Microsoft Gambles On Windows 7 `Starter'
微软公司(Microsoft Corp.)新推出的Windows 7操作系统将有惊人之举：如果你买的是一些低价笔记本电脑，那安装的Windows 7可能只能同时运行三个应用程序，其他一些关键功能也将受到限制，除非你支付升级费用。在个人电脑业务呈现疲态之时，所谓的“上网本”笔记本电脑却成为一个亮点，许多公司正因此修改自己的商业模式，微软也随之做出反应。Getty ImagesWindows 7将针对上网本推出初级版Starter。图为微软CEO巴尔默。上网本是一种小型笔记本电脑，售价甚至低于300美元，这给微软公司带来一些困扰，因为它无法像普通台式电脑和笔记本电脑那样，对低端上网本的制造商收取同样多的软件授权费。截至2008年12月的公司季报反映出这种情况所带来的影响，导致Windows软件方面的收入下滑8%。投资者将研究微软公司于2009年4月23日公布的最新季报，寻找上网本给公司业务造成进一步冲击的蛛丝马迹。这种形势给预计于2009年秋季上市的Windows 7带来双重挑战。一方面，公司必须确保Windows软件的利润水平，在最新的季报中，这块业务占公司营运利润的一半以上。另一方面，微软在极力防止谷歌(Google Inc.)的Android以及其他基于Linux的操作系统－－这些软件往往比较便宜或者免费－－抢占上网本市场的份额。微软在2008年成功占领了上网本软件市场的大半壁江山，但成本巨大。它被迫以低价将基本已退出市场的Windows XP版本提供给上网本制造商，以对抗Linux操作系统的蚕食。微软公司的发言人拒绝透露Windows XP版本的授权价格，但知情人士说，把返利考虑在内，公司每卖出一份上网本使用的Windows XP操作系统，收入还不到15美元，而卖出一份在个人电脑上使用的Windows Vista，估计能收入50到60美元。Windows Vista是微软一个较新的操作系统，适用于普通台式电脑和笔记本电脑。上网本使用Windows 7的效果预计比Vista要好，Vista对硬件有更高的要求，上网本难以满足。为鼓励上网本安装Windows 7操作系统，公司计划推出Windows 7 Starter，价格便宜，但功能受到较大的限制。除只能同时运行三个程序之外，Starter还缺少Windows 7其他版本所具有的一些亮丽的图形操作界面和功能。微软公司Windows产品营销部门负责企业营销的副总裁布莱德•布鲁克斯(Brad Brook)说，公司推出Starter版本的目的就是让便宜的上网本也能用上Windows 7操作系统。虽然功能受限，但布鲁克斯表示，Starter与Windows XP相比，操作更简便，性能更可靠。“当你看到上网本使用的Starter时，会有很强烈的感觉，这个版本的功能受到了限制。”布鲁克斯说，“但就其价位而言，这是一个性价比很高的操作系统。”不满意的顾客可以选择支付一笔额外费用，将Starter升级为更高端的版本，从而打开一些早就安装在硬盘上的Windows 7高级功能。Starter的定价以及升级费用尚未公布。Acer Inc.宏碁公司推出的上网本Aspire One。最大的上网本制造商之一宏碁公司(Acer Inc.)的产品营销部副总裁沙米特•安格尼浩特瑞(Sumit Agnihotry)没有表示宏碁公司是否计划使用Windows 7的Starter版本，但他说，只能同时运行三个程序－－而且付费才能升级－－很难让消费者买帐，因为Windows XP没有这些限制。格尼浩特瑞说，宏碁将对不同型号的上网本进行细分定价，因为消费者愿意为超越XP操作系统的新增功能买单。宏碁“对于增加新的成本十分谨慎”，因为上网本最大的吸引力在于其低廉的价格。英特尔公司(Intel Corp.)是微软公司的长期战略伙伴，其推出的Atom微处理器是大多数上网本的心脏。英特尔对微软的Windows 7销售计划也提出一些质疑意见，首席执行官保罗•奥特里尼(Paul Otellini)在2009年2月份的一次投资者见面会上表示，微软试图说服消费者将Starter版本升级的计划“将因多种因素而遇到困难”。同时，英特尔公司出资支持Moblin软件的开发，这是一款专门针对上网本和其他便携设备的基于Linux的操作系统，最近转由非盈利组织Linux基金会(Linux Foundation)负责其开发工作。围绕Windows 7的争论是上网本快速崛起后所引发的许多争论之一。市场研究公司Gartner最近预测，上网本在2009年的销量将增长近80%，至2,100万台，而个人电脑的销量将在今年史无前例地下滑11.9%。另外一个争论的话题是，从ARM Holdings plc获得设计许可的芯片制造商能否在运行Linux版本的低价系统上取代英特尔。ARM Holdings的技术在手机上的应用最为知名。Linux基金会的执行董事吉姆.赞林(Jim Zemlin)认为，电脑市场与手机市场的逐步融合将给微软带来最巨大的压力。通信运营商可能会提供低价的硬件，并通过数据服务来弥补低价硬件对收入带来的影响，但不会为操作系统支付太多的钱，而是会转向Moblin和其他Linux操作系统。然而，微软公司不太可能提供这种灵活性。不过，微软公司提出不同看法，认为使用Linux操作系统的上网本有一个很大的缺陷，即无法运行很多热门的电脑软件，如iTunes和Office等。Nick Wingfield / Don Clark相关阅读原声视频：比尔•盖茨背后的人(中文字幕) 2009-04-27微软3Q盈利锐减 看淡今年销售情况 2009-04-24新版MobileMe实现便捷同步 2009-04-21微软搜索引擎的认知度难题 2009-04-14谷歌力推Android操作系统挑战微软 2009-04-01 本文涉及股票或公司document.write (truthmeter('2009年04月28日09:51', '2353.TW'));宏碁股份有限公司英文名称：Acer Inc.总部地点：台湾上市地点：台湾证交所股票代码：2353document.write (truthmeter('2009年04月28日09:51', 'INTC'));英特尔英文名称：Intel Co.总部地点：美国上市地点：纳斯达克股票代码：INTCdocument.write (truthmeter('2009年04月28日09:51', 'MSFT'));Microsoft Co.总部地点：美国上市地点：纳斯达克股票代码：MSFTdocument.write (truthmeter('2009年04月28日09:51', 'ACEIY'));Acer Inc. (gdr)总部地点：台湾上市地点：NNOTC股票代码：ACEIYdocument.write (truthmeter('2009年04月28日09:51', 'ACEIY'));Acer Inc. (gdr)总部地点：台湾上市地点：NNOTC股票代码：ACEIY
Microsoft Corp. is taking an unusual approach with its new Windows 7 operating system: Customers buying many of the least-expensive laptops with the software are likely to be limited to running three applications at a time and miss out on other key features, or pay for an upgrade.The strategy is one of the ways the software giant is responding to inexpensive portable computers called netbooks, a bright spot in the gloomy personal-computer business that is causing many companies to modify their business plans.Netbooks -- compact laptops that can cost less than $300 -- pose problems for Microsoft because it can't charge computer makers as much for software used on the low-end systems as for standard desktops and laptops. The financial effects were felt in the quarter ended in December, when it contributed to an 8% decline in Windows revenue. Investors will be searching Microsoft's quarterly financial results this Thursday for further signs of netbooks' impact.The situation creates a dual challenge in launching Windows 7, which is expected to be released this fall. The company must try to protect Windows profit, a business that accounted for more than half of operating income in its last quarter, while trying to keep alternatives such as Google Inc.'s Android and other software based on the Linux operating system -- often less expensive or free -- from taking over the netbook market.Microsoft managed to grab the lion's share of netbook sales last year, but at a heavy cost. It was forced to offer Windows XP -- a version of the operating system it had largely phased out -- at bargain prices to counter Linux versions.A Microsoft spokeswoman declined to discuss prices it offers PC makers, but people familiar with the matter say the company takes in less than $15 per netbook for Windows XP once marketing rebates are taken into account -- far less than the estimated $50 to $60 it receives for PCs running Windows Vista, a newer operating system that runs on standard desktop and laptop PCs.Netbooks are expected to run better on Windows 7 than Vista, which required more powerful hardware than netbooks offered. To encourage use of the new software, the company plans to offer a version called Starter that will be inexpensive but comes with significant limits. Besides only running three application programs at a time, Starter will also lack some spiffy graphical interface features of other versions of Windows 7.Brad Brooks, corporate vice president for Windows product marketing at Microsoft, said it created Starter so it can offer Windows 7 on even the least expensive netbooks. Even with its limits, Mr. Brooks said Starter is an easier and more reliable operating system than Windows XP.'When you see Starter on netbooks, there are a lot of impressions that it is limited,' said Mr. Brooks. 'It's a pretty robust operating system for customers at the price points we're giving it to them.'Customers who aren't satisfied will have the option to pay an additional fee to upgrade to a higher-end version of the software, a process that will involve unlocking advanced Windows 7 features that are already stored on their PCs. Pricing for Starter, or for the upgrade, isn't yet known.Sumit Agnihotry, a vice president of product marketing at Acer Inc. -- one of the biggest netbook suppliers -- wouldn't say whether Acer plans to use the Windows 7 Starter version. But he said that being able to run just three applications -- and the requirement that customers pay extra for a higher-end version -- could be a tough sell, since Windows XP has no such limits.Acer expects to sell models at different price increments, Mr. Agnihotry said, noting that customers are willing to pay more for features beyond what XP offers. Acer is 'very sensitive about adding new cost' since netbooks' greatest attraction is their low price, he said.Intel Corp., a longtime Microsoft ally whose Atom microprocessor powers most netbooks, has also voiced some skepticism about Microsoft's Windows 7 plans. Intel Chief Executive Paul Otellini said at an investor conference in February that Microsoft's plan to convince consumers to upgrade from the Starter version 'is going to be tough for a bunch of reasons.'Intel has financed the development of Moblin, a Linux-based operating system for netbooks and other devices whose oversight was recently shifted to the nonprofit Linux Foundation.The debate over Windows 7 is one of many triggered by the rapid rise of netbooks. Gartner, a market research firm, recently predicted unit sales of netbooks will grow nearly 80% this year to 21 million units, while overall PC sales decline a record 11.9%.One question is whether chip makers that license designs from ARM Holdings PLC -- whose technology is best known on cellphones -- will be able to displace Intel on lower-priced systems running versions of Linux.Jim Zemlin, the Linux Foundation's executive director, thinks Microsoft faces the greatest pressure as the computer market takes on more aspects of the cellphone market -- with carriers subsidizing hardware prices with fees for data-service plans. Those carriers won't want to pay much for operating systems, he argues, and will want to customize Moblin or other Linux versions in ways Microsoft doesn't typically allow.Microsoft, however, counters that netbooks running Linux have a big disadvantage: They don't run many popular PC applications such as iTunes and Office.Nick Wingfield / Don Clark
Microsoft Corp. is taking an unusual approach with its new Windows 7 operating system: Customers buying many of the least-expensive laptops with the software are likely to be limited to running three applications at a time and miss out on other key features, or pay for an upgrade.The strategy is one of the ways the software giant is responding to inexpensive portable computers called netbooks, a bright spot in the gloomy personal-computer business that is causing many companies to modify their business plans.Netbooks -- compact laptops that can cost less than $300 -- pose problems for Microsoft because it can't charge computer makers as much for software used on the low-end systems as for standard desktops and laptops. The financial effects were felt in the quarter ended in December, when it contributed to an 8% decline in Windows revenue. Investors will be searching Microsoft's quarterly financial results this Thursday for further signs of netbooks' impact.The situation creates a dual challenge in launching Windows 7, which is expected to be released this fall. The company must try to protect Windows profit, a business that accounted for more than half of operating income in its last quarter, while trying to keep alternatives such as Google Inc.'s Android and other software based on the Linux operating system -- often less expensive or free -- from taking over the netbook market.Microsoft managed to grab the lion's share of netbook sales last year, but at a heavy cost. It was forced to offer Windows XP -- a version of the operating system it had largely phased out -- at bargain prices to counter Linux versions.A Microsoft spokeswoman declined to discuss prices it offers PC makers, but people familiar with the matter say the company takes in less than $15 per netbook for Windows XP once marketing rebates are taken into account -- far less than the estimated $50 to $60 it receives for PCs running Windows Vista, a newer operating system that runs on standard desktop and laptop PCs.Netbooks are expected to run better on Windows 7 than Vista, which required more powerful hardware than netbooks offered. To encourage use of the new software, the company plans to offer a version called Starter that will be inexpensive but comes with significant limits. Besides only running three application programs at a time, Starter will also lack some spiffy graphical interface features of other versions of Windows 7.Brad Brooks, corporate vice president for Windows product marketing at Microsoft, said it created Starter so it can offer Windows 7 on even the least expensive netbooks. Even with its limits, Mr. Brooks said Starter is an easier and more reliable operating system than Windows XP.'When you see Starter on netbooks, there are a lot of impressions that it is limited,' said Mr. Brooks. 'It's a pretty robust operating system for customers at the price points we're giving it to them.'Customers who aren't satisfied will have the option to pay an additional fee to upgrade to a higher-end version of the software, a process that will involve unlocking advanced Windows 7 features that are already stored on their PCs. Pricing for Starter, or for the upgrade, isn't yet known.Sumit Agnihotry, a vice president of product marketing at Acer Inc. -- one of the biggest netbook suppliers -- wouldn't say whether Acer plans to use the Windows 7 Starter version. But he said that being able to run just three applications -- and the requirement that customers pay extra for a higher-end version -- could be a tough sell, since Windows XP has no such limits.Acer expects to sell models at different price increments, Mr. Agnihotry said, noting that customers are willing to pay more for features beyond what XP offers. Acer is 'very sensitive about adding new cost' since netbooks' greatest attraction is their low price, he said.Intel Corp., a longtime Microsoft ally whose Atom microprocessor powers most netbooks, has also voiced some skepticism about Microsoft's Windows 7 plans. Intel Chief Executive Paul Otellini said at an investor conference in February that Microsoft's plan to convince consumers to upgrade from the Starter version 'is going to be tough for a bunch of reasons.'Intel has financed the development of Moblin, a Linux-based operating system for netbooks and other devices whose oversight was recently shifted to the nonprofit Linux Foundation.The debate over Windows 7 is one of many triggered by the rapid rise of netbooks. Gartner, a market research firm, recently predicted unit sales of netbooks will grow nearly 80% this year to 21 million units, while overall PC sales decline a record 11.9%.One question is whether chip makers that license designs from ARM Holdings PLC -- whose technology is best known on cellphones -- will be able to displace Intel on lower-priced systems running versions of Linux.Jim Zemlin, the Linux Foundation's executive director, thinks Microsoft faces the greatest pressure as the computer market takes on more aspects of the cellphone market -- with carriers subsidizing hardware prices with fees for data-service plans. Those carriers won't want to pay much for operating systems, he argues, and will want to customize Moblin or other Linux versions in ways Microsoft doesn't typically allow.Microsoft, however, counters that netbooks running Linux have a big disadvantage: They don't run many popular PC applications such as iTunes and Office.Nick Wingfield / Don Clark