PC，你怎么就卖得这么不好？

我终于明白平板电脑为何如此畅销了。我在年底假期间送出了一台平板电脑，但也收到了一台平板电脑，从那时起，这台平板电脑就一直与我形影不离了。然而，我最后发现自己仍然在PC上花费最多时间，也完成了最多的事情，而平板电脑充其量只能做为一种补充的角色。 在为两台平板电脑以及PC进行设定时，我发现自己不太喜欢触控屏幕，而且也对Window 8感到伤脑筋。我大概花了比平常更多三、四倍的时间，才能在小尺寸的平板电脑触控屏幕上输入文字，而且还错字连篇，有时甚至还必须重复好几次触压平板上的命 令键才行。此外，我也没法在PC上的Window 8上找到任何熟悉的选项，所以我的PC执行效率也不高。因此，对于IDC发布全球PC在第四季的销售量下滑，我一点也不觉得惊讶。 根据IDC的研究报告，2012年第四季的全球PC出货量约8,980万台，较2012年同期下滑6.4%，比原先预估下滑4.4%的数字表现更差。分析师 归纳出货量下滑的部份原因在于消费者期待市场上推出更新且功能更酷的计算机。但我并不认同这个看法──我在去年12月买的PC已经搭载了更大的屏幕、更时尚 的外观，重量也变得更轻巧了，但其价格约相当于一台 iPad mini 。而且在为其进行安装与客制化过程中，它复杂地几乎让我放弃了。 PC为何卖得不好？IDC的分析报告有详细的说明： “尽管 Windows 8 操作系统在本季推出，象征着PC产业一个新阶段的开始，但它所带来的影响力并未快速提振日益下滑的PC需求；此外，面对竞争的设备以及持续的经济衰退，PC市场持续退居二线。因此，2012年第四季也出现了过去五年来在年底假期的销售旺季首次见到衰退的情形。” 本文授权编译自EBN Online，版权所有，谢绝转载 本文下一页：选择PC或是平板，并不一定非此即彼

相关阅读：
• 再见，PC主板！英特尔只能陪你到Haswell推出了
• 借平板电脑之势，2013年处理器市场高歌猛进
• PC厂商向平板厂商“不耻下问”，欲重获消费者青睐c5wesmc

{pagination} “PC市场从2012年以来面对接二连三的挑战，导致第四季业绩低迷的结果，并未让人感到太过于惊讶。IDC先前即已预测到2012年下半年可能出现的窘境。包括消费者以及PC供货商与经销渠道的关注焦点也不断地被平板电脑与智能手机持续成长的需求转移。此外，对于在Windows PC上使用触控或是在平板电脑上使用触控的问题，也减缓了对于PC采购的商用支出。” “虽然第三季的重点在于出清 Windows 7 的库存，但初步研究显示这并未明显提升第四季的 Windows 8 设备销售，”IDC资深研究分析师表示。此外，“供货商均致力于推动以触控为中心的PC，而忽略了其它可能带来更稳定、可靠且高效用户体验的更多功能特色。因此，当 Windows 8 发展得更成熟，加上其它相应变量如 Ultrabook 的价格下滑时，我们预期在2013年可望看到PC市场需求重现。” 我认为选择PC或是平板电脑，并不一定是一种非此即彼的决定。透过定价策略就能让消费者拥有两种装置。平板电脑在很多方面仍然比不上PC的作业效率。我就是 一些在去年买了PC后打算再买平板电脑的消费族群。但平板电脑用户多半将它用于娱乐与移动通信应用。因此还有一大群的PC用户，他们并不想要买一台看起来 或使用起来像平板电脑或智能手机的PC。 我认为，PC/平板电脑/智能手机市场正着眼于尚未准备好要买哪一种装置的跨界融合用户。但即使 Windows 8 变得再怎么简单易用，我也不想要一款以触控为中心的PC。我了解 Windows 打算成为智能手机、平板与PC的单一平台，但它不能只顾着迎合触控功能的发展趋势。如果PC市场将希望寄托于使 Windows 8 市场成熟来刺激PC销售，那么就像IDC说的，它在2013年仍面对着更具挑战性的市场。 本文授权编译自EBN Online，版权所有，谢绝转载 编译：Susan Hong 参考英文原文：Why PCs Aren't Selling，by Barbara Jorgensen, EBN Community Editor

相关阅读：
• 再见，PC主板！英特尔只能陪你到Haswell推出了
• 借平板电脑之势，2013年处理器市场高歌猛进
• PC厂商向平板厂商“不耻下问”，欲重获消费者青睐c5wesmc

{pagination} Why PCs Aren't Selling Barbara Jorgensen, EBN Community Editor I finally understand some the hype around tablet devices. I gave a tablet and received one during the holidays and I’ve been attached at the hip with mine ever since. However, hour for hour, I still spend more time at and do more with my PC and use the tablet as a supplement. Between setting up two tablets and one new PC in the past month, I’ve discovered I hate touchscreens and I’m still waiting for someone to tell me why Windows 8 is a good idea. It takes me three or four times as long to type anything onto tiny tablet touchscreens and typos run rampant. I sometimes have to tap commands two or three times on the tablets and I can’t find any familiar menus on Windows 8, so the PC is running with minimum efficiency at the moment. I’m not at all surprised that PC sales dropped in Q4. IDC reports worldwide PC shipments totaled 89.8 million units in the fourth quarter of 2012, down 6.4 percent compared to the same quarter in 2011 and worse than the forecast decline of 4.4 percent. The analyst attributes the drop, in part, to unmet expectations of newer, cooler PCs and features. I disagree -- the PC I bought in December has a bigger screen, a sleeker look, and is more lightweight than anything I’ve owned in the past, and it cost the same as an iPad mini. Too bad I gave up in frustration from customizing it. (For a different perspective, see Year of the Phablets.) Here’s some additional analysis from IDC: Although the quarter marked the beginning of a new stage in the PC industry with the launch of Windows 8, its impact did not quickly change recently sluggish PC demand, and the PC market continued to take a back seat to competing devices and sustained economic woes. As a result, the fourth quarter of 2012 marked the first time in more than five years that the PC market has seen a year-on-year decline during the holiday season. The lackluster fourth quarter results were not entirely surprising given the spate of challenges the PC market faced over the course of 2012. IDC had expected the second half of 2012 to be difficult. Consumers as well as PC vendors and distribution channels continued to be diverted from PC sales by ongoing demand for tablets and smartphones. In addition, questions about the use of touch on Windows PCs vs. tablets slowed commercial spending on PCs. "Although the third quarter was focused on the clearing of Windows 7 inventory, preliminary research indicates the clearance did not significantly boost the uptake of Windows 8 systems in Q4," said Jay Chou, senior research analyst with IDC's Worldwide Quarterly PC Tracker. "Lost in the shuffle to promote a touch-centric PC, vendors have not forcefully stressed other features that promote a more secure, reliable and efficient user experience. As Windows 8 matures, and other corresponding variables such as Ultrabook pricing continue to drop, hopefully the PC market can see a reset in both messaging and demand in 2013." I don’t think the PC vs. tablet choice is an either/or decision. Pricing has enabled consumers to own both -- and then some. Tablets are still not as good as PCs for a lot of things (including writing). I’m certain some consumers that would have bought a PC last year opted for a tablet, but they are using the tablet for what it’s meant for: entertainment and mobile communications. There is still a huge base of PC users who don’t want their PCs to look and act like a smartphone or tablet. I think the PC/tablet/smartphone market is pushing a convergence users aren’t ready for. I don’t want a touch-centric PC and even if Windows 8 was easy to use, I’d still resist it as a touch-only interface. I understand Windows’s desire for a single platform for phones, tablets, and PCs, but it doesn’t have to cater only to touch. If the PC market is resting its hopes on the maturation of Windows 8 to spur future sales -- as IDC suggests -- then indeed it will be facing a tough market through 2013.