诺基亚：芬兰,别为我哭泣

诺基亚：芬兰,别为我哭泣 诺基亚:芬兰，别为我哭泣 作者: Michal Lev-Ram 时间: 2013年09月04日 来源: 财富中文网 不管微软是否收购诺基亚，这个曾经的手机巨头按照现在的路子走下去肯定没有好下场。收购之后，诺基亚现任CEO埃洛普将负责微软设备及服务部门，而这个部门的主体就是诺基亚的资产。如果埃洛普将来能当上微软的老大， 诺基亚或许能迎来曙光。 诺基亚现任CEO埃洛普有望竞争微软掌门人的职位。 It's a sad day for Finland. Or is 微软(Microsoft)收购诺基亚 it? Sure, much of the (Nokia)是不是芬兰人的悲情一 phonemaker's storied legacy -- 日,如今手机制造商诺基亚的传奇 and future -- is now in Microsoft's 和未来都握在微软手中，这是许多 hands, a bitter pill to swallow for 芬兰人不得不接受的痛苦现实。而 many Finns. And yes, 32,000 且，在一夜之间，不论他们是否愿 Nokia employees will become part 意，32,000名诺基亚员工变成了雷 of the Redmond-based tech 德蒙德科技巨头微软的一份子。然 giant's empire overnight, whether 而，诺基亚的业务从很早之前便开 they like it or not. But Nokia's 始持续下滑，即使微软没有突然出 (NOK) downward spiral began a 手，以72亿美元收购其设备及服务 long time ago, and the company 部门，诺基亚也不会有什么好下场。 wasn't headed toward any kind of 此外，这笔交易或许能够给这家芬 happy ending, with or without 兰品牌带来一线生机，帮助它恢复 Microsoft (MSFT) swooping in to 昔日的势头。尤其是如果诺基亚CEO buy its devices and services 史蒂芬•埃洛普能得到雷德蒙德的 business for $7.2 billion. What's 最高职位的话，此种可能性就更大 more, the deal may actually give 了。曾是微软高管的埃洛普，如今 the Finnish brand a sliver of a 被认为是最近形势突变的罪魁祸 chance to regain some of its lost 首。 momentum. Especially if Stephen 诺基亚曾是全球头号智能手机Elop -- yes, the Nokia CEO and 制造商，如今却连前五名也进不了。former Microsoft exec now 虽然它的非凡(Lumia)系列手机销blamed for this most recent turn of 量一直在增长，但增长速度不足以events -- lands the top job in 抵消其他产品的大幅下跌。最近一Redmond. 个季度，这家公司的收益比之前一 Nokia, once the top 年减少了24%。近几年，它的股票一 smartphone manufacturer in the 直在持续下跌。到底发生了什么, world, no longer cracks the top 原因或许有很多，但傲慢自大和罔 five. Sales of its Lumia line of 顾成本、一味追求市场份额的错误 phones have been growing, but 做法是最主要的两个原因。与黑莓 not fast enough to offset massive (BlackBerry)一样，诺基亚并没 drops in other products. In the 有认真对待2007年刚刚面世的 company's most recent quarter, iPhone手机。美国市场也是在后来 revenue fell 24% compared with 才引起诺基亚的重视。如今，美国 the prior year. Its stock has been 市场已经被全球领先的两大智能手 in decline for years. What 机操作系统，也就是苹果(iPhone) happened? There were many 的iOS和谷歌(Google)的安卓占 causes for the downfall, but 领。外面的世界日新月异，诺基亚 arrogance and a misguided focus 高管们却依然坚守着老化的塞班 on growing market share no (Symbian)操作系统，结果浪费了 matter the costs are two big ones. 太多的时间。 Like BlackBerry (BBRY), Nokia 2010年，埃洛普加入诺基亚时，didn't take the iPhone's 2007 这家公司的声誉与市场份额都已经debut seriously. The U.S. market 遭受重挫。2011年高通(Qualcomm)-- now home to the two leading 召开手机开发者大会，埃洛普当时smartphone operating systems in 对听众们说:“过去两年的趋势是the world, Apple's (AAPL) iOS 从设备竞争转向生态系统竞争。”and Google's (GOOG) Android -- 果然，埃洛普入主公司之后不久就was merely an afterthought. And 采取了一系列大胆举措，其中最重even as the world around them 要的就是将公司的命运与微软的was changing, company execs Windows操作系统捆绑在一起。诺基clung to Symbian, Nokia's aging 亚非凡系列手机便是两家公司联姻operating system, for far too long. 的结晶。虽然埃洛普的忠诚(和领 By the time Elop came on 导公司的能力)一直备受诟病，但 board in 2010, Nokia's reputation 非凡系列智能手机应该是诺基亚很 and market share were already 长一段时间来最出色的一款产品。 tanking. "What has happened 埃洛普在诺基亚的任职一直饱over the last couple of years is 受争议，但与内部人员不同，他可there has been a shift from a 以使公司放弃塞班，把赌注押在更battle of devices to a war of 可行的(虽然并不是很受欢迎的)ecosystems," Elop told an 操作系统上。虽然这可能是杯水车audience of mobile developers at 薪，而且为时已晚，而且埃洛普随a Qualcomm (QCOM) conference 后带领公司进行的转变也并非完美in 2011. Sure enough, soon after 无缺。但考虑到公司从2011年便已he took over the company, the 注定的发展轨迹，此次公司与微软CEO made a series of bold 的交易也就不值得大惊小怪了。投moves, most significantly hitching 资者对此次交易表示欢迎，诺基亚the company's fate to Microsoft's 公司的股票在周二上午也暴涨超过Windows operating system. The 了40%。 resulting offspring of that marriage is Nokia's Lumia line of phones. 富国银行(Wells Fargo)高级And while Elop's loyalties (and 师梅纳德•阿姆在一份中ability to lead the Finnish 写道:“我们认为，此次交易对诺company) have been questioned, 基亚更为有利。因为，我们认为鉴the Lumia smartphones are 于激烈的竞争和有限的产品接受probably the best thing out of 度，诺基亚设备与服务部门的未来Espoo in a long time. 充满了风险。此次交易和收回合资 公司诺基亚西门子公司(Nokia Elop's tenure at Nokia has Siemens Network，NSN)将使诺基been controversial, but unlike 亚完成向网络基础设施业务的转insiders he had the ability to 变。”(诺基亚的剩余业务包括通divorce the company from 讯设备业务、地图技术和专利许可Symbian and make a 部门)。阿姆补充说，更重要的是，much-needed bet on a more 这笔交易将增强微软-诺基亚合作viable operating system (albeit not 的产品组合的财政实力。当然，前a very popular one). It may have 提是微软打好手中的牌。 been too little, too late, and the "turnaround" Elop has subsequently led hasn't been flawless, to say the least. But this week's sale to Microsoft isn't surprising given the trajectory laid out in 2011. Investors are welcoming the deal, sending Nokia's share price up over 40% Tuesday morning. "We view this positively for Nokia, as we believe the path for the Device & Services business was fraught with peril given competitive forces and its limited product acceptance," Maynard Um, a senior analyst with Wells Fargo, wrote in a report. "This sale and the buyout of the Nokia Siemens Network (NSN) joint venture all but completes the transformation of Nokia into a network infrastructure-focused business." (The remaining Nokia will consist of the company's telecom equipment business, mapping technologies and an IP licensing division). What's more, added Um, the sale puts more "financial muscle" behind the combined Microsoft-Nokia portfolio of products. That is, of course, if Microsoft plays its cards right. The software giant doesn't have a good track record when it comes to hardware. Or acquisitions. But Elop's return into 软件业巨头微软在硬件或者收购the fold could be helpful to the 方面的成绩并不尽如人意。不过，埃future of Nokia's handset line. 洛普回归微软或许会对诺基亚手机Current Microsoft CEO Steve 业务的未来有所帮助。最近，微软现Ballmer recently announced he 任CEO史蒂夫•鲍尔默宣布将在未来will be stepping down in the 几个月内退休，许多人都成了潜在继coming months, and many have 任者的有力竞争者。埃洛普也是热门weighed in on the list of potential 人选，这并不奇怪。埃洛普曾经是微successors. It's no surprise that 软的老人，对微软非常了解(曾负责Elop is now a top contender as Office部门)。而且在诺基亚任职三well. The former insider knows the 年之后，相比大多数微软高管，他更company well (he once ran its 熟悉手机生产。作为微软收购的条件Office division). But after three 之一，埃洛普将辞去诺基亚CEO的职years at Nokia, he also knows the 务，担任微软设备及服务部门的负责handset manufacturing world 人，其中大部分由原先的诺基亚业务much better than most Microsoft 组成。这意味着，埃洛普可能成为手execs. As part of Microsoft's 机业务(和前诺基亚员工)最大的希acquisition, Elop will step down as 望。如果他能在几个月后成为微软CEO of Nokia and take on the CEO，对于原来为诺基亚生产手机的devices and services division at 制造商而言，或许是更大的福音，尽Microsoft, a big chunk of which 管芬兰人在心理上很难接受。(财富will be made up of the former 中文网) Nokia business. That means Elop may become the handset 译者:刘进龙/汪皓 business' (and former Nokia employees') greatest hope. If he becomes CEO of Microsoft in the months to come, that may bode even better for the handset manufacturer formerly known as Nokia, painful as that admission may be to the Finns.