One of the things you're going to observe about

你们必须注意到一点
almost every new product as it enters the market,

所有的新产品即使是自认为
even if it thinks of itself as a new product

很新的产品在进入市场之初
it has existing competitors.

它都会有竞争对手
Many of you may have Kindles, if you look at Kindles

你们当中也许买了亚马逊的金读阅读器
the Kindle is obviously also worried about what's happening with the

你观察金读会发现它很担心
Sony Reader and all the new things that look like a Kindle,

索尼阅读器和其它像金读一样的新产品
but really from the point of Kindle's--

但对金读来讲
from Kindle's point of view its real job at the moment is

现在真正要做的是
converting all those people who are buying hard covered books.

让消费者从纸质阅读的习惯中转变过来
It is thinking a little bit about conversion

这是让消费者从他们已经习惯的
of consumers from the way in which they are currently used to

工作方式向另一种