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Facebook應(yīng)該效仿谷歌也來(lái)一場(chǎng)重組?

Facebook應(yīng)該效仿谷歌也來(lái)一場(chǎng)重組?

Erin Griffith 2015年08月18日
谷歌的新公司結(jié)構(gòu)成了“現(xiàn)代科技公司未來(lái)進(jìn)化的模板”。在硅谷那些規(guī)模龐大、不斷發(fā)展的科技公司當(dāng)中,最適合這種新模板的當(dāng)屬Facebook。

????上周一晚間,谷歌拋出了一個(gè)重磅炸彈,宣布重組,最初人們認(rèn)為這只是一個(gè)笑話。甚至有人在評(píng)論谷歌CEO拉里·佩奇的博客文章時(shí),懷疑網(wǎng)站被黑了。

????但第二天,商界的評(píng)論家、分析師和講解員們卻對(duì)此次重大變動(dòng)達(dá)成共識(shí):《紐約時(shí)報(bào)》稱,新成立的控股公司Alphabet,將使谷歌放開(kāi)手腳,“追求搜索之外的遠(yuǎn)大夢(mèng)想。”彭博社解釋稱,Alphabet就像是“21世紀(jì)的伯克希爾哈撒韋公司”。網(wǎng)絡(luò)雜志《Slate》認(rèn)為,此次更名顯示,Alphabet“在根本上是一家‘探月’工廠,并將始終堅(jiān)持這樣的使命?!?/p>

????我也參與了討論,我認(rèn)為拉里·佩奇不希望成為一家廣告公司的CEO,不論這家廣告公司有多成功,因?yàn)閺V告既不是新銳行業(yè),也不足以改變世界。因此,谷歌現(xiàn)在成了一系列創(chuàng)新業(yè)務(wù)的組成部分。

????在谷歌總部Googleplex(是否會(huì)更名為Alphaplex?)以北8英里的地方,有另外一家非常成功的基于廣告的科技公司。這家公司的高管們肯定在思考,他們是否應(yīng)效仿谷歌的作法?

????正如《時(shí)代》雜志所說(shuō),谷歌一直在向其他公司輸出它的文化?,F(xiàn)在,谷歌的新公司結(jié)構(gòu)成了“現(xiàn)代科技公司未來(lái)進(jìn)化的模板”。在硅谷那些規(guī)模龐大、不斷發(fā)展的科技公司當(dāng)中,最適合這種新模板的當(dāng)屬Facebook。

????與谷歌類似,F(xiàn)acebook也是以網(wǎng)頁(yè)服務(wù)起家,通過(guò)廣告賺錢(qián)。兩家公司的收入大部分來(lái)自其旗艦產(chǎn)品的廣告收入。

????與佩奇一樣,相較于紛雜的廣告重新定位優(yōu)化,F(xiàn)acebook的CEO馬克·扎克伯格也對(duì)能夠改變世界的創(chuàng)新更感興趣。按照佩奇與扎克伯格的設(shè)想,各自公司的所有分支項(xiàng)目未來(lái)都將為公司帶來(lái)利潤(rùn)。

????Facebook旗下已經(jīng)匯集了多家迥然不同的公司,這些公司獨(dú)立運(yùn)營(yíng),互不干擾。Facebook網(wǎng)站目前擁有15億每月活躍用戶,除此之外,公司還有照片分享應(yīng)用Instagram,每月活躍用戶3億人;消息應(yīng)用WhatsApp,每月活躍用戶8億人,還有公司自己的消息應(yīng)用Facebook Messenger,每月活躍用戶7億人。Facebook還收購(gòu)了虛擬現(xiàn)實(shí)頭戴設(shè)備制造商O(píng)culus Rift,其產(chǎn)品預(yù)計(jì)將在明年第一季度上市。此外,F(xiàn)acebook一直在通過(guò)Internet.org項(xiàng)目努力使全世界更多人可以訪問(wèn)互聯(lián)網(wǎng),為此,公司還投入大量資源,開(kāi)發(fā)太陽(yáng)能互聯(lián)網(wǎng)飛機(jī)和激光技術(shù)。

????除了結(jié)構(gòu)和前景方面的相似之處,重組還可作為一個(gè)有效的招聘工具。你很難讓工程師們對(duì)廣告感到興奮。有一句話總結(jié)了硅谷工程師對(duì)廣告的感受,在業(yè)內(nèi)廣為流傳(說(shuō)這句話的人正是一位Facebook早期員工):“我這代人中最優(yōu)秀的人才都在思考如何吸引用戶點(diǎn)擊廣告,真是弱爆了?!比绻麄儾粍?chuàng)建自己的公司,硅谷的優(yōu)秀人才可能寧愿去開(kāi)發(fā)一些尖端的創(chuàng)新產(chǎn)品,比如虛擬現(xiàn)實(shí)。

????除了招募新的人才,投資者們也可能歡迎控股公司的結(jié)構(gòu)。華爾街對(duì)谷歌的重組反響熱烈,谷歌市值在盤(pán)后交易中上漲了200億美元。這是一種不同尋常的反應(yīng)。正如我的同事史蒂夫·甘德?tīng)査f(shuō),投資者通常不喜歡綜合性大企業(yè)。這類公司往往被認(rèn)為效率低下。即使是伯克希爾哈撒韋公司的價(jià)值,也因此被許多人低估。

????但谷歌卻憑借其專注于長(zhǎng)期投資的前瞻性創(chuàng)新者形象,吸引了投資者。除此之外,谷歌也不需要擔(dān)心維權(quán)投資者們迫使公司拆分,因?yàn)榛谄潆p層股權(quán)結(jié)構(gòu)設(shè)計(jì),佩奇和公司總裁謝爾蓋·布林擁有多數(shù)投票權(quán)。

????Facebook也有類似的保護(hù)機(jī)制。馬克·扎克伯格擁有Facebook大量所有權(quán)股份,并且全部為“B級(jí)股”,而B(niǎo)級(jí)股的投票權(quán)是A級(jí)股的十倍。

????Facebook上市僅三年時(shí)間,現(xiàn)在便全盤(pán)照搬Alphabet的作法仍為時(shí)尚早。但像谷歌一樣,該公司最終也會(huì)認(rèn)為這樣的作法是合理的。Facebook已經(jīng)在朝著這個(gè)方向發(fā)展,新增了越來(lái)越多“探月”型部門(mén)。重組只是將公司的所有創(chuàng)新,展示給新的人才、投資者和全世界。(財(cái)富中文網(wǎng))

????譯者:劉進(jìn)龍/汪皓

????審校:任文科

????When Google GOOG -0.14% dropped its bombshell restructuring announcement Monday evening, it was initially seen as a joke. Commenters on CEO Larry Page’s blog post suspected the site had been hacked.

????But over next day, the business world’s commentators, analysts and explainers banded together to create a consensus about the shake-up: Alphabet, the new holding company’s name, frees up Google to “dream big beyond search” the New York Times announced. Alphabet is like “a 21st century Berkshire Hathaway,” Bloomberg explained. The name change signals that Alphabet “is fundamentally a moonshot factory, and always will be,” according to Slate.

????I joined the chorus, arguing that Larry Page doesn’t want to be the CEO of an advertising company, no matter how successful said advertising company is, because advertising not a very cool, world-changing business to be in. Ergo, Google is now one part of a portfolio of innovative businesses.

????Eight miles north of the Googleplex (will they change it to Alphaplex?), executives at another very successful advertising-based technology company are likely wondering whether they should be doing the same thing.

????As the Times argued, Google has always exported its company culture to the rest of the corporate world. Now, the company’s new corporate structure is “a template for the next evolution of a modern tech firm.” Out of all the big, evolving tech firms in Silicon Valley, Facebook is best suited for this new template.

????Like Google, Facebook FB 0.61% started as a web service that makes money through ads. The majority of both companies’ revenue comes from advertising through their flagship products.

????And like Page, Facebook CEO Mark Zuckerberg is more excited by world-changing innovations than the intricacies of ad retargeting optimization. Both Page and Zuckerberg see a future where all of their companies’ side projects contribute to the bottom line.

????Facebook Inc. has already amassed a portfolio of somewhat disparate companies operating independently of one another. Beyond its namesake product, which has 1.5 billion monthly active users, Facebook owns photo sharing app Instagram, which has 300 million monthly active users, messaging app WhatsApp, which has 800 million monthly active users, and it’s own messaging app, Facebook Messenger, which has 700 million. Facebook acquired virtual reality headset maker Oculus Rift, which is set to go on sale in the first quarter of next year. And Facebook is spending considerable resources developing solar-powered Internet drones and laser technology, in line with its efforts to increase Web access around the world through its project, Internet.org.

????Beyond similarities in structure and outlook, restructuring works as a great recruiting tool. It’s not easy to get engineers excited about advertising. There’s a famous quote that sums up how Silicon Valley engineers feel about advertising (uttered by an early Facebook employee, no less): “The best minds of my generation are thinking about how to make people click ads. That sucks.” If they’re not starting their own company, the Valley’s top talent would rather work on cutting-edge, innovative products like virtual reality.

????Beyond new recruits, investors are also likely to embrace the holding company structure. Wall Street applauded Google’s re-organization, adding $20 billion to Google’s market cap in after-hours trading. It was an unusual reaction, since, as my colleague Steve Gandel noted, investors usually dislike conglomerates. They’re seen as less efficient. Even Berkshire Hathaway is considered undervalued by many.

????But Google has wooed investors on its image as a forward-thinking innovator focused on long-term investments. Beyond that, the company has the luxury of not having to worry about activist investors pressuring it to split up, because the company’s dual-class share structure gives Page and President Sergey Brin majority voting power.

????Facebook has similar protections in place. Mark Zuckerberg’s sizable ownership stake in Facebook is all “class B” stock, and that gives him ten votes for every class A vote.

????Just three years into its life as a public company, it may be too early for Facebook to go full-Alphabet. But the company may eventually decide, like Google, that such a move makes sense. Facebook is already moving in that direction by adding more and more moonshot-style divisions. Restructuring would only highlight those innovations to new recruits, investors, and the world.

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