Google documents show hopes for big gains in non-search revenue 谷歌2013年超过35%的收益将来自非搜索业务

Google projected back in October 2010 it would get more than 35% of its 2013revenue from outside its search operation, anticipating three non-search businesses, including e-commerce, would generate over $5bn each, according to internal company documentsfiled in court.

早在2010年10月谷歌公司就预计公司2013年超过35%的收益将来自非搜索业务，根据谷歌公司在法院备案的公司内部文件显示，预计包括电子商务在内的三个非搜索业务每个都将会产生超过50亿美元的收益。

 

Display advertising would generate $8bn in revenue in 2013, e-commerce would bring in $5bn, while YouTube and Google TV would combine for $5bn, according to documents revealed during thehigh-stakes trial of Oracle Corp against Google over smartphone technology. Search, meanwhile, had beenpegged to generate $34bn, the 2010 projections say, giving a forecast total revenue of $52bn for 2013.

根据甲骨文公司对谷歌公司关于智能手机技术的高风险诉讼中披露的文件显示，展示广告业务2013年将会产生80亿美元的收益，电子商务业务将带来50亿美元收益，同时 Google TV和YouTube总共会有50亿美元收入。同时，2010年的预测声称公司已经确定产生340亿美元收益的搜索业务预计将在2013年获得520亿美元的总收益。

 

"He nailed down/nailed/pegged(succeed in obtaining a position) a spot at Harvard"

Those may turn out not to be far off. Official revenue figures suggest that Google ison track to generate more than $40bn in total revenues this year, having reported first-quarter revenues of $10.6bn earlier this month,up 24% on the same period in 2011.

这些预测可能最后不会有太大的偏差。官方的收益数据显示， 谷歌公司今年的总收益将达到400亿美元，本月早些时候报告的第一季度收益为106亿美元，比2011年同期收益增长24%。

 

Company staffers compiled the documents in October 2010 for a Google board presentation, according totestimony in a US district court in San Francisco on Wednesday.

根据谷歌公司周三在美国旧金山的州地方法院的证词显示，公司员工在2010年10月为一个董事会的报告编制了这些文件。

 

Oracle attorney David Boies briefly referred to the October 2010 documents on Wednesday while questioning Android mobile software chief Andy Rubin, but Boies did notdelve into the projections. However, a full copy of the internal documents has been formally admitted into evidence in the case.

甲骨文公司律师 大卫·博伊斯周三在提问谷歌安卓手机软件总裁 安迪·罗宾 的时候简要的提到过谷歌2010年10月的文件，但是他并没有深入提问这些预测。然而，这些内部文件的一个完整的副本已经正式获准成为案件的证据。

 

The 2010 documents show that Google's search business generated $19.2bn in 2009, while the display business brought in $3.2bn that year. YouTube made $300m, while e-commerce brought in no revenue.

这份2010年文件显示谷歌的搜索业务在2009年产生192亿美元的收入，同时广告展示业务在那年带来了32亿美元的收益，You Tube带来了3亿美元的收益，然而电子商务还没有任何盈利。

 

Enterprise software was projected to generate $2bn in revenue in 2013. Overlaying all of the business units are Google's Android and Chrome platforms, the documents said.

企业软件预计将会在2013年带来20亿美元的收入。文件中说道，谷歌公司的Android和Chrome平台覆盖所有的业务单元。

 

"Android and Chrome platforms critical assets for their success, " the documents say.

“Android和Chrome平台是他们成功的关键资产”，文件中说道。

 

Other documents entered as evidence come from an internal July 2010 presentation given by Rubin. They reveal that the company got advertising revenue of just $16.8m from Androidhandsets in 2009, but by mid-year of 2010 that had grown to $132.1m from ads on the fast-growing handset market – though Apple devices such as the iPhone and iPad using Google's search and maps generated $281m, or more than twice as much in total.

来自于罗宾2010年7月的内部报告的文件也作为证据介入。这些文件揭示公司在2009年来自安卓手机的收入仅有1680万美元，但是在2010年年中的时候来自于快速增长的手机市场的广告收益已经达到了1.3亿美元，尽管应用谷歌搜索和地图的的苹果设备例如iPhone和iPad产生了2.8亿美元的收入，总共达到此收益的两倍多。

 

Average ad revenues from Android handsets were higher, at $9, than from Apple devices, at $6.70, because Google has to pay a share of the revenues back to Apple.

来自安卓手机的平均广告收益（9美元）高于来自苹果设备的平均广告收益（6.7美元），因为谷歌必须要支付一部分收益给苹果公司。

 

The detailed breakdown of figures from Rubin's presentation show that after the costs of sales, marketing, engineering, product management and legal expenses were taken into account, the overall Androiddivision was not expected to become profitable until 2011, by which time it was forecast to generate nearly $500m in adverts. However, sales of Android handsets have grown far more quickly than Rubin was forecasting at the time, suggesting that Google's Android revenues are far ahead of those figures. Google has told the media that the figures "don't reflect our current thinking about our business operations".

对罗宾报告中数字的详细分解显示，把销售、市场营销、工程、产品管理和法律费用的成本都考虑进去之后，整个Android部门预计在2011年以前是不会盈利的，到2011年预计将会有5亿美元的广告收入。然而安卓手机的销售速度远远超过的罗宾当时的预测，这意味着谷歌Adroid部门的收益远远高于这些数字。谷歌公司已经对媒体表示“这些数字并不反映我们对我们的业务目前的想法 。”

 

The two sets of documents provide a rare glimpse into Google's mindset in 2010, as the company does not break down the percentage of its revenue that comes from search advertising versus its other businesses in official filings. Google hadfought in pre-trial hearings to exclude such commercially sensitive data from the public trial, but wasoverruled by the judge.

这两组文档提供提供了对谷歌公司在2010年倾向的一瞥，尽管公司没有打破在官方文件中对搜索广告业务和其他业务所占的盈利比例。谷歌尽力的在预审听证会的时候就把这些商业敏感数据排除在公审之外，但是这一想法却被法官否决了。

 

Estimating the ratio is complicated because of the limited information Google discloses about its various businesses. Analysts' estimates for Google's non-search business currently range from 10% of the company's revenue to as much as 25%.

从谷歌公司公开的各种业务的有限信息中估算收入比例是很难的。分析师估算的谷歌公司非搜索业务所占的当前收入比例从公司总体盈利的10%一直到25%。

 

"Their core business has done better than they were forecasting. Search is growing faster than 10% a year, " said Colin Sebastian, an analyst at RW Baird. However, Googlestill has work to do in areas like commerce, he said, adding that Google's mobile wallet product has not made as much progress as it hoped.

“他们的核心数据运营地比他们预想的好，搜索业务年增速在10%以上” 来自RW Baird的分析师科林·塞巴斯蒂安说。谷歌在商业领域仍然有工作要做，他补充说道，谷歌手机钱包产品并没有像预想的那样取得进展。

 

"This document suggests those businesses may not be meeting Google'sinitial expectations, " Sebastian said.

“这项文件显示这些业务可能并没有达到谷歌公司的最初期望”，塞巴斯蒂安说。

 

Google spokesman Jim Prosser said: "Our industry continues to evolve incredibly fast and so do ouraspirations for our various products and services."

谷歌发言人吉姆·普罗瑟说“我们的产业正在像我们对于全方位的产品和服务的的期望一样正在难以置信的飞速发展着。”

 

The Rubin presentation from July 2010 indicated that Google hoped that 10m Android tablets would be sold in 2011, and that it would achieve a 33% share of the market.

罗宾在2010年7月的报告表明谷歌公司希望安卓平板电脑2011年的销售量能达到1000万台，占到33%的市场份额。

 

Overall, Rubin outlined an aggressive plan to generate more than $1.2bn in total revenue from adverts and app sales on Android phones by 2013, although after costs such as revenue shares from adverts weresubtracted, the contribution to Google's bottom line would be closer to $500m.

总的来说，罗宾勾画了一个雄心勃勃的计划，到2013年在安卓手机的广告和应用销售总共要达到12亿美元，尽管在广告收入份额的成本被扣除之后，对谷歌公司贡献的底线将会接近5亿美元。

 

But the rapid takeoff of Android sales since Rubin made his presentation, when there were just 20m Android handsets in operation – compared to more than 100m now – suggests that those targets may have been met sooner than was forecast.

但是自从罗宾的报告之后安卓手机销售量的爆发式增长（但是只有两千万手机在使用，而现在已经达到1亿使用量）则意味着这些目标将会比预期更快达到。

 

Rubin outlined some causes for concern at the time, including "Apple momentum with iPad, iPhone 4" [then newly launched] and that Google was "behind [Apple and Amazon] on music, video, books". He also noted a "low rate of app purchases".

罗宾描述了一些担心的原因，包括“苹果公司iPad和iPhone 4（之后发售）的势头”以及谷歌在音乐、视频和图书方面落后于苹果和亚马逊。他还指出“手机应用的低购买率”。

 

At the time Android handsets were being activated at the rate of 180, 000 per day. The figure now is more than 700, 000.

那时安卓手机以每天180,000台的速度被激活。而现在这个数字是700,000。

 

Oracle has accused Google of violating its intellectual property rights to the Java programming language. An Oracle spokeswoman declined to comment on the figures. In pre-trialsettlement talks, Oracle had suggested that Google should pay a small percentage of ongoing Android revenues in settlement of another part of the trialdispute, in which Oracle claims its patents have been infringed.

甲骨文公司指控谷歌侵犯了它JAVA编程语言的知识产权。一位甲骨文公司的女发言人拒绝对这些数字做任何评论。在初审和解协商中，甲骨文公司曾提出谷歌应支付持续的安卓收入中的一小部分以解决这个甲骨文公司宣称专利被侵犯的案件纠纷中的另一部分。

 

文章出自：英国卫报

原文链接：点击查看

文章出自：译言

原文链接：点击查看