Reborn since 1993

Chapter 1059 The Art of Survival

Steve Jobs knows clearly what is more important and what is less important. For Apple right now, the most important thing is to survive.

In order to raise funds for the development of iMac, and to ensure that the Apple system still has a place and retains market share, Jobs had to swallow his pride and beg his arch-rival Bill Gates to ask Microsoft to invest money in Apple. This shows what situation Apple is in now.

Face is only useful when you are alive. The dead have no face!
The iPod may not be the most profitable product in Apple's history, but it is of great significance to Apple.

It allowed Apple to enter the ranks of consumer electronics from a traditional computer manufacturer. Don't underestimate this step. Dell, HP, Microsoft, IBM and other software and hardware giants all wanted to take this step but failed.

Is it that giants like Microsoft and Dell no longer want to make mobile phones after seeing the huge profits in the mobile phone industry?

In fact, these giant companies have all tried the waters to some extent, but finally sank to the bottom. The saying "different industries have different worlds" is not an empty saying.

But once Apple gets around to developing its own version of the iPod, it’s hard to say whether it can capture the market.

Feiyan MP3, which is backed by Dongling Hi-Tech, holds a large number of patents for MP3 and Internet music platforms. How could it be possible for it to give up its patents to the other party so easily?
Moreover, in addition to the iMac project, which Apple has high hopes for, a company on the other side of the ocean also has an all-in-one computer project.

The all-in-one computer project is the first confrontation between Dongling Hi-Tech and Apple. It is still unknown who will be the winner in the end!
But now Apple’s market value is less than 3 billion US dollars, which is lower than Feiyan Technology, a smaller subsidiary of Dongling Hi-Tech.

Of course, the value of a company cannot be judged simply by its market value. Take Apple today for example. Its market value is not high, but it is not easy to acquire it.

As for Dongling Hi-Tech's acquisition of Apple, it is certainly feasible in theory, but it is hard to say whether Jobs is willing to let Apple sell itself.

If Jobs was unwilling to sell Apple and chose to leave, Apple losing Jobs would be like losing its soul. Would there be any need to buy it?
And the most important point is that the acquisition of Apple means the instant end of the alliance between Dongling Hi-Tech and Microsoft.

Microsoft can tolerate the Apple system, survive and retain a little market share to avoid the Microsoft system falling into antitrust issues, but if anyone wants to support the Apple system, they will have to wait for Microsoft's wrath.

If the acquisition fails, then we can only start a war.

Dongling Hi-Tech's cash flow is much more abundant than that of Apple, which still has to lower its profile and ask Microsoft for funding.

In this battle, Dongling Hi-Tech's Shenzhou all-in-one computer is facing Apple's iMac. Mr. Li will not take it lightly. He will use all his strength even when fighting a rabbit, and he will definitely not be suppressed by Apple!

Looking back at the past, among all the giant companies suppressed by Apple, only a few were able to turn things around, and most of them were suppressed for their entire lives.

Mr. Li doesn't want Dongling Hi-Tech to suffer the same fate of being suppressed, so Dongling Hi-Tech will take the initiative in the all-in-one machine project.

As for killing Apple iMac, it is not very realistic. After all, Apple is supported by the American technology industry and occupies the world's largest consumer market. Apple's geographical advantage is simply too good.

Therefore, the strategy of Shenzhou all-in-one computer is basically to take Asia as the base, then seize the old European market, and finally fight for the American all-in-one computer market!

Jobs and Apple executives, who were still observing the Feiyan MP3, had no idea that someone had already set up a dragon gate formation and was ready to compete with Apple.

……

"In the Japanese market, the daily sales of Feiyan MP3 exceeded units for the first time, becoming the most popular music player product among Japanese users after Sony's Walkman!"

"After Feiyan MP3 was out of stock in old Europe, the Asian market, including mainland China, Hong Kong, Singapore, etc., is now out of stock across the board!"

"The global sales volume and new orders of Feiyan MP3 have exceeded 40 units, and the cumulative sales have exceeded million US dollars, which has already recovered the R&D costs!"

"Affected by Feiyan MP3, Sony's Walkman market, except for Japan, has experienced the largest decline in history in many markets around the world, especially in the Americas, old Europe, Hong Kong and other markets, where the market share has dropped by more than 30%!"

"Some Japanese electronics industry experts are worried that Sony's Walkman, CD players, MD and other players may be at risk of being replaced by electronic music players!"

After turning off the TV, Sony's current president, Nobuyuki Idei, looked a little worried, but it was just worry, not panic.

During this period, Japanese media's coverage of Feiyan MP3 can be divided into two stages. The first stage was when it was first launched. Just like Yan Lixiang, Japanese media were sarcastic about Feiyan MP3.

It is sneerful to think that Feiyan MP3 is to define the next generation of music player and replace Sony Walkman.

The second stage was the rapid growth of Feiyan MP3 sales in markets such as America and old Europe.

The key is not how many Feiyan MP3s were sold, but that with the emergence of MP3s, many users who were originally interested in buying Walkmans began to wait and see. The market trend in the electronics industry has always been to buy new rather than old. Outdated electronic products are really like Mrs. Niu's treatment. No one will buy them even if the price is reduced!
What has made the Japanese media most excited is that the sales of Feiyan MP3 in Japan have actually shown an upward trend. This has made the Japanese media a little uneasy and they have begun to lament that Sony's Walkman is going to be replaced.

In addition, Japan's economy has been stagnant in recent years. It seems that the electronic products that Japan is most proud of are also showing a trend of slow sales. Even though the emergence of MP3 is just a small sign, it still makes the Japanese media begin to panic.

"What is going on now?"

Nobuyuki Idei asked calmly to Ando, ​​the head of Sony's electronics business department, and Thomas Mottola, the president of Sony Music, who were sitting in front of him and reporting to him.

To be honest, Nobuyuki Idei was a little confused. You know, last year, Sony just set a new revenue record, with annual revenue exceeding US$560 billion.

The name of Sony is known throughout the world. Its televisions, cameras, stereos, camcorders, Walkmans, CD players, MDs, etc. are all selling like hot cakes. Even Sony Bank has begun to appear, and its semiconductor business is also booming.

Overseas, Sony is also doing very well. The revenues of Sony Music and Sony Pictures have both hit record highs, making it a Hollywood giant.

What boosted Sony's morale even more was the continued hot sales of the PS game console, which contributed more than 20% of Sony's revenue.

In this vibrant and prosperous state, when Nobuyuki Idei was suddenly told that Sony's Walkman was not selling well, how would he feel?
Ando looked at Thomas Mottola, who had come all the way from America to Japan, and Ando spoke first.

"The popularity of Feiyan MP3 is somewhat beyond our expectations. Compared with the sound quality of the player, Walkman and MD still have an advantage, but in terms of appearance design, portability and the number of songs that can be listened to, MP3 is indeed superior!"

Ando said helplessly that Sony's Walkman has been improved over the years, but no matter how it is improved, the essence of Sony's Walkman cannot be changed. It is a product from ten years ago. It needs to play tapes or discs, and its size is there, so it cannot be smaller than an MP3.

Thomas Mottola also said, "Napster is becoming the biggest rival of the record industry. MP3 and websites like Napster that allow free download of songs are destroying the entire record industry. Sony Music's revenue this year will also be affected."

Listening to what Ando and Thomas Mottola said, Nobuyuki Idei also understood the situation of the Walkman and Sony Music.

But this made Nobuyuki Idei even more annoyed and impatient. A small Feiyan Technology, an Internet music company, did he, the president of Sony, have to solve it personally?
Sony's Walkman business accounts for less than 6% of Sony's total revenue, but Sony's record business may be more important.

This cannot be blamed on Nobuyuki Idei's impatience. It's like people always ask, why don't the villains just kill the Chosen One in the early stages?
This is a good question. If we apply it to the founder of the Ming Empire, Zhu Yuanzhang, a member of the Beggars' Sect at the beginning, watching Emperor Shundi of Yuan Dynasty leading hundreds of thousands of troops to steal his job, he would probably have spent his whole life pondering over it.

"So, you're telling me that Sony Walkman is outdated and Sony records will be replaced by Internet music in the future?"

After hearing what Nobuyuki Idei said, Ando and the other man felt helpless. This was the helplessness of being a subordinate. They told their superiors about the possible risks, but when something went wrong, they still had to take the blame.

"Unite the record industry, file a lawsuit to shut down the Napster website, and file a huge claim against Shawn Fanning!

Sony music discs, Sony Walkman, and MD all started to drop in price to grab back the market! "

Nobuyuki Idei said to Ando and Thomas Mottola that he was ready to get rid of Feiyan MP3 and Napster in the simplest, most direct and brutal way.

You know, Sony is the one with the upper hand now. We can't let Sony just give up the advantage of Walkman and turn to developing MP3. Isn't that equivalent to hanging itself?
Ando was hesitant to speak. The Napster Japanese website has already been launched. It follows the same approach as in America and does not take the copyright of Japanese records seriously at all, because the server of Napster Japanese company is located in Hong Kong. This is also the reason why the sales of Feiyan MP3 in Japan suddenly increased.

Nobuyuki Idei watched Ando and the other man leave. In fact, he also understood the risks of doing so. If Sony could not defeat Feiyan MP3 even in a price war, then Sony would be completely defeated in the field of music players.

But for Nobuyuki Idei, this is actually the safest way. If he switches directly to MP3 and fails, he will be criticized by everyone.

On the contrary, since the Walkman lost the price war, Nobuyuki Idei could get rid of the person in charge of Sony's Walkman, and then switch to MP3. With Sony's popularity and influence, even if a latecomer entered the MP3 market and could not become the leader, it could still have a place.

This is the art of survival in the Japanese workplace and in giant companies like Sony. Just like the words in Zhao Benshan's sketch, where is the place where acne appears that is worrying? The answer is, on other people's faces.

Similarly, in office struggles, you will be safest if others take the blame!

So there are always people saying that giant companies are slow to respond to crises. This is because someone needs to take the blame. Only when there is no risk and all the rest is credit, will someone stand up to uphold justice.

Otherwise, if I take the blame, won't I be attacked by everyone and my executive position will be replaced?
……

Pingyang Airport has recently experienced its busiest time since its opening. Passenger planes transfer through Pingyang Airport every day. Attracting passengers is only one aspect, the key is to transport cargo!

In order to save time, the Feiyan MP3 players currently produced are basically airlifted to markets such as Hong Kong, America or old Europe. Compared with the profits earned from the MP3 players, that little shipping cost is almost insignificant.

(End of this chapter)