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译文题目："Fruit Ninja": a simple game "cut" market 原文题目："Fruit Ninja": a simple game market 原文出处：Chinese computer original article

"Fruit Ninja": a simple game "cut" market

In China, perhaps not many people have heard of Halfbrick Studios from Australia, but referred to the game of "Fruit Ninja" (Fruit Ninja) I am afraid that is not only a lot of young people played, even the children and the elderly, knowa few people. Easy to use, fun and excitement, "Fruit Ninja" has become a popular of all the games.

"In the Chinese market, the average per second, 3000 fruit was cut $ 7.5 billion a month cut fruit." Speaking of these figures, Halfbrick Studios Chief Marketing Officer Phil Larson (Phil Larsen) is very proud of. He expressed the hope that the game of fruit ninja version 1.8, released in early June, and the Andrews version of "Crazy Jet (Jet pack for Joy Ride) can give a better experience to Chinese gamers.

Inspired by the knife ads

Halfbrick Studios, founded in 2001, headquartered in Australia's third largest city, Brisbane. The company began to do handheld devices, and later the transition to the field of game development.

Speaking of fruit ninja game, Larson introduced, its design inspiration from a TV shopping ads. One day, the company's CEO - a dark-skinned Indian origin, the big boys see on TV advertising of a kitchen knife. Ad, the host handheld knife hack hack, facing into the air with fruits and vegetables Hu, he felt very enjoyable. He wants to, can not design a game, people's fingers when the blade, slide to slide on the touch screen, a variety of fruit cut in half, juice four spattering it? This game will be popular . His idea was soon reflected in the new game. Since then, the creative team of game and gradually improve the game play and rules.

"The original game is very simple, the design of three people, less than two months to complete basic fruit ninja game is so simple, does not need to play with a sharp sharp knife to split the pleasure of fruit, so many players put it down. Of course, the game is also designed a number of obstacles, the game not to touch the flying bomb from time to time, otherwise the end of stimulation, adventure game journey. Of course, in order to get a high score, the game must continue to hard work and practice. The average person can only have two or three percentage game, fruit ninja of the human Challenge champion - Foshan, Guangdong, Tang Yi, but can get over 2000 results.

Currently, the company's R & D team has been expanded to more than 60 people, half of them do fruit ninja "Larson said. Their main task of the game constantly upgrade, we must also develop a new version for a variety of platforms. "

No venture capital

"There will always be some companies than their counterparts in the industry with superior insight in the operation has a broader vision, and not only as a market leader, but

also as innovation and intellectual leadership." A former EMC Corp. the Mike · Lutegeer, CEO once said. IBM is no doubt that such an IT industry thought leaders.

IBM in its 100-year history, several times is predicted to die, really faced a dilemma, however, still Everlasting. It was not always the most technologically advanced enterprise, not every choice best route can be described as visionary, but on the understanding of customer needs, so we can see that IBM has led the demand and variable, the wisdom of the earth.

The reason for making the software capability, the ability of sellers, but also from the deepest feelings of the IBM of today's environment of economic and social development. IBM Software Group, Greater China strategy and marketing director Miss Wu Lidong once to reporters about a very interesting example.

A few years ago, IBM's marketing department began using a software called Unica. This software can automate the process of market activity, IBM found that the efficiency and effectiveness of marketing activities have largely improved after use of Unica. Marketing is often referred to as an art, in fact, marketing can be a scientific and quantified. Own experience the beauty of Unica, who then the Unica users IBM to spend $ 480 million to its acquisition and its integration into the wisdom of business solutions to provide users with their marketing support.

Unica for IBM's own staff in the marketing activities and the power of collaboration is required between employees and partners. However, rely on Unica a product is not enough, a good collaboration projects will also require social collaboration, unified communications. Build a capability related to the integration of IT products and solutions. Another example is today's businesses the urgent needs of the mobility, enterprise mobile devices increases, followed by the manageability, security, social needs increase, this is not a product or multiple products simple combination can have. Based on deep industry practice, IBM pioneered integration of WebSphere, Rational, Tivoli, the ICS / Lotus and other core software products in the mobile and social advantages, the introduction of IBM end-to-end mobile solutions to help businesses use mobile force this vital ability to develop customers, improve operational efficiency, achieve business transformation. "Wuli Dong said.

Since 2000, IBM has acquired 125 companies, including 80 software companies. Through the acquisition, IBM complements the seven software capabilities, such as mobile force earlier this year, IBM has acquired Worklight company.

In addition to the acquisition, IBM in research and development results are obvious, the number of patents for 19 consecutive years ranked first in the world. R & D to promote IBM's seven software capabilities to provide customers with seven innovative software capabilities also contributed to the IBM software development. IBM's global vice president and general manager of IBM China Development Lab Wang Yang told reporters: "The combination of agile development model development and testing cloud, IBM China Development Center to further enhance the innovative force."

"For IBM, software is not only the crystallization of IBM innovation, but also continued to promote the development of IBM innovation and business growth. IBM China Development Center has been a good tradition, the upcoming IBM developed software products and solutions in extensive use of internal initiatives that not only enable us to

continue to improve our products, but also to strengthen the China development center within the active and creative atmosphere, the other IBM to maintain a strong competitive edge and leadership in the global information industry, "Wang Yang said. Corresponding customers face increasingly complex IT environment, more and more products, IBM Software Group's product line has become more complex. IBM Software Group has a wealth of product lines, and five well-known middleware brands, which are well-known. In 2010, the trend extends to a deeper, wider at both ends in order to respond to customer demand for information technology, the IBM software was established Industry Solutions Group, increased business analysis (BA) product line, which makes the IBM software to expand to eight products line. Of complex products to a certain extent, users and partners to understand the obstacles, which adjust the signal sent to IBM. Products to the ability of discourse system is presented to the customer to better stimulate the development of the IBM Software Group.

Changan Automobile Co., Ltd. Management Information Vice Minister Wu Jinhao said that Changan Auto is the largest business and IT needs, not a specific IT products, but the enhancement of the overall innovation, they very much hope that the IT partner to find him , to provide him with the overall innovation capability. For the strong demand of the users of the software capabilities, Hu Shizhong, IBM Software Group will continue in the advanced technical inputs, while focused industries, deepening the channel strategy with partners to help users enhance the software capabilities, and promote business growth and transition .

At present, the "Fruit Ninja" global download capacity of 200 million times a second "angry bird" among the world's second-download fee games in the Apple AppStore. Mobile games for more than 80 countries ranking, "Fruit Ninja" is among the top ten games, and most of the top five.

So far, the "Fruit Ninja" in the Chinese market has been downloaded over 100 million. Achievements funny game and music are inseparable. Since last signing to become the sole distribution partner for Greater China "Fruit Ninja since the music funny game" Fruit Ninja genuine game in more than 100 network channels, publishing, and game pre-installed on Samsung, Motorola, HTC, Lenovo, and many other well-known brands of mobile phones. China's mobile gaming market, "Fruit Ninja has 18 consecutive months occupy the downloads in the first place.

Because the fruit ninja game has a stable pay-per-download revenue, in addition to a lot of money advertising revenue, so Halfbrick Studios, did not introduce the demand for venture capital funds, has been rolling development by its own funds.

Late last year, Halfbrick Studios, once and Lok, the introduction of some pattern of fruit ninja shoes. Larson hope to introduce more franchise cooperation projects in China and India, launched a line of clothing, toys and other products under even consider shooting the film and television work of fruit ninja.

《水果忍者》：以简单游戏“切”市场

在中国，也许没多少人听说过来自澳大利亚的Halfbrick Studios公司，但提到《水果忍者》(Fruit Ninja)这款游戏，恐怕不仅很多年轻人玩过，就连小孩子和老年人，知道的人也不在少数。因为容易上手，刺激好玩，《水果忍者》成为一款老少通吃的游戏。

“在中国市场，平均每秒钟就有3000个水果被切，每个月被切的水果数高达75亿个。”说到这些数字，Halfbrick Studios公司首席营销官菲尔·拉尔森(Phil Larsen)颇为自豪。他希望6月初发布的《水果忍者》1.8版和安卓版的《疯狂喷气机》(Jet pack Joy ride)游戏能够给中国的游戏爱好者带来更好的体验。

灵感来源于餐刀广告

Halfbrick Studios成立于2001年，总部设在澳大利亚第三大城市布里斯班。公司开始时是做手持终端产品的，后来转型到游戏研发领域。

说到《水果忍者》这款游戏，拉尔森介绍道，它的设计灵感来自一则电视购物广告。有一天，公司的CEO——一位皮肤黝黑的印度裔大男孩在电视中看到一则厨房刀具的广告。广告中，主持人手持餐刀，对着抛向空中的瓜果蔬菜一通胡劈乱砍，他感觉非常过瘾。他想，是不是可以设计一款游戏，让人的手指当刀片，在触摸屏上滑来滑去，把各种水果切成两半，让果汁四处喷溅呢?这样的游戏一定会大受欢迎。他的想法很快就在新游戏中得到了体现。此后，游戏创作团队又逐步对游戏的玩法和规则进行完善。

“最初的游戏非常简单，三个人设计，不到两个月就基本完成。”《水果忍者》这款游戏就是这么简单，不需要游戏说明，用锋利尖刀劈开水果的快感，让众多游戏者爱不释手。当然，游戏中也设计了一些障碍，游戏者不要触碰到不时飞出的炸弹，否则就要结束刺激、冒险的游戏旅程。当然，要想获得高分，游戏者也必须不断勤学苦练。在这款一般人只能得两三百分的游戏中，水果忍者达人挑战赛的冠军选手——广东佛山的邓毅却可以取得超过2000分的成绩。

拉尔森表示，目前，公司的研发团队已经扩充到60多人，其中一半人是做《水果忍者》的。“他们的主要任务是对游戏不断进行升级，同时，还要开发针对各种平台的新版本。”

不需要风险投资

“总会有一些公司比行业中的同行具有更卓越的见识，在操作上具有更加广泛的设想，并且，不仅能担任市场领导，而且还能担任创新和思想上的领导。”曾任EMC 公司执行总裁的迈克·路特格尔曾经这样说。而IBM无疑就是这样一位IT业界思想领导者。

IBM在其100年的历史中，有好几次被预言将死，也真正面临过窘境，然而至今仍基业长青。它并非一直是技术最领先的企业，也并非每一次选择的技术路线都最佳，但在理解客户需求上可谓具有远见卓识，因此我们看到IBM引导了信息随需而变、智慧的地球。

之所以提出软件能力，成为能力售卖者，也源于IBM对当今经济社会发展环境的深刻感受。IBM大中华区软件集团策略及市场总监吴立东女士就曾给记者讲述了一个非常有意思的例子。

几年前，IBM市场部门开始使用一个名为Unica的软件。这一软件可以将市场活动的过程自动化，IBM发现在使用Unica后，市场活动的效率和效果都有了很大程度的提高。市场营销常常被称为一种艺术，而实际上，市场营销也可以被科学化和量化。在自身体验到Unica的妙处后，曾经是Unica用户的IBM遂花费4.8亿美元将其收购，并将其整合进智慧商务解决方案中，用其为用户提供市场营销支持。

Unica为IBM自身提供了市场营销活动中需要的员工之间，及员工与合作伙伴之间需要的协作力。然而光靠Unica一个产品还不够，一个好的协作能力的建设还需要社交协作、统一通信等。构建一种能力，需要整合相关的IT产品和解决方案。

再如当今企业对移动性的迫切需求，企业移动设备的增加，随之而来的是可管理性、安全性、社交性需求的增加，这并不是一个产品或多个产品的简单组合就能具备的。“基于深刻的行业实践，IBM开创性地整合了WebSphere、Rational、Tivoli、ICS/Lotus等核心软件产品在移动和社交方面的优势，推出全面的IBM端到端移动解决方案，帮助企业利用移动力这一至关重要的能力拓展客户、提高运营效率，实现业务转型。”吴立东说。

自2000年以来，IBM已收购了125家公司，其中包括80家软件公司。通过收购，IBM补充了七大软件能力，例如在移动力方面，今年年初IBM就收购了Worklight公司。

除了收购，IBM在研发方面的成绩也有目共睹，其专利数连续19年全球排名第一。研发促进了IBM为客户提供七大软件能力，而七大软件能力中的创新力也促进了IBM软件的研发。IBM全球副总裁兼IBM中国开发中心总经理王阳对记者说：“敏捷开发模式与开发测试云的结合，让IBM中国开发中心实现了创新力的进一步提升。”

“对于IBM来说，软件既是IBM创新力的结晶，又持续不断地推动着IBM创新的发展与业务的增长。IBM中国开发中心一直有一个优良传统，即将IBM研发出来的软件产品与解决方案在内部大量运用。这一举措不仅能够使我们不断完善我们的产品，还能够强化中国开发中心内部的积极性和创造性的氛围，另IBM在全球信息产业中保持强大的竞争力和领导力。”王阳说。

对应客户面临的IT环境越来越复杂，产品越来越多，IBM软件集团自身的产品线也日益复杂。IBM软件有着丰富的产品线，5个知名的中间件品牌被大家熟知。2010年，为了应对客户信息化需求向更深、更广的两端延伸的趋势，IBM软件成立行业解决方案集团，又增加了业务分析(BA)等产品线，这使得IBM软件扩充到8个产品线。

复杂的产品构成也一定程度上给用户和合作伙伴造成了了解障碍，这也给IBM发出了调整的信号。将产品以能力的话语体系呈现给客户，将更好地带动为IBM软件集团的发展。

长安汽车股份有限公司管理信息部副部长吴劲浩说，如果说长安汽车目前最大的业务和IT需求，不是具体的某个IT产品，而是整体的创新力的提升，他们非常希望IT合作伙伴找到他，给他提供整体的创新能力。针对用户对软件能力的强烈需求，胡世忠表示，IBM软件集团将继续在先进技术上的投入，同时聚焦行业，深化渠道策略，与合作伙伴一起帮助用户实现软件能力的提升，促进业务的成长和转型。

目前，《水果忍者》的全球下载量达2亿次，在苹果AppStore收费游戏中下载量仅次于《愤怒的小鸟》位居全球第二。在80多个国家的移动游戏排名里，《水果忍者》都位居前十大游戏，而且大多排名前五强。

到目前为止，《水果忍者》在中国市场的下载量已经超过1亿。这个成绩的取得与乐逗游戏密不可分。自去年签约成为《水果忍者》大中国区唯一发行合作伙伴以来，乐逗游戏已经将《水果忍者》的正版游戏在100多个网络渠道进行发布，并将此游戏预装在三星、摩托罗拉、HTC、联想等众多知名品牌的手机中。在中国的移动游戏市场，《水果忍者》已经连续18个月占据下载量第一的位置。

因为《水果忍者》游戏有着稳定的付费下载收入，此外还有不菲的广告收入，所以Halfbrick Studios并没有引入风险投资资金的需求，一直靠自有资金滚动发展。

去年底，Halfbrick Studios曾经和乐淘网合作，推出了一些《水果忍者》图案的鞋子。拉尔森希望今后能在中国和印度推出更多的特许经营合作项目，推出相关的服装、玩具等线下产品，甚至考虑拍摄水果忍者的影视作品。