Netflix 与 Blockbuster - 起源 | 2

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约翰·安蒂奥科，百视达的董事长兼首席执行官，走进了位于曼哈顿高处通用汽车大楼内镶有木板的会议室，董事会成员们正陆续就座。

John Antioco, Blockbuster's Chairman and CEO, walked into the wood paneled conference room in the General Motors building high above Manhattan as board members were taking their seats.

那是2007年2月，安蒂奥科对自己感到相当满意。

It was February 2007, and Antioco was feeling pretty good about himself.

董事会即将得知，他们的死敌奈飞及其首席执行官里德·哈斯廷斯已陷入困境。

The board was about to learn that their nemesis, Netflix, and its CEO, Reed Hastings, were on the ropes.

为了最后拼死一搏击败百视达，哈斯廷斯提出以每名用户200美元的价格收购百视达在线的300万订阅用户。

In a final transparently desperate bid to beat Blockbuster, Hastings had offered to buy Blockbuster Online's 3,000,000 subscribers for $200 per.

尽管安蒂奥科无法忍受哈斯廷斯对百视达的傲慢态度，但他还是同意将这一提议提交给董事会。

Even though Antioco found Hastings' condescending attitude toward Blockbuster insufferable, He had agreed to Hastings' request to bring the proposal to the board.

他没有告诉哈斯廷斯的是，他会建议董事会拒绝这项提议，让奈飞自行衰亡。

What he didn't tell Hastings was that he would recommend the board reject the offer and let Netflix wither and die.

亿万富翁卡尔·伊坎喜欢主持这些会议，尽管他只是董事会成员，而安蒂奥科才是董事长。

Billionaire Carl Icahn liked to preside over these meetings, even though he was just a board member and Antioco was chairman.

安蒂奥科和伊坎经常就百视达庞大的债务以及安蒂奥科在百视达在线服务上的支出发生冲突。

Antioco and Icahn regularly locked horns over Blockbuster's huge debt and how much Antioco spent on Blockbuster's online service.

但这次报价，安蒂奥科却期待着伊坎的赞扬。

With this offer, though, Antioco was expecting praise from Icahn.

他往后一靠，让他的副手谢恩·埃万杰利斯特阐述哈斯廷斯的提案以及建议拒绝该提议，这将彻底埋葬奈飞。

He sat back and let his lieutenant, Shane Evangelist, lay out Hastings' proposal and the recommendation to reject it, which would bury Netflix.

得益于‘全通’服务，百视达在线每天新增25,000名订阅用户。

Blockbuster Online is adding 25,000 subscribers a day, thanks to Total Access.

按这个速度，我们六个月内的订阅用户将超过400万。

At this rate, we'll have over 4,000,000 subscribers in six months.

我们需要500万订阅用户才能盈亏平衡，以停止因用户在线租借DVD后免费到店更换而造成的亏损。

We need 5,000,000 subscribers just to break even, to stop the losses we take on every time a subscriber swaps out an online DVD for a free store rental.

我们不想以奈飞开出的价格出售。

We don't wanna sell for the price Netflix is offering.

我们就继续现在的做法，确保在线业务增长。

Let's just keep doing what we're doing to make sure online grows.

我们目前势头正猛，再坚持一段时间吧。

We have all the momentum, so let's just hang on a little longer.

艾坎几乎没看一眼安蒂科。

Icahn barely looked at Antioco.

他似乎根本没在听埃万杰利斯特说什么。

He seemed to not even be listening to what Evangelist was saying.

相反，他低头看着一份文件，抿着嘴唇。

Instead, he was looking down at a document and pressing his lips together.

安蒂科正期待的那一刻将转瞬即逝。

The moment Antioco was savoring would be short lived.

来自Wondery，这是《商业战争》。

From Wondery, this is Business Wars.

我是大卫·布朗。

I'm David Brown.

安蒂科为了走到今天这一步，在董事会面前脚踩奈飞的咽喉，已经走过了一条漫长的道路。

Antioco had traveled a long road to get to where he stood now before the board with his foot on Netflix's throat.

这需要双方的傲慢与肮脏手段，以及一场始于2004年7月15日、由百视达发起的昂贵价格战。

It had required hubris and dirty tricks on both sides and an expensive price war that began for Blockbuster three years earlier on 07/15/2004.

当时，奈飞召开了一次面向华尔街分析师和投资者的季度收益电话会议。

That's when Netflix initiated a conference call on quarterly earnings with Wall Street analysts and investors.

哈斯廷斯得意地谈论着不断增长的订阅用户、飙升的股价，以及奈飞即将拓展海外市场的看似不可阻挡的未来。

Hastings was crowing about his growing subscriber base, its soaring stock price, and its seemingly unstoppable future with Netflix looking to grow abroad.

但哈斯廷斯当时并不知道，位于达拉斯的百视达高层正悄悄地、兴高采烈地收听这场会议，等待着出击的时机。

What Hastings didn't know at the time was that the Blockbuster Chiefs in Dallas were quietly, gleefully listening in on the call, waiting for the moment to pounce.

沙恩·埃万杰利斯特和他的下属们全神贯注地听着哈斯廷斯的每一句话。

Shane Evangelist and his lieutenants hung on Hastings' every word.

当分析师问起百视达传闻中的在线服务时，埃万杰利斯特知道，这正是哈斯廷斯踏入陷阱的时刻。

When analysts asked Hastings about Blockbuster's rumored online service, Evangelist knew this would be the moment Hastings would step into the trap.

埃万杰利斯特在电话会议中默默等待着，准备向哈斯廷斯发出一声震耳欲聋的‘去你的’，以回应那些至今仍在耳边回响的数月羞辱。

Evangelist was silently waiting on that conference call, waiting to launch a giant screw you at Hastings for the months of insults that still rang in his ears.

我们预计Blockbuster.com对我们的打击，将类似于巴诺书店对亚马逊的打击。

We expect blockbuster.com to be approximately as successful against us as Barnes and Noble was against Amazon.

上线吧。

Launch it.

这可有意思了。

This is gonna be fun.

就在Netflix的电话会议仍在进行时，Blockbuster在线首次公开推出了其新网站。

As the Netflix conference call was still underway, Blockbuster Online launched its new website for the first time publicly.

Blockbuster刚刚推出了在线电影和DVD服务，市场似乎一直在等待这一举动。

Block Blockbuster just launched an online movie and DVD site, and the market seemed to have been waiting for this move.

它完全是netflix.com的蓝黄复制品。

It was a blue and yellow clone of netflix.com.

订阅价格便宜两美元，并附赠店内免费租赁优惠券。

The subscription was $2 cheaper, and it came with coupons for free in store rentals.

当哈斯廷斯正在与分析师通话时，Netflix的股价开始暴跌。

As Hastings was speaking to analysts, Netflix's stock price began plummeting.

Netflix首席执行官巴里·麦卡锡看着笔记本电脑上的股价，眉头紧锁。

Netflix CEO Barry McCarthy began to frown as he looked at the share prices on his laptop.

Netflix本应报告的全是好消息。

Netflix had nothing but good news to report.

那为什么股价在纳斯达克行情屏上开始下跌呢？

So why was the stock price dropping on the Nasdaq ticker?

答案来自一位分析师的问题。

Well, the answer came from one of the analysts' questions.

消费者博客《Hacking Netflix》报道，Blockbuster刚刚启动了其在线DVD租赁服务Blockbuster Online的测试版。

The consumer blog Hacking Netflix reported that Blockbuster had just launched a beta test of its online DVD rental service, Blockbuster Online.

在电话会议结束时，哈斯廷斯在笔记本电脑的地址栏中输入了blockbusteronline.com。

As they wrapped up the call, Hastings typed blockbusteronline.com into the address bar on his laptop.

在达拉斯，福音传道者和他的团队也预料到了这一点。

Back in Dallas, Evangelist and his team had expected this too.

他们通过一个URL追踪器，观察哈斯廷斯和麦卡锡注册账户并浏览网站的全过程。

They watched through a URL tracker as Hastings and McCarthy created accounts and clicked through the site.

他们甚至懒得掩饰自己。

They didn't even bother to disguise themselves.

百视达的市场总监本·库珀立刻发现了他们。

Ben Cooper, Blockbuster's marketing director spotted them right away.

欢迎使用百视达在线，里德和巴里。

Welcome to Blockbuster Online, Reed and Barry.

当网站加载出来时，哈斯廷斯和麦卡锡呆呆地盯着哈斯廷斯的笔记本电脑，震惊得说不出话。

When the site came up, Hastings and McCarthy sat staring at Hastings' laptop in utter shock.

他们偷走了它。

They stole it.

他们复制了所有东西。

They copied everything.

麦卡锡的声音因愤怒而提高。

McCarthy's voice was rising in fury.

我们并不是在和百视达竞争。

We aren't competing with Blockbuster.

我们是在和自己竞争。

We're up against ourselves.

哈斯廷斯和他的联合创始人马克·兰多夫花了七年时间，投入数千万美元，进行了数千小时的焦点小组调研，以开发奈飞的数据收集网站。

Hastings and his co founder, Mark Randolph, had spent seven years, tens of millions of dollars, and thousands of hours with focus groups to develop Netflix's data gathering website.

哈斯廷斯还不知道的是，埃万杰利斯特不仅复制了网站，还派出了伪装成奈飞订阅用户的间谍潜入其配送中心。

What Hastings didn't know yet was that Evangelist hadn't just copied the website he had sent spies posing as Netflix subscribers into its distribution centers, too.

百视达团队所拥有的技术远不及奈飞创始团队。

The Blockbuster team didn't have fraction of the technology that the Netflix founding team had.

他们全都才二十多岁，唯一让他们有资格与奈飞竞争的，就是他们坚信自己能做到。

They were all in their twenties and had one thing that qualified them to compete against Netflix at all, the belief they could do it.

阿ntioco在六个月内给了他们两千万美元，让他们打造一个能追上奈飞的网站，而他们做到了。

Antioco gave them $25,000,000 in six months to build a website that could catch Netflix, and they had done it.

他们挺过了长达三年的激烈价格战。

They had survived a grueling three year price war.

他们竭尽全力去追赶奈飞更先进的技术和七年领先优势。

They had struggled to match Netflix's superior technology and seven year head start.

他们曾与百视达自身的门店经理和董事会抗争，并成功阻止了Netflix抢走客户。

They had battled against Blockbuster's own store operators and its board, and they had stopped Netflix from stealing customers.

现在让我们回到那次董事会会议。

Now let's get back to that board meeting.

我们不打算以Netflix开出的价格出售。

We don't want to sell for the price Netflix is offering.

让我们继续坚持当前的做法，确保在线业务持续增长。

Let's just keep doing what we're doing to make sure online grows.

我们目前势头正盛，所以再坚持一段时间。

We have all the momentum, so let's hang on a little longer.

Evangelist讲完后，Icahn从议程上抬起头，装作毫不在意地看向Antioco。

Well, after Evangelist finished, Icahn peered up from the agenda at Antioco, acting purposefully unimpressed.

两年来，他一直试图将Antioco赶下台。

For two years, he had been trying to oust Antioco.

这一最新进展会让他的计划更加困难。

This latest development would make it harder.

如果他逼走安蒂科，就必须支付他高达5400万美元的离职补偿金。

If he forced out Antioco, he'd have to give him his huge $54,000,000 termination package.

下一个议程项目看似例行公事，但其对百视达及家庭娱乐行业的影响将是深远的。

The next agenda item was routine, but its impact on Blockbuster and on the home entertainment world would be profound.

董事会转向批准安蒂科及其管理团队的年度奖金。

The board turned to the approval of annual for Antioco and his executive team.

董事们在没有讨论的情况下批准了每位高管的奖金，直到提到安蒂科的名字。

The directors approved each executive's bonus without discussion until they reached Antioco's name.

艾坎瞥了一眼纸上打印的金额：760万美元。

Icahn glanced at the amount typed on the paper, $7,600,000.

他的脸瞬间因愤怒而变得苍白。

His face went white with rage.

我们绝不可能给你这么多钱。

There is no way we are going to pay you all this money.

你这是什么意思？

What do you mean?

去年你们已经批准过了。

You approved it last year.

你们是薪酬委员会的成员。

You're on the compensation committee.

我没料到会这么多。

I didn't know it was gonna be this big.

那你本该算一算的。

Well, you should have done the math.

这对我们的投资者来说会怎么看？

How is this gonna look to our investors?

三年来股价几乎跌了一半，而你们去年的利润微乎其微。

The stock has lost almost half its value in three years, and you barely posted a profit last year.

你们还觉得自己配得上这样的报酬？

And you think you're entitled to this kind of compensation?

我达成了你们设定的所有目标。

I hit all the targets that you set.

董事会在讨论他的奖金时，命令安蒂科离开房间。

The board ordered Antioco out of the room while it discussed his bonus.

当他回来时，几位董事会成员避开了他的目光。

When he returned, several board members averted their eyes.

艾坎直视着安蒂科。

Icahn looked straight at Antioco.

你只能拿到一半的奖金。

You will get half the bonus.

这就是你能拿到的全部了。

That is all you're going to get.

如果你对此有异议，你就一分钱都拿不到。

And if you dispute this, you get nothing.

咱们走着瞧。

We'll see about that.

安蒂科走出了董事会会议室。

Antioco walked out of the boardroom.

当他回到达拉斯时，桌上放着一张200万美元的支票，远低于他原本承诺的一半奖金。

When he returned to Dallas, there was a check waiting for him on his desk for $2,000,000, far less than the half bonus he'd been promised.

愤怒在他心中升腾，他大步走进首席财务官的办公室，把支票直接怼到对方鼻子前。

As the rage rose in him, he strode into the office of his CFO and thrust the check under his nose.

把这张支票退回去。

Send this back.

告诉他们，我不会接受这笔钱。

Tell them I'm not accepting this.

我宁愿一分钱也不要。

I'd rather take nothing.

Antioco打电话给他的律师，要求就奖金问题进行仲裁。

Antioco called his attorney to demand arbitration over the bonus.

他本愿意作为善意举动，将奖金数额减少一些以回报股东，但他绝不会让Icahn用欺压手段逼他就范。

He would have agreed to cut the amount as a goodwill gesture to his stockholders, but he was damned if he was gonna let Icahn bully him into this.

Icahn一听说这件事，立刻通过电视和全国媒体以最公开的方式展开反击。

As soon as Icahn heard about the ruckus, he went on the offensive in as public a way as possible on television and in the national press.

随着卡尔·伊坎发起进攻，百视达内部的争斗愈演愈烈。

The battle inside Blockbuster heats up as Carl Icahn goes on the offensive.

我从一开始就认为这份合同是不可接受的。

I've said from the start that I found the contract to be unconscionable.

这类合同在美国企业界是个严重问题。

Contracts of this type are a major problem in corporate America.

它削弱了问责制。

It undermines accountability.

这并不是个人恩怨。

It's not a personal thing.

我个人很喜欢约翰·安蒂科，并祝愿他未来一切顺利。

I like John Antioco personally and wish him all the best in the future.

就在争议即将进入仲裁的几天前，安蒂科和他的妻子丽莎正在达拉斯郊外的牧场卧室里看电影。

Only days before the dispute was to go into arbitration, Antioco and his wife, Lisa, were at their ranch outside Dallas watching a movie in their bedroom.

当伊坎给安蒂科打电话时，纽约时间已是午夜。

It was midnight in New York when Icahn called Antioco.

莉莎一听到安蒂科说‘嗨，卡尔’。

As soon as Lisa heard Antioco say, hi, Carl.

她立刻冲向酒柜，给丈夫拿来一瓶龙舌兰酒和一只小酒杯。

She made a beeline to the liquor cabinet to bring her husband a bottle of tequila and a shot glass.

她能看出来，艾坎自己也喝了两杯马提尼，情绪激动，蓄势待发。

She could tell Icahn was lit up with a couple of martinis himself and spoiling for a fight.

你为什么要让公司再卷入一场关于你天价薪酬的争斗？

Why are you dragging company through another fight over your exorbitant compensation package?

你难道不在乎，那些在Blockbuster股价几乎蒸发一半的股东们，会怎么看待你这个双倍奖金吗？

Don't you care how that double bonus looks to shareholders who've lost almost half their value in Blockbuster?

接受更低的奖金吧，我们取消仲裁吧。

Just accept the lower bonus, and let's call off the arbitration.

与以往在这些时刻感受到的肾上腺素不同，安蒂科此刻内心涌起的是一种截然不同的感觉——一种平静与超然。

Instead of the usual adrenaline that Antioco felt at these moments, something different came over him, something closer to calm and detachment.

他意识到，自己已经厌倦了这种偶像崇拜和权力游戏。

He realized he was done with icon and his power plays.

Antioco已经完成了他当初为百视达设定的目标，现在他想离开了。

Antioco had accomplished what he set out to do with Blockbuster, and now he wanted out.

我告诉你吧，卡尔。

I'll tell you what, Carl.

我们来谈谈我的离职补偿吧。

Let's negotiate my severance package.

接下来的一个小时左右，他和Icahn敲定了一套新的薪酬方案。

For the next hour or so, he and Icahn hammered out a new compensation package.

这个方案的金额只有两年前他威胁Icahn时提出的5400万美元的一半。

This one was half the size of the $54,000,000 package he'd threatened Icahn with two years earlier.

但Antioco拿到了他全额760万美元的奖金，并将这笔钱捐给了他最喜欢的慈善机构——美国男孩女孩俱乐部。

But Antioco got his full bonus of 7,600,000, and he donated it to his favorite charity, the Boys and Girls Clubs of America.

据报道称，在卡尔·Icahn与百视达首席执行官约翰·Antioco之间经历了一场激烈较量后，Antioco离职了。

After what was reportedly a fierce battle between Carl Icahn and Blockbuster CEO, John Antioco is out.

Antioco同意留任，直到Icahn和董事会找到百视达的新任首席执行官。

Antioco agreed to stay on until Icahn and the board found a new CEO for Blockbuster.

安蒂科奥无法预料的是，艾坎或许出于怨恨，会引进一个反安蒂科奥的人。

What Antioco could not have anticipated was that Icahn would, perhaps out of spite, bring on the anti Antioco.

艾坎在2007年7月自豪地宣布了新的百视达首席执行官。

Icahn proudly announced the new Blockbuster CEO in July 2007.

他就是吉姆·基斯。

He was Jim Keyes.

他们早年曾在南兰德公司共事，那是7-11便利店的母公司。

He and Antioco had worked together earlier in their careers at the Southland Corporation, parent company of the seven Eleven convenience store chain.

基斯憎恨安蒂科奥。

Keyes hated Antioco.

基斯是个五十多岁、面色红润、体态臃肿的人，性格粗鲁、棱角分明。

Keyes was a ruddy, rotund man in his fifties, brusque in all rough edges.

人们本以为他会延续安蒂科奥的成功策略，但基斯决心彻底抹去前竞争对手的所有痕迹。

It was expected that he would continue Antioco's winning strategy, but Keyes was determined to erase all traces of his former rival.

基斯希望遏制资本流失，这本是合理的主张，问题在于他打算从哪里下手削减。

Keyes wanted to staunch the bleeding of capital, a reasonable proposition, except for where he wanted to make the cut.

他刚搬进位于达拉斯56层的文艺复兴大厦的现代化办公室不久，基斯就召见了Blockbuster在线部门的福音传道者。

Shortly after he moved into his sleek office at the 56 story Renaissance Tower in Dallas, Keyes summoned evangelist from Blockbuster Online.

吉姆·基斯听着福音传道者关于Blockbuster在线业务的提案。

Jim Keys listened as evangelist made his pitch for Blockbuster's online business.

吉姆，我们有三件事必须做。

Jim, there are three things we have to do.

首先，我们必须收购Movie Link，以应对Netflix的新流媒体服务。

First, we gotta buy Movie Link to compete with Netflix's new streaming service.

其次，我有一个计划，可以将我们的运营成本削减1200万美元。

Second, I have a plan to cut $12,000,000 in costs from our operations.

第三，我们有一个全新的全通路营销活动。

And third, we have a new marketing campaign for total access.

福音传道者静静等待。

Evangelist waited.

然后，基斯扔下了一颗炸弹。

Then keys dropped a bomb.

在线业务正在摧毁百视达。

The online business is killing Blockbuster.

你为全面接入项目投入了4.5亿美元的营销费用，早已超支。

You've spent $450,000,000 marketing total access and you're way over budget.

我要取消你的营销预算，让我们专注于实体店。

I'm cutting off your marketing budget so we can focus on the stores.

福音传道者震惊了。

Evangelist was shocked.

凯斯实际上是在建议放弃公司的在线业务。

Keyes was suggesting essentially killing the online part of the business.

这是百视达终于做对的一件事。

The one thing Blockbuster was finally getting right.

违背常理的是，凯斯想回到录像带租赁店的时代。

Defying reason, Keyes wanted to return to the days of video rental stores.

这位前7-Eleven高管提议倒退一切让百视达登顶的举措。

The former seven Eleven exec was proposing rolling back everything that had put Blockbuster on top.

在担任CEO的最后几个月里，安蒂科曾敦促倡导者们更加努力地推广全面服务。

In his last months as CEO, Antioco had urged evangelists to work harder to grow total access.

他们需要五百万名订阅用户才能停止亏损并实现盈亏平衡。

They needed 5,000,000 subscribers to stop the losses and break even.

而他们几乎已经达到了这个目标。

And they were almost there.

削减市场营销和店内DVD更换服务将直接扼杀增长势头。

Cutting marketing and in store DVD swaps would stop growth right in its tracks.

倡导者们试图与基斯讲道理。

Evangelists tried reasoning with keys.

吉姆，你手里握着一个十亿美元的资产。

You've got a billion dollar asset, Jim.

如果你不想经营它，那就把它卖了。

If you don't want to run it, sell it.

谁会愿意接手这个亏钱的项目？

Who is going to want this money losing proposition?

那么，那个六个月前提出每订阅用户出价200美元的加利福尼亚洛斯加托斯的人呢？

Well, how about that guy in Los Gatos, California who offered us $200 a subscriber six months ago?

去跟奈飞的里德·哈斯廷斯谈谈。

Go talk to Reed Hastings in Netflix.

他正在失去订阅用户，而我们正在赢得他们。

He's losing subscribers to us.

也许他会

Maybe he'll

给你每用户300美元。

give you $300 a sub.

基斯驳回了福音派的建议，拒绝再听任何关于出售Blockbuster Online的讨论。

Keyes dismissed Evangelist and refused to listen to any further talk about selling Blockbuster Online.

经过一场激烈的斗争，曾经稳居榜首的百视达如今却不得不听命于奈飞。

After a bruising battle, Blockbuster, which had been solidly on top, now finds itself at the mercy of Netflix.

到年底时，福音派负责的业务流失了近一半的订阅用户，他和大多数团队成员都辞职了。

By the end of the year, Evangelist's part of the business had lost nearly half of its subscribers, and he and most of his team had quit.

那Netflix呢？

And Netflix?

嗯，Netflix又开始增长了。

Well, Netflix had started growing again.

为了遏制营销方面的亏损，基斯反而只是打开了一道动脉。

By seeking to end the bleeding in marketing, Keyes had only succeeded in opening an artery.

最终，这被证明是一场致命的自伤。

Ultimately, it would turn out to be a fatal self inflicted wound.

几个月后，在旧金山的一场晚宴上，这场晚宴由他新公司US Auto Parts Network的董事会成员举办，福音传道者看到对面坐着一张熟悉的面孔——里德·哈斯廷斯。

A few months later, at a dinner party in San Francisco, thrown by board members of his new company, US Auto Parts Network, evangelists saw a familiar face sitting across the table, Reed Hastings.

他们从未见过面，但彼此都清楚对方是谁。

They'd never met, but they knew who each other was.

短暂的尴尬之后，哈斯廷斯率先开口打破了沉默。

And after a moment of awkwardness, Hastings opened the conversation.

你把我们将死了。

You had us in Checkmate.

你知道吗，我们本来愿意为这些订阅用户支付更多钱。

You know, we would have paid more for those subscribers.

我知道，福音传道者懊恼地摇了摇头。

I know, Evangelist shook his head ruefully.

你们提出了更优越的方案。

You had a superior proposition.

那么你认为Keyes还要多久才会把Blockbuster彻底拖垮？

So how long do you think we have until Keyes runs Blockbuster right into the ground?

福音传道者沉思了一会儿。

Evangelist considered this for a moment.

我觉得你们大概还有两年时间。

I'd say you have about two years.

事实上，正是在这次对话三年后，Blockbuster公司于2010年9月23日申请了第11章破产保护。

In fact, it was three years after that conversation that Blockbuster Corporation filed for chapter 11 bankruptcy, 09/23/2010.

在与Blockbuster的较量之后，Hastings学会了在谈论竞争对手时更加谨慎。

After his war with Blockbuster, Hastings learned to be more circumspect when speaking about the competition.

下次，他决心用诡计取代夸夸其谈。

Next time, he resolved to replace bluster with subterfuge.

而如今，他对自己许下的诺言即将接受考验。

And now, that promise to himself was about to be tested.

请在Audible应用或其他您收听播客的平台关注《商业战争》。

Follow Business Wars on the Audible app or wherever you get your podcasts.

您可以通过加入Audible免费收听《商业战争》的所有剧集。

You can listen to all episodes of Business Wars ad free by joining Audible.

哈斯廷斯已经学会不再诋毁他的对手，如今这些对手包括Red Box和有线电视公司。

Hastings had learned not to trash talk his foes, which now included Red Box and the cable companies.

当他有机会上CNBC之类的节目时，他会淡化Netflix在新数字生态系统中的作用，反而大力强调有线电视公司的重要性与持久力，仿佛他真心这么认为。

When he had the chance to go on CNBC or something, he'd downplay Netflix's role in the new digital ecosystem and talk up the importance and staying power of cable companies like he meant it.

归根结底，像我们这样的在线服务，不过是浩瀚观影海洋中的一滴水。

At the end of the day, online services like ours are just drops of water in an ocean of viewing.

看看有线电视吧。

Take cable.

我们与有线电视是互补关系。

We're complimentary to cable.

在不远的将来，影视工作室和电视网络将成为我们最大的客户。

In the not too distant future, the studios, the TV networks, we'll be their biggest customers.

所以大家都赢了。

So everybody wins.

你能看出哈斯廷斯在打什么算盘，对吧？

You can tell what Hastings is up to, right?

哈斯廷斯想通过让有线电视公司以为他们能从奈飞那里赚取大量授权费来让他们放松警惕——因为奈飞正在播放成千上万部有线电视的付费电影和电视剧。

Hastings wanted to lure cable companies into complacency by getting them to think about all those licensing fees they would earn from Netflix, which was streaming thousands of cable's premium movies and TV shows.

杰夫·布卡斯是时代华纳的董事长兼首席执行官。

Jeff Bucas was chairman and CEO of Time Warner.

媒体巨头？

Media giant?

当然。

Definitely.

然而，布卡斯看着奈飞，他看到了什么？

Still, Bucas looks at Netflix, and what does he see?

对时代华纳来说是一笔好交易。

A good deal for Time Warner.

我的意思是，什么？

I mean, what?

一个在线视频业务怎么可能伤害到时代华纳这样的大型网络和媒体巨头？

How could an online video business hurt the big networks, the media giants like Time Warner?

哦，得了吧，正如布卡斯所说。

Oh, come on, as Bucas put it.

这就像在问，阿尔巴尼亚军队会征服世界吗？

It's a little bit like, is the Albanian army gonna take over the world?

我不这么认为。

I don't think so.

但观众已经习惯了在他们想看的时候、想看多久就看多久的内容。

But viewers got used to watching what they wanted, when they wanted, for as long as they wanted.

制片厂高管们并不知道，好莱坞早已陷入火海，而他们却连一丝烟味都没察觉。

Studio executives didn't know it, but Hollywood was already on fire, and they hadn't even noticed the smoke.

但在挑战好莱坞巨头之前，奈飞首先得击败百视达。

But before taking on the Hollywood gods, Netflix would first have to slay Blockbuster.

下一期《商业战争》中，传道者们将殊死搏斗，包括企业间谍活动。

On the next episode of Business Wars, evangelists fight to the end, including corporate espionage.

我们获得了奈飞的订阅用户。

We got Netflix subscribers.

对吧？

Right?

把他们送到那些配送中心去。

Let's get them down to those distribution centers.

让他们带上一个奈飞的信封之类的，假装是去还DVD。

Tell them to bring along a Netflix envelope or something and pretend to be returning a DVD.

我不在乎。

I don't care.

我们需要了解他们是如何组织库存的，以及这些仓库内部的照片。

We need information about how they're organizing their inventory, pictures of the insides of those warehouses.

希望你们喜欢这一期的《商业战争》。

I hope you enjoyed this episode of Business Wars.

我是你们的主持人，大卫·布朗。

I'm your host, David Brown.

《奈飞》一书的作者吉娜·基廷撰写了这个故事。

Gina Keating, author of the book Netflix, wrote this story.

凯伦·洛是我们高级制作人和编辑，音效由杰夫·史密斯设计。

Karen Lowe is our senior producer and editor, sound designed by Jeff Smith.

我们的执行制片人是亨兰·洛佩兹和本·阿代尔，来自Wundering。

Our executive producers are Hernan Lopez and Ben Adair for Wundering.