Razer总裁Robert专访(1)
PChome记者：Hi Robert, I’m from PC Home, and it’s an honor to have this opportunity to interview you. Through this interview, we hope that more consumers in China will know about Razer’s products, and understand the brand that is Razer. （Robert ,您好!我是PChome(http://www.pchome.net)硬件中心主编—推土机.非常荣幸能有这次机会对您进行专访.希望通过这次专访,能让更多的中国网友了解Razer的产品,了解Razer这个品牌.）
For consumers to know even more about Razer, could you please explain how Razer came about, to what it is today. （为了让广大的消费者更进一步了解Razer,首先想请您向所有关心Razer的中国网友简单介绍一下Razer的前世今生.）
Robert：First I’d like to say thank you for the opportunity to speak to your readers. The history of Razer goes back some ten years to the days when computer peripherals were developed primarily for home and office use. We noticed that a graphics company, 3DFX was successfully making video cards targeted at the gaming segment and at that time we had some very interesting technology that could enhance the gaming experience via a mouse through increased precision and accuracy. We created what was to be the Razer Boomslang mouse as the first gaming mouse.
首先我想谢谢你们给我这个机会同网友们进行交流，Razer的历史可回溯至大约十年前，当时电脑部件主要针对家庭及办公用途进行开发。我们注意到3DFX这家平面设计公司为游戏部门成功开发了显卡，那时我们拥有一些有趣的技术，通过增加鼠标的精确性来提升游戏体验。我们设计了一款叫做Razer Boomslang的产品，这是第一款游戏鼠标。
Today Razer is the leading maker of PC gaming hardware around the world. We are known for innovations in mice, mousing surfaces, keyboards and audio products. Our focus is as it was in 1997, to enhance the gamer’s experience through unique technology and human design factors.
现在Razer是全球领先的PC游戏硬件制造商。我们因鼠标、鼠标垫、键盘以及声卡产品上的各种创新而知名。1997年我们更以独特的技术和人性化设计来提升玩家的游戏体验而得到极大的关注。
PChome记者：Regardless the industry, entering the China market is fraught with certain obstacles. To make it, companies need to understand what’s unique to China. So we’d like to ask your thoughts on China PC companies marketing themselves overseas. （无论什么产业,进入中国市场后免不了会经历一场恶战,要生存下来,就必须了解中国的一些市场特色,所以请问您对中国PC外设行业有什么看法？）
Robert：Much of Razer’s success is due to listening to the needs of gamers all around the globe. Over time we have noticed that these needs change based on specialized and unique demands on a geographical basis. For example, we now have offices based in Korea, North America, Singapore, Germany and Taiwan. Each office is staffed with “regional” sales, marketing and most importantly product analysts whose job is to interact with the cultural and unique needs of their geography.
Razer的成功主要在于听取全球玩家的诉求。长久以来，我们注意到这些诉求会随着特定的地区需求而有所不同。举例来说，我们现在有驻韩国、北美、新加坡、德国以及中国台湾的办公室，每个办公室都聘请了“本地”销售人员、市场人员以及最为重要的产品分析人员，他们的任务就是根据地域特定的需求以及文化上的需求作出应对。
While we often encounter local PC hardware competitors who have an established base it doesn’t take much time for Razer to evaluate local market needs and make the proper adjustments. These can be as simple as changing packaging and documentation to developing specific and unique products for your country.
我们常遇到一些当地的PC硬件竞争对手，他们有着扎实的根基，但Razer不用花太多时间来评估当地的市场并作出适当调整。要做的工作很简单，把针对当地开发的特定产品的包装和说明书稍作改变即可。
PChome记者：DeathAdder, Copperhead, Diamondback, etc, each of these names leave an indelible impression on China’s gamers. Through this, we can tell that aesthetically and through the naming convention, Razer is unique. Is there any reason behind this? （“炼狱蝰蛇”,”铜斑蛇”,”响尾蛇”等等,一个个响当当的产品名字在国内的鼠标爱好者留下了不可磨灭的印象,由此可见,Razer无论在外观设计以及命名上都相当特色，这样做有什么特别意义吗？）
Robert：There are several reasons for our naming conventions. One is simply to be cool and have names that are uniquely memorable. The main reason is that product names in the PC hardware business require a longer shelf life than other consumer products. When we launched the original Boomslang our marketing department wanted to sub-brand it “Razer 1”. I was worried that when “Razer 2” came out that Razer 1 would become obsolete. We needed a branding convention that would allow us to have multiple mice available to satisfy varying customer needs and that wouldn’t become obsolete with every new mouse introduction. Some of our people wanted to use some kind of an alpha-numerical model numbering system, but I held out for something cooler and easier to remember. Finally we selected predatory animals as our theme and picked snakes as the category for mice. Now we use spiders for keyboards, insects for mouse pads and fish for audio products and so on.
我们在给产品命名时会遵循一些惯例，其一就是名字要够酷且独特好记。主要原因在于，PC硬件业务中，产品名称所需要的货架寿命要长于其他消费产品。当我们发布最早版本的Boomslang时，我们的市场部想将其命名为“Razer 1”。我担心当“Razer 2”面世后，Razer 1会被淘汰。我们需要一个品牌塑造的方法，让多种鼠标产品并存于同一个市场，以满足不同消费者的不同需求，而不是每当新鼠标问世的时候就有其它产品被淘汰。有些员工想采用字母和数字组合的命名系统，但我主张用更酷更好记的名称。最终，我们选择猛兽作为产品主题，用各种各样蛇的名称来对鼠标产品进行分类。现在我们用蜘蛛的名称来命名键盘、用昆虫的名称来命名鼠标垫、用鱼的名称来命名声卡产品。
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