三星叫苦不迭 唯快不破理念的教訓
What Samsung lacks inoriginality, it has always made up for with speed.
三星(Samsung)一直用速度來彌補自己在原創性上的不足。
With the Galaxy Note 7, it went too fast.
就Galaxy Note 7而言，它的速度有點太快了。
Samsung’s ignominiouswithdrawal of its smartphone over the tendency of its batteries to overheat andcatch fire, has happened rapidly.
三星因Note 7電池容易過熱和着火撤下了這款手機，這一有失顏面的舉動過程很是迅速。
The Note 7 was launched in August and 2.5mwere recalled to be exchanged for new ones two weeks later.
三星Note 7於今年8月發佈，兩週後就有250萬部手機被召回以更換新機。
This week it abandoned the devicealtogether.
本週，三星徹底放棄了這款手機。
If you were not paying attention, you mighthave missed it entirely.
如果你沒有在關注的話，你可能就完全錯過了這整個過程。
That is typical Samsung.
這在三星身上很典型。
Since 1993, when Lee Kun-hee, its chairman,declared the new management initiative that transformed it from a consumerelectronics also-ran to a world-beater, it has marched very rapidly in thedirection set by its leaders.
自1993年三星會長李健熙(Lee Kun-hee)宣佈新管理計劃，將該公司從一家無足輕重的消費電子產品企業轉變爲全球佼佼者以來，該公司一直沿着其領導者確定的方向快速前行。
Samsung Electronics has notmatched Apple in innovation but has remained closely in step.
三星電子(Samsung Electronics)在創新方面比不上蘋果(Apple)，但一直緊跟它的步調。
Every product recall is painful but Samsungcontrived to turn this one into a fiasco.
所有的產品召回都是痛苦的，但三星卻把這次召回搞成了慘敗。
To be clear, the Note 7 with the newbattery is safe.
三星美國公司總裁蒂姆•巴克斯特(Tim Baxter)曾在上月致客戶的一則視頻中信誓旦旦地說：請知悉，配備新電池的Note 7是安全的。
The battery cell issue is resolved, TimBaxter, the company’s US president, pledged in a video to customers last month.
電池問題已解決。把這番話說給西南航空(SouthwestAirlines)聽吧，
Tell that to Southwest Airlines, which lastweek evacuated a jet on the runway when a Note 7 filled the cabin with smoke.
上月該航空公司因一部Note 7在機艙中冒煙而疏散了飛機上的乘客，當時飛機正停在跑道上。
The worst reputational damage occurs when acompany reveals the dark side of its competitive advantage.
如果一家公司暴露了其競爭優勢的陰暗面的話，就會導致最嚴重的聲譽損害。
That applies to the cross-selling scandalat Wells Fargo, the US retail bank, and is also true of the Note 7 affair.
這適用於美國零售銀行富國銀行(Wells Fargo)的交叉銷售醜聞，也適用於此次Note 7事件。
By rushing to replace the battery withoutpausing long enough to identify the real problem, Samsung has damaged its imageas well as suffering the $2.3bn cost of scrapping the devices.
三星在沒有花費足夠長的時間確定真正問題的情況下匆忙替換電池，這種做法破壞了其形象，它還因手機報廢蒙受了23億美元的損失。
Samsung has done something remarkable inthe past decade, as Apple has taken most of the global profits from smartphoneswith the iPhone, and competitors such as Nokia and BlackBerry have fallen bythe wayside.
三星在過去十年取得的成就是令人讚歎的，在此期間，蘋果憑藉iPhone斬獲了全球智能手機市場大部分利潤，同時諾基亞(Nokia)和黑莓(BlackBerry)等競爭對手都已中途出局。
It has not only sold more mobile devicesthan any other company but, unusually for a manufacturer of Android phones,maintained strong profit margins.
三星不僅取得了超過任何其他公司的手機銷量，而且還保持了強勁的利潤率（這對於一家安卓(Android)手機制造商而言是不同尋常的）。
Given that its Galaxy phones run on largelythe same operating software as those of rivals, including Chinese companiessuch as Huawei and Lenovo , that is a big achievement.
考慮到三星Galaxy系列手機使用的操作系統與包括華爲(Huawei)和聯想(Lenovo)等中國公司的競爭對手基本相同，能取得這種成就很了不起。
Apple controls every aspect of the iPhone,from software to hardware, allowing it easily to stand out from the crowd.
蘋果控制着iPhone的方方面面，從軟件到硬件，令其很容易脫穎而出。
Samsung can dominate the Android marketonly by making alluring hardware.
三星只能通過生產有吸引力的硬件來主宰安卓手機市場。
The ability to do that owes much to Mr Lee’s reshapingof Samsung two decades ago (Lee Jae-yong, his son, is now taking control asvice-chairman).
三星之所以能做到這一點，在很大程度上歸因於李健熙（他兒子李在鎔(Lee Jae-yong)正在接手三星，目前擔任副會長）20年前對三星的改革。
The culture that Mr Lee senior inculcated,with its emphasis on military-style discipline and rapid responses tocompetitive threats, has enabled it to match Apple’s productcycle more speedily and effectively than others.
李健熙反覆主張一種強調軍隊式紀律和快速回應競爭威脅的文化，這種文化讓三星得以比其他手機廠商更快且更高效地跟上蘋果的產品週期。
It occasionally gains an edge over Apple’s hardware,as it did before the launch of the iPhone 6 in 2014, when it pioneered largerscreens on Galaxy phones.
三星在硬件方面有時會超過蘋果，例如，在2014年蘋果推出iPhone 6之前，三星就率先推出了大屏Galaxy手機。
The Note 7 also had some distinct features:a high-definition curved screen and an iris scanner that could identify itsowner’s eyes.
Note 7也有着一些獨特的特色：高清曲面屏幕以及可識別手機主人眼睛的虹膜掃描裝置。
Mostly, though, Samsung has been a fastfollower, reproducing the most alluring aspects of Apple’s devices inAndroid form, with its own tweaks and refinements.
然而，三星多數情況下是一個動作快速的跟風者，它通過自己的細微修改和改良，將蘋果手機最吸引人的特性複製到安卓手機上。
These tactics led to a California juryawarding Apple $399m damages for patent infringement in a legal dispute thatreached the US Supreme Court on Tuesday.
這些做法導致一加州陪審團在一起法律訴訟中裁定，蘋果因三星專利侵權應獲3.99億美元賠償，此案週二已提交美國最高法院審理。
Its skill should not be underestimated.
三星的能力不應被低估。
Many companies, including Taiwan’s HTC,have tried to do the same thing with less success.
包括臺灣宏達電(HTC)在內的很多公司一直試圖做跟三星相同的事情，但不如三星成功。
As Mr Lee declared in 1993: An age iscoming where the number one can fall to the bottom and the bottom become numberone.
正如李健熙在1993年宣佈的那樣：第一名可能變成最後一名、最後一名也可能變成第一名的時代正在到來。
Samsung has combined research anddevelopment, design and marketing more powerfully than others.
與其他手機廠商相比，三星更有力地將研究與開發、設計與營銷結合在了一起。
But it grows ever harder to stay in thelead and to maintain the 23 per cent share of the global smartphone market thatprovides economies of scale.
但要保持領先地位和23%的全球智能手機市場份額（這一份額帶來規模經濟效應）變得越來越困難。
At the top end, it faces Apple and Google,which has launched the Pixel phone to gain thorough control of an Androiddevice.
在市場頂端，三星面對着蘋果和谷歌(Google)，谷歌已推出Pixel手機，以取得對一臺安卓設備的完全控制權。
At the bottom, it confronts Chineseupstarts that have studied its strategy and want to replicate it.
在市場低端，三星面對着中國的後起之秀，它們一直研究三星的戰略並希望加以複製。
This leaves little room for manoeuvre, asthe Note 7 shows.
正如三星Note 7所顯示的那樣，這沒有給三星留下多少迴旋的餘地。
Samsung has often set itself the challengeof cramming sophisticated components into a new device in time to beat thelaunch of the latest iPhone.
三星經常給自己設下這樣的挑戰：搶在最新款iPhone發佈之前，及時推出採納了各種先進組件的新款手機。
This time, it failed.
這一次，它失敗了。
The problem with the Note 7 wasover-ambition, says Sea-jin Chang, a professor at National University ofSingapore who has studied the company.
新加坡國立大學(National University of Singapore)教授、一直研究三星的張世真(ChangSea-jin)表示：Note 7的問題在於野心過大。
Faced with trouble, it should taken thetime to analyse the mistake thoroughly, but that went against its instinct notto let anything spoil its plans.
面對問題，三星應該做的是花費時間徹底分析這個錯誤，但這違背了它不讓任何事情破壞自己計劃的本能。
It found a quick fix and deployed it withcharacteristic speed and efficiency, only to discover that it was wrong.
它找到了快速解決方案，並用其典型的速度和效率付諸實施，只不過到頭來發現這方案是錯的。
The last time Samsung faced such anexistential challenge, Mr Lee senior summoned executives to a Frankfurt hoteland lectured them for three days on how it had to remake itself.
三星上次面臨這種攸關生死存亡的挑戰時，李健熙曾召集高管到法蘭克福的一家酒店，就三星該如何改變自己訓話3天。
Change everything but your wife andchildren, he instructed them, in remarks handed down like scripture within thecompany.
除了你們的老婆孩子，其他一切都要變。他指示他們，這番言論像聖經一樣在公司內部一級級傳達下去。
It is probably time for his son to callanother meeting.
現在他兒子很可能要再召集一次會議了。
