戴尔新平板能打破iPad霸权吗？

    如果你是一名80、90后创业者或职场人士，那么你正好是戴尔公司最新的市场目标。

    上周三，戴尔公司发布了一款名叫Venue 10 7000的平板电脑。该产品最引人注意的功能，就是它搭配了一款既能拆卸又能翻转的键盘，赋予了它一种“多面手”的感觉。

    而这也正是这家总部位于德克萨斯州的硬件巨头想达到的效果。这款全新的Venue 10平板搭载了谷歌最新发布的Android 5.0，以及这款备受欢迎的移动设备操作系统的企业级版本Android for Work，以同时满足用户的商用和家用需求。你既可以在家用它看电影，也可以接上键盘给你的老板回邮件，同时它也具备一切主流平板的其它功能。

    为了在苹果主宰的平板电脑市场中攫取更多份额，戴尔选择了更加关注企业用户这一切入点。不过根据IDC的数据，截止2014年年末，戴尔在平板电脑市场上的份额尚未挤入前五名。相比之下，苹果的市场份额则达到28.1%，其次是三星的14.5%。由于错过了平板电脑这艘船，戴尔也失去了一个庞大的潜在市场，因为人们早已习惯了上下班在台式机、笔记本电脑和移动设备之间频繁切换。尽管如此，戴尔还是继续在平板电脑领域投入重金，希望取得突破性的进展。

    2013年，为了在没有华尔街投资人压力的情况下进行业务重组，上市多年的戴尔公司摘牌转入私营。截至目前，戴尔的业务转型仍在继续进行中。

    戴尔首先于2012年发布了Venue品牌的智能手机，随后于次年转向了Windows和Android平台的平板电脑。后来戴尔相继发布了数款产品，最近的一款Venue 8 7000平板就是在今年的拉斯维加斯CES消费电子展上发布的。

    在Venue 10 7000的旧金山发布会上，戴尔公司副总裁尼尔•汉德对《财富》表示：“工作和娱乐不再分离。”

    微软Surface平板走得也是类似的路子，这家软件巨头希望人们能用Surface平板取代笔记本电脑。它也为Surface配备了可拆卸的键盘，并称它的操作系统和Microsoft Office套件可以满足各种商务需求。

    不过，作为一家长期生产微软Windows系统电脑的厂商，此次戴尔却选择了Android系统。这首先是因为戴尔做Android平板已经有一段时间了，另一个原因则是戴尔似乎也采取了一个越来越被广泛接受的战略，即操作系统的一致性。

    汉德指出，如今人们无论是在家还是在单位都会使用到多种设备，而且“你的设备经常要连接你的手机。”

    他表示，自己使用的是一款Nexus 5手机，这是一款Android系统的智能手机，所以他在测试这款新平板的时候，非常喜欢它提供的互补性功能。我问他对微软不受欢迎的智能手机怎么看，汉德礼貌地回避了对微软的批评，只是表示戴尔只是看重市场份额数据。

    戴尔之所以把目光瞄准年轻的80后90后职场人士，还因为谷歌的产品如今正越来越受学生一族的欢迎，不论是在学校还是在家。如今很多高中生和大学生都在用Gmail、Google Drive等谷歌工具做作业。所以谷歌和戴尔都希望等这些学生毕业，并进入职场后，能够继续依赖并喜爱这些他们熟悉的工具。

    一旦这些年轻学子挣到了足够的钱——或是他们的老板慷慨地为他们掏钱购买，那么Vuenue 10 7000的499美元的售价也就不算什么了。（财富中文网）

    译者：朴成奎

    审校：任文科

    If you’re a millennial-aged entrepreneur or professional, you are Dell’s latest target market.

    On Wednesday, the company unveiled the Venue 10 7000, its new tablet whose most noticeable feature is a detachable and reversible keyboard that makes it feel fairly versatile.

    And that’s exactly what the Texas-based hardware giant wants. Equipped with Google’s newly released Android 5.0 and Android for Work, the enterprise version of its popular operating system for mobile devices, the new Venue 10 is supposed to be a device for both business and personal use. You can use it to watch movies at home, pop the keyboard in to answers some emails from your boss, and everything in between.

    Dell is trying to gain traction in a tablet market dominated by Apple by focusing more on corporate customers. So far, Dell has yet to crack the top five in tablet market, which Apple led with a 28.1% market share at the end of 2014 followed by Samsung with 14.5%, according to IDC. By missing the boat on tablets, Dell has lost out on a potentially huge market as people at work and home shift between desktops, laptops, and mobiles devices. Despite the struggles, the company continues to invest heavily in tablets in hopes of a break-through.

    In 2013, Dell, a long-time publicly traded company, went private so that it could focus more on retooling its business without the pressures of Wall Street investors. It’s still a work in progress.

    Dell first launched its Venue brand in 2012 for smartphones, but shifted to Windows and Android tablets the following year. It’s since released a handful of models, with the most recent one, the Venue 8 7000, making its debut at this year’s CES gadget conference in Las Vegas.

    “Work and play aren’t separate anymore,” Neil Hand, a Dell vice president told Fortune at the device’s unveiling event in San Francisco.

    Microsoft took a similar approach with its Surface tablets, which it hoped people would use instead of laptops. It gave them detachable keyboards, and touted the tablets’ familiar operating system and productivity tools, Microsoft Office, for all business needs.

    But Dell, a long-time maker of Microsoft Windows-based computers opted to go with Android here. Aside from the fact that it’s been making Android tablets for a while now, Dell seems to have gone with a strategy that is increasingly being adopted: keeping it all in the operating system family.

    “You connect to your phone a lot,” Hand said, referring to people’s use of multiple devices today, both at home and at work.

    Hand said he uses a Nexus 5, an Android-based smartphone, so he’s likely enjoyed their complementary abilities while he’s been testing the new tablet. He also politely avoided bashing Microsoft’s unpopular smartphones when I asked about it, simply saying that it comes down to looking at the market share numbers.

    Another interesting factor into the Dell’s targeting of young professionals, or “millennials,” is the growing use of Google’s products both in schools and by students at home. Today, a lot of high school and college students are taking care of school work using Gmail, Google Drive, and other Google tools. So both Google and Dell are banking on the fact that these students will want to stick to the tools they know and love even as they graduate into the professional world.

    And once they’re making enough money — or their employer is shelling out the cash — the Venue 10 7000’s $499+ price tag won’t even matter.