LGR Tech Tales - How Dell Dominated PCs LGR English Japanese

LGR Tech Tales - How Dell Dominated PCsYouTube↗ IA↗(long shot)
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In 1984, IBM was the undisputed king of personal computers in the USA,

1984年人々はアメリカ最大手IBMのパーソナルコンピューター(PC)または

with everyone scrambling to catch up to or clone their PC.

そのクローンを手に入れようと躍起になっていた

But there was one nineteen-year-old guy who started a business out of his dorm room,

そこに寮部屋からビジネスを始めた19歳のある青年が

capitalizing on the success of IBM while trying a more direct business model.

IBMの成功に学びより直接的なビジネスモデルに挑戦していた

A few years later, his company was worth $30 million,

数年後彼の会社は時価総額3000万ドルとなり

and by 1999, they were the number one PC manufacturer in the world.

1999年には世界一のPC製造メーカーとなった

一体何があったのか？

This is LGR Tech Tales, where we take a look

LGRテックテイルズ

at noteworthy stories of technological inspiration, failure, and everything in between.

テクノロジーの進歩そして失敗それらにまつわるストーリーを見ていこう

This episode tells the tale of Dell,

今回のエピソードではデルがいかにして寮部屋から

and how they went from a dorm room project to ruling to the personal computer landscape.

コンピューター業界を席巻するまでに至ったのかを見ていきたい

Michael Dell was born in 1965 in Houston, Texas,

マイケル・デルは1965年にテキサス州ヒューストンで生まれ

and was fascinated by technology and business from a young age.

幼いころからテクノロジーとビジネスに魅せられていた

From buying his first calculator at age 7 and taking apart Apple II computers as a teen,

7歳の時に初めて計算機に触れ 10代の時にはApple IIを分解

to selling newspapers subscriptions in high school,

高校では人口統計の分析から地元の新婚家庭や

earning $1800 one year by making targeted cold calls by analyzing demographics found in local marriage and mortgage applications.

転居者にターゲットを絞った新聞の購読勧誘電話で 1年に1800ドルの収益を得た

Michael started attending the University of Texas at Austin as a pre-med student,

大学に入り医学予科生としてスタートしたマイケルだが

but his sense for business was still thriving.

彼の商売感はまだまだ成長していた

He'd already been running a small business selling PC upgrades, and he continued to do so out of his dorm,

この時既にPCのアップグレードを請け負うビジネスをしており

Room 2713 in Dobie Hall.

学生寮であるドビーホールの 2713番部屋に移ってからも続いた

This was 1984, and at the time if you wanted a new computer,

時は1984年この頃は消費者が小売店に赴き

you'd typically have to go to a retail store and choose from whatever models of computer they offered.

既に用意されたPCモデルを購入するというスタイルが一般的だった

And if you wanted to customize it with a new hard drive or more RAM,

そしてハードドライブやメモリの増設を行いたい場合は

You would do so after you'd already bought the thing.

まずそのPCを購入する必要があった

Mr. Dell saw this as a business opportunity.

ミスターデルはここに商機を見出す

So, he would buy cheap PCs, upgrade them,

まず値段の安いPCを購入しそれをアップグレード

and then sell them directly to consumers at 10-15% lower cost

そして仲介者を通すことなく直接消費者に販売することで

by cutting out the middleman at retail entirely.

10%から15%のコスト削減を実現した

By spring of his freshman year, he was bringing in $80,000 a month

1年生の春には月8万ドルを売り上げこれを機に退学を決意

and decided to quit school and incorporate his company under the name "PC's Limited."

自身の会社である「PC's Limited (ピーシーズリミテッド)」を起業

They weren't the only business to sell directly to end users at the time,

消費者に直接販売するだけでなく

but they were the first such company to place all the pieces together

各パーツのカスタマイズを消費者が行えるようにすることで

in exactly the right way for maximum profits and growth.

最大限の利益を得ることができた

One key aspect was their "Just In Time" supply system,

鍵となったのは「Just In Time (ジャストインタイム)」という供給システム

where they only purchased parts as they needed them instead of keeping warehouses of unsold inventory at all times.

必要なパーツを必要な時に必要な数だけ仕入れることで在庫を保有せずに済んだ

They were also one of the first computer companies to rely almost entirely on telephone ordering,

販売のほぼ全てを電話による注文に任せた初めての会社の一つであり

as well as offering the first toll-free technical support line for customers in 1986.

またカスタマーサポートにフリーダイアルを起用した初めての会社でもあった

It wasn't long before PC's Limited expanded from a regional level to a national level,

新聞や雑誌に広告を出すことで PC's Limitedが地域レベルの会社から

advertising in newspapers and magazines around the country.

全国レベルになるのにそう時間はかからなかった

During this time, they also started building computers of their own design, instead of only upgrading existing machines or using generic cases.

この時期から既存のPCや中古品を使用しない社独自のコンピューターの開発を開始

The first one was the PC's Limited Turbo PC, an IBM PC/AT compatible machine

記念すべき第一号機はPC's Limited Turbo PCと名付けられたPC/AT互換機で

that not only cost a third of the price of IBM's, but outperformed its competitors as well.

IBM製PCの3分の1の値段に加え性能も他社製品を凌いでいた

Reviewers raved, business was booming, and the company expanded rapidly in 1988,

レビュアーはこれを絶賛商売は繁盛し驚異的な速さで会社は成長

culminating in a $30 million initial public stock offering

1988年に全盛を極め 3000万ドルの新規株式公開

and a name change to "Dell Computer Corporation."

社名を「Dell Computer Corporation (デルコンピューターコーポレーション)」と変更した

The next few years saw Dell expanding internationally,

その後ヨーロッパ　オーストラリア　南アメリカアジアといった国々と

with manufacturing in partnerships in Europe, Australia, South America, Asia, and beyond.

パートナーシップを結び国際展開していった

What's interesting is that up to this point, Dell never truly targeted the home computer user.

ここで注目すべきなのはデルが一般家庭をターゲットにしなかったことである

Their focus was on businesses, schools, and government agencies,

ターゲットとしていたのはビジネスや教育政府関係と

as well as computer enthusiasts who already knew exactly what they wanted in a PC.

一部のコンピューターマニアであった

In the US, they only held 1% of the home computer market,

アメリカの一般家庭向けPC市場はコンパックやパッカードベル等の独占状態で

with companies like Compaq and Packard Bell completely dominating the space.

デルのシェアはわずか1%

Of course, those companies all sold computers in stores,

それもそのはずそういった会社は店頭販売を行っていたからだ

and Dell decided to follow suit in 1993, taking a risk by leaving behind their tried-and-true direct sales method.

1993年デルは先駆者によって確立されたこの市場をリスクを覚悟の上で追従

And they started selling their computers in big box retail chains like Wal-Mart and Sam's Club.

ウォルマートとサムズクラブでコンピューターの販売を開始した

It turns out, this was a huge mistake.

しかしこれが大きな失敗だった

Compaq was simply the most well-known and respected brand of the time,

この時期コンパックはもっとも知名度と信頼度の高い会社だった

and Packard Bell hugely undercut even Dell in terms of pricing.

そしてパッカードベルはデルよりも低価格な製品を販売していた

They left the reseller space in 1994, and again began focusing on businesses.

結果わずか1年で撤退再び元のビジネスへ集中することとなった

But something happened in the mid-90s that absolutely changed the way Dell could operate,

しかし 90年代半ばデルのビジネスモデルはそのままに

while still keeping their direct sales model intact.

その経営を完全に変えてしまう事柄が起こった

This was the Internet, the World Wide Web,

それはインターネットワールドワイドウェブ

and the rise of the website and ordering things online.

そしてウェブサイトにより可能となったオンライン販売の登場である

This was exactly what Dell needed to crack the home marketplace,

1996年 Dell.comにてオンライン販売を開始

and in 1996 they started selling computers directly to customers online through Dell.com.

これこそデルが家庭向け市場を切り開くのに必要としていた物だった

With Dell's lower costs and pioneering online order system,

デルの低価格とオンライン販売システムの開拓により

they became a leader in customized personal computers ordered through the Internet.

BTO （ビルド・トゥ・オーダー）方式のリーダー的存在となった

In fact, they were so successful that by the time 1999 rolled around, they'd surpassed Compaq, Packard Bell, Gateway,

1999年になる頃にはコンパックパッカードベルゲートウェイ等を超え

and everyone else to become the number one manufacturer of PCs.

PC製造メーカーのトップとなっていた

Not only that, but thanks to a huge marketing campaign,

それはインターネットのおかげというだけでなく多大なマーケティング戦略と

Dell became somewhat of a symbol of coolness

2000年代初期の[Dude, You're Getting a Dell!] (デルが手に入るぜ!)

thanks to the "Dude, You're Getting a Dell!" advertisements of the early 2000s.

といった広告戦略によりデルは「イカした」シンボルとなった

"Dude, you're gettin' a Dell!"

「デルが手に入るぜ!」

"Easy to buy, easy to own, easy as Dell."

”買うも簡単使うも簡単デルの如く”

But it wasn't long before that sweeping success peaked.

しかしこの快進撃もそう長くは続かなかった

Around 2002, the PC market was changing, and sales were slowing down everywhere.

2002年頃になるとPC市場に変化が訪れ売り上げは徐々に低迷

So, Dell went back to their business relationships and investing in the server and storage markets.

デルは元のビジネスへ回帰しサーバーとストレージ市場へ投資を行った

Then, in 2004, Michael Dell stepped down as CEO

そして2004年マイケル・デルはCEOの座を退くこととなった

and started doing a bunch of rich person stuff -

その後潤沢な資金を基に様々な活動を開始

things like starting the Michael & Susan Dell Foundation,

マイケル&スーザンデルファンデーションの設立を始め

investing in medical centers and research institutes, and other philanthropic odds-and-ends.

医療センターや研究機関のほか慈善活動等に投資した

And then the recession of 2008 hit the company pretty hard,

その後デルは2008年のリセッション(景気後退期)で大きな打撃を受けた上に

and it just so happened to be at the same time that mobile devices were really taking off.

リスクを避ける社の方針から R&D（研究開発）とInnovation（技術革新）を怠り

From MP3 players to smartphones to tablet computing,

同時期に起きていたモバイル製品の普及

Dell missed out on pretty much all of it, choosing not to risk money on R&D and innovation.

MP3プレイヤーの流行からスマートフォンへの移り変わりといった商機全てを逃していた

And sure, they eventually sold their own mobile devices,

結局デルはこのブームを追従

but they were largely made by other companies and weren't very memorable.

独自のデバイスを販売するも記憶に残るほどの製品は無かった

Combine this with the increasingly poor customer service

それに加え低品質な製品と高まるカスタマーサービスへの不満が

and shoddy product quality resulting in bad press at the time, and Dell just sort of coasted in neutral for a while.

デルの評価を落とす結果となりしばらくの間停滞することになった

Along the way, though, they snatched up a bunch of companies like Alienware, Perot Systems, and Wyse Technology,

その間にデルはエイリアンウェアペローシステムズやワイズテクノロジーといった様々な企業を買収

and thus continued to stay profitable but with relatively little growth other than acquisitions.

それにより黒字であったもののその他は小さな成長にとどまった

Finally, in 2013, Michael Dell reentered the picture

来る2013年マイケル・デルは表舞台へ再登場し

and through out a leveraged buyout ended up buying the entire company back,

レバレッジドバイアウトによってデルを買収

removing them from the stock exchange and making Dell a private company once again.

株式を非公開にし再びデルを自身の物にした

Now, where exactly they're going from here isn't set in stone,

これから先彼らはどこへ向かうのかそれはまだ決まっていないが

but it seems that they're quite content to be an IT solutions company nowadays,

今日ではニッチなデバイスの販売と

as well as selling whatever niche devices they choose.

ＩＴソリューションの会社という地位に甘んじているようだ

They've long been surpassed in PC sales by the likes of HP and Lenovo,

独自PCの販売を依然継続しているものの

but Dell still makes their own PCs, which is more than can be said for most of its rivals from back in the day.

過去にはライバルと言われたHPやレノボといったメーカーに長い間デルは遅れをとっている

Some only think of Dell as a company that made boring PCs,

一部の人はデルをつまならないPC製造メーカー程度にしか思っていないだろう

but they can also be seen as an inspirational success story,

しかし一人の青年のアイデアが歴史に類を見ない繁栄へと会社を導いた

where one guy can take a good idea to the point of record-setting prosperity.

そんな心揺さぶられるサクセスストーリーでもあった

Either way, Dell has earned its spot in computer history.

どちらにせよデルはコンピューター史上に名を遺したのだ

And if you enjoyed this episode of Tech Tales, then why not check out some of my previous ones,

もしこのエピソードを楽しんでいただけたなら

as well as those that are arriving in the future as I can get around to making them.

前回のエピソードやこれからの動画もチェックしてみてください

There are also new videos every Monday and Friday regardless here on LGR,

毎週月曜日と金曜日にも新しい動画をアップロードするので

so subscribing is beneficial if you would like to be notified when those are around.

チャンネル登録して頂けたら新着情報を得ることが出来て便利だと思います

You can also do the Twitter and Facebook and Patreon things if you would like to support the show further

ツイッターやフェイスブックペイトリオンでもレトロなコンピューター等についての雑談や

and just talk about old computers and stuff.

動画のサポートも可能です

And as always, thank you very much for watching.

ご視聴ありがとうございました

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