阿里巴巴等5大平台或将能左右未来支付方式

2014-06-04 15:52:52来源：可可英语

　　For us it's a good thing because at the end of the day we have a well-known and trusted brand ... here's not much of a difference between saying I want to be the first card in the wallet and saying I want to have AmEx as my default option. What is critical is the benefits, services, and innovation we provide so we're the first card in the wallet.

　　对我们来说，这是一件好事，因为总之我们有一个广为人知的可靠品牌……“我想成为钱包中信用卡的第一选择”，和“我想让美国运通成为我的默认选择”，这个区别并不大。关键在于我们要提供实惠、服务和创新，来保证我们成为钱包中信用卡的首选。

　　So you're talking about the difference between the transaction and what you call "the journey." What's involved in that journey?

　　所以你谈的是交易和你所说的“过程”之间的区别。那个过程中包含什么?

　　Here's what's key. If we look at how mobile devices are used, people who use mobile devices in the shoppers' journey are 40% more likely to convert to sales. Think about how people use information, how they leverage recommendations they get from social media sites. The key is to understand the different elements of the commerce journey. We want to be where our customers are. We want to deliver them benefits in the way they want to have those benefits presented to them. It goes back to a key message I give in my organization: This is an environment where you innovate or die. We want to be the company that will put us out of business.

　　这就是关键点。我们可以注意一下移动设备的使用情况，在购物过程中使用移动设备的顾客购买东西的可能性会提高40%。想想人们会如何利用信息，如何参考他们从社交媒体网站上获得的推荐。关键在于了解商务过程中不同的元素。我们希望与我们的顾客同在。我们想要以顾客希望的方式为他们提供便利和实惠。这其实就是我在公司内部的一个关键理念：在这个环境中，要么创新，要么等死。我们要做不仅仅是盈利。

　　Part of that is looking beyond the trends to understand systematic change. Were digital wallets a fad? In 2011, companies like Google and Square launched them. In 2014, many of those efforts haven't worked and are being retried. Are digital wallets dead?

　　诀窍之一是看看潮流的方向，从而理解系统性的变化。数码钱包风靡过吗?2011年，谷歌和Square等公司发布了这项功能。到2014年，在这方面的许多努力都没有奏效，人们还在不断尝试。数码钱包是不是已经宣告死亡了?

　　I don't think they're dead, but if you go back to what I said publicly in 2011, I didn't think these wallets met a value proposition. I'm going to tap to pay? What's the friction that it's really solving? What are the benefits that I'm getting? How is that helping me in my shopping journey? At the end of the day, the failure of wallets was not being focused enough on customer needs.

　　我没觉得它们消亡了，不过你可以回顾我在2011年公开说过的话，我觉得这种钱包没有找到合适的价值定位。通过轻触屏幕来付款?这能真正解决什么难题呢?我能得到什么好处呢?在购物过程中，它帮到了我什么?总而言之，数码钱包的失败，在于它们没有专注于解决消费者的需求。

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