評論
打印
Extendance: When did the company start?
Extendance:公司是什么時候成立的？
Eugene: Officially in June 1997，but I had been working on this as a hobby since 1989. In 1991，I got a job at a Russian IT company; well actually that was not the Soviet Union any more in 91 there were some private companies already (in the Soviet Union there were no private businesses at all). There were the first private companies, and an IT company managed by my former teacher. He knew me, believed in me and let me work with computer viruses. That was my hobby, there was a bit of money, and at that time in Russia a hundred US dollars salary a month was good money, so I survived!
尤金:公司正式成立是在1997年,但是我從1989年起就已經把其當作興趣來發展了。我于1991年得到一份俄羅斯IT公司的工作，那個時候實際上已經不是蘇聯 了:在1991年已經有一些私有公司存在(在蘇聯時期是沒有任何私有公司存在的)。 那是第一批私有公司，其中的一家IT公司是由我以前的老師管理的。他認識并且相 信我’他讓我做計算機病毒相關的工作。那是我的興趣，錢雖然很少，但是那時在俄 羅斯100美金一個月的薪水已經算是很富裕的了。所以我存活了下來！
Slowly it became a business. I developed it step-by-step. I got people one by one, building this team where all of them in the beginning were just software engineers. I made these guys pay more attention to the quality of the protection, to the quality of the engine, to the quality of the product. And in 94 we got the first awards — actually that was the first anti -virus tests in Hamburg University, the first anti-virus tests in the world, and in these tests we came first. So we started to get requests from European companies from individuals, from small companies, because who was going to work with an unknown Russian software security company, in 94?
漸漸的這成為了一項生意。我逐步的開發，一個一個的招人,由起初僅由軟件 工程師們組成繼而建立起了整支團隊。我讓我的團隊成員更多注意的安全、引擎和 產品的質量。1994年我們獲得了第一個獎項，實際上這是漢堡大學的第一個反病毒 測試獎項，也是世界上的第一個反病毒測試獎項，在這些測試中我們獲得了第一 名。誰會在1994年和一個不知名的俄羅斯軟件安全公司做生意?所以我們一開始就 從歐洲的公司、從個人、從小型公司接訂單。
Extendance: Obviously, Kaspersky is a Russian company. In retrospect1 would you say that it was more difficult or easier to be a Russian company?
Extendance:很明顯,卡巴斯基是一個俄羅斯公司。回想起來你覺得作為一個俄 羅斯公司相對其他公司的經營是更加容易還是更加困難呢？
Eugene: Yes and no. In the past there was also that perception that Russian companies were not trustworthy. The question was not direct (but it was) “They are an IT security company from Russia! ?” Now it’s different: there are no more questions of trust. It，s the opposite — Russia is respected as a country with very well educated software engineers, so now it works in different ways. But what was more difficult is that we didn’t have the experience, we didn’t have teachers. We had to learn it by ourselves. Actually, we were the first generation of IT businessmen, the first generation of people who started international businesses, and still in Russia many people have the Iron Curtain in their minds because they were born in the Soviet Union, so we are the exception. People of my age, they have this. So that was a very negative impact of our Russian origin. But I think there are more positive impacts. First of all, being Russian, we are partly European and partly Asian 一 so is Russia Eastern Europe orWestern Asia? I think that it’s easier for us to understand both West and East. And also there are not two Russians. It’s a much younger society than Germany or Britain. English, Scottish, Welsh, they do not mix. We have an employee from Cambridge. She was 30 years old, she went to London to an exhibition center. She had never been there before starting the job! That was her first time in London. So the positive thing is that it’s easier to us to understand others. We can feel the differences. And the most positive thing is that Russia has a very strong technical education system. So we have direct access to Russian brains!
尤金:兩者都有吧。過去的看法是俄羅斯公司不可靠。經常會有這樣的問題出 現:“他們是一家來自俄羅斯的U安全的公司？ ”現在情況巳有所不同：巳經不存在 信任的問題了。剛好相反，俄羅斯被認為是擁有諸多受過良好教育的軟件工程師的 國家，所以現在情況很不一樣。但是相對困難的是我們并沒有許多經驗,我們也沒 有老師，我們必須得自己學習。實際上我們是第一代n商務人士,是第一代開始進 行國際商務的人。在俄羅斯仍然有許多像我一樣年紀的人的心里有著一道坎，因為 他們出生在蘇聯時期，而我們是個例外。因此這對于有著俄羅斯血統的我們有著非 常負面的影響。但是我覺得正面的影響是更多的。首先作為俄羅斯人,我們一部分 是歐洲人，一部分是亞洲人。我覺得我們更加容易理解西方和東方，我們是一個比 德國或者英國都要年輕許多的國家。比如說英國，英格蘭人、蘇格蘭人和威爾士人 他們并沒有融合。我們有一位從劍橋回來的雇員，30歲,她去了倫敦一個展覽中心 工作。她在開始工作之前從來沒有去過那里。那是她在倫敦的第一份工作.因此正面積極的事情是我們更容易去理解別人，我們能感覺到其間的差別。最為正面積極 的事情是俄羅斯擁有一個非常強大的科教系統，而我們有更多的機會可以使用俄 羅斯的人才！
Extendance: Educational public relations?
Extendance:教育公共關系？
Eugene: Yes really we educate people, we explain what’s bad, what’s good, what to do, what not to do. And actually I think that’s our major part of marketing. Actually, we also have the traditional marketing, we have advertising, but it’s not so important. I think that much more important is to educate people and by education we just build the brand. We build the respect for the brand, we make people trust the brand.
尤金:確實是我們在教育人們，我們解釋哪些是壞的，哪些是好的，哪些不要去 做。事實上我覺得那是我們市場營銷當中最主要的部分。我們也有傳統營銷，我們 有廣告，但是并不是非常重要。我覺得更重要的是教育人們，通過教育我們建立品 牌，建立對品牌的尊重，我們使得人們相信這個品牌。
When you are talking about security, people don’t buy products, they buy trust. If you don’t trust a security product, why would you buy it? So 1 think that’s the key in marketing. That’s where we are different to others.
當你在談論安全的時候，人們并不是在購買商品,他們購買的是信任。如果你 不并相信一個安全產品，你為什么會去買它？所以我覺得那才是市場營銷的核心。 那也是我們與其他人不同的地方。
When we were starting up, many of our partners (not all of course but some) cheated us; that’s reality. But we agreed to that, because that was a kind of promotion. Let them not report 100% of sales, that’s okay, they promote us. Because we didn’t have any money at all. And later, when we got some muscles, we started to develop our annual presence at CeBit in Germany starting from 96. It was a very small booth, now it’s like 500 square meters. Actually, that was quite interesting, because at that time we didn’t have money so we followed the optimal way in terms of money because we had nothing to spend, but at the same time that was the optimal2 business way because we didn’t waste our money on the traditional activities, we did it differently, we understood the psychology of the malware creators, we understood what they were doing, we were able — still are able — to predict what’s next, and we were spreading this news.
當我們剛剛起步的時候，有很多合作伙伴欺詐我們，那是現實。而我們接受那 樣的做法，因為那對我們也是一種促進。他們不匯報100%的銷售,沒關系，這樣反 而促進了我們。然后呢，當我們擁有了一些力量,我們從96年開始在德國CeBitde年 度展會上嶄露頭角。一開始只有很小的一塊地方，而現在已經擁有500^方米的場 地了。事實上，有趣的是那個時候我們并沒有錢，我們使用最優化的方案因為我們 沒有可以花費的東西。但同時那又是最優秀的商業方案，因為我們沒有浪費錢在傳 統的活動上。我們采取的方法有所不同,我們理解惡意軟件開發者的心理，了解他 們正在做的和他們所能做的，并能夠預見他們下一步要做什么，而且我們傳播這些 信息。
Extendance: What is the division between online marketing versus traditional marketing in spending?
Extendance:網絡營銷方式與傳統營銷方式應成怎樣的比例較合適？
Eugene: In the future it will be 10% traditional, 90% online, and in online, it will be 10% traditional online and 90% the new generation online, communities, because the real difference (from) traditional marketing is you can talk to the wall, but the wall doesn’t talk; but online in the future people will exchange their information, exchange their opinions, especially the younger ones who were born in the Internet era. We，re the old guys, we’re the dinosaurs, we still remember how we were living without the internet, without mobile phones without smartphones.
尤金.將來的趨勢是10%的傳統方式，90%的網絡方式;在這90%的網絡方式中 又有10%的傳統網絡模式和90%的新一代的網絡社區模式。因為真正的差別在于傳 統營銷就像是你對著墻壁說話,但是墻壁不會反駁一樣。而通過網絡的方式,將來 人們可以交換他們各自的信息，交換彼此的意見，尤其是出生于因特網時代的年輕 人。我們已經是老家伙，已經是恐龍了。我依然記得我們在沒有因特網，沒有移動電 話，沒有智能手機的情況下是如何生活的。
