It was no ringing endorsement for Nokia. The Finnish mobile giant opened an industry trade show in Barcelona with the launch of six new phones -- and saw its share price fall roughly 1% for each. While Nokia is delivering on its strategy to target both high-end customers and those in emerging markets getting online for the first time, it is being squeezed at both ends.
诺基亚(Nokia)并没有获得市场的强烈认同：这家芬兰手机巨头在巴塞罗那召开的一个行业贸易展上推出了六款新手机，然而其股价也下跌了差不多6%。虽然诺基亚正在实施同时瞄准两类用户的战略（高端用户和新兴市场首次使用手机上网的用户），但它在这两个市场都受到挤压。
There was much to admire in Nokia's new product range. The PureView 808 features a 41-megapixel camera, promising the best-ever image and video quality seen on a mobile phone. The Lumia 610 is Nokia's first midrange smartphone running Windows, which will be priced at 189 euros ($254) to appeal to cost-conscious European and U.S. customers. And the launch of two lower-priced Asha feature phones should play to Nokia's historic strengths in emerging markets.
诺基亚推出的这一系列新产品还是有不少可圈可点之处：PureView 808带有分辨率高达4,100万像素的摄像头，能够在一部手机上呈现有史以来最精细的图像和视频；Lumia 610是诺基亚首款安装了Windows操作系统的中端智能手机，其价格为189欧元(约合254美元)，目标客户为欧洲和美国那些注重价格的用户；新推出的两款低价Asha功能手机应该能够发挥诺基亚在新兴市场的传统优势。
But that is only half of the story. The PureView runs on Nokia's soon-to-be-discontinued Symbian operating system; adapting the graphics technology for use on a Windows Phone will take time. The Lumia phones will compete head-to-head with now-ubiquitous Android-based phones. And Nokia's Asha range is aimed midway between a feature phone market estimated to contract by about 8% this year and a market for low-end smartphones that faces tough price competition.
但故事到此只讲了一半：PureView安装的是诺基亚即将停用的操作系统塞班(Symbian)，将相关图形技术移植到Windows操作系统上还有待时日；Lumia系列则将和如今十分普及的安卓(Android)手机展开针锋相对的竞争；Asha系列手机的定位处于两个市场之间：一个是今年预计将收缩8%的功能手机市场，一个则是面临激烈价格战的低端智能手机市场。
Meanwhile, winning over customers to Windows Phones will be a challenge. The smartphone market is becoming more concentrated. Apple, Samsung and HTC made 99% of the sector's operating profit in the fourth quarter of 2011, estimates Sanford Bernstein. Sales of new Windows Phones made up less than 2% of U.S. smartphone sales in the quarter; its 'marketplace' offers just 65,000 apps, versus more than 400,000 for the iPhone.
与此同时，想为Windows手机赢得客户也是一大挑战。智能手机市场的集中程度越来越高：研究机构Sanford Bernstein估计，2011年四季度，苹果(Apple)、三星(Samsung)和HTC把持了这一市场99%的营业利润。同期新款Windows手机的销售额在美国智能手机总销售额中的占比不到2%，其应用程序商店仅提供6.5万款应用程序，而iPhone能够使用的应用程序则超过40万种。
Average selling prices for Nokia's phones fell 23% in the fourth quarter from the previous year. Heavy spending on marketing and retail staff training could put a further dent in margins, which Nokia has warned may turn negative this quarter. The shares trade at 14 times 2013 consensus forecast earnings, according to FactSet: That may be calling too much of a recovery.
去年四季度诺基亚手机的平均售价同比下跌23%。在营销活动和零售员工培训上投入巨资可能会进一步侵蚀利润。对此，诺基亚已经发出警告：这一季度利润可能为负。FactSet的数据显示，以诺基亚2013年一致预期盈利计算，该股预期市盈率为14倍。从这一估值水平看，其业务还难以称得上转入复苏。
Hester Plumridge
- promising [´prɔmisiŋ]
a.有希望的；有为的 (初中英语单词) - running [´rʌniŋ] a.奔跑的；流动的 (初中英语单词)
- european [juərə´pi:ən] a.欧洲的 n.欧洲人 (初中英语单词)
- system [´sistəm] n.系统，体系，制度 (初中英语单词)
- compete [kəm´pi:t] v.比赛，竞争，对抗 (初中英语单词)
- challenge [´tʃælindʒ] n.&vt.向....挑战；怀疑 (初中英语单词)
- previous [´pri:viəs] a.先，前，以前的 (初中英语单词)
- launch [lɔ:ntʃ] vt.发动 n.发射；汽艇 (高中英语单词)
- roughly [´rʌfli] ad.粗糙地；毛糙地 (高中英语单词)
- appeal [ə´pi:l] vi.&n.请求；呼吁；上诉 (高中英语单词)
- historic [his´tɔrik] a.有历史意义的 (高中英语单词)
- negative [´negətiv] a.否定的 n.否定词 (高中英语单词)
- midway [,mid´wei] n.中途 ad.&a.中途(的) (英语四级单词)
- winning [´winiŋ] n.&a.胜利(的) (英语四级单词)
- retail [´ri:teil, ri´teil] n.&a.&v.零售(商品的) (英语四级单词)
- strategy [´strætidʒi] n.兵法；战略 (英语六级单词)
- forecast [´fɔ:kɑ:st] vt.&n.预测；预报 (英语六级单词)
- earnings [´ə:niŋz] n.收益；报酬；获得 (英语六级单词)
- calling [´kɔ:liŋ] n.点名；职业；欲望 (英语六级单词)
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