微軟喉舌變調(diào)支持蘋果Mac
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??? 41％的企業(yè)絕不會采用蘋果（Apple）電腦處理任何計算服務(wù)——哪怕是電子郵件或互聯(lián)網(wǎng)也不例外，對于訂閱Forrester Research公司市場研究報告的IT專業(yè)人士而言，這樣的論調(diào)應(yīng)該在意料之中。畢竟，它反映了Forrester公司這幾十年來提供給信息技術(shù)部門的一貫意見。舉個例子，關(guān)于企業(yè)計算，2008年Forrester的一份報告中就寫道： ????“IT部門渴望標(biāo)準(zhǔn)化，而蘋果機(jī)卻給IT部門制造了了太多麻煩。對于專攻企業(yè)客戶的供應(yīng)商而言，顯而易見：除非目標(biāo)市場是一個小眾業(yè)務(wù)組，否則你所需要的只是支持運(yùn)行Windows系統(tǒng)的電腦。” ????有鑒于此，F(xiàn)orrester對590名IT高管和決策者的調(diào)查之結(jié)果因此顯得更加令人驚訝（上表即根據(jù)調(diào)查結(jié)果制作而成）。大衛(wèi)?約翰遜在向《財富》雜志（Fortune）公開的一份新報告中寫道：“現(xiàn)在是時候廢除禁令并采取果斷行動了。Mac用戶是公司的英雄（HERO），應(yīng)該為他們提供便利，而不是設(shè)置阻礙。” ????“HERO”這個詞是Forrester自創(chuàng)的縮寫，意為“高度自主且足智多謀的個體（Highly Empowered and Resourceful Operatives）”。這些人喜歡使用新技術(shù)、通過不斷創(chuàng)新提高效率，以便更好地服務(wù)客戶。他們中17%的人正在使用Mac電腦。 ????約翰遜稱：“目前，絕大部分Mac流向了企業(yè)高管、銷售狂人和其它工作狂?！盕orrester相信所謂的“超級筆記本用戶”指的也是這些群體。最新的勞動力技術(shù)和參與調(diào)查（Workforce Technology And Engagement Survey）顯示，超級筆記本用戶的收入超出普通用戶44%，他們使用了更多的協(xié)作程序，同時平均每人還隨身攜帶三種設(shè)備。 ????Forrester稱，這些超級用戶愿意自掏腰包購買MacBooks Pro，因?yàn)樗麄兊墓緝H僅提供了微軟（Microsoft） Windows電腦。 ????速度太慢。市場競爭激烈，時間是唯一一個任何公司都沒有辦法做手腳的因素。如今的公司電腦搭載了大量管理、備份和安全軟件，速度甚至要比蝸牛還慢。員工希望電腦的啟動時間是10秒而不是10分鐘；他們也不希望打開一個20MB大小的Excel電子表格時，還得泡上杯咖啡等著。因此，他們紛紛被簡潔的Mac所吸引——尤其是配備了固態(tài)硬盤，它的反應(yīng)速度更快，可以在幾秒內(nèi)就完成啟動。 ????看起來像廉價品。形象和個人品牌決定著影響力，第一印象非常重要。商界精英們不會穿著廉價的鞋子、打著飾扣領(lǐng)帶去拜訪倫敦的勞埃德保險社，同他們商談貨船和起重器投保事宜。超級用戶也如此，他們不希望在出席會議時攜帶塑料外殼筆記本。這會向與會者傳遞一個信號：我手頭不寬裕，用不起更好的設(shè)備。 ????這份報告還提供了六個步驟，IT部門可以按部就班地“使Mac融入的企業(yè)”。此外，報告還列舉了三個案例研究，介紹了三家在這方面取得了成功的企業(yè)。 ????“螳臂擋車的下場只能是被車輪輾過，”Forrester總結(jié)道。 ????Forrester公司一直是微軟在企業(yè)級市場上的喉舌，但它在這份報告中的態(tài)度可謂出現(xiàn)了180度的大轉(zhuǎn)彎。如果不是Forrester的訂閱用戶，您可以在此購買該報告，售價為499美元。 ????譯者：項(xiàng)航 |
????That 41% of enterprises won't let Apple (AAPL) PCs anywhere near their computing services -- not even e-mail or the Internet -- should come as no surprise to the IT professionals who subscribe to Forrester Research's market research reports. After all, it reflects the advice that Forrester has been giving information technology departments for decades. Take, for example, this quote from a 2008 Forrester report on enterprise computing: ????"IT departments crave standardization, and Macs pose too many problems for IT departments. The verdict for enterprise-focused vendors is clear: Unless your market is a niche business group, Windows is the only desktop you need support." (link) ????Which makes the findings of the Forrester survey of 590 IT executives and decision makers that produced the chart above all the more surprising. "It's time to repeal prohibition and take decisive action," writes David Johnson in a new report made available to Fortune (and available for sale here). "Mac users are your HEROes and you should enable them not hinder them." ????"HERO," it turns out, is a Forrester acronym for Highly Empowered and Resourceful Operatives -- "the 17% of information workers who use new technologies and find innovative ways to be more productive and serve customers more effectively." ????"Most of the Macs today," writes Johnson, "are being freewheeled into the office by executives, top sales reps, and other workaholics. Forrester believes this is the same demographic that we're now calling the "power laptop user," and according to the latest Workforce Technology And Engagement Survey, power laptop users make 44% more money, use more collaboration apps, and carry an average of three devices wherever they go." ????These power users are willing to pay for MacBooks Pros out of their own pocket, according to Forrester, because their company-supplied Microsoft (MSFT) Windows PCs: ????Are slowing them down. Time is the only thing that these fierce competitors can't make more of. Many of today's corporate PCs are saddled with management, backup, and security agents that can bog down a PC. Employees want their PCs to boot in 10 seconds, not 10 minutes, and they don't want to have to get a cup of coffee while opening a 20 MB spreadsheet in Excel. They're drawn to uncluttered Macs — especially those with solid-state drives, which are more responsive and boot in seconds. ????Look cheaply made. Image and personal brand are the currency of influence, and first impressions matter. For the same reason they wouldn't wear cheap shoes and a bolo tie to meet with Lloyd's of London to insure their cargo ships and cranes, these power brokers don't want to show up to a meeting with a plastic laptop that sends the subliminal message that they aren't prosperous enough to afford something nicer. ????The report goes on to offer six steps IT departments can take to "ease Macs into their enterprises" and three case studies of companies that have done so successfully. ????"Stand in the way," Forrester concludes, "and you will eventually get run over." ????It's quite a turnaround for the voice of Windows in the enterprise. If you're not a Forrester subscriber, you can buy the report for $499 here. |
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