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苹果收购Beats,为了更时髦 - 站长搜索
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苹果收购Beats,为了更时髦

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2014-05-13 11:47:45 转载来源: 网络整理/侵权必删

AS网站目录(www.adminso.com):苹果收购Beats,为了更时髦 苹果或以32亿美元收购声乐设备商Beats算是本周末的头条了。很多人讨论和分析无非是两点:苹果要Beats的硬件?苹果要Beats的流媒体音乐订阅服务?但是也许大家都忽视了Beats产品的一个关键因素:时尚性

AS网站目录(www.adminso.com):苹果收购Beats为了时髦

苹果或以32亿美元收购声乐设备商Beats算是本周末的头条了。很多人讨论和分析无非是两点:苹果要Beats的硬件?苹果要Beats的流媒体音乐订阅服务?但是也许大家都忽视了Beats产品的一个关键因素:时尚性。

苹果今年非常可能推出iWatch,甚至更多的可穿戴产品。虽然大家都相信苹果的设计,认为市场前景广阔,但是人们愿不愿意戴在身上出门?这是可穿戴产品面临的重要问题,面对大众市场更要考虑这一点。笔记本、智能手机、平板电脑可以作为身外之物,是手部的延伸,但是可穿戴设备不是这样,它要融入衣服和饰品的整体感。

耐克、谷歌、三星、索尼、LG、摩托罗拉和Jawbone等已经推出了智能腕带、智能眼镜、智能手表等产品。但是收到的评价是毁誉不一,因为他们都像是为极客(Geeks)准备的产品,而不是大众产品。可见,要在科技产品中融入时尚元素,确实不是容易的事情,就连耐克现在也要放弃智能腕带FuelBand业务了。

目前为止,只有Beats一家公司真正意义上把电子配件做成了时尚产品,也是Beats公司最有价值的资产:品牌和能将可穿戴设备变成大众接受的产品的能力。Beats的设计师Robert Brunner以前接受采访时候也说过Beats产品无关科技,而是时尚。

Robert Brunner是苹果的第一个工业设计师,也是他在离开苹果公司以前聘用了Jony Ive。2008年他设计第一个Beats耳机的时候,部分目标就是要创造“可以作为显著的人体艺术”的产品。 Robert Brunner指出,虽然发烧友批评Beats耳机,但是事实是人们就算不听音乐,也愿意把Beats耳机戴在脖子上,Beats耳机就是时尚。

Robert Brunner还列出了可穿戴设备的三大关键:

“第一,穿戴以后的感觉比设备本身的功能更加重要。如果你感觉一个设备不是你个人的一部分,也不会加强你的个人认知,你就不会戴它。”这一点,苹果的Jony Ive也表示过赞同。他设计的产品也成功做到了这一点。

“第二,这和科技完全没有关系,这只关乎设备为人们做什么。如何融入和改善人们的生活。设备需要对人们的生活做出有价值有意义的事。”苹果产品就很好做到了有重点,对用户有明确的益处。另一方面,三星那种把功能都堆砌出来,看用户会选择哪一个的方式,就十分愚蠢了。

“第三,谁先代言可穿戴设备很关键。我们Beats耳机一开始找对了代言人,我们找了引人注目的有抱负的人群来代言。而蓝牙耳机、甚至谷歌眼镜一开始就找错了代言人,这限制了这些产品的普遍影响。没人希望戴上蓝牙耳机被看做推销员或者戴谷歌眼镜被看做混蛋的。时尚,关键就是第一个穿的人!”

标签: 苹果 收购 Beats 为了 时髦


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