How India's smartphone revolution is creating a new generation of readers and writers | Chiki Sarkar
65,759 views ・ 2019-01-31
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譯者: Lilian Chiu
審譯者: Carol Wang
00:13
Look all around you.
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看看你們的周圍。
00:14
Whether you're in a subway, a park,
an airport, a restaurant,
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不論你是在地鐵、公園、機場、
餐廳,甚至在這場研討會中,
00:20
even at this conference,
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00:22
all of you have a phone in your hands
or maybe in your pockets.
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每個人手上都有一支手機,
或是放在口袋裡。
00:25
How many of you have a book?
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誰身上有一本書?
00:27
Very few, right?
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很少人,對吧?
00:29
This is the sight that used to greet me
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每當我走出我的辦公大樓,
迎接我的就是這樣的景象。
00:30
every time I walked out
of my office block.
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00:33
I was surrounded by a sea
of 20-something professionals
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我被一大群年約二十
出頭的專業人士圍著,
00:36
glued to their phones.
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每個人都黏著手機。
00:38
And not a single one
had a book in their hands.
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沒有一個人手上有一本書。
00:41
And this used to make me
very, very frustrated.
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以前,這讓我感到非常非常挫折。
00:44
I was a bookworm all my life.
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我一生都是個書蟲。
00:46
Books formed the milestones of my life.
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我人生中的里程碑
都和書脫不了關係。
00:49
The first man I fell
in love with was Mr. Darcy.
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我第一個愛上的男人是達西先生。
(備註:《傲慢與偏見》小說人物)
00:52
I first read "Harry Potter" when I was 21,
on a summer break from college.
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我二十一歲時,在大學的暑假
初次讀到《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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我還記得我在約二十五歲時,
住進我買一間小公寓的第一晚,
01:03
very proudly,
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我非常自豪,
01:04
and I spent the whole night
reading "The Da Vinci Code."
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我整晚都在讀《達文西密碼》。
01:07
And then I'm going to make
a terrible confession:
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接著,我要坦白一件很糟糕的事:
01:09
even today, when I'm low,
I get into bed with "War and Peace."
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到現在,心情低落時,我還是會
帶著《戰爭與和平》入睡。
01:13
Don't laugh.
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不要笑。
01:14
(Laughter)
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(笑聲)
01:16
But I was also like all those
people I saw around me:
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但我也和我周遭的那些人一樣:
01:19
I, too, lived on my phone.
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我也要靠手機過日子。
01:21
I ordered my groceries online,
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我在線上訂購雜貨,
01:23
and soon my app knew
that I needed a monthly dose of diapers.
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很快的,我的應用程式就知道
我每個月都需要一定量的尿布。
01:28
I booked my cinemas on my phone.
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我用手機訂電影票。
01:31
I booked planes on my phone.
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我用手機訂機票。
01:33
And when I did the long commute back home
like most urban Indians,
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當我和大部分城市印度人
一樣長程通勤回家
01:38
and was stuck in traffic,
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卻卡在塞車的車陣中時,
01:40
I passed the time on WhatsApp,
video-chatting my twin.
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我會用 WhatsApp 和我的
雙胞胎手足視訊聊天打發時間。
01:45
I was part of an extraordinary revolution
that was happening in India.
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印度正在發生一場很不凡的
革命,而我是其中一部分。
01:49
Indians are the second-largest
users of smartphones in the world.
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印度的手機使用者
人數排名世界第二。
01:54
And data prices have been
slashed so radically
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伴隨上網費率的急遽下降,
01:58
that half of urban India
and even a part of rural India
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讓印度都市區有一半的人,
甚至鄉村區也有一部分的人,
02:02
now have a smartphone
with a data connection in their hands.
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現在手上都有一支
有數據連線的手機。
02:05
And if you know anything about India,
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如果你對印度有點了解,
02:07
you'll know that "half" means,
like, all of America or something.
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就會知道「一半」的意思,
大概就等於全美國的人之類的。
02:10
You know, it's large numbers.
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那是個很大的數目。
02:12
(Laughter)
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(笑聲)
02:14
And these numbers are just growing
and growing and growing.
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這些在不斷不斷不斷地
成長,爆炸性的成長。
02:17
They're exploding.
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02:18
And what they're doing
is empowering Indians
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而這些手機的功能,是讓印度人
02:20
in all kinds of extraordinary ways.
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在各個非凡的面向上
都有更強的能力。
02:22
And yet, none of these changes
that I was seeing around me
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但,我在我周圍看到的這些改變
02:26
were reflected in my world,
my world of books.
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沒有反映在我的世界裡,
我的書的世界裡。
02:30
I live in a country the size of Europe,
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我的國家,大小和歐洲一樣大,
02:33
and it only has 50 decent bookshops.
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卻只有五十間像樣的書店。
02:36
And Indians just didn't seem
to want to read for fun.
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印度人似乎並沒有想要
為了樂趣而閱讀。
02:39
So if you look at all
the best-seller lists in India,
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如果你去看印度的暢銷書排行,
02:41
what you'll always find
in the best-seller list
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你在排行榜上總會找到
考試指南和專業指南。
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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想像你在紐約時報的排行榜上
看到 SAT 考試指南,
02:49
month after month.
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每個月都上榜。
02:53
And yet, the smartphone revolution
was creating readers and writers
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但,智慧手機革命
正在創造出不同型的讀者和作家。
02:58
of a different kind.
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03:00
Whether it was on Facebook or WhatsApp,
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不論是在臉書上或 WhatsApp 上,
03:03
Indians were writing and sharing
and reading all kinds of things:
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印度人會撰寫、分享、
閱讀各種東西:
03:07
terrible jokes, spurious pop history,
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爛笑話、假的流行歷史、
03:11
long, emotional confessions,
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冗長的情緒抒發、
03:14
diatribes against the government.
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對政府的譴責。
03:16
And as I read and shared these things,
I wondered to myself,
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當我閱讀、分享這些
內容時,我會納悶:
03:19
"Could I get these writers
and these readers,
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「我能夠把這些作家和讀者
03:24
could I turn them into my readers?"
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變成我的讀者嗎?」
03:27
And so I left my plush corner office
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所以我離開了我那
豪華的角落辦公室,
03:29
and my job as the publisher
of India's top publishing company,
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辭掉在印度最頂尖的
出版社當發行者的工作,
03:34
and I set up on my own.
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我決定自己來。
03:36
I moved into a single large room
in a cheap bohemian district of Delhi,
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我搬到德里便宜的藝術區,
找了一間大房間,
03:42
with a small team.
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帶著一個小團隊。
03:44
And there, I set up
a new kind of publishing house.
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在那裡,我創立了
一種新的出版商。
03:48
A new kind of publishing house
needs a new kind of reader
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這種新的出版商需要新型的讀者
03:51
and a new kind of book.
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和新型的書。
03:54
And so I asked myself,
"What would this new reader want?
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所以,我問我自己:
「這種新的讀者想要什麼?
03:57
Would they prize urgency, relevance,
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他們是否會珍視急迫性、
04:00
timeliness, directness --
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重要性、及時性、直接性——
04:03
the very qualities they seem to want
from their online services,
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這些似乎就是他們從
線上服務想要找到的特性,
04:06
indeed, the qualities they seem
to want from life today?"
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也否正是他們想要從
現今的生活中找到的特性?」
04:11
I knew that my readers
were always on the go.
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我知道我的讀者們
一直都在活躍忙碌著。
04:13
I'd have to fit into
their lifestyle and schedules.
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我得要配合他們的
生活方式和時程表。
04:16
Would they actually want to read
a 200-page book?
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他們真的會想要
讀一本兩百頁的書嗎?
04:19
Or would they want something
a little bit more digestible?
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還是他們會想要
比較好消化的東西?
04:23
Indians are incredibly value-conscious,
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印度人對於價值非常有意識,
04:26
especially when it comes
to their online reading.
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特別是在線上閱讀的時候。
04:29
I knew I had to give them
books under a dollar.
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我知道我得要提供他們
一美元以下的書。
04:33
And so my company was formed,
and it was born.
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於是,我的公司就這麼誕生了。
04:37
It was a platform where we created a list
of stories designed for the smartphone,
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它是個平台,我們會建立清單,
列出為智慧手機設計的故事,
04:43
but it also allowed amateur writers
to upload their own stories,
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但它也允許業餘作家
上傳他們自己的故事,
04:47
so they could be showcased
along with the very writers
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他們就能夠
和他們過去閱讀
且欣賞的作家一起亮相。
04:50
they read and admired.
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04:51
And we could also enter into
other people's digital platforms.
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我們也能夠進入
其他人的數位平台。
04:56
So, imagine this:
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所以,想像一下:
04:58
imagine you're a receptionist,
you've had a long day at work,
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想想你是位接待員,
你工作了漫長的一整天,
05:02
you book your cab
in your ride-hailing app,
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你用叫車應用程式
訂了一台計程車,
05:04
it shows up,
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它出現了,
05:06
and you get into your car,
and you lie back on your seat,
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你上了你的車,
你向後靠到座位上,
05:08
and you put on your app.
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你打開你的應用程式。
05:11
And you find a set of stories
waiting for you, timed to your journey.
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你發現有一組故事在等著你,
根據你的旅程時間挑選的。
05:16
Imagine you're a gay young woman,
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想像你是年輕的女同志,
05:18
in a relatively conservative city
like Lucknow, which lies near Delhi.
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在相對比較保守的城市,
比如德里附近的勒克瑙。
05:23
There's no way your parents
know about your sexuality.
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絕對不能讓你的父母
知道你的性向。
05:26
They'd completely freak out.
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他們肯定會抓狂。
05:28
Would you like lesbian love stories
written in Hindi, priced under a dollar,
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你會不會希望能從私人的手機上,
閱讀用印度語寫的女同志故事,
05:34
to be read in the privacy of your phone?
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且價格不到一美元?
05:37
And could I match readers
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我能不能幫讀者做配對,
05:39
to the events that were taking place
around them in real time?
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找到他們周圍即時
正在發生中的活動?
05:44
So we published biographies
of very famous politicians
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所以,在非常著名的
政治人物贏得大選之後,
05:49
after they won big elections.
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我們會出版他們的自傳。
05:52
When the supreme court
decriminalized homosexuality,
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當最高法庭讓同性戀合法化時,
05:56
an LGBTQ collection was waiting
on our home page.
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我們的首頁就放著
LGBTQ 選集等讀者來看。
06:00
And when India's Toni Morrison,
the great writer Mahasweta Devi died,
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當印度的托妮莫里森,即
偉大的作家瑪哈絲維塔黛維過世時,
06:05
our readers found a short story by her
as soon as news hit.
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新聞一出來,我們的讀者
就能看到她所寫的短篇故事。
06:10
The idea was to be relevant
to every moment of a reader's life.
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出發點是要和讀者人生中的
每個時刻都有相關性。
06:15
Who are our readers?
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我們的讀者是誰?
06:17
They're mostly young men
under the age of 30.
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大部分是三十歲以下的年輕人。
06:20
There's someone like Salil,
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有像瑟里這樣的人,
06:22
who lives in a city where
there isn't a modern bookshop.
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他所住的城市裡沒有現代的書店。
06:25
And he comes to our app almost every day.
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他幾乎每天都會上
我們的應用程式。
06:28
There's someone like Manoj,
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還有像摩諾吉的人,
06:30
who mostly reads us
during the long commute back home.
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他在通勤回家的漫長路上
都會閱讀我們的書。
06:34
And there's someone like Ahmed,
who loves our nonfiction
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還有像阿梅的人,
他喜歡我們提供的那些
06:37
that he can read in a single sitting,
and that's priced very low.
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價格低且一次就能
讀完的非小說類書籍。
06:42
Imagine if you're like a young, techie boy
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想像你是個迷科技的年輕人,
06:45
in India's Silicon Valley
city of Bangalore.
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在印度的矽谷班加羅爾工作。
06:51
And one day, you get
an in-app notification
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有一天,你在應用程式中
收到一則通知,
06:53
and it says that your favorite actress
has written a sexy short story
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通知說你最喜歡的女演員
寫了一本性感小說
06:57
and it's waiting for you.
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正在等著你去閱讀。
06:58
That's how we launched Juggernaut.
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我們就是這樣推出 Juggernaut 的。
07:00
We got a very famous ex-adult star,
called Sunny Leone.
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我們有個非常有名的
前色情明星,叫做珊妮里昂。
07:05
She's India's most Googled
person, as it happens.
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是印度 Google 搜尋
最熱門的名字。
07:08
And we got her to write us
a collection of sexy short stories
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我們請她幫我們寫了
一系列性感短篇小說,
07:12
that we published every night for a week.
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我們每天晚上出版,持續一週。
07:14
And it was a sensation.
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造成大轟動。
07:16
I mean, no one could believe
that we'd asked Sunny Leone to write.
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我是指,沒有人相信
我們能讓珊妮里昂寫作。
07:20
But she did,
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但她寫了,
07:21
and she proved everyone wrong,
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且她證明大家都錯了,
07:24
and she found this immense readership.
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她找到了廣大的讀者群。
07:27
And just as we've redefined
what a book is and how a reader behaves,
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在我們重新定義書籍是什麼,
以及讀者的行為時,
07:32
we're rethinking who an author is.
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我們也在重新思考作家是什麼人。
07:35
In our amateur writing platform,
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在我們的業餘寫作平台上,
07:36
we have writers that range
from teenagers to housewives.
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我們的作家從青少年
到家庭主婦都有。
07:40
And they're writing all kinds of things.
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他們什麼題材都寫。
07:42
It starts as small as a poem,
an essay, a single short story ...
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從一首詩這麼小的作品開始,
一段短文、一則短篇小說……
07:48
Fifty percent of them are returning
to the app to write again.
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這些作家中有 50% 都會
再回來應用程式繼續寫作。
07:52
Take someone like Neeraj.
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比如尼勒吉,他是位中年的主管,
07:54
He's a middle-aged executive,
wife, two kids, a good job.
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有太太、兩個孩子、一份好工作。
07:59
And Neeraj loves to read.
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尼勒吉很愛閱讀。
08:00
But every time Neeraj read
a book that he loved,
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但每當尼勒吉讀一本他愛的書時,
08:03
he was also filled with regret.
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他也會充滿了悔恨。
08:05
He wondered to himself
if he could write, too.
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他會納悶,他是否也可以寫作。
08:08
He was convinced
he had stories in his mind.
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他深信他腦中有故事可以說。
08:11
But time and real life had happened,
and he couldn't really manage it.
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但因為時間和現實生活,
讓他無法真的去做。
08:16
And then he heard about
the Juggernaut writer's platform.
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接著,他聽說了
Juggernaut 作家平台。
08:19
And what he loved about it
was that he felt this was a place
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這個地方讓他很喜歡的一點是,
他覺得他能夠在這個地方
08:23
where he could stand
head and shoulders, equally,
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和他最欣賞的作家並駕齊驅。
08:26
with the very writers
that he most admired.
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08:29
And so he began to write.
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於是他開始寫作。
08:31
And he snatched
a minute here, an hour there,
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他到處找空檔來寫,
這裡一分鐘,那裡一小時,
08:35
in between flights in airports,
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在機場候機的時候,
08:37
late at night, when he had
a little bit of time on his hands.
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深夜手頭上還有一點時間時。
08:40
And he wrote this
extraordinary story for us.
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他為我們寫出了很不凡的故事。
08:43
He wrote a story
about a family of assassins
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他寫了一個關於刺客家庭的故事,
08:46
who lived in the winding
lanes of Old Delhi.
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住在舊德里的彎曲巷弄中。
08:49
We loved it, it was so fresh and original.
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我們很愛這個故事,
又新鮮又有原創性。
08:52
And before Neeraj knew it,
he'd not only scored a film deal
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沒多久,尼勒吉不僅
簽下了翻拍電影的合約,
08:56
but also a second contract
to write another story.
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還拿到第二份合約,
撰寫另一個故事。
09:00
Neeraj's story is one of the most read
stories on our app.
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尼勒吉的故事是我們應用程式上
最多人閱讀的故事之一。
09:05
My journey is very, very young.
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我的旅程才在初期。
09:08
We're a two-year-old company,
and we have a long way to go.
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我們的公司才兩歲,
我們還有很長的路要走。
09:12
But we already, and we will
by the end of this year,
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但,到今年年底,
09:16
have about half a million stories,
many priced at under a dollar.
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我們會有大約五十萬個故事,
當中許多的價格還不到一美元。
我們的讀者大多喜歡閱讀,
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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也喜歡嘗試他們
從來沒有聽過的作家。
09:27
Thirty percent of our home page reads
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來造訪我們首頁的人,
09:29
comes out of the writing
that comes from our writer's platform.
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有 30%是從我們
作家平台上的作品連過來的。
09:34
By being everywhere,
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透過無所不在、
09:36
by being accessible and relevant,
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可以取得,且有相關性等特性,
09:39
I hope to make reading a daily habit,
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我希望我們能讓閱讀
成為日常習慣,
09:42
as easy and effortless
as checking your email,
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輕鬆不費力,就如同查看郵件、
09:46
as booking a ticket online
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在線上訂票或是購買雜貨。
09:48
or ordering your groceries.
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09:50
And as for me,
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對我而言,
09:52
I've discovered that as I entered
the six-inch world of the smartphone,
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當我進入了智慧手機的
六英吋世界時,
09:56
my own world just got very, very big.
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我發現自己的世界變得非常非常大。
10:00
Thank you.
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謝謝。
10:01
(Applause)
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(掌聲)
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