There’s a certain allure to being a household name, so you almost can’t blame XXX CEO XXX for trying to push his company into consumer markets. But that allure is ultimately superficial. XXX’s core products are routers and networking equipment. Those businesses might be dull, but that’s where XXX has thrived. On the consumer front, it has flopped.

成为家喻户晓的品牌的确是一种诱惑。因此，XXX首席执行官XXX率领公司进军消费者市场的策略无可厚非。但从根本上来说，这种诱惑只是一种表象。XXX的核心产品是路由器与网络设备。或许这些业务并不光鲜亮丽，但它们却是XXX发展的根本所在。而在消费者领域，XXX的表现并不理想。

XXX’s core business enjoys much better profit margins, but those margins could be narrowing. Competitors like Juniper Networks And Aruba Networks are putting pressure on prices. XXX has thus far been able to resist lowering prices, but it’s not clear how long XXX and co. can hold out. Meanwhile, other competitors, large and small, are entering the market. Even as XXX takes on Hewlett-Packard in the server business, HP is investing big in networking equipment.

XXX的核心业务拥有更大的利润空间，但目前正被压缩。瞻博网络（Juniper Networks）与Aruba网络（Aruba Networks）等竞争对手不断压低价格，使XXX面临很大压力。截止到目前，尽管XXX尚能承受降价带来的压力，但XXX和他的公司能够坚持多久，前景并不明朗。同时，其他大大小小的竞争对手正在进入该市场。惠普（Hewlett-Packard）便是其中之一。它一方面与XXX在服务器业务领域展开激烈竞争，同时还在不断加大对网络设备的投入。

In a note last week, Citigroup analyst John Slack wrote that, “XXX needs to choose between protecting share or preserving margins. It simply can’t do both.” The reality might be less zero-sum than that, but it’s true that XXX won’t be able to fend off competitors forever and keep its market share.

花旗集团（Citigroup）分析师约翰•斯拉克在上周的一份报告中表示：“XXX需要在保住市场份额与保持利润率之间做出选择。它不可能两者兼得。”这虽然不是一种零和游戏，但XXX无法做到永远阻止竞争对手并保住现有市场份额，这一点毋庸置疑。

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