奠基人,也是一个手机游戏公司顾问。他以前是
视频游戏公司GameSpot和无线游戏网总编辑]
POSTED: 6.55am PST, 06/08/06 - Simon Carless - LINK
发表于:零六年六月八日上午六点五十五分--Simon Carless
更多免费国外新闻翻译,请关注乐天灵魂的个人主页atian.dpnet.com.cn (下english articles栏目)
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