你沒有辦法用轉(zhuǎn)移焦點(diǎn)的方法來治療一個(gè)慢性病患，不過，看來Research In Motion (RIM) 正試圖利用推出BlackBerry PlayBook 平板電腦(Tablet PC)來轉(zhuǎn)移問題。這款平板電腦并沒有抓住消費(fèi)者，而現(xiàn)在，已經(jīng)有一些分析報(bào)告建議RIM應(yīng)該考慮減少 PlayBook 的產(chǎn)量，或是干脆停產(chǎn)。
據(jù)報(bào)導(dǎo)， RIM 否認(rèn)將停產(chǎn) PlayBook ，不過這在電子制造業(yè)司空見慣，很少有公司會(huì)愿意在做出最終決策前就揭露商業(yè)機(jī)密。很有可能 RIM 仍在評(píng)估 PlayBook 的下一步策略，但至今尚未有確切結(jié)論。但在此同時(shí)， RIM 面對(duì)著許多挑戰(zhàn)，最主要的問題，是從智能手機(jī)時(shí)代開始，就面臨的來自蘋果(Apple)公司的激烈競爭。這個(gè)問題至今仍然存在──來自競爭對(duì)手的產(chǎn)品削弱了 RIM 的競爭力，讓這家公司身陷泥淖。
RIM 對(duì)于 iPad 需求呈爆炸性成長的響應(yīng)和許多其它公司一樣，企業(yè)對(duì)競爭對(duì)手的反應(yīng)其實(shí)就像膝反射一樣自然，許多公司都只是追逐蘋果的創(chuàng)新設(shè)計(jì)和新產(chǎn)品引進(jìn)策略，而不是推出自有的、可贏得市場的獨(dú)特計(jì)劃。就如同其它企業(yè)，如己終止 TouchPad 平板電腦業(yè)務(wù)的惠普(HP)， PlayBook 也是一個(gè)失敗的案例；截至今年8月27日的第二季財(cái)務(wù)報(bào)告顯示，該產(chǎn)品的出貨量從前一季的50萬部下跌到了20萬部。
為了判斷在平板電腦市場的未來性，RIM的高層必須誠實(shí)地回答以下問題：RIM能在平板電腦市場保有競爭力嗎？何種價(jià)格點(diǎn)才能讓PlayBook得以繼續(xù)在市場上競爭？這款產(chǎn)品本身是否具備能與Acer、Amazon、Apple、Motorola Mobility以及其它對(duì)手競爭的能力？RIM是否有足夠的財(cái)力支撐在平板電腦市場的長期發(fā)展？
另外，還有一個(gè)主要問題，即RIM是否真的必須進(jìn)軍平板電腦市場，以維持其獲利并持續(xù)獲得關(guān)注呢？在我看來，這是RIM的高層必須回答的問題。這個(gè)問題的答案，將決定是否應(yīng)該繼續(xù)回答上述的其它問題。
一直到蘋果重新點(diǎn)燃市場對(duì)平板電腦的興趣，業(yè)界才有幾家OEM業(yè)者開始將這項(xiàng)產(chǎn)品視為其未來發(fā)展的重點(diǎn)。RIM并不是一個(gè)競爭者，我也不認(rèn)為這家公司在蘋果掀起平板熱潮之前就考慮進(jìn)入這個(gè)市場。
我也不認(rèn)為平板電腦市場是 RIM 未來發(fā)展的必要產(chǎn)品。 RIM 現(xiàn)在需要的，是設(shè)法停止不斷流失的智能手機(jī)市占率；重拾在企業(yè)傳訊(enterprise messaging)領(lǐng)域的領(lǐng)導(dǎo)地位，在這些市場， RIM 仍然擁有強(qiáng)大的基礎(chǔ)。同時(shí)，最重要的一點(diǎn)，是中止有關(guān)該公司可能滅亡的傳言。盡管RIM的處境就像是早有禿鷹環(huán)伺在側(cè)，但這家公司必須清楚表態(tài)，他們離覆亡之日尚遠(yuǎn)。
未來， RIM 仍可憑借著在 BlackBerry 智能手機(jī)(黑莓機(jī))方面的豐富經(jīng)驗(yàn)再度進(jìn)軍平板電腦市場，但現(xiàn)在， PlayBook 的競爭力不足，而且這項(xiàng)產(chǎn)品還會(huì)讓該公司負(fù)擔(dān)目前不應(yīng)該再支付的財(cái)務(wù)和營運(yùn)成本。
黑莓機(jī)是 RIM 的最大獲利來源，它的銷售量仍然龐大──盡管毛利下跌──但據(jù)該公司第二季財(cái)報(bào)，黑莓機(jī)下季的預(yù)計(jì)出貨量仍將比Q2成長27%~37%。已經(jīng)處于困境的 RIM ，實(shí)在不應(yīng)該再為 PlayBook 費(fèi)神了。
編譯： Joy Teng
本文授權(quán)編譯自EE Times，版權(quán)所有，謝絕轉(zhuǎn)載
參考英文原文：RIM Needs to Dump the PlayBook，by Bolaji Ojo, Editor in Chief
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RIM Needs to Dump the PlayBook
Bolaji Ojo, Editor in Chief
You cannot cure a chronic illness by diverting the patient's attention to a different issue, but that precisely was what Research In Motion Ltd. (RIM) (Nasdaq: RIMM; Toronto: RIM) tried to do with the BlackBerry PlayBook tablet PC. The device didn't catch on with consumers, and there are now reports the company may be considering ratcheting down production or even killing off the PlayBook. (See: Has RIM Bailed on the BlackBerry PlayBook?.)
RIM has reportedly denied it will terminate production of the PlayBook, but such denials are typical in the manufacturing world; few companies want corporate secrets revealed before a formal announcement. It's also possible RIM is still reviewing what it should do with the PlayBook and that no substantive decision has been taken. While the challenges facing RIM are numerous, its main problem is the harsh competitive climate it ran into when companies like Apple Inc. (Nasdaq: AAPL) began encroaching on its smartphone turf. That problem hasn't gone away, and a weakened RIM distracted with another device is a company in severe jeopardy.
RIM's response to the explosion in demand for the iPad was, in many ways, similar to the kneejerk reaction seen at its rivals, many of which are chasing Apple's innovative design and new product introduction strategies, rather than coming up with their own unique, market-winning plans. Similar to the experience of other companies, including Hewlett-Packard Co. (NYSE: HPQ), which has terminated production of its TouchPad tablet PC, the PlayBook was a flop; shipments sank to 200,000 units in the fiscal second quarter ended August 27 from 500,000 units in the previous quarter.
In order to determine its future in the tablet PC market, RIM's management must honestly answer the following questions. Can RIM be competitive in the tablet PC market? What's the price point that would make the Playbook competitive? Is the product itself viable against competing devices from Acer, Amazon, Apple, Motorola Mobility, and a host of other rivals? Does RIM have the financial resources to commit itself to a long, drawn-out war for market share in the sector?
I left one additional critical question out of the above list and would like to pose this separately because it is the subject of this blog: Does RIM need to be in the tablet PC market to remain a viable, profitable, and ongoing concern? In my opinion, this is the most important query RIM's management should answer urgently. The answer to this question will decide whether answering the other questions is even necessary.
Until Apple reignited interest in tablet PCs, few OEMs considered the sector important to their futures. RIM was not a contender, and I don't believe the company even considered entering the sector until Apple began making waves there. Its half-hearted response has resulted in more losses and negative press than if it had stayed out.
I don't believe the tablet PC market is essential to RIM's future. What RIM needs right now is to stop the erosion of its market share in the smartphone market; reclaim some leadership in enterprise messaging, where it still has a strong and loyal base (and a widely acknowledged technology edge); and, importantly, put an end to talks of its potential demise. The vultures are gathering around RIM, and the company must demonstrate clearly that talks of its death are premature.
RIM can still enter the tablet PC market in the future with a well thought-out offering that complements its primary BlackBerry smartphone, but right now, the PlayBook isn't up to the competition, and the efforts involve financial and operational costs the company shouldn't be paying.
The BlackBerry smartphone is RIM's bread and butter. It continues to sell in huge volume -- although margins are suffering -- and shipment is estimated to grow between 27 percent and 37 percent over Q2 shipments, according to the statement announcing fiscal second quarter results. The PlayBook is a distraction a company already in distress does not need.
