Go homepage(回首页)
Upload pictures (上传图片)
Write articles (发文字帖)

The author:(作者)
published in(发表于) 5/20/2016 5:46:46 AM
Hirai, Sony will never fail,

English

中文

Hirai, Sony will not bankrupt-Hirai, Sony-IT information

In the spring of 2008, one Japan entrepreneurs visited Beijing's Zhongguancun into a video game shop, shop assistants under the recommendation of debauchery and Mao, immersed in a crack the PSP version of the game machine unable to extricate themselves. He felt very sour, and simply buy a back to Japan, urged the dismantling of staff this is the Chinese "improving" the Japan game, and V3 boards to develop anti-piracy. Since then, the PSP hack who went through a dark period, followed by Sony PS4 more is the best anti-piracy technology, has yet to crack--this is really extreme, other entrepreneurs the word hung in the mouth really ought to seriously consider.

Don't have to guess, you know, referred to above, the Japan entrepreneurs is Hirai. He is a man of Japan's elite families, but did not inherit the father's career like a traditional Japanese; he was once an ordinary salesman, is now the CEO of the consumer electronics giant Sony; he was Chinese cable fans affectionately known as "Uncle".

Crisis of Sony

1980 Japan, from economic development to pre-bubble peaks. Young Hirai in the United States to study, may be subject to State "situation is excellent," calling him from the United States to return to Japan to stay in school. After graduating from the grass-roots workers joined Sony. "Want to try it as a Japanese, on Japan University, Japan company. , "Hirai said.

Early in his career, Hirai has been appreciated by shanmaoxiong – the Sony venture one of 100 senators, pill shanmaoxiong in 1993 with "father of the PlayStation" jiuduoliangmujian set up Sony Computer Entertainment (Sony Computer Entertainment and SCE for short). With great eloquence, known for European and American culture and their own marketing talent, he will soon stand out in peer, often accompanied by Maruyama, starting in various activities.

The end of 1994, PlayStation's release marked the early host Sony entered the video game industry. As the world's largest gaming market in North America, Nintendo and Sega's site had previously.

How to hold reached the North American market? Jiuduoliangmujian pill shanmaoxiong next to the tidy, well-mannered young man. In August 1995, in the United States School of Hirai, familiar with the North American market, "recruitment", was transferred to Sony Computer Entertainment United States Branch (SCEA). In July 1996, he was promoted to the SCEA Executive Vice President and Chief Operating Officer.

Turn on offline channels, not Nintendo's own stores of Sony model, but another way to choose to cooperate with shopping malls, game stores, and convenience stores, Hirai often riveting foot drove in person to negotiate with businesses all over. Hirai's strategy was very effective. On October 26, 2000, the PlayStation 2 the hosts put on sale in North America, a predetermined amount alone exceeded 1 million, when a record $ 250 million turnover and even Europe are available for sale at a substantial delay.

In 2001 the global economic recession, the dot-com bubble, Sony failed to transition to the new trend. Bad internal jockeying with the external environment, the backlog of problems into huge losses for fiscal year 2002. After the announcement, Sony shares fell by 25% for 2 consecutive days, and Japan stock markets of high-tech stocks have plunged, leading the Nikkei index fell sharply, known to history as the Sony shock (Sony Shock).

Once mired in middle-aged Shock, portly Hirai

In 2005, had previously been dominated by Sony, the PS3 era was the Nintendo Wii and Microsoft Xbox 360 crossfire. Vain and bossy jiuduoliangmujian on PlayStation 3 (PS3) have too much effort. He positions the PS3 for home multimedia platforms, adding a $ 400 million joint venture with Toshiba to develop the CELL processor, Blu-ray disc as the gaming medium; therefore, the PS3 launched one year later than Microsoft's Xbox 360 a whole, twice times the price and Nintendo Wii also has been unable to mass produce. This caused Sony is only their dismal sales figures.

Good PS3 funding black hole caused earnings SCE deficit four years in a row, and losses worth more than 200 billion yen.

In 2006 foreign CEO Howard Stringer took office. After that, Sony had at least 5 times for restructuring, and strive to break down barriers between departments, once containing losses since fiscal 2002. Unfortunately, did not last long, Sony has suffered with the world financial crisis of 2008, a strengthening yen make global layout of Sony profits suffered a severe recession. Since Stringer took over Sony's market value more than $ 50 billion, falling to $ 25 billion.

During that time, many people poking fun at Sony can only rely on job cuts or sell the building to maintain net profit growth, "Sony closed down" rumors.

A Savior

Recalling Hirai's career, he's been active in Sony's 20 years of turbulent transition. He promoted was accompanied by a crisis resolved, is the fire team leader.

On the 1997 E3, Hirai on a new stage of life. As COO of SCEA, he stood in front of the spotlight for the first time on behalf of Sony's new product, he gave Hall bring posterity of all players relish the Deluxe game lineup, such as the final fantasy 7, Metal Gear Solid, the Convention of resident evil 2. In the battle for the Christmas sales in the same year, PS hosts a month of more than 3 million units sold, sweeps have long been Nintendo's N64 pressing situation.

In December 2006, a new generation of product research and development costs and hardship to the PS3, Hirai again stepped in as jiuduoliangmujian Deputy, for many years he was finally righting, and become President and CEO of SCE, officially in charge of PlayStation Empire.

After taking office, Hirai immediately changed the PS3 's sales strategy, redefining it as a gaming machine. Core players strive for attention, step by step, emphasizing its strong social and multimedia capabilities to attract consumers.

In compression hardware costs, reduce the price at the same time, Hirai also attaches great importance to the third-party game development, of the uncharted series, Metal Gear Solid 4 guns of the Patriots launch PS3 exclusive masterpiece of gaming fun are mining again. With the release of the PS3 slim, SCE, Sony began to pick up rare performance of its business.

As at March 31, 2007, up to 230 million in sales of the PlayStation series host, making the Sony Walkman to the world's most successful products. PS3 and eventually to more than 83.6 million cumulative sales surpass Xbox 360, reinforcing the dominance of Sony in the host game. From the bottom of the table ahead of PS3 's counter attack was thought to be most dramatic turn in the history of gaming consoles.

Shine if Hirai hadn't completely was overshadowed by strong jiuduoliangmujian, lead the PlayStation to take victory, you can't ignore the youth leader at Sony headquarters.

"Sony is going to collapse," the rumors all the time, with a global vision, with outstanding ability and Albert PS is "root seedlings of red" Sony's Hirai foster's own executives naturally save Sony's best candidates. On April 1, 2012, he officially became President and CEO of Sony Corporation.

That headline was "mired in mud loss Sony again, change". First, the outside world not how good the United States backed Japan executives. Have know comment, facing the devastation of Sony, Hirai doing well is Deng Xiaoping, is does a good Emperor Chongzhen.

Hirai came to reform similar to the Stringer, stripping weaker performance of its business, strengthen the core business with products with the advantages.

In addition to the layoffs of more than 10,000 people, he decided to sell headquarters building in Tokyo and New York, sells joint venture of Sony and sharp LCD Panel (LCD) shares in the company, to sell chemical business Japan Development Bank. He even the best CEO Nobuyuki Idei was most proud of from Sony VAIO Series notebook stripped out.

Hirai's new deal not only cuts the cost of Sony, has inspired a sense of crisis and sense of innovation among employees, Sony's financial situation began to improve. Hirai in his first year in the 2012 fiscal year, Sony to stanch losses, achieved more than 40 billion yen in net profit. But profits mainly from asset sales in Sony's core business remains to be improved.

Subsequently, Hirai put forward the "One Sony" strategy, hopes to break the "sector" wall, internal collaboration, making Sony return to the overall innovation. As the flagship phone Xperia camera CyberShot features using the original image sectors, screen BRAVIA Engine technology in the television sector. So as to avoid the waste of resources and low efficiency problem, Sony in the past four divisions to produce four kinds of products to counter the iPad is no longer.

A7 series full frame micro, Xperia Series handsets as well as the latest generation of the PlayStation 4 hosts, is Sony's Hirai times area of focus, strengthen the core advantages of the product. Hirai said: "this is our technology sharing between business units showed, it is One of the Sony product strategy. ”

On April 29, 2016, 2015 years performance report released by Sony, and revenue of $ 71.732 billion, and finally achieve real turn from loss to profit, net income of $ 1.308 billion. This is Hirai took office four years to produce one of the most beautiful answer.

Lovely and powerful "Uncle"

The night of March 28, 2016, Beijing's Wangfujing Street Sony Store held a "cable-pink night" activities as a mystery guest Hirai of the final stage, at the end thanked Mr, suddenly spotted a reporter holding Olympus camera in his portrait.

He was a sudden turn, said Sony will give you more excellent products for hosting emotional, although it was used was Olympus, I believe he will change his mind, as Sony's user. There was awkward laughter. Hirai went on to raise his eyebrows, pursed lips, threw back his head sideways pose a blamed difficult pose, with the index finger pointed at each other and said, "You should be ashamed."

Finish this sentence, one second was a straight face, he instantly relaxed, the audience roared with laughter. But for a few seconds, he resumed serious look carefully question each other, "So would buy a Sony Camera today?" Site immediately sounded the "buy buy buy" or "Buy Buy Buy" chants.

This put on a traditional Japan enterprises, enterprises being disrespectful to fans, that is on the bow of apology. But at Sony, Hirai, and this ridicule there will be no trace of endearingly or disrespectful, but reveals a certain kind.

"Uncle", "guardian uncle's smile" (to buy Sony products, Hirai smiled), which is associated with "Sony Dafa is good," "faith recharge" the language development of a Sony fan, but as a way to express their love for Sony brand.

This powder are willing to bow down and cable friendly temperament leader, demonstrated in the face of adversity, but another quick look. Here I must mention is he in the PSN (PlayStation Network) spill in the performance.

In January 2010, had cracked iPhone United States cracked PS3 hacker GeoHot announced that took five weeks. Hirai immediately ordered legal action against hacker GeoHot.

Like throwing a stone into a pool, followed by a hacker by listening for the PS3 and PSN network traffic and found, Sony secretly transmit user data, PSN above the credit card number is sent by using plain text, can be easily captured. Anonymous hacker groups took the lead in launching DDos attacks on the PSN, claims for technology free to give Sony a little warning.

This has led several paralyzed PSN, Sony's official response is: network is down for maintenance. Until a week later, Hirai and SCE announce PSN until the closure of the real reasons: more than 77 million people, including 10 million user's credit card information and password leakage.

The Hirai, SCE is pushed to the forefront of public opinion. War veteran Hirai no disarray, but a hard command repairs while out mihunzhen delay time. Until finally there are hackers, according to bear, bundled information on 2 million PSN users on the Internet, public opinion began to move from Sony, the crowd's anger turned to hacker.

At this point in time, Hirai has held an emergency news conference for the PSN events. Opening the press conference, he led the SCE Executive to take a bow and apologize for 7 seconds, then compensation package announced: in addition to the upgraded security measures, will also give the player with several game masterpiece, free member services and so on.

Hirai calm and courage to the people left a deep impression. It seems nothing can stop his feet, awaiting his next is how to take Sony out of bankruptcy, to rejuvenation.

At this year's CES keynote, Hirai pretending to accidentally release his avatar spoof of the MEME. Because his pictures often parody, then posted on social networks, to express "abhorrence and reluctantly" hysteria. His delicate as serious, relaxed laugh this contrast is easily lit up the Internet itself. Also at the CES show he did not mind.

It could be Sony two years being one of everyone's favorite causes: no need to carry this play to play, the seriously seriously. Hirai also become Sony's largest brand, such as mascot-like existence. He may also not realize that Sony fans in China, has been kind to him as a family – "uncle."


有平井一夫在,索尼绝不会破产 - 平井一夫,索尼 - IT资讯

2008年的春天,一位日本企业家到访北京中关村一家电玩店,在店员声色并茂的推荐下,沉浸在一台破解版PSP游戏机无法自拔。他倍感酸爽,干脆买一台带回了日本,督促手下员工拆解这台被中国人“改良”过的日本游戏机,并针对性地研发出了反盗版的V3主板。自此,PSP破解者们经历了一段黑暗时期,随后索尼公司推出的PS4更是把反盗版技术做到极致,至今仍未被破解——这才叫极致,其他把这个词挂在嘴巴的企业家真该好好反思。

不用猜你也知道,上面提到的这位日本企业家就是平井一夫。他出身日本的精英家庭,但没有像传统日本人一样继承父辈的事业;他曾是一名普通的销售员,如今是消费电子巨擘索尼公司的CEO;他被中国索粉们亲切地称为“姨夫”。

危机渐起的索尼

1980年代的日本,经济发展至泡沫前的顶峰。年轻的平井一夫在美国求学,或许是受到国家“形势一片大好”的感召,他从美国回到日本继续上学。毕业后又以基层人员的身份加入了索尼公司。“想尝试作为一个日本人,上日本的大学,到日本的公司工作。”平井一夫曾这样说。

在职业生涯早期,平井一夫就得到了丸山茂雄的赏识——作为索尼创业100名元老之一,丸山茂雄在1993年与“PlayStation之父”久多良木健一起创办了索尼电脑娱乐(Sony Computer Entertainment,简称SCE)。凭着出众的口才、对欧美文化的熟知以及自身的行销天赋,他很快在同龄人中脱颖而出,开始经常陪同丸山出席各种活动。

1994年底,PlayStation初代主机的发布标志着索尼正式进军游戏机产业。作为全球最大游戏市场的北美,此前一直是任天堂与世嘉的地盘。

如何在北美市场站稳住脚?久多良木健想起丸山茂雄身旁那位谈吐得体、文质彬彬的年轻人。1995年8月,曾在美国上学、熟悉北美市场的平井一夫“应召入伍”,被调入索尼电脑娱乐美国分公司(SCEA)。1996年7月,他更升任SCEA执行副总裁兼首席运营官。

在打开线下渠道上,索尼没有走任天堂的自营店模式,而是另辟蹊径,选择与商场、游戏店和便利店合作,铆足劲儿的平井一夫经常亲自开车到各地与商家谈判。平井一夫的策略非常奏效。2000年10 月26日,PlayStation 2主机在北美发售,单单是预定量就突破一百万台,当天创下2.5亿美元的营业额,甚至导致欧洲区发售大幅度延迟。

2001年全球经济衰退、互联网泡沫,索尼公司并没有成功转型以适应新潮流。内部的相互倾轧加上外部环境的恶劣,种种问题的积压转化为2002年财年的巨幅亏损。业绩公布之后,索尼股票连续2天下跌25 %,并引发日本股市的高科技股纷纷跳水,导致日经指数大幅下跌,史称索尼震撼(Sony Shock)。

曾陷入中年Shock、发福的平井一夫

到2005年,此前一直占绝对优势的索尼,在PS3时代遭到任天堂Wii和微软Xbox 360的夹击。自负又专横的久多良木健对PlayStation 3(PS3)寄予太多心血。他将PS3定位为家庭多媒体平台,加入了与东芝合资4亿美元开发的CELL处理器,采用蓝光光盘作为游戏介质;因此,PS3推出的时间比微软Xbox 360整整晚了一年,售价又是任天堂Wii的两倍,还迟迟无法量产。这给索尼带来的只能是惨淡的销售数字。

PS3的资金黑洞也造成此前盈利甚好的SCE连续亏损四年,亏损金额超过2000亿日元。

2006年外籍CEO霍华德·斯金格上任。在这之后,索尼至少进行过5次机构重组,努力打破部门间的藩篱,曾一度遏制自2002财年以来的亏损。不幸没过多久,索尼与世界一同遭受到了2008年的金融危机,日元升值让全球化布局的索尼获利遭受严重衰退。索尼的市值从斯金格接手时的超过500亿美元,跌至250亿美元。

那段时间,不少人调侃索尼只能靠裁员或卖大楼来维持净利润增长,“索尼快倒闭了”的传言纷起。

成为救世主

回顾平井一夫的职业生涯,他的身影活跃于索尼动荡转型的这20年。他每次的晋升都伴随着一场危机的化解,堪称救火队长。

1997年的E3大展上,平井一夫走上人生的新舞台。作为SCEA的COO,他第一次站在镁光灯前代表索尼公司介绍新品,他给会场的所有人带来令后世玩家津津乐道的豪华游戏阵容,如《最终幻想7》、《合金装备》、《生化危机2》。在同年的圣诞销售大战中,PS主机一个月的销量就超过300万台,一扫长期被任天堂产品N64压制的局面。

2006年12月, 新一代产品PS3陷入研发和成本困境,平井一夫再次临危受命,担任久多良木健副手多年的他终于被扶正,成为SCE的总裁、CEO,正式执掌PlayStation帝国。

上任之后,平井一夫随即改变了PS3的销售策略,重新将它定义为一台游戏机。先争取核心玩家的关注,再步步为营,强调其强大的社交和多媒体功能,以吸引大众消费者。

在压缩硬件成本、降低售价的同时,平井一夫也非常注重第三方游戏的开发,《神秘海域》系列、《合金装备4爱国者之枪》等独占大作的推出让PS3的游戏趣味被重新挖掘。随着PS3 slim的发售,SCE成为索尼公司旗下少有的业绩开始回升的企业。

截至2007年3月31日止,PlayStation系列主机的销售量高达2.3亿台,成为继Walkman后全球最为成功的索尼产品。PS3最终也以8360多万台的累计销量超越Xbox 360,再次确立索尼在主机游戏的优势地位。从垫底到反超,PS3的逆袭被认为是游戏主机史最戏剧性的转折。

如果说此前平井一夫的闪光点完全被久多良木健的强势光芒所掩盖,带领PlayStation重夺胜利,则让索尼总部无法忽略这位的青年领袖。

在“索尼快要倒闭了”的传言不绝于耳的时候,具备全球视野、凭借出众能力打下PS伟业并且是“根正苗红”索尼培养的嫡系高管的平井一夫自然成为挽救索尼的最佳人选。2012年4月1日,他正式出任索尼公司总裁兼CEO。

当时的新闻标题是“深陷亏损泥淖的索尼,再度改朝换代”。一开始,外界不怎看好这位有美国背景的日本高管。有知乎网友评论,面对着满目疮痍的索尼,平井一夫干得好就是邓小平,干不好就是崇祯。

平井一夫上台后的改革思路与斯金格相似,即剥离业绩疲弱的业务,强化具有优势的核心业务与产品。

除了裁员超过1万人,他还决定出售东京及纽约总部的大楼,出售索尼与夏普合资的液晶面板(LCD)公司的股份,把化学业务卖给日本发展银行。他甚至把曾经的最佳CEO出井伸之最自豪的VAIO系列笔记本也从索尼剥离了出去。

平井一夫的新政不仅大幅削减了索尼的成本,也激发出员工之间的危机感与创新感,索尼的财务状况开始好转。平井上任第一年的2012财年,索尼止住亏损,实现400多亿日元的净利润。但盈利主要来自资产甩卖,索尼的核心业务还有待改善。

随后,平井一夫提出“One Sony”战略,希望以此打破“部门墙”,强调内部协作,使索尼回归到整体的创新之中。如旗舰手机Xperia的摄像头采用原来影像部门的CyberShot功能,屏幕采用电视部门的BRAVIA引擎技术。从而避免了资源浪费、效率低下的问题,过去索尼四个部门生产四种产品以对抗iPad的情况不再。

A7系列全画幅微单、Xperia系列手机以及最新一代的PlayStation 4主机,都是平井时代索尼保持专注、强化核心优势领域的产品。平井一夫表示:“这是我们业务部门之间技术分享的展现,它是One Sony的战略产物。”

2016年4月29日,索尼公司公布了2015年的业绩报告,营收717.32亿美元,终于实现真正的转亏为盈,净利润13.08亿美元。这是平井一夫就任四年交出的最亮丽的一份答卷。

可爱又厉害的“姨夫”

2016年3月28日晚,北京王府井的Sony Store举行了一场“索粉之夜”活动,作为神秘嘉宾最后登场的平井一夫,在感谢致辞的最后,忽然瞄到眼前有一位记者正拿着奥林巴斯的相机朝着他拍照。

他话锋一转,表示索尼今后会给大家带来更多寄存情感的优秀产品,尽管现在有人用的是奥林巴斯,相信他会很快改变想法,成为索尼的用户。现场响起了一些尴尬的笑声。平井一夫接着扬起眉毛、撅着嘴唇、仰着头部,侧着身子摆出一个指责刁难的姿势,用食指指着对方说,“You should be ashamed.”

说完这句话,上一秒还是一脸严肃状的他瞬间放松下来,全场一起哄堂大笑。不过几秒,他又恢复严肃的神情,认真质询对方,“So would buy a Sony Camera today ?”现场立马响起了“买买买”、“Buy Buy Buy”的呐喊声。

这要放到一家传统的日本企业,企业负责人如此对粉丝大不敬,那可要到鞠躬谢罪的份上。但是放在索尼,放在平井一夫身上,这种调侃不会有一丝违和或不敬,反而透露出某种亲切。

“姨夫”,“守护姨夫的笑容”(多买索尼的产品,这样平井一夫就笑了),这是伴随“索尼大法好”、“信仰充值”发展而来的一套索尼粉丝的语言,更成为他们表达对索尼品牌热爱的一种方式。

这个愿意放下身段与索粉交好的气质领袖,在面对逆境时所展现的又是另一幅雷厉风行的模样。这里不得不提的是他在PSN(PlayStation Network)泄漏事件中的表现。

2010年1月,曾经破解过iPhone的美国黑客GeoHot宣布花了五周成功破解PS3。平井一夫旋即下令将对GeoHot等黑客采取法律行动。

一石激起千层浪,随后有黑客通过监听PS3与PSN的网络通信后发现,索尼在偷偷传输用户数据,PSN上面的信用卡号码都是用纯文字发送,可以被轻易攻下。黑客团体Anonymous率先发起对PSN的DDos攻击,宣称要为技术自由给索尼一个小小的警告。

此举导致PSN数度瘫痪,索尼官方给出的回应是:网络正在维护。直到一周后,平井一夫与SCE才公布PSN关停的真正原因:超过7700万的用户资料、包括1000万用户的信用卡资料和密码外泄。

这将平井一夫和SCE推到舆论的风口浪尖。商战经验丰富的平井没有自乱阵脚,而是一面努力指挥技术修复工作,一面放出迷魂阵拖延时间。直到终于有黑客按耐不住,在网上捆绑销售200万PSN用户的资料,舆论的压力开始从索尼转移,群众的怒火转向了黑客。

在这个时间点,平井一夫紧急召开了针对此次PSN事件的新闻发布会。发布会开场,他带领SCE的高管来了个长达7秒钟的鞠躬道歉,随后公布补偿方案:除了升级安全措施,还会给玩家提供数款游戏大作,赠送免费的会员服务等等。

平井一夫应对自若的表现与魄力给众人留下了深刻印象。似乎没有什么能阻挡他前进的脚步了,接下来等待着他的是如何带索尼走出破产,走向复兴。

在今年CES的演讲上,平井一夫假装不经意地放出恶搞他本人头像的MEME图。因为他的照片经常被人们恶搞,随后发布在社交网络,以表达那种“深恶痛绝又无可奈何”的狂热情绪。他严肃时的清秀,放松时的狂笑,这种强烈反差本身就很容易在互联网上火起来。他在CES上的行为也显示出自己并不介意。

这可能是索尼这两年广受大家喜爱的原因之一:没必要端着,该玩就玩,该认真就认真。平井一夫本人也成为索尼最大的品牌形象,如吉祥物般的存在。可能他自己也没有意识到,索尼在中国的粉丝,已经亲切的把他当成了家人——“姨夫”。







If you have any requirements, please contact webmaster。(如果有什么要求,请联系站长)




QQ:154298438
QQ:417480759