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索尼CEO平井一夫先生在CES主题演讲记录
2014-01-12 00:45:48 出处:pconline 原创 作者:阿ya 责任编辑:huzhenyu 
  【PConline 资讯】2014 International CES(2014年国际消费电子展览)索尼集团总裁兼CEO平井一夫于开幕日发表主题演讲,阐述他对当今科技领域硬件与内容融合创新的独特见解。该主题演讲是2014 International CES新增栏目“Tech Titans keynote series”系列演讲的重要组成部分,以下是其演讲内容,中英双语,有兴趣的朋友可以关注一下。
 
On January 7, 2014 Kazuo Hirai, President and CEO of Sony Corporation delivered the opening morning Tech Titans opening keynote at the 2014 International CES in Las Vegas, US. Please access a transcript of the opening keynote here——
2014年1月7日,索尼集团总裁兼CEO平井一夫先生在2014年与美国拉斯维加斯举行的CES展会上做开幕式主题演讲,内容如下:
 
A PHILOSOPHY OF KANDO:
CULTIVATING CURIOSITY TO RECLAIM THE POWER OF "WOW"
感動の哲学 — 好奇心を育み、「WOW」の力を取り戻す 
 
“感动”的哲学:培育您的好奇心 唤醒“WOW”的力量
 
Speaker:
主讲人:
Kazuo Hirai, President and CEO, Sony Corporation
平井一夫,索尼集团总裁兼CEO
 
参与者(按上台先后顺序):
Michael Lynton, CEO, Sony Entertainment, Chairman & CEO, Sony Pictures Entertainment Inc.
Michael Lynton,索尼娱乐CEO,索尼影视娱乐有限公司主席兼CEO
 
Vince Gilligan, Producer of "Breaking Bad"
Vince Gilligan, 热门美剧“绝命毒师”("Breaking Bad")制片人
 
Andrew House, President and Group CEO, Sony Computer Entertainment Inc.
Andrew House, 索尼电脑娱乐总裁兼集团CEO
 
索尼
 
KAZUO HIRAI: 
Good morning everybody and thank you for being a part of the keynote this morning. As Gary said, I know a lot of you had challenges coming into Las Vegas. I'm glad you made it, and I'm doubly honored with the fact that you've made it this morning to our keynote. 
各位早上好!谢谢大家参加今天上午的主题演讲!正如Gary所言,许多人一路艰辛来到拉斯维加斯。我很高兴大家能来到这里,同时我也为大家今天上午能参加我们的主题演讲而感到万分荣幸。
 
So ever since I was a boy, I've been curious. All sorts of things interested me whether they're cars, science, gadgets, and of course electronics. I was, and I still am, very inquisitive. 
我在孩童时代就充满好奇心。所有东西都能引起我的好奇心,如:汽车、科技、小玩意儿,当然还有电子产品。过去和现在我一直都充满好奇心。
 
Now, as you all know, childhood is a time of wonder and awe. It's a time when the whole world around us captivates our curiosity and our imagination. 
大家都知道,童年一直伴随着惊奇与敬畏。那个时期身边的整个世界都会激起我们的好奇心与想象力。
 
Our fascination with children's books to the questions about how things work -- our experience as children is defined by play and by discovery. 
我们对儿童读物的着迷源于对事物运行之谜的好奇 – 儿童经历的特质就是游戏与探索。
 
And one of my earliest memories was sitting in front of the television set watching Romper Room. Many of you watched it as well. It was an experience of magical connection, and for me emotional engagement with friends that I did not really know, but was relating to via my television. 
我最初记忆之一是坐在电视前面观看《Romper Room》。在座的许多人也看过这部电视剧。这是一种奇妙关系的经历,而对我而言就是与实际上不认识、但是通过电视与其建立联系的朋友的情感交流。
 
Now, one day, I remember the hostess passing out cookies to the children on the show. I waited patiently and wondered where my cookie was. (Laughter.) All the children on the television set, they were getting their cookie. And I kind of felt left out. 
现在,我记得有一天节目中女主人给孩子们分发饼干。我耐心等待,但是很奇怪自己怎么没得到饼干(笑声)。电视中的所有孩子都得到了饼干。我感到自己被漏掉了。
 
How do these people arrive in my living room each and every day? Why couldn't they hear or see me? My curiosity was piqued, and has continued to be throughout my life. 
这些人每天是如何来到我家的客厅呢?为什么他们看不到我、也听不到我说话呢?这激起了我的好奇心,并且它一直伴随我左右。
 
Today, I suspect many of the people in this room, right here, like me, still hold on to at least a bit of their childhood curiosity. 
现在,我觉得在座的许多人都像我一样仍然多多少少留有孩提时代的好奇心。
 
Now, we choose to be engineers, inventors, and creators because we've retained our childlike wonder and imagination. And at Sony, we cultivate curiosity. 
正因为我们留有孩子般的好奇与想象,所以我们现在选择成为工程师、发明家和创造者。而索尼坚持培养好奇心。
 
Asking questions about how we might improve an everyday experience propels our desire at Sony to make things. And making things is a reflection of our desire at Sony to connect with people, to create surprises, to transform the ordinary into the extraordinary and to inspire people to experience, wow, wow. 
对改善日常体验的追求激发了索尼的创造动力。而创造反映了索尼的渴望:渴望与人沟通,渴望创造惊奇,渴望化平凡为神奇,同时渴望激发人们的奇妙体验。
 
Often, our curiosity stimulates creative thinking that yields those great innovations. For example, in 1979, the Sony WALKMAN® became the first portable device that enabled a personal playlist, a favorite album, or that beloved mix tape -- remember those? -- to go everywhere that people went. It was mobile, and I have to say, it was a "wow." 
我们的好奇心经常会激发伟大创造的灵感。例如,1979年问世的索尼WALKMAN®成为支持个人播放列表、最爱唱片或最爱合集 – 还记得这些吗? - 以及支持随时随地播放的第一款便携设备。它是一款便携播放器,我不得不说它是一个“奇迹”。
 
In 1982, the compact disc was introduced. This innovation improved recording, storage, and above all, sound quality. And I still remember the first time I heard a compact disc on, of course, a Sony CD player. And it was Billy Joel's 52nd Street, and it sounded incredible. That, to me, was a wow. 
1982年光盘问世。这项创造改进了录制、存储、尤其是音频质量。我仍然记得第一次听光盘,当然是使用索尼CD播放器。那张CD是Billy Joel的《52nd Street》专辑,听起来棒极了。它对我来说就是一种感动。
 
In 1994 in Japan, we introduced PlayStation®. And of course PlayStation® became a game-changing home entertainment console. In fact, I was so wowed by PlayStation®, I left the music business to pursue further development of the PlayStation® franchise right here in the United States. 
1994年我们在日本推出了PlayStation®。而PlayStation®当仁不让地成为一款改朝换代的家庭娱乐设备。事实上,PlayStation®让我大受触动,因此我退出音乐行业,转而到美国寻求进一步发展PlayStation®的特许经营权业务。
 
And PlayStation® proved that consumer electronics products could be more. It could be more than just a modern convenience. Devices could provide emotionally rich experiences. 
PlayStation®证明消费电子产品有更多用武之地,而不仅仅是一种现代便利产品。这些设备能够带来更丰富的情感体验。
 
索尼
 
And today, our legacy of providing action-packed adventure takes another step forward with the launch of the PlayStation® 4. The market, wowed by our technology and by our engineering and by our software. 
今天,随着PlayStation® 4的发布,我们致力于带来激动人心冒险的传统又向前迈了一步。我们的技术、工程设计和软件震撼了整个市场。
 
The gamer, thrilled by the lineup of amazing titles. They've responded enthusiastically around the world. 
游戏玩家为丰富的精彩内容而欢声雀跃。全球玩家都激动不已。
 
And these innovative products created or redefined categories. And they're all the results of curious minds asking, "What if? What if?" 
这些创新产品创造或者说重新定义了范畴。它们都是不断追求创新的成果。
 
They all emphasize the power of emotion in determining what has value to people. Myself, everybody in this room, everybody around the world.
这些全都在强调发现对人们有价值的事物的激情。包括我自己、在座的各位以及全世界的每个人。
 
Mobility enabled by the WALKMAN® awakened people to the idea that they could take their favorite stuff with them wherever they went. Not just because it was convenient, but because it mattered to them. It matters to me, it matters to you. 
WALKMAN®带来的移动性使人们认识到他们能够随时随地携带自己所喜爱的东西。不仅仅归因与便捷,同时也归因于事关自身。它对你、对我同样重要。
 
The compact disc delivered a more powerful listening experience, one that allowed people to feel the music that they love. 
光盘带来了更愉悦的倾听体验,它让用户能够欣赏所衷心的音乐。
 
And, of course, the PlayStation® continues to shatter all conventional thinking about game play, social connection, and the emotional rush of epic adventures and innovative games 
当然,PlayStation®一直在打破一切所有传统藩篱:无论是涉及游戏、社交还是对史诗冒险与创新游戏的冲动。
 
At the same time, however, there are challenges on the pathway to wow. Making powerful, emotionally compelling products is not always a straight line. Sometimes at Sony, we zigzag our way to great innovations, and simply other times, we fail. 
不过,追求奇迹之路也充满挑战。创造强大、激动人心的产品也并非一路坦途。索尼也曾在创新之路经历风雨,而且也曾一败涂地。
 
You probably don't recognize or remember any of these products, but don't despair, neither does the rest of the world. So it's okay. (Laughter.) 
您可能不认可或者忘记了这些产品,但是希望仍在,世事如此。一切安好(笑声)。
 
But, you know, at Sony, failure is not really an end. It's a reason. It's a reason to keep trying. So we show you this. (Laughter.) 
不过,大家都知道索尼不会望而却步。真理尚存。我们尚需继续努力。因此我们给带来这些精彩。(笑声)。
 
This is the Betamax. (Laughter.) Now, despite Betamax being first to market and, dare I say, offering superior technology than that other format. (Applause, laughter.) But I'll be the first to admit: VHS won the battle for commercial success. 
这就是Betamax(笑声)。虽然现在Betamax首次上市,但是我保证它能带来前所未有的卓越科技。(掌声与笑声)。不过,我率先宣布,VHS赢得商战之争。
 
However, before you completely write off Betamax based on its failure to become the consumer standard, think about it as an idea. Take a look. 
但是,在您由于它未能成为消费品标准而否定Betamax之前,请考虑一下它的灵感。请看一
 
Here is the headline for Betamax featured in an advertisement back in 1975. Watch whatever, whenever. 1975. This idea still resonates and defines everything people desire and expect even today. We're talking about freedom, we're talking about flexibility, we're talking about control over your own time and choice. Watching whatever, whenever. That was almost 40 years ago. 40 years ago. 
这是Betamax到1975年的广告提纲。无论您在何时看到什么,时间定格在1975。其思路仍然会体现和界定人们甚至是现在的期望。我们关心的是自由,我们关心的是灵活性,我们所关心的是对自己时间和选择的控制。无论您在什么地方、什么时候观看。这都是40年前!想想看,40年前!
 
Now, as an interesting aside, by the way, Betamax, unfortunately, didn't have that consumer success that we expected. But ultimately, it found its way as Betacam, a broadcast format with the same form factor as the Betamax and became, as you probably know, especially the people in this room, the de facto standard in broadcast and professional industry. So all was not lost. As an aside. 
现在,抛开兴趣不说,Betamax不幸没有取得我们所期望的商业成功。但是,虽然采用与Betamax同样的广播格式,但是Betacam正如大家所知、尤其是在座的各位,已经成为广播和专业领域的事实标准。因此,并非是一败涂地。
 
Anyway, so we continue to be driven by that desire to evolve this idea of unlimited and improved access of watching whatever, whenever, while at the same time meeting consumer demand for experiences that are untethered from conventional devices and conventional wisdom. 
总之,我们在继续追求无所限制、自由的随时随地观赏体验,同时满足用户利用传统设备与智慧获得的消费体验需求。
 
索尼
 
But in an enterprise that makes things, we must first and foremost make that connection with people. Our products' value is measured by them. And we find that it's not just functional value that people desire, but the deeper and more elusive emotional value. Emotional value. 
但是,在一家创造性企业中,我们首先必须与人为本。我们的产品价值是以人为本。我们发现,人们不但追求功能价值,而且他们珍重更深层次、更难以捉摸的情感价值。这就是情感价值。
 
And in Japanese culture, we call this kando. Kando translates to mean emotional involvement. The power to simulate an emotional response. The power to make people say, "Wow." All Sony products must be inspired by a spirit of kando. 
在日本文化中,我们称之为‘感动’。感动含义就是情感投入。也就是模拟一种情感反应的力量以及让人们感动的力量。所有索尼产品的激情均来自‘感动’精神。
 
Advanced technologies and more elegant ergonomic designs are important ways products can seduce our sense of sight, sound, and touch. The wonder once associated with tangible products has been expanded by the migration of content, games, music, television, and a lot more to the cloud. 
先进科技和更巧妙人类工程学设计是我们的产品激发观看、声音与触摸情感的关键途径。一旦与实际产品结合,这种奇迹就会因内容、游戏、音乐、电视以及许多云技术的变迁而变幻。
 
However, even though the cloud promises a connected future, the cloud itself is not the wow. The wow happens when your senses are engaged, when you see the stunning visuals, when you hear the crisp sounds. When you feel the weight and balance of a perfectly designed device in your hands. When you are dazzled by a sublime form factor. When you are amazed at the ingenuity and cleverness of a technology that you never thought was possible. 
但是,虽然云技术揭示确切的未来,但是它自身并非奇迹。只有您的感觉发生作用、您能看到炫目的视像而且听到美妙的声音,奇迹才能发生。这时您需要感受到拥有的完美设计设备的力量与平衡,需要您为绝妙的外形而倾目,而且您需要为前所未想的技术精密与精妙而倾倒。
 
This is the heart of Sony. Those tantalizing objects that not only give us a wow, but in and of themselves are also the wow. 
这就是索尼的神髓。这些急切目标不但让我们成就奇迹,而且它们本身也是奇迹。
 
Now, our 60 years of product design experience grants us, Sony, the historical perspective, the expertise, and the collective power to deliver wow to everybody's senses. And I expect all Sony employees to put "wow" at the center of their efforts. Product planners, hardware engineers, game creators, assembly line managers -- my God, even corporate lawyers and finance professionals are all a part of an interconnected network of "wow" providers at Sony. 
现在,我们60年的产品设计经验给索尼带来了历史观念、专业知识以及为每个人带来奇妙感受的综合力量。我希望所有索尼员工都能够把“奇迹”放在其工作的中心。产品规划师、硬件工程师、游戏创造者金与装配线主管 – 甚至那些公司律师和财务专业人员都成为索尼“奇迹”创造者网络的组成部分。
 
And recently, we started to deliver that wow again. Products like 4K, ultra high definition. When you see true native 4K content on a 4K television for the first time, that's a wow. Visuals giving you such detail that you can see the atmosphere, you can feel the atmosphere, almost feeling like you can catch the dust particles dancing in a shaft of light. 
我们在最近又开始带来这种奇迹,比如4K超高清产品。只要您第一次在4K电视看到真正的自然4K内容,您就看到那就是奇迹。画面如此清晰,以致于您能够看到和感觉到周围的大气,甚至看到在光线中起舞的尘粒。
 
Listening to high-resolution audio using Sony's end-to-end, high-resolution recording delivery and playback systems. An entire generation -- we all know this -- an entire generation missed the visceral emotion of listening to uncompressed audio. 
使用索尼端到端高清录制与播放系统欣赏高清音频。我们都知道,一代人都会对倾听未压缩音频的经历难以忘怀。
 
The precision and clarity of every note. The moment when a singer takes his or her breath before the chorus. Getting goose bumps as a song reaches a crescendo. 难以忘怀每个准确与清晰的音调。难以忘怀歌者在放声歌唱前的呼吸。难以忘怀歌声达到高潮时的难以自制。
 
High-res audio allows the complete dynamic range of what the artist originally intended when they were in the recording studios creating their music. 
高清音频技术能够让艺术家实现他们在录音室录制其音乐时的各种初衷。
 
The RX1 camera. The moment of pride when sharing a perfect picture. 
RX1相机带来共享完美画面的骄傲。
 
The RX1 is a compact camera that empowers all photographers from the professionals creating art to parents capturing an important family memory with absolute, uncompromised quality. 
RX1是一款小型相机,不但使包括专业人士在内的所有摄影家创造作品,而且也能够让居家父母以完美品质捕捉关键家庭瞬间。
 
Or the QX, the world's first lens-style camera. Now, not only can you shoot using just the lens, but you can connect it to your smart phone and take the perfect shot and control the lens through your smart phone. 
另外还有QX全球第一款镜头式相机。现在您不但可以采用镜头拍摄,而且能够连接到智能手机并且通过智能手机完成完美拍摄以及对镜头的控制。
 
And of course PlayStation® 4 is setting a new standard in gaming. Not only do we push the boundaries of play, but we also created a true object of sensation. 
毫无疑问PlayStation® 4在树立游戏新标杆。我们不但能够拓展游戏疆域,而且还能够创造真正的感觉对象。
 
And with remote play, you can seamlessly connect and transfer the action from PS4™ directly to your PSVita. 
利用远程游戏功能,您能够通过PS4™实现无缝连接并且把动作发送到PSVita。
 
Experiencing a more intuitive and intelligent smart phone. The Sony Xperia™ Z1 harnesses the power of the "one Sony" ethos. All of the Sony companies' deep expertise and knowledge combine to make a mobile device that is truly the best of Sony, and something that only Sony can deliver. 
让我们体验更直观、更智能的智能手机。Sony Xperia™ Z1具备“one Sony”特质的精髓。索尼公司的所有深厚专业知识与技术创造出堪称索尼最佳产品、同时也是只有索尼能够实现的移动设备。
 
Stunning visuals coming from our world-class TV group. Groundbreaking digital image capturing systems from, of course, the world's best digital imaging engineers. Audio technology, games, apps, and more. 
这是来自我们全球一流TV团队的惊人视觉。来自全球最佳数字成像工程师的石破惊天数字图像采集系统。不单单涵盖音频技术、游戏、应用。
 
The elegance of the package belies the robust technological capability within, making the Z1 a distinctly Sony design, a wow design. 
产品的优雅根植于强大的技术能力,从而使Z1成为独一无二的索尼设计,一种奇妙的设计。
 
And across our studios, there is a commitment to surprise, provoke, and thrill our audiences. 
我们的所有工作室都致力于创造奇迹与灵感以及用户的刺激。
 
We continue to tell stories from the romantic to the heroic, to the epic, to the personal, to the delight of global audiences. 
我们在一直演绎从浪漫、英雄、史诗、人性到全球用户欢愉的传奇。
 
And we don't consider any product a success unless we have delivered that wow, that wow. And today our focus and drive is more deeply rooted in our philosophy of kando. 
我们在赢得感动之前不认为任何产品会取得成功。现在,我们的专注与动力更根植于我们的感动哲学。
 
And we're spending more and more time looking out at the world, at culture, at consumers than looking within. 
我们越来越多地放眼整个世界、文化以及用户,而不是公司内部。
 
And on the horizon, we see a next-general consumer that is different from any before them. We think of them as "Generation Remix." Born during the current millennium, they are true digital natives. 
放眼未来,我们看到与之前任何时候都不一样的新一代用户。我们认为他们是“Generation Remix”。在这个时代来到人世,他们是真正的数字达人。
 
Most of them knew how to use a touch screen, a tablet, a smart phone, a DVR by the time they were toddlers. 
他们之中大多数在蹒跚学步的时候就会使用触摸屏、平板电脑、智能手机和数码摄像机。
 
Before they were born, a first wave of technical advancement required people to actually adapt to technology. But look out for this generation who will bend it -- who will bend it to their will. 
在他们出生之前,第一波技术发展浪潮要求人们实际上适应技术。但是,这一代人会扭转局面,让一切屈从于他们的意志。
 
They will control technology, not be controlled by it. Sampling, grabbing, curating, remixing will characterize the way they engage with technology and devices. 
他们会控制技术而不是受技术的控制。他们的旗帜就是利用技术与设备实现采样、扑捉和混合。
 
They're no longer worshipping at the altar of technology. They will be their own arbiters of what has purpose, functionality, and creative potential. 
他们不再对技术圣坛膜拜。而是自行评判什么能够实现目标、什么东西有用以及什么具有创造潜力。
 
We expect them to bring a confidence about their own power to change the world, seeing technology as a tool to do exactly that. 
我们希望他们有信心用自己的力量改造世界,把技术用作实现理想的利器。
 
Now, we have to ask ourselves: What will wow them? What will wow them? And it's important to remember that the wow factor does not sit still and wait for us, we must move towards new and often challenging definitions of that wow. 
现在,我们必须扪心自问:什么能够让他们感到惊奇?关键是创造奇迹的要素时不我待,我们必须寻求新的、往往是充满挑战的奇迹定义。
 
Like, for example, the ability to see things differently. And the passion to provide technologies that will help people with longer, healthier, and more fulfilling lives. 
例如,以不同视角看待事物的能力,以及带来能够帮助人们获得更长寿、更健康和更成功生活的技术的热情。
 
The creation of better content and improved delivery systems, and seamless and unlimited access to live television, movies, music, and games. 
创造更好的内容与交付系统以及对实时电视、电影、音乐及游戏的无缝、无线接入。
 
Even the evolution of traditional boxes and frames into unconventional image surfaces that transform the places where we live, work, and play. 
甚至包括能够转变我们生活、工作与娱乐场所的传统藩篱向现代境域的进步。
 
I believe that these are the big ideas defining our course at Sony.
我相信这些就是索尼所为之奋斗的壮志。
 
索尼
 
Now, we can push the boundaries of what we can see, creating the potential for a better, safer, more visually stunning human experience. 
我们现在能够推到所看到的障碍,创造更美好、更安全、更美妙的人类体验潜力。
 
And with our advanced sensing technologies, we're seeing in a completely new way. Advanced image sensors are providing an imaged-based reference to everything that we all care about. They transform how data from a family portrait to a vacation photo to even more complex data can be sensed and captured, even when it cannot be seen by the human eye. 
凭借我们先进的传感技术,我们正在打开一个全新的世界。先进的图像传感器正带来对我们所关心的一切的图像认知。它们正转变家人合影、度假照片以及甚至更复杂的数据等等方面被感知与采集的方式,甚至是在它们无法被人类眼睛看到情况下。
 
This achievement from our Sony engineers creates a range of possibilities for future sensing technologies. 
索尼工程师的这种成就打开了创造未来传感技术的大门。
 
First, of course, for the photo enthusiasts, there will soon be super-sensitive cameras that enable amateur photographers to catch rich images with mood, and of course with atmosphere. 
首先当然是针对那些摄影爱好者,很快就会问世超敏感相机,它们会使那些业余摄影师也能拍摄富含感情、充满美感的艳丽画面。
 
And the subtleties of great photographs will be more accessible to everyone. Amateur photographers, enabling ease and simplicity to achieve tone and details that are often missed in conventional digital images. 
而每个人都能够扑捉精美照片的奥秘。业余摄影师能够轻松扑捉使用传统数码相机经常漏失的色调与细节。
 
And to further advanced the creative potential of our cameras, we're developing an advanced camera that consists of a complete array of image processors that provides real-time photo capturing options. 
为了进一步发展我们相机的创造潜能,我们正在开发一款高级相机,其中包含能够提供实时照片采集选项的全面图像处理器阵列。
 
And these allow for options that can only be controlled when a picture was taken in the past. But now, they can be manipulated after. So we're talking about background and foreground focus, color intensity, image enhancement, depth of field, and more. 
这些功能支持过去只有在照片拍摄后才能控制的选项。现在能够对它们进行后期处理。因此,我们现在才能够考虑背景与前景焦距、颜色强度、图像增强、景深等。
 
Never before has there been a tool that can manipulate these core elements even after the photograph has been captured. And this gives extraordinary power to create the perfect -- the perfect image that people are looking for. 
即使在拍照之后过去也没有什么工具能够处理这些方面。因此,这就给人们带来了创造他们所追求的完美图像的非凡能力。
 
And our digital imaging is exceeding all expectations for what's possible. But we're not satisfied with simply advancing photography, although that's very important to us as well. Our sensing technologies have the potential to see the unseen. Capturing unseen data including location, speed, wavelength, and so much will expand our perceptions and give us some new insight into the world in which we live. 我们的数码成像技术能够超越所有预期。虽然对我们至关重要,但是我们并没有止步于单纯发展摄影技术。我们的传感技术能够看到不可见事物。采集位置、速度、波长等不可见数据能够拓宽我们的视野,同时让我们获得对所生活世界的全新认知。
 
In the automotive segment, we're envisioning super speed-sensing and processing technologies capable of generating images and color even when you're driving in the dark. 
在汽车行业,我们正在设计即使在黑暗环境下驾驶也能够生成图像和色彩的超级速度传感与处理技术。
 
The sensitivity to detect and analyze various aspects of the driver's physical condition as well as, obviously, the continuous monitoring of the driver's environment -- the road surface, weather conditions, pedestrian locations, oncoming vehicles -- they all promise improved passenger and pedestrian safety. 
探测与分析司机各种物理状况的能力以及对路面、天气、行人位置、来往车辆等环境的连续监控会提高乘客与行人的安全性。
 
In agriculture, the ability to sense CO2 consistency and other critical agricultural variables like weather, soil condition, and readiness for harvest will help people know when to pick the vegetables or food at peak season, detect disease in crops, even identify the freshness of perishables in grocery stores. 
在农业领域,感测CO2一致性以及天气、土壤状况以及收割状态等关键农业要素的能力能够帮助人们了解在旺季何时收获蔬菜或食物,检测农作物病害,甚至辨别食品杂货店中易腐食物的鲜度。
 
From agricultural to consumer application, the ability to capture data on food products and other consumables in real time at the point of purchase, that will facilitate safer consumption while promising, of course, higher crop yields to farmers and food producers. 
从农业到消费应用,在采购时获取食品与其他消费品数据的能力不但能够促进更安全的消费,而且能够提高农场主与食品制造商的产量。
 
And for those seeking to look and feel their best, we recently introduce the development of what we call the Smart Skin Evaluation Program, with image sensors that can evaluate skin conditions in extreme close-up to provide individualized measurement and analysis of various elements of the skin such as texture, blemishes, pores, brightness, and coloring. 
对于爱美用户,我们最近推出了智能皮肤评估程序,它配备在特写镜头中能够评估皮肤状况的图像传感器,从而能够提供对各种皮肤要素的个性化测量与分析,如:肌理、瑕疵、毛孔、光泽与脸色。
 
Now, this provides the basis for more targeted skin care, and if necessary, advanced treatments. 
这种技术现在能够为更有的放矢的皮肤护理以及必要时的高级护理提供依据。
 
Advance image sensors can make it possible to capture blood vessels, to actually see various data such as the level of oxygen saturation or blood sugar. And this data can be utilized and combined with smart phones and wearables that provide constant monitoring by a doctor who can deliver individualized and concierge-like care. 
高级图像传感器能够采集血管图像,从而真正了解各方面数据,如:氧饱和或血糖水平。这些数据能够通过智能手机和可穿戴设备让医生实现连续监控,从而实现个性化专门护理。
 
So consider the countless benefits of combining sensor technologies, the systems, and the cloud. 
因此,我们可以看到把传感器技术、相关系统以及云技术结合在一起的无限优势。
 
Medical data with, obviously, the individual's permission can be shared remotely with a doctor using a secured system. And with the ability to see and track symptoms and diagnostics, doctors can actually communicate with people as needed, even when those folks are unable to visit a physical office to see their doctors. 
通过有安全保护的系统、在个人允许下能够与医生实现对医疗数据的远程共享。由于能够查看和追踪症状与诊断资料,医生可以实现与患者的按需通讯,甚至是在患者无法亲身看医生的时候。
 
And within our medical business group, Sony technologies are being readapted by healthcare experts to achieve seemingly impossible outcomes. 
在索尼医疗业务部内部,医疗专家利用公司的技术取得了看似不可能的成就。
 
For example, using our 4K and 3D display technologies, surgeons can see their operation in vivid detail, providing them advanced tools, delivering a precision once inconceivable in a surgical setting. 
例如,外科医生利用我们的4K与3D显示技术能够看到手术的生动细节,获得先进的的工具,在外科环境中达到以前难以想象的精度。
 
Through the development of more advanced sensors that in turn enable advanced imaging technology, surgery will be safer and patient outcomes will continue to improve. 
由于更先进的传感器的研发实现了更先进的成像技术,手术变得更加安全,而患者治疗效果得到不断提高。
 
These technologies are built from Sony's vast expertise. Bringing together our brightest engineers to lead the way in developing technologies and products that enable healthcare providers to see with greater clarity, hear with improved fidelity, and work together in the pursuit of an improved human experience. 
这些技术来源于索尼的丰富专业技术。我们聪明绝顶的工程师通力协作不断发展相关技术与产品,使医疗机构能够更深入认清事实,提高精度,同时携手提高人类体验。
 
Now, another important dimension of the human experience is, of course, entertainment. Culture, the arts, music, games, and all forms of creative expression gives our lives meaning. And one of the greatest pleasures that I have is in harnessing the creativity of our vast talent network at Sony. Across that network, we're asking ourselves how technology can drive better content and better delivery. How new technologies can evolve and enrich the way we tell our stories. 
目前,另一种重要的人类体验当然是娱乐。文化、艺术、音乐、游戏以及各种形式的创造性表现方式都赋予我们生活以意义。我的最大乐趣是发挥索尼巨大人才网络的创造力。通过上述网络,我们在不断寻求技术如何推动更好的内容与更好的传输。同时在探寻新技术如何发展和丰富我们的传奇之路。
 
Beyond greater choice, in where and when to access entertainment, we're seeing a movement towards more sophisticated storytelling that is driving new levels of engagement. 在更丰富的何时何地获得娱乐的选择之外,我们看到的趋势是正在向推动更高参与的更复杂形式发展。
 
And Sony Pictures is exhilarated by this changing media landscape.
Sony Pictures为这种不断变化的媒体形势而兴奋。
 
So to talk more about this new world of content creation, I'd like to welcome the CEO of Sony Entertainment and the chairman and CEO of Sony Pictures Entertainment, Michael Lynton, and the Emmy-Award-winning creator of Breaking Bad, Mr. Vince Gilligan. (Applause.) 
为了深入探讨最新内容创造领域,我衷心欢迎索尼娱乐首席执行官兼Sony Pictures Entertainment首席执行官Michael Lynton以及获得艾美奖的《绝命毒师》创作者Vince Gilligan出场(掌声)。
 
---Michael Lynton, CEO, Sony Entertainment, Chairman & CEO, Sony Pictures Entertainment Inc.
Michael Lynton,索尼娱乐CEO,索尼影视娱乐有限公司主席兼CEO
---Vince Gilligan, Producer of "Breaking Bad"
Vince Gilligan, 美剧绝命毒师"Breaking Bad"制片人
 
KAZUO HIRAI:
Thanks for being a part of the keynote. 
多谢参加此次主题演讲!
 
MICHAEL LYNTON: Oh, thank you for having us. 
MICHAEL LYNTON:谢谢您让大家欢聚一堂!
 
KAZUO HIRAI: For stopping by. Getting right into it. Michael and I, we've talked a lot over the past year about how new delivery systems of content to customers and consumers around the world are changing the way or the kind of content that we produce. 
KAZUO HIRAI:我们随便聊聊。直入主题,Michael和我过去一年多次探讨面向全球用户的内容传送系统在如何改变我们创作内容的方式或种类。
 
And I wanted to first get, Michael, your take on it from a business perspective, and then from a creative perspective from Vince. 
我首先想让Michael从业务角度展开,然后让Vince从创造角度进行阐述。
 
So, Michael, how has it changed in terms of the technology that we in delivery? 
那么,Michael,我们的传送技术方面有哪些变化?
 
MICHAEL LYNTON: It's really changed dramatically, principally because of the new SVOD services that have come into the market both here in the United States as well as everywhere else in the world. 
MICHAEL LYNTON:变化真的很大,主要是归因于美国以及世界各地上市的最新SVOD服务。
 
So all of a sudden now, you have five or six SVOD services which are competitively bidding on television series and films that never existed before. And first-run showings as well as syndication. So it's changed both the marketplace as well as the economics of the business. Both for the positive. 
大家在突然之间现在有5、6项SVOD服务,它们在前所未有地争相争取电视连续剧与电影,包括首轮放映与辛迪加。因此,它不但改变了市场,而且也改变了商业经济学。两方面都有积极影响。
 
KAZUO HIRAI: Right. And how has it changed the creative process? 
KAZUO HIRAI:当然!那么它如何改变创造过程呢?
 
VINCE GILLIGAN: Well, one example is that when I was starting off in TV about 20 years ago, the conventional wisdom at the time was that serialized storytelling was to be avoided at all costs. 
VINCE GILLIGAN:嗯,一个例子是,当我20年前进入电视业时,当时的传统戒律是尽可能避免连续剧。
 
KAZUO HIRAI: So one episode basically completes the story? 
KAZUO HIRAI:也就是说一集基本上要讲完一个故事? 
 
VINCE GILLIGAN: Exactly. Our episodes back then typically were more compartmentalized, and you could watch them out of order and you didn't have to see every episode of a TV show, like the X Files, which I got my start on. 
VINCE GILLIGAN:正是这样!我们当时的情节一般是独立划分的,您可以不按顺序观看,你不必观看每一期电视节目,比如我最开始入门的《X档案》。
 
And with these SVOD services, it really allows for a serialized sort of storytelling. In fact, even a hyper-serialized form of storytelling that we employed on Breaking Bad. It allows people to catch back up whenever they feel like it, any time of the day or night, and it's been wonderful for us. 
借助SVOD服务可以实现剧目的连播。事实上,甚至允许我们在《绝命毒师》中采用的超连播编排。它让观众能够无论白天或晚上任何时候随意回看,而且让我们感到很满意。
 
KAZUO HIRAI: And that also, I guess, kind of creates that binge watching. 
KAZUO HIRAI:因此,我想引起了热播。
 
VINCE GILLIGAN: Yeah. Binge watching. 
VINCE GILLIGAN:是热播。
 
KAZUO HIRAI: People through network services. 
KAZUO HIRAI:观众使用网络服务。
 
VINCE GILLIGAN: I tell you, that phrase didn't even exist four or five years ago I feel like. It's a brave new world in TV these days. 
VINCE GILLIGAN:嗯,这种说法4、5年前好像还不存在。它成为当今的全新电视领域。
 
KAZUO HIRAI: Right. And then in terms of -- we talked about delivery, but in terms of technologies that are part of the creative process, so whether we're talking -- obviously high definition 3D or 4K, how are some of these new technologies impacting the way you create content or that creative process? 
KAZUO HIRAI:是的,刚才我们谈论的是传送,但是就作为创造过程的技术而言,无论我们是探讨3D或4K,这些新技术是如何影响内容创造方式或创造过程呢?
 
VINCE GILLIGAN: Well, I tell you, one great example is the amazing image capturing technology that exists now and that Sony is at the forefront on. These tiny little cameras. We typically shoot our show on motion picture cameras, big, bulky, expensive ones. But even now and then, with these tiny new cameras that exist, we can put cameras anywhere. 
VINCE GILLIGAN:一个很好的例子是现在已经问世而且索尼领先的奇妙图像采集技术。也就是这些小巧的相机。我们一般采用巨大、笨重而又昂贵的摄影机拍摄。但是,如果现在采用这些小巧的最新相机,我们可以把它们放到任何地方。
 
We can put them in the back of a mailbox. We can put them in the wheel well of a car. We can have Walt driving his car over top of one of them or smashing into one of them. And you can put these things anywhere, and they intercut very well with the typical motion picture. 
我们可以把它们放到邮筒背面。我们可以把它们放到车轮里面。我们可以让Walt驾车试过或者撞到它。你可以把它们放到任何地方,而它们能够完美配合典型电影的镜头交切。
 
KAZUO HIRAI: So the quality that you get from these small cameras, if it's especially a short snippet, or short scene, is perfectly usable in TV shows then? 
KAZUO HIRAI:那么,无论是一个片段还是一个短场景,您通过这些小型相机获得的品质都能够完美适应电视节目?
 
VINCE GILLIGAN: Yeah. Another one folks in the business never notice when we intercut one of these shots. And these cameras are great because, as I say, they'll fit anywhere, but also they're inexpensive in a way that I can't even believe now inexpensive they are. And we can, therefore, risk breaking them. 
VINCE GILLIGAN:是的!其它专业人士不会注意到我们何时交切这些镜头。这些相机很棒的原因我认为是它们能够安装到任何地方,而且它们不可思议地便宜。因此,我们可以把它们破坏掉。
 
KAZUO HIRAI: We don't encourage that. 
KAZUO HIRAI:我们可不鼓励这样做。
 
VINCE GILLIGAN: But I'll tell you, if it comes down to between a $300 camera and a million-dollar shot, I'll break the $300 camera any day of the week. That's a great, freeing bit of technology. 
VINCE GILLIGAN:我想说的是,如果在一个300美元的相机与一场百万美元的拍摄之间选择,我会随时弄坏300美元的相机。太棒了,这就是技术带来的自由。
 
KAZUO HIRAI: So, Michael, from a business perspective, are you looking at other new technologies or new services that you see further potential in growing the viewership from a business perspective going forward? 
KAZUO HIRAI:那么,Michael,从商业角度来看,您是否认为有其它新技术或新服务会在未来带来观众群的进一步增长?
 
MICHAEL LYNTON: Well, yes on the services front, but it's actually more on the device front because when you really look at what's going on with the mobility of devices, whether it's tablets or smart phones, what we're seeing is that people are now watching television shows or movies in places they never would have done so before. You were sort of only allowed to watch them, pretty much, in your home basically. 
MICHAEL LYNTON:服务方面是这样,但是设备方面事实上潜力更大,因为就设备移动性而言 – 无论是平板电脑还是智能手机,我们所看到的是用户现在是在前所未有的地方观看节目或电影。过去您基本上只能在家里观看它们。
 
KAZUO HIRAI: Right. 
KAZUO HIRAI:是这样!
 
MICHAEL LYNTON: And now whether it's on a bus or a train or even out in the park, you see people watching our shows and our films. And that really expands the market dramatically because people have a lot more time to do it. 
MICHAEL LYNTON:现在,无论是在公交车上、火车上,甚至是在公园中,您都能看到人们在观看我们的节目和电影。由于人们有多得多的观看时间,因此市场得到极大扩张。
 
KAZUO HIRAI: And so Michael just talked about various devices, but in the creative process, do you think about, for example, a lot of audiences that are going to be enjoying content, ultimately, on smaller screens like tablets or even smart phones? I mean, does that figure into the creative process as well? 
KAZUO HIRAI:那么,Michael刚才探讨了各种设备,不过是就创造过程而言,您是否认为众多观众是否最终会通过平板电脑或智能手机等屏幕较小的设备观看内容?我的意思是,这是否也能算作创造过程的一部分?
 
VINCE GILLIGAN: You know, I'll take viewership any way I can get it. And if folks are watching Breaking Bad on a lovely Xperia™ phone, for instance -- 
VINCE GILLIGAN:您知道,我会想方设法赢得观众。比如说,无论他们是通过可爱的Xperia™手机观看《绝命毒师》 –
 
KAZUO HIRAI: Did you hear that? Xperia™ Z. That's a good phone. Thank you. 
KAZUO HIRAI:您过去听说过吗?Xperia™ Z。一款很不错的手机。谢谢!
 
VINCE GILLIGAN: That's great. And I'm all for that. In my mind's eye, of course, you know, being a bit grandiose in my vision for the show, I want to picture folks watching it on a big, beautiful monitor. And I tell you, these giant-screen TVs now, as exemplified by the BRAVIA™ series, allow folks like me to change the way we compose shots in television. 
VINCE GILLIGAN:是很不错,我完全赞同这一点。您知道,在我心目中为了这个节目多少有点夸大了,我希望观众能够通过漂亮的大显示屏观看它。我要说的是,以BRAVIA™系列为代表的大屏幕电视会让我们转变电视镜头编排方式。 
 
Historically, television was composed for 19-inch black and white TVs. 
传统电视节目是为19英寸黑白电视机录制的。
 
KAZUO HIRAI: I remember those. 
平井一夫:我记得这样的节目。
 
VINCE GILLIGAN: Yeah. You'd frame like this. You'd cut into the forehead and there was a lot of series of talking heads cut back and forth. 
VINCE GILLIGAN:是的,取景大小就得照这个来。这样会把人物的额头切掉,会看到很多半截人头的人在走来走去。
 
But with these giant, wide TV screens now, you get to frame on your best day you try to emulate John Ford or Akira Kurosawa or Sergio Leone and you get to frame, in the case of Breaking Bad, you get to show these little characters on this broad, endless expanse of New Mexico prairie with the beautiful clouds overhead and the mountains in the background and it gets to look very painterly and very cinematic. And that's a wonderful development. 
但如今有这些大屏宽屏电视机,您可以随心所欲地取镜头,就像约翰•福特、黑泽明或塞吉欧•李昂尼一样。像《绝命毒师》这样的片子的取景,需要把角色的细小身影放在宽广无垠的新墨西哥草原上,头顶绚烂的云朵,身后远方是巍峨的山影。这样看上去极有油画感和电影效果。这是了不起的进步。
 
KAZUO HIRAI: So it's always exciting to see new technologies evolving. That really helps to really add more or change the creative process. 
平井一夫: 所以看到新技术的发展总是让人振奋的事情。它确实有助于真正地丰富或变革创意过程。
 
VINCE GILLIGAN: Oh, absolutely. 
VINCE GILLIGAN: 是的,绝对是。
 
KAZUO HIRAI: So you, obviously, keep an eye out on developing technologies. 
平井一夫: 显然您随时在关注技术的发展。
 
VINCE GILLIGAN: Absolutely. And I'm looking forward to this headset device. 
VINCE GILLIGAN:是的。我想要用上这款头戴式产品。
 
KAZUO HIRAI: The head-mount display. 
平井一夫: 头戴式显示器。
 
VINCE GILLIGAN: The head-mount display. I want to check that out because it's one thing to watch an 85-inch TV, which is amazing, but it's another thing still to see, what is it? 
VINCE GILLIGAN:头戴式显示器。我想试试的原因是看85英寸的电视是一回事,当然非常神奇,看这个,这个什么是另一回事情。
 
KAZUO HIRAI: 750. 
平井一夫: 750寸。
 
VINCE GILLIGAN: Yeah. That's, like, wow. Just to be enveloped, to allow folks to be enveloped by the storytelling, whether it's Breaking Bad or whether it's ? you know, as a fan, if I could be enveloped by The Godfather or enveloped by Jackie Brown, one of my favorite Tarantino movies. I'm looking forward to that. 
VINCE GILLIGAN:是的,这就是像是,呃,有种包围感,让人沉浸在故事情节的发展中,不管是《绝命毒师》还是什么。您知道,作为影迷,我是想进入到《教父》或我最喜欢的塔兰蒂诺作品《危险关系》这样的电影中去。
 
KAZUO HIRAI: So, obviously, we want to make sure that we bring new technologies to you so that you can further, you know, develop and improve upon the creative process and bring more exciting content to audiences around the world. And I hear you're working on a spinoff to Breaking Bad. 
平井一夫: 那么肯定地,我们得保证我们把新技术提供给您,这样您就能够进一步地开发和改进创意过程,把更多激动人心的内容带给世界各地的观众。我听说您在制作一部《绝命毒师》的续集。
 
VINCE GILLIGAN: Yes. We are doing Better Call Saul.
VINCE GILLIGAN:是的,我们在制作《风骚律师》。
 
KAZUO HIRAI: Better Call Saul. 
平井一夫: 《风骚律师》。
 
VINCE GILLIGAN: Which is our wonderful, crazy lawyer character. (Applause.) Right on. We're plugging away. My writers back in Burbank are plugging away as we speak and I am, of course, here. I'd rather be here. This is more fun than being in a writers' room. But we're looking forward to having that within about a year. 
VINCE GILLIGAN: 这个是我们精彩癫狂的律师角色(鼓掌。)。现在我们正在不懈推进。在我们发言的此时此刻,我在伯班克的剧作家正在不懈地创作。当然我在这里,我也想在这里,这比呆在作家的房间里要愉快多了。不过我们想要在大约一年内出片。
 
KAZUO HIRAI: We're very much looking forward to it. 
平井一夫: 我们都非常期待这部片子。
 
VINCE GILLIGAN: Thank you. 
VINCE GILLIGAN: 谢谢。
 
KAZUO HIRAI: Great, thank you very much. Thanks for stopping by. 
平井一夫: 太棒了,非常感谢,谢谢捧场。
 
VINCE GILLIGAN: Thank you. 
VINCE GILLIGAN: 也谢谢您。
 
MICHAEL LYNTON: Thank you. 
MICHAEL LYNTON: 谢谢。 
 
KAZUO HIRAI: Thank you very much, thank you. (Applause.) 
平井一夫: 非常感谢你们。(鼓掌)
 
Thank you, Michael and Vince.
谢谢两位,Michael 和Vince。
 
Now, clearly, as Vince and Michael talked about, integrating existing formats with new technologies is providing a better and more convenient viewing experience. 
现在清楚的是,就像Vince和Michael谈到的,将现有格式与新技术融合,可以提供更加理想、更加方便的观赏体验。
 
And our vision, and one we're uniquely positioned to shape, is to continue to further the integration of the world of consumer electronics and entertainment. 
而且我们的视觉,作为我们特别擅长营造的感观,将继续深入推动消费电子领域和娱乐的融合。
 
And in the world of gaming, technology is also providing exciting new potential for storytelling and immersive play. 
在游戏领域,技术也在故事叙述和打造身临其境的游戏方面具备激动人心的潜力。
 
So one great example of playful curiosity can be found in, where else but the bucolic countryside of England? 
那么好玩习性的杰出代表,不在其他地方,就在田园风情四溢的英格兰乡间。
 
Media Molecule, one of our game development studios, is a team of true inventive minds. They continue to inspire me with their passion and unique brand of offbeat creativity
Media Molecule是我们的游戏开发制作室之一,这是一个真正创意十足的团队。他们不停地用他们的激情及其特有的异乎寻常的创造力启发着我。
 
They are creating gaming experiences that are wildly imaginative. Their blockbuster title, Little Big Planet, introduced an entirely new and different kind of gaming experience featuring a playful environment built by the users and encouraging sharing and connection.
他们创造的游戏体验具有狂野的想象力。他们名噪一时的作品《小小大星球》带来的是一种全新另类的游戏体验,其富于游乐性的环境由用户共同创建,并鼓励分享和沟通。
 
And the community grew. And today, Little Big Planet is inhabited by millions of people inspired by participating in the creation of this whimsical world. 
而且这是个不断成长的社区。今天《小小大星球》已经有数百万住户,他们共同参与到营造这个梦幻世界的事业中来。
 
This game heralded things to come. And today, their recently released and very highly-acclaimed title called Tearaway validates the power of individual contributions to the gaming experience. 
这款游戏属于开山之作。如今他们刚刚发布即赢得满堂彩的作品《撕纸小邮差》再度应验个人贡献对游戏体验的力量。
 
And Media Molecule have been outspoken advocates for the PlayStation® 4, calling PlayStation® the "ultimate creative console."
Media Molecule一直是PlayStation® 4坚定不移的支持者,他们把PlayStation®称为“终极创意控制台”。
 
So, recently, we spent some time in England capturing the joy, exhilaration, and of course the frustrations and successes of their creative process. And because, as you all creators know, the creative process is one of the most rewarding yet challenging professional and artistic journeys. So please take a look.
所以最近我们到英格兰,和他们共同分享了一段有欢乐、有愉悦,有成功,当然也有挫折的时光。而且就像大家这样的创意者都清楚的,由于创意过程是最有回报但也是最有挑战性的专业和艺术之旅,所以值得一看。
 
(Media Molecule video segment.) 
(Media Molecule视频片段。) 
 
KAZUO HIRAI: (Applause.) So as you saw in that video, Media Molecule is a perfect example of the type of highly ambitious, highly creative makers of kando, that wow that we nurture at Sony. 
平井一夫:(鼓掌。)那么大家从视频中可以看到,Media Molecule是极具抱负、极具创造力的“极客”的典型例子。这就是我们在索尼所孕育的。
 
So whether they're making games or encouraging gamers to make things on their own, theirs is the realm of creativity, whimsy, and of course fun. 
那么不管他们是在开发游戏,还是在鼓励游戏玩家自己创造,都属于创意、遐想和理所当然的,愉悦的范畴。
 
Producing great content is just one step in enhancing how people experience entertainment. And today, we're in the process of evolving the business of how people access the entertainment they want. 
制作内容只是增强人们娱乐体验的一个步骤。如今,我们正在发展的事业,是如何让人们享受到自己想要的娱乐。
 
The tethers that have constrained entertainment consumption for decades, since the very first radio waves and TV signals were beamed into our homes and game cartridges were inserted into consoles will soon dissolve. 
自我们最早在家中接收无线电和电视信号,向游戏机里插游戏卡时代起就捆住娱乐消费的束缚即将消融。
 
In fact, we're already making considerably process is pioneering a new era of freedom and choice for the movies, TV shows, music, and the games that you always want at your fingertips.
实际上我们在开辟自由和选择的新时代的路途上已经取得可观的进展,电影、电视、音乐和游戏已经触手可得。
 
So to tell you more about how Sony is evolving access to entertainment content, please welcome the president and group CEO of Sony Computer Entertainment, and Sony's executive in charge of Sony Network Entertainment, Andrew House. (Applause.) 
那么关于Sony如何发展娱乐内容的获取方式,请欢迎索尼电脑娱乐总裁兼集团首席执行官、索尼网络娱乐的掌门人Andrew House给大家讲解。(欢迎。)
 
 
---Andrew House, President and Group CEO, Sony Computer Entertainment Inc.
Andrew House, 索尼电脑娱乐总裁兼集团CEO
 
ANDREW HOUSE: Thank you, Kaz, for having me here today. 
ANDREW HOUSE: 谢谢,今天很有幸在这里。
 
The excitement at CES is always invigorating as all eyes are on the industry's best, most innovative, and most promising new products.
国际消费电子产品展(CES)带来的激情总是挥之不去,因为所有的目光都注视在行业最优秀、最具创新性、最有前途的新产品上。
 
PlayStation® is no stranger to the profound impact of a breakthrough product and how it can cause people to rethink what is possible. 
PlayStation®理所当然是一款造成深远影响的突破性产品,它让人们重新思索什么是可能。
 
As many of you are aware, we recently introduced a little product called PlayStation® 4 to some great fanfare around the world.
可能你们中的许多人都知道,我们近期推出了一款名为PlayStation®4的“小物件”,在世界各地引发了巨大反响。
 
It quickly became the largest console launch ever, selling over 2.1 million units in just two weeks.
这股浪潮迅速造就了有史以来最大的游戏机发布销售,两个星期不到就售出210万部。
 
And today, I am delighted to announce that the cumulate sell-through has now passed 4.2 million units as of December 28th. Thank you. (Applause.) 
今天我高兴地宣布,截至12月28日总销量已经突破420万部。谢谢大家。(鼓掌。)
 
The PS4™ embodies the type of technological advancement people have come to expect from PlayStation® for the past 20 years. While I'm extreme proud of the incredible sophistication of the PS4™ hardware, that is the physical and tangible aspects of the most powerful system we've ever created, I'm equally proud of what you can't touch and feel. 
PS4™体现着过去20年来人们在PlayStation®上从不错失的技术进步。我对PS4™极度精密的硬件感到极度自豪,这是我们有史以来开发的最强大系统所提供的实体的、看得见摸得着的地方。我同样的自豪的,还有大家摸不着,感觉不到的地方。
 
I'm, of course, talking about the network that sits at the core of PS4™ and all PlayStation®platforms. 
我这么说的意思是指PS4™核心内的网络和所有的PlayStation®平台。
 
The network delivers virtually unlimited opportunities for our customers and represents the future of our industry. 
这个网络能够为我们的客户提供近乎无穷的机遇,代表着我们行业的未来。
 
Sony's network vision is to deliver rich entertainment experiences that empower you to discover, connect, and engage with your favorite content on virtually any device when and how you want.索尼的网络战略是提供丰富的娱乐体验,让用户在需要的时候随心所欲地在任何设备上发现、连接和使用自己心仪的内容。
 
If you own a PlayStation® system today, the network enables you to easily connect with friends, to unlock the full potential of games and to give you access to an incredible library of titles. 
如果您现在拥有PlayStation®系统,这个网络就能够让您轻松地与友人建立联系,淋漓尽致地发挥游戏的性能,让您纵情享受音乐影视库带来的快乐。
 
In fact, PlayStation®'s library of titles is one of the most expansive in the world, filled with memorable experiences that have kept gamers entertained for years. 
实际上PlayStation®拥有世界上最为丰富的游戏节目库,充满着难以忘怀的体验,足以让游戏玩家不停享受游戏的乐趣数年。
 
As we built the new network, we asked ourselves, "What if we could unlock PlayStation®'s library of games so that they're instantly available on PlayStation® devices as well as non-PlayStation® devices?" 
我们在构建新的网络的时候,我们曾问自己:“如果我们开放PlayStation®的游戏节目库,让它们能够随时供PlayStation®设备和非PlayStation®设备使用,会怎么样?”
 
We've been steadfast in our commitment to make this a reality, and have made incredible advancements towards integrating Gaikai's advanced cloud-based technology into our network. 
我们已经坚定将此变为现实的承诺,在把Gaikai先进的云技术集成到我们的网络方面取得多项重大进展。
 
The result is nothing short of amazing and marks the beginning of a new era of streamed gaming that eliminates traditional barriers without compromising the quality of gameplay. 
其成果绝非泛泛,它标志着流游戏新时代的肇始,在不损及游戏质量的前提下,让传统的壁垒消弭于无形。
 
I am pleased to announce the new streaming game service, PlayStation® Now. 
在此我充满喜悦地向大家推出新的流游戏服务PlayStation® Now。
 
This service will, in the long term, provide existing PlayStation® gamers with instant access to the games they loved from previous generations, from the original PlayStation®, PS2®, and PS3®. 
使用这项服务,现在的PlayStation®游戏玩家可以随时玩上以往几代产品,如最早的PlayStation®和 PS2®、 PS3®上提供的游戏。
 
Equally important, the service will also introduce the world of PlayStation® to even non-console owners via smart phones, televisions, and other devices. 
同样重要的是,这项服务让PlayStation®的世界对没有游戏机的玩家敞开大门,用智能电话、电视和其他设备也能玩PlayStation®游戏。
 
Soon, playing your favorite PS3® game on a tablet will be a reality. 
不久在平板电脑上玩自己心仪的PS3®游戏就会成为现实。
 
Actually, you can try PlayStation® Now on Sony BRAVIA™ TVs and PlayStation® Vita systems in the Sony booth this week at CES. (Applause.) 
实际上大家可以在这个星期的消费电子产品大展上到索尼展台来,在索尼BRAVIA™电视机和 PlayStation® Vita系统上试玩PlayStation® Now。(掌声)
 
For the first time ever, you can play blockbuster PS3® titles, including PlayStation® game of the year, The Last of Us and Beyond on a BRAVIA™ or PS Vita exclusively at the show. 
这样有史以来第一次,您可以在这次展会上只用 BRAVIA™或PS Vita,就可以玩上PS3®上的游戏精品,包括 PlayStation®年度游戏“最后的幸存者”和“超越”。
 
Streaming the rich, high-definition gameplay experience delivered by The Last of Us, with low latency, is a remarkable achievement and it demonstrates how we are paving the way for gamers to play whenever and wherever. We've heard that earlier on. 
把“$he Last of Us”提供的内容丰富、画质清晰的游戏体验流畅地展现出来,是一个了不起的进步。它说明我们如何为游戏玩家铺平道路,让他们可以随时随地玩游戏。“随时随地”,我们已经老生常谈了。
 
We are also going to offer gamers choice when it comes to how they want to access content on PlayStation® Now. So they'll be able to rent by title for specific games they're interested in, and we'll also offer a subscription model that delivers additional value and allows people to explore a range of titles that they might otherwise not have experienced. 
我们还准备为游戏玩家提供更多供他们使用PlayStation® Now上的内容的方式选择。这样他们或者可以租用他们感兴趣的特定游戏,也可以使用我们提供的附加值更高的订阅方式。这种订阅方式能够让玩家玩上他们用其他方式无法体验的多种游戏节目。
 
I'm pleased to confirm that we will begin a closed beta in the U.S. at the end of January, with an expected full rollout this summer. 
我很高兴地向大家确认,我们将在1月底在美国开始封闭测试,预计夏季全面推出。
 
Sony's network vision for revolutionizing entertainment through cloud-based services isn't confined to games. 
索尼以云服务掀起娱乐革命的网络战略并不局限于游戏。
 
For years, consumer electronics companies have tried in various forms to transform the living room and the home entertainment experience because it is fundamentally outdated and flawed. 
多年以来,消费电子公司一直在尝试各种方法,以改变居室和家庭娱乐体验,因为这种体验已经从根本上过时且质量粗劣。
 
In a technology era that is defined by simplicity and improving people's lives by making things more intuitive, personal, and social, elegantly combining live TV, video on demand, and DVR content remains the last frontier. 
在这个简洁至上的技术时代,在这个通过让一切变得更直观、个性化和社交化来改善人们的生活的技术时代,将电视直播、视频点播和DVR内容完美地组合起来,就是亟待开拓的新天地。
 
Sony's vision for the future of home entertainment is grounded in giving you the freedom and choice for what you watch when you want to watch it and what you want to watch it on. 
索尼的未来家庭娱乐战略的基石,是让您有充分的自由和选择来决定看什么,什么时候看,在什么上面看。
 
Our goal is to transform the user experience so finding and discovering live TV and video on demand shows is intuitive and immediate. 
我们的目标是变革用户体验,为查找和发现电视直播和视频点播节目提供直观便捷的途径。
 
We will make TV a more personalized and dynamic experience that caters to your preferences and adapts to your viewing habits. 
我们会把电视变成更加个性化、更加灵动的体验,迎合您的喜好,适应您的观赏习惯。
 
Today, I'm thrilled to announce that Sony will introduce a new cloud-based TV service in the U.S. this year that combines the live TV content people love most about cable with the dynamic experience they've come to expect from digital media services. 
今天我很激动地宣布,索尼今年将在美国推出一款新的云电视服务。它把人们最爱观赏的有线电视直播节目和人们期待数字媒体服务提供的灵活体验合二为一。
 
The service will give you the most popular live TV programs, combined with a large library of video-on-demand content so people will have all of their favorite movies, TV shows, and sports programs available through a single destination. 
这项服务将为大家提供最喜闻乐见的电视直播节目,同时还有规模宏大的视频点播内容库,这样人们通过一项服务就能获得他们所钟爱的所有电影、电视和运动节目。
 
The service is distinguished by an intuitive and dynamic interface that gets to know you, as well as personalized channels that cater to your tastes. 
这项服务采用具有用户认知能力的直观灵活界面,并可根据您的口味提供个性化频道。
If a family member enters the room and picks up the controller, they can immediately access their own personalized menu. 
当某位家庭成员进入房间,拿起遥控器,就能立刻看到自己的个性化菜单。
 
It also solves one of the greatest hurdles to live TV and digital media services: ease of content access. 
它也解决了阻碍电视直播和数字媒体服务发展的重大障碍之一:获取内容的便利性。
 
Our offering will enable you to quickly search and discover across live and video-on-demand content using intuitive, dynamic filters without having to use multiple boxes. 
我们的解决方案可方便用户使用直观灵活的选择器,无需使用多个控制器,就能够迅速地在丰富的直播内容和视频点播内容中完成搜索和发现操作。
 
You'll also be able to discover new channels by seeing what your friends are watching and recommending, or by your viewing history. 
您还可以通过查看您的朋友观看和推荐的内容,或者查看自己的节目观看历史,来发现新的频道。
 
The service also provides the ability to watch and resume across various connected devices. So you can seamlessly switch viewing live TV or video-on-demand content from a PS4™ in the living room to an iPad in another bedroom. 
这项服务还提供通过各个连线设备观赏和恢复节目的功能。这样您可以把一间起居室的PS4™上播放的电视直播或视频点播节目,无缝地切换到另一间起居室iPad上。
 
No other company in the world is better poised to lead the TV revolution than Sony. There are more than 70 million Internet-enabled Sony devices in U.S. living rooms today, including 25 million PlayStation® 3 systems. And millions of people already rely on Sony for their video needs. 
就世界范围而言,没有其他公司比索尼更适合引领电视革命。在当今美国的起居室中,有超过7,000万部连接互联网的索尼设备,其中包括2,500万套PlayStation® 3系统。数以百万计的人一直依赖索尼满足自己的视频需求。
 
In fact, based on the number of users streaming videos on any given day, our network would rank about the top 5 cable and satellite providers in the U.S. And PlayStation® 3 is the number-one device in the world for watching Netflix in the living room. 
实际上,根据给定日期的使用流视频的用户数量来衡量,我们的网络在美国要排有线和卫星电视服务提供商前五位。而且 PlayStation® 3是世界上在起居室中观看Netfix的首选设备。
 
Sony's new cloud-based live TV and video-on-demand service will redefine the ease and accessibility of live television, video on demand, and DVR viewing experiences. 
索尼这种新型云电视直播和按需视频服务将重塑电视直播、视频点播和DVR观赏体验的方便性和获取渠道。
 
And while it might be a revolutionary experience for our customers, the new service is a natural evolution of Sony's offerings. 
虽然对我们的客户来说,这项服务具有革命意义,但对索尼的解决方案而言,它属于自然延伸和发展。
 
We are one of the largest entertainment companies in the world, and we'll use our unique combination of network services, innovative devices, content properties, and network partnerships to usher in a new era of home entertainment. 
我们是世界上规模最大的娱乐公司之一,我们将使用我们独到的网络服务、创新设备、内容特质和网络合作伙伴组合,迎接家庭娱乐的新时代。
 
There will be more details forthcoming, but the future is very near. We plan to start testing the service in the U.S. later this year. 
更多详情将在后续揭晓,但未来已近在咫尺。我们准备今年晚些时候在美国开始测试这项业务。
 
Thank you very much for your time. (Applause.) 
非常感谢大家花时间参加我们的活动。(掌声)
 
平井一夫: Thank you, Andy.
平井一夫: 谢谢你,Andy。
 
A more robust networked entertainment delivery system will be a hallmark of Sony as we move into the future. 
更加强大可靠的网络娱乐交付系统,是索尼迈向未来的标志。
 
We will be offering customers a single source of entertainment that is less complicated, more cost effective, and more accessible than ever before. 
我们将为客户提供的,是一种统一娱乐来源。与以往相比它更简单、更廉价、更容易使用。
 
Now, at the beginning of this presentation, I shared with you about my childhood and how I became enchanted by what might be possible. And that curiosity has continued to grow within me. And today, I am even more excited and inspired by what might be next. 
那么在本次宣讲开始的时候,我曾和大家分享过我的孩提时光,以及为什么我对创意事业如此神往。而且这种好奇心随着年龄的增大不减反增。到今天,对未来的事物,我甚至变得更加心潮澎湃和孜孜以求。
 
And my passion for electronics has grown throughout my life. But more than that, my conviction about creating a Sony culture with a commitment to deliver products with emotional value has matured and evolved over time. 
我对电子事业的激情贯穿人生声热度不减。在此之上,我不懈追求的,是营造一种索尼文化。这种文化以交付有情感的产品为目标,并且随时间推移不断成熟和发展。
 
Now today, Sony offers a vast array of products: televisions, game consoles, image capture, mobile devices, professional broadcast equipment. These products enable us to provide people with content, entertainment, and social connections. 
到今天,索尼提供的产品可谓浩如烟海:电视、游戏机、摄影摄像、移动设备、专业广播设备。这些产品让我们为人们提供内容、娱乐和社会交往。
 
However, these products also have certain limitations. 
但是这些产品也有一定的局限。
 
So in looking forward, as Andy described, our desire is to break out of the confinements of physical places or even primary devices as the only points of access. 
所以展望未来,就像Andy所说的,我们的愿望是突破物理场合乃至基础设备对接入点的局限。
 
The conventional boundaries are being transformed, if not vanishing altogether. 
司空见惯的界限如果说没有完全消失,也正在发生着天翻地覆的变化。
 
Sony will be releasing products in the very near future that will create an entirely new concept of consumer electronics. These concepts will reshape our personal media landscape and transform our living spaces into evolving environments. 
索尼将就在近期发布创造全新消费电子观念的系列产品。这些全新观念将重塑我们的个人媒体景观,让我们的生活空间真正地由静变动。
 
We're envisioning and creating a world where people can enjoy, where you can enjoy new ways of experiencing entertainment. Freely and without the restrictions of frames, boxes, and displays. 
我们所预见和创造的世界,是给人们带来愉悦的世界。在这里大家可以用新的方式享受娱乐,抛开画面尺寸、机体和显示屏的限制,无拘无束。
 
The essence of this vision is a new and emerging concept that we call the "life space UX" concept. And one of the first steps we're taking in breaking free of the traditional screen or devices is the ultra short throw projector. 
这项战略的精髓,是一种新颖且正在勃兴的概念。我们称之为“生活空间UX”概念。我们突破传统屏幕或设备局限的第一步,是超小型投影仪。
 
This state-of-the-art device can be placed anywhere in the home, turning an environment into a dynamic living space. Normal walls will become fluid displays. 
这种先进的产品可以布置在家庭中的任何位置,把环境变成生气蓬勃的生活空间。平常的墙壁就是液晶显示器。
 
Our new concept, life space UX, does more than just eliminate boundaries. This new vision creates a brand new sensual and atmospheric experience that utilizes space itself. 
我们的新概念“生活空间UX”所做的不仅是消融界限。这种新概念能利用空间本身创造全新的感官和氛围体验。
 
For example, you can create a window with a view of the outside which transitions throughout the day to your own liking. Or you can turn your favorite movie scenes into wall art with gradual transitions bringing mood and atmosphere to the places where you live and work. 
例如您可以创建一个窗口,窗口中的画面根据您自己的喜好,在一天中随时间变化不断变化。您也可以把自己最喜欢的电影场景投射到墙壁上,通过缓慢的变化,让自己居住和工作的空间的氛围和自己的心情合拍。
 
And I've seen awe-inspiring and wow-inspiring product in action. So the other day as I stood in my office on the 20th floor at Sony headquarters in Tokyo and I looked at a wall, a perfect window formed revealing a view of a street scene in the Ginza. 
我看到了让人惊叹又敬畏的产品。当时,我静静的站在东京索尼总部20层的办公室里,看到墙上完美的窗子,窗子里是银座街上的熙熙攘攘。
 
And what was beyond that wall, the street scene -- pedestrians, cars, taxis, buildings, and public spaces, all to perfect scale -- was displayed in vivid 4K image quality on that wall-sized canvas. 
墙外的街上,行人、车辆、出租、建筑和空地,一切都跟真的一样。而这一切,都呈现在墙面上那4K图像质量的幕布上,栩栩如生。
 
And to me, it opened up countless possibilities. Imagine being an avid surfer and having the perfect wall-size window to see the world's best surf spots vividly in real time in your living room. Or perhaps you can't make the concert tonight, and now you and your friends can have a private sky box view. 
这给我开启了无限可能。人对精美画面的追求永无止境。试想在卧室里有墙面大小的窗户,让您可以实时欣赏冲浪运动的精彩,或陶醉在没能赶上的音乐会里。这是属于您和朋友们的私人天空。
 
With its stylish design, this ultra short throw projector enables a cinematic-like experience to be wherever you want it to be. It's easy to install, and it's capable of projecting a 147-inch 4K image just by placing the projector near the bottom of any wall. 
这台超近距投影仪设计有型,可让您获得影院般的体验,想看什么就看什么。同时此机器安装简便,只要放在任意墙角,即可放映147英寸4K质量的巨幅图像。
 
And I'm happy to announce that the first version of this product will be available to consumers right here in the United States this summer. (Applause.) Thank you. 
我很高兴的宣布,该款设备将于今夏在美国开始发售。(鼓掌)谢谢。
 
This is only the first step on the way to a new reality, one in which the user, one in which you are able to control content in entirely new ways. 
这是通向全新真实体验的第一步,能够让用户以全新的方式控制内容。
 
So as we consider the possibilities of the borderless environment, we're also exploring other types of future-oriented products that break free from conventional screens and boxes. 
因而,我们在考虑无限环境所带来的无限可能时,也在不断探索打破常规屏幕和设备的限制,造出属于未来的产品。
 
For example, our Tabletop Screen takes information and projects it onto a flat or even a convex surface in high quality that can be controlled by your fingertips. 
例如,我们的桌面显示器可在平板甚至凸面上呈现出高质量画面,而且用户可以用手指进行控制。
 
So imagine using the surface of, say, a dining room table as a giant touch screen where you can video chat with traveling members of your family or map a vacation in an exotic locale, or just share images by sliding them across the table on your dining table. 
因而,想象一下,您可以把这样一块巨大的触控屏幕安在餐桌上,与出门在外的家人进行视频通话,还可以欣赏异域美景,或者就在桌面上划动一下就与朋友们分享各种图片。
 
This technology brings content to the center of the household, untethered by devices. 
该技术可使全家共享内容,而不会受到设备的限制。
 
This technology, the technology driving this innovation is built around a super small laser projector and intelligent processing system that captures the movement of our fingertips, using a highly accurate depth recognition algorithm. 
该技术创新性的使用超微激光投景仪和智能处理系统,利用高精深识别算法捕捉手指移动。
 
It is, to me, a very transformative technology, bringing what was formerly only accessible on the screen, again, right to the heart of the home. 
我认为这是划时代的技术,让以前只能在屏幕上显示的内容可以全家共享。
 
So, soon, the home, the office, the places where you and I need and want to be will be perhaps free from traditional notions of frames. And what lives beyond those display devices are transformative space technologies. 
因而,不久后,不管是在家里、办公室以及大家可以想像的任何地方,以及那些显示屏背后的事物,都可以成为变换无穷的科技空间。
 
 
So the life space UX is precisely the type of visionary concept that Sony is uniquely qualified to lead because, once again, it is rooted in kando, delivering that wow. That is, integrating software and hardware and content to deliver magical human experiences that evoke emotion and reverberate across all of our categories. 
因而,Life Space UX正是索尼的精髓所在,其根源就在感动。整合软硬件及内容来打造魔幻般的体验,营造情感的共鸣,是索尼所有产品的共同目标。
 
These innovations help people see the world as both expansive and accessible -- a place of limitless potential for learning, knowledge, wellbeing, connection, laughter, and of course joy. And that matters deeply to me and to all of Sony. 
这些创新可帮助人们认识到世界的广泛与亲近,是充满未知、已知、幸福、联系、欢笑和欢乐的地方,这对我和索尼来说都是很重要的方面。
 
I believe the mission of Sony is to inspire and fulfill people's curiosity around the world. I believe that we must have a unified single vision and a "one Sony" ethos. And I believe it's time to move beyond the "just good enough" era. 
我相信,索尼就是要激发和满足人们对世界的好奇心。我相信我们必须具备统一的视野,并秉承“one Sony”理念,时机成熟时,我们一定能够超越完美。
 
No more commodity products. No more parity products. No more "just good enough" products. We must and we can do better. And I believe people care deeply about the products that define their lives, your lives. 
索尼不造商品,耻于同质,且不满足于完美。我们要超越完美,造出能够引领人们生活的产品。
 
These products must be fantastic objects of sensation that engage all of our senses. And I believe we must empower our creators, designers, and engineers to be curious, to take risks and make great products that deliver kando. 
这些产品必须具备了不起的品质,必须能够动人心肺。我想信我们的创造者、设计者和工程师们必须要求知若渴、不惧艰险,造出具备感动品质的伟大产品。
 
I encourage them to follow their passions. I expect them to always strive, to fight, to dig deep inside themselves and create the products that they can be proud of, to make products that are worthy of the four letters S-O-N-Y. And I believe that products created with pride will, in turn, instill a pride of ownership and create meaningful emotional value with all of our consumers. 
我希望在此激发他们的热情,希望他们能够坚强不息、努力不止,深度挖掘自身的潜力,创造出让他们引以为豪,且不辜负索尼名称的产品。我相信这些产品也必将给拥有者带去荣耀,在消费者中引发情感的共鸣。
 
And finally, I believe in the power of wow. I am optimistic looking forward and envisioning a Sony that is conceived for the future. And I am optimistic about the role that consumer electronics will play in advancing the human experience. 
最后,我相信敬畏。我对索尼的未来充满信心,并坚信电子消费品必将推动以人为本的体验。
 
If we are all truly curious -- not just Sony -- if we are all truly curious, if we listen to what people desire and anticipate the needs of future generations, we will find that we must make innovative products that integrate functional value, but more importantly, emotional value. 
如果我们真的求知若渴,认真聆听人们的诉求与未来的渴望,我们必然能够造出具备功能价值又具备情感价值的产品。这,不仅仅是对索尼而言。
 
And we must remember, we are an industry, all of us, we're an industry built on "wow". 
我们必须牢记,我们人人都是这个行业的一员,整个行业都要心怀敬畏。
 
So I encourage everyone to come to the Sony CES booth. And please, be moved. 
因此,我期望所有人都能到索尼CES展台来看一看,来收获一份感动。
 
Thank you very much and have a great CES. Thank you. (Applause.) 
 
非常感谢大家,祝CES圆满成功。
谢谢(鼓掌)
 
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