Sony在美國(guó)時(shí)間2月20日發(fā)表該公司最新游戲機(jī) PlayStation 4 (雖然只有手柄亮相)，并投下一大震撼彈──該產(chǎn)品將采用 x86 架構(gòu)處理器；而 PS4 的發(fā)表或許意味著，這家日本消費(fèi)性電子大廠終于從罹患了幾十年的NIH (not invented here)癥候群中痊愈。
你可能記得，Sony對(duì)獨(dú)家 Memory Stick 數(shù)字相機(jī)記憶卡規(guī)格的 堅(jiān)持，以及對(duì)命運(yùn)多舛之 Mini Disc 規(guī)格的積極推廣；還有該公司在發(fā)展內(nèi)建閃存Walkman系列的早期，對(duì)ATRAC音頻壓縮格式的固執(zhí)(就是不想用MP3)。在更早之前，Sony 則是強(qiáng)迫消費(fèi)性電子領(lǐng)域接受 DAT (Digital Audio Tape)卡帶格式，并力圖讓Betamax錄像帶格式茍延殘喘。
多年來(lái)，Sony對(duì)獨(dú)家技術(shù)(規(guī)格)的堅(jiān)定信念已經(jīng)深深烙印在該公司的DNA；他們就是認(rèn)為，與眾不同是贏得全世界的唯一途徑。
WtPesmc
你可以稱之為“Sony的傲慢”，或只是方向錯(cuò)誤的公司管理策略；不過(guò)Sony還把那種信念化成“l(fā)ike.no.other”的市場(chǎng)營(yíng)銷口號(hào)，并以此保持著源自于該公司共同創(chuàng)辦人井深大(Masaru Ibuka)所提倡的開創(chuàng)精神。
有以上的企業(yè)文化背景，Sony在 PS4 采用x86的架構(gòu)的決定──可能讓年事已高的這家日本公司面臨高風(fēng)險(xiǎn)──確實(shí)讓筆者以及許多產(chǎn)業(yè)觀察家瞠目結(jié)舌。
本文授權(quán)編譯自EE Times，版權(quán)所有，謝絕轉(zhuǎn)載
本文下一頁(yè)：PS4將會(huì)是游戲領(lǐng)域的“權(quán)威”
相關(guān)閱讀：
• 退出消費(fèi)電子不代表飛利浦不行，其他領(lǐng)域更精彩
• 索尼你不懂營(yíng)銷！Sony Style不如電商供應(yīng)鏈
• 四種AMOLED電視技術(shù)同臺(tái)競(jìng)技，誰(shuí)能笑到最后？WtPesmc
{pagination}
根 據(jù)Sony的PS4首席系統(tǒng)架構(gòu)工程師Mark Cerny說(shuō)法，他們要在一個(gè)“動(dòng)力增強(qiáng)版PC架構(gòu)(supercharged PC architecture)”上打造此新一代游戲主機(jī)；這在Ken Kutaragi (編按：已離開Sony并自創(chuàng)新公司)執(zhí)掌Sony計(jì)算機(jī)娛樂(lè)事業(yè)群期間，是難以想象的。
當(dāng)然，市場(chǎng)與消費(fèi)者行為已經(jīng)今非昔比。首先，線上游戲(相對(duì)于獨(dú)立游戲軟件或是專屬游戲主機(jī))打破了硬件差異化的壁壘，為游戲玩家、游戲軟件開發(fā)商以及游戲機(jī)設(shè)計(jì)業(yè)者創(chuàng)造了一個(gè)地位平等的市場(chǎng)。
其次，游戲主機(jī)已經(jīng)不再是游戲玩家玩游戲的唯一媒介；雖然Sony堅(jiān)稱PS4將會(huì)是游戲領(lǐng)域的“權(quán)威(leading authority)”，現(xiàn)今的消費(fèi)者其實(shí)是生活在一個(gè)有多種裝置可供選擇的世界──包括智能手機(jī)與平板電腦；任何只有單一用途的裝置終將被淘汰。
第三，消費(fèi)者渴望擁有更簡(jiǎn)單、流暢的“連網(wǎng)”體驗(yàn)；舉例來(lái)說(shuō)，他們想要將在客廳透過(guò)游戲主機(jī)玩的游戲，順暢切換到行動(dòng)裝置上繼續(xù)，并同時(shí)能與朋友線上對(duì)話、或是在Facebook上與同好分享游戲秘訣，甚至透過(guò)線上廣播觀賞頂級(jí)玩家的游戲過(guò)程。
Sony PS4游戲主機(jī)硬件規(guī)格
Source:SinaWtPesmc
如 果Sony在新產(chǎn)品發(fā)表會(huì)上所言屬實(shí)，當(dāng)PS4在今年底上市，意味著該公司將往正確的方向邁進(jìn)，符合上述大多數(shù)游戲玩家的需求。而最重要的是，讓筆者對(duì) Sony的PS4與這家公司抱持希望的主要原因，是這家日本公司在這么長(zhǎng)時(shí)間以來(lái)，第一次不再堅(jiān)持用完全獨(dú)家的平臺(tái)打造PS4、不再只為了與眾不同而不 同。
本文授權(quán)編譯自EE Times，版權(quán)所有，謝絕轉(zhuǎn)載
本文下一頁(yè)：PS3游戲內(nèi)容缺乏，讓PS4轉(zhuǎn)向采用x86架構(gòu)
相關(guān)閱讀：
• 退出消費(fèi)電子不代表飛利浦不行，其他領(lǐng)域更精彩
• 索尼你不懂營(yíng)銷！Sony Style不如電商供應(yīng)鏈
• 四種AMOLED電視技術(shù)同臺(tái)競(jìng)技，誰(shuí)能笑到最后？WtPesmc
{pagination}
產(chǎn)業(yè)顧問(wèn)機(jī)構(gòu)Sierra Media 創(chuàng)辦人Brian Dipert表示：“PS3的價(jià)位以及熱門游戲內(nèi)容的缺乏，從該產(chǎn)品一上市以來(lái)就是致命打擊?！彼J(rèn)為，新一代PS4轉(zhuǎn)向采用x86架構(gòu)：“就是考量到以上兩個(gè)缺點(diǎn)?！?
游戲軟件開發(fā)商向來(lái)是任何游戲平臺(tái)成功的關(guān)鍵，Sony顯然聽取了他們的看法，并把它們的意見銘記于心。
市 場(chǎng)研究機(jī)構(gòu)Envisioneering Group總監(jiān)Rick Doherty回憶，當(dāng)他在Sony發(fā)表 PS3 后看到Kutaragi：“我忍不住告訴Kutaragi，他需要成為PS3的“教授”；”因?yàn)閷W(xué)習(xí)在PS3平臺(tái)上寫程序就像是得重回學(xué)校上課，在軟件開 發(fā)領(lǐng)域幾乎沒(méi)人真的了解該如何為該平臺(tái)寫程序。
最新亮相的Sony PS4游戲機(jī)手柄
WtPesmc
本文授權(quán)編譯自EE Times，版權(quán)所有，謝絕轉(zhuǎn)載
本文下一頁(yè)：這不就是配備專屬GPU的高級(jí)PC嗎？
相關(guān)閱讀：
• 退出消費(fèi)電子不代表飛利浦不行，其他領(lǐng)域更精彩
• 索尼你不懂營(yíng)銷！Sony Style不如電商供應(yīng)鏈
• 四種AMOLED電視技術(shù)同臺(tái)競(jìng)技，誰(shuí)能笑到最后？WtPesmc
{pagination}
不 過(guò)Sony在PS4發(fā)表會(huì)上所透露的訊息，也不能完全證明該公司已經(jīng)克服所有挑戰(zhàn)；其中一個(gè)癥結(jié)點(diǎn)在于Sony將如何維持新平臺(tái)對(duì)PS2與PS3所有經(jīng)典 游戲的向后兼容性。藉由云端技術(shù)以及PS4的串流功能，是可以做到對(duì)PlayStation游戲鏈接庫(kù)的仿真，但不確定那何時(shí)成真。
更重要的是，Sony已經(jīng)感覺(jué)到微軟(Microsoft)緊追在后──微軟打算在短期之內(nèi)推出新一代Xbox 360游戲機(jī)，業(yè)界傳言該公司也將舍棄原有的Power PC架構(gòu)、改抱x86。若真是如此，我們將會(huì)有一場(chǎng)好戲可看。
Sierra Media的Dipert 還提出了一個(gè)殺手級(jí)疑問(wèn)──如果以硬件的角度來(lái)看，PS4基本上就是目前市場(chǎng)上配備專屬GPU的中高級(jí)PC：“那PS4將如何與今年內(nèi)或是幾年內(nèi)即將推出的、硬件規(guī)格必然會(huì)更好的其它PC產(chǎn)品競(jìng)爭(zhēng)？”
與其生態(tài)系統(tǒng)良好搭配是一個(gè)重要條件，但要與其它配備類似硬件規(guī)格的產(chǎn)品競(jìng)爭(zhēng)，會(huì)是個(gè)前所未有的艱難任務(wù)…到底Sony該怎么做？
Dipert表示：“獨(dú)家內(nèi)容是唯一的答案?！倍P者認(rèn)為，那不會(huì)是比較節(jié)省成本或是簡(jiǎn)單的策略；也許對(duì)Sony來(lái)說(shuō)，真正的答案是設(shè)計(jì)出易用、簡(jiǎn)潔的系統(tǒng)(以及軟件)，而且能與其它裝置無(wú)縫連結(jié)。
本文授權(quán)編譯自EE Times，版權(quán)所有，謝絕轉(zhuǎn)載
編譯：Judith Cheng
參考英文原文：Yoshida in NY: Sony overcomes not invented here syndrome，by Junko Yoshida
相關(guān)閱讀：
• 退出消費(fèi)電子不代表飛利浦不行，其他領(lǐng)域更精彩
• 索尼你不懂營(yíng)銷！Sony Style不如電商供應(yīng)鏈
• 四種AMOLED電視技術(shù)同臺(tái)競(jìng)技，誰(shuí)能笑到最后？WtPesmc
{pagination}
Yoshida in NY: Sony overcomes not invented here syndrome
Junko Yoshida
· Sony, for years, believed in its own myth that the instinct to develop proprietary technologies (or formats) is deeply ingrained in the company’s DNA. NEW YORK--If the PlayStation 4 announcement on Wednesday is any indication, Sony may finally--and bravely walking away from the NIH (not invented here) syndrome that has characterized the Japanese consumer electronics giant for decades.
Remember Sony’s insistence on the use of Memory Stick (which nobody else used) in digital still cameras? Its promotion of the ill-fated Mini Disc? Its adamant push for the ATRAC audio compression format (instead of MP3) in the early days of the solid-state Walkman? Its attempt to shove Digital Audio Tape (DAT) in consumer down the throat, and how Sony stuck with Betamax well beyond its expiration date?
Sony, for years, believed in its own mythology that proprietary technologies (or formats) are deeply ingrained in the company’s DNA, and to be completely different from others is the only way for Sony to win the world.
Call it Sony arrogance, or just a misguided management principle.
But that attitude–which morphed into a marketing tagline, “Sony like no other”–also encouraged keeping Sony’s rich “pioneering” spirit, which originated in co-founder Masaru Ibuka.
With that backdrop, Sony’s decision to go with X86 architecture in its PS4—which carries high stakes for the ailing Japanese company—was jaw-dropping to me and many other industry watchers. To build PS4 on a “supercharged PC architecture” as described by Mark Cerny, Sony’s lead system architect of PS4, would have been unimaginable during Ken Kutaragi’s reign over Sony’s computer entertainment group.
Changing behavior
Of course, a lot has happened between now and then, in the market and in consumer behavior.
First, game play over the network (vs. playing packaged games on a proprietary gaming console) shattered the wall [in hardware differentiation], creating a level playing field for gamers, game developers and console designers.
Second, the game console is no longer the only place gamers play games. While Sony insists that its PS4 console box will be the “l(fā)eading authority” in game play, consumers today live in a world of multiple devices–including smartphones and tablets. Any single-purpose device is definitely passé.
Third, consumers crave a much simpler, fluid “connected” experience. They want a smooth transition, for example, when switching between playing a games on a console in the living room and resuming play on a mobile device, while also talking to friends online, sharing tips with other gamers on Facebook, or even “spectating” on broadcasts of celebrity gamers.
If all the talk at the company’s press event is to be believed, when PS4 finally rolls out later this year, Sony will be taking steps in the right direction, meeting most of the gamer needs noted above.
But more than anything else, what gives me hope for Sony’s PS4 and Sony, for the first time in ages, is that the Japanese company is no longer hung up on developing a totally unique platform for PS4–just for the sake of being different.
How will PS4 compete with constantly evolving PC?
Brian Dipert, founder and principal at Sierra Media, said, “The price tag of the PS3, combined with the dearth of compelling gaming content, not only at intro but also for a long time afterward were a one-two knockdown punch.” He believes the migration to x86 “addresses both of these concerns.”
The key to success for any gaming platform is game developers. Sony clearly listened to them, and took to heart what they had to say.
Rick Doherty, research director at Envisioneering Group, recalled when he saw Kutaragi after Sony’s PS3 roll-out. “I had to tell Kutaragi that he needs to become a ‘professor’ of PS3,” because learning how to program on PS3 was like going back to college. Nobody in the development world really understood how to program on that platform.
All the talk about Sony’s PS4 announcement this week, however, doesn’t necessarily prove that Sony has solved all its challenges. One sticking point is how Sony plans to maintain backward compatibility for all the classic games developed on PS2 and PS3.
By using the cloud and PS4’s streaming capabilities, the emulation of PlayStation’s library of games is a possibility; and yet, we don’t know when that will become a reality.
Competing with other X86 architecture systems
More important, Sony’s already hearing the footsteps of Microsoft, which plans soon to launch the next-generation Xbox 360. Rumor has it that Microsoft (its current system is on Power PC architecture) might be also opting for X86.
If true, we’re in for an interesting battle.
Then, here’s the killer question posed by Dipert. If we see PS4 as essentially one of today’s mid-range to high-end PCs with a dedicated GPU from a hardware standpoint, “how will PS4 be able to compete with PCs in a year or a few years down the road, with inevitably better hardware specs?”
Playing nice with the ecosystem is one thing, but competing with others armed with similar hardware specs becomes a much tougher task than ever before.
The answer?
“Content exclusivity is the only answer,” said Dipert. But that won't come either cheap or easy in my opinion. The real answer may be in designing a simple and elegant system (and software) that connects intuitively with others.
責(zé)編：Quentin
