Nexus 4銷售亂象暴露谷歌供應鏈管理短板
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????谷歌Nexus 4 與蘋果 iPhone 5這兩款手機都獲得極好的評測，可謂萬眾期待。兩者都可在網(wǎng)上訂購，并迅速銷售一空。 ????但有一點，據(jù)Piper Jaffrey的吉恩·明斯特稱，蘋果（Apple）的iPhone 5克服了一些初期生產上的小問題，到上周四，消費者終于可以在蘋果商店購買iPhone 5的現(xiàn)貨。 ????而Nexus 4——由LG電子為谷歌（Google）代工生產，作為展示Android 4.2（又名軟糖豆）的機型——則不幸淪為錯過節(jié)前產品發(fā)布良機的反面教材。 ????筆者引用了科技博客Computerworld的JR·拉斐爾在《谷歌Nexus 4發(fā)布錯失良機》中的話： ????產品售罄不是問題；這對需求旺盛的熱門產品而言可謂稀松平常。真正的問題在于： ????首先是谷歌Nexus 4銷售的方式。因為沒有進行預售，Nexus 4一開始發(fā)售，人們就迫不及待地去買。谷歌起先稱將于11月13日開始發(fā)售Nexus 4，但沒有透露具體時間；后來，有消息稱發(fā)售時間是太平洋時間當天早上9點。很多Android粉絲據(jù)此安排了自己當天的行程，確保不至于無功而返。 ????然而，谷歌卻隨隨便便的將銷售時間提前了15分鐘，既沒有發(fā)布通知，也沒有提醒消費者。隨后事態(tài)急轉直下：該公司的Play Store不堪負荷巨大的訪問量，幾乎無法正常運行。就算已經把Nexus 4放入了購物車中，成功付款之前，這個網(wǎng)站也會反復出錯。 ????很快，谷歌的網(wǎng)店首頁開始一會兒顯示Nexus 4有貨，一會兒顯示“即將到貨”。當天大部分時間里，網(wǎng)站基本都處于勉強能用的狀態(tài)。只要堅持不懈，往往都能下單成功，但得耗費很多精力。據(jù)我所知，有很多用戶花了好幾個小時下單。 |
????Both smartphones were highly anticipated and well-reviewed. Both were made available for online orders and quickly sold out. ????But one -- Apple's (AAPL) iPhone 5 -- overcame some initial production hiccups and as of Thursday, according to Piper Jaffrey's Gene Munster, had "finally reached a point where consumers can walk into an Apple Store and walk out with a phone." ????The other -- made for Google (GOOG) by LG Electronics (LGLD) as a showcase for Android 4.2 (a.k.a. Jelly Bean) -- has become an object lesson in how not to stage a roll-out in advance of the holidays. ????I quote from Computerworld's JR Raphael (Google's Nexus 4 launch and the land of lost opportunity): ????Selling out isn't the problem; that's relatively common with hot products in high demand. There's more to this story. ????First is the way Google started the Nexus 4's sales. With no presales available, people were champing at the bit to get the phone the second orders opened up. Google initially said it'd start Nexus 4 sales on November 13th, with no specific time; later, word got out that the floodgates would open at 9 a.m. PT that day. Plenty of Android enthusiasts planned their days around that schedule to make sure they wouldn't end up empty-handed. ????But then Google randomly started the sales about 15 minutes early, with no announcement and no warning. And then things really went to hell: The company's Play Store buckled under the pressure of incoming traffic and became almost unusable. Even if you managed to get a Nexus 4 in your shopping cart, the site would repeatedly hiccup and give you errors before you could check out. ????Soon, Google's storefront started randomly switching between showing the phone as available and showing it as "coming soon." That level of barely-usable business went on much of the day. With enough work,?you?could?often place an order?-- but it took an awful lot of effort. I chatted with scores of people who?spent hours trying to make it happen. |
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