Mark Zuckerberg laid out a new direction for Facebook this week that shifts its focus from a sprawling series of social apps to a one-stop shop messaging service that combines everything the company has to offer. If there’s an analog to what Facebook is trying to build, it exists in the form of Tencent’s WeChat, the single largest social network in China. There are a number of key differences between the two products, but the ultimate goals look markedly similar: singular, all-purpose networks that can be leveraged to serve users all kinds of other services, from mobile payments to gaming to direct lines of contact to businesses.

馬克?扎克伯格本周為Facebook 提出了一個(gè)新的方向，即將重點(diǎn)從一系列龐大的社交應(yīng)用轉(zhuǎn)向一站式即時(shí)通訊服務(wù)，該服務(wù)將 Facebook 所提供的一切都結(jié)合在一起。 如果有一個(gè)類似 Facebook 正在嘗試建立的東西的話，那就是騰訊的微信，中國(guó)最大的單一社交網(wǎng)絡(luò)。 這兩種產(chǎn)品有許多關(guān)鍵的區(qū)別，但最終的目標(biāo)看起來非常相似: 單一的、多功能的網(wǎng)絡(luò)可以利用來為用戶提供各種其他服務(wù)，從移動(dòng)支付到游戲，再到與企業(yè)的直接聯(lián)系。

The push to become more of a WeChat-like service has been a long time coming. Facebook has been constantly dogged by privacy violations due to its aggressively ad-fueled and feed-based approach to social networking, and in the US, it appears to be shedding younger users. A promised privacy-first approach to this messaging service would address Facebook’s immediate shortcomings, while the bundle of services could serve to further entrench every one of Facebook’s offerings.

推動(dòng)Facebook 成為類似于微信的服務(wù)是一個(gè)漫長(zhǎng)的過程。 Facebook一直受到侵犯隱私權(quán)行為的困擾，這是因?yàn)樗谏缃痪W(wǎng)絡(luò)上采取了大量的廣告宣傳和基于feed 的方式。在美國(guó)，它的年輕用戶似乎正在減少。 承諾對(duì)這種信息服務(wù)采取“隱私至上”的方法，將解決 Facebook 的短期缺陷，而捆綁的服務(wù)可能有助于進(jìn)一步鞏固 Facebook 的每一個(gè)產(chǎn)品。

Facebook’s ambitions to build a do-everything app platform for a global audience goes back years, beginning with its 2012 and 2014 acquisitions of Instagram and WhatsApp, respectively. Since then, as Instagram and WhatsApp staved off competition from rivals, Messenger has shouldered a bulk of the responsibility in becoming Facebook’s would-be do-everything app platform.

Facebook為全球用戶打造"無所不能"應(yīng)用平臺(tái)的雄心可以追溯到多年前，分別從2012年和2014年收購(gòu) Instagram和WhatsApp開始。 從那時(shí)起，隨著 Instagram和WhatsApp 避開競(jìng)爭(zhēng)對(duì)手，Messenger承擔(dān)了大部分責(zé)任，成為Facebook 的"無所不能"應(yīng)用平臺(tái)。

In the ensuing half-decade of Messenger’s ongoing development, Facebook has bolted on gaming, AI chat bots, augmented reality camera features, mobile payments, and numerous other features that are designed to get you to treat Messenger like its own distinct and chat-focused mini-Facebook. In 2014, the company hired David Marcus — a hugely successful digital payments entrepreneur who oversaw PayPal’s strategic acquisition of Venmo parent company Braintree — to run Messenger, signaling Facebook’s ambitions to turn the platform into a service provider.

在接下來的五年中，Messenger 不斷發(fā)展，F(xiàn)acebook 已經(jīng)加入了游戲、 AI 聊天機(jī)器人、增強(qiáng)現(xiàn)實(shí)攝像頭、移動(dòng)支付以及其他眾多功能，這些功能都是為了讓你把 Messenger 當(dāng)作自己獨(dú)特的、專注于聊天的迷你Facebook。 2014年，該公司聘請(qǐng)了大衛(wèi)?馬庫(kù)負(fù)責(zé)運(yùn)營(yíng) Messenger。馬庫(kù)斯是一位非常成功的數(shù)字支付企業(yè)家，負(fù)責(zé)PayPal對(duì) Venmo母公司 Braintree 的戰(zhàn)略收購(gòu)。這表明 Facebook 有意將該平臺(tái)轉(zhuǎn)變?yōu)榉?wù)提供商。

Now, with plans to bring private messaging front and center, Zuckerberg could finally create the version of WeChat that the world outside of China has thus far lacked. It could be large and scarily time-consuming, luring users to engage with the app for not group chats, but for style and products (Instagram) and news sharing (Facebook and WhatsApp). The Facebook mega app could extend into users’ daily lives for entertainment, news, and commerce.

現(xiàn)在，扎克伯格計(jì)劃將私人信息放在首要位置，他終于可以創(chuàng)造出中國(guó)以外的世界迄今為止所欠缺的微信版本。 它可能規(guī)模龐大，耗時(shí)驚人，吸引用戶使用該應(yīng)用不僅是群聊，還為了風(fēng)格和產(chǎn)品(Instagram)以及新聞分享(Facebook 和 WhatsApp)。 這個(gè)巨大的 Facebook應(yīng)用程序可以延伸到用戶的日常生活中，用于娛樂、新聞和商務(wù)。

But building that kind of sprawling, do-everything network is an immense challenge, and even WeChat has not done without a good deal of help and good luck. In China, it’s received government subsidies, and many of its rivals have been blocked from running: that includes Messenger since 2009, South Korea’s Line since 2015, and WhatsApp in 2017, significantly trimming down the competitive landscape.?

但是構(gòu)建這樣一個(gè)龐大的、無所不包的網(wǎng)絡(luò)是一個(gè)巨大的挑戰(zhàn)，即使是微信，也需要大量的幫助和好運(yùn)。 在中國(guó)，它得到了政府補(bǔ)貼，許多競(jìng)爭(zhēng)對(duì)手也被禁止運(yùn)營(yíng): 包括2009年以來的 Messenger，2015年以來的韓國(guó) Line，以及2017年的 WhatsApp，這大大削弱了競(jìng)爭(zhēng)格局。?

Facebook will face other issues, though. Combining its apps is likely to concern the European Commission, which is regularly troubled by the behaviors of tech giants. The United States Congress, similarly, has questioned Facebook on whether it qualifies as a monopoly. Politically, the tide is turning against these kinds of mega tech companies. This morning, Sen. Elizabeth Warren (D-MA) proposed breaking up tech giants, including Facebook as part of her presidential campaign platform.

不過，F(xiàn)acebook 將面臨其它問題。 合并其應(yīng)用程序可能會(huì)引起歐盟委員會(huì)的關(guān)注，該委員會(huì)經(jīng)常受到科技巨頭行為的困擾。 同樣，美國(guó)國(guó)會(huì)也質(zhì)疑Facebook 是否壟斷。 政治上，潮流正在轉(zhuǎn)向反對(duì)這類大型科技公司。 今天早上，伊莉莎白·華倫提議拆分包括 Facebook 在內(nèi)的科技巨頭，作為其總統(tǒng)競(jìng)選的一部分。

It’s also not guaranteed that a messaging-first approach will win over users. In China, it’s the older generations who favor using WeChat, giving the app a kind of dated reputation not too unlike Facebook’s among teens. If both apps don’t step it up, they could fall out of style as users grow older.

也不能保證消息優(yōu)先的方法會(huì)贏得用戶。 在中國(guó)，老一代人更喜歡使用微信，這給了這款應(yīng)用一種過時(shí)的名聲，就像Facebook 在青少年中的名聲一樣。 如果這兩個(gè)應(yīng)用程序不加以改進(jìn)，隨著用戶年齡的增長(zhǎng)，它們可能會(huì)逐漸過時(shí)。

After Zuckerberg laid out his plans for Facebook, we have a pretty good idea of what to expect, thanks to WeChat. We also can anticipate the obstacles a Facebook monster app would face: slowing user growth, a heavy reliance on ad revenue, and Western regulatory forces that would seek to rein it back in. It’s the ultimate story of merging cultures, as two (or more) apps combine so many features that they become nearly the same thing and risk losing what makes them so attractive in the first place. But Facebook has a chance to write its own story, if it can take lessons from where WeChat has stumbled.

在扎克伯格闡述了他對(duì) Facebook 的計(jì)劃之后，我們已經(jīng)有了一個(gè)相當(dāng)好的想法，多虧了微信。 我們也可以預(yù)見 Facebook 巨大的應(yīng)用程序?qū)⒚媾R的障礙: 用戶增長(zhǎng)放緩，對(duì)廣告收入的嚴(yán)重依賴，以及西方監(jiān)管力量試圖控制它。 這是文化融合的終極故事，因?yàn)閮蓚€(gè)(或更多)應(yīng)用程序結(jié)合了如此多的功能，以至于它們幾乎變成了同一個(gè)東西，并且冒著失去它們最初吸引人之處的風(fēng)險(xiǎn)。 但如果Facebook 能從微信的失敗中吸取教訓(xùn)，它就有機(jī)會(huì)寫出自己的故事。

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原創(chuàng)翻譯：龍騰網(wǎng) http://www.ltaaa.com 轉(zhuǎn)載請(qǐng)注明出處


Kirielson?
We’ve known this for a long time, and as I’ll keep on saying: it won’t happen.

我們已經(jīng)知道這一點(diǎn)很長(zhǎng)時(shí)間了，正如我將繼續(xù)說的: 這不會(huì)發(fā)生。

WeChat has literally the implicit backing of the Chinese government and Facebook will never have that as more skepticism comes. Instagram COULD have been a close equivalent, but again, Facebook kind of made that not happen.

微信實(shí)際上得到了中國(guó)政府的支持，而 Facebook 永遠(yuǎn)不會(huì)得到這樣的支持，因?yàn)楦嗟馁|(zhì)疑聲接踵而至。 本可以成為一個(gè)類似的平臺(tái)，但是 Facebook 卻沒有做到這一點(diǎn)。

Intosh?
Future services that users will interact with on FB’ unified messaging platform will not be encrypted, and that will become a gold mine of user metadata.

未來用戶將在 FB 的統(tǒng)一消息平臺(tái)上與之互動(dòng)的服務(wù)將不會(huì)加密，這將成為用戶元數(shù)據(jù)的金礦。

As for being the WeChat of the world, FB’s reputation is terrible , users tend to use disparate specialized apps, the messaging users populations are fragmented

作為世界微信，facebook的聲譽(yù)很糟糕，用戶傾向于使用不同的專業(yè)應(yīng)用程序，即時(shí)通訊用戶群體很分散。