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Extendance: So in online marketing... search engine optimization, do you do any of that?
Extendance:关于网络营销方面，你有做过关于搜索引擎优化方面的事情吗？
Eugene: I think there are people who do this, but I don’t know it. I don’t know all the details. I don’t think people type “antivirus “ on Google when they want to buy an antivirus. People know which product to buy, or they call experts.
尤金:我知道有些人有做过搜索引擎优化，但是我不了解这方面的东西，我也 不清楚具体的细节。我不认为人们会在他们想要买反病毒软件的时候仅仅是在 Google上面输人“反病毒“几个字就够了。人们应该知道买什么样的产品,或者他们会咨询专家。
Extendance:so that’s where the education comes in…
Exlendance:那也是之所以需要教育的原因。
Eugene: Exactly, yes. Also, they ask kids these days. I heard many stories from journalists or from our partners or distributors, people that have business with us, that people say “We used your product because my granddaughter told me about it”.
尤金:的确是这样的。其实他们也询问小孩。我从一些新闻工作者那里、从我们 的合作伙伴那里或者是从我们的经销商那里听说了很多这样的例子，那些跟我们 做生意的人常说我使用你们的产品是因为听我的孙女谈起过你们的产品”。
“The task is how to get the communities, how to build the communities. That， s not easy because the people in the communities are not slaves, they are free people. If you don’t like that, then forget about it.
“其任务是如何获得社区，如何建立社区。这并不是一件简单的事情，因为社区 里的人并不是奴隶,他们是自由人。如果你不喜欢,那么把它抛在脑后。”
Extendance: Which online marketing activities will you be more interested in doing in the future? I think you’ve probably already answered this!
Extendance:你将来会对哪些网络营销活动感兴趣？（我想你可能已经回答过这 个问题了 )。
Eugene: Yes, communities. The thing is, the task is how to get the communities, how to build the communities. That’s not easy because the people in the communities are not slaves, they are free people. If you don’t like that, then forget about it.
尤金:是的，是社区。关键在于如何去获得社区，如何去建立社区。这并不是一 件简单的事情，因为社区里的人并不是奴隶，他们是自由人。如果你不喜欢,那么把 它抛在脑后。
Extendance: Have you got any examples of very successful marketing tools, marketing campaigns you started from the beginning without knowing before hand whether they would be successful or not?
Extendance:你有过什么非常成功的营销手段的例子吗？那些在一开始的时候 并不会事先知道它们能否成功的例子。
Eugene: The best marketing tool, which really accelerated sales, was a special technology which we used to control the piracy level. So we have a list of the activation codes and a list of key files — we don’t sell products, we sell subscriptions3, because we provide updates to technology: 1, 2, 3 are all technology, and the technology is developing updates. It’s like petrol in your car. An antivirus without updates is nothing. We could see that millions of people were using the same key file. And we put this key file on a black list, so when your key file is on a blacklist you can’t get updates any more. The product still works. Our sales jumped 3 to 4 times in Russia, in Germany, in the UK, in the USA and in France: that was a surprise. When we block the key, some people will switch to another product, some will find another pirated version and many people will switch to the legal version. That was a “DOS attack” on our activation service — the head of operations in America called up the VP marketingin America and said, “What did you do?” The company strategy is that piracy is not a question of mind, piracy is a question of the wallet. And actually this is one of the reasons that we are building a business very effectively, although now we are predicting that the speed of our growth would be a bit less than 100%, because people are switching to pirated versions. At the same time, we have special antipiracy protection in our products, and that means about 10 things that they have to do to make the pirated version work... So if it’s more expensive to buy the legal version you will do that. It depends if your time costs more. It’s a kind of balance.
尤金：那些能够促进销售量的最好的营销手段是我们用以控制盗版水平的技 术。我们拥有一系列的激活码和一系列的密匙文件。我们卖的不是产品而是使用 权，因为我们提供技术更新。1、2、3都是技术，而这个技术就是指更新。就像是汽车 里的汽油。一个没有更新的反病毒程序是没有用的。当我们看到数以百万计的人在 使用同一个密钥文件，我们就会把这个密钥文件放到黑名单里去,然后你将再也得 不到任何更新。但是产品仍然是可以工作的。在俄罗斯、在德国、在英国、在美国和 法国，我们的销售量成倍的增长，这是一个惊喜。当我们阻断一个密钥的时候，有些 人会转而使用其他的产品，有些人会去寻找另外的盗版版本，但更多的人会转而使 用正版。那就是我们激活服务的一个“阻断服务攻击”，在美国的运营负责人打电话 给美国的营销副总裁说你都做了什么？ ”公司的战略是:盗版并不是思想的问题， 而是钱包的问题。而事实上这也是我们能够高效建立业务的一个原因，即使现在我 们预测我们的增长将低于100%，由于人们在转而使用盗版。同时，我们的产品都拥 有一套特殊的防盗版保护系统’这也就意味着他们必须得做大约10件事情才能使 盗版生效。所以如果买正版比这个过程所花费的要更加昂贵的话，你可能会去这么 做。这更取决于你的时间成本。这是一种平衡。
Extendance: Is there anything that the U.S. and Europe can learn from each other to improve their marketing approach?
Extendance:有什么是美国和欧洲可以相互学习以此来改进他们的营销方式的 地方吗？
Eugene: Good question. It’s not a question about Europe and the United States. I think it’s a question of Europe, the States, and Asia. We can learn from different markets, we can learn different things. What Americans can learn from Europe is European service, because in the United States in some cases it’s not as comfortable as in the same situation in Europe. Like in Texas, in a five -star hotel I go to the restaurant and there is a menu. On the left side is hamburgers, meat, chicken, fish, vegetarian. On the right side, hamburgers, sandwiches, meat, fish, chicken, vegetarian. Drinks: Coca-Cola, Coca-Cola light. I can’t remember which airline it was, I was sitting in first class in seat A1_ Facing the toilet. Americans don’t have the same feel as the Europeans, the British are somewhere in between. What we can learn from Oriental countries is a higher level of service. In Japan, everything is done in such a way that you want to be Japanese! What European countries can learn from the United States is global expansion, not to be afraid of global expansion, not to be afraid of having offices around the globe, not to spend on the domestic4 market only but to spread, not to be afraid to invest a lot of money into the business — actually investment is not the right word nowadays.
尤金:这个问题问得很好。我认为这不只是关于欧洲和美国，而是关于欧洲、美 国和亚洲。我们能够从不同的市场学到不同的东西。美国人能从欧洲学习的地方是 欧洲的服务,因为在美国有些情况下并不如欧洲同样的条件来得舒服。像是有一次 在德克萨斯的一家五星级酒店我去餐厅吃饭，菜单的左侧是汉堡包、猪肉、鸡肉、鱼 和蔬菜。右侧是汉堡包、三明治、猪肉、鱼、鸡肉和蔬菜。饮料是可口可乐和健怡可 乐。另一次是(我记不起是哪个航空公司了饿坐头等舱在A1的座位,结果是对着厕 所的。美国人没有像欧洲人那样的感觉，而英国人处于当中。我们能从东方国家学 习到的是更加高等级的服务。在日本，所有的事情都是以这种方式完成的。欧洲国 家能从美国学习的地方是全球性的扩张。不用畏惧全球性扩张，不用畏惧在世界各 地都有办事处，不要仅仅是在国内市场投资而不做扩张，不要惧怕投入大量资金在 业务上,事实上投资今天并不是一个好词。
I think the different countries, different cultures can learn a lot from each other and their colleagues around the globe.
我认为不同的国家、不同的文化可以从对方那里，以及从世界各地的同事们那 里学习很多东西。
