雙語財經新聞 第75期:專訪卡巴斯基創始人尤金卡巴斯基(2)
Extendance: So in online marketing... search engine optimization, do you do any of that?
Eugene: I think there are people who do this, but I don’t know it. I don’t know all the details. I don’t think people type “antivirus “ on Google when they want to buy an antivirus. People know which product to buy, or they call experts.
尤金:我知道有些人有做過搜索引擎優化，但是我不瞭解這方面的東西，我也 不清楚具體的細節。我不認爲人們會在他們想要買反病毒軟件的時候僅僅是在 Google上面輸人“反病毒“幾個字就夠了。人們應該知道買什麼樣的產品,或者他們會諮詢專家。Extendance:so that’s where the education comes in…
Exlendance:那也是之所以需要教育的原因。
Eugene: Exactly, yes. Also, they ask kids these days. I heard many stories from journalists or from our partners or distributors, people that have business with us, that people say “We used your product because my granddaughter told me about it”.
尤金:的確是這樣的。其實他們也詢問小孩。我從一些新聞工作者那裏、從我們 的合作伙伴那裏或者是從我們的經銷商那裏聽說了很多這樣的例子，那些跟我們 做生意的人常說我使用你們的產品是因爲聽我的孫女談起過你們的產品”。“The task is how to get the communities, how to build the communities. That， s not easy because the people in the communities are not slaves, they are free people. If you don’t like that, then forget about it.
“其任務是如何獲得社區，如何建立社區。這並不是一件簡單的事情，因爲社區 裏的人並不是奴隸,他們是自由人。如果你不喜歡,那麼把它拋在腦後。”Extendance: Which online marketing activities will you be more interested in doing in the future? I think you’ve probably already answered this!
Extendance:你將來會對哪些網絡營銷活動感興趣？（我想你可能已經回答過這 個問題了 )。Eugene: Yes, communities. The thing is, the task is how to get the communities, how to build the communities. That’s not easy because the people in the communities are not slaves, they are free people. If you don’t like that, then forget about it.
尤金:是的，是社區。關鍵在於如何去獲得社區，如何去建立社區。這並不是一 件簡單的事情，因爲社區裏的人並不是奴隸，他們是自由人。如果你不喜歡,那麼把 它拋在腦後。Extendance: Have you got any examples of very successful marketing tools, marketing campaigns you started from the beginning without knowing before hand whether they would be successful or not?
Extendance:你有過什麼非常成功的營銷手段的例子嗎？那些在一開始的時候 並不會事先知道它們能否成功的例子。Eugene: The best marketing tool, which really accelerated sales, was a special technology which we used to control the piracy level. So we have a list of the activation codes and a list of key files — we don’t sell products, we sell subscriptions3, because we provide updates to technology: 1, 2, 3 are all technology, and the technology is developing updates. It’s like petrol in your car. An antivirus without updates is nothing. We could see that millions of people were using the same key file. And we put this key file on a black list, so when your key file is on a blacklist you can’t get updates any more. The product still works. Our sales jumped 3 to 4 times in Russia, in Germany, in the UK, in the USA and in France: that was a surprise. When we block the key, some people will switch to another product, some will find another pirated version and many people will switch to the legal version. That was a “DOS attack” on our activation service — the head of operations in America called up the VP marketingin America and said, “What did you do?” The company strategy is that piracy is not a question of mind, piracy is a question of the wallet. And actually this is one of the reasons that we are building a business very effectively, although now we are predicting that the speed of our growth would be a bit less than 100%, because people are switching to pirated versions. At the same time, we have special antipiracy protection in our products, and that means about 10 things that they have to do to make the pirated version work... So if it’s more expensive to buy the legal version you will do that. It depends if your time costs more. It’s a kind of balance.
尤金：那些能夠促進銷售量的最好的營銷手段是我們用以控制盜版水平的技 術。我們擁有一系列的激活碼和一系列的密匙文件。我們賣的不是產品而是使用 權，因爲我們提供技術更新。1、2、3都是技術，而這個技術就是指更新。就像是汽車 裏的汽油。一個沒有更新的反病毒程序是沒有用的。當我們看到數以百萬計的人在 使用同一個密鑰文件，我們就會把這個密鑰文件放到黑名單裏去,然後你將再也得 不到任何更新。但是產品仍然是可以工作的。在俄羅斯、在德國、在英國、在美國和 法國，我們的銷售量成倍的增長，這是一個驚喜。當我們阻斷一個密鑰的時候，有些 人會轉而使用其他的產品，有些人會去尋找另外的盜版版本，但更多的人會轉而使 用正版。那就是我們激活服務的一個“阻斷服務攻擊”，在美國的運營負責人打電話 給美國的營銷副總裁說你都做了什麼？ ”公司的戰略是:盜版並不是思想的問題， 而是錢包的問題。而事實上這也是我們能夠高效建立業務的一個原因，即使現在我 們預測我們的增長將低於100%，由於人們在轉而使用盜版。同時，我們的產品都擁 有一套特殊的防盜版保護系統’這也就意味着他們必須得做大約10件事情才能使 盜版生效。所以如果買正版比這個過程所花費的要更加昂貴的話，你可能會去這麼 做。這更取決於你的時間成本。這是一種平衡。Extendance: Is there anything that the U.S. and Europe can learn from each other to improve their marketing approach?
Extendance:有什麼是美國和歐洲可以相互學習以此來改進他們的營銷方式的 地方嗎？Eugene: Good question. It’s not a question about Europe and the United States. I think it’s a question of Europe, the States, and Asia. We can learn from different markets, we can learn different things. What Americans can learn from Europe is European service, because in the United States in some cases it’s not as comfortable as in the same situation in Europe. Like in Texas, in a five -star hotel I go to the restaurant and there is a menu. On the left side is hamburgers, meat, chicken, fish, vegetarian. On the right side, hamburgers, sandwiches, meat, fish, chicken, vegetarian. Drinks: Coca-Cola, Coca-Cola light. I can’t remember which airline it was, I was sitting in first class in seat A1_ Facing the toilet. Americans don’t have the same feel as the Europeans, the British are somewhere in between. What we can learn from Oriental countries is a higher level of service. In Japan, everything is done in such a way that you want to be Japanese! What European countries can learn from the United States is global expansion, not to be afraid of global expansion, not to be afraid of having offices around the globe, not to spend on the domestic4 market only but to spread, not to be afraid to invest a lot of money into the business — actually investment is not the right word nowadays.
尤金:這個問題問得很好。我認爲這不只是關於歐洲和美國，而是關於歐洲、美 國和亞洲。我們能夠從不同的市場學到不同的東西。美國人能從歐洲學習的地方是 歐洲的服務,因爲在美國有些情況下並不如歐洲同樣的條件來得舒服。像是有一次 在德克薩斯的一家五星級酒店我去餐廳吃飯，菜單的左側是漢堡包、豬肉、雞肉、魚 和蔬菜。右側是漢堡包、三明治、豬肉、魚、雞肉和蔬菜。飲料是可口可樂和健怡可 樂。另一次是(我記不起是哪個航空公司了餓坐頭等艙在A1的座位,結果是對着廁 所的。美國人沒有像歐洲人那樣的感覺，而英國人處於當中。我們能從東方國家學 習到的是更加高等級的服務。在日本，所有的事情都是以這種方式完成的。歐洲國 家能從美國學習的地方是全球性的擴張。不用畏懼全球性擴張，不用畏懼在世界各 地都有辦事處，不要僅僅是在國內市場投資而不做擴張，不要懼怕投入大量資金在 業務上,事實上投資今天並不是一個好詞。I think the different countries, different cultures can learn a lot from each other and their colleagues around the globe.
我認爲不同的國家、不同的文化可以從對方那裏，以及從世界各地的同事們那 裏學習很多東西。
