Tsekani malonda

Takubweretserani china cha glosses cha John Gruber. Pa blog yanu Kulimbana ndi Fireball nthawi ino ikukhudza nkhani yotseguka komanso kutseka kwamakampani aukadaulo otsogozedwa ndi Apple:

Mkonzi Tim Wu mu ake nkhani kwa magazini New Yorker analemba chiphunzitso chachikulu cha momwe "kutsegula kumapambana pa kutseka". Wu adafika pamfundo iyi: inde, Apple ikubweranso padziko lapansi popanda Steve Jobs, ndipo mphindi iliyonse, chikhalidwe chidzabwereranso momasuka. Tiyeni tione mfundo zake.

Pali matekinoloje akale akuti "kutsegula kumalepheretsa kutseka." Mwa kuyankhula kwina, machitidwe aukadaulo otseguka, kapena omwe amalola kuyanjana, nthawi zonse amapambana mpikisano wawo wotsekedwa. Ili ndi lamulo lomwe mainjiniya ena amakhulupiriradi. Koma ndi phunziro lomwe latiphunzitsa ndi kupambana kwa Windows pa Apple Macintosh m'zaka za m'ma 1990, kupambana kwa Google m'zaka khumi zapitazi, komanso mozama, kupambana kwa intaneti pa adani ake otsekedwa ( mukukumbukira AOL?). Koma kodi zonsezi zikugwirabe ntchito mpaka pano?

Tiyeni tiyambe ndikukhazikitsa lamulo lina lachipambano pazamalonda pamakampani aliwonse: zabwinoko komanso zachangu nthawi zambiri zimapambana moipitsitsa komanso pang'onopang'ono. Mwanjira ina, zinthu zopambana ndi ntchito zimakonda kukhala zabwinoko ndipo zili pamsika kale. (Tiyeni tiwone za Microsoft ndi zomwe zimayambira mumsika wa smartphone: Windows Mobile yakale (née Windows CE) idafika pamsika zaka zambiri za iPhone ndi Android, koma zinali zoyipa. Windows Phone ndi njira yolimba mwaukadaulo, yopangidwa bwino ndi maakaunti onse, koma panthawi yomwe msika wake udang'ambika kale ndi iPhone ndi Android - kunali kochedwa kwambiri kuti ayambitse.Simuyenera kukhala opambana kapena oyamba, koma opambana nthawi zambiri amachita bwino m'njira ziwirizo.

Chiphunzitsochi sichiri chozama kapena chakuya (kapena choyambirira); ndi zanzeru chabe. Zomwe ndikuyesera kunena ndikuti "kutsegula vs. kutsekedwa" kukangana sikukugwirizana ndi kupambana kwamalonda pa se. Kutsegula sikumatsimikizira zozizwitsa zilizonse.

Tiyeni tiwone zitsanzo za Wu: "Mawindo opambana a Apple Macintosh m'zaka za m'ma 90" - Wintel duopoly mosakayikira anali Mac mu 95s, koma makamaka chifukwa Mac anali pansi pa miyala ya khalidwe. Ma PC anali mabokosi a beige, Macintoshes amawoneka bwino mabokosi a beige. Windows 3 yafika patali kuchokera pa Windows 95; classic Mac OS sanasinthe m'zaka khumi. Pakadali pano, Apple idawononga zida zake zonse pamakina am'badwo wotsatira omwe sanawone kuwala kwa tsiku - Taligent, Pinki, Copland. Windows XNUMX idauziridwa osati ndi Mac, koma ndi mawonekedwe owoneka bwino anthawi yake, NeXTSstep system.

New Yorker adapereka infographic yotsagana ndi nkhani ya Wu popanda zowona.

 

John Gruber adakonza infographic iyi kuti ikhale yowona.

Mavuto a Apple ndi Mac m'zaka za m'ma 90 sanakhudzidwe konse ndi mfundo yakuti Apple inali yotsekedwa kwambiri, ndipo m'malo mwake, adakhudzidwa kwambiri ndi khalidwe lazogulitsa panthawiyo. Ndipo "kugonja" uku kunali, kuwonjezera apo, kwakanthawi. Apple ndi, ngati tingowerengera ma Macs opanda iOS, opanga ma PC opindulitsa kwambiri padziko lonse lapansi, ndipo amakhalabe m'magawo asanu apamwamba pamagawo ogulitsidwa. Kwa zaka zisanu ndi chimodzi zapitazi, kugulitsa kwa Mac kwaposa malonda a PC kotala lililonse popanda kupatula. Kubwerera uku kwa Mac sikuli kochepa chifukwa cha kutseguka kwakukulu, ndi chifukwa cha kuwonjezeka kwa khalidwe: kachitidwe kamakono kameneka, mapulogalamu opangidwa bwino ndi hardware kuti makampani onse. ukapolo makope.

Mac idatsekedwa m'ma 80 ndipo idachita bwino, monga momwe Apple ilili masiku ano: yokhala ndi ulemu, ngati ochepa, gawo la msika komanso malire abwino kwambiri. Chilichonse chinayamba kuipiraipira - ponena za kuchepa kwachangu msika ndi kusapindulitsa - pakati pa zaka za m'ma 90. Mac ndiye adakhalabe otsekedwa monga kale, koma adakhazikika paukadaulo komanso mwaluso. Panabwera Windows 95, yomwenso sinakhudze "open vs. otsekedwa" equation pang'ono, koma yomwe idagwira Mac kwambiri malinga ndi kapangidwe kake. Windows idakula, Mac idatsika, ndipo dziko lino silinali chifukwa chotseguka kapena kutseka, koma chifukwa cha kapangidwe kake ndi uinjiniya. Mawindo ali bwino kwenikweni, Mac alibe.

Chochititsa chidwi kwambiri ndichakuti Windows 95 itangoyamba kumene, Apple idatsegula kwambiri Mac OS: idayamba kupereka chilolezo kwa opanga ma PC ena omwe amapanga makina a Mac. Ichi chinali chisankho chotseguka kwambiri m'mbiri yonse ya Apple Computer Inc.

Komanso yomwe idatsala pang'ono kusokoneza Apple.

Msika wa Mac OS udapitilirabe kutsika, koma kugulitsa kwa zida za Apple, makamaka zotsogola zapamwamba, zidayamba kutsika.

Jobs ndi gulu lake la NEXT atabwerera kudzatsogolera Apple, adathetsa nthawi yomweyo pulogalamu yopereka zilolezo ndikubwezera Apple ku mfundo yopereka mayankho athunthu. Iwo ankagwira ntchito makamaka pa chinthu chimodzi: kupanga bwino - koma otsekedwa kwathunthu - hardware ndi mapulogalamu. Iwo anapambana mu zimenezo.

"Kupambana kwa Google m'zaka khumi zapitazi" - mwa izi Wu akutanthauza injini yosakira ya Google. Ndi chiyani chomwe chili chotseguka kwambiri pa injini yosakayi poyerekeza ndi mpikisano? Kupatula apo, imatsekedwa mwanjira iliyonse: kachidindo kochokera, ma algorithms otsatizana, ngakhale masanjidwe ndi malo a malo osungiramo data amasungidwa mwachinsinsi. Google inkalamulira msika wamakina osakira pazifukwa chimodzi: idapereka chinthu chabwinoko kwambiri. Panthawi yake, inali yachangu, yolondola kwambiri komanso yanzeru, yoyera bwino.

"Kupambana kwa intaneti pa adani ake otsekedwa (mukumbukira AOL?)" - pankhaniyi, mawu a Wu amakhala omveka. Intaneti ndiyopambanadi yotseguka, mwina yopambana kwambiri kuposa kale lonse. Komabe, AOL sinapikisane ndi intaneti. AOL ndi ntchito. Intaneti ndi njira yapadziko lonse yolankhulirana. Komabe, mukufunikirabe ntchito kuti mulumikizane ndi intaneti. AOL sinatayike pa intaneti, koma kwa opereka ma chingwe ndi DSL. AOL sinalembedwe bwino, mapulogalamu opangidwa moyipa omwe adakulumikizani pa intaneti pogwiritsa ntchito ma modemu oyimba pang'onopang'ono.

Mwambiwu wakhala ukutsutsidwa kwambiri zaka zingapo zapitazi, chifukwa cha kampani imodzi makamaka. Ponyalanyaza malingaliro a mainjiniya ndi ndemanga zaukadaulo, Apple idalimbikira ndi njira yake yotsekedwa-kapena "yophatikizika," monga Apple imakonda kunena - ndikukana lamulo lomwe tatchulali.

"Lamulo" ili latsutsidwa kwambiri ndi ena a ife chifukwa ndi ng'ombe; osati chifukwa chosiyana ndi chowona (ndiko kuti, kutseka kumapambana pa kutseguka), koma kuti mkangano wa "open vs. wotsekedwa" ulibe kulemera pozindikira kupambana. Apple sichisiyana ndi lamulo; ndi chisonyezero changwiro kuti lamulo ili ndi lopanda pake.

Koma tsopano, m'miyezi isanu ndi umodzi yapitayo, Apple ikuyamba kukhumudwa m'njira zazikulu ndi zazing'ono. Ndikuganiza kuti ndiwunikenso lamulo lakale lomwe latchulidwa: kutseka kungakhale bwino kuposa kutseguka, koma muyenera kukhala anzeru kwambiri. Munthawi yanthawi zonse, mumsika wosayembekezereka wamakampani ndikupatsidwa zolakwika zamunthu, kutseguka kumangotsekabe. Mwa kuyankhula kwina, kampani ikhoza kutsekedwa mogwirizana ndi masomphenya ake ndi luso lapangidwe.

Kodi chiphunzitso chosavuta sichingakhale chabwinoko, kuti makampani omwe ali ndi atsogoleri amasomphenya ndi okonza aluso (kapena antchito onse) amakhala opambana? Zomwe Wu akuyesera kunena apa ndikuti makampani "otsekedwa" amafunikira masomphenya ndi talente kuposa makampani "otsekedwa", zomwe ndi zopanda pake. (Miyezo yotseguka ndiyopambana kwambiri kuposa miyezo yotsekedwa, koma sindizo zomwe Wu akunena pano. Akunena za makampani ndi kupambana kwawo.)

Choyamba ndiyenera kusamala ndi matanthauzo a mawu oti "otseguka" ndi "otsekedwa", omwe ndi mawu omwe amagwiritsidwa ntchito kwambiri mu teknoloji, koma amatanthauzidwa m'njira zosiyanasiyana. Chowonadi ndi chakuti palibe gulu lomwe liri lotseguka kapena lotsekedwa kwathunthu; iwo alipo pa sipekitiramu inayake imene tingaiyerekeze ndi mmene Alfred Kinsley anafotokozera za kugonana kwa anthu. Pankhaniyi, ndikutanthauza kuphatikiza zinthu zitatu.

Choyamba, "kutsegula" ndi "kutsekedwa" kungathe kudziwa momwe bizinesi iliri yololera ponena za omwe angagwiritse ntchito malonda ake kuti agwirizane ndi makasitomala ake. Tikunena kuti makina ogwiritsira ntchito ngati Linux ndi "otseguka" chifukwa aliyense akhoza kupanga chipangizo chomwe chidzayendetse Linux. Apple, kumbali ina, imasankha kwambiri: sichidzalola iOS ku foni ya Samsung, sichingagulitse Kindle mu Apple Store.

Ayi, mwachiwonekere sakanagulitsa zida za Kindle mu Apple Store kuposa momwe amagulitsira mafoni a Samsung kapena makompyuta a Dell. Ngakhale Dell kapena Samsung samagulitsa zinthu za Apple. Koma Apple ili ndi pulogalamu ya Kindle mu App Store yake.

Chachiwiri, kumasuka kungatanthauze momwe kampani yaukadaulo imachita mosakondera kumakampani ena poyerekeza ndi momwe imadzichitira yokha. Firefox imagwira asakatuli ambiri pa intaneti mofanana. Apple, kumbali ina, nthawi zonse imadzichitira bwino. (Yesani kuchotsa iTunes ku iPhone wanu.)

Ndiye kutanthauzira kwachiwiri kwa Wu kwa mawu oti "otseguka" - kufananiza msakatuli ndi makina ogwiritsira ntchito. Komabe, Apple ili ndi msakatuli wake, Safari, yomwe, monga Firefox, imagwira masamba onse mofanana. Ndipo Mozilla tsopano ili ndi makina ake ogwiritsira ntchito, momwe padzakhalanso mapulogalamu ena omwe simungathe kuwachotsa.

Pomaliza, chachitatu, limafotokoza momwe kampaniyo imawonekera kapena yowonekera bwino momwe zinthu zake zimagwirira ntchito komanso momwe zimagwiritsidwira ntchito. Mapulojekiti a Open source, kapena omwe akhazikitsidwa pamiyezo yotseguka, amapanga ma code awo opezeka kwaulere. Ngakhale kuti kampani ngati Google ili yotseguka m'njira zambiri, imayang'anira zinthu zambiri monga magwero a injini yake yosakira. Fanizo lodziwika bwino muukadaulo waukadaulo ndikuti gawo lomalizali lili ngati kusiyana pakati pa tchalitchi chachikulu ndi msika.

Wu amavomereza kuti miyala yamtengo wapatali kwambiri ya Google - makina ake osakira komanso malo opangira data omwe amawathandizira - atsekedwa ngati pulogalamu ya Apple. Sanatchule udindo wotsogola wa Apple pamapulojekiti otseguka ngati awa WebKit kapena Zithunzi za LLVM.

Ngakhale Apple iyenera kukhala yotseguka mokwanira kuti isakhumudwitse makasitomala ake kwambiri. Inu simungakhoze kuthamanga Adobe kung'anima pa iPad, koma inu mukhoza kulumikiza pafupifupi aliyense chomverera m'makutu kwa izo.

Flash? Chaka ndi chiyani? Simungathenso kuyendetsa Flash pamapiritsi a Amazon Kindle, mafoni a Nexus a Google kapena mapiritsi.

Kuti "kutsegula kumapambana kutsekeka" ndi lingaliro latsopano. Kwa zaka zambiri za m'zaka za zana la makumi awiri, kuphatikiza kumawonedwa ngati njira yabwino kwambiri yamabizinesi. […]

Zomwe zidachitikazi zidayamba kusintha m'ma 1970. M'misika yaukadaulo, kuyambira m'ma 1980 mpaka pakati pazaka khumi zapitazi, machitidwe otseguka adagonjetsa opikisana nawo otsekedwa mobwerezabwereza. Microsoft Windows idagonjetsa adani ake potsegula kwambiri: mosiyana ndi makina ogwiritsira ntchito a Apple, omwe anali apamwamba paukadaulo, Windows idagwiritsa ntchito zida zilizonse, ndipo mutha kuyendetsa pafupifupi mapulogalamu aliwonse pamenepo.

Apanso, Mac sanamenyedwe, ndipo ngati muyang'ana mbiri yakale yamakampani a PC, chilichonse chikuwonetsa kuti kutseguka sikukhudzana ndi kupambana, mocheperapo ndi Mac. Ngati chirichonse, izo zikutsimikizira zosiyana. Kupambana kwa rollercoaster kwa Mac - m'zaka za m'ma 80, kutsika mu 90s, mpaka pano - kumagwirizana kwambiri ndi khalidwe la hardware ndi mapulogalamu a Apple, osati kutseguka kwake. Mac idachita bwino ikatsekedwa, makamaka ikatsegulidwa.

Nthawi yomweyo, Microsoft idagonjetsa vertically Integrated IBM. (Kodi mukukumbukira Warp OS?)

Ndikukumbukira, koma Wu mwachiwonekere sanatero, chifukwa dongosololi limatchedwa "OS/2 Warp".

Ngati kutseguka kunali chinsinsi cha kupambana kwa Windows, nanga bwanji Linux ndi desktop? Linux ndi yotseguka kwenikweni, ndi tanthauzo lililonse lomwe timagwiritsa ntchito, lotseguka kwambiri kuposa momwe Windows ingakhalire. Ndipo ngati kuti makina ogwiritsira ntchito pakompyuta alibe phindu lililonse, popeza sanali abwino kwenikweni.

Pa maseva, pomwe Linux imadziwika kuti ndi yapamwamba kwambiri paukadaulo - yachangu komanso yodalirika - yakhala yopambana kwambiri. Ngati kutseguka kunali kofunikira, Linux ikadachita bwino kulikonse. Koma analephera. Zinangopambana pomwe zinali zabwino kwambiri, ndipo zinali ngati makina a seva.

Mtundu woyambirira wa Google udatsegulidwa mwachisangalalo ndipo mwachangu adalandidwa ndi Yahoo ndi mtundu wake wolipira-omwe amalipira.

Kunena zowona kuti Google idawononga injini zosaka zam'mibadwo yoyamba zopikisana ndi kutseguka kwake ndizosamveka. Makina awo osaka anali abwinoko-osati abwinoko pang'ono, koma abwino kwambiri, mwina kuwirikiza kakhumi m'njira iliyonse: kulondola, liwiro, kuphweka, ngakhale mawonekedwe owoneka.

Kumbali inayi, palibe wogwiritsa ntchito yemwe, patatha zaka zambiri ndi Yahoo, Altavista, ndi zina zotero, adayesa Google ndikudziuza yekha kuti: "Wow, izi ndizotseguka kwambiri!"

Makampani ambiri omwe adapambana azaka za m'ma 1980 ndi 2000, monga Microsoft, Dell, Palm, Google ndi Netscape, anali gwero lotseguka. Ndipo intaneti yokha, ntchito yothandizidwa ndi boma, inali yotseguka komanso yopambana modabwitsa. Gulu latsopano linabadwa ndipo ndi lamulo lakuti "kutsegula kumapambana kutsekedwa".

Microsoft: osatsegulidwa kwenikweni, amangopereka chilolezo pamakina awo ogwiritsira ntchito - osati kwaulere, koma ndalama - kwa kampani iliyonse yomwe ingalipire.

Dell: kutseguka bwanji? Kupambana kwakukulu kwa Dell sikunali chifukwa chotseguka, koma chifukwa chakuti kampaniyo idapeza njira yopangira ma PC otsika mtengo komanso othamanga kuposa omwe amapikisana nawo. Kubwera kwa kugulitsa katundu ku China, mwayi wa Dell udatha pang'onopang'ono komanso kufunikira kwake. Ichi sichiri chitsanzo chowala cha chipambano chokhazikika.

Palm: ndi njira yotani yotseguka kuposa Apple? Komanso, kulibenso.

Netscape: adapanga asakatuli ndi ma seva a intaneti yotseguka, koma mapulogalamu awo adatsekedwa. Ndipo zomwe zidawawonongera utsogoleri wawo pakusakatula ndikuwukiridwa kawiri ndi Microsoft: 1) Microsoft idabwera ndi msakatuli wabwinoko, 2) mumayendedwe otsekedwa (komanso osaloledwa), adagwiritsa ntchito mphamvu zawo pa Windows yotsekedwa. system ndikuyamba kutumiza Internet Explorer nawo m'malo mwa Netscape Navigator.

Kupambana kwa machitidwe otseguka kunawonetsa cholakwika chachikulu pamapangidwe otsekedwa.

M'malo mwake, zitsanzo za Wu zidavumbulutsa cholakwika chachikulu pazonena zake: sizowona.

Zomwe zimatifikitsa kuzaka khumi zapitazi komanso kupambana kwakukulu kwa Apple. Apple yakhala ikuphwanya malamulo athu bwino kwa zaka makumi awiri. Koma zinali choncho chifukwa iye anali ndi machitidwe abwino koposa onse otheka; kutanthauza wolamulira wankhanza yemwe anali ndi mphamvu zonse. Steve Jobs adatengera malingaliro a Plato: mfumu yanzeru kwambiri kuposa demokalase iliyonse. Apple idadalira malingaliro apakati omwe sanalakwitse. M'dziko lopanda zolakwa, kutseka kuli bwino kuposa kumasuka. Zotsatira zake, Apple idapambana mpikisano wake kwakanthawi kochepa.

Njira ya Tim Wu pa phunziro lonse ndi yobwerezabwereza. M’malo mopenda zowonadi ndi kulingalira za ubale wapakati pa kumasuka ndi kupambana kwa malonda, iye wayamba kale ndi chikhulupiriro cha axiom imeneyi ndipo anayesa kupotoza mfundo zosiyanasiyana kuti zigwirizane ndi chiphunzitso chake. Choncho, Wu akunena kuti kupambana kwa Apple m'zaka zapitazi za 15 si umboni wosatsutsika wakuti axiom "kutsegula kumapambana kutsekedwa" sikumagwira ntchito, koma zotsatira za luso lapadera la Steve Jobs lomwe linagonjetsa mphamvu yotseguka. Ndi iye yekha amene akanatha kuyendetsa kampani motere.

Wu sanatchulepo mawu oti "iPod" m'nkhani yake, adalankhula za "iTunes" kamodzi kokha - m'ndime yomwe tatchula pamwambapa, akudzudzula Apple chifukwa chosatha kuchotsa iTunes pa iPhone yanu. Ndiko kuphonya koyenera m'nkhani yomwe imalimbikitsa kuti "kutsegula kumabweretsa kutseka." Zogulitsa ziwirizi ndi chitsanzo cha mfundo yakuti pali zinthu zina zofunika panjira yopita ku chipambano - kupambana kwabwinoko kuipiraipira, kuphatikiza kuli bwino kusiyana ndi kugawikana, kuphweka kumapambana zovuta.

Wu akumaliza nkhani yake ndi malangizo awa:

Pamapeto pake, momwe masomphenya anu ndi luso lanu lapangidwira limakhala bwino, momwe mungayesere kutsekedwa. Ngati mukuganiza kuti opanga malonda anu atha kutengera magwiridwe antchito a Jobs pazaka 12 zapitazi, pitilizani. Koma ngati kampani yanu imayendetsedwa ndi anthu, ndiye kuti mukukumana ndi tsogolo losayembekezereka. Malinga ndi zachuma zolakwa, dongosolo lotseguka ndilotetezeka kwambiri. Mwina yesani izi: dzukani, yang'anani pagalasi ndikudzifunsa nokha - Kodi ndine Steve Jobs?

Mawu ofunika apa ndi "surer". Osayesera konse. Osachita chilichonse chosiyana. Osagwedeza bwato. Osatsutsa malingaliro onse. Sambirani kunsi kwa mtsinje.

Ndi zomwe zimakwiyitsa anthu za Apple. Aliyense amagwiritsa ntchito Windows, ndiye bwanji Apple sangangopanga ma PC apamwamba a Windows? Mafoni a m'manja amafunikira ma kiyibodi a hardware ndi mabatire osinthika; chifukwa chiyani apulo adapanga awo popanda onse awiri? Aliyense amadziwa kuti mukufunikira Flash Player patsamba lathunthu, chifukwa chiyani Apple idatumiza kumtunda? Pambuyo pa zaka 16, kampeni yotsatsa "Ganizirani Zosiyana" yawonetsa kuti inali yoposa gimmick yotsatsa. Ndi mwambi wosavuta komanso wozama womwe umakhala ngati kalozera pakampani.

Kwa ine, chikhulupiriro cha Wu si chakuti makampani amapambana pokhala "otseguka", koma popereka zosankha.

Kodi Apple ndi ndani kuti asankhe mapulogalamu omwe ali mu App Store? Kuti palibe foni idzakhala ndi makiyi a hardware ndi mabatire osinthika. Kuti zida zamakono zili bwino popanda Flash Player ndi Java?

Pomwe ena amapereka zosankha, Apple imapanga chisankho. Ena a ife timayamikira zimene ena amachita—kuti nthaŵi zambiri zosankha zimenezi zinali zolondola.

Kumasuliridwa ndi kusindikizidwa ndi chilolezo chokoma mtima cha John Gruber.

Chitsime: Daringfireball.net
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