Chris Anderson (Wired): Technology's Long Tail

44,311 views ・ 2007-04-30

TED


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翻译人员: Jenny Yang 校对人员: Haohao Chen
00:25
I'd like to speak about technology trends,
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我想谈谈技术的发展趋势。
00:29
which is something that many of you follow --
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那是你们很多人关注的问题
00:33
but we also follow, for related reasons.
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我们因为相关的原因也关注它。
00:37
Obviously, being a technology magazine, technology trends
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显然,做为技术杂志,
00:40
are something that we write about and need to know about.
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技术趋势是我们需要撰写和了解的东西。
00:44
But also it's part of being any monthly magazine --
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但是和所有月刊一样,
00:47
you live in the future. And we have a long lead-time.
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你们读者生活在未来。所以我们需要提前准备。
00:50
We have to plan issues many months in advance;
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我们每一期杂志都是几个月前就需要准备,
00:52
we have to guess at what public appetites are going to be six months,
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我们需要揣测六个月以后公众的阅读口味,
00:55
nine months down the road. So we're in the forecasting business.
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甚至九个月以后的。所以我们做的是预报工作。
01:00
We also, like a lot of companies, create a product
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我们也和其他公司一样,创造产品
01:02
that's based on technology trends.
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那是建立在技术走势的基础上的产品
01:03
In this case, ours is about ideas and information, and, if we're lucky,
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在这种情况下, 我们的产品是思想和信息,如果幸运的话
01:08
some entertainment. But the concept's quite the same.
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还有一些娱乐,但是概念是一样的。
01:12
And so we have to understand
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所以我们需要了解
01:14
not only why tech's important, where it's going,
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不但为什么某些技术是重要的,它们朝哪个方向发展
01:16
but also, very importantly, when -- the timing is everything.
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更重要的是,什么时候 ─ 时间就是一切
01:22
And it's interesting, when you look at the predictions made
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有趣的是,当你回顾一些预言
01:26
during the peak of the boom in the 1990s, about e-commerce,
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那些在90年代技术爆炸高潮期关于电子商务的预言
01:31
or Internet traffic, or broadband adoption, or Internet advertising,
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或者有关互联网流量,宽带使用和网络广告的预言
01:36
they were all right -- they were just wrong in time.
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他们都是正确的,只不过预言的时间不对
01:40
Almost every one of those has come true just a few years later.
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而且几乎所有这些都在几年以后成为现实。
01:43
But the difference of a few years on stock-market valuations
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但是几年时间在股票市场价值上造成的差异
01:47
is obviously extreme. And that's why timing is everything.
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显然是巨大的。所以说时间就是一切。
01:52
You've probably seen something like this before.
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你以前很可能也见过这个。
01:54
This is the classic Gartner Hype Curve, which talks about
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这是经典的Gartner Hype曲线,讲述了
01:56
kind of the trajectory of a technology's lifespan.
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技术生命周期的轨迹
01:59
And just for fun, we put a bunch of technologies on it,
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为了好玩,我们在上面放过很多技术
02:01
to show whether they were kind of rising for the first high peak,
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来展示它们是正在迎接第一个高峰来临的上升期
02:05
or whether they were about to crash
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还是将要毁灭,
02:06
into the trough of disillusionment,
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跌入低谷期,
02:09
or rise back in the slope of enlightenment, etc.
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或是回到攀升期,徘徊期
02:14
And this is one way to do technology forecasting: get a sense
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这是预测技术走势的一种方法,估算一下
02:17
of where technology is and then anticipate the next upturn.
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技术在哪里,然后预见下一个转机
02:21
We tend to do any technology that we think is sufficiently important;
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我们倾向于分析任何我们认为足够重要的技术
02:24
we'll typically do it twice. Once, we want to do it first.
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我们通常做两次,第一次是为了抢先
02:28
We want to be the first to do it, for the geeks who appreciate that,
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第一次是为那些喜欢获取这些信息的奇客而做,
02:31
we'll catch it right there at the technology-trigger.
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我们会在萌芽期抓住了这些新技术。
02:33
You can see in 1997, we put Linux on the cover.
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你们可以看到我们把 Linux 放在了1997的封面上
02:37
But then it comes back. And sufficiently big technologies
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然而它们又会回来。任何重大技术
02:41
are going to hit the mainstream, and they're going to burst out.
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都会进入主流,然后爆发。
02:43
And then it's time to do it again. Last year.
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所以去年, 就是再做一次的好时机
02:48
And that's one way that we try to time technology trends.
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这就是我们为技术趋势计时的一种办法。
02:52
I'd like to talk about a way of thinking about technology trends
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我还想说说怎样思考技术趋势。
02:55
that I call my "grand unified theory of predicting the future,"
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我可以将之称为预言未来的宏大统一理论,
02:59
but it's closer to a petite unified theory of predicting the future.
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但是其实它更接近预言未来的袖珍统一理论。
03:05
It's based on the presumption, the observation even,
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它是基于假定甚至观察。
03:08
that all important technologies go through four stages in their life --
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那就是: 所有的重要技术都经历过四个阶段--
03:13
at least one of the four stages, sometimes all four of the stages.
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至少四个中的一个阶段,有时是所有四个阶段。
03:17
And at each one of these stages, can be seen as a collision --
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而其中的每个阶段都可以被看做一次撞击。
03:22
a collision with something else --
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一次与其他的事物的撞击--
03:25
for example, a critical price-line that changes both the technology
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比如,一个临界价格线会改变技术
03:29
and also changes its effect on the world. It's an inflection point.
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和它对世界的影响。它是一个转变的契机。
03:33
And these are the inflection points that tell you
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这些契机会告诉你
03:36
what the next chapter in that technology's life is going to be,
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这项技术的下一个篇章是什么,
03:40
and maybe how you can do something about it.
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以及你可以对它做些什么。
03:44
The first is the critical price.
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第一阶段就是临界价格
03:46
The first stage in a technology's advance
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技术发展的第一个阶段是
03:48
is that it'll fall below a critical price.
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它的价格降到临界价格以下。
03:52
After it falls below a critical price, it will tend,
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当它低于临界价格后,
03:54
if it's successful, to rise above a critical mass, a penetration.
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如果它是一种成功的技术, 就会超越临界量, 形成突破。
03:59
Many technologies, at that point, displace another technology,
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很多技术在各这个时候就取代了另一个技术,
04:05
and that's another important point.
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这也是另外一个重点。
04:09
And then finally, a lot of technologies commoditize.
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最终,很多技术商品化了。
04:12
Towards the end of their life, they become nearly free.
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接近它们生命周期的尾声时,它们就几乎成了免费的了。
04:15
Each one of those is an opportunity to do something about it;
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这其中, 每个阶段都提供了机会给我们。
04:18
it's an opportunity for the technology to change.
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它是一种技术转折的机会。
04:20
And even if you missed, you know, the first boom of Wi-Fi --
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即便是你错过了第一阶段,比如第一波 Wi-Fi 热潮
04:24
you know, Wi-Fi did the critical price, it did the critical mass,
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你知道,Wi-Fi经历了临界价格和临界量两个阶段
04:28
but hasn't done displacement yet, and hasn't done free yet --
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但是它还完成取代阶段,更还没去到免费的阶段 ─
04:31
there's still more opportunity in that.
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所以其中还有机会。
04:33
I'd like to demonstrate what I mean by this
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我想用DVD的故事来说明
04:35
by telling the story of the DVD,
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我想表达的意思。
04:37
which is a technology which has done all of these.
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因为这个技术已经经历了所有这些阶段。
04:40
The DVD, as you know, was introduced in the mid-1990s
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众所周知,DVD 在九十年代中期开始进入市场。
04:43
and it was quite expensive. But you can see that by 1998,
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那时它还很贵。但是到了1998年,
04:48
it had fallen below 400 dollars, and 400 dollars was a psychological threshold.
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它的价格跌到了400美元以下,400美元是个关键的心理价位,
04:53
And it started to take off. And you can see that the units
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于是它开始腾飞了,你们可以看见产品销量
04:57
started to trend up, the hidden inflection point -- it was taking off.
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呈上升趋势,这是一个潜在的转折点,从此迅速上升。
05:03
The next thing it hit, a year later, was critical mass. In this case,
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一年以后,它进入下一个阶段,也就是临界量。
05:08
20 percent is often a good proxy for critical mass in a household.
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通常,20% 的家庭拥有量是技术达到临界量的一个合理标志。
05:12
And what's interesting here
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有趣的是
05:14
is that something else took off along with it: home-theater units.
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另一个随之腾飞的是家庭影院设备
05:19
Suddenly you have a DVD in the house;
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突然你家里有了DVD
05:21
you've got high-quality digital video;
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你有了高质量的数字化视频图象,
05:23
you have a reason to have a big-screen television;
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你也就有了购买大屏幕电视的理由
05:25
you have a reason for Dolby 5.1 surround-sound.
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有了购买杜比 5.1 环绕立体声系统的理由。
05:29
And maybe you have reasons for starting to connect them,
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你也有了把它们连在一起
05:31
and bring the rest of your entertainment in.
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并也连接起其他娱乐设备的理由。
05:33
What's interesting also is -- note that Netflix was founded in 1999.
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有趣的是,Netflix 是1999 年成立的。
05:37
Reed Hastings is here. He clearly saw that that was a moment,
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Reed Hastings 今天也在这里。他当时清楚地看到了这一刻,
05:42
that was an inflection point that he could do something with.
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认识到这是他可以有所作为的转折点,
05:46
The next phase it hit was displacement.
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下一个阶段就是取代,
05:48
You can see around 2001 it finally out-sold the VCR.
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你们可以看到,到了2001年,它的销售量超越了录像机
05:52
And here too, you can see the implications in the world at large.
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从这里,你可以纵观这在全球的影响
05:58
Netflix was right -- the Netflix model could capitalize on the DVD
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Netflix 是对的,Netflix 可以用一种
06:02
in a way that the video-rental stores couldn't.
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录像出租店无法做到的模式来经营DVD。
06:05
Among the DVD's many assets is that it's very small;
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DVD众多的特点之一就是它很小
06:08
you can stick it in the mailer and post it cheaply.
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你可以把它放在信件里,很便宜地邮寄。
06:11
That gave an advantage; that was an implication
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这就提供了优势;这种技术崛起的含义
06:15
of the technology's rise that wasn't obvious to everybody.
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并不是那么显而易见的。
06:19
And then finally, DVDs are approaching free.
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最后呢,DVD机几乎接近免费。
06:22
There's a company called Apex, a no-name Chinese firm,
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有一个叫Apex的公司,一个默默无闻的中国公司。
06:24
who has, several times in the past year, been the number-one
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在过去的几年里,已经好几次成了DVD
06:28
DVD seller in America. Their average price, for last year, was 48 dollars.
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在美国销售的大户。去年它们的平均价格是48美元。
06:35
You're aware of the
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你大概也知道
06:37
perhaps apocryphal Wal-Mart stampede
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沃尔玛曾用难以置信的
06:41
over the 30-dollar DVD.
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30美元的低价DVD机来吸引大促销时的狂潮。
06:45
But they're getting very, very cheap,
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但是,它们的确变得非常便宜。
06:47
and look at the interesting implication of it. As they get cheaper,
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结果呢,当它们变得更为便宜,
06:51
the premium brands, the Sonys and such, are losing market share,
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高档的品牌,比如Sony, 就失去了市场份额,
06:54
and the no-names, the Apexes, are gaining them.
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而无名的Apex们,则会获取这些市场份额。
06:56
They're being commodified, and that's what happens
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它们被商品化了,这就是
06:58
when things go to zero. It's a tough market out there.
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当事物触及最低点时会发生的事情。市场竞争是残酷的。
07:03
(Laughter)
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(笑声)
07:06
Now they've introduced these four ways of looking at technology,
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现在,介绍了看待技术的四种方法:
07:09
these four stages of technology's life.
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技术的四个发展阶段。
07:11
I'd like to talk about some other technologies out there,
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我再想说一下另外一些技术,
07:14
just technologies on our radar -- and I'll use this lens,
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我们一直关注的一些技术,我将用这个视角,
07:17
these four, as a way to kind of tell you
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这四个发展阶段,来告诉你
07:19
where each one of those technologies is in its development.
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每一种技术在发展的哪个阶段。
07:22
They're not necessarily the top-10 technologies out there --
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它们不一定是最顶尖的前10种技术
07:25
they're just examples of technologies
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它们只是
07:26
that are in each one of these periods.
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正处于其中一种阶段的例子。
07:29
But I think that the implications of them approaching
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但是我觉得琢磨它们的走向
07:32
these crossovers, these intersections, are interesting to think about.
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这些十字路口,这些转折的交叉口,是很有趣味的。
07:35
Start with gene sequencing.
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先从基因测序说起
07:37
As you probably know, gene sequencing -- in a large part,
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如你所知,大部分的基因测序
07:40
because it's built on computers -- is falling in price
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是在计算机上做的,因此价格正在
07:43
at a kind of a Moore's Law-like level.
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象摩尔定义预测的那样下跌
07:45
It is now possible -- will be possible,
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现在这已经是可能的 ─ 将是可能的,
07:48
and if Craig Venter indeed comes today,
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如果 Craig Venter 今天来了的话
07:51
he may tell you something about this --
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他会告诉你
07:52
to sequence the human genome for 40 million dollars by the end of this year.
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到今年年底,只要4千万美元就可以完成人类基因排序
07:57
That's as opposed to billions just a few years ago.
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在几年前,这需要几十亿。
08:02
You know, our ability to capture the tools of creation
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你们知道,我们已经越来越接近
08:07
is getting closer and closer.
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掌握创造天地万物的工具
08:09
What's interesting is that at the same time, the number of genes
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有趣的是,我们发现的基因数量也
08:12
that we're discovering is rising very quickly.
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迅速地增长
08:14
Each one of these genes has potential diagnostic test.
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每一种基因都有诊断试验的潜力。
08:17
There will come a day
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终有一天
08:19
when you can have hundreds of thousands of tests done, very cheaply,
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当成千上万的试验可以很廉价地完成时,
08:23
if you want to know. You can learn about your own mosaic.
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如果你感兴趣,你可以了解你的基因镶嵌。
08:28
Here's another technology that's approaching a critical price.
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这里是另一个技术接近临界价值的例子。
08:31
This is a fascinating research from WHO that shows the effect
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一个世界卫生组织令人惊喜的研究展现了
08:35
of generic drugs on anti-retroviral drug compounds and cocktails.
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非专利药对治疗艾滋病的抗逆转录病毒复合药和鸡尾酒药的影响。
08:42
In January 2000, the price was 10,000 dollars, or 27 dollars a day.
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2000年1月时,它的价格是1万美元,也就是27美元一天
08:48
The generics came in, first in Brazil and elsewhere,
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非专利药最先是从巴西引进的,
08:51
and the effect was just dramatic on pricing.
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它对价格的影响是引入注目的,
08:55
Today it's less than 50 cents a day.
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今天它的价格已经是低于50美分一天。
09:00
And what's interesting is if you look at the price elasticity,
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最有意思的是,如果你观察价格弹性,
09:05
if you look at the correlation between these two,
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如果你观察两者的相互关系,
09:08
as the anti-retrovirals come down, the number of people you can treat
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抗逆转录病药的价格下降,能够得到治疗
09:11
goes radically up. And the Clinton Foundation and WHO
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的人数就急剧上升。克林顿基金会和世界卫生组织
09:17
believe that they can treat three million people worldwide by 2005 --
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相信到2005年他们可以给全世界3百万人提供治疗--
09:21
two million in sub-Saharan Africa.
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其中2百万在撒哈拉以南的非洲
09:23
And the falling price of drugs has a lot to do with that.
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药价的降低对这起到了很大的作用。
09:26
Linux is another good example.
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Linux 是另外一个例子。
09:28
Now we've switched to critical mass.
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现在我们换过来讲临界量。
09:30
These are now technologies that are hitting critical mass.
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有一些技术现在正即将到达临界量。
09:32
If you look here, here's Linux in red, and it's hit 20 percent.
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你看这里,Linux是红色的,它到达了20%,
09:38
Interestingly, it's done a crossover before,
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有趣的是,它们以前也交叉过,
09:40
but not the crossovers that matter.
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但是那个交叉并不重要,
09:42
The crossover that's going to matter is the one with the blue.
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重要的是和蓝线的交叉。
09:45
But you can look and see the direction those lines are going,
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但是你可以看见这些曲线的走向
09:47
you can see that at the 20 percent, it's now taken seriously.
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你可以看见到了20%,它就显得像模像样了。
09:50
It's not just for the geeks any more.
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它不再只是奇客专用的了
09:54
That is, I imagine, what people in Redmond
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我想,这就是让在Redmond的人们
09:56
wake up in the middle of the night thinking about.
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半夜里辗转难眠的问题。
09:58
(Laughter)
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(笑声)
10:00
Another technology that we see all around us out here is hybrid cars.
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另外一个在我们身边存在的技术是混合动力轿车。
10:04
I don't know whether anybody has a Prius 2004, but they're fantastic.
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我不知道你们中间谁有2004年的Prius车,它们真很不错。
10:07
And if you look at the trends here, by about 2008 --
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你们看看这里的趋势:到2008年,
10:11
and I don't think this is a crazy forecast --
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我觉得这并不是什么疯狂的预测,
10:13
they'll be two percent of auto sales.
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它们会占到汽车销售的百分之二。
10:15
Two percent isn't 20 percent, but in the car business,
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百分之二虽然不是百分之二十,但是对于进程缓慢的汽车行业,
10:18
which is slow moving, that's huge; that's arrival.
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这就是巨大的发展,而它正在降临。
10:24
At two percent, you start seeing them on the roads everywhere.
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到达百分之二后,它们会在路上随处可见。
10:27
And what's interesting about the hybrids taking off
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而关于混合动力轿车的腾飞最有意思的是
10:31
is you've now introduced electric motors to the automobile industry.
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人们将电动马达引入了汽车工业。
10:35
It's the first radical change in automobile technology in 100 years.
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这是100年来汽车工业技术的首要重大改变。
10:39
And once you have electric motors, you can do anything:
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而有了电动马达以后,你可以做任何事情:
10:42
you can change the structure of the car in any way you want.
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你可以随意地改变汽车的构造
10:45
You can have regenerative braking; you can have drive-by-wire;
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你可以做再生制动,你可以做电传线控,
10:48
you can have replaceable body shapes --
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你可以做可替换的车身 ─
10:50
it's a little thing that starts with a hybrid,
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从混合动力轿车这一小事开始,
10:52
but it can lead to a whole new era of the car.
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它会引导汽车业走向一个新的时代。
10:55
Voice Over IP is something you may have heard something about.
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你也许听说过在IP网上传输话音
10:58
Again, it's kind of coming out of nowhere;
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这又是一个不知从哪儿冒出来的东西,
10:59
it's a little hard to use right now.
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现在还不太好用。
11:01
There's a company created by the Kazaa founders called Skype.
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Kazza 的创始人建立了一个公司叫 Skype。
11:05
Look at these numbers. They launched it in August of last year;
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来看一下数字,他们是去年8月启动的,
11:08
they already have nearly four million registered users --
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现在已经有了4百万注册用户。
11:13
that's critical mass.
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这就是临界量。
11:16
And the same thing's happening on the carrier side.
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同样的事情在电讯公司也发生了
11:19
You're looking at IP taking over from some of the traditional
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你可以看到IP正在取代传统的
11:23
telecom standards. This is a tipping point --
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电讯标准,这是一个引爆点
11:27
if Malcolm's here, forgive me -- and it's going to change the economics,
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如果 Malcom 在这里的话,请原谅我,这将会改变
11:31
and the speed, and the players in the industry.
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这个行业的经济模式,速度,和玩家。
11:35
It's going to look a little bit like that.
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这个看上去有点象那样的情况。
11:41
And finally, free. Free is really, really interesting.
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最终,免费。免费是真的非常非常有意思。
11:47
Free is something that comes with digital, because
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免费是随数字化而产生的
11:53
the reproduction costs are essentially free. It comes with IP,
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因为复制的成本基本上是免费的,免费随着IP而来,
11:59
because it's such an efficient protocol. It comes with fiber optics,
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因为这是一个非常有效的协议。 免费从光纤技术而来,
12:02
because there's so much bandwidth.
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因为它带来了那么多的带宽。
12:03
Free is really, you know, the gift of Silicon Valley to the world.
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你要知道,免费才是硅谷带给世界的礼物。
12:08
It's an economic force; it's a technical force.
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这是一股经济力量,也是一股技术力量。
12:11
It's a deflationary force, if not handled right.
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如果处理不当, 还会是一股通缩力量。
12:15
It is abundance, as opposed to scarcity.
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这是一种丰盛而不是稀缺。
12:18
Free is probably the most interesting thing.
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免费大概是最有意思的事情。
12:20
And here you have just the number of songs
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这是你在一个硬盘上
12:23
that can be stored on a hard drive.
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能储存的歌曲的数量。
12:25
You know, there could be a film's [unclear] there,
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你知道那还可以用来存电影[此处不清],
12:29
but it's basically, every song ever made could be stored
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说到底,到2008年,这世界上所有的歌都可以被储存在
12:32
on 400 dollars worth of storage by 2008. It takes that entire element,
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一个价值400美元的存储器里。所以,用来储存歌曲,
12:39
the physical element, of songs off the table.
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的物理要素已经可以忽略不计了。
12:43
And you've seen the numbers.
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你也看过这些数字了。
12:44
I mean, you know, the music industry is imploding
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我的意思是说,整个音乐界正在垮掉,
12:48
in front of our very eyes, and Hollywood's worried as well.
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就在我们眼皮底下, 好莱坞也很担心。
12:51
They're facing a force that they haven't faced before.
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他们正在面临一种前所未有的压力。
12:56
And their response is draconian, and not necessarily
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而他们的反映是苛刻的,但那并不能
13:03
the one that's going to get them out of this.
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把他们从中解救出来。
13:07
And finally, I'll give you one last example of free --
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最后,我再给你们一个免费的例子
13:10
perhaps the most powerful of all. I mentioned fiber optics --
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也是最有力量的一个。我提到过光纤:
13:13
their abundance tends to make things free.
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他们的繁荣会很多东西变得免费。
13:15
This is the price of a phone call to India per minute.
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这是打到印度的国际长途每分钟的价格,
13:19
And what's interesting is that it was just 1990
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有趣的是,这是1990年的价格,
13:22
when it was more than two dollars a minute.
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那时的价格是每分钟两块多美元。
13:25
India had, still has, a regulated phone system and so did we.
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印度和我们一样有常规的电话系统
13:33
It was surprisingly non-innovative, moved very slowly,
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它令人吃惊地缺乏创造力,发展缓慢
13:38
but then there was just so much fiber out there,
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然而因为光纤多得到处都是了
13:41
you couldn't hold back, and look how quickly the price fell.
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你想不发展也不行,所以你看价格跌得非常快。
13:45
It's seven cents a minute, in many cases.
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通常现在是7美分一分钟了
13:49
And the consequence of cheap phone calling, free phone calling,
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而便宜电话费甚至免费电话引发的结果呢
13:54
to India, is the pissed-off programmer, is the outsourcing.
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是怨气冲天的计算机程序员,是工作外包,
13:59
It is probably one of the most dramatic shifts in globalization
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这大概是全球化中最戏剧性的转变,
14:03
and one of the most powerful economic tools
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也是如今我们世界上最有力的
14:06
that we're seeing in our world today.
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经济工具。
14:07
The force of India, and then China, and any other country
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印度,中国,和任何其他国家的人
14:12
that can contact our markets
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都可以联络我们的市场。
14:14
and will work with our companies -- because the communications are free --
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通讯免费使得他们可以和我们的公司合作 ─ 这股影响力
14:19
is just beginning to be felt.
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才刚刚被我们所知。
14:21
And I think that's probably one
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而我认为,这也许就是
14:22
of the most important technology trends that we're looking at today.
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我们今天应该关注的最重要的技术趋势。
14:24
Thank you.
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谢谢。
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