????黑莓（BlackBerry）確實(shí)今不如昔，但根據(jù)今年的股價(jià)走勢(shì)，這家智能手機(jī)制造商看來還沒打算跟世界徹底告別。

????今年初以來，黑莓的股價(jià)上漲了近45%，周二收盤時(shí)報(bào)10.94美元。對(duì)任何一只股票而言，這樣的表現(xiàn)都相當(dāng)出色，更不用說黑莓這樣的公司——在許多人眼中它已經(jīng)無足輕重，而且瀕臨倒閉。數(shù)字領(lǐng)域分析機(jī)構(gòu)康姆斯科（comScore）提供的數(shù)據(jù)顯示，黑莓在美國智能手機(jī)市場中的份額只有2.3%，而安卓（Android）和蘋果公司（Apple）的份額分別為52.1%和41.9%。

????股價(jià)反彈是否意味著黑莓可能東山再起呢？未必。但這家公司的一些動(dòng)向顯然讓投資者感到興奮。

????科技行業(yè)研究機(jī)構(gòu)高德納（Gartner）副總裁肯?杜拉尼說：“他們的主要成就是削減成本?！?月份，黑莓推出了專門針對(duì)印尼市場的Z3智能手機(jī)。這款5英寸觸屏手機(jī)最引人關(guān)注的是低廉的價(jià)格，而不是功能——它的售價(jià)僅為190美元。這也是黑莓和富士康——iPad、iPhone和Kindle電子書閱讀器的臺(tái)灣代工廠商成為合作伙伴后推出的首批產(chǎn)品之一。此前，黑莓曾將手機(jī)制造業(yè)務(wù)外包，而這次跟以效率聞名的富士康合作則是為了在收入不斷下降之際提高成本效率。黑莓第一財(cái)季收入大幅下跌69%，下降到了9.66億美元。

????杜拉尼解釋說：“投資者并不關(guān)心今后兩年（黑莓）是否會(huì)倒閉。如果人們覺得它的情況會(huì)在一段時(shí)間內(nèi)得到改善，就會(huì)對(duì)它投資。”

????除了削減成本，另一個(gè)讓人感興趣的問題是，黑莓能否找到賺錢的新途徑。這家公司寄希望于面向新興市場的新產(chǎn)品以及更好的企業(yè)軟件。在新興市場，黑莓手機(jī)仍然得到了比較廣泛的應(yīng)用，改進(jìn)后的企業(yè)軟件也將在今年底之前推出。

????但這些也許還不夠。杜拉尼認(rèn)為，這家公司應(yīng)該放棄擁有黑莓手機(jī)操作系統(tǒng)的嘗試，轉(zhuǎn)而采用更受歡迎的安卓系統(tǒng)。他還提出了一個(gè)更大膽的建議：將黑莓拆分開來。這樣，它的某些產(chǎn)品，比如每月仍有8000多萬用戶的短信服務(wù)，就更有可能生存下來，而且不需要承受一家大公司在扭轉(zhuǎn)頹勢(shì)的過程中所面臨的壓力。

????杜拉尼指出：“如果想保持完整，黑莓的手機(jī)銷量就得提高許多許多?！边@有可能，但隨著競爭對(duì)手不斷降低產(chǎn)品價(jià)格，這種可能性正變得越來越渺茫。（財(cái)富中文網(wǎng)）

????譯者：Charlie

????BlackBerry is far from what it used to be, but based on its stock performance this year, the smartphone maker isn’t ready for a burial just yet.

????BlackBerry shares have climbed nearly 45% this year to $10.94 on Tuesday. That’s pretty remarkable performance for any stock, let alone that of a company many shrugged off as irrelevant and nearly defunct. BlackBerry’s U.S. market share among smartphones is an anemic 2.3% versus Android’s 52.1% and Apple’s 41.9%, according to comScore.

????Are rebounding shares one sign of a possible BlackBerry comeback? Not necessarily. Although investors are clearly excited about something happening over at Waterloo.

????“The primary thing they’ve done is cut costs,” says Ken Dulaney, a vice president at Gartner, a tech research firm. In May, BlackBerry began selling the Z3 smartphone exclusively in Indonesia. The 5-inch, touchscreen device is more notable for its affordability – it costs $190 – than features. It was also one of the first products to emerge from a partnership with Foxconn, the Taiwanese manufacturer responsible for churning out iPads, iPhones, and Kindle e-readers. Previously, BlackBerry contracted out its phone manufacturing, but a new partnership with Foxconn – a notoriously efficient business - is intended to be more cost-efficient in the face of declining revenues, which plunged 69% to $966 during BlackBerry’s first quarter.

????“Investors don’t care if it [BlackBerry] goes out of business in the next two years,” explains Dulaney. “If there’s a perception that it’s doing better for a period of time, they can invest in it.”

????Besides slashing costs, Chen has also expressed interest in finding new ways for BlackBerry to make money. It’s banking on new devices for emerging markets where the brand remains more widely-used, as well as better enterprise software that is due out by the end of the year.

????That may not be enough. While Dulaney suggests BlackBerry give up trying to own the software operating system its devices run for the more popular Android he suggests a more radical approach: splitting the company up so products like its messaging service, which still has 80 million-plus users monthly, have a better shot at surviving without the pressures of a larger company in turn-around mode.

????Adds Dulaney: “If BlackBerry wants to stay a single entity, they’ll need to sell millions and millions more devices.” Possible, but more and more unlikely as the competition’s prices continue to drop.