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曾经不可一世的PC王者惠普如今被列入了ReadWriteWatch的死亡观察名单。尽管惠普不会马上被踢出局,但是长期来看,危险丛生,下面我们细细解读。

基本资料:

惠普无所不做。在消费产品领域,惠普的笔记本和打印机业界闻名,最近又攻入智能机和平板电脑领域。在企业用户领域,惠普提供数据管理,数据安全,咨询服务以及各种软硬件的支持。近30年来,惠普还维护着Unix系统。

惠普雇佣超过三十万名员工,行销170个国家,2011年收入1270亿美元,是全世界最大的PC生产商。仅11年四季度,公司利润100亿美元,并有80亿美金的银行存款。

问题来了:

很大程度上,惠普赖以生存的都是不那么尖端的领域。当微软都开始推动平板电脑和智能手机业务,惠普“最大PC生产商”的皇冠就变成了累赘。

一年前,惠普已经开始思索退出个人系统领域,寻找有别于PC业务的新战场,实现战略转型。在企业用户层面,便宜的云端服务已经开始从惠普长期努力的传统IT渠道抢生意了。

惠普两年内还流失了三个CEO(其中一个被指性骚扰),投入了数十亿在平板电脑上最终流产,在是否投入WebOS的问题上朝令夕改。最终导致股价在过去两年内蒸发50%,竞争对手却渐入佳境。

仅仅上月,惠普就宣布裁员27700人,利润下降31%,收入下降3%。

救星?

惠普把宝压在Meg Whiteman身上。她在eBay当了九年的CEO,还在2010年参选加州州长,但败给了现任州长Jerry Brown。尽管有些事后诸葛亮质疑她在eBay时对Skype的收购决策,Whiteman依然被认为是一个强有力的领导者,有着敏锐的商业嗅觉。

上周在拉斯维加斯的惠普2012展望会上,Whiteman承认现在公司管理层的混乱,并许诺带来改变,着手一项长约四至五年的转型。

诊断

在展望会上,Whiteman强调公司将把重心放在硬件业务上

“我们的根基是基础设备——PC,打印机,服务器,存储和网络搭建。这是惠普为之骄傲的差异化优势。我们可以在这项业务上做到领先。”

硬件业务提供了惠普现在70%的营收,惠普当然可以继续依赖它。但是市场中没有永远的老大,同时在快速发展的技术领域,如平板电脑和智能手机,惠普缺乏相应战略。对于这些重要的领域,如果他们不能摆脱“顺带玩玩”的思想,惠普的硬件战略会显得很空洞,同时业务会被继续蚕食。

惠普还有救么?

惠普有问题,但是他们也有资源。成败与否要看White能否在惠普的全线战略上做出正确的判断。同时还要看她能不能通过合适的并购来补充公司的业务空白。

尽管将硬件,软件和服务捆绑销售的老方法目前还可行,Whiteman必须要考虑公司提供的产品品类的逻辑性是否符合消费者需要,而不是简单遵从惠普的传统优势。

如果战略对路的话,惠普还可以在未来继续获利。但是惠普想重夺科技公司领导者的希望渺茫。

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Representing the country's best new talent, Holly Fulton and Peter Pilotto won the Swarovski's Emerging Talent Awards, while established talent was recognised too – John Galliano was honoured with the Outstanding Achievement in Fashion Design award.Today, the British Fashion Council has unveiled the shortlist for the 2008 British Fashion Awards.Supported by Swarovski, the ceremony will take place on 25 November and is set to be a glittering affair, packed with the industry's leading lights.'The Awards celebrate the extraordinary talent within the British fashion industry as highlighted in this year’s nominees list,' Hilary

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