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					Samsung Design 2004.11.29
The Korean giant makes some of the coolest gadgets on earth. Now it's reinventing itself to get even cooler The office park in northern New Jersey hardly looks like a place that plays a role in cutting-edge design.

这片位于美国新泽西北部的办公区看上去很普通,根本不像是一个在尖端设计领域占有重要地位的公司的所在地。
Hard by a highway interchange, the two-story building is about as distinctive as white rice.

由于紧邻一个高速公路的立体交叉路口,这幢两层小楼很显眼。
But climb the stairs to the second floor, and you'll see designers from Samsung Electronics Co. studying in painstaking detail the American consumer psyche.

但是当你拾阶而上来到二层的时候,你会看见三星电子公司的设计人员正在聚精会神地研究美国消费者的心理。
There, engineer Lee Byung Moo watches from behind a two-way mirror as three women and two men stuff a stainless steel refrigerator with the contents of a half-dozen bags of groceries.

在这里,三位女士和两名男士正在将 6 袋食品装进一台不锈钢电冰箱,工程师李秉武(音译)则在一面双向玻璃镜 后面看着这一切。
After the five have finished and given their opinions on several potential configurations of drawers and compartments, Lee and two others rush into the room to take photographs and note exactly where the "shoppers" have put the ice cream, chicken, beer, milk, and other food.

当 5 个人把东西装完后,他们对抽屉和储藏室的不同构造发表了自己的意见。听完之后,李秉武和另外两人便冲进 房间进行拍照,准确地记录下“消费者”将冰激凌、鸡肉、啤酒、牛奶以及其他食品存放的位置。
"We want to know the tastes of American customers because we need to develop products that fit their lifestyle," says Lee.

李说:“我们想要知道美国消费者的嗜好,因为我们必须开发出适应他们生活方式的产品。”
Half a world away, Choi Won Min sits in a windowless room on the ground floor of a Seoul skyscraper -- an equally unlikely spot to find the leading edge of design.

在世界的另一端,崔原玟(音译)坐在汉城一幢摩天大楼底层一间没有窗子的房间内,这里看上去同样不太像搞尖 端设计的地方。
He spends his days (and often his nights) in front of two piano keyboards, a phalanx of mixing consoles, and dozens of synthesizers.

他整天(往往还整夜地)守着两个钢琴键盘、一堆调音台和几十个音响合成器。
With his headphones on, he hits a note, listens intently, then tweaks a few settings and hits another key.

他戴着耳机,按一下琴键,倾听片刻之后调整一下设置,然后再按下一个键。
His primary mission in the two-year-old lab: coming up with a suite of bells, boings, beeps, and buzzes for digital gadgets that will immediately say "Samsung" to users worldwide.

在这个刚建立两年的实验室里,他的主要任务就是:设计一组个性化铃声,让全球用户更直观地认识“三星”品牌。
In the past, "simple sounds seemed to be sufficient, but now we realize how important sounds are in user interfaces," Choi says.

过去,“简单的声音似乎就足够了,但是现在我们已经意识到了声音对用户的重要性” ,崔原玟说道。
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Lee and Choi are foot soldiers(1w)8 in Samsung's continuing assault on the world of cool.(3.25)
李秉武和崔原玟在三星公司向酷炫世界的不断冲锋中仅仅充当了步兵的角色。
In recent years, the South Korean company has begun gearing all it does, from financing to decision-making to training and labs, to make Samsung a finely tuned receptor of all the things that make its products must-haves in an increasingly competitive(2g)1 marketplace.

近年来,这家韩国公司开始对其所有行动进行调整,无论是融资、决策、培训还是实验室,力图将三星公司转变为 运转协调而又包容一切的接受者,从而使自己的产品在竞争日益激烈的市场上成为人们的必选。
Hundreds of millions of dollars have been spent spiffing up the look, feel, and function of everything from refrigerators and washing machines to cell phones and MP3 players.

三星公司斥资数亿美元用于改善电冰箱、洗衣机、手机和 MP3 播放器等所有产品的外观、触感和功能。
And the focus has been on research of the sort Lee and Choi are doing: finding out what's likely to sell before consumers even know they want it.

而重点则放在了李和崔正在从事的那项研究之上:在消费者清楚自己需要什么产品之前,调查出什么样的产品可能 会畅销。
The effort has paid off:

这一努力已经产生了回报:
Samsung has grown from a me-too producer of electronics and appliances into one of the world's leading brands -- in large part because of its focus on design.

三星已经从电子和家电领域的一个仿造品制造商成长为世界顶级品牌之一,这在很大程度上要归功于公司对设计的 重视。

"We

want to be the Mercedes (DCX ) of home electronics," says Yun Jong Yong,

Samsung's chief executive(4.20).
“我们要成为家用电子产品领域的梅赛德斯,”三星公司首席执行官尹钟龙如是说。

The way Samsung's moving(3m)10, you'd think it wants to be the Ferrari.(4.21)
瞧瞧三星公司的发展态势,你会觉得它想要成为这一领域的法拉利。
This year, Samsung won(4w)1 five awards in the Industrial Design Excellence Awards (IDEA) -- making it the first Asian company to win(34w)9 more awards than any European or American rival(5w)2.

2004 年,三星公司一举夺得了 5 项工业设计杰出奖(IDEA) ,成为第一家所获奖项超越欧美竞争对手的亚洲公司。
(The competition(6g)2 is sponsored by BusinessWeek, which publishes the results, but the laureates are selected by the Industrial Designers Society.)

(这项大赛由《商业周刊》主办, 《商业周刊》负责公布大赛结果,但是获奖者都是经工业设计协会评选出来的。 )

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And since 2000, Samsung has earned a total of 100 citations at top design contests(7g)3 in the U.S., Europe, and Asia.

自从 2000 年以来,三星公司在美国、欧洲和亚洲的各项顶级设计大赛中一共荣获了 100 项大奖。

Brokerage Hyundai Securities expects Samsung to earn $10.3 billion on sales of $52.8 billion this year, up from(8m)11 profits of $5.2 billion and $39.8 billion in revenues last year.(3.9)
从事证券经纪业务的现代证券公司预计三星公司 2004 年的销售额将达到 528 亿美元, 实现盈利 103 亿美元, 2003 而 年的销售额和盈利则分别只有 398 亿美元和 52 亿美元。
(Although much of that increase comes from the semiconductor division, the company's snazzy consumer products also helped.)

(虽然大部分收益增长都来自半导体部门,但是三星公司时髦的消费产品也功不可没。 )
"Samsung is the poster child for using design to increase brand value and market share," says Patrick Whitney, director of the Institute of Design at the Illinois Institute of Technology.

“三星公司是利用设计提高品牌价值和扩大市场份额的典范,”伊利诺伊工学院设计学院主任帕特里克·惠特尼说道。
The change started in 1993, when Chairman Lee Kun Hee visited retailers in Los Angeles and saw that Samsung products were lost in the crowd, while those from Sony Corp. (SNE ) and a few others stood out.

这一变化开始于 1993 年,当年三星公司的董事长李健熙访问洛杉矶的零售商时,发现三星的产品在众多品牌之中 毫不起眼,而索尼公司和其他一些公司的产品则非常抢眼。
So he ordered his managers to concentrate less on cost saving and more on coming up with unique products.

于是他命令自己的经理人员不要过分重视节省成本,而应将重点更多地放在如何制造出独一无二的产品上来。

The bottom line:

Great design could catapult(9w)3 Samsung to the top ranks of

global brands.(4.22)
因为伟大的设计可能会使三星公司从一个无名小卒一举跻身世界顶级品牌之列。
DECADE OF DETERMINATION

十年面壁

The boss spoke. Samsung listened.

And the company's design push(10m)1 was under

way.(3.80)
老板一声令下,员工言听计从,三星公司的设计攻势就此展开。
To attract better, younger designers, Samsung in 1994 moved(11m)2 its design center to Seoul from sleepy Suwon, a small city an hour south of the capital.

为了吸引更有才华、更加年轻的设计人员,三星公司在 1994 年将自己的设计中心从僻静的水原(在汉城之南,距 汉城 1 小时车程)迁到了汉城。
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That same year, Samsung hired U.S. design firm IDEO to help develop a computer monitor -- the first of many such collaborations(12g)4 with IDEO and other leading consultancies.

同年,三星公司聘请了美国设计公司 IDEO 公司来帮助自己开发一款计算机显示器,这是三星公司与 IDEO 公司及 其他顶级咨询公司进行的众多此类合作的发端。
Then in 1995, the company set up the Innovative Design Lab of Samsung (IDS), an in-house school where promising designers could study under experts from the Art Center College of Design in Pasadena, Calif., one of the top U.S. design schools.

接着在 1995 年,三星公司设立了三星创新设计实验室(IDS) ,这是一所内部学校,前途远大的设计人员可以在这 里师从来自加州帕萨迪纳市设计艺术中心学院(美国顶级的设计学院之一)的专家学习设计。
Samsung designers were dispatched to Egypt and India, Paris and Frankfurt, New York and Washington to tour museums, visit icons of modern architecture, and explore ruins.

三星的设计人员也被派往埃及、印度、巴黎、法兰克福、纽约和华盛顿去参观各地的博物馆,造访标志性的现代建 筑,同时探寻古迹的奥秘。
Just as important, Samsung's designers have broken through the barriers(13w)4 of Korea's traditional Confucian hierarchies.

同样重要的是,三星公司的设计人员突破了韩国传统上的儒家等级制度的藩篱。
Although Korea has loosened up as democracy has taken hold in the last 15 years, respect for elders and a reluctance to speak out of turn are still the norm.

虽然民主已经在韩国扎根了 15 年,韩国的等级观念已经有所松动,但是敬重长者、说话要分长幼尊卑仍然是社会 的行为规范。
And Samsung as a whole still holds lots of meetings where Confucian order prevails.

就整体而言,在三星公司众多的会议上儒家纲常仍然盛行。
But the design center is different.

但是在设计中心就是另一番景象了。
Located several minutes' walk from company headquarters, it's a place with no dress code, where some younger staffers dye their hair green or pink, and where everyone is encouraged to speak up and challenge their superiors.

设计中心距离公司总部步行只需几分钟时间, 这里没有着装规定, 一些年轻的设计人员将头发染成了绿色或粉红色, 中心鼓励每个人畅所欲言,对自己的上司提出质疑。
Designers work in three- to five-person teams, with members from various specialty areas and levels of seniority -- all working as equals.

设计人员每 3 人或 5 人组成一个小组协同工作,小组成员来自不同的专业领域,资历迥异,但在工作上每个人都是 平等的。
The wrenching departure from tradition has paid off.

与传统毅然决然的诀别已经产生了回报。
Virtually all of the 19 IDEA awards Samsung has won since 2000 are the fruit of such teams.

在 2000 年以来三星公司赢得的 19 个奖项中,几乎无一例外都是这类小组的成果。
4

Helped by its innovative designs and egalitarian approach, Samsung has emerged as the best-selling brand in high-end TVs in the U.S., and the world's largest LCD computer monitor producer, with 17% of the global market.

由于创新性的设计和平等主义的施行,三星已崛起为美国高端电视机领域最畅销的品牌,三星公司成为世界最大的 计算机液晶显示器制造商,占据全球市场的 17%。
And Samsung has sold more than 10 million SGH-E700s -- the first clamshell phone with a hidden antenna -- racking up some $1.2 billion in profits since its debut 14 months ago.

而且三星公司已售出了 1000 多万部 SGH-E 型手机,这是第一款带有隐藏天线的蛤壳式手机,自 14 个月前面世以 来已经获得了约 12 亿美元的利润。

"Good design is the most important way to differentiate ourselves from our competitors(14g)5," says CEO Yun.(3.21)
“一流的设计是使我们区别于竞争对手的最重要方式,”首席执行官尹钟龙说道。

Many of the new design ideas are coming from outside(15c)1.(3.39)
许多设计新思维从外部源源不断地涌入。
Last year, Samsung started sending designers abroad to spend a few months at fashion houses, cosmetics specialists, or design consultancies to stay current with what's happening in other industries.

2003 年,三星公司开始将设计人员派往国外,让他们在时装商店、化妆品专业公司或设计咨询机构呆上数月,以便 跟上其他行业的发展潮流。
Lee Yun Jung, a senior designer who works on colors and finishes, spent last autumn in residence at a furniture designer in Italy.

李贤静(音译)是负责色彩和成品的一名资深设计师,2003 年她在意大利的一家家具设计公司呆了整整一个秋天。
While she gathered plenty of ideas for product surfaces, the real eye-opener was the relaxed culture of the place.

虽然获得了大量的产品外观设计创意,但真正让她大开眼界的是那里宽松的企业文化。
"A 23-year-old novice could interrupt the 60-year-old master," she marvels.

“23 岁的新手可以打断 60 岁老行家的讲话,”这令她惊叹不已。
Since returning, Lee has tried to be more open to ideas percolating up(16m)3 from the bottom of her department.

回到公司后,她努力更开明地对待来自部门底层的创意。
Today, Samsung knows it can't afford to let up.

今天,三星公司十分清楚自己松懈不得。
It's the first Asian company outside(17c)2 of Japan to use design to vault to the first tier of global companies.

它是除日本公司外第一家利用设计而一举跃入全球公司第一集团军的亚洲企业。
But in the Digital Age it's not too hard for strivers such as Lenovo of China and BenQ to make products that approach(18m)4 the quality of long-standing industry giants such as Sony, Panasonic, or Philips Electronics (PHG ).
5

Samsung, of course, was an upstart itself not long ago.

但是在数字时代, 对于像中国的联想公司、 明基电通公司 (BenQ) 这样的竞争者来说,利用同样方式制造出像索尼、 松下或飞利浦电子等业界老牌巨人那样质量的产品也并非难事,而三星公司在不久之前还只是个业界新手。
It was the transition from analog to digital that gave the Korean company the opening it needed.

正是从模拟到数字的转变赋予三星公司它所需要的机会。
"In the analog age, Samsung devoted most of its energy trying to catch up with Japanese leaders, but the arrival of digital put everybody on the same starting line(19g)8," says Chin Dae Je, Korea's Information & Communication Minister and president of Samsung Electronics before joining the Cabinet last year.

“在模拟时代,三星将大部分精力都用于努力追赶领先的日本公司,但是数字时代的到来把大家都放在了同一条起 跑线上,”韩国信息通讯部长官、三星电子公司总裁陈大济 2003 年加入内阁前如是说。
These rivals(20w)5 -- whether newcomer or veteran -- aren't standing still.

这些竞争对手——无论是新兵、还是老将——都并非停滞不前。
The newbies often hire U.S., Japanese, or Italian design consultancies to help them shape products that won't get lost in the crush of goods at Best Buy (BBY ) or Circuit City Stores (CC ).

新企业经常聘请美国、日本或意大利的设计咨询公司来帮助自己设计产品,以便使自己的产品不会淹没在 Best Buy 公司或 Circuit City Stores 公司那令人目不暇接的商品之中,
And those Asian upstarts are all looking to Samsung as a role model for their own transformation into global brands.

而且那些亚洲新军都将三星公司视为自己向全球品牌发展的榜样。
The likes of Sony and Matsushita (MC ), meanwhile, are also placing a renewed emphasis on creating stand-out products.

与此同时,像索尼和松下之类的老牌公司也重新将重心放到创造卓而不群的产品上来。
"Sony has been losing some of its edge in design," says Makoto Kogure, head(21h)1 of the Japanese giant's TV division. "Now we're drastically changing and [creating a] Sony identity."

“索尼公司正在失去它在设计方面的一些优势,”索尼公司的电视机部主管 Makoto Kogure 说道,“现在我们正在大力 求变,打造索尼特色。”
FRONT-LOADED DESIGN

设计先行
So Samsung must continue to reinvent itself.

所以三星公司必须不断地改变自己。
In the past four years, the company has doubled its design staff, to 470, adding 120 of those just in the past 12 months.

在过去 4 年中,公司的设计人员翻了一番,达到 470 人,仅在过去 12 个月内便增加了 120 人。
And since 2000, its design budget has been increasing 20% to 30% annually.

而且自 2000 年以来,公司的设计预算一直以每年 20%到 30%的速度增长。
To keep an eye on trends in its most important markets, Samsung now has design centers in London, Los Angeles, San Francisco, and Tokyo, and this year it opened one in Shanghai.

为了密切跟踪最重要的几个市场的走势,三星公司现已在伦敦、洛杉矶、旧金山和东京设立了设计中心,2004 年又
6

在上海新设了一个。
More important, Samsung is changing the processes and procedures in its design department and giving designers greater power to influence not just how products look but also what gets built.

更重要的是,三星公司正在改变自己设计部门的各种程序常规,给予设计人员更大的权力,不只是去影响产品的外 观,而且还可以针对生产什么样的产品发表看法。
"Just as a lizard cuts off its own tail to move on, we will have to break with the past to move forward(22m)6," says Chung Kook Hyun, the senior vice-president who runs(23ma)1 design operations.

“就像蜥蜴弄断自己的尾巴向前走一样,我们将不得不告别过去、向前迈进,”负责设计业务的高级副总裁郑国铉说 道。
Samsung's designers these days no longer have to find a way(24m)7to put their boxes around the devices that engineers cook up.

三星公司的设计人员现在已经不再像以前那样想方设法弄个机壳套在工程师制作出来的玩意儿上了。
Instead, they often give concepts to engineers, who must then build the machine inside the box dreamed up by the designers.

相反,他们经常将自己的设想告诉工程师,之后工程师必须将机器安装在设计人员构思出来的机壳之内。
James Choe, for instance, recently studied research showing that consumers prefer printers in which the paper lies flat rather than feeding in vertically.

例如,詹姆斯·崔最近进行的一项研究显示消费者更喜欢水平进纸的打印机,而不喜欢垂直进纸的打印机。
Engineers working on the same project, however, preferred a vertical model because it would cut the production cost of a $110 printer by about 10%.

然而,从事同一项目的工程师更喜欢垂直进纸的型号,原因在于这会将价值 110 美元的打印机的生产成本降低 10% 左右。

Before Choe started at Samsung three years ago, the engineers might have won(25w)6.(3.33)
若是 3 年前崔还没到三星公司时,工程师们可能会胜出。
But when the desktop laser printer rolled out last year, Choe's design had prevailed.

但是当 2003 年台式激光打印机推出之后,崔的设计占了上风。
"The engineers didn't like it, but in the end management listened to us," he says.

“工程师们不喜欢它,但是最终管理层听从了我们的设计,”他说道。
Sometimes the designers come up with entirely new product categories.

有时,设计人员会构思出全新的产品类型。
Kang Yun Je thought Samsung could do better than its rivals(26w)7 with a sleek, silver, rear-projection TV sporting a curved back and superthin edges, so that when viewed from an angle it looks as thin as an LCD TV.
7

姜连礼(音译)认为三星公司能够比自己的竞争对手做得更好,生产出一款时髦的银色背投电视机:后部呈弧形, 边缘超薄,这样从某个角度看上去就像液晶电视机一样薄。
"When we first came up with the design, we had no guarantee it could be made," says Kang, a shaggy 36-year-old who sports a goatee and wears his shirt untucked.

“最初构思出这个设计的时候,我们无法保证能够生产出来,” 36 岁的姜连礼说。他头发蓬乱,蓄着一撮山羊胡子, 衬衫敞开着。
"So I went to the head(27h)2 of engineering, and he said that if I could give him some time and resources, he'd try to do it."

“于是便去找工程部的主管,他说如果我能够给他一些时间和素材,他会试试看。”
Where to get the resources? To make sure designers get heard, Samsung has created the post of chief design officer -something few other companies have bothered to do.

到哪里去弄这些素材呢?为了确保设计人员令出必行,三星公司设立了首席设计官一职,很少有其他公司愿意费心 这么做。
And to make sure top execs stay attuned to the importance of the issue, CEO Yun holds quarterly design meetings where the chiefs of all the business units review new products and evaluate their designs.

为了确保高层经理人员意识到这一问题的重要性,首席执行官尹钟龙通过举行季度设计会议让所有业务部门的主管 来审核新产品,评估这些产品的设计。
So Kang was able to simply call Choi Gee Sung, head(28h)3 of Samsung's TV, computer, and audio businesses and chief design officer since January, to secure backing for the TV project.

这样姜连礼便能够要求三星电视机、计算机和音响部主管兼首席设计官(2004 年 1 月起)崔志成(音译)来确保对 电视机项目的支持。
A few years ago, Kang says, a designer at his level would have had to go through the marketing department and midlevel execs before reaching top management.

姜连礼说,数年前像他这个层次的设计人员要达到高级管理层,不得不先经过营销部和中层管理人员。
Choi liked what he saw and gave Kang the go-ahead(29m)8 on the TV.

崔志成喜欢自己所看到的新产品设计,便为姜的电视机项目放了行。
Smart move: The TV, code-named L7, won a silver prize in the IDEA competition this year and is expected to be a big seller.

这实乃明智之举:该款电视机代号为 L7,2004 年在工业设计杰出奖的评选中赢得了一项银奖,预计将会成为一大 畅销品。
Samsung's design focus goes well beyond just the look and feel of its products.

三星的设计重心远远不只是产品的外观和触感。
The company is working to improve the way people use and control gadgets, and two years ago it opened what it calls a "usability laboratory" in downtown Seoul.

该公司正在致力于改进人们使用和操控产品的方式,并于两年前在汉城闹市区开设了一个所谓的“可用性实验室”。
There, across the hall from where Choi Won Min taps away at his synthesizers in search of the perfect sound,
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engineers and consumers alike test everything from getting products out of the box to the icons and menus on screens.

在这个实验室,崔原玟通过扣击他的音响合成器来寻找完美的声音,在他所处大厅的对面,工程人员和消费者一起 测试着如何将产品从机壳里搬出来、屏幕上的图标和菜单等诸多内容。
"In the past, physical design was the focal point," says Chief Design Officer Choi (no relation to the sound designer). "In the future, the user interface will be emphasized more."

“在过去,结构设计是重点,”首席设计官崔志成说道,“在将来,用户层面将会得到更多的重视。”
The usability lab was built to provide a lifelike forum for tests.

这个可用性实验室的建设初衷是为测试提供一个逼真的生活空间。
It looks like a typical living room, with a kitchen in the corner for testing cooking appliances.

它看上去就像一个典型的起居室,房间的一角是供测试厨具用的厨房。
Entering the room, designers and engineers kick off their shoes just as they do in a Korean home.

进入房间后,设计师和工程师脱掉鞋子,就像在韩国人的家里一样。
On a recent fall day, one engineer padded around in her slippers making rice in a Samsung steamer, another checked out a washing machine, and a third played with the controls on a computer monitor.

一个秋日里,一名工程师穿着拖鞋在屋子里走来走去,用一台三星蒸锅蒸米饭,另一名则在检验一台洗衣机,而另 外一人则在计算机显示器上把弄着控制器。
Behind a two-way mirror, an engineer controlled four high-definition cameras that can zoom in on any corner of the room to record the sessions and save them for later study.

在一面双向玻璃镜的后面,一名工程师控制着 4 台高清晰摄像机,摄像机能够拉近房间的任何一个角落,记录下房 间内的情况并将它保存起来供日后研究使用。
It's that commitment to research that has given Samsung its edge.

正是这种对研究的重视赋予了三星公司领先的优势。
Many designers sit in on focus groups and watch closely as potential customers provide feedback on their new models.

许多设计人员旁观着各个中心小组,密切注视着潜在客户对新款式的反应。
And each foreign lab has a researcher on site -- unusual in the industry.

而每一个国外实验室都有一名研究人员在现场——这在该产业可是非同寻常。
Hwang Chang Hwan, Samsung's principal mobile-phone designer, faced complaints about the SPH-S2300, a three-megapixel camera phone.

三星公司的首席手机设计师黄章焕 (音译) 就面临过对 SPH-S2300 型手机的投诉。 这是一款 300 万像素的照相手机,
Techies and c amera aficionados liked the optical zoom lens -- a first in a camera phone -- but other consumers didn't like the thickness of the lens.

技术迷和照相机爱好者很喜欢它的光学变焦镜头——这在照相手机中是首次出现,但是其他消费者并不喜欢这种镜 头的厚度。
Most of all, young users hated the clumsy keypad, which was laid out in two rows of six keys along the bottom of the screen in order to keep the phone short enough to fit in a pocket.
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最要命的是,年轻用户很讨厌它笨拙的键盘,键盘位于屏幕的底部,分为两排,每排 6 个键,为的是缩短手机的长 度,使它能够装进衣兜里。
So when it came time to upgrade the phone, Samsung's designers listened.

所以当要升级该款手机的时候,三星公司的设计师们仔细地倾听用户意见。
The new, five-megapixel successor sports a smaller lens that allows for a slimmer body, and it slides open, exposing a larger screen but leaving room for the traditional layout of three keys by four.

其后继产品是 500 万像素的新款照相手机,镜头小了些,因此机体也更为纤细,由于采用滑动开启方式,屏幕更大 了,不过也为传统的 3×4 式键盘布局留出了空间。
Can Samsung stay on top of its design game(30g)6?

三星公司能够在设计竞赛中保持领先吗?
Some skeptics say the company still doesn't have the breadth and depth in design of Sony, or the ingrained design culture of Apple Computer Corp (AAPL ).

一些怀疑人士称三星在设计上还没有索尼公司那样的广度和深度,还没有苹果计算机公司那样根深蒂固的设计文 化。
"Samsung has improved, but I don't see an identity in their design that really speaks to consumers," says Jim Wicks, Motorola Inc.'s (MOT ) vice-president in charge of designing cell phones.

“三星取得了一定的进步,不过我看不出其设计中有什么真正令消费者动心的特性,”摩托罗拉公司主管手机设计的 副总裁吉姆·威克斯说道。
Still, few would deny that Samsung has managed to inject the importance of design into(31c)3 its corporate DNA(32p)1.

虽然如此,但是没有人会否认三星已经成功地将设计的重要性注入了公司的 DNA 之中。
In this era of cutthroat competition(33g)7, that may be just what it takes to create a lasting advantage.

在这个竞争激烈的时代,这可能正是创造一种持久的优势所必需的。
By David Rocks and Moon Ihlwan

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