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下载- 背单词_英语听力_在线词典_英语学习软件_酷兔英语.doc

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  • pg 1
									The January launch of Apple's iPad has been the most talked about consumer
technology event of the year. Much of the discussion has revolved around just how
innovative the iPad really is. It does not look that different from other
manufacturers' devices, which are essentially laptops that use a touch-screen rather
than a keyboard for input.


苹果公司(Apple)于 1 月份推出的 iPad 已成为本年度最受关注的电子消费品。这
方面的热议大多是围绕着 iPad 的创新性,但实际上,iPad 的外型与其他厂商生
产的平板计算机并没有多大区别。从本质上讲,平板计算机就是一个使用触摸
屏而非键盘进行文字录入的笔记本计算机。



The origins of this type of tablet computer design go back decades. An electronic
clipboard with a touch-screen featured in the original 1966 Star Trek science fiction
television series. The first commercially available tablet computer, the GRiDPad,
was released in 1989. Since then the basic concept has altered little although there
have been huge improvements in the underlying technologies such as touch-screens,
batteries, processors, connectivity and software.


平板计算机的设计原型可以追溯到几十年前。1966 年,美国科幻电视剧《星际
迷航》(Star Trek)首次提出了使用触摸屏的电子写字板的概念。1989 年,第一
台商业化量产的平板计算机 GRiDPad 亮相市场。从那时起,平板计算机的基本
概念没有多大变化,但在底层技术方面有了巨大的进步,包括触摸屏、电池、
处理器、连通性和软件等等。



Although sales of tablet computers have never been enormous, they have been used
in a number of important, mainly industrial, niches in areas where a keyboard is
either impractical or unnecessary. Until the iPad came along none of these devices
was remotely 'cool'.


虽然平板计算机的销量一直不大,但它们已经应用在许多重要的细分领域,主
要是在键盘使用不方便或者没必要的工业制造方面。在 iPad 出现之前,平板计
算机与时尚根本沾不上边。



Beyond its attractive physical design, where the iPad differs from most existing
tablet computers is that it uses a variation on the operating system developed for the
iPhone rather than one created for desktop or laptop computers. This difference has
led to a number of analysts creating a new category of device called 'media-pads' or
'slates' to describe the Apple product and its competitors.
除了吸引眼球的外型之外,iPad 与现有大多数平板计算机的区别在于其使用了
一个为 iPhone 开发的操作系统的衍生版本,而不是专门为个人计算机和笔记本
计算机开发的操作系统。这种区别导致许多分析师新设了一个电子设备的分类,
叫做媒体平板(media-pad)或 slate,以描述苹果及其竞争对手推出的此类产品。



Although a number of iPad alternatives have been announced, few are actually on
sale yet. Really all they have in common is they are larger than smartphones, ranging
from the Dell Streak with a five-inch screen, the RIM BlackBerry PlayBook with
seven inches and the iPad's 10 inches.


虽然已有很多公司宣布推出可替代 iPad 的平板计算机产品,但实际投入销售的
还寥寥无几。这些产品的最大共性就是它们都比智能手机的尺寸大,如戴尔公
司(Dell)亓英寸屏幕的 Streak,RIM 公司七英寸屏幕的 BlackBerry PlayBook,以
及十英寸屏幕的 iPad 等。



Perhaps Apple's central achievement with the iPad has been to tie it into the same
ecosystem it had already developed for its range of iPod personal music players and
refined for its iPhone handset. From Apple's own online store it's an easy, intuitive
process for users to download music, video and, most famously, small software
applications known as 'apps'.


苹果在 iPad 上最聪明的一招也许就是将其纳入同一个为 iPod 个人音乐播放器开
发并在 iPhone 手机上加以完善的操作系统体系当中。在苹果自己的在线商店中,
用户可以直观而轻松地下载音乐、视频以及最广为人知的被称为 apps 的小型应
用程序。



This makes the iPad more of a platform for innovation than an innovation in itself.
As with the clam-shell laptop, it's not really possible to change the fundamental
design of tablet computers. The greatest innovation on the horizon comes from the
development of thinner, lighter, flexible displays most notably from the Taiwan-
based Industrial Technology Research Institute, which won the top prize in this year's
Wall Street Journal Innovation Awards.


这使得 iPad 更多意义上是一个创新的平台,而非创新本身。和翻盖式笔记本计
算机难以突破自身形状一样,平板计算机的基本设计几乎也没有改变的可能。
该领域最大的创新来自于更轻薄更灵活的显示屏技术,以台湾工业技术研究院
(Industrial Technology Research Institute)开发的最为著名,该技术赢得了本年度
的《华尔街日报》技术创新奖(Wall Street Journal Innovation Awards)。
This technology could usher in a range of more portable devices, but it's the way
they're likely to be used for the consumption of content that's key. Perhaps the most
significant technological development is going on behind the scenes as, for instance,
publishers look to find ways to sell and display their content on screens of varying
size and quality. An important example is News Corporation's purchase of Skiff,
which enables the distribution of digital newspapers and magazines to a multiplicity
of devices while retaining the original publications' look and feel.


这项技术的应用可以生产出一系列更为便携的设备,但消费者如何通过该技术
进行内容方面的消费活动才是关键所在。也许,最重大的技术进步正在幕后发
生,比如说出版商寻求在各种尺寸和质量的显示屏上展示和销售出版物。其中
一个重要事件就是新闻集团(News Corporation)收购电子阅读平台 Skiff,从而可
以将其数字报纸和杂志能发布到各种阅读设备上去,同时保留原始出版物的外
观和阅读感觉。



The other key area for innovation is in the operating system software used to power
the new breed of tablet computers. These are in continuing development from
Microsoft, Nokia's MeeGo, RIM BlackBerry and HP, which recently acquired the
former hand-held computer market leader Palm and its WebOS. Most devices,
however, are expected to use variations on Google's Android OS, which closely
resembles Apple's iOS in that it has an extensive range of apps and it runs on both
smartphones and tablet computers. The difference is any manufacturer can make a
device to run on Android whereas iOS will only run on Apple products.


创新的另一个核心领域是驱动新一批平板计算机的操作系统软件。微软
(Microsoft)、诺基亚(Nokia)MeeGo、RIM 黑莓和惠普(HP)都在进行这方面的开
发,惠普公司最近收购了曾引领掌上计算机市场的 Palm 公司及其 WebOS 操作
系统。然而,绝大多数移动设备预计将使用谷歌公司(Google)Android OS 的各
种衍生版本。该操作系统与苹果公司的 iOS 操作系统很像,都有大量的应用程
序可供使用,都能同时在智能手机和平板计算机上使用。两者的区别在于,任
何一个设备制造商都可以开发基于 Android 操作系统的移动设备,而 iOS 只能
用在苹果公司自己的产品上。



But there has been some suggestion that the choice of operating system is almost
immaterial as tablets are designed to be connected wirelessly to the internet almost
permanently. The idea is that software, data and services instead of being stored on
an individual device, are available on demand in a similar way to electricity from a
grid, a process known as 'cloud computing'.
也有人提出建议说,操作系统的选择根本不重要,因为平板计算机本来就设计
成能够随时与互联网进行无线连通。他们认为,软件、数据和各类服务用不着
储存在移动设备上,而是可以随时从互联网上调用,就像通过电网随时用电一
样。这种方式被称为云计算(cloud computing)。



Duncan Stewart, the author of Deloitte's 2010 Tablet Prediction, does not believe this
makes the operating system irrelevant, partly because some users will have specialist
needs, such as high security, and because it's a more effective way of controlling
functions such as built-in cameras. He says: 'Tablet devices will need to be used in an
offline fashion, you can't always move everything to the cloud.'


《德勤会计师事务所 2010 年平板计算机预测》(Deloitte's 2010 Tablet Prediction)
的作者斯图亚特(Duncan Stewart)并不认为云计算会使操作系统变得无关紧要,
部分原因在于有些用户仍有自己的特定需求,如较高的安全性等,因为这是控
制内置摄像头等功能安全性的一种更有效的方式。斯图亚特说,平板计算机也
应该能在线下使用,毕竟你不能把什么东西都放到网上去。



The fact that there is just one design of iPad -- although more are expected -- leaves
plenty of room for competitors to produce devices of different sizes, prices and new
functions. The current models, for instance, have no camera, no slots for memory
cards, no USB sockets and are unable to play Flash, the software used for many
games, videos and animations on the internet.


虽然预计将有更多型号出现,但 iPad 目前只有一种型号,这给竞争对手推出不
同尺寸、不同价格和不同功能的移动设备留出了充足空间。举例而言,现有的
iPad 型号没有摄像头,没有记忆卡插槽,没有 USB 接口,无法播放 Flash,而
Flash 是互联网上许多游戏、视频和动画所采用的格式。



'What will probably happen in tablets is there will be very different price points and
market positioning, just like cars,' says Mr. Stewart. 'And those companies that are
first to market in new sizes, new feature sets, new price points will end up dominating
those portions of the tablet market.'


斯图亚特说,平板计算机市场上很可能会出现价格差异很大、市场定位不同的
各种设备,就像汽车市场一样。那些以新尺寸、新功能和新价格首先进入市场
的企业最终将主导平板计算机的各个细分市场。
One key area will be enterprise-level computing as Apple does not have a strong
reputation in business applications or integration with corporate IT infrastructure.
The BlackBerry PlayBook was announced in September very much as a serious and
secure business-oriented device to distinguish it from the more consumer-focused
iPad.


其中一个关键领域将是企业应用,因为苹果公司在商业软件方面没有很强的市
场声誉,与企业 IT 基础设施的整合程度也不高。RIM 公司于 2010 年 9 月宣布
推出 BlackBerry PlayBook 平板计算机,这是一个商用特色明显、安全性能突出
的商用移动设备,与更注重个人消费者的 iPad 形成鲜明区别。



Robert Filkins, consultant at telecommunications specialist, Coleago Consulting, says
BlackBerry or Microsoft Windows powered devices might have more success.
'Having said that, there is no doubt that corporate IT department geeks love gadgets,
and the iPhone and iPad are very attractive gadgets,' he adds. 'So the traditional
resistance that Apple has experienced when trying to break into the corporate world
may be significantly less when IT staff themselves want to use these products.'


电信咨询公司 Coleago Consulting 的咨询师菲尔金斯(Robert Filkins)表示,使用
黑莓或微软 Windows 操作系统的移动设备可能有更多的成功机会。菲尔金斯说,
不过话说回来,企业 IT 部门的技术精英喜欢创新的小玩意儿,iPhone 和 iPad 对
他们来说很有吸引力。因此,如果 IT 部门的员工自己也想用苹果的产品,那么
苹果公司进入商业领域所遭遇到的阻力可能就会比原先小得多。



The iPad is already finding favor in some corporate settings, according to Tom
Schwenger, global director of sales and marketing for Accenture's Life Sciences
practice: 'Within the pharmaceutical industry, we see the iPad as a being an
appropriate size for a variety of uses. It's small enough to be used unobtrusively by
field reps within a physician's office or hospital setting where laptops may be
obtrusive or prohibited. The large screen makes it an ideal platform for showcasing
interactive content with physicians.'


埃森哲咨询公司(Accenture)生命科学部门负责销售及市场营销的全球董事施文
格(Tom Schwenger)表示,iPad 已经在一些商业场合受到青睐。他说,在医药行
业,我们看到 iPad 的尺寸在很多场合使用起来很合适,医药代表去诊所或医院
拜访时,笔记本计算机可能引人注目或被禁止使用,而 iPad 的尺寸就显得比较
低调。此外,iPad 的大屏幕是销售代表向医生展示产品交互式内容的理想平台。
It could be that the iPad is most important in terms of innovation in the ways it is
used rather than its physical form. Already some magazines have iPad editions to take
advantage of its video and interactive functions. None is regarded as entirely
successful.


iPad 在创新方面的最大贡献不在于它的外型,而在于它的使用方式。已有一些
杂志推出了 iPad 版本,以充分利用其视频播放和互动功能,但目前还没有出现
被视为获得完全成功的例子。



As other devices appear, the challenge will be to make the publications available for
sale without making them easy to pirate. At the same time the mass market for tablet
computers is so new that nobody really knows which direction it will take or how big
it will grow.


随着其它移动设备的出现,真正的挑战应该是,将新出版物投入销售后保证其
不易遭到剽窃。此外,平板计算机的大众消费市场如此年轻,以至于没人真正
知道市场的走向,以及未来的市场规模会有多大。



Nick Clayton

								
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