所謂的“Google 情結(jié)”(Google envy)應(yīng)該正襲卷整個(gè)科技產(chǎn)業(yè)吧！在谷歌(Google)成立14年后，這家市值380億美元的網(wǎng)絡(luò)搜尋引擎巨擘與線上廣告公司，仍然展現(xiàn)像一家新創(chuàng)公司的積極與活力。以市值來看，Google已經(jīng)超越微軟公司(Microsoft Corp.)躍居全球第二大，而其主要的競(jìng)爭(zhēng)對(duì)手──蘋果公司(Apple Inc.)雖然是全球最大的科技企業(yè)，但Google實(shí)際上才是一家真正推動(dòng)實(shí)質(zhì)與漸進(jìn)式創(chuàng)新的公司。 蘋果iPhone 5在該公司高度成功的智能手機(jī)傳奇基礎(chǔ)上推出，才第一周就已經(jīng)全數(shù)售磬。因此，這一點(diǎn)兒也不令人感到驚訝；它已經(jīng)成為蘋果慣用的一種模式了，而這種神秘色彩也正逐漸消逝中。此外，普遍的看法認(rèn)為 iPhone 5 并沒多大的創(chuàng)新變化。該公司最近推出的產(chǎn)品大多都非常成功，但從iPod到iPhone再到iPad ，沒有一項(xiàng)產(chǎn)品堪稱帶來任何突破，他們都只是就現(xiàn)有產(chǎn)品再進(jìn)化發(fā)展而來。 Google的策略看來也有些類似──例如開發(fā)出 Android操作系統(tǒng)，以及收購摩托羅拉移動(dòng)(Motorola Mobility)公司，但Google的產(chǎn)品顯現(xiàn)出該公司愿意為下一代產(chǎn)品與想法投入重大研發(fā)資源的精神。微軟公司(Microsoft Corp.)在線上廣告、操作系統(tǒng)、平板電腦以及與合作伙伴Nokia共同在手機(jī)方面，也發(fā)展出類似的成功故事。這兩家公司的業(yè)務(wù)模式幾乎是相似的。 根據(jù)Google公司網(wǎng)站上所述，“Google的使命在于匯整全球信息，供大眾使用，使人人受惠，”而在現(xiàn)實(shí)中，該公司更致力于無國(guó)界投資，資金贊助計(jì)劃也遠(yuǎn)遠(yuǎn)超出其核心的網(wǎng)絡(luò)搜索業(yè)務(wù)，例如該公司積極推動(dòng)無人駕駛車計(jì)劃，而今在美國(guó)有三個(gè)州都得到了立法支持，加州州長(zhǎng)Jerry Brown最近簽署了一項(xiàng)授權(quán)合法使用車輛的相關(guān)法規(guī)，當(dāng)然就是在Google總部簽署這項(xiàng)立法的。 Google也開發(fā)新穎的產(chǎn)品。如該公司推出的“智能眼鏡”配備一個(gè)頭戴式攝影鏡頭和顯示器吸引了眾多的關(guān)注，它采用語音指令來拍照、錄制視頻短片與顯示信息，而只需向上或向下傾斜頭部即可進(jìn)行控制。Google的智能眼鏡雖仍未量產(chǎn)，但產(chǎn)品原型已經(jīng)可在公開場(chǎng)合展示。 本文授權(quán)編譯自EBN Online，版權(quán)所有，謝絕轉(zhuǎn)載 本文下一頁：Google是最足以與蘋果抗衡的公司

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{pagination} 如果Google可在2014年如期推出這種智能眼鏡的商用化版本，很多消費(fèi)者都會(huì)想要擁有一副。因此，在這款智能眼鏡開賣后，預(yù)計(jì)零售商店外大排長(zhǎng)籠的購 買人潮可能比我們看到蘋果每次推出新款iPhone后排隊(duì)搶購的隊(duì)伍更壯觀。這就是為什么我認(rèn)為Google是最足以與蘋果抗衡的公司之一，因?yàn)樵摴疽呀?jīng)清楚地顯示它愿意也有能力在其傳統(tǒng)的線上廣告、移動(dòng)操作系統(tǒng)與手機(jī)市場(chǎng)穩(wěn)定地爭(zhēng)取更多市占率，甚至透過投資于非傳統(tǒng)的市場(chǎng)，在更多新領(lǐng)域異軍突起。 因此，我想在此大瞻預(yù)測(cè) 2013年及以后的市場(chǎng)。蘋果公司將繼續(xù)在平板電腦市場(chǎng)占主導(dǎo)地位，但卻將逐漸失去在智能手機(jī)市場(chǎng)的優(yōu)勢(shì)，甚至市占率可能開始下滑。蘋果的故事也越來越了無新意：營(yíng)收、利潤(rùn)與股價(jià)持續(xù)飆高，推出新款 iPhone ，當(dāng)然，大家都想買一支……但是，除了這些以外，蘋果還拿得出什么令人振奮的新鮮事兒呢？除非蘋果能再造一些非凡的記錄──例如開發(fā)出一款全新的產(chǎn)品或?qū)ΜF(xiàn)有產(chǎn)品帶來一些能讓人驚奇的重大改善──否則，2013年令人振奮的新聞焦點(diǎn)將不再是蘋果。我猜想我們應(yīng)該會(huì)對(duì)于兩大軟件巨擘──Google與微軟 ──轉(zhuǎn)型成為硬件制造商的跨界對(duì)決新聞感到更有興趣。 Google和微軟以軟件公司之姿擴(kuò)展至硬件領(lǐng)域。這兩家公司都尋求透過非主流的方式，一方面實(shí)現(xiàn)多元化的業(yè)務(wù)策略，又能保持公司的良好經(jīng)營(yíng)與活力。他們也為舊有產(chǎn)品增加更多附加價(jià)值以取得巨額營(yíng)收，并用于收購與研發(fā)新產(chǎn) 品；他們也都愿意走出自己眼前的市場(chǎng)，嘗試新事物與跨足新領(lǐng)域。不可避免地，雙方除了在線上廣告與操作系統(tǒng)市場(chǎng)發(fā)生沖突外，很快地也將在平板電腦、手機(jī)和 其它更多未來產(chǎn)品市場(chǎng)直接競(jìng)爭(zhēng)。而這將會(huì)是值得我們關(guān)注的大事。 編譯：Susan Hong 本文授權(quán)編譯自EBN Online，版權(quán)所有，謝絕轉(zhuǎn)載 參考英文原文：Google vs. Microsoft: The Making of an Epic Rivalry，by Bolaji Ojo, Editor in Chief

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{pagination} Google vs. Microsoft: The Making of an Epic Rivalry Bolaji Ojo Google (Nasdaq: GOOG) envy should be sweeping across the technology world. Fourteen years after it was founded, the $38 billion Web search engine giant and online advertising company is still acting like a startup, and although rival Apple Inc. (Nasdaq: AAPL) is the world's biggest enterprise by market value, Google is actually the one that's pushing what I call real vs. incremental innovation. Apple's iPhone 5 built on the company's legacy of highly successful smartphones and sold out in its first weekend. That was not really surprising; it's become a pattern with Apple and the mystique is wearing thin. Plus, few people see the iPhone 5 as revolutionary. The company's more recent products have mostly been very successful, but not one of them can be said to have indeed broken any new grounds -- from the iPod to the iPhone and the iPad, they've all been evolutionary developments on existing products. Google's strategy has been somewhat similar (for example, the Android operating system and the purchase of Motorola Mobility) but the company has stuff in the works that point to its willingness to devote significant R&D resources to next-generation products and ideas. There are parallels to the Google story at Microsoft Corp. (Nasdaq: MSFT), which is also in online advertising, operating systems, tablets, and via its partnership with Nokia, in mobile handsets. Their business models are almost similar, but more on this below. "Google's mission is to organize the world's information and make it universally accessible and useful," according to a statement on its Website, but in reality it recognizes no investment boundaries and has financed projects far removed from its core Web search business. It funded the driverless car, which has now received legislative support in three US states, including California, where governor Jerry Brown recently signed a bill authorizing the use of the vehicles following the establishment of specific rules and regulations. Naturally, Brown signed the legislation at Google's headquarters. Google has even niftier products in development. The company's "smart glasses," featuring a head-mounted camera and display have wowed celebrities and fascinated ordinary consumers attracted by the idea of using voice command to take pictures, record video, pull up information, and display and control all these simply by tilting the head up or down. The Google smart glasses are not in production yet but prototypes have been seen in public and a few lucky folks have been able to test them. If Google rolls out commercial versions of the smart glasses in 2014 as promised, many consumers will want them. The queue at retail outlets on its debut might be even longer than any of the extraordinarily long ones we've seen each time Apple launched an iPhone. That's why I believe Google is one of the companies best positioned to take on Apple, because it has clearly shown willingness and ability to compete strongly for market share in its traditional online advertising, mobile operating system and handset markets even while breaking away from the pack by investing in non-traditional markets. Watch the video below for a demonstration of Google smart glasses. So, here's my prediction for 2013 and beyond. Apple will continue to rule in the tablet PC market but it will be less dominant in smartphones and may even lose market share here. Its story is also getting stale: revenue, profits, and stock price soared again this year and it released a ho hum iPhone, which everybody naturally wants, but what else is new and exciting about Apple? Unless it does something extraordinary -- introduce a completely new product or surprise us with a major improvement on an existing device -- the more exciting story of 2013 won't be about Apple. I suspect we'll all be more interested in the growing rivalry between two software-giants-turned hardware manufacturers: Google and Microsoft. Google and Microsoft started out as software companies before branching into hardware. They are direct rivals seeking unorthodox ways to diversify operations and remain vibrant. They've also got legacy products spinning off huge cash they can tap for acquisitions and R&D, and have been willing to step outside their immediate markets to try new things. Inevitably, they have clashed in online advertising and operating systems, and will butt heads in tablets, mobile, and other futuristic products. That's a story worth watching.