华为在伦敦发布智能手机Ascend P6

英语自学网

        　　Huawei Technologies Co. seems to be taking a page out of Samsung Electronics Co.'s playbook.
        　　华为技术有限公司(Huawei Technologies Co.)似乎从三星电子(Samsung Electronics Co.)那里学到了一招。
        　　Three months after Samsung debuted its Galaxy S4 smartphone at a flashy event in New York with a Broadway-style show, the Chinese company is trying to build up a similar hype for its smartphone launch event in London Tuesday.
        　　继三星在纽约以百老汇舞台剧的方式为Galaxy S4智能手机举行盛大发布会三个月后，华为打算周二在伦敦为其智能手机发布打造一场类似的宣传造势活动。
        　　In its first stand-alone global product launch, Shenzhen-based Huawei, known globally for its telecommunications equipment such as antennas and base stations, will debut its flagship smartphone, the Ascend P6, at London's Roundhouse, a historic performing arts venue that has hosted concerts by rock bands The Doors and Led Zeppelin. Previously, Huawei had unveiled new handsets rather quietly at trade shows such as the annual Mobile World Congress in Barcelona. For Huawei, which generates about 70% of its revenue overseas, Europe is its biggest market outside China.
        　　这将是华为首次独立举办全球产品发布会。届时，这个以销售天线和基站等电信设备为世界所知的深圳公司将在伦敦圆屋剧场(Roundhouse)推出旗舰智能手机Ascend P6。圆屋剧场是历史上知名的演出场所，摇滚乐队“大门”(The Doors)和“齐柏林飞艇”(Led Zeppelin)均在这里举办过演唱会。以前，华为都是在贸易展览会(如每年一度的巴塞罗那全球移动通信大会(Mobile World Congress))上不事声张地推出新手机。华为海外业务为其带来约70%的收入，欧洲是除中国本土外该公司的最大市场。
        　　Huawei, the world's second-largest supplier of telecom network equipment after Sweden's Ericsson, is trying to establish itself as a consumer brand by increasing marketing efforts. The outcome of the London event and subsequent sales of the P6 could determine the future of Huawei's smartphone business, at a time when its core telecom equipment business faces more challenges due to security concerns raised by lawmakers in the U.S. and the U.K.
        　　华为是仅次于瑞典爱立信(Ericsson)的全球第二大电信网络设备供应商，目前正试图通过加大营销力度将自己确立为消费品牌。伦敦发布会以及接下来P6的销售情况或许会决定华为智能手机业务的未来。由于英美两国议员对安全表示担忧，华为核心业务电信设备目前面临更多挑战。
        　　The company's smartphone business faces an uphill battle. Huawei isn't well-known among consumers, even though it was the world's fourth-largest smartphone vendor in the first quarter according to research firm IDC. Huawei's handset business has grown over the years by selling low-cost models, many of them marketed under telecom operators' names. Last year, about half of the company's smartphones shipped globally were priced between $100 and $150, according to research firm Canalys.
        　　华为的智能手机业务面临一场硬仗。尽管据研究机构国际数据公司(IDC)统计，今年第一季度其智能手机出货量在全球排名第四位，但消费者并不是很熟悉华为。通过售卖低价手机，华为手机业务这些年不断发展，其中很多手机以“华为”这个名字进行营销。据研究公司Canalys统计，华为去年发往全球各地的智能手机中约有一半价格在100美元至150美元之间。
        　　But Huawei is hoping that by beefing up marketing, it will generate more buzz for its smartphones. The company doesn't disclose its marketing spending.
        　　但是，华为希望能通过加大营销力度，从而令其智能手机有更多人气。该公司一般不披露营销费用。
        　　'We expect the Ascend P6 to work miracles,' said Richard Yu, who heads Huawei's consumer business group, in a recent post on Sina Weibo, a popular Twitter-like microblog site. For the past few weeks, Mr. Yu has shared bits and pieces of information on the new 'ultrathin' smartphone. He has posted on his Facebook page a photo of the P6, showing parts of the phone's display and rounded edge.
        　　华为消费者业务总裁余承东前不久在新浪微博上发帖说，我们期待Ascend P6能创造奇迹。过去几周，余承东分享了一些关于这款“超薄”新智能手机的零星信息。他还在自己Facebook页面上发布了一张P6的照片，从中可以看到该手机显示屏和圆角设计等部分内容。
        　　While Huawei has declined to give out details on the new smartphone, several technology blog sites have already reported that the P6 will likely come with a 4.7-inch display, a metal casing and is likely to be just a little over 6 millimeters thick. The phone is expected to run on Google Inc.'s Android operating system.
        　　虽然华为拒绝透露这款新智能手机的细节，但几个科技博客网站已经爆料，P6可能采用4.7英寸显示屏和金属机壳，机身厚度也许仅略超过6毫米。预计该手机搭载的是谷歌(Google Inc.)的安卓(Android)操作系统。
            
            

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        　　In the past year, the company has been rolling out more Huawei-branded smartphones─rather than those sold under carriers' names─with large high-resolution screens and other features typically offered by better-known competitors. The P6 likely represents Huawei's latest and biggest step in that direction.
        　　过去一年，华为不断推出自有品牌的智能手机，而不是挂着运营商名字出售手机。这些手机配备了高分辨率大显示屏，以及一般由知名度更高的竞争对手提供的其它功能。P6可能代表华为在这一方向上迈出的最新、最大一步。
        　　Earlier this month, Huawei's mobile device unit posted on YouTube a teaser titled 'VIP: Very Important Product.' The two-and-a-half-minute video features a man in a black suit running at full speed─with electronic music in the background─across the streets of Europe to deliver a little container with a Huawei logo to London, in time for Tuesday's event. The video has generated nearly one million views, making it by far the most popular video ever posted by Huawei. The company declined to comment on how much it has spent on the marketing campaign for the P6 and the London event.
        　　本月早些时候，华为的移动设备子公司在YouTube上发布了一则广告短片，题目为“非常重要的产品”。在这段两分半钟的视频中，一名身穿黑色西装的男子正在全速奔跑，他跑过欧陆各国的街道，将一个贴有华为标识的小货箱送往伦敦，为的是及时赶上周二在那里举行的产品发布会，这一视频以电子音乐为背景音。这段视频已被观看了近100万次，成为迄今为止华为张贴的视频中最受欢迎的一则。该公司拒绝对它为P6手机及这场伦敦发布会花费了多少营销费用发表评论。
        　　Huawei's launch of the P6 comes at a time when the global smartphone market is becoming more crowded and intensely competitive, with a number of players such as HTC Corp., LG Electronics Inc. and Sony Corp. trying to challenge the duopoly of Samsung and Apple Inc. From China, personal-computer giant Lenovo Group Ltd. is also expanding its smartphones business abroad.
        　　在华为推出P6之际，全球智能手机市场上的产品正越来越多，竞争也更加激烈，宏达国际(HTC Corp.)、LG电子(LG Electronics Inc.)和索尼(Sony Corp.)等市场参与者都试图对三星(Samsung)和苹果(Apple Inc.)两家公司垄断智能手机市场的局面发起挑战。中国的个人电脑业巨头联想集团(Lenovo Group Ltd.)也在海外市场扩大其智能手机业务。
        　　Samsung, meanwhile, is holding a product launch event in London on Thursday. The company is expected to show the Galaxy S4 Mini and other new products.
        　　与此同时，三星本周四将在伦敦举行一场产品发布活动。届时该公司预计将对外展示Galaxy S4 Mini和其他新产品。
        　　For Huawei and other Chinese firms selling smartphones powered by Android, establishing global brand awareness is important even when they try to compete against Samsung in China. Chinese consumers, particularly in urban areas, are becoming more conscious of international brands, said Canalys analyst Rachel Lashford. Last year, Samsung was the largest smartphone vendor in China as well as globally, according to IDC.
        　　对于华为和中国其他出售安卓系统智能手机的公司而言，即使它们试图在中国本土市场与三星展开竞争，建立全球性品牌知名度也是重要的。易观国际(Canalys)的分析师拉什福特(Rachel Lashford)说，中国消费者，特别是城市地区的消费者，对于国际品牌已经越来越了解。IDC的数据显示，去年，三星是全世界和中国市场上的最大智能手机供应商。
        　　Winning the hearts of consumers with smartphones is important because Huawei's core network equipment business is trying to fight off allegations made by some politicians in the U.S. and U.K. that its telecom gear could pose national security risks. In an interview this month, Guo Ping, one of Huawei's top executives, rebutted such security concerns raised recently by a U.K. parliamentary committee. Last year, Huawei strongly denied similar allegations made by U.S. lawmakers.
        　　对华为而言，用智能手机赢得消费者的心是重要的，因为网络设备这一华为的核心业务正在努力摆脱美国和英国一些政界人物的指控，他们称华为的电信设备有可能构成国家安全威胁。华为的高层管理人士之一郭平本月在接受采访时对英国议会一个委员会发出的这种国家安全关切进行了反驳。去年，对于美国国会议员们做出的类似指控华为也予以强烈否认。
        　　'Huawei is clearly trying to push up the value chain to be a premium player rather than a low-cost player,' said Ms. Lashford. Huawei, thanks to its network gear business, has access to telecom operator channels around the world for distributing its handsets, but creating a distinctive brand image will likely be a difficult, time-consuming process, she said.
        　　拉什福特说，华为显然正努力提高自己在价值链上的位置，以便能成为一家高端提供商，而不是低成本供应商。拉什福特说，得益于其网络设备业务，华为得以借助世界各地电信运营商的渠道来分销其手机产品，但创造一个与众不同的品牌形象预计将会是一个困难而长久的过程。
        　　'One product launch isn't going to cut it.'
        　　她说，这无法靠一次产品发布会来实现。