Chris Anderson (Wired): Technology's Long Tail

44,311 views ・ 2007-04-30

TED


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譯者: Jenny Yang 審譯者: Grace Tung
00:25
I'd like to speak about technology trends,
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我想談談科技的發展趨勢
00:29
which is something that many of you follow --
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這是很多人會去關注
00:33
but we also follow, for related reasons.
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我們因為相關性,所以很關注
00:37
Obviously, being a technology magazine, technology trends
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顯然地,出版科技雜誌
00:40
are something that we write about and need to know about.
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"科技趨勢"是我們撰寫的內容,我們需要去瞭解
00:44
But also it's part of being any monthly magazine --
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但是它也像一本月刊
00:47
you live in the future. And we have a long lead-time.
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你們在未來 而我們需要長時間來籌備
00:50
We have to plan issues many months in advance;
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我們每一期雜誌都是幾個月前就需要準備
00:52
we have to guess at what public appetites are going to be six months,
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我們需要揣測六個月以後公眾的閱讀口味
00:55
nine months down the road. So we're in the forecasting business.
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甚至九個月以後的,所以我們做的是預測工作
01:00
We also, like a lot of companies, create a product
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我們也和其他公司一樣,創造產品
01:02
that's based on technology trends.
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是以科技趨勢為基礎的產品
01:03
In this case, ours is about ideas and information, and, if we're lucky,
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在這種情況下,我們的產品是想法和訊息,如果幸運的話
01:08
some entertainment. But the concept's quite the same.
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還有一些娛樂,但概念都是一樣的
01:12
And so we have to understand
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所以我們需要了解
01:14
not only why tech's important, where it's going,
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科技為何重要,它將往何處發展
01:16
but also, very importantly, when -- the timing is everything.
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更重要的是,什麼時間點﹣時間就是一切
01:22
And it's interesting, when you look at the predictions made
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有趣的是,當你回顧一些預測
01:26
during the peak of the boom in the 1990s, about e-commerce,
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90年代景氣時,那些關於電子商務的分析
01:31
or Internet traffic, or broadband adoption, or Internet advertising,
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或是網路流量,或是宽頻應用或是網路廣告的預言
01:36
they were all right -- they were just wrong in time.
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都是正確的,只是,預測的時間點不對
01:40
Almost every one of those has come true just a few years later.
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幾乎都是在幾年後預測才成真
01:43
But the difference of a few years on stock-market valuations
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但幾年的差異,在股價上所造成的影響
01:47
is obviously extreme. And that's why timing is everything.
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顯然是相當巨大,所以,時間點是一切
01:52
You've probably seen something like this before.
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你以前可能也看過這個
01:54
This is the classic Gartner Hype Curve, which talks about
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這是經典的Gartner「炒作週期」的曲線模型,它談到了
01:56
kind of the trajectory of a technology's lifespan.
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技術生命週期的軌跡
01:59
And just for fun, we put a bunch of technologies on it,
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為了好玩,我們在上面放了很多技術
02:01
to show whether they were kind of rising for the first high peak,
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來展示它們是正往上邁向第一個頂點
02:05
or whether they were about to crash
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還是往下毀滅
02:06
into the trough of disillusionment,
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跌入幻滅的谷底
02:09
or rise back in the slope of enlightenment, etc.
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或是回到啟示的上坡,還是...等等
02:14
And this is one way to do technology forecasting: get a sense
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這是一種預測技術走勢的方法,估算一下
02:17
of where technology is and then anticipate the next upturn.
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技術在哪裡,然後預測下一個轉機
02:21
We tend to do any technology that we think is sufficiently important;
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我們傾向去分析我們認為足夠重要的技術
02:24
we'll typically do it twice. Once, we want to do it first.
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我們通常做兩次,一次是為了搶先
02:28
We want to be the first to do it, for the geeks who appreciate that,
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我們為了那些喜歡獲取這類資訊的奇客而搶先
02:31
we'll catch it right there at the technology-trigger.
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我們會在技術的觸發期報導這些
02:33
You can see in 1997, we put Linux on the cover.
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各位可以看到在1997我們就把Linux當成封面故事
02:37
But then it comes back. And sufficiently big technologies
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但回過來,任何非常重要的技術
02:41
are going to hit the mainstream, and they're going to burst out.
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都會進入主流,然後爆發
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時機
02:48
And that's one way that we try to time technology trends.
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這是我們試著去為技術分析時間趨勢的一種方法
02:52
I'd like to talk about a way of thinking about technology trends
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我想談談我們分析科技趨勢的一種方法
02:55
that I call my "grand unified theory of predicting the future,"
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我稱之為預測未來的宏大「大統一理論」
02:59
but it's closer to a petite unified theory of predicting the future.
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但其實它更接近預言未來的袖珍統一理論
03:05
It's based on the presumption, the observation even,
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它是基於假設,甚至是基於觀察
03:08
that all important technologies go through four stages in their life --
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那就是: 所有的重要技術都經歴過四個階段
03:13
at least one of the four stages, sometimes all four of the stages.
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至少四個中的一階段,有時四個都有
03:17
And at each one of these stages, can be seen as a collision --
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當中的每一個階段都可以視為一次的撞擊
03:22
a collision with something else --
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一次與其他事物的撞擊
03:25
for example, a critical price-line that changes both the technology
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比如,一個關鍵的價格線會改變技術
03:29
and also changes its effect on the world. It's an inflection point.
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也會改變它對世界的影響,這是一個轉捩點
03:33
And these are the inflection points that tell you
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這些轉捩點會告訴你
03:36
what the next chapter in that technology's life is going to be,
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這項技術發展的下一段篇章是什麼
03:40
and maybe how you can do something about it.
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以及也許你和這些新技術有什麼相關
03:44
The first is the critical price.
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首先是關鍵的價格
03:46
The first stage in a technology's advance
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技術發展的第一階段就是
03:48
is that it'll fall below a critical price.
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它的價格降到關鍵價格以下
03:52
After it falls below a critical price, it will tend,
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當它低於關鍵價格以後,往往會
03:54
if it's successful, to rise above a critical mass, a penetration.
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如果它是一種成功的技術,它就會超越臨界質量,形成突破
03:59
Many technologies, at that point, displace another technology,
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很多技術在各這個時候就取代了另一個技術
04:05
and that's another important point.
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這也是另外一個重點
04:09
And then finally, a lot of technologies commoditize.
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最後,很多技術商品化
04:12
Towards the end of their life, they become nearly free.
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接近它們生命週期的尾聲時,它們就幾乎成為免費
04:15
Each one of those is an opportunity to do something about it;
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這其中, 每個階段都提供了機會給我們
04:18
it's an opportunity for the technology to change.
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它是一個技術改變的機會
04:20
And even if you missed, you know, the first boom of Wi-Fi --
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即便是你錯過了第一階段,比如第一波Wi-Fi 熱潮
04:24
you know, Wi-Fi did the critical price, it did the critical mass,
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你知道,Wi-Fi經歷了臨界價格和臨界質量兩個階段
04:28
but hasn't done displacement yet, and hasn't done free yet --
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但是它還未進入取代階段,更還没到達免费的階段 ─
04:31
there's still more opportunity in that.
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所以其中還有許多機會
04:33
I'd like to demonstrate what I mean by this
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我想用DVD的故事來说明
04:35
by telling the story of the DVD,
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我想表達的意思
04:37
which is a technology which has done all of these.
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因為這個技術已經經歷了所有這些階段
04:40
The DVD, as you know, was introduced in the mid-1990s
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眾所周知,DVD 在九十年代中期開始進入市場
04:43
and it was quite expensive. But you can see that by 1998,
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那時它還很貴。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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它的價格跌到了400美元以下,400美元是個關鍵的心理價位
04:53
And it started to take off. And you can see that the units
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於是它開始起飛了,你們可以看見產品銷量
04:57
started to trend up, the hidden inflection point -- it was taking off.
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呈上升趨勢,這是一個潛在的轉折點,從此迅速上升
05:03
The next thing it hit, a year later, was critical mass. In this case,
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一年以後,它進入下一個階段,也就是臨界量
05:08
20 percent is often a good proxy for critical mass in a household.
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通常,20% 的家庭擁有率是技術達到臨界量的一個合理標誌
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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另一個隨之起飛的是家庭劇院設備
05:19
Suddenly you have a DVD in the house;
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突然你家裡有了DVD
05:21
you've got high-quality digital video;
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你有了高畫質的數位影片
05:23
you have a reason to have a big-screen television;
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你也就有了購買大螢幕電視的理由
05:25
you have a reason for Dolby 5.1 surround-sound.
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有了購買杜比5.1 環繞立體聲系統的理由
05:29
And maybe you have reasons for starting to connect them,
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你也有了把它們連結在一起
05:31
and bring the rest of your entertainment in.
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並也連接起其他娛樂設備的理由
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 今天也在這裡。他當時清楚地看到了這一刻
05:42
that was an inflection point that he could do something with.
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這是一個他可以有所做為的轉折點
05:46
The next phase it hit was displacement.
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下一個階段就是取代
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,它的銷售量超越了錄影機
05:52
And here too, you can see the implications in the world at large.
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從這裡,你可以縱觀這在全球的影響
05:58
Netflix was right -- the Netflix model could capitalize on the DVD
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Netflix 是對的,Netflix 可以用一種
06:02
in a way that the video-rental stores couldn't.
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錄影帶出租店無法經營的模式來經營
06:05
Among the DVD's many assets is that it's very small;
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DVD眾多特點之一就是它很小
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裡,郵資便宜
06:11
That gave an advantage; that was an implication
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這就是優勢,這種技術的崛起
06:15
of the technology's rise that wasn't obvious to everybody.
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並不是那麼顯而易見
06:19
And then finally, DVDs are approaching free.
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最後呢,DVD放映機幾乎接近免費
06:22
There's a company called Apex, a no-name Chinese firm,
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有一個叫Apex的公司,一個默默無聞的中國公司
06:24
who has, several times in the past year, been the number-one
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在過去的幾年裡,已經好幾次成了DVD
06:28
DVD seller in America. Their average price, for last year, was 48 dollars.
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在美國銷售的大戶。去年它們的平均價格是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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沃爾瑪曾用難以置信的
06:41
over the 30-dollar DVD.
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30美元的低價DVD機來吸引大促銷時的狂潮
06:45
But they're getting very, very cheap,
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但是,它們的確變得非常便宜
06:47
and look at the interesting implication of it. As they get cheaper,
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結果,當它變得很便宜
06:51
the premium brands, the Sonys and such, are losing market share,
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高價的品牌,比如Sony, 就失去了市場占有率
06:54
and the no-names, the Apexes, are gaining them.
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而沒有名的Apex們,則獲得市場
06:56
They're being commodified, and that's what happens
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它們被商品化了,這就是
06:58
when things go to zero. It's a tough market out there.
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當事物觸及最低點時會發生情形。市場競争是残酷的
07:03
(Laughter)
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(笑聲)
07:06
Now they've introduced these four ways of looking at technology,
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現在,介绍了看待技術的四種方法:
07:09
these four stages of technology's life.
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技術的四個發展階段
07:11
I'd like to talk about some other technologies out there,
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我再想說一下另外一些技術
07:14
just technologies on our radar -- and I'll use this lens,
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我们一直關注的一些技術,我將用這些鏡頭
07:17
these four, as a way to kind of tell you
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這四個發展階段,來告訴你
07:19
where each one of those technologies is in its development.
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每一種技術在發展的哪個階段
07:22
They're not necessarily the top-10 technologies out there --
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它們不一定是最頂尖的前10種技術
07:25
they're just examples of technologies
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它們只是
07:26
that are in each one of these periods.
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正處於其中一種階段的例子。
07:29
But I think that the implications of them approaching
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但是我覺得思考它們走往
07:32
these crossovers, these intersections, are interesting to think about.
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這些十字路口,這些交集後產生的影響,是很有趣的。
07:35
Start with gene sequencing.
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先從基因測序談起
07:37
As you probably know, gene sequencing -- in a large part,
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如你所知,大部分的基因測序
07:40
because it's built on computers -- is falling in price
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是在電腦上做的,因此價格正在
07:43
at a kind of a Moore's Law-like level.
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像摩爾定律預測的那樣下跌
07:45
It is now possible -- will be possible,
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現在這已經是可能的 ─ 將是可能的,
07:48
and if Craig Venter indeed comes today,
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如果 Craig Venter 今天能來
07:51
he may tell you something about this --
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他會告訴你
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4千萬美元就可以完成人類基因排序
07:57
That's as opposed to billions just a few years ago.
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在幾年前,這需要幾十億
08:02
You know, our ability to capture the tools of creation
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你們知道,我們已經越來越接近
08:07
is getting closer and closer.
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創造天地萬物的工具
08:09
What's interesting is that at the same time, the number of genes
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有趣的是,我們發現的基因数量也
08:12
that we're discovering is rising very quickly.
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迅速地增長
08:14
Each one of these genes has potential diagnostic test.
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每一種基因都有診斷試驗的潛力
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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當成千上萬的試驗可以很廉價地完成時
08:23
if you want to know. You can learn about your own mosaic.
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如果你感興趣,你可以了解你的基因鑲嵌
08:28
Here's another technology that's approaching a critical price.
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這裡是另一個技術接近關鍵價格的例子
08:31
This is a fascinating research from WHO that shows the effect
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世界衛生組織一項令人驚喜的研究展現了
08:35
of generic drugs on anti-retroviral drug compounds and cocktails.
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非專利藥對治療愛滋病的抗逆轉錄病毒複合藥和雞尾酒藥的影響
08:42
In January 2000, the price was 10,000 dollars, or 27 dollars a day.
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2000年1月時,它的價格是1萬美元,也就是27美元一天
08:48
The generics came in, first in Brazil and elsewhere,
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非專利藥最先是從巴西引進的
08:51
and the effect was just dramatic on pricing.
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它對價格的影響是引入注目的
08:55
Today it's less than 50 cents a day.
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今天它的價格已經是低於 一天50分(美元)
09:00
And what's interesting is if you look at the price elasticity,
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最有意思的是,如果你觀察價格彈性
09:05
if you look at the correlation between these two,
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如果你觀察兩者的相互關係
09:08
as the anti-retrovirals come down, the number of people you can treat
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抗逆轉錄病藥的價格下降,能夠得到治療的人數
09:11
goes radically up. And the Clinton Foundation and WHO
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就急劇上升。克林頓基金會和世界衛生組織
09:17
believe that they can treat three million people worldwide by 2005 --
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相信到2005年 全世界3百萬人將可獲治療
09:21
two million in sub-Saharan Africa.
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其中2百萬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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藥價的降低 起了很大的作用
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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現在我們換過來講臨界質量
09:30
These are now technologies that are hitting critical mass.
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有一些技術現在將到達臨界質量
09:32
If you look here, here's Linux in red, and it's hit 20 percent.
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你看這裡,Linux是红色的,它到達了20%,
09:38
Interestingly, it's done a crossover before,
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有趣的是,它們以前也交叉過
09:40
but not the crossovers that matter.
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但是那個交叉並不重要
09:42
The crossover that's going to matter is the one with the blue.
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重要的是和藍線的交叉
09:45
But you can look and see the direction those lines are going,
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但是你可以看見這些曲線的走向
09:47
you can see that at the 20 percent, it's now taken seriously.
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你可以看見到了20%,它就顯得有模有樣
09:50
It's not just for the geeks any more.
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它不再只是奇客專用的了
09:54
That is, I imagine, what people in Redmond
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我想,這就是讓在Redmond的人們
09:56
wake up in the middle of the night thinking about.
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半夜裡輾轉難眠的問題
09:58
(Laughter)
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(笑聲)
10:00
Another technology that we see all around us out here is hybrid cars.
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另外一個在我們週遭存在的技術是混合動力汽車
10:04
I don't know whether anybody has a Prius 2004, but they're fantastic.
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我不知道各位誰有2004年的Prius車,它們真的很不錯
10:07
And if you look at the trends here, by about 2008 --
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你們看看這裡的趨勢:到2008年
10:11
and I don't think this is a crazy forecast --
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我覺得這並不是什麼瘋狂的預測
10:13
they'll be two percent of auto sales.
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它們會佔汽車銷售的百分之二
10:15
Two percent isn't 20 percent, but in the car business,
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百分之二雖然不是百分之二十,但是對於進步緩慢的汽車行業
10:18
which is slow moving, that's huge; that's arrival.
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這就是巨大的發展,而它正在來臨
10:24
At two percent, you start seeing them on the roads everywhere.
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到達百分之二後,它們會在路上隨處可見
10:27
And what's interesting about the hybrids taking off
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而關於混合動力汽車起飛的最有意思的是
10:31
is you've now introduced electric motors to the automobile industry.
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人們將電動馬達引入了汽車工業
10:35
It's the first radical change in automobile technology in 100 years.
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這是100年來汽車工業技術的首要重大改變
10:39
And once you have electric motors, you can do anything:
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而有了電動馬達以後,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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你可以隨意地改變汽車的構造
10:45
You can have regenerative braking; you can have drive-by-wire;
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你可以做再生制動,可以做線控驅動系統
10:48
you can have replaceable body shapes --
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你可以做可替換的車身 ─
10:50
it's a little thing that starts with a hybrid,
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從混合動力汽車這一小事開始
10:52
but it can lead to a whole new era of the car.
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它會引導汽車業走向一個新時代
10:55
Voice Over IP is something you may have heard something about.
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你也許聽說過在IP網上傳輸語音
10:58
Again, it's kind of coming out of nowhere;
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這又是一個不知從哪冒出來的東西
10:59
it's a little hard to use right now.
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現在還不太好用
11:01
There's a company created by the Kazaa founders called Skype.
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Kazza 的創始人建立了一個公司叫 Skype
11:05
Look at these numbers. They launched it in August of last year;
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看一下數字,他們是去年8月啟動的
11:08
they already have nearly four million registered users --
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現在已經有了4百萬註冊用戶
11:13
that's critical mass.
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這就是臨界質量
11:16
And the same thing's happening on the carrier side.
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同樣的事情在電訊公司也發生了
11:19
You're looking at IP taking over from some of the traditional
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你可以看到IP正在取代傳统的
11:23
telecom standards. This is a tipping point --
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電訊標準,這是一個引爆點
11:27
if Malcolm's here, forgive me -- and it's going to change the economics,
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如果 Malcom 在這裡的話,請原諒我,這將會改變
11:31
and the speed, and the players in the industry.
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這個行業的經濟模式,速度,和玩家
11:35
It's going to look a little bit like that.
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這個看上去有點像那樣的情況
11:41
And finally, free. Free is really, really interesting.
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到最後,免費。免費是真的非常非常有意思
11:47
Free is something that comes with digital, because
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免費是隨数位化而產生的
11:53
the reproduction costs are essentially free. It comes with IP,
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因為複制的成本基本上是免費的,免費隨著IP而來
11:59
because it's such an efficient protocol. It comes with fiber optics,
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因為這是一個非常有效的協議。 免費從光纖技術而來
12:02
because there's so much bandwidth.
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因為它帶來了那麼多的寛頻
12:03
Free is really, you know, the gift of Silicon Valley to the world.
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你要知道,免費才是矽谷帶给世界的禮物
12:08
It's an economic force; it's a technical force.
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這是一股經濟力量,也是一股技術力量
12:11
It's a deflationary force, if not handled right.
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如果處理不當, 還會是一股通貨緊縮壓力
12:15
It is abundance, as opposed to scarcity.
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這是一種豐盛,而不是缺乏
12:18
Free is probably the most interesting thing.
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免費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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這是你在一個硬碟中
12:23
that can be stored on a hard drive.
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能儲存歌曲的數量
12:25
You know, there could be a film's [unclear] there,
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你知道那還可以用來儲存影片[此处不清],
12:29
but it's basically, every song ever made could be stored
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基本上,到2008年,世界上所有的歌都可以被儲存在
12:32
on 400 dollars worth of storage by 2008. It takes that entire element,
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一個價值400美元的儲存空間裡,所以,用來儲存歌曲的
12:39
the physical element, of songs off the table.
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物質要素已經可以忽略了
12:43
And you've seen the numbers.
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你也看過這些數字了
12:44
I mean, you know, the music industry is imploding
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我的意思是說,整個音樂界正在垮掉,
12:48
in front of our very eyes, and Hollywood's worried as well.
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就在我們眼前, 好莱塢也很擔心
12:51
They're facing a force that they haven't faced before.
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他們正在面臨一種前所未有的壓力
12:56
And their response is draconian, and not necessarily
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而他們的反應是嚴厲的,但那並不能
13:03
the one that's going to get them out of this.
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把他們從中解救出來
13:07
And finally, I'll give you one last example of free --
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最後,我再提供一個免費的例子
13:10
perhaps the most powerful of all. I mentioned fiber optics --
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也是最有力量的一個,我提到過光纖:
13:13
their abundance tends to make things free.
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光纖的興起會使很多事物變免費
13:15
This is the price of a phone call to India per minute.
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這是打到印度的國際長途每分鐘的價格
13:19
And what's interesting is that it was just 1990
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有趣的是,這是1990年的價格
13:22
when it was more than two dollars a minute.
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那時的價格是每分鐘兩塊多美元。
13:25
India had, still has, a regulated phone system and so did we.
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印度和我們一樣有常規的電話系统
13:33
It was surprisingly non-innovative, moved very slowly,
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它令人吃驚地缺乏創造力,發展缓慢
13:38
but then there was just so much fiber out there,
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然而因為光纖多得到處都是了
13:41
you couldn't hold back, and look how quickly the price fell.
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你想不發展也不行,所以你看價格跌得非常快。
13:45
It's seven cents a minute, in many cases.
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通常現在是一分鐘7角美元
13:49
And the consequence of cheap phone calling, free phone calling,
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而便宜電話費甚至免費電話引發的结果呢
13:54
to India, is the pissed-off programmer, is the outsourcing.
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對印度而言,是怨氣衝天的程式員,是工作外包,
13:59
It is probably one of the most dramatic shifts in globalization
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這大概是全球化中最戲劇性的轉變
14:03
and one of the most powerful economic tools
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也是如今我們世界上最有力的
14:06
that we're seeing in our world today.
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經濟工具
14:07
The force of India, and then China, and any other country
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印度,中國,和任何其他國家的人
14:12
that can contact our markets
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都可以聯絡我們的市場
14:14
and will work with our companies -- because the communications are free --
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通訊免費使他們可以和我們的公司合作 ─ 這股影響力
14:19
is just beginning to be felt.
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才剛剛被我們所知
14:21
And I think that's probably one
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而我認為,這也許就是
14:22
of the most important technology trends that we're looking at today.
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我們今天應該關注的最重要的技術趨勢
14:24
Thank you.
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謝謝
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