Libor Kubín Masiku ano kuchokera m'buku la Steve Jobs Journey lolemba Jay Elliot ndi lomaliza. Tiphunzira za ulendo kuchokera ku Motorola ROKR kuti mupange iPhone yanu, kuthana ndi AT&T, ndi chifukwa chake nthawi zina ndikofunikira kubwerera koyambira ndikusintha njira.
13. KUFIKITSA TANTHAUZO LA "SENSION": "Ndicho chimene Apple ali nacho"
Palibenso chinthu chosangalatsa kwambiri pazamalonda kuposa kupanga chinthu chomwe mamiliyoni a anthu amafuna kukhala nacho, ndipo ambiri mwa omwe alibe amachitira nsanje omwe ali ndi mwayi - mwini wake.
Palibenso chinthu chosangalatsa kwambiri kuposa kukhala munthu yemwe angaganizire zamtunduwu.
Onjezani chinthu chinanso: kupanga mndandanda wazinthu zokopa izi osati zoyesera zosiyana komanso zodziyimira pawokha, koma ngati gawo la lingaliro lofunikira lapamwamba.
Kupeza mutu wofunikira
Nkhani yayikulu ya Steve ya 2001 Macworld idabweretsa anthu masauzande ambiri ku Moscone Center ku San Francisco ndipo adatenga nawo mbali ambiri omvera pa TV padziko lonse lapansi. Zinali zodabwitsa kwa ine. Anapereka masomphenya omwe anali ndi cholinga cha chitukuko cha Apple pazaka zisanu kapena kuposerapo zikubwerazi, ndipo ndimatha kuwona komwe zingakutsogolereni - ku malo ochezera omwe mungagwire m'manja mwanu. Anthu ambiri ankaona kuti zimenezi n’zothandiza kwambiri podziwa kumene dziko likupita. Zomwe ndinamva, komabe, zinali zowonjezera za masomphenya omwe adandidziwitsa zaka makumi awiri zapitazo nditayendera Xerox PARC.
Pa nthawi yomwe amalankhula mu 2001, makampani apakompyuta anali kutsika. Opeka mtima adakuwa kuti bizinesiyo ili pafupi ndi phompho. Chodetsa nkhawa padziko lonse lapansi, chomwe adagawana ndi atolankhani, chinali chakuti makompyuta amunthu satha kugwira ntchito, pomwe zida monga osewera ma MP3, makamera a digito, ma PDA ndi osewera a DVD zitha kutha mwachangu pamashelefu. Ngakhale mabwana a Steve ku Dell ndi Gateway adagula malingaliro awa, sanatero.
Anayamba kuyankhula kwake pofotokoza mwachidule mbiri yaukadaulo. Anatcha zaka za m'ma 1980, zaka zabwino kwambiri zamakompyuta aumwini, zaka zopanga zokolola, zaka za m'ma 1990 zaka za intaneti. Zaka khumi zoyambirira za zaka za m'ma makumi awiri ndi ziwiri zidzakhala zaka za "moyo wa digito", nthawi yomwe nyimbo yake idzatsimikiziridwa ndi kuphulika kwa zipangizo zamakono: makamera, ma DVD ... ndi mafoni a m'manja. Adawatcha "Digital Hub". Ndipo ndithudi, Macintosh adzakhala pakati pa izo - kulamulira, kuyanjana ndi zipangizo zina zonse ndikuwonjezera phindu kwa iwo. (Mutha kuwona gawo ili la zolankhula za Steve pa YouTube posaka "Steve Jobs ayambitsa njira ya Digital Hub".)
Steve anazindikira kuti kompyuta yokhayo inali yanzeru kuti izitha kuyendetsa ntchito zovuta. Chowunikira chake chachikulu chimapatsa ogwiritsa ntchito mawonekedwe ambiri, ndipo kusungirako kwake kotsika mtengo kumapita kuposa zomwe zida izi zitha kupereka zokha. Kenako Steve anafotokoza mapulani a Apple.
Aliyense wa opikisana naye akanatha kuwatsanzira. Palibe amene adachita, zomwe zidapangitsa Apple kuyamba kwazaka zambiri: Mac ngati Digital Hub - pachimake cha selo, kompyuta yamphamvu yomwe imatha kuphatikiza zida zingapo kuchokera pa TV kupita ku mafoni kuti akhale gawo lofunikira pa moyo wathu watsiku ndi tsiku. moyo.
Si Steve yekha amene amagwiritsa ntchito mawu akuti "moyo wa digito". Pafupifupi nthawi yomweyo, Bill Gates anali kunena za moyo wa digito, koma osawonetsa kuti anali ndi lingaliro lililonse komwe akupita kapena choti achite. Steve anali kukhulupirira kotheratu kuti ngati tingathe kulingalira zinazake, tingathe kuzipanga. Anagwirizanitsa zaka zingapo zotsatira za Apple ndi masomphenya awa.
Khalani ndi ntchito ziwiri
Kodi ndizotheka kukhala captain wa timu imodzi ndi osewera wina nthawi imodzi? Mu 2006, Walt Disney Co. adagula Pixar. Steve Jobs adalowa nawo gulu la oyang'anira a Disney ndipo adalandira theka la mtengo wogula wa $ 7,6 biliyoni, zambiri mwazinthu za Disney stock. Zokwanira kuti akhale wogawana nawo wamkulu pakampaniyo.
Steve watsimikiziranso kuti ndi mtsogoleri akuwonetsa zomwe zingatheke. Ambiri amaganiza kuti adzakhala mzimu wosawoneka ku Disney chifukwa chodzipereka kwa Apple. Koma sizinali choncho. Pamene ankapita patsogolo ndi kupanga zinthu zochititsa chidwi zomwe sizinaululidwebe, anali wokondwa ngati mphatso zotsegulira mwana pa Khrisimasi popanga mapulojekiti atsopano a Disney-Apple. "Tidakambirana zambiri," adauza pro Sabata la Amalonda posakhalitsa malondawo atalengezedwa. "Tikuyang'ana m'tsogolo pazaka zisanu zikubwerazi, tikuwona dziko losangalatsa kwambiri."
Kusintha kwa mayendedwe: okwera mtengo koma nthawi zina ndikofunikira
Pamene Steve ankaganizira za miyala yopita ku Digital Hub, anayamba kuona kuti anthu kulikonse ankangokhalira kucheza ndi makompyuta awo m'manja nthawi zonse. Ena anali ndi foni yam'manja m'thumba kapena chikwama chimodzi, PDA m'chipinda china, mwinanso iPod. Ndipo pafupifupi chilichonse mwa zida izi zidapambana mugulu la "zoyipa". Kupatula apo, mumayenera kulembetsa kalasi yamadzulo ku koleji kwanuko kuti muphunzire kuzigwiritsa ntchito. Ochepa adziwa zambiri kuposa ntchito zofunika kwambiri.
Mwina samadziwa momwe Digital Hub ingathandizire foni kapena moyo wathu wa digito ndi luso la Mac, koma adadziwa kuti kulumikizana ndi munthu ndikofunikira. Chogulitsa choterocho chinali patsogolo pake, paliponse pamene ankayang'ana, ndipo mankhwalawo analira kuti apange zatsopano. Msika unali waukulu ndipo Steve adawona kuti kuthekera kunali kwapadziko lonse komanso kopanda malire. Chinthu chimodzi chomwe Steve Jobs amakonda ndi amakonda ndikutenga gulu lazinthu ndikubwera ndi china chatsopano chomwe chimasokoneza mpikisano. Ndipo ndizo ndendende zomwe tinamuwona akuchita tsopano.
Ngakhale bwino, anali mankhwala gulu kucha kwa luso. Ndizosakayikitsa kuti mafoni a m'manja abwera kutali kwambiri kuyambira pamitundu yoyamba. Elvis Presley anali ndi imodzi mwa oyamba omwe adalowa mu chikwama chake. Anali wolemera kwambiri moti wantchito wina sanachite kalikonse koma kungoyenda pambuyo pake atanyamula chikwama. Pamene mafoni a m'manja anachepa mpaka kukula kwa nsapato yamphongo ya munthu, izi zinkawoneka ngati mwayi waukulu, komabe zinkafunika manja awiri kuti agwire khutu. Atakhala aakulu moti n’kufika m’thumba kapena m’chikwama, anayamba kugulitsa ngati wamisala.
Opanga achita ntchito yabwino kwambiri yogwiritsira ntchito tchipisi champhamvu kwambiri chokumbukira, tinyanga tabwino ndi zina zotero, koma alephera kubwera ndi mawonekedwe ogwiritsira ntchito. Mabatani ambiri, nthawi zina opanda chizindikiro chofotokozera. Ndipo anali opusa, koma Steve ankakonda kupusa chifukwa zimamupatsa mwayi wopanga zina zabwino. Ngati aliyense amadana ndi mtundu wina wa mankhwala, ndiye kuti mwayi kwa Steve aliyense.
Kugonjetsa zisankho zoipa
Kusankha kupanga foni yam'manja kungakhale kosavuta, koma kukwaniritsidwa kwa ntchitoyi sikunali kophweka. Palm yatenga kale sitepe yoyamba kuti ifike pamsika ndi Treo 600 yake yodabwitsa, kuphatikiza BlackBerry ndi foni yam'manja. Omwe adalandira koyamba adazidula nthawi yomweyo.
Steve ankafuna kuchepetsa nthawi yogulitsira malonda, koma adagunda phula pakuyesera koyamba. Kusankha kwake kunkawoneka ngati koyenera, koma kunaphwanya mfundo yake, yomwe ndinatchula kuti chiphunzitso cha njira yonse ya mankhwala. M'malo moyang'anira mbali zonse za polojekitiyi, adakhazikika pamalamulo omwe adakhazikitsidwa pankhani ya mafoni am'manja. Apple idakakamira kupereka mapulogalamu otsitsa nyimbo kuchokera m'masitolo a iTunes, pomwe Motorola idamanga zida ndikugwiritsa ntchito pulogalamu yamapulogalamu.
Chomwe chinatuluka mumpikisanowu chinali chophatikizira choyimba nyimbo za foni yam'manja yokhala ndi dzina loyipa la ROKR. Steve anawongolera kuipidwa kwake pamene adayambitsa mu 2005 ngati "iPod shuffle in a phone". Iye ankadziwa kale kuti ROKR anali chidutswa cha zopanda pake, ndipo pamene chipangizo anasonyeza, ngakhale mafani Steve kwambiri amphamvu sanaganize ngati china chilichonse kuposa mtembo. Magazini yikidwa mawaya anaseka ndi lilime m’masaya kuti: “Mapangidwewo akufuula kuti, ‘Ndinapangidwa ndi komiti.’” Nkhaniyo inalembedwa pachikuto cha mawu akuti:IZI MUKUTI FONI YA M'TSOGOLO?'
Choyipa kwambiri, ROKR sinali yokongola - piritsi lowawa kwambiri kuti limeze mwamuna yemwe amasamala kwambiri za mapangidwe okongola.
Koma Steve anali ndi khadi lalikulu m'manja mwake. Pozindikira kuti ROKR ilephera, miyezi ingapo isanakhazikitsidwe, adasonkhanitsa atsogoleri ake atatu, Ruby, Jonathan, ndi Avia, ndikuwauza kuti ali ndi ntchito yatsopano: Ndimangireni foni yam'manja yatsopano-kuyambira poyambira.
Panthawiyi, adayamba kugwira ntchito pa theka lina lofunika la equation, kupeza wothandizira mafoni kuti azigwirizana naye.
Kuti mutsogolere, lembaninso malamulowo
Mumapeza bwanji makampani kuti akuloleni kuti mulembenso malamulo amakampani awo malamulowo akayikidwa mu granite?
Kuyambira pachiyambi cha makampani opanga mafoni a m'manja, ogwira ntchito anali ndi mphamvu. Ndi makamu a anthu akugula mafoni a m'manja ndi kutsanulira ndalama zazikulu zomwe zikuchulukirachulukira mwezi uliwonse m'magalimoto onyamula katundu mwezi uliwonse, onyamula anaikidwa m'malo omwe ayenera kusankha malamulo a masewerawo. Kugula mafoni kuchokera kwa opanga ndi kuwagulitsa pamtengo wotsika kwa makasitomala inali njira yopezera wogula, nthawi zambiri ndi mgwirizano wazaka ziwiri. Othandizira mafoni monga Nextel, Sprint, ndi Cingular adapanga ndalama zambiri kuchokera ku mphindi za airtime kotero kuti adatha kupereka ndalama zothandizira mafoni, zomwe zikutanthauza kuti anali pampando wa dalaivala ndikutha kuwuza opanga zomwe mafoni akuyenera kupereka komanso momwe ayenera kugwirira ntchito.
Kenako Steve Jobs wopenga uja adabwera ndikuyamba kukambirana ndi mabwana amakampani osiyanasiyana amafoni. Nthawi zina kuchita ndi Steve kumafuna kuleza mtima pamene akukuuzani zomwe akuganiza kuti ndizolakwika ndi kampani kapena mafakitale anu.
Anayenda mozungulira makampani, akuyankhula ndi anthu akuluakulu kwambiri kuti amagulitsa katundu ndipo sakudziwa momwe anthu amakhudzira nyimbo zawo, makompyuta ndi zosangalatsa. Koma Apple ndi yosiyana. Apple ikumvetsetsa. Ndiyeno adalengeza kuti Apple idzalowa mumsika wawo, koma ndi malamulo atsopano - p ndi malamulo a Steve. Olamulira ambiri sankasamala. Sadzalola aliyense kugwedeza ngolo yawo, ngakhale Steve Jobs. M’modzim’modzi anam’pempha mwaulemu kuti ayende.
M'nyengo ya Khrisimasi ya 2004 - miyezi ingapo isanakhazikitsidwe ROKR - Steve anali asanapeze wopereka chithandizo cha foni yam'manja wofunitsitsa kuchita naye mgwirizano malinga ndi zomwe akufuna. Patatha miyezi iwiri, mu February, Steve anawulukira ku New York ndipo anakumana mu hotelo ya Manhattan ndi akuluakulu a Cingular wothandizira foni (kenako adagulidwa ndi AT&T). Anachita nawo mogwirizana ndi malamulo a kumenyana kwa mphamvu kwa Yobu. Adawauza kuti foni ya Apple ikhala yopepuka kuposa foni ina iliyonse. Ngati sapeza mgwirizano womwe akuwapempha, Apple alowa nawo mpikisano wampikisano. Pansi pa mgwirizanowu, idzagula nthawi ya airtime mochulukira ndikupereka chithandizo chonyamulira mwachindunji kwa makasitomala - monga momwe makampani ang'onoang'ono amachitira kale. (Dziwani kuti samapita ku ulaliki kapena kusonkhana ndi PowerPoint ulaliki kapena mulu wa timapepala tofotokozera zambiri kapena zolemba zambiri. Ali ndi mfundo zonse m'mutu mwake, ndipo monga momwe amachitira ku Macworld, akukopa kwambiri chifukwa amasunga aliyense mokwanira. analunjika pa zomwe akunena.)
Ponena za Cingular, adachita nawo mgwirizano womwe udapatsa mphamvu Steve ngati wopanga mafoni kuti aziwauza zomwe agwirizana. Cilgular imawoneka ngati "itayika sitolo" pokhapokha Apple atagulitsa mafoni ambiri ndikubweretsa makasitomala ambiri omwe amabweretsa matani a Cingular amphindi ya airtime pamwezi. Unali njuga yaikulu ndithu. Komabe, chidaliro ndi kukopa kwa Steve zinabweretsanso chipambano.
Lingaliro lopanga gulu losiyana ndikulisunga lolekanitsidwa ndi zosokoneza ndi kusokonezedwa ndi ena onse a kampaniyo linagwira ntchito bwino kwa Macintosh kotero kuti Steve anagwiritsa ntchito njirayi pazinthu zake zonse zazikulu pambuyo pake. Pamene kupanga iPhone, Steve ankadera nkhawa kwambiri za chitetezo zambiri, kuonetsetsa kuti palibe mbali ya kapangidwe kapena luso anaphunzira pasadakhale ndi mpikisano. Chifukwa chake, adatengera lingaliro la kudzipatula monyanyira. Magulu onse ogwira ntchito pa iPhone adalekanitsidwa ndi ena.
Zikumveka zosamveka, zimamveka ngati zosatheka, koma ndi zomwe adachita. Anthu ogwira ntchito pa tinyanga sanadziwe mabatani omwe foni ingakhale nayo. Anthu omwe akugwira ntchito pazinthu zomwe zidzagwiritsidwe ntchito pazenera ndi chivundikiro chotetezera analibe mwayi wodziwa zambiri za pulogalamuyo, mawonekedwe ogwiritsira ntchito, zithunzi pa polojekiti ndi zina zotero. Nanga bwanji gulu lonse? Mumangodziwa zomwe muyenera kudziwa kuti muteteze gawo lomwe mwapatsidwa.
Pa Khrisimasi 2005, gulu la iPhone linakumana ndi vuto lalikulu la ntchito zawo. Zogulitsazo zinali zisanamalizidwebe, koma Steve anali atakhazikitsa kale tsiku loyambitsa malonda. Zinali mu miyezi inayi. Aliyense anali atatopa kwambiri, anthu anali pa chitsenderezo chosapiririka, munali mikwingwirima yoopsa komanso mkokomo waphokoso m’makonde. Ogwira ntchito ankakomoka chifukwa cha nkhawa, amapita kunyumba n’kukagona, n’kubwerera patatha masiku angapo n’kukapitiriza pamene anasiyira.
Nthawi yotsala mpaka kukhazikitsidwa kwa malonda kutha, kotero Steve adayitanitsa zitsanzo zathunthu.
Sizinayende bwino. Chitsanzocho sichinagwire ntchito. Mafoni anali akutsika, mabatire anali kulipiritsa molakwika, mapulogalamu anali kuchita zamisala kwambiri kotero kuti amangowoneka ngati atha. Zomwe Steve anachita zinali zofatsa komanso zodekha. Zinadabwitsa timuyi, zidamuzolowera kusiya nthunzi. Iwo ankadziwa kuti anamukhumudwitsa, ndipo analephera kuchita zimene iye ankayembekezera. Iwo ankadziona kuti ndi oyenera kuphulika kumene sikunachitike ndipo anakuona ngati chinthu choipitsitsa kwambiri. Iwo ankadziwa zimene ankayenera kuchita.
Patangopita milungu ingapo, Macworld yatsala pang'ono kukhazikitsidwa, kukhazikitsidwa kwa iPhone kwangotsala milungu ingapo, komanso mphekesera za chinthu chatsopano chachinsinsi chomwe chikuzungulira mabulogu ndi intaneti, Steve adawulukira ku Las Vegas kukawonetsa chithunzi cha AT&T. Wopanda zingwe, mnzake watsopano wa Apple wa iPhone, chimphona cha foni chikagulidwa ndi Cingular.
Mozizwitsa, adatha kuwonetsa gulu la AT&T la iPhone yamakono komanso yowoneka bwino yokhala ndi magalasi owala komanso matani a mapulogalamu odabwitsa. Zinali zambiri kuposa foni mwanjira, zinali ndendende zomwe zidalonjeza: chofanana ndi kompyuta m'manja mwa munthu. Monga momwe mkulu wa AT & T Ralph de la Vega ananenera panthawiyo, Steve pambuyo pake anati, "Ndi chipangizo chabwino kwambiri chomwe ndachiwonapo."
Mgwirizano womwe Steve adapanga ndi AT&T zidakhumudwitsa oyang'anira kampaniyo. Adawapangitsa kuti awononge mamiliyoni angapo kuti apange gawo la "Visual Voicemail". Ananenanso kuti athetseretu njira yokhumudwitsa komanso yovuta yomwe kasitomala amayenera kudutsamo kuti alandire chithandizo ndi foni yatsopano, ndikuyisintha mwachangu. Ndalama zomwe amapeza zinali zosatsimikizika kwambiri. AT&T imalandira madola opitilira mazana awiri nthawi iliyonse kasitomala watsopano akasaina mgwirizano wazaka ziwiri wa iPhone, kuphatikiza madola khumi pamwezi m'mabokosi a Apple kwa kasitomala aliyense wa iPhone.
Zakhala chizolowezi m'makampani a mafoni am'manja kuti foni iliyonse ikhale ndi dzina la wopanga komanso dzina la omwe amapereka chithandizo. Steve sanavomereze apa, monga momwe zinalili ndi Canon ndi LaserWriter zaka zapitazo. Chizindikiro cha AT&T chachotsedwa pamapangidwe a iPhone. Kampaniyo, gorilla wa mapaundi zana pabizinesi yopanda zingwe, idavutika kuti ivomereze izi, koma monga Canon, adavomereza.
Sizinali zopanda malire monga zimawonekera mukakumbukira kuti Steve anali wokonzeka kupatsa AT&T loko pamsika wa iPhone, ufulu wokhawo wogulitsa mafoni a Apple kwa zaka zisanu, mpaka 2010.
Mitu ikadakhala ikugwedezekabe ngati iPhone idakhala ngati yopindika. Mtengo wopita ku AT&T ungakhale waukulu, wokwanira kuti ungafune kufotokozera mwaluso kwa osunga ndalama.
Ndi iPhone, Steve adatsegula chitseko kwa ogulitsa kunja kuposa momwe adatsegulira ku Apple. Inali njira yopezera ukadaulo watsopano muzinthu za Apple mwachangu. Kampaniyo idadzipereka kuti ipange iPhone idavomereza kuti idavomereza kutsika mtengo kwa Apple kuposa mtengo wake chifukwa imayembekezera kuchuluka kwake komwe kumadzakwera, zomwe zingachepetse mtengo wake pagawo lililonse ndikupanga phindu labwino. Kampaniyo idakonzekanso kubetcha pakuchita bwino kwa projekiti ya Steve Jobs. Ndikukhulupirira kuti kuchuluka kwa malonda a iPhone ndikokwera kwambiri kuposa momwe amayembekezera kapena kuyembekezera.
Kumayambiriro kwa Januware 2007, zaka zisanu ndi chimodzi pambuyo pa kukhazikitsidwa kwa iPod, omvera pa Moscone Center ku San Francisco anamva James Taylor akuimba nyimbo ya "I Feel Good" ya James Taylor. Kenako Steve adalowa pabwalo kusangalalira komanso kuwomba m'manja. Iye adati: “Lero tikulemba mbiri.
Ichi chinali chiyambi chake poyambitsa iPhone kudziko lapansi.
Kugwira ntchito ndi Steve mwachizolowezi kuyang'ana kwambiri ngakhale zing'onozing'ono, Ruby ndi Avie ndi magulu awo adapanga zomwe mosakayikira ndizodziwika kwambiri komanso zofunidwa kwambiri m'mbiri. M'miyezi itatu yoyamba pamsika, iPhone idagulitsa pafupifupi mayunitsi 1,5 miliyoni. Zilibe kanthu kuti anthu ambiri adandaula kuti mafoni akugwetsedwa ndipo palibe chizindikiro. Apanso, uku kunali kulakwitsa kwa AT&T's patchy network coverage.
Pofika pakati pa chaka, Apple idagulitsa ma iPhones odabwitsa 50 miliyoni.
Mphindi yomwe Steve adatsika pa siteji ku Macworld, adadziwa chomwe chidzakhala chilengezo chake chachikulu. Analingalira mokondwera masomphenya a chinthu chachikulu chotsatira cha Apple, chinachake chosayembekezereka. Idzakhala PC piritsi. Lingaliro lopanga piritsi litayamba kubwera kwa Steve, nthawi yomweyo adalumphira ndikuzindikira kuti apanga.
Izi ndi zodabwitsa: IPad idapangidwa pamaso pa iPhone ndipo idapangidwa zaka zingapo, koma ukadaulo sunali wokonzeka. Palibe mabatire omwe analipo kuti aziyendetsa chipangizo chachikulu chotere mosalekeza kwa maola angapo. Kuchita kunali kosakwanira kusakatula intaneti kapena kusewera makanema.
Mnzake wina wapamtima komanso wosilira wokhulupirika anati: “Pali chinthu chimodzi chosangalatsa kwambiri kwa Apple ndi Steve—kuleza mtima. Sadzayambitsa malonda mpaka teknoloji itakonzeka. Kuleza mtima ndi limodzi mwa makhalidwe ake abwino kwambiri.”
Koma nthawiyo itakwana, zinali zoonekeratu kwa aliyense amene ankagwiritsa ntchito chipangizochi kuti chikhale chosiyana ndi makompyuta ena onse a tabuleti. Idzakhala ndi mawonekedwe onse a iPhone, koma zochulukirapo. Apple, monga mwachizolowezi, yapanga gulu latsopano: malo ochezera am'manja okhala ndi malo ogulitsira.
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Steve, takusowa!!!