Microsoft
微软公司

"We were smoked." That was the blunt email sent to four colleagues by Jim Allchin, the Microsoft executive in charge of Windows development,
“我们被干掉了。”这是微软公司负责Windows系统开发的主管吉姆·阿尔钦发给4个同事的一封直言不讳的邮件，
at 5 p.m. the day he saw the iTunes Store.
发件时间是下午5点钟，吉姆刚刚看完iTunes商店的发布会。
It had only one other line: "How did they get the music companies to go along?"
整封邮件只有两句话，除了上面的这句，还有一句：“他们是怎么把音乐公司给拉进来的？
Later that evening a reply came from David Cole, who was running Microsoft's online business group.
那天晚上，负责运营微软在线业务的戴维·科尔回信了：
"When Apple brings this to Windows (I assume they won't make the mistake of not bringing it to Windows), we will really be smoked."
“一旦苹果把iTunes引入Windows系统（我觉得他们不会愚蠢到不进军Windows），那我们才是真的有麻烦了。”

He said that the Windows team needed "to bring this kind of solution to market,"
他说，Windows团队需要“把这种解决方案推向市场”。
adding, "That will require focus and goal alignment around an end-to-end service
他还补充道；“我们的关注点和目标要集中在端到端服务上，
which delivers direct user value, something we don't have today."
传递用户价值，这是我们现在还没能做到的。”
Even though Microsoft had its own Internet service (MSN),
即使微软有自己的网络服务，
it was not used to providing end-to-end service the way Apple was.
但它并没有像苹果那样提供“端到端的服务”。