Sunday, September 13, 2009

Phil Schillerはすばらしい

cnn:Apple's amazing, incredible Phil Schiller
Posted by Philip Elmer-DeWitt
September 12, 2009 12:31 PM

Appleの"It's only rock and roll"イベントの次の日,
Erik ShermanがCBSのBNETで疑問視したのは,
なぜメディアは以前あった賭けのような戦略の重要性を失ってしまったか,だ.

The day after Apple's (AAPL) "It's only rock and roll" event, Erik Sherman asked on CBS's BNET why the media missed the strategic importance of the gaming announcements that were made that day.

彼はAppleがiPod touch ("funnest iPod ever")の紹介に発表の3分の1近くを使ったことと,
Sonyや任天堂の携帯ゲーム機に対抗した方法を示唆した.

He has a point. Apple spent nearly a third of the hour-plus long presentation talking about the iPod touch — the "funnest iPod ever" — and how it stacks up against handheld game machines made by the likes of Sony (SNE) and Nintendo.

まだマスコミの視点はJobs復帰,iPod nanoのカメラ,iPod touchにカメラが無いことだけに行っている.

Yet the attention of the press seemed to be on everything else: the return of Steve Jobs, the video camera on the iPod nano, the camera missing from the iPod touch.

このイベントをPodcastで再度見直すと,その理由を見つけた.
Phil Schillerだ.

I went back and reviewed the podcast video of the event and I think I've found the reason: Phil Schiller.

SchillerはAppleのエグゼクティヴチームがJobsを超えていることに気がついていないのだろう.
彼はworldwide marketing上級副社長であり,Jobsのイベントのレギュラーだ.
Jobsの体調が崩れたとき,彼は1月のMacworldでキーノートを行い,6月のWWDCで司会を行った.
今回のiPodイベントでは20分ほど話をしたが,Jobs含め全員の中で最長時間だ.

Schiller, for those who don't recognize anyone on Apple's executive team beyond its famous CEO, is the company's senior vice president for worldwide marketing and Steve Jobs' regular stand-in at events like this. He gave the Macworld keynote in January, when Jobs was too sick to attend, and emceed last June's World Wide Developers Conference. He ran the show for nearly 20 minutes Wednesday — longer than anyone else, including Jobs.

Schillerの話を再度聞くと,
彼のiPod touchの発表は重要なもので,
Appleがついに数十億ドルのゲーム市場に本気になってきたという事を示している.
彼は数値を記し,デモをし,それを証明した.

Listening to Schiller the second time, I realize that he actually made a strong case that Apple, with the iPod touch, is finally getting serious about competing in the multi-billion dollar videogame market. He had the numbers — and the demos — to prove it.

また,Schillerに焦点を当てているのは,私だけではない.
Shermanが書いたように,Schillerはイベントで40分近くステージに立ち,
Financial TimesのChris Nuttallは「これはニュースだ」と書いている.

But by that point, I had mostly tuned Schiller out — and I was not alone. As Sherman notes, it was roughly 40 minutes into the event — while Schiller was on stage — that Chris Nuttall from the Financial Times blogged, “I’m sorry, but can we get to some news.”

メディアには言えないが,水曜のイベントを見返し,
ついにSchillerの飽きさせず,形容詞を多様するプレゼンテーションスタイルを見出した.

I can't speak for the rest of the media, but after reviewing Wednesday's video I think I can finally put my finger on what it is about Schiller's presentation style that loses me: his tireless, repetitive use of the same handful of adjectives.

Schillerのプレゼンでは
great, cool, remarkable, unbelievable, more than anything else, amazing, incredible
だけが使われている.

In Schiller's world, everything Apple does is great, cool, remarkable, unbelievable and, more than anything else, amazing and incredible.

20分の間に多くのゲーム開発者が出てきたが,
Schillerは15分ごとにamazingとincredibleを繰り返しただけだ.
really greatと言った回数を調べようと思ったが,やめておいた.

In the space of his 20 minutes — much of which was ceded to game developers — Schiller repeated the words "amazing" and "incredible" an incredible 15 times each. I would go back and count the times he said "really great," but I don't think I can take it one more time.

Appleの製品に対する注目は,マーケティングを行う人にかかっている.
しかしその注目とコミュニケートすることが,顧客を失わないための方法なのだ.

Enthusiasm for one's products is a must for a marketing man. But so too is being able to communicate that enthusiasm in a way that doesn't lose the audience.

もしJobsが本気でiPod touchのメッセージを作りたかったならば,
「ファーストクラスのゲーム機だ」と形容しただろう.

If Steve Jobs really wants to drive home the message that Apple has, in the iPod touch, its first world-class game machine, maybe he should do it himself.

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