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王者之爭:Facebook與谷歌決戰(zhàn)未來(下)

王者之爭:Facebook與谷歌決戰(zhàn)未來(下)

Miguel Helft/Jessi Hempel 2011-11-08
兩大網(wǎng)絡(luò)巨頭的激烈競爭體現(xiàn)在從人才到產(chǎn)品到客戶的方方面面。如今,Google+已經(jīng)上線,獲得了不俗的口碑,對(duì)此,F(xiàn)acebook正嚴(yán)陣以待,厲兵秣馬。因?yàn)樵瞬窈芮宄?,現(xiàn)在社交網(wǎng)絡(luò)領(lǐng)域已經(jīng)不再是一家獨(dú)大的局面,一旦Facebook有任何閃失,Google+完全有能力隨時(shí)接管它的用戶。

????扎克伯格注意到了谷歌在移動(dòng)領(lǐng)域的優(yōu)勢,因此轉(zhuǎn)向谷歌在移動(dòng)領(lǐng)域最大的競爭對(duì)手——蘋果公司(Apple),開始加強(qiáng)雙方的關(guān)系。據(jù)知情人士透露,F(xiàn)acebook與蘋果已經(jīng)進(jìn)行了數(shù)輪磋商。或許是因?yàn)閮杉夜驹?jīng)的過節(jié),目前雙方尚未找到可行的合作方式。去年蘋果曾試圖將圍繞iTunes建立的社交網(wǎng)站Ping與Facebook互聯(lián),但卻被Facebook以所謂技術(shù)問題予以回絕。蘋果公司很少會(huì)公開指責(zé)其他公司的行為,但此次史蒂夫?喬布斯甚至親自召集媒體,表達(dá)了他的不滿。此外,蘋果在其最新版本的移動(dòng)操作系統(tǒng)上選擇了與Twitter合作,而不是Facebook,這也對(duì)雙方的合作商談產(chǎn)生不利影響。不過雙方的磋商仍在繼續(xù),因?yàn)樗麄兌记宄Y(jié)盟有助于對(duì)付共同的競爭對(duì)手谷歌。

????也許你會(huì)問:假如這是一場戰(zhàn)爭,那么誰將是最終的贏家?這個(gè)問題非常復(fù)雜。谷歌的社交媒體業(yè)務(wù)有兩個(gè)目標(biāo):一方面是遏制Facebook 的發(fā)展勢頭;另一方面則是利用Google+收集的數(shù)據(jù)來改善谷歌的搜索、地圖服務(wù)和廣告等業(yè)務(wù)。剛鐸與佩奇都表示,后一個(gè)目標(biāo)更為重要。剛鐸稱:“根據(jù)這個(gè)目標(biāo),我們可以進(jìn)一步改善搜索體驗(yàn),提高YouTube與Gmail的性能,并使廣告更具相關(guān)性。Google+將幫助改善公司的所有業(yè)務(wù)。”

????為了實(shí)現(xiàn)這個(gè)目標(biāo),谷歌并不需要打敗Facebook,但它必須坐上社交領(lǐng)域名副其實(shí)的第二把交椅。如果說把谷歌與Facebook的關(guān)系比作赫茲租車公司(Hertz,全球最大的租車公司——譯注)與安飛士汽車租賃公司(Avis,全球第二大租車公司——譯注),或許很離譜。搜索引擎技術(shù)網(wǎng)站Search Engine Land的編輯丹尼?蘇利文稱:“就目前的形勢來看,谷歌更像是富田租車公司(Thrifty Car Rental)?!币赖降诙唬雀栊枰谏缃活I(lǐng)域加大投入。例如,今年10月,一家科技博客網(wǎng)站報(bào)道稱,包括執(zhí)行董事長埃里克?施密特在內(nèi)的多位谷歌高管自己都還沒有開通Google+賬戶。幾天后,施密特的賬戶便悄然出現(xiàn)在Google+上。此外,谷歌還需要其他推動(dòng)力,那就是提供不同于Facebook的價(jià)值定位,說服大量用戶轉(zhuǎn)投其陣營,或至少是同時(shí)成為這兩家社交網(wǎng)站的活躍用戶。目前,我們還無法知曉在Google+的4,000萬賬戶中,有多少用戶在實(shí)際使用該網(wǎng)站。谷歌自然不會(huì)透露這一數(shù)據(jù)。當(dāng)被問及用戶為什么應(yīng)轉(zhuǎn)投Google+時(shí),谷歌高管一再表示,傳統(tǒng)的在線共享功能已被顛覆(這話還是去跟Facebook的8億用戶說吧),而通過圈子功能,Google+用戶可以分享他們在真實(shí)世界的任何活動(dòng)(但Facebook現(xiàn)在也具備了這項(xiàng)功能)。

????對(duì)于Facebook來說,Google+上線伊始的成功意味著一旦扎克伯格出現(xiàn)失誤,后果將難以承受。過去Facebook經(jīng)常出現(xiàn)產(chǎn)品失策和用戶隱私泄露的問題,但基本都得到了外界的諒解,或者不了了之,公司并未遭到過多責(zé)難。從現(xiàn)在起,如果Facebook惹惱用戶,Google+將很樂意接收他們,當(dāng)然,他們的朋友也自不必說。因此,扎克伯格現(xiàn)在在繼續(xù)前進(jìn)的同時(shí),還必須密切關(guān)注佩奇和谷歌的動(dòng)向。扎克伯格也許可以對(duì)Facebook在用戶總數(shù)上的領(lǐng)先感到欣慰,對(duì)成功挖到數(shù)十位谷歌高端人才竊喜不已,但佩奇在補(bǔ)充谷歌人員儲(chǔ)備方面根本沒有什么難度。在最近的這個(gè)季度,谷歌新增近2,600名員工,幾乎相當(dāng)于Facebook的員工總數(shù)。而新招募的員工肩負(fù)著一個(gè)明確的使命:將谷歌打造成為社交網(wǎng)絡(luò)世界的超級(jí)巨頭。

????譯者:阿龍/汪皓

????That last point is not lost on Zuckerberg. It has prompted him to seek closer ties with Google's biggest rival in mobile: Apple (AAPL, Fortune 500). The two companies have held multiple rounds of discussions, according to people with knowledge of the talks. But they have yet to find a compelling way to collaborate, perhaps because their courtship got off to a rocky start. Last year Facebook rebuffed Apple's attempt to connect Ping, a new social network built around iTunes, with Facebook, purportedly for technical reasons. It was a rare public rebuke for Apple, and Steve Jobs personally called some reporters to voice his displeasure. That Apple chose to bake Twitter, not Facebook, into the most recent version of its mobile operating system has not helped. Still, the two companies continue to talk, knowing full well that an alliance could help them fend off a common enemy.

????We know what you're probably thinking: If this is a war, who's going to win? The answer is not straightforward. Google has two goals with social media: One is to slow the momentum of Facebook; the other is to use data from Google+ to improve things like search, maps, and ads. Both Gundotra and Page say the latter goal is the more important one. "We can make search better," Gundotra says. "We can make YouTube and Gmail better. We can make our ads more relevant." He later adds: "Google+ will touch every aspect of Google."

????To meet its goals, Google doesn't need to best Facebook, but it needs to become a credible No. 2. Think Avis to Facebook's Hertz. That's a ways off. "At this point, it's more like Thrifty Car Rental," says Danny Sullivan, the editor of Search Engine Land. To get there, Google needs to drink even more of the social Kool-Aid than it has. Consider this: In October a tech blog reported that several top Google officials, including Eric Schmidt, the executive chairman, had not even set up their own accounts on Google+. A few days later Schmidt's account quietly appeared on the site. Google also needs something else: a value proposition that is different from Facebook's and that compels users to switch in large numbers -- or at least to be active on both sites. At this point, it is not clear how many of the 40 million people with Google+ accounts actually use the site. Google won't say. And when asked why anyone should switch to Google+, executives there say again and again that online sharing is broken (tell that to Facebook's 800 million members) and that with Circles, Google+ users can share as they do in the real world (never mind that Facebook has matched that capability).

????For Facebook, the early successes of Google+ mean Zuckerberg can no longer afford to screw up. In the past, Facebook's frequent product missteps and privacy snafus were by and large forgiven or forgotten. From now on, Google+ will stand at the ready, more than happy to welcome any disgruntled Facebook users -- not to mention their friends. In other words, as he soldiers on, Zuckerberg must now keep an eye on Page and his troops. Yes, Zuckerberg may feel good about Facebook's gaping lead in users and about having poached dozens of Google's prized brainiacs. But Page has had no problem replenishing Google's ranks. In the most recent quarter, Google added nearly 2,600 employees. That's almost as many people as work at Facebook, and they have a clear mandate: to turn Google into a superpower of the social web.

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