本帖最后由 renyifei 于 2018-5-11 12:45 编辑
翻译，原文在EMSI官方论坛
Back in 2003 when I founded the business, I was researching for weeks for a nice company name. My main objective was that it should be easy to pronounce in most languages around the world. Any special characters such as the German umlauts (ä, ö, ü) were a no-go, as were accents and two-vowel combinations that are pronounced differently in other languages, like “eu”, “ae”, “ei” and so on. Then I thought, okay, let’s give it some really cool, security-related name. But the truth is, I simply couldn’t identify with any combinations of virus/spyware/adware/malware/threat/pest/hacker-stopper/blocker/defender/destroyer/sweeper/buster/doctor/protection. I was actually looking for something that stands for a solid and honest business and not just start another short-lived buzzword brand name. 早在2003年我创立这家公司的时候，我就为了一个好的公司名称而研究了几个星期。我的主要目标是在世界各地的大多数语言中发音很容易。任何特殊字符，例如德语变音符号（ä，ö，ü）都是不合格的，在其他语言中发音不同的重音符号和双元音合并，如“eu”，“ae”，“ei”和等等。 然后我想，好吧，让我们给它一些非常酷的，与安全有关的名字。但事实是，我根本无法识别病毒/间谍软件/广告软件/恶意软件/威胁/蠕虫/黑客 /拦截器/防御者/驱逐舰/清道夫//医生/保护的任何名词组合。实际上，我正在寻找一些坚定而诚实的企业，而不仅仅是开创另一个短命的流行词品牌。 What led me to choosing the rather neutral “Emsi”As a person who likes efficiency, my self-chosen nickname on ICQ in the early Internet days (pre 2000) was simply “mc”. Two letters – my initials. I spent quite some time on the newly established online chats, where I met lots of interesting people, some of whom are still my friends or business partners today. One of them thought it would be a funny idea to call me “Emsi”, which is the German notation of the English pronunciation of the letters “M” and “C”.Emsi sounded more like an actual name, rather than initials, so I kept using it as my online nickname. Since my search for a fancy techy name didn’t lead anywhere (congratulations to the guys at Malwarebytes in that regard!), I chose “Emsisoft” as the new company name. A quick trademark search revealed that it wasn’t taken by anyone else yet, so I applied for the trademarks in various countries. 是什么让我选择了相当中立的“Emsi”作为一个喜欢效率的人，在互联网早期（2000年以前），我在ICQ上的自我昵称只是“mc”。两个字母 - 我的首字母缩写。我花了很长时间在新建立的在线聊天上，在那里我遇到了很多有趣的人，其中一些人今天仍然是我的朋友或商业伙伴。其中一人认为给我打电话“Emsi”是一个有趣的想法，这是英文字母“M”和“C”的德语记号。
Emsi听起来更像是一个真实的名字，而不是首字母缩写，所以我一直使用它作为我的在线昵称。由于我对一个奇特的技术名称的搜索没有指向任何地方（恭喜Malwarebytes，他在这方面做得很棒！），我选择了“Emsisoft”作为新的公司名称。一个快速的商标搜索显示，它尚未被任何其他人采用，所以我申请了各个国家的商标专利
What’s the thing with “Emisoft”?Honestly, I don’t know why, but at least one in ten people miss the “s” in “Emsisoft”. A quite high percentage of our website visitors google “Emisoft”, but Google shows results for the correctly spelled name “Emsisoft” anyway (thanks, Google!). And that’s not the only search typo. Our website analytics show there are people coming to us through various search phrases like “emisisoft”, “mc soft”, “emissoft”, “emsisift” “emmisoft”, “emsisof”, “emsissoft”, “esmisoft”, “emsysoft” and “emsisfot” (okay, the last one is probably just a common typo). But after running the business for more than 14 years, I still feel sorry for the unintended harm we do to the folks at “Emisoft“. Yes, it really exists! The Norwegian company specializes in environmental management systems and is not related to Emsisoft in any way. This is a prime example of how one letter can have a major impact on perception and confusion. If I knew that the first “s” in “Emsisoft” would be invisible (for some reason) to so many people, I probably would have chosen a different name. “Emisoft”有什么用？老实说，我不知道为什么，但是至少有十分之一的人错过了“Emsisoft”中的“s”。我们的网站访问者中有相当高比例的谷歌“Emisoft”，但谷歌无论如何都显示正确拼写的名称“Emsisoft”的结果（感谢Google！）。 这不是唯一的搜索错字。我们的网站分析显示，有人通过诸如“emisisoft”，“mcsoft”，“emissoft”，“emsisift”，“emmisoft”，“emsisof”，“emsissoft”，“esmisoft”，“emsysoft”和“emsisfot”（好吧，最后一个可能只是一个常见的错字）。 但在经营了14年以上的业务之后，我仍然对我们对“ Emisoft ” 的人们造成的意外伤害感到抱歉。是的，它确实存在！挪威公司专门从事环境管理系统，并且与Emsisoft无关。这是一封信如何对感知和困惑产生重大影响的最好例子。如果我知道“Emsisoft”中的第一个“s”对于很多人是不可见的（出于某种原因），我可能会选择一个不同的名字。
A funny anecdoteFounding a company in Austria was always a bureaucratic nightmare. I initially applied for the business name “Emsisoft” but it was rejected by the authorities. The law back then required the name to be descriptive of the nature of the business, and they argued that “soft” could stand as well for a toilet paper manufacturer. Not joking! So, I initially had to go for “Emsi Software”, which our early customers may still remember. Luckily, that funny law was made obsolete a couple of years later so I was able to officially rename the business to “Emsisoft”. During our move to New Zealand, the name was kept, of course. So much about big naming decisions. Have a great malware-protected day with “Emsisoft”! Christian Mairoll Founder & Managing Director 一个有趣的轶事在奥地利创立公司一直是官僚主义的噩梦。我最初申请了企业名称“Emsisoft”，但它被当局拒绝。当时的法律要求这个名称描述了企业的性质，他们认为“软”也可以适用于卫生纸制造商。不开玩笑！所以，我最初不得不选择我们的早期客户可能还记得的“Emsi Software”。 幸运的是，这种有趣的法律在几年后已经过时，所以我能够正式将业务重命名为“Emsisoft”。在我们 迁往新西兰的过程中，这个名字当然被保留了下来。 如此多的关于大名字的决定。 祝你拥有一个有emsisoft的美好日子！！
Mairoll
创始人兼董事总经理
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发表于 2018-5-11 12:21:57
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