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移動(dòng)時(shí)代,網(wǎng)站不死

移動(dòng)時(shí)代,網(wǎng)站不死

Zachary Rosen 2014年04月17日
雖然人們將更多時(shí)間花在手機(jī)而非PC上,但移動(dòng)時(shí)代的互聯(lián)網(wǎng)網(wǎng)站仍有生存之道。移動(dòng)應(yīng)用程序大行其道并不意味著它們就能取代網(wǎng)站,成為首要的發(fā)布平臺,因?yàn)橐苿?dòng)應(yīng)用用于內(nèi)容消費(fèi)的體驗(yàn)太差了。設(shè)備和用戶的增加將帶動(dòng)對更多、更好內(nèi)容的需求,而內(nèi)容仍然將主要通過網(wǎng)站發(fā)布。

????不久前,專家們曾斷言,社交網(wǎng)絡(luò)的崛起意味著電子郵件大限將至。事實(shí)證明,他們錯(cuò)了。

????上周早些時(shí)候,我十分喜歡的一位作家兼投資者——克里斯?迪克森撰文稱,隨著全球進(jìn)入移動(dòng)互聯(lián)網(wǎng)時(shí)代,他認(rèn)為傳統(tǒng)網(wǎng)站的衰落不可避免。這篇文章的論點(diǎn)很簡單——移動(dòng)為王,而應(yīng)用程序又主宰著移動(dòng)領(lǐng)域。因此,網(wǎng)站已死。然而,克里斯壓根沒有考慮互聯(lián)網(wǎng)網(wǎng)站未來發(fā)展的關(guān)鍵軌跡(或者說他可能認(rèn)為這些網(wǎng)站根本就沒有未來)。迄今為止,“網(wǎng)站”有兩個(gè)含義:

????1)在全球發(fā)布內(nèi)容的分布式平臺

????2)互聯(lián)網(wǎng)軟件的零阻力配送系統(tǒng)

????不幸的是,這兩者往往被混為一談,從而引發(fā)無數(shù)糊涂的對話。我認(rèn)為近來最好的一個(gè)例子是Healthcare.gov網(wǎng)站的崩潰。推廣相關(guān)內(nèi)容的實(shí)際‘網(wǎng)站’運(yùn)行得可謂完美。出問題的是管理醫(yī)療保健注冊的“軟件”部分,而這一部分要復(fù)雜得多。然而最后,人們討論的話題變成了“奧巴馬怎么連個(gè)簡單的網(wǎng)站都搞不定?”

????網(wǎng)絡(luò)應(yīng)用程序=軟件,網(wǎng)站=內(nèi)容。兩者的服務(wù)宗旨不同。

????因此,克里斯的文章實(shí)際說的是這么回事:移動(dòng)互聯(lián)網(wǎng)顯然將成為信息傳輸?shù)闹饕浇椤XS富的本地移動(dòng)應(yīng)用提供的客戶體驗(yàn)遠(yuǎn)遠(yuǎn)優(yōu)于通過移動(dòng)瀏覽器加載的網(wǎng)頁應(yīng)用。因此,互聯(lián)網(wǎng)軟件將成為最主要的移動(dòng)應(yīng)用場景。

????然而,這并不意味著移動(dòng)應(yīng)用程序?qū)⑷〈W(wǎng)站,成為首要的發(fā)布平臺。設(shè)備和用戶的增加,將帶動(dòng)對更多、更好內(nèi)容的需求。內(nèi)容仍將主要通過網(wǎng)站發(fā)布。

????聽清楚了!幾乎沒人用內(nèi)容提供商的移動(dòng)應(yīng)用程序來消費(fèi)內(nèi)容,這些應(yīng)用做得太糟糕了。打車軟件Uber(明顯是一家以移動(dòng)為中心的公司)的網(wǎng)站做得這么好是有原因的——他們將網(wǎng)站標(biāo)榜為一種生活方式。Twitter這樣的移動(dòng)應(yīng)用程序只會(huì)讓消費(fèi)者更容易發(fā)現(xiàn)、分享精彩內(nèi)容,從而使網(wǎng)站愈加成為互聯(lián)網(wǎng)不可或缺的一部分。

????事實(shí)上,在移動(dòng)時(shí)代,網(wǎng)站還會(huì)繼續(xù)生存,蓬勃發(fā)展。(財(cái)富中文網(wǎng))

????本文作者扎查理?羅森是Pantheon公司首席執(zhí)行官兼聯(lián)合創(chuàng)始人。Pantheon總部位于舊金山,是一家專業(yè)網(wǎng)站平臺服務(wù)商,致力于幫助軟件開發(fā)者、營銷人員以及IT用戶構(gòu)建、啟動(dòng)并運(yùn)營有關(guān)文檔管理和博客系統(tǒng)的網(wǎng)站。

????譯者:項(xiàng)航

????

????Not long ago pundits were declaring the death of email due to the rise of Social Networks. They were wrong.

????Earlier this week, Chris Dixon, one of my favorite writers and investors, wrote a piece on what he sees as the inevitable decline of the web as the world transitions to mobile computing. The thesis is simple -- mobile is dominating, and apps dominate mobile. Ergo, the web is dead. However, Chris misses a critical distinction that must be made to understand the future (or possible non-future) of the web. 'the web' heretofore has meant two things:

????1) A distributed platform for publishing content globally

????2) A frictionless delivery system for Internet-enabled software

????Unfortunately, these two things are often conflated, which has led to countless confused conversations. My favorite recent example has been the Healthcare.gov debacle. The actual 'website' for marketing content performed flawlessly. The tremendously more complex 'software' for managing healthcare enrollment was the part that fell over. Yet in the end, the conversation was distilled to "How could President Obama screw up a simple website?"

????Webapps = software, websites = content. The two serve separate purposes.

????So here's the truth in Chris's post: Clearly, mobile will be the dominant medium for computing. Rich native mobile apps provide a significantly better customer experience over web apps loaded via a mobile browser. For this reason, Internet- enabled software will transition primarily to mobile apps.

????However, that doesn't mean mobile apps will displace the web as the world's primary publishing platform. More devices and more users will only drive demand for more and better content. Content will continue to be primarily published via the web.

????Newsflash! Hardly anybody uses publishing company's mobile apps for content consumption -- they stink. Uber (an obviously mobile-centric company) has a stunning website for a reason – it's central to how they market themselves as a lifestyle brand. Mobile apps, such as Twitter (TWTR), will only make it easier for consumers to discover and share great content and therefore make the web more integral to the Internet over time.

????Indeed in the era of mobile, the web will live on and prosper.

????Zachary Rosen is co-founder and CEO of Pantheon, a San Francisco-based professional website platform for developers, marketers, and IT users to build, launch, and run all their Drupal & WordPress websites.

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