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攜手三星能否助黑莓復(fù)蘇?

攜手三星能否助黑莓復(fù)蘇?

Michal Lev-Ram 2014年11月20日
黑莓公司剛剛與三星簽署移動(dòng)安全產(chǎn)品互售協(xié)議,還推出升級版黑莓企業(yè)服務(wù)器,其進(jìn)軍企業(yè)市場的雄心由此可見一斑?!敦?cái)富》就此采訪了黑莓CEO程守宗。

????程守宗入主深陷困境的黑莓(BlackBerry)已經(jīng)一年了。自從執(zhí)掌CEO大權(quán)以來,他努力試圖讓黑莓重新回歸“根基”,并且開展了一些他覺得必要的創(chuàng)新與合作——總之,他要讓企業(yè)用戶重新正視黑莓的存在。

????本著這一目的,程守宗上周末在舊金山登臺(tái)宣布了幾項(xiàng)重大事務(wù),包括與三星電子集團(tuán)(Samsung Electronics)剛剛簽署的一項(xiàng)合作。根據(jù)這項(xiàng)協(xié)議,三星和黑莓均將開售對方的移動(dòng)安全產(chǎn)品。(一個(gè)可信的跡象是,程守宗還當(dāng)眾開起玩笑稱,他妻子現(xiàn)在仍然在用一款三星Galaxy手機(jī)。)另外黑莓還推出了升級版黑莓企業(yè)服務(wù)器(BlackBerry Enterprise),從而使用戶可以更加便捷地管理黑莓產(chǎn)品以及其他廠家的設(shè)備。

????在程守宗的領(lǐng)導(dǎo)下,黑莓的虧損有所改善,但并沒有徹底止血,而且仍然有不少隱憂籠罩著公司的長期前景。在他去舊金山之前,《財(cái)富》(Fortune)對程守宗進(jìn)行了專訪,聽他暢談自己的商業(yè)戰(zhàn)略——以及名媛金?卡戴珊。

????《財(cái)富》:“回到黑莓的根基”在今天對你來說意味著什么?

????程守宗:從總體上說,“回到黑莓的根基”指的遠(yuǎn)遠(yuǎn)不只是硬件設(shè)備。Classic手機(jī)是一個(gè)重要的部分,但并不是唯一的部分。(這部即將推出的設(shè)備將重新搭載黑莓經(jīng)典的觸控板。)我在剛來黑莓的時(shí)候就談過重返企業(yè)市場,它指的不僅是設(shè)備,還包括那些將我們的軟件和服務(wù)器作為運(yùn)營中樞的企業(yè)。當(dāng)黑莓業(yè)績良好的時(shí)候,幾乎大家都在用黑莓企業(yè)服務(wù)器。后來我們失去了發(fā)展重心,隨之也失去了很多吸引力和用戶。但我重新推出Classic手機(jī)的原因在于,大量用戶想要它。

????從“回到根基”的角度,你怎樣看待黑莓的創(chuàng)新?目前它扮演了怎樣的角色?

????我們研發(fā)團(tuán)隊(duì)的指導(dǎo)方針是,大家都要專注以下四大支柱:安全性、隱私性、效率和協(xié)作。我們同時(shí)關(guān)注這幾點(diǎn)。比如我們剛剛在BBM【即黑莓通訊(BlackBerry Messenger)】上推出了定時(shí)消息功能,也有人叫它“閱后即焚”功能。我們允許人們收回發(fā)出的信息,而不是簡單地撤銷。整個(gè)設(shè)計(jì)中心非常關(guān)注安全性、隱私性、效率和協(xié)作。我們并不打算在所有層面都要競爭一下。

????重新贏得開發(fā)者的信賴是“回到黑莓根基”的另一個(gè)方面,你怎樣看黑莓開發(fā)者生態(tài)系統(tǒng)的現(xiàn)狀?

????目前黑莓平臺(tái)只有Facebook等少數(shù)應(yīng)用是我們構(gòu)建的原生應(yīng)用。我們正在依靠與亞馬遜(Amazon)的關(guān)系獲得其它應(yīng)用。亞馬遜應(yīng)用商店里的所有應(yīng)用都可以在BB10(黑莓最新操作系統(tǒng))上直接運(yùn)行。這樣我們就解放了企業(yè)開發(fā)者社區(qū),讓他們專注于開發(fā)者平臺(tái)。自從我來黑莓后,我們的“尋根”路只走了6到9個(gè)月。我們有一些很吸引人的東西,但還有很多工作要做。

????It’s been about one year since John Chen, CEO of BlackBerry, took the top job at the struggling phonemaker. Since then, he has embarked on a campaign to bring the company back to its roots and spark new innovations and partnerships where he feels necessary—in short, to make BlackBerry relevant to business users again.

????To that end, this week in San Francisco Chen took the stage to make a number of announcements, including a recently-inked agreement with smartphone maker Samsung Electronics. According to the deal, both companies will sell each other’s mobile security products. (A true sign of the times: Chen joked with the audience about the fact his wife still uses a Samsung Galaxy phone.) The company also announced an updated BlackBerry Enterprise server, which will allow customers to more easily manage BlackBerries and devices made by other manufacturers.

????Under Chen’s direction, BlackBerry’s losses are improving, but the company is still bleeding money and there is still plenty of cause for concern about its long-term prospects. Ahead of his announcements in San Francisco, Fortune caught up with Chen to hear more about his strategy—and Kim Kardashian.

????Fortune: What does returning to BlackBerry’s roots mean to you today?

????Chen: The overall returning to the roots is much beyond the device. The Classic [an upcoming BlackBerry device that will bring back its traditional trackpad] is an important part but it’s not the only part. Very early in my career here I talked about re-pivoting back to the enterprise. It implies not only the devices but also the enterprise using our software and server as the backbone. When BlackBerry was doing well almost everyone was running on BlackBerry enterprise server. When we lost our focus we lost quite a bit of traction and accounts. But the reason I went back to the Classic is that a tremendous number of customers want it.

????In light of that “return to roots,” how do you view innovation at BlackBerry? What role does it play today?

????The guiding principle of our development teams is that everybody is focused on the following pillars: security, privacy, productivity, and collaboration. We focus on all of those. For example, on BBM [BlackBerry Messenger] we just released the timed message feature—people call it the “Snapchat feature.” We allow people to retract messages, not just to recall them. The whole design center is really focused on security, privacy, productivity and collaboration. We’re not trying to compete on everything.

????Winning back developers is another aspect of returning to BlackBerry’s roots. How are you feeling about status with developer ecosystem?

????There are only a handful of apps, like Facebook, that we build native. We are relying on our relationship with Amazon for the others. Everything that appears on Amazon’s app store you can run on BB10 [the latest version of BlackBerry’s operating system]. In doing so we free up our enterprise developer community to focus on developer platforms. On that front the re-pivoting is only six to nine months old since I came in. We have some good traction but still a lot of work to be done.

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