How India's smartphone revolution is creating a new generation of readers and writers | Chiki Sarkar

65,747 views ・ 2019-01-31

TED


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翻译人员: Carol Wang 校对人员: jacks peng
00:13
Look all around you.
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环顾一下四周。
00:14
Whether you're in a subway, a park, an airport, a restaurant,
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无论是在地铁、公园、机场、餐馆,
00:20
even at this conference,
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甚至现在这个会议上,
00:22
all of you have a phone in your hands or maybe in your pockets.
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每人手里都有一部手机, 或者身上揣着手机。
00:25
How many of you have a book?
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你们有多少人带着一本书呢?
00:27
Very few, right?
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几乎没有, 对吧?
00:29
This is the sight that used to greet me
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这正是我走出办公楼时,
00:30
every time I walked out of my office block.
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每每映入眼帘的景象。
00:33
I was surrounded by a sea of 20-something professionals
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我周围是一大群20几岁的专业人士,
00:36
glued to their phones.
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他们都手机不离手,
00:38
And not a single one had a book in their hands.
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没有一个人手里拿的是书。
00:41
And this used to make me very, very frustrated.
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这点曾让我非常、非常沮丧。
00:44
I was a bookworm all my life.
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我一生都是个书虫,
00:46
Books formed the milestones of my life.
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书籍构成了我生命中的里程碑。
00:49
The first man I fell in love with was Mr. Darcy.
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我爱的第一个男人是Mr. Darcy (注:《傲慢与偏见》的男主角),
00:52
I first read "Harry Potter" when I was 21, on a summer break from college.
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21岁那年的大学暑假里, 我第一次读了《哈利波特》,
00:58
And I remember the first night I spent in a little flat I bought in my mid-20s,
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我还记得在25岁左右时买的 一套小公寓里度过的第一个晚上,
01:03
very proudly,
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我对此非常自豪,
01:04
and I spent the whole night reading "The Da Vinci Code."
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我通宵读了《达芬奇密码》。
01:07
And then I'm going to make a terrible confession:
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接下来,我还要坦白告诉各位:
01:09
even today, when I'm low, I get into bed with "War and Peace."
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即使在今天,当我心情不好时, 我还会让《战争与和平》陪伴我入睡。
01:13
Don't laugh.
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请别笑。
01:14
(Laughter)
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(笑声)
01:16
But I was also like all those people I saw around me:
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但我也和周围的人一样:
01:19
I, too, lived on my phone.
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离不开手机。
01:21
I ordered my groceries online,
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我在网上买食品和日用品,
01:23
and soon my app knew that I needed a monthly dose of diapers.
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很快,我的应用程序就知道 我每月都要购买一次尿布。
01:28
I booked my cinemas on my phone.
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我在手机上订电影票,
01:31
I booked planes on my phone.
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在手机上订飞机票。
01:33
And when I did the long commute back home like most urban Indians,
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和多数印度城里人一样, 我下班的通勤时间很长,
01:38
and was stuck in traffic,
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当堵在路上时,
01:40
I passed the time on WhatsApp, video-chatting my twin.
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我会通过在WhatsApp上和 双胞胎姐姐视频聊天来打发时光,
01:45
I was part of an extraordinary revolution that was happening in India.
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我也亲历了发生在印度的伟大革命。
01:49
Indians are the second-largest users of smartphones in the world.
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印度的智能手机用户数量位列全球第二,
01:54
And data prices have been slashed so radically
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数据流量价格的持续大幅下降,
01:58
that half of urban India and even a part of rural India
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让印度一半的城市人, 甚至还有一部分农村人
02:02
now have a smartphone with a data connection in their hands.
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用上了能上网的智能手机。
02:05
And if you know anything about India,
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如果你对印度略知一二的话,
就会知道“印度城市人口的一半” 几乎相当于整个美国的人口,
02:07
you'll know that "half" means, like, all of America or something.
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02:10
You know, it's large numbers.
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是的,很多人。
02:12
(Laughter)
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(笑声)
02:14
And these numbers are just growing and growing and growing.
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智能手机用户的数量还一直在上涨,
02:17
They're exploding.
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确切来说,是暴涨。
02:18
And what they're doing is empowering Indians
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他们从各个不同方面
02:20
in all kinds of extraordinary ways.
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正赋予印度新的活力。
02:22
And yet, none of these changes that I was seeing around me
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然而,我看到的周围这些变化, 对我的世界,书的世界
02:26
were reflected in my world, my world of books.
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却没有产生任何的影响和改变。
02:30
I live in a country the size of Europe,
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我生活的国家和整个欧洲差不多大,
02:33
and it only has 50 decent bookshops.
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却仅有50家像样的书店,
02:36
And Indians just didn't seem to want to read for fun.
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印度人好像对读书并不感兴趣。
02:39
So if you look at all the best-seller lists in India,
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如果你看一下印度的畅销书排行,
02:41
what you'll always find in the best-seller list
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上榜的总是一些
考试和专业技术指南类书籍。
02:44
is exam and professional guides.
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02:45
Imagine if you found the SAT guides as the "New York Times" number one seller,
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就好比“纽约时报”排名第一的 畅销书总是SAT考试指南一样,
02:49
month after month.
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如此日复一日,年复一年。
02:53
And yet, the smartphone revolution was creating readers and writers
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然而,这场智能手机革命 却催生了一个不同类别的
02:58
of a different kind.
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读者和撰稿人。
03:00
Whether it was on Facebook or WhatsApp,
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不管在脸书上,还是WhatsApp上,
03:03
Indians were writing and sharing and reading all kinds of things:
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印度人都在创作,分享和 阅读各种各样的题材:
03:07
terrible jokes, spurious pop history,
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低俗笑话、虚假流行历史、
03:11
long, emotional confessions,
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长篇情感告白、
03:14
diatribes against the government.
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抨击政府的檄文。
03:16
And as I read and shared these things, I wondered to myself,
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我阅读和转发这些东西时, 常常暗自思忖道:
03:19
"Could I get these writers and these readers,
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“我能找到这些撰稿人和读者,
03:24
could I turn them into my readers?"
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把他们变成我的读者吗?”
03:27
And so I left my plush corner office
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于是,我离开自己宽敞舒适的办公室,
03:29
and my job as the publisher of India's top publishing company,
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辞去了印度顶尖出版公司的发行人工作,
03:34
and I set up on my own.
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开始自己创业。
我搬到了位于德里市房租便宜的 波西米亚区的一个大房间,
03:36
I moved into a single large room in a cheap bohemian district of Delhi,
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03:42
with a small team.
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建立了个小团队,
03:44
And there, I set up a new kind of publishing house.
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在那里,我创办了一个新型出版社,
03:48
A new kind of publishing house needs a new kind of reader
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一个需要新型读者
03:51
and a new kind of book.
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和新颖出版物的新型出版社。
03:54
And so I asked myself, "What would this new reader want?
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所以我问自己:“新型读者想读什么呢?”
03:57
Would they prize urgency, relevance,
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他们会注重紧迫性、相关性、
04:00
timeliness, directness --
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及时性、直接性——
这些看似是他们想从 网上服务中获取的品质,
04:03
the very qualities they seem to want from their online services,
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04:06
indeed, the qualities they seem to want from life today?"
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是眼下生活中他们想要的品质吗?
04:11
I knew that my readers were always on the go.
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我深知,我的读者们总是忙个不停,
04:13
I'd have to fit into their lifestyle and schedules.
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我必须去迎合他们的 生活方式和时间安排。
04:16
Would they actually want to read a 200-page book?
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他们会想阅读一本200页的书吗?
04:19
Or would they want something a little bit more digestible?
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或者,他们想读一些更简单易懂的读物?
04:23
Indians are incredibly value-conscious,
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印度人具有令人难以置信的价值意识 ,
04:26
especially when it comes to their online reading.
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尤其是在网上阅读方面。
04:29
I knew I had to give them books under a dollar.
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我知道,给他们的书必须低于 1 美元。
04:33
And so my company was formed, and it was born.
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于是,我的公司正式成立了。
04:37
It was a platform where we created a list of stories designed for the smartphone,
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这是一个平台,我们在平台上创建了 一个为智能手机设计的故事列表,
04:43
but it also allowed amateur writers to upload their own stories,
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同时,也允许业余作家将 自己创作的故事上传到平台,
04:47
so they could be showcased along with the very writers
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这样一来,他们的作品就可以和
04:50
they read and admired.
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自己所仰慕的作家的 作品一同展示出来。
04:51
And we could also enter into other people's digital platforms.
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而且,我们和其它 数字平台也建立了联系。
04:56
So, imagine this:
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试想一下这样的场景:
04:58
imagine you're a receptionist, you've had a long day at work,
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设想自己是一名前台接待员, 在工作中度过了漫长的一天,
你在打车软件上叫了车,
05:02
you book your cab in your ride-hailing app,
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05:04
it shows up,
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车来了,
你上了车,靠在椅背上,
05:06
and you get into your car, and you lie back on your seat,
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05:08
and you put on your app.
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打开手机上的应用软件。
05:11
And you find a set of stories waiting for you, timed to your journey.
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这时你会发现一组故事已经准备好了, 就像为你的旅程而定制一样。
05:16
Imagine you're a gay young woman,
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设想自己是一位年轻的女同,
05:18
in a relatively conservative city like Lucknow, which lies near Delhi.
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住在德里附近类似勒克瑙 这样一个相对保守的城市,
05:23
There's no way your parents know about your sexuality.
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父母不可能知道你的性取向,
05:26
They'd completely freak out.
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否则他们肯定会崩溃。
05:28
Would you like lesbian love stories written in Hindi, priced under a dollar,
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你是否喜欢在手机上 秘密阅读印地语写的,
05:34
to be read in the privacy of your phone?
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售价低于 1 美元的女同爱情故事?
我能否为读者匹配
05:37
And could I match readers
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05:39
to the events that were taking place around them in real time?
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他们周围实时发生的事情?
05:44
So we published biographies of very famous politicians
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那么在著名政治家赢得重大选举后,
05:49
after they won big elections.
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我们就出版了他们的传记。
05:52
When the supreme court decriminalized homosexuality,
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当高级法院判同性恋合法化时,
05:56
an LGBTQ collection was waiting on our home page.
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我们应用的主页就是一份LGBTQ (同性恋、双性恋和变性人请愿书)。
06:00
And when India's Toni Morrison, the great writer Mahasweta Devi died,
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当被称为印度Toni Morrisaon(美国作家)的 伟大女作家Mahasweta Devi去世时,
06:05
our readers found a short story by her as soon as news hit.
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消息刚出来,我们的读者就会 同时读到她写的短篇小说。
06:10
The idea was to be relevant to every moment of a reader's life.
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我们平台的主旨,就是与读者 生活的每一刻都息息相关。
06:15
Who are our readers?
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我们的读者是谁呢?
06:17
They're mostly young men under the age of 30.
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他们大多是30岁以下的年轻男性,
06:20
There's someone like Salil,
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有位叫Salil的读者,
06:22
who lives in a city where there isn't a modern bookshop.
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他生活在一个没有一家 现代书店的城市里,
06:25
And he comes to our app almost every day.
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他几乎每天都访问我们的手机应用。
06:28
There's someone like Manoj,
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另一位叫Manoj,
06:30
who mostly reads us during the long commute back home.
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他一般在下班乘车回家的 路上读我们推送的内容。
06:34
And there's someone like Ahmed, who loves our nonfiction
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还有一位叫Ahmed,他喜欢定价低、
06:37
that he can read in a single sitting, and that's priced very low.
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一口气就能读完的非虚构类读物。
06:42
Imagine if you're like a young, techie boy
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设想你是一名科技青年,
06:45
in India's Silicon Valley city of Bangalore.
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在印度“硅谷”城市班加罗尔工作。
06:51
And one day, you get an in-app notification
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一天, 你收到应用里的一个通知,
06:53
and it says that your favorite actress has written a sexy short story
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说你最喜欢的女演员 写了一篇性感的小故事,
06:57
and it's waiting for you.
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已经为你准备好了。
06:58
That's how we launched Juggernaut.
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我们的数字出版平台 Juggernaut就这样应运而生了。
07:00
We got a very famous ex-adult star, called Sunny Leone.
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我们有一个很有名的前成人明星, 名字叫Sunny Leone。
07:05
She's India's most Googled person, as it happens.
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在印度,碰巧她的谷歌搜索量排第一。
07:08
And we got her to write us a collection of sexy short stories
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我们请她写了一个性感的短篇故事集,
07:12
that we published every night for a week.
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连续一周,我们每晚推出一期,
07:14
And it was a sensation.
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这一举措大获成功。
07:16
I mean, no one could believe that we'd asked Sunny Leone to write.
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要知道,没人相信我们 会请Sunny Leone写故事。
07:20
But she did,
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但是,她的确写了,
07:21
and she proved everyone wrong,
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她证明大家都错了,
07:24
and she found this immense readership.
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而且还找到了自己的巨大读者群体。
07:27
And just as we've redefined what a book is and how a reader behaves,
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正如我们重新定义了什么是书, 以及读者会有什么样的行为一样,
07:32
we're rethinking who an author is.
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我们正在重新思考 什么样的人可以成为撰稿人。
07:35
In our amateur writing platform,
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在我们的业余写作平台,
07:36
we have writers that range from teenagers to housewives.
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从青少年到家庭主妇, 他们都是我们的撰稿人。
07:40
And they're writing all kinds of things.
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而且他们写的东西也五花八门。
07:42
It starts as small as a poem, an essay, a single short story ...
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从小到一首诗、 一篇文章, 一个短篇小说....开始写起,
07:48
Fifty percent of them are returning to the app to write again.
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他们中有50%的人会再次回到 我们的应用平台,继续写作。
07:52
Take someone like Neeraj.
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以Neeraj为例,
他是个中年高管,有妻子、 两个孩子,和一份好工作,
07:54
He's a middle-aged executive, wife, two kids, a good job.
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Neeraj热爱读书,
07:59
And Neeraj loves to read.
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08:00
But every time Neeraj read a book that he loved,
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但每当他读了一本自己喜欢的书,
08:03
he was also filled with regret.
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内心都会充满遗憾。
08:05
He wondered to himself if he could write, too.
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他暗自想, 自己是否也能写作。
08:08
He was convinced he had stories in his mind.
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他确信自己心里有故事。
08:11
But time and real life had happened, and he couldn't really manage it.
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但现实是残酷的, 他真的做不到。
08:16
And then he heard about the Juggernaut writer's platform.
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后来,他听说了我们的 数字出版平台Juggernaut,
08:19
And what he loved about it was that he felt this was a place
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而他最喜欢的是,在这里,
08:23
where he could stand head and shoulders, equally,
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他觉得自己可以和最钦佩的作家
08:26
with the very writers that he most admired.
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平起平坐。
08:29
And so he began to write.
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于是,他开始了创作。
08:31
And he snatched a minute here, an hour there,
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他这里挤 1 分钟,那里凑1 个小时,
在机场等候转机的间隙,或者深夜,
08:35
in between flights in airports,
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08:37
late at night, when he had a little bit of time on his hands.
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但凡他手头有一点时间,都用来写作,
08:40
And he wrote this extraordinary story for us.
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最终,他为我们写了一个超级棒的故事。
08:43
He wrote a story about a family of assassins
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这个故事是围绕一个刺客家庭展开,
这一家人都住在老德里蜿蜒的小巷里。
08:46
who lived in the winding lanes of Old Delhi.
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08:49
We loved it, it was so fresh and original.
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我们很喜欢这个故事, 它是如此鲜活和新颖。
08:52
And before Neeraj knew it, he'd not only scored a film deal
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很快, Neeraj不但 有机会将故事拍成电影,
08:56
but also a second contract to write another story.
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还签了第二个故事的合约。
09:00
Neeraj's story is one of the most read stories on our app.
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Neeraj 的故事是我们平台上 阅读量最多的故事之一。
09:05
My journey is very, very young.
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我的创业旅程非常、非常短,
09:08
We're a two-year-old company, and we have a long way to go.
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公司成立才两年,我们还有很长的路要走。
09:12
But we already, and we will by the end of this year,
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不过我们会在今年年底前,
09:16
have about half a million stories, many priced at under a dollar.
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拥有大约 50 万个故事, 很多售价不足 1 美元。
我们的大多数读者喜爱阅读,
09:21
Most of our readers love reading
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09:23
and trying out authors they've never, ever heard of before.
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并且会尝试阅读那些他们 以前从未听过的作者的作品,
09:27
Thirty percent of our home page reads
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我们 30% 的主页阅读
09:29
comes out of the writing that comes from our writer's platform.
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来自于我们平台上撰稿人的作品。
凭借无处不在,
09:34
By being everywhere,
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09:36
by being accessible and relevant,
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唾手可得,和与读者生活息息相关的优势,
09:39
I hope to make reading a daily habit,
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我希望让阅读成为一种日常习惯,
09:42
as easy and effortless as checking your email,
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就像查看电子邮件一样容易和轻松,
09:46
as booking a ticket online
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像在网上订票
09:48
or ordering your groceries.
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或订购日用品一样顺手。
09:50
And as for me,
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对我而言,
09:52
I've discovered that as I entered the six-inch world of the smartphone,
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我发现,当我进入 智能手机方寸的世界中时,
09:56
my own world just got very, very big.
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自己的世界就会变得无限大。
10:00
Thank you.
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谢谢大家!
10:01
(Applause)
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(掌声)
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