《名人傳記》之喬布斯億萬富豪嬉皮士90:饑餓銷售

When we were planning the launch of the iPod across Europe,

我們在歐洲的銷售計劃中

an important thing we had to manage with the iPod

有很關(guān)鍵的一個環(huán)節(jié)

was to make sure we kind of undersupplied the demand

就是要實行饑餓銷售

so that we'd only roll it out

我們的策略是

almost in response to cities crying out for those iPods to be available

只讓iPod在市場需求量很大的城市上市

and that's how we kept that kind of cachet for the iPod in its early years.

這就是iPod早期成功的秘訣

And we'd use extensive data research to understand

我們進行了廣泛的市場調(diào)查

what the kind of relative strength of doing that in Rome versus Madrid would be.

比較了iPod在羅馬還是馬德里上市的利弊

Unlike most other MP3 players, which worked with either Macs or PCs,

其他的MP3與Mac和PC都是兼容的

the iPod needed Apple software running on an Apple computer.

但iPod卻必須用到蘋果電腦和蘋果軟件

For Steve Jobs, this closed system seemed to be a virtuous circle.

史蒂夫認(rèn)為 這個閉合的系統(tǒng)會造成良性循環(huán)

When they sell iPods at the beginning,

一旦iPod打入了市場

it locks you into the system,

就會把消費者鎖入循環(huán)之內(nèi)

and iPods have an immediate impact

繼而提高Mac的銷量

on Apple Mac sales within the profitability of the corporation as a whole.

讓公司全方位提升盈利

Ultimately, Jobs realised that

后來 喬布斯終于意識到

Apple could make even more money by creating an iPod for Windows.

讓iPod兼容Windows系統(tǒng)會為公司帶來更多收入

Steve knew that, for him to take Apple to another place,

史蒂夫明白 要使蘋果更上一層樓

he had to break out of the Mac ghetto,

它就必須打破Mac的牢籠

which is his gated community of loyal fans who love the product.

盡管這個牢籠擁有眾多忠實粉絲

Music became his way of reaching that larger audience.

音樂是招攬更多用戶的好方法

..is the new iPod. Apple was on a roll.

這是新一代iPod 蘋果勢如破竹

The iPod quickly became the number one digital music player in America and beyond.

在美國乃至世界各地 iPod都是銷量第一的數(shù)碼播放器

You suddenly saw them everywhere,

一夜之間 iPod變得隨處可見

and its success set the company on a new course.

它的成功為公司開拓了新的方向