{"id":7562,"date":"2016-04-22T17:25:49","date_gmt":"2016-04-22T15:25:49","guid":{"rendered":"https:\/\/ihs.com.tr\/blog\/?p=7562"},"modified":"2016-04-22T17:50:00","modified_gmt":"2016-04-22T15:50:00","slug":"buyuk-iskalayanlar","status":"publish","type":"post","link":"https:\/\/www.ihs.com.tr\/blog\/buyuk-iskalayanlar\/","title":{"rendered":"B\u00fcy\u00fck Iskalayanlar"},"content":{"rendered":"

Hepimiz hata yapabiliriz. Ancak hi\u00e7birimiz efsane mertebesine eri\u015fecek bir m\u00fczik grubunu reddeden y\u00f6netici olmay\u0131, bug\u00fcn\u00fcn teknolojisini y\u0131llar \u00f6nceden ke\u015ffedip onu \u00e7\u00f6pe atmay\u0131, sadece bir araba kar\u015f\u0131l\u0131\u011f\u0131nda milyar dolarl\u0131k hissemizi satan bahts\u0131z olmay\u0131 istemeyiz. \u0130\u015fte kar\u015f\u0131n\u0131zda tarihin en b\u00fcy\u00fck \u0131skalama hikayeleri ve kahramanlar\u0131.<\/span><\/p>\n

Beatles\u2019\u0131 reddetmek!<\/strong><\/span><\/p>\n

\"the-beatles\"<\/p>\n

13 Aral\u0131k 1961 g\u00fcn\u00fc \u0130ngiltere\u2019nin \u00fcnl\u00fc plak \u015firketlerinden Decca Records<\/strong>\u2019un yeni yetenekleri ke\u015ffetmekten sorumlu y\u00f6neticisi Mike Smith, umut vadeden yeni bir grubu dinlemek i\u00e7in Liverpool\u2019a gider. G\u00f6rd\u00fckleri ve duyduklar\u0131ndan \u00e7ok etkilenen Smith, grubu Londra\u2019ya, \u00f6zel bir se\u00e7meye davet eder. Beatles \u00fcyeleri Londra\u2019ya gidip Decca St\u00fcdyolar\u0131\u2019nda iki saat boyunca 15 \u015fark\u0131 \u00e7alarlar. Ard\u0131ndan da evlerine d\u00f6n\u00fcp yan\u0131t beklemeye ba\u015flarlar. Nihayet haftalarca merakla bekledikleri yan\u0131t gelir ama hi\u00e7 de umduklar\u0131 gibi de\u011fildir. Decca Records, Beatles\u2019\u0131 be\u011fenmemi\u015ftir.<\/strong><\/span><\/p>\n

Grubu reddederken tam olarak \u015fu kelimeleri kullan\u0131r plak \u015firketi: ‘Kusura bakmay\u0131n ancak m\u00fczi\u011finizi be\u011fenmedik. Art\u0131k d\u00f6rt ki\u015filik gitar gruplar\u0131n\u0131n modas\u0131 ge\u00e7ti.’<\/span>
\nHikayenin geri kalan\u0131n\u0131 anlatmaya gerek oldu\u011funu sanm\u0131yoruz. Yan\u0131l\u0131yor muyuz?<\/span><\/p>\n

Vosvos\u2019a kar\u015f\u0131l\u0131k %50 Domino\u2019s Hissesi<\/span><\/strong><\/p>\n

\"\"<\/span><\/strong>
\n1961 y\u0131l\u0131nda Tom ve James Monaghan karde\u015fler DomiNick\u2019s adl\u0131 bir pizza restoran\u0131 sat\u0131n al\u0131rlar. \u0130ki karde\u015fin ortakl\u0131klar\u0131n\u0131n \u00fczerinden sekiz ay ge\u00e7mi\u015fken James parlak bir fikirle \u00e7\u0131kagelir. \u015eirket hisselerinin %50’si onundur ve satmak istiyordur, \u00fcstelik kullan\u0131lm\u0131\u015f bir Volkswagen Beetle kar\u015f\u0131l\u0131\u011f\u0131nda. Evet bizim daha \u00e7ok a\u015fina oldu\u011fumuz ismiyle; Vosvos<\/strong>.
\n<\/span>
\n\u015eirketin tamam\u0131na sahip olduktan sonra Tom Monaghan pizzac\u0131s\u0131n\u0131n ismini Domino\u2019s<\/strong> olarak de\u011fi\u015ftirir ve tarihin en h\u0131zl\u0131 b\u00fcy\u00fcyen franchise \u015firketlerinden birini yarat\u0131r. Karde\u015fiyle takastan 38 y\u0131l sonra %93\u2019l\u00fck hissesini bir milyar dolara satar.
\n<\/span>
\nJames\u2019e yeni bir VW Beetle hediye etmi\u015f midir acaba?<\/span><\/strong><\/p>\n

Xerox ve Tarihin \u0130lk Ki\u015fisel Bilgisayar\u0131<\/span><\/strong><\/p>\n

\"xerox\"<\/p>\n

Xerox Alto ad\u0131n\u0131 verdi\u011fi bilgisayar\u0131, Macintosh ve Windows\u2019dan neredeyse on y\u0131l kadar \u00f6nce \u00fcretir. Olduk\u00e7a iyi bir model olan bu bilgisayar\u0131n pencereli grafik arabirimi, ethernet\u2019i ve hatta mouse\u2019u bile vard\u0131r. Ancak 1973 y\u0131l\u0131nda ki\u015fisel bilgisayar pazar\u0131 hen\u00fcz var olmad\u0131\u011f\u0131ndan Xerox \u00fcretti\u011fi bu bilgisayarla ne yapaca\u011f\u0131n\u0131 bilemez. Birka\u00e7 bin adet \u00fcretip \u00fcniversitelere da\u011f\u0131t\u0131rlar.
\n<\/span>
\nEfsaneye g\u00f6re 1979 y\u0131l\u0131nda Steve Jobs Xerox<\/strong>\u2019un ara\u015ft\u0131rma merkezini ziyaret ederken Alto\u2019yu inceler ve t\u00fcm \u00f6nemli \u00f6zelliklerini Apple\u2019\u0131n daha sonra \u00fcretece\u011fi Lisa ve Mac modellerinde kullan\u0131r.
\n<\/span>
\nXerox ise daha sonralar\u0131 pazara girmeye \u00e7al\u0131\u015fsa da art\u0131k \u00e7ok ge\u00e7tir.<\/span><\/strong><\/p>\n

Baba S\u00f6z\u00fc Dinleyip Facebook\u2019tan Olmak!<\/strong><\/span><\/p>\n

\"facebook\"<\/p>\n

Joe Green’le, Harvard\u2019daki oda arkada\u015f\u0131 Mark Zuckerberg zaman\u0131n\u0131n \u00e7ok tutan sitelerinden \u2018Hot-or-Not<\/strong>\u2019a benzeyen, Facemash isimli bir site yaparlar. Hatta ikilinin bu sebeple okul y\u00f6netimiyle aras\u0131 a\u00e7\u0131l\u0131r. Sonraki aylarda Zuckerberg bu kez Facebook\u2019u Green ile birlikte yapmak ister. Joe Green ise bu konuyu babas\u0131na sorma hatas\u0131nda bulunur. O\u011flunun, Zuckerberg ile daha \u00f6nce yapt\u0131\u011f\u0131 projenin okul y\u00f6netimiyle aras\u0131n\u0131 a\u00e7mas\u0131na can\u0131 s\u0131k\u0131lm\u0131\u015f<\/strong> olan baba, Green\u2019i bu yeni projede yer almamas\u0131 konusunda ikna eder. Sonras\u0131nda ise olaylar geli\u015fir.<\/p>\n

E\u011fer o g\u00fcn Joe Green Facebook\u2019a ortak olmu\u015f olsayd\u0131 %5 gibi bir hisseye sahip olaca\u011f\u0131 varsay\u0131lmakta. Bunun da g\u00fcn\u00fcm\u00fczdeki de\u011feri 7 milyar dolar!<\/strong><\/span><\/p>\n

Starbucks\u2019\u0131 Kurmak Ama \u0130leriyi G\u00f6rememek<\/strong><\/span><\/p>\n

\"sturbucks\"<\/p>\n

30 Mart 1971 tarihinde San Francisco \u00dcniversitesi\u2019nden arkada\u015f olan Jerry Baldwin, Zev Siegl and Gordon Bowker daha \u00f6nce \u00e7al\u0131\u015ft\u0131klar\u0131 Peet\u2019s Coffee adl\u0131 d\u00fckkandan ilham alarak Seattle\u2019da Starbucks ad\u0131nda bir kahve d\u00fckkan\u0131 a\u00e7arlar.
\n<\/span>
\nO zamana kadar sadece kahve al\u0131p \u00e7\u0131k\u0131lan d\u00fckkanlar vard\u0131r ve hepsi bunun \u00fczerine yeni bir \u015fey eklemek gerekti\u011fini d\u00fc\u015f\u00fcn\u00fcrler. 1982 y\u0131l\u0131nda Starbucks\u2019a pazarlama direkt\u00f6r\u00fc olarak atanan Howard Schultz, o y\u0131l Milano\u2019ya yapt\u0131\u011f\u0131 gezide insanlar\u0131n espresso bazl\u0131 kahvelere kar\u015f\u0131 ilgisinden, kahve d\u00fckkanlar\u0131n\u0131n sosyalle\u015fme alanlar\u0131na d\u00f6nm\u00fc\u015f olmas\u0131ndan \u00e7ok etkilenerek \u00fclkesine d\u00f6ner ve bu fikri uygulamaya koymak ister. Ancak patronlar\u0131n\u0131 ikna edemez.
\n<\/span>
\nFikrine \u00e7ok inanan Schultz, 1985 y\u0131l\u0131nda \u2018Il Giorno\u2019 ad\u0131nda, tam olarak kafas\u0131ndakileri yans\u0131tabildi\u011fi bir kahve d\u00fckkan\u0131 a\u00e7ar. Yeterli m\u00fc\u015fteriye ula\u015f\u0131p, etraf\u0131na hat\u0131r\u0131 say\u0131l\u0131r yat\u0131r\u0131mc\u0131lar da toplay\u0131nca ilk i\u015fi gidip Starbucks\u2019\u0131 sat\u0131n almak olur. \u0130bret olsun diye midir bilinmez ama markan\u0131n ismini korur. Hikaye asl\u0131nda tam da burada ba\u015flar: Starbucks\u2019\u0131n g\u00fcn\u00fcm\u00fczde 64 \u00fclkede toplam 21.500\u2019den fazla ma\u011fazas\u0131 olacakt\u0131r.<\/span><\/p>\n

Kodak\u2019\u0131n Dijital Foto\u011fraf Makinesini Bulmas\u0131 ve \u0130mhas\u0131<\/strong><\/p>\n

\"kodak\"<\/p>\n

1976, Kodak\u2019\u0131n A.B.D\u2019deki film, foto\u011fraf \u00fcr\u00fcnleri ve servis konusunda pazar\u0131n %90\u2019\u0131na hakim oldu\u011fu y\u0131ld\u0131r. Marka o kadar \u00fcnlenir ki, \u00f6zel ve hat\u0131rlanmas\u0131 gereken anlar \u2018Kodak An\u0131\u2019 olarak nitelendirilir.
\n<\/span>
\n1990\u2019lar\u0131n sonuna do\u011fru, dijital foto\u011fraf piyasas\u0131 hareketlenmeye ba\u015flay\u0131nca \u00f6zellikle film ve foto\u011fraf \u00fcr\u00fcn\u00fc konular\u0131nda \u00e7ok aktif olan Kodak\u2019\u0131n da pop\u00fclaritesi d\u00fc\u015fmeye ba\u015flar. Firma zamana ayak uydurmakta zorlan\u0131r. Ancak garip olan \u015fudur: 1975 y\u0131l\u0131nda Kodak\u2019ta \u00e7al\u0131\u015fan bir m\u00fchendis markan\u0131n \u00e7at\u0131s\u0131 alt\u0131nda ilk dijital foto\u011fraf makinesini icat eder. \u0130cad\u0131 ile gurur duymak \u00fczereyken Kodak y\u00f6neticileri bunun iyi bir fikir olmad\u0131\u011f\u0131 ve hi\u00e7 ortaya \u00e7\u0131kart\u0131lmamas\u0131 gerekti\u011fi konusunda karara var\u0131rlar. Nitekim bu icat kendi hakim olduklar\u0131 pazar\u0131 da tehdit edebilecek \u00e7aptad\u0131r. <\/span>
\n
\nKodak hatas\u0131n\u0131 anlad\u0131\u011f\u0131nda at\u0131 alan \u00dcsk\u00fcdar\u2019\u0131 \u00e7oktan ge\u00e7mi\u015ftir. Kodak dijital foto\u011fraf makinesini ancak 2005 y\u0131l\u0131nda piyasaya sunar. Sonu\u00e7 h\u00fcsrand\u0131r. 2013 y\u0131l\u0131nda efsane, batmamak i\u00e7in 525 milyon dolar de\u011ferinde patent satar.<\/span><\/p>\n

Cosby Show\u2019a Irk\u00e7\u0131 \u2018Hay\u0131r\u2019<\/strong><\/p>\n

\"the-cosby-show\"<\/p>\n

1984 y\u0131l\u0131nda Bill Cosby kendi yaratt\u0131\u011f\u0131 ve ba\u015frol\u00fcn\u00fc \u00fcstlenece\u011fi televizyon dizisini ilk olarak ABC TV\u2019ye g\u00f6t\u00fcr\u00fcr. Kalabal\u0131k siyahi bir ailenin konu edildi\u011fi dizi i\u00e7in ABC y\u00f6netimi; ‘Seyircilerimiz siyahi bir ailenin son derece sa\u011fl\u0131kl\u0131 ve iyi e\u011fitimli olarak yans\u0131t\u0131ld\u0131\u011f\u0131 bu ger\u00e7ek d\u0131\u015f\u0131 diziden ho\u015flanmazlar’ ifadesini kullan\u0131r ve diziyi yay\u0131nlamay\u0131 reddeder. <\/span>
\nBunun \u00fczerine Cosby dizisini NBC\u2019ye g\u00f6t\u00fcr\u00fcr ve takip eden d\u00f6rt y\u0131l boyunca Cosby Show Amerika\u2019n\u0131n bir numaral\u0131 televizyon program\u0131 se\u00e7ilir. Yay\u0131nda kald\u0131\u011f\u0131 sekiz y\u0131l boyunca ise rating listelerinde hep \u00fcst s\u0131ralarda yer al\u0131r.<\/span>
\nCosby \u00f6ncesi son s\u0131rada yer alan televizyon olan NBC ise on y\u0131l boyunca zirveye yerle\u015fir.<\/span><\/p>\n

Netflix\u2019i Kelepirken Elden Ka\u00e7\u0131rmak<\/strong> <\/span><\/p>\n

\"netflix\"<\/p>\n

2000 y\u0131l\u0131nda film ve oyun kiralama pazar\u0131n\u0131 domine eden Blockbuster\u2019\u0131n A.B.D. \u00e7ap\u0131nda 8.000 ma\u011fazas\u0131, 60.000 den fazla \u00e7al\u0131\u015fan\u0131 vard\u0131r. Netflix ise bu g\u00f6z kama\u015ft\u0131r\u0131c\u0131 tablonun tersine, o y\u0131llarda ayakta kalmaya \u00e7al\u0131\u015fan, az say\u0131daki m\u00fc\u015fterisine posta yoluyla DVD satan bir \u015firkettir. \u0130\u015f modellerini de\u011fi\u015ftirmeye ve \u00fcyelerine internet \u00fczerinden online film izletmeye karar verirler. Ancak bunun i\u00e7in b\u00fct\u00e7eleri yetersizdir.
\n<\/span>
\n2000 y\u0131l\u0131nda Netflix CEO\u2019su Reed Hastings, Blockbuster\u2019\u0131n Dallas\u2019taki merkezine toplant\u0131ya gider. Blockbuster\u2019\u0131n tepesindeki isim olan John Antioco\u2019ya \u015firketini 50 milyon dolar kar\u015f\u0131l\u0131\u011f\u0131nda satmay\u0131 teklif eder. Antioco ise adeta bir imparatorlu\u011fun ba\u015f\u0131ndad\u0131r ve teklifi son derece g\u00fcl\u00fcn\u00e7 bulur. Hatta rivayete g\u00f6re toplant\u0131da bu teklife kahkahalarla g\u00fcler.
\n<\/span>
\n2007 y\u0131l\u0131 gelip de Netflix b\u00fcy\u00fck patlamas\u0131n\u0131n ilk sinyallerini vermeye ba\u015flad\u0131\u011f\u0131nda, Blockbuster duruma ayak uydurmaya \u00e7al\u0131\u015f\u0131r. Ancak Netflix pazar\u0131 \u00e7oktan ele ge\u00e7irmi\u015ftir ve art\u0131k Blockbuster i\u00e7in \u00e7ok ge\u00e7tir. 2010 y\u0131l\u0131nda Blockbuster 1,1 milyar dolar de\u011fer kaybederek 24 milyon dolar\u2019l\u0131k bir \u015firket haline gelir. Bu s\u0131rada Netflix\u2019in de\u011feri 13 milyar dolar\u2019a dayanm\u0131\u015ft\u0131r. 2013 y\u0131l\u0131nda ise Blockbuster son ma\u011fazas\u0131n\u0131 da kapat\u0131r.<\/span><\/p>\n

Apple\u2019la Sadece 11 G\u00fcn Ortakl\u0131k<\/span><\/strong><\/p>\n

\"Apple-Logo\"<\/p>\n

Apple kuruldu\u011funda Steve Jobs<\/strong> ve Steve Wozniak<\/strong>\u2019\u0131n yan\u0131nda \u00fc\u00e7\u00fcnc\u00fc bir ortak daha vard\u0131r; Ronald Wayne<\/strong>. Apple\u2019\u0131n ilk logosunu tasarlayan ki\u015fi olan 42 ya\u015f\u0131ndaki Wayne, 21 ya\u015f\u0131ndaki di\u011fer iki orta\u011f\u0131na g\u00f6re \u00e7ok da fazla risk alamayacak durumdad\u0131r. Nitekim Apple\u2019\u0131n kurulu\u015fundan sadece 11 g\u00fcn sonra nakde s\u0131k\u0131\u015f\u0131r ve sahip oldu\u011fu %10 hisseyi 800 dolar kar\u015f\u0131l\u0131\u011f\u0131nda satar. Bir y\u0131l sonra, kurulu\u015ftaki haklar\u0131ndan vazge\u00e7ti\u011fi i\u00e7in 1500 dolar daha al\u0131r.
\n<\/span>
\nApple\u2019\u0131n Wayne\u2019in ayr\u0131l\u0131\u015f\u0131ndan sonraki gidi\u015fat\u0131n\u0131 anlatmak son derece yersiz olsa da \u015firketin bug\u00fcnk\u00fc de\u011ferinin 741 milyar dolar oldu\u011funu belirtelim.<\/span><\/p>\n

B\u00fcy\u00fck Iskalayanlar IHS Telekom Spam Dergi Q1 2016 Say\u0131s\u0131nda yay\u0131nlanm\u0131\u015ft\u0131r. Spam Dergiyi<\/a> dilerseniz online okuyabilirsiniz.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Hepimiz hata yapabiliriz. Ancak hi\u00e7birimiz efsane mertebesine eri\u015fecek bir m\u00fczik grubunu reddeden y\u00f6netici olmay\u0131, bug\u00fcn\u00fcn teknolojisini y\u0131llar \u00f6nceden ke\u015ffedip onu \u00e7\u00f6pe atmay\u0131,…<\/p>\n","protected":false},"author":3,"featured_media":7563,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-7562","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-haberler"],"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/www.ihs.com.tr\/blog\/wp-json\/wp\/v2\/posts\/7562","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ihs.com.tr\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ihs.com.tr\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ihs.com.tr\/blog\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ihs.com.tr\/blog\/wp-json\/wp\/v2\/comments?post=7562"}],"version-history":[{"count":4,"href":"https:\/\/www.ihs.com.tr\/blog\/wp-json\/wp\/v2\/posts\/7562\/revisions"}],"predecessor-version":[{"id":7577,"href":"https:\/\/www.ihs.com.tr\/blog\/wp-json\/wp\/v2\/posts\/7562\/revisions\/7577"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ihs.com.tr\/blog\/wp-json\/wp\/v2\/media\/7563"}],"wp:attachment":[{"href":"https:\/\/www.ihs.com.tr\/blog\/wp-json\/wp\/v2\/media?parent=7562"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ihs.com.tr\/blog\/wp-json\/wp\/v2\/categories?post=7562"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ihs.com.tr\/blog\/wp-json\/wp\/v2\/tags?post=7562"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}