微软战略重组不到位_时事_双语阅读-查字典英语网

微软战略重组不到位

微软前首席执行官对于收购诺基亚手机业务的主要解释是，既然没有更好的主意，何不试一试呢?结果证明，这种思路不能作为稳健战略思维的基础。在高端智能手机上挑战苹果(Apple)、在市场的其他所有领域挑战整个安卓(Android)生态系统，根本没有成功的机会。

It is notable that Microsoft’s two biggest acquisitions — and, now, its two biggest write-offs —have come from Mr Ballmer’s failed attempts to chase Apple and Google. In digital advertising,the $6.3bn purchase of aQuantive was followed by a $6.2bn writedown in 2012. The remnantsof the display advertising business were shed to AOL last month. Seldom has a companyadmitted such total failure twice over.

值得注意的是，微软的两笔最大收购——现在成了两笔最大的资产减记——是鲍尔默试图追赶苹果和谷歌(Google)失败的结果。在数字广告领域，微软曾斥资63亿美元收购aQuantive，然后在2012年将其减记了62亿美元。上月，余下的展示广告业务被剥离给了美国在线(AOL)。很少有哪家公司两次承认投资完全失败。

The disasters are revealing. For better or worse, Apple relies on selling hardware for most ofits revenues, while Google is almost entirely dependent on advertising. Microsoft hasconspicuously failed at both.