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網飛不被看好的故事
見證一個行不通的念頭如何發展成為全球最大串流影音平台
想驗證自己點子行不行,唯一實際的做法就是去做。花一小時去做,比花一輩子去想能學到更多。
2020-01-01 /  2630  10
輕鬆聽大師
俞國定導讀
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目 錄 導 讀 付費內容 延伸閱讀 輕鬆抓重點

Chapter 1

火花

感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。

1996年,馬克.蘭道夫首識里德.黑斯廷。黑斯廷經營一家名為Pure Atria的公司,該公司收購了蘭道夫與人共同創辦的新創事業Integrity QA。收購後,蘭道夫獲任命為Pure Atria的行銷副總裁。由於兩人住處距離僅數分鐘車程,之後他們便經常輪流開車一起上班。


感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。

Chapter 1

The spark

感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。

Marc Randolph first met Reed Hastings in 1996. Hastings was running a company called Pure Atria which acquired a startup called Integrity QA which Randolph had cofounded. After the acquisition, Marc Randolph was appointed as VP of corporate marketing for Pure Atria. Since Reed Hastings lived just a few minutes from Marc Randolph's house, they used to car pool to work together.


感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
1
1997年初,Pure Atria即將完成併購,這使得他倆都將面臨結束工作的處境,所以在上下班的車程中,里德和馬克便討論起新創公司的種種。馬克想創業,他很重視里德的意見,兩人深入聊了許多異想天開的點子。像是訂製的球棒,針對個人需求調配的洗髮精,手工製的衝浪板,為每隻狗狗特別調製的狗糧等等,諸如此類。在每天的通勤路上,馬克丟給里德一個又一個點子。感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
1
In early 1997, Pure Atria was in the process of finalizing a merger which would put both of them out of their jobs so on their drive, Reed and Marc would discuss ideas for startups. Marc wanted to start his own company and he valued the feedback he got from Reed so they went through a whole lot of out-of-the-box ideas. Customized baseball bats. Personalized shampoo. Hand-made surfboards. Dog food individually formulated for dogs. Marc Randolph pitched Reed Hastings lots and lots of ideas on that daily commute.感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。

關鍵思惟


「我不知道什麼行得通、什麼行不通。在1997年,我只知道我想創立自己的公司,而且是要在網路上賣東西。就這樣。這聽起來很荒謬──世界上最大的媒體公司之一竟是源自這兩個渴望。但確實如此。」──馬克.蘭道夫 感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。

Key Thoughts


"I had no idea what would work and what wouldn't. In 1997, all I knew was that I wanted to start my own company, and that I wanted it to involve selling things on the internet. That was it. It seems absurd that one of the largest media companies in the world could come from those two desires. But it did."– Marc Randolph 感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。

2
有天當他們開車時,馬克說到要讓他三歲女兒半夜裡重新入睡,他得陪著一起看《阿拉丁》。這件事讓他又冒出一個可以丟給理德的絕妙點子。感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
2
One day as they were driving along, Marc Randolph mentioned that to get his three-year-old daughter back to sleep in the middle of the night, he had watched Aladdin with her. That gave him his next great idea to pitch Reed Hastings on.感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。

關鍵思惟


「『錄影帶?』里德看著我。『別提了,』他搖搖頭:『我才因為太晚歸還帶子被百視達罰了40塊。不過⋯⋯』隨著他再次轉頭看向車窗外,話音愈來愈低,他的臉上一片茫然。然後他抬眼,點點頭。『或許有搞頭。』他說。」──馬克.蘭道夫 感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。

Key Thoughts


"'Videotapes?' Reed looked at me. 'Don't remind me,' he said, shaking his head. 'I just got nicked forty bucks by Blockbuster on a movie I returned late. But…' He let his voice tail off as he turned to stare again out the window, his face blank. Then his eyes arched upward and he nodded. 'Maybe,' he said."– Marc Randolph 感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。

3
受到那股感覺有趣的火花鼓舞,馬克走進辦公室在白板最上方寫了「VHS錄影帶線上商店」。他有兩名助理在公司合併後,也將面臨裁員,所以這三人團隊開始研究需要哪些資源來建立線上錄影帶出租公司。他們的初步研究顯示,寄出、寄回VHS錄影帶會增加郵資或快遞費用,相對於百視達或好萊塢影視等實體競爭者,增加的費用對線上商家可說是相當不利。為了確認這一點,馬克向他妻子提出郵寄電影的想法,她回道:「那絕對行不通啦。」感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
3
Buoyed by that spark of interest, Marc Randolph walked into his office and wrote VHS ONLINE STORE at the top of a whiteboard. He had two assistants who were also facing redundancy when the proposed merger went ahead so this team of three started doing research on what it would take to set up an online video rental company. Their initial research suggested the addition of postage or courier charges to send a VHS tape out and then return it would mean an online store would have serious disadvantages to brick-and-mortar competitors like Blockbuster or Hollywood Video. To confirm that, Randolph mentioned his movies-by-mail idea to his wife who said: "That will never work."感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
4
然後,在1997年夏天,第一台家用DVD播放器在美國上市。1997年3月,華納兄弟公司發行了32部DVD規格的電影。這與郵寄電影的概念不謀而合,因為DVD的尺寸等同光碟,因此體積夠小、重量夠輕,可以放入標準的商業信封,寄到美國境內任何地方,都只需要32美分的郵資。感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
4
Then, in the summer of 1997, the first consumer DVD players went on sale in the United States. In March 1997, Warner Bros. released thirty-two movies on DVD. This was relevant to the movies-by-mail idea because DVDs were the same size as a compact disc – and therefore small enough and light enough to fit into a standard business envelope, which could be mailed anywhere in the country for nothing more than a 32-cent stamp.感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。

關鍵思惟


「更低廉的庫存成本、更便宜的寄送費用──倘若DVD成為通行的格式(而且這個前提至關重要),那麼郵寄電影看起來是有機會的。隨著線上購物慢慢拿下書籍、音樂、寵物食品等消費大項,影片出租(每年有80億美元產值!)是一個誘人的目標。把賭注押在DVD上有其風險,但這可能也是我們在這個消費品項上最終得以突圍的方法。當全世界都還是以出租VHS為主流時,我們或許能透過郵寄讓出租DVD成功──然後在郵寄出租影片這個品項上獨占一陣子。郵寄VHS出租是死路一條;但郵寄DVD則有機會。」──馬克.蘭道夫 感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。

Key Thoughts


"Cheaper inventory, cheaper shipping—it was looking like movies by mail could work, if (and this was a big if) DVD became a popular format. With other huge categories—books, music, pet food—slowly being taken online, the movie rental category (which brought in $8 billion a year!) was a tempting target. Betting on DVDs was a risk, but it might also be our way to finally crack that category. With the whole world consumed by VHS rental, we might be able to make DVD rental by mail work—and have the video rental by mail category to ourselves for a while. VHS by mail was dead. But DVDs by mail could work."– Marc Randolph 感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。

5
為了測試DVD是否會在郵寄過程中損壞,馬克到店裡買了音樂CD,然後寄往里德在加州聖塔克魯茲市的家。一天後,CD完好無損地送達,證明這個想法是可行的。但直到幾個月後,馬克才發現那間當地郵局的處理方式並非常態──他們所有郵件都靠人工整理分類;如果要寄送到更遠的地方,勢必要有比標準信封更堅固的保護。感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
5
To test whether a DVD would get damaged in the mail, Marc Randolph purchased a music CD from a store and mailed it to Reed Hastings' house in Santa Cruz, California. The CD was dutifully delivered unharmed a day later, which was validation the idea could work, It wasn't until months later that Marc Randolph found out the local post office was an outlier in that all mail was sorted there by hand, and that DVDs sent further afield would need far more sturdier protection than a standard envelope.感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。



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