微博实名制打击人气

2012-03-02 00:00:00来源：可可英语

Sina Corp has warned that its popular microblogging service will suffer from Beijing's requirement that users of Sina Weibo register under their real names.新浪公司(Sina Corp)警告称，其人气颇高的微博服务——新浪微博(Sina Weibo)将受到中国官方实名制要求的打击。

The real-name registration requirement, which the Chinese government has said must be completed by March 16, "will have a negative impact on user activity in the short term," Charles Chao, chief executive, told investors yesterday.中国政府规定，实名认证必须最迟在3月16日完成。新浪首席执行官曹国伟(Charles Chao)昨日对投资者表示，这将在短期对用户活动造成负面影响。

The warning is set to sour sentiment towards Sina shares, as it comes just as investors are getting impatient to see the company make money from Sina Weibo.这一警告势必打击新浪股票的人气，因为新浪发布警告之际，投资者正迫不及待地期待该公司利用新浪微博创收。

Sina reported a $9.3m net profit, 14 cents per share, for the fourth quarter of 2011 as opposed to a $100m loss a year earlier. However, excluding writedowns and other adjustments, earnings more than halved to 21 cents per share compared with a year earlier.新浪报告2011年第四季度实现930万美元净利润，相当于每股14美分，而该公司在上年同期亏损1亿美元。不过，若剔除减记和其它调整项目的影响，第四季度每股收益则同比下降一半多，至每股21美分。

In the face of new government restrictions, slow moves by Sina to monetise Weibo and fierce competition in the microblogging market, the stock fell to $48 by the end of last year from a $142 peak last April, but it has recovered more than 13 per cent in 2012.面对新的政府限制措施、新浪在推进微博商业化方面动作迟缓，再加上微博市场竞争激烈，新浪股价从去年4月每股142美元的峰值降至去年底的每股48美元，但进入2012年以来已反弹逾13%。

Sina said it aimed to start monetising Weibo in the second half of this year, an announcement long awaited by investors, but did not expect to see significant revenue contributions from the Twitter equivalent until next year. The company plans to make money from Weibo mainly through advertising, fees from enterprise accounts and revenue sharing from virtual goods.新浪表示，力求在今年下半年启动微博商业化（这项宣布是投资者期待已久的），但在明年之前并不预期这项类似于Twitter的服务会对营收作出显著贡献。该公司计划主要通过广告、企业账户收费和虚拟商品营收分成等渠道来利用微博创收。

A platform it launched last year on which third-party developers can offer games to Weibo users will end its free period in June, Mr Chao said.曹国伟表示，新浪在去年开通、让第三方开发商向微博用户提供游戏的一个平台，到今年6月将结束免费试用期。

Before that, Sina plans to pour more money into the service than last year. Mr Chao said he expected $160m of Weibo-related costs this year, compared with about $120m in 2011.在此之前，新浪计划向这项服务投入比去年更多的资金。曹国伟表示，他预期今年会有1.6亿美元的微博相关成本，高于2011年的1.2亿美元。

That comes as prospects for online advertising — Sina's main source of revenue — are uncertain. The company said it expected revenue in the first quarter to grow less than 10 per cent year-on-year, compared with 19 per cent last year. Mr Chao pointed to a drop of more than 3 per cent in traditional ad spending in the Chinese market in January as ecommerce companies are cutting their ad spend, and because of an expected decline in advertising by car companies, the largest advertisers on Sina's online portal, this quarter.目前，新浪的主要营收来源——在线广告——的前景存在不确定性。该公司表示，预期今年首季营收同比增长不到10%，而去年同期的同比增长达到19%。曹国伟指出，1月份中国市场传统广告支出下降逾3%，原因是电子商务公司纷纷削减广告支出，同时汽车企业在第一季度的广告支出预期也会下降。汽车企业是新浪门户网站上的最大广告商。

The new government rules are already affecting Sina Weibo. Mr Chao said more than 40 per cent of users who tried to complete registration failed to pass the identity verification. He said they would probably no longer be allowed to post messages after the March 16 deadline.新的政府规定已经在影响新浪微博。曹国伟表示，40%以上试图完成注册的用户未能通过实名认证检验。他说，这些人在3月16日的最后期限过后很可能不再能发表内容。