專(zhuān)訪GoPro創(chuàng)始人：造無(wú)人機(jī)擺脫困境，飛向新高度

10 專(zhuān)訪GoPro創(chuàng)始人：造無(wú)人機(jī)擺脫困境，飛向新高度

GoPro是美國(guó)運(yùn)動(dòng)相機(jī)廠商。自兩年前公司股價(jià)達(dá)到峰值后，GoPro已跌去了四分之三的市值。這家在困境中掙扎的公司前不久發(fā)布了兩款新產(chǎn)品，Hero5相機(jī)與Karma無(wú)人機(jī)，期待以此提振低迷的股價(jià)。他們能做到嗎？

自2002年創(chuàng)始至今，GoPro已走過(guò)了很長(zhǎng)一段路。創(chuàng)始人尼克·伍德曼（Nick Woodman）在一輛大眾面包車(chē)?yán)镩_(kāi)始了自己的事業(yè)。但是當(dāng)它在2014年上市后，卻要面對(duì)比創(chuàng)始之初還要困難的局面。

隨著新款Hero 5運(yùn)動(dòng)型攝像機(jī)和Karma無(wú)人機(jī)的發(fā)布，GoPro按下了重置鍵。為什么現(xiàn)在是進(jìn)入無(wú)人機(jī)市場(chǎng)的好時(shí)機(jī)？GoPro將如何促進(jìn)消費(fèi)者對(duì)無(wú)人機(jī)的興趣，扭轉(zhuǎn)公司股價(jià)下跌勢(shì)頭的可能性又有多大？帶著上述問(wèn)題，F(xiàn)T記者采訪了尼克·伍德曼。

GoPro無(wú)人機(jī)的市場(chǎng)前景

Just how big the drone market is going to be is anyone's guess.Because it's still in its infancy.What is going to need to happen for us to fully realize how much consumer interest there is in drones, is to make the experience easy enough for the mass market consumer.

無(wú)人機(jī)的市場(chǎng)規(guī)模能有多大，這完全是每個(gè)人的猜測(cè)。因?yàn)樗匀惶幱隈唏匐A段。對(duì)于我們來(lái)說(shuō)，若要充分了解消費(fèi)者究竟對(duì)無(wú)人機(jī)有多大熱情，則必須讓產(chǎn)品體驗(yàn)變得足夠簡(jiǎn)單。

GoPro's biggest selling point for Karma is portability.The whole thing fits into a backpack which is small enough to fit under the seat of an airplane.And GoPro promises a new user can be up and running within 10 minutes after getting it out of the box.

GoPro對(duì)Karma最大賣(mài)點(diǎn)的定位在于它的便攜性。整個(gè)無(wú)人機(jī)可以塞進(jìn)一個(gè)雙肩包中，小到可以放在飛機(jī)的座位下。而且GoPro還承諾，一名新手在把產(chǎn)品拿出盒子后十分鐘內(nèi)就能玩轉(zhuǎn)它。

創(chuàng)始人伍德曼表示：

“There is another interesting element to flying a drone that I don't think people become aware of it until they are regularly flying it.That is a drone enables you to explore more.It's not just about even capturing video or photos, but it's about seeing what the top of that tree looks like.”

“操作無(wú)人機(jī)還有一種體驗(yàn)，我覺(jué)得除了老手一般人還未意識(shí)到，那就是賦予你探索更廣闊世界的能力。它所能做的不僅僅是拍攝視頻或照片，還在于能做讓你俯視一棵大樹(shù)這樣的事?！?/p>

“I think people are going to have a lot of fun exploring their world and seeing in a whole new way thanks to Karma.”

“我認(rèn)為Karma的面世能讓很多人以一種全新的方式去探索自己所處的世界，并樂(lè)在其中?！?/p>

如何促進(jìn)消費(fèi)者對(duì)無(wú)人機(jī)的興趣

Alongside the new hardware, GoPro is also launching a new cloud storage system and improved editing software.GoPro has been too slow when it comes to helping customers turn their raw footage into something they can quickly and easily share on YouTube or Instagram.

除了硬件的更新，GoPro還推出了一個(gè)新的云存儲(chǔ)系統(tǒng)，以及升級(jí)版的編輯軟件。GoPro在協(xié)助使用者將拍攝素材轉(zhuǎn)換為能在YouTube或Instagram等網(wǎng)絡(luò)平臺(tái)上分享的作品方面以前一直顯得動(dòng)作緩慢。

With the latest Samsungs and iPhones offering better cameras and improved water resistance, some analysts see smartphones replacing the stand-alone GoPro camera, but smartphones still break much more easily.

最新的三星和蘋(píng)果手機(jī)都搭載了更好的相機(jī)，也改進(jìn)了其防水性。于是一些分析師認(rèn)為智能手機(jī)將取代GoPro這種外置相機(jī)的地位。不過(guò)，智能手機(jī)還是太易碎了。

伍德曼稱(chēng)：

“GoPro is endearingly a cockroach.They are tough as nails.Smartphones are terrific productivity devices.It's a great daily device that you have in your pocket.But it has to do so many things that I don't think that it lands itself very well to the type of self-capture, convenient in performance that GoPro is famous for.”

“GoPro是討人喜歡的‘小強(qiáng)'，它們像鐵釘一樣堅(jiān)固。智能手機(jī)是很有效率的工具，你需要每天把它放在口袋里，但它做的事情太多了，以至于我并不認(rèn)為它能變身為像GoPro那樣專(zhuān)業(yè)便捷的自主捕拍設(shè)備?！?/p>

能否扭轉(zhuǎn)公司股價(jià)下跌的勢(shì)頭？

對(duì)于公司股價(jià)的下跌，伍德曼表達(dá)了自己的看法：

“One of the reasons that GoPro has struggled as a public company, specifically our stock has struggled over the last year is because we were slow to deliver new products and services that we said we would.To a certain degree, that resulted in a lack of confidence in our ability to deliver on our vision.”

“GoPro作為一家上市公司來(lái)說(shuō)并不順利，具體來(lái)說(shuō)我們的股價(jià)去年以來(lái)都不太好看，其中一個(gè)原因主要在于我們承諾的新產(chǎn)品和服務(wù)兌現(xiàn)的過(guò)程有些慢了。一定程度上，這讓外界對(duì)我們兌現(xiàn)承諾的能力信心不足?！?/p>

“In the end, we have a very big vision and it took longer to attract the leadership and the teams that were capable of building out this vision and realizing it.And we've finally done that, and we were excited to have finally launched this exciting new era of GoPro.”

“事情到頭來(lái)就是，我們有一個(gè)非常大的愿景，花了更長(zhǎng)時(shí)間吸引領(lǐng)導(dǎo)層和團(tuán)隊(duì)畫(huà)出藍(lán)圖并實(shí)現(xiàn)這個(gè)愿景，最終我們做到了，終于開(kāi)啟了這個(gè)令人興奮的GoPro新時(shí)代?！?/p>

詞匯總結(jié)

infancy ['?nf(?)ns?]

n.初期；嬰兒期；幼年

Just how big the drone market is going to be is anyone's guess.Because it's still in its infancy.

無(wú)人機(jī)的市場(chǎng)規(guī)模能有多大，這完全是每個(gè)人的猜測(cè)。因?yàn)樗匀惶幱隈唏匐A段。

portability [,p??t?'b?l?t?]

n.[計(jì)]可移植性；輕便；可攜帶性

GoPro's biggest selling point for Karma is portability.

GoPro對(duì)Karma最大賣(mài)點(diǎn)的定位在于它的便攜性。

drone [dr??n]

n.無(wú)人機(jī)（非正式）

That is a drone enables you to explore more.

那是使你探索更廣闊世界的無(wú)人機(jī)。

cockroach ['k?kr??t?]

n.[昆]蟑螂

GoPro is endearingly a cockroach.

GoPro是討人喜歡的“小強(qiáng)”。

deliver on 履行諾言

To a certain degree, that resulted in a lack of confidence in our ability to deliver on our vision.

一定程度上，這讓外界對(duì)我們兌現(xiàn)承諾的能力信心不足。