蘋果(Apple)控告三星(Samsung)手機(jī)產(chǎn)品侵犯五項(xiàng)專利權(quán)，在日前一場(chǎng)該訴訟案的法庭聽(tīng)證會(huì)上，一位三星的主管表示，他認(rèn)為第一代 iPhone 是讓人印象深刻但屬于利基型(niche)產(chǎn)品；此外有三位 Google 的資深軟件工程師也出庭為三星作證。 那 位在2006至2012年間擔(dān)任三星美國(guó)手機(jī)部門主管的Dale Sohn表示，第一代iPhone：“非常讓人印象深刻，但在當(dāng)時(shí)是只有AT&T獨(dú)家供應(yīng)的利基型產(chǎn)品，所以我感覺(jué)那會(huì)是一個(gè)利基型的小眾市場(chǎng)；”他指出：“因?yàn)橐獌r(jià)299美元，我的結(jié)論是應(yīng)該很多人都無(wú)法負(fù)擔(dān)如此昂貴的利基型產(chǎn)品?！? 然而Shon卻在2011年 執(zhí)行了三星在美國(guó)手機(jī)市場(chǎng)的策略轉(zhuǎn)變，他聘雇了一個(gè)新團(tuán)隊(duì)，將產(chǎn)品的推銷目標(biāo)由針對(duì)電信營(yíng)運(yùn)商的大量銷售，轉(zhuǎn)為針對(duì)消費(fèi)者的零售，并推出了新的廣告活動(dòng)： “我們決定在營(yíng)銷活動(dòng)上投資大量金額，而且不是只有一次，是全年度的...其中一個(gè)很大的營(yíng)銷主軸是我們將創(chuàng)造下一件大事(The Next Big Thing)?！? Sohn指出：“結(jié)合所有這些策略，我們做到了非常了不起的轉(zhuǎn)變，產(chǎn)品在智能手機(jī)產(chǎn)品平均達(dá)到30%的市占率，而且在智能手機(jī)市場(chǎng)的知名度與消費(fèi)者偏好度都是第一名。” 在接受蘋果的律師Bill Lee交叉詰問(wèn)時(shí)，Sohn坦承他無(wú)法提供與訴訟中專利相關(guān)細(xì)節(jié)的證詞；Lee則展示了一份三星內(nèi)部的電子報(bào)，其中有Sohn在一篇搭配了他自己照片的專欄文章中表示：“打敗蘋果不再只是一個(gè)目標(biāo)，而是我們的生存策略。” 曾被Sohn雇用、現(xiàn)任Nike品牌經(jīng)理Todd Pendleton作證指出，在他于2012年初加入三星美國(guó)手機(jī)部門擔(dān)任營(yíng)銷主管時(shí)，三星的產(chǎn)品還落后于蘋果、HTC與RIM (Research in Motion)；Pendleton與Sohn的證詞都表示，三星是利用顯示器、電池、處理器以及觸控筆等硬件，才讓Galaxy S系列智能手機(jī)取得超越iPhone的優(yōu)勢(shì)。 Pendleton并指出，仍在持續(xù)播放中的三星“Next Big Thing”廣告，從未強(qiáng)調(diào)與蘋果專利相關(guān)的滑動(dòng)屏幕解鎖(slide-to-unlock)、通用搜尋(universal search)以及快速連結(jié)(quick links)等：“那些不是智能手機(jī)的主要驅(qū)動(dòng)力?！? 不過(guò)在交叉詰問(wèn)時(shí)，蘋果律師Lee展示了一份三星的營(yíng)銷文件，提及該公司是“快速的追隨者”；此外另一份文件提及三星的TouchWhiz 界面：“TouchWhiz是iOS的直接剽竊，我的意思是那真的很可悲?！? Lee也指出，由Pendleton所執(zhí)行的一項(xiàng)廣告活動(dòng)擾亂了iPhone 5的發(fā)表；對(duì)此Pendleton的解釋是：“以歷史經(jīng)驗(yàn)來(lái)看，每當(dāng)iPhone上市，我們的銷售業(yè)績(jī)就會(huì)大幅下滑，因此我們的策略是確保我們不會(huì)再遭遇銷售業(yè)績(jī)下降?！? 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)：Google工程師為三星出庭作證

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{pagination} Google工程師為三星出庭作證 在第一場(chǎng)三星的辯護(hù)庭中，Google就被暗示應(yīng)該要為三星手機(jī)內(nèi)具爭(zhēng)議的軟件負(fù)責(zé)；為此Google的搜尋軟件工程經(jīng)理，以及另一位負(fù)責(zé)某部分Android軟件功能的工程師都出庭作證，表示他們并沒(méi)有抄襲蘋果的軟件。 舉例來(lái)說(shuō)，蘋果有一項(xiàng)專利涵蓋能同時(shí)支持因特網(wǎng)與手機(jī)內(nèi)數(shù)據(jù)的搜尋，一位Google工程師就陳述了在Android平臺(tái)內(nèi)開(kāi)發(fā)類似功能的過(guò)程，并指出：“在裝置內(nèi)，搜尋功能被用到的時(shí)間只占據(jù)所有手機(jī)使用時(shí)間的2%?！? 另 一個(gè)Google軟件工程師則作證指出，他從2006年起就參與開(kāi)發(fā)類似蘋果快速鏈接專利的功能；該專利技術(shù)是描述查找電話號(hào)碼、地址以及在隨機(jī)文字中的 其他信息，并將合適的選項(xiàng)如撥打電話或寄送電子郵件呈現(xiàn)在用戶面前。Google工程師的證詞主要是解釋兩種所謂的快速連結(jié)技術(shù)在實(shí)際操作方式上的差 異，并反駁侵權(quán)的指控。 蘋果的律師數(shù)度指出，這場(chǎng)訴訟的焦點(diǎn)集中在三星，是因?yàn)樵摴緩哪切┣謾?quán)的手機(jī)獲得營(yíng)收與利 潤(rùn)，Google工程師反駁指出：“我在這里所陳述的一切你真的需要采用，你得破解Android的應(yīng)用程序才行?！钡谌籊oogle工程師陳述了 Gmail與Android郵件應(yīng)用程序，以及該公司獨(dú)力開(kāi)發(fā)類似蘋果專利背景同步技術(shù)(background synchronization)功能的方式。 蘋果在這場(chǎng)訴訟中要求三星支付21.91億美元的損失賠償金，其中有約5.07億美元是來(lái)自于假設(shè)三星如果需要根據(jù)蘋果的專利來(lái)進(jìn)行設(shè)計(jì)，可能得花費(fèi)四個(gè)月的銷售額；但至少有兩個(gè)作證的Google工程師表示，要改變部分具爭(zhēng)議功能的實(shí)現(xiàn)方式，可能只需要不到一天的時(shí)間。 在先前的法庭上，Google的Android工程經(jīng)理表示該公司并沒(méi)有抄襲蘋果的專利；而三星也尚未對(duì)蘋果侵犯其兩項(xiàng)專利權(quán)的案件進(jìn)行陳述。這場(chǎng)訴訟的法庭審理預(yù)期將持續(xù)到本月底。 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：Google Takes Stand Against Apple，by Rick Merritt

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{pagination} Google Takes Stand Against Apple Rick Merritt Samsung exec calls original iPhone "niche" SAN JOSE, Calif. — A Samsung executive said he thought the original iPhone was an impressive but niche product, in testimony on Monday. Three Google senior software engineers also took the stand defending Samsung against charges it infringed five Apple patents. The original iPhone "was very impressive, a nice product [but] at that moment only AT&T distributed it exclusively, so I felt it would be a niche market," said Dale Sohn who was chief executive of Samsung's US cellular group from 2006 through 2012. "With a price of $299 I concluded many people could not afford that kind of very expensive niche product," he said. Nevertheless, Sohn executed "a paradigm shift" in Samsung's approach to the US cellular market in 2011. He hired a new team that shifted from a focus on wholesale sales to carriers to retail sales to consumers with a new ad campaign. "We decided to spend massive marketing dollars not one time but all year long... [on] one big marketing theme [that] we would create the next big thing," Sohn said. With "all those things together we made a very remarkable turnaround so our average market share in smartphones was up to 30%, the No. 1 in smartphone market [and in user] awareness and preference," he added. Under cross-examination by Apple attorney Bill Lee, Sohn admitted he could offer no testimony about the details of the patents in the case. Lee showed a Samsung internal newsletter in which Sohn said in a column next to his picture, "Beating Apple is no longer merely an objective; it is our survival strategy." Todd Pendleton, a Nike brand manager Sohn hired, testified Samsung lagged behind Apple, HTC, and Research in Motion when he joined the US cellular group in early 2012 as chief marketing officer. Pendleton and Sohn both testified about using display, battery, processor, NFC, and stylus hardware to gain an edge over the iPhone with the Galaxy S series. Pendleton said the Next Big Thing ads, still being aired, have never highlighted the Apple patents at issue such as slide-to-unlock, universal search and quick links. "They are not drivers for a smartphone," he said. However in cross-examination, Lee showed a Samsung marketing documents referring to the company's reputsation as a "fast follower." Referring to Samsung's TouchWhiz interface, one document said, "TouchWhiz is a direct rip of iOS. I mean it's pathetic really." Lee also noted an ad campaign Pendleton launched to disrupt the iPhone 5 launch. "Historically, during an iPhone launch our sales dipped dramatically, so our strategy was to ensure we didn’t have another dip in sales," Pendleton said. Android search, Gmail developers testify The first full day of Samsung's defense began by suggesting Google is responsible for much of the disputed software features on its handsets. Google software engineering managers for search, email, and other Android features testified they were responsible for some of the features in question and that they did not copy Apple's software. For example, one patent covers a feature that searches both the Internet and data on a handset. A google engineer described the process for developing similar functions in Android but noted "on device [search] is only used about 2% of the time." Another Google software engineer testified about her work that started in 2006 on functions similar to Apple's quick links patent. The patent describes ways of finding phone numbers, addresses, and other information in random text and presenting users appropriate options for making a call or sending an email, for example. Much of the testimony tried to establish differences in ways the so-called quick links are implemented as a defense against infringement. Apple attorneys noted several times the case is focused on Samsung because it received the revenue and profits from the handsets accused of infringement. One Google engineer pushed back on that argument saying, "Everything I described here you really need to use or else you will break applications in Android." A third Google engineer described Gmail and Android mail applications and ways the independently developed features are similar to Apple's patented background synchronization. About $507 million of Apple's total $2.191 billion in requested damages depend in part on an assumption Samsung would lose sales for four months if it had to design around the Apple patents. At least two of the Google engineers said changing the way some of the features in question are implemented could take less than a day. The defense began late Friday when Google's engineering manager for Android said the search giant did not copy Apple's patents. Samsung has yet to present its case that Apple infringes two of its patents. The trial is expected to continue through the end of the month.