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TERJEMAHAN CASE STUDY CHAPTER 7
Tiga raksasa internet - google, microsoft, dan apel - berada dalam perjuangan epik untuk mendominasi pengalaman internet Anda. mereka bersaing di beberapa font: konten digital, dari musik dari video dan buku-buku untuk dijual di toko online mereka: perangkat fisik, dari iphone apple untuk ponsel android google, untuk microsoft windows 8 ponsel. dan jangan lupa mereka alloffer tablet juga. hadiah adalah proyeksi $ 400.000.000.000 e-commerce pasar pada tahun 2015 di mana perangkat akses utama akan menjadi smartphone atau komputer tablet. setiap perusahaan menghasilkan jumlah yang luar biasa dari kas berdasarkan model bisnis yang berbeda dan menggunakan uang yang dengan harapan menjadi anjing atas di internet
Dalam laga segitiga ini, pada satu titik atau lain, setiap perusahaan telah bersekutu dengan salah satu dari dua musuh utama mereka untuk bergabung di ketiga. dua perusahaan - google dan apple - bertekad untuk mencegah microsoft dari memperluas dominasinya di luar desktop PC dan ke platform mobile baru. jadi google dan apel adalah temannya. tetapi ketika datang ke ponsel dan aplikasi, google dan apel adalah musuh: keduanya ingin mendominasi pasar ponsel. apple dan microsoft yang determinate untuk mencegah google perluasan dari luar dominasinya di pencarian dan periklanan. sehingga apel dan microsoft adalah temannya. tetapi ketika datang ke pasar mobile untuk perangkat dan aplikasi, apple dan microsoft adalah musuh. google dan microsoft adalah musuh sekadar dalam berbagai pertempuran. Googe sedang mencoba untuk melemahkan pc dominasi software microsoft, dan microsoft sedang mencoba untuk masuk ke pasar iklan pencarian dengan bing.
Internet, bersama dengan perangkat keras dan aplikasi perangkat lunak, akan melalui ekspansi besar. perangkat mobile dengan fungsi canggih dan akses internet di mana-mana dengan cepat mendapatkan pada komputasi desktop tradisional sebagai yang paling populer dari komputasi, mengubah dasar untuk kompetisi di seluruh industri. beberapa analis memprediksi bahwa pada tahun 2015, perangkat mobile akan mencapai sebagian besar lalu lintas internet. hari ini, perangkat mobile menyumbang sekitar 30 persen dari lalu lintas di web. perangkat mobile internet ini dimungkinkan oleh awan tumbuh kapasitas yang tersedia untuk siapa saja dengan konektivitas smartphone dan internet komputasi. yang membutuhkan PC desktop lagi ketika Anda dapat mendengarkan musik dan menonton video kapan saja, di mana saja pada perangkat mobile? itu tidak mengherankan kemudian, tht teknologi raksasa hari ini hari ini teknologi begitu agresif batling untuk menguasai dunia ponsel baru yang berani.
Apple, google, dan microsoft sudah bersaing dalam berbagai macam bidang. google memiliki tepi besar dalam periklanan, berkat itu dominasi dalam pencarian internet. microsoft menawarkan, bing, memiliki sekitar 5 persen dari pasar pencarian, dan sekitar 80 persen milik google. apel adalah pemimpin dalam aplikasi perangkat lunak mobile, berkat popularitas toko app untuk iPhone-nya. google dan microsoft memiliki aplikasi persembahan kurang populer di web. microsoft masih menjadi pemimpin dalam sistem operasi pc, namun telah berjuang dengan banyak upaya lainnya, termasuk perangkat keras smartphone dan perangkat lunak, komputasi berbasis cloud aplikasi perangkat lunak mobile dan portal internet yang meskipun konsol dan game Xbox microsoft yang populer, mereka menyumbang kurang thn 5 persen dari pendapatan microsoft (sisa pendapatan berasal dari windows XP, WINDOWS 7, DAN WINDOWS VISTA MASIH SISTEM OPERASI sekitar 90 persen dari dunia PC, OS android google dan Ios apel ADALAH DOMINAN PLAYER DI MOBILE THE komputasi pasar, dan ketiga perusahaan ini sekarang menyadari bahwa pasar ini hanya akan meningkatkan ukuran dan ruang lingkup maju.
Apple memiliki beberapa keunggulan yang akan melayani dengan baik dalam pertempuran untuk mobile supremacy.it yang kebetulan bahwa sejak internet meledak dalam ukuran dan popularitas, demikian juga pendapatan didapple, yang mencapai lebih dari $ 108 milyar pada 2011, naik dari 65% miliar sebelumnya tahun meskipun dan angoing penurunan ekonomi. iMac, iPod, dan iPhone memiliki kontribusi untuk sukses besar perusahaan di era internet, dan ipad telah mengikuti tren profitabilitas yang ditetapkan oleh produk-produk sebelumnya. apel memiliki basis pengguna setia yang terus tumbuh dan sangat mungkin untuk membeli produk masa depan dan persembahan.
Nominal alasan untuk popularitas iphone, dan optimisme seputar smartphone internet dilengkapi secara umum, telah menjadi keberhasilan pelaksanaan app store. Pilihan hidup aplikasi membedakan penawaran apel dari para pesaingnya, dan memberikan apel kepala terukur sart dalam smartphone yang dilengkapi secara umum, telah menjadi keberhasilan App Store. Pilihan hidup dari aplikasi (apps) membedakan penawaran Apple dari para pesaingnya ', dan memberikan perusahaan suatu Kepala terukur mulai di pasar ini. Apple sudah menawarkan lebih dari 250.000 aplikasi untuk perangkat tersebut, dan Apple mengambil potongan 30% dari seluruh penjualan aplikasi. Aplikasi sangat memperkaya pengalaman menggunakan perangkat mobile, dan tanpa mereka, prediksi untuk masa depan Internet mobile tidak akan hampir sama terang. Siapa pun yang menciptakan set paling menarik dari perangkat dan aplikasi akan menurunkan suatu kompetitif yang signifikan keuntungan atas perusahaan saingan. Sekarang,perusahaan yang Apple. Namun perkembangan smartphone dan mobile Internet masih dalam masa pertumbuhan.
Google telah bertindak cepat untuk memasuki pertempuran untuk supremasi ponsel sementara itu masih bisa 'menang', diperbaiki lagi merusak nya hubungan dengan Apple, mantan sekutunya, dalam Proses. Karena semakin banyak orang beralih ke ponsel komputasi sebagai metode utama mereka untuk mengakses Internet, Google secara agresif menyusul bola mata. Google sekuat ukuran yang jaringan periklanan. Dengan pergeseran yang akan datang menuju komputasi mobile menjulang, itu ada kepastian bahwa hal itu akan mampu mempertahankan yang dominan posisi dalam pencarian. Itu sebabnya dominan secara online perusahaan pencarian mulai mengembangkan mobile sistem operasi dan Nexus One yang masuk ke dalam pasar smartphone. Google berharap untuk mengontrol takdir sendiri dalam dunia yang semakin mobile. Upaya Google untuk mengambil Apple mulai saat itu mengakuisisi Android, Inc, pengembang Sistem operasi mobile dengan nama yang sama. Tujuan awal Google adalah untuk melawan Microsoft mencoba untuk memasuki pasar perangkat mobile, tetapi Microsoft sebagian besar tidak berhasil. Sebaliknya, Apple dan Research In Motion, pembuat populer Seri BlackBerry smartphone, mengisi kekosongan. Google terus mengembangkan Android, menambahkan fitur bahwa persembahan Apple kekurangan, seperti kemampuan untuk menjalankan beberapa aplikasi sekaligus. Setelah awal serangkaian kuning, prototipe menarik, adaponsel Android sekarang dilengkapi yang secara fungsional dan estetis kompetitif dengan iPhone. Sebagai contoh, Motorola Droid adalah berat diiklankan, menggunakan slogan "Semuanya Idont ... Droid Apakah. " Google telah sangat agresif dengan yang masuk ke pasar komputasi mobile karena prihatin tentang preferensi Apple untuk 'tertutup', standar proprietary pada ponsel nya. Ini ingin smartphone memiliki platform proprietary non terbuka di mana pengguna bisa leluasa menjelajah Web dan menarik aplikasi yang bekerja pada berbagai perangkat yang berbeda. Apple percaya perangkat seperti smartphone dan tablet harus memiliki standar proprietary dan menjadi dikontrol ketat, dengan pelanggan yang menggunakan aplikasi pada perangkat ini yang telah di-downloaddari App nya Store. Jadi Apple mempertahankan final mengatakan apakah atau tidak pengguna mobile dapat mengakses berbagai layanan di Web, dan itu termasuk layanan yang diberikan oleh Google. Google tidak ingin Apple untuk dapat memblokir dari menyediakan nya layanan di iPhone, atau smartphone lain. Profil contoh tinggi dari keinginan Apple untuk menangkis
Google terjadi setelah Google berusaha untuk menempatkan nya Program manajemen pesan suara, Google Voice, ke iPhone. Apple dikutip masalah privasi di mencegah upaya Google. Segera setelah itu, CEO Google Eric Schmidt melangkahturun dari jabatannya di papan direktur Apple.Sejak keberangkatan Schmidt dari papan Apple, dua perusahaan telah dalam perang habis-habisan. Mereka telah berjuang selama akuisisi profil tinggi, termasuk perusahaan iklan mobile AdMob, yang itu sangat dicari oleh kedua perusahaan. AdMob menjual iklan banner yang muncul di dalam ponsel aplikasi, dan perusahaan adalah pada pemotongan tepi mengembangkan metode baru mobile iklan. Apple dekat dengan kesepakatan dengan start-up ketika Google menukik dan membeli AdMob sebesar $ 750 juta saham. Google tidak berharap untuk mendapatkan sesuatu yang dekat dengan itu pengembalian dari kesepakatan itu, tapi itu bersedia membayar premi untuk mengganggu upaya iklan mobile Apple.
Tidak terpengaruh, Apple membeli pesaing atas Quattro Wireless untuk $ 275.000.000 pada bulan Januari 2010. Kemudian ditutup layanan pada bulan September itu Tahun mendukung platform iklan iAd sendiri. IAD memungkinkan pengembang program di Apple App Store untuk iPhone, iPad, dan iPod Touch ke Iklan embed dalam perangkat lunak mereka. Apple akan menjual iklan dan memberikan pengembang aplikasi 60 persen dari iklan pendapatan. Apple telah lebih dari bersedia untuk menggunakan taktik sama agresif untuk memperlambat kompetisi ke bawah. Apple menggugat HTC, ponsel Taiwan produsen telepon ponsel Android dilengkapi, mengutip pelanggaran hak paten. CEO Apple Steve Jobs secara konsisten dihancurkan Google di pers, karakteristik perusahaan sebagai pengganggu dan mempertanyakan etika nya. Banyak analis berspekulasi bahwa
Apple mungkin mengambil gambar di Google dengan bekerja sama dengan mitra yang tidak terpikirkan hanya beberapa tahun yang lalu: Microsoft. Laporan berita menyatakan bahwa Apple sedang mempertimbangkan mencolok kesepakatan dengan Microsoft untuk membuat Bing pencarian default mesin pada kedua iPhone dan Apple Web Browser. Ini akan menjadi pukulan bagi Google, dan anugerah untuk Microsoft, yang akan menerima banyak diperlukan dorongan untuk layanan pencarian bibit nya. Perjuangan antara Apple dan Google tidak akan peduli banyak jika tidak ada begitu banyak Potensi uang yang dipertaruhkan. Miliaran dolar menggantung di keseimbangan, dan sebagian besar uang yang akan berasal dari iklan. App penjualan lain komponen penting, terutama untuk Apple. Buah Apel memiliki kelebihan dalam pilihan dan kualitas aplikasi, tetapi sedangkan penjualan telah cepat, pengembang memiliki mengeluh bahwa membuat uang terlalu sulit. seperempat dari 250.000 aplikasi yang tersedia pada awal 2010 bebas, yang membuat tidak ada uang untuk pengembang atau untuk Apple tetapi tidak membawa konsumen ke
Pasar apple di mana mereka dapat dijual lainnya aplikasi atau layanan hiburan. Google sementara itu bergerak agresif untuk mendukung produsen handset yang menjalankan nya Sistem operasi Android dan dapat mengakses nya layanan online. Apel mengandalkan penjualan perangkat yang untuk tetap menguntungkan. Hal ini tidak punya masalah dengan sejauh ini, namun Google hanya perlu untuk menyebarkan nya jaringan iklan ke perangkat tersebut untuk membuat keuntungan. Bahkan, beberapa analis berspekulasi bahwa Google membayangkan masa depan di mana ponsel biaya pecahan apa yang mereka lakukan hari ini, atau bahkan gratis, membutuhkan hanya pendapatan iklan yang dihasilkan oleh perangkat untuk menghasilkan keuntungan. Apple berjuang untuk tetap kompetitif dalam lingkungan ini. Jobs memiliki terus kebun Apel ditutup untuk alasan sederhana: Anda memerlukan perangkat Apple untuk bermain di sana. Tiga-cara perjuangan antara Microsoft, Apple, dan Google benar-benar tidak memiliki preseden dalam sejarah platform komputasi. Dalam kontes awal itu itu biasanya sebuah perusahaan tunggal yang naik puncak dari teknologi baru untuk menjadi pemain dominan. Contohnya termasuk IBM dominasi pasar mainframe, Digital Equipments dominasi minicomputer, dominasi Microsoft PC sistem operasi dan aplikasi produktivitas, dan dominasi Cisco Systems Internet pasar router. Dalam perjuangan saat ini tiga perusahaan berusaha untuk mendominasi pengalaman pelanggan di internet. Setiap perusahaan membawa kekuatan tertentu dan kelemahan untuk keributan. Akankah perusahaan tunggal "Menang", atau ketiga akan bertahan kontes untuk konsumen pengalaman internet? Ini masih terlalu dini untuk memberitahu.

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