Paul Kemp-Robertson: Bitcoin. Sweat. Tide. Meet the future of branded currency.

107,234 views ・ 2013-07-25

TED


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譯者: William Choi 審譯者: Julia Xu
00:12
So if I was to ask you
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若果我問你們
00:15
what the connection between
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一瓶汰漬洗衣精和汗水之間
00:16
a bottle of Tide detergent and sweat was,
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有什麼的聯繫
00:19
you'd probably think that's the easiest question
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你也許會認為這是本週愛丁堡大會上
00:21
that you're going to be asked in Edinburgh all week.
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最簡單的一條問題
00:24
But if I was to say that they're both examples
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但是如果我說,它們是
00:26
of alternative or new forms of currency
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這個高度連接、數據驅動的全球經濟中的
00:30
in a hyperconnected, data-driven global economy,
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貨幣替代品或新型貨幣例子
00:33
you'd probably think I was a little bit bonkers.
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也許你會認為我瘋了
00:37
But trust me, I work in advertising.
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但相信我,我從事廣告行業的
00:39
(Laughter)
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(笑聲)
00:41
And I am going to tell you the answer,
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我將告訴你們答案
00:43
but obviously after this short break.
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但顯然要再過一會
00:46
So a more challenging question is one
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有一個更為棘手問題是
00:48
that I was asked, actually, by one of our writers
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幾週前,我們的一個廣告撰稿人問我
00:50
a couple of weeks ago, and I didn't know the answer:
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我當時並不知道答案
00:52
What's the world's best performing currency?
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他問世界上哪種貨幣的表現最好?
其实就是比特幣 (Bitcoin)
00:55
It's actually Bitcoin.
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00:56
Now, for those of you who may not be familiar,
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也許你們當中有些人不熟悉它
比特幣是一種加密的、虛擬的、人工合成的貨幣
00:59
Bitcoin is a crypto-currency, a virtual currency, synthetic currency.
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01:02
It was founded in 2008 by this anonymous programmer
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它誕生於 2008 年, 由一位匿名程式員
01:06
using a pseudonym Satoshi Nakamoto.
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假名為中本聰所創造的
01:09
No one knows who or what he is.
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沒人知道他是誰
01:11
He's almost like the Banksy of the Internet.
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他像網際網路界的班克斯 (Banksy)
01:13
And I'm probably not going to do it proper service here,
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也許我還不能解釋清楚
01:17
but my interpretation of how it works is that
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但我的理解是比特幣是
通過一種挖礦程序而發行的
01:19
Bitcoins are released through this process of mining.
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01:21
So there's a network of computers that are challenged
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有那麼的一組電腦網絡
01:24
to solve a very complex mathematical problem
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要解決一個非常複雜的數學問題
01:26
and the person that manages to solve it first gets the Bitcoins.
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而第一位解答了問題的人就拿到比特幣
01:29
And the Bitcoins are released,
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當比特幣發行後
01:30
they're put into a public ledger called the Blockchain,
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就被放到名叫「區塊鏈」分類帳
01:33
and then they float, so they become a currency,
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然後價格會波動,他們就成為了一種貨幣
01:36
and completely decentralized, that's the sort of
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它是完全分散管理的,這是爲什麽
01:39
scary thing about this, which is why it's so popular.
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比特幣非常可怕,卻也如此受歡迎的原因
01:41
So it's not run by the authorities or the state.
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沒有國家機構或中央銀行管理它
01:44
It's actually managed by the network.
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它其實是由網路進行管理
01:46
And the reason that it's proved very successful
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它之所以會如此成功就是因為它
01:48
is it's private, it's anonymous, it's fast, and it's cheap.
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是私有、匿名、交易快速並且價格便宜
01:52
And you do get to the point where there's some wild fluctuations with Bitcoin.
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當然有時候比特幣也會大幅波動
01:55
So in one level it went from something like 13 dollars
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又一次它在四個月內兌美元
01:58
to 266, literally in the space of four months,
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由 1 比特幣兌 13 美元升至 266 美元
02:01
and then crashed and lost half of its value in six hours.
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然後六小時內又跌去一半
現今比特幣兌美元的價格
02:04
And it's currently around that kind of
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02:05
110 dollar mark in value.
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徘徊在 110 美元附近
02:08
But what it does show is that it's sort of gaining ground,
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但比特幣確實開始盛行
02:11
it's gaining respectability.
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逐漸獲得市場地位
02:12
You get services, like Reddit and Wordpress
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某些服務商如 Reddit 和 Wordpress 部落格
02:14
are actually accepting Bitcoin as a payment currency now.
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現已接受比特幣作為支付貨幣了
02:17
And that's showing you that people
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這表明了
02:19
are actually placing trust in technology,
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大眾實際上開始信賴科技
02:22
and it's started to trump and disrupt
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而比特幣則開始對抗、擾亂
02:24
and interrogate traditional institutions
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和詰問傳統機構
02:26
and how we think about currencies and money.
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以及我們對貨幣和金錢的看法
02:29
And that's not surprising, if you think about
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這並不令人意外
02:31
the basket case that is the E.U.
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只要想想歐盟那個爛攤子
02:32
I think there was a Gallup survey out recently
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蓋洛普 (Gallup) 最近做了一項調查
02:35
that said something like, in America,
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顯示美國人對銀行的信任程度 史無前例得低
02:37
trust in banks is at an all-time low, it's something like 21 percent.
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只有 21% 的大眾信任銀行
02:40
And you can see here some photographs from London
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再看看這些來自倫敦的照片
02:42
where Barclays sponsored the city bike scheme,
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這是柏克萊贊助的公共自行車計劃
02:44
and some activists have done some nice piece
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一些激進分子更改了活動標語
02:46
of guerrilla marketing here and doctored the slogans.
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這是很棒的游擊式營銷
02:49
"Sub-prime pedaling." "Barclays takes you for a ride."
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「次級 (Sub-prime) 腳踏」「巴克萊載你一程」
02:52
These are the more polite ones I could share with you today.
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今天拿來跟你們分享的 算是較為客氣的了
02:56
But you get the gist, so people have really started
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但其意思已夠清楚了
大眾對金融機構已失去信心
02:59
to sort of lose faith in institutions.
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03:01
There's a P.R. company called Edelman,
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有一間名為愛德曼 (Edelman) 的公關公司
03:03
they do this very interesting survey every year
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每年都會圍繞信任和大眾的想法
03:05
precisely around trust and what people are thinking.
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做一個很有趣的調查
03:09
And this is a global survey, so these numbers are global.
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這是一項全球的調查, 所以資料也反映著全球的情況
03:11
And what's interesting is that you can see that
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而有趣的是你可以看到
統治集團的地位開始變得不穩定
03:14
hierarchy is having a bit of a wobble,
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03:16
and it's all about heterarchical now,
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問題都集中在統治集團上
03:18
so people trust people like themselves more
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也就是大眾更相信和他們一樣的個體
03:21
than they trust corporations and governments.
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而不信任企業和政府
03:24
And if you look at these figures for the more developed markets
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如果你看看發達國家的數字
03:26
like U.K., Germany, and so on, they're actually much lower.
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如英國、德國等大眾的信任度就更低了
03:29
And I find that sort of scary.
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我認為這是個可怕的現象
03:30
People are actually trusting businesspeople
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大眾更相信商人
而非政府和社會領袖
03:32
more than they're trusting governments and leaders.
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03:35
So what's starting to happen, if you think about money,
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如果你思考一下, 貨幣將要如何變化
03:38
if you sort of boil money down to an essence,
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如果你要追究貨幣的本質
03:40
it is literally just an expression of value, an agreed value.
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它其實就是一種價值的表現
03:45
So what's happening now, in the digital age,
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在現今的電子數位時代
我們可以用不同方式去量化價值
03:47
is that we can quantify value in lots of different ways
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03:49
and do it more easily,
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而且更為簡便
03:51
and sometimes the way that we quantify those values,
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有時候我們量化價值所使用的方式
03:54
it makes it much easier
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使得創造出一種
03:56
to create new forms and valid forms of currency.
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新型的、強大的貨幣形式更為便捷
04:00
In that context, you can see that networks like Bitcoin
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這樣看來,你就會突然明白比特幣
04:03
suddenly start to make a bit more sense.
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存在的合理性了
04:07
So if you think we're starting to question
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如果你認為我們開始質疑
04:10
and disrupt and interrogate what money means,
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擾亂、詰問貨幣的意義
04:12
what our relationship with it is, what defines money,
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以及它與我們的關係、金錢的定義是什麼
04:15
then the ultimate extension of that is,
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那最終延伸出來的問題就是
04:19
is there a reason for the government to be in charge
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政府是否還有理由
04:21
of money anymore?
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負責管理貨幣?
04:23
So obviously I'm looking at this through a marketing prism,
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顯然我是用市場營銷的視角看這問題
從品牌角度看
04:26
so from a brand perspective,
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04:27
brands literally stand or fall on their reputations.
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品牌的成敗直接取決於它的聲譽
04:31
And if you think about it, reputation has now become a currency.
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如果你想一想,現在聲譽 也變成了一種貨幣
04:33
You know, reputations are built on trust,
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你知道,聲譽是基於信任
04:35
consistency, transparency.
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一致性,透明度
04:38
So if you've actually decided that you trust a brand,
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如果你決定去信任某一品牌
04:41
you want a relationship, you want to engage with the brand,
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就會想要與其建立長久關係
04:43
you're already kind of participating in lots of new forms
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那麼你其實已經
04:46
of currency.
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使用了很多貨幣的新形式了
04:48
So you think about loyalty.
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比如說忠誠
04:50
Loyalty essentially is a micro-economy.
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忠誠事實上就是一種微觀經濟
04:52
You think about rewards schemes, air miles.
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比如獎勵方案、里程兌換等
04:55
The Economist said a few years ago that
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幾年前《經濟學人》曾報導
04:57
there are actually more unredeemed air miles in the world
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事實上全世界沒有兌換的里程數
05:01
than there are dollar bills in circulation.
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比市面流通的美鈔還要多
05:04
You know, when you are standing in line in Starbucks,
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當你在星巴克排隊時
05:07
30 percent of transactions in Starbucks on any one day
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在任何一天星巴克有三成交易
05:10
are actually being made with Starbucks Star points.
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是通過隨行卡進行的
05:13
So that's a sort of Starbucks currency
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那就是星巴克的循環系統裡
05:14
staying within its ecosystem.
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自帶的一種貨幣形式
05:16
And what I find interesting is that Amazon
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有趣的是我注意到亞馬遜
05:19
has recently launched Amazon coins.
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最近推出亞馬遜幣
05:22
So admittedly it's a currency at the moment that's purely for the Kindle.
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無可否認這是一種只用於 Kindle 的貨幣
05:25
So you can buy apps and make purchases within those apps,
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你可以用它購買應用程式或 在應用程式中購買其他東西
05:28
but you think about Amazon,
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但是你想一想亞馬遜這例子
05:30
you look at the trust barometer that I showed you
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看看我向你們展示的信任氣壓計
05:32
where people are starting to trust businesses,
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大眾開始信任企業
05:35
especially businesses that they believe in and trust
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特別是那些企業他們認為
較政府更為可信
05:38
more than governments.
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05:39
So suddenly, you start thinking,
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突然間你會意識到
05:41
well Amazon potentially could push this.
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亞馬遜其實可以推廣這種貨幣
05:42
It could become a natural extension,
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它可以是一種自然的延伸
05:44
that as well as buying stuff --
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或者用它來買東西
不再限於在 Kindle 上使用,你可以 購買書本、音樂、
05:46
take it out of the Kindle -- you could buy books, music,
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05:48
real-life products, appliances and goods and so on.
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現實生活中的產品、電器、百貨等
05:53
And suddenly you're getting Amazon, as a brand,
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突然間亞馬遜作為一個品牌
05:55
is going head to head with the Federal Reserve
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將和美國聯儲局正面交鋒
05:57
in terms of how you want to spend your money,
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關於你想怎樣花錢
05:59
what money is, what constitutes money.
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什麼是貨幣、貨幣的組成等
06:01
And I'll get you back to Tide, the detergent now,
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現在讓我們回到汰漬洗衣精的問題
06:05
as I promised.
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正如我之前承諾的
06:06
This is a fantastic article I came across in New York Magazine,
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我在《紐約雜誌》上讀到一篇很棒的文章
06:09
where it was saying that drug users across America
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文章指出全美各地的吸毒者
06:12
are actually purchasing drugs
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在用汰漬洗衣精的瓶子
06:14
with bottles of Tide detergent.
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去購買毒品
06:16
So they're going into convenience stores,
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他們走到便利店
06:18
stealing Tide,
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偷取汰漬洗衣精
06:20
and a $20 bottle of Tide
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一瓶二十美元的汰漬洗衣精
06:22
is equal to 10 dollars of crack cocaine or weed.
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等同 10 美元的可卡因或大麻
06:27
And what they're saying, so some criminologists
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背後的原因,一些犯罪學家
06:29
have looked at this and they're saying, well, okay,
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研究后得出的結論是
汰漬洗衣精售價很高
06:31
Tide as a product sells at a premium.
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06:33
It's 50 percent above the category average.
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比其他同類產品平均貴五成
06:35
It's infused with a very complex cocktail of chemicals,
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它的化學成分非常複雜
06:39
so it smells very luxurious and very distinctive,
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味道十分高檔而且與眾不同
06:41
and, being a Procter and Gamble brand,
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作為寶僑 (P&G) 的品牌
06:43
it's been supported by a lot of mass media advertising.
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它的大眾傳媒廣告曝光率非常高
06:47
So what they're saying is that drug users are consumers too,
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意思是說吸毒的人也是消費者
06:49
so they have this in their neural pathways.
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他們腦子里也有這種意識
06:51
When they spot Tide, there's a shortcut.
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他們把汰漬看做指一條捷徑
06:53
They say, that is trust. I trust that. That's quality.
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他們說這就是信任,我相信它, 這是品質保證
06:56
So it becomes this unit of currency,
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所以它成為了一種貨幣單位
06:59
which the New York Magazine described
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《紐約雜誌》稱之為
07:01
as a very oddly loyal crime wave, brand-loyal crime wave,
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一種古怪的忠誠犯罪潮, 品牌忠誠度的犯罪潮
07:04
and criminals are actually calling Tide "liquid gold."
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事實上犯罪分子稱汰漬為「液體黃金」
07:07
Now, what I thought was funny was the reaction
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而我認為寶僑發言人
對此作出的回應很有趣
07:10
from the P&G spokesperson.
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07:11
They said, obviously tried to dissociate themselves from drugs,
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寶僑顯然要和毒品撇清關係
但表示 :「這提醒我一樣事情
07:14
but said, "It reminds me of one thing
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07:16
and that's the value of the brand has stayed consistent." (Laughter)
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就是汰漬的品牌價值很一致(笑聲)
07:20
Which backs up my point and shows he didn't even
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這證明了我的觀點,
07:22
break a sweat when he said that.
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也看得出發言人說話時毫無擔憂
07:24
So that brings me back to the connection with sweat.
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這把我帶回到和汗水的聯繫
07:27
In Mexico, Nike has run a campaign recently
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耐吉 (Nike) 最近在墨西哥進行了 一個宣傳活動
07:29
called, literally, Bid Your Sweat.
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名為「用你的汗水出價」
07:31
So you think about,
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你試想一想
07:32
these Nike shoes have got sensors in them,
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有些耐吉鞋裡裝有感應器
07:34
or you're using a Nike FuelBand
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或者你戴了耐吉的運動腕帶
它就能檢測你的移動
07:36
that basically tracks your movement, your energy,
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07:38
your calorie consumption.
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你的能量和卡路里的消耗
07:40
And what's happening here, this is where you've actually
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實際上你被帶入了耐吉的社區
07:42
elected to join that Nike community. You've bought into it.
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你加入了他們
07:45
They're not advertising loud messages at you,
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他們沒有向你大肆宣傳
07:47
and that's where advertising has started to shift now
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而現在廣告也開始轉移到
07:49
is into things like services, tools and applications.
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如服務、工具、應用程式上面
07:52
So Nike is literally acting as a well-being partner,
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所以耐吉扮演的角色是一名伙伴
07:55
a health and fitness partner and service provider.
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一個健康、健身夥伴、服務提供者
07:58
So what happens with this is they're saying, "Right,
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這個活動是這樣的,他們會說「好,
08:00
you have a data dashboard. We know how far you've run,
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你有一塊數據面板,我們知道你跑了多遠
08:02
how far you've moved, what your calorie intake, all that sort of stuff.
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你吸取了多少卡路里等各種信息
08:05
What you can do is, the more you run, the more points you get,
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你跑的越多,點數就越多
08:08
and we have an auction where you can buy Nike stuff
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然後我們安排一埸拍賣會 你就可以去購買耐吉產品了
08:11
but only by proving that you've actually used the product to do stuff."
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但要證明你確實使用了耐吉的產品。」
08:15
And you can't come into this. This is purely
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你不能報名參加這活動
08:17
for the community that are sweating
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這只限於耐吉社區的成員,他們使用耐吉產品
08:19
using Nike products. You can't buy stuff with pesos.
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這是拿錢買不到的
08:21
This is literally a closed environment, a closed auction space.
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這是一個真正的封閉環境, 封閉的拍賣場所
08:26
In Africa, you know, airtime has become
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在非洲,廣告時間
08:30
literally a currency in its own right.
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已變成了一種貨幣
08:32
People are used to, because mobile is king,
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因為流動手機是王者
08:34
they're very, very used to transferring money,
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那裡的人已習慣於
08:37
making payments via mobile.
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通過手機進行轉賬或支付
08:39
And one of my favorite examples from a brand perspective
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有一個我很喜歡的品牌例子
08:41
going on is Vodafone, where, in Egypt,
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來自沃達豐,在埃及,
08:43
lots of people make purchases in markets
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大眾在市場
08:46
and very small independent stores.
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或小商店購物時
08:48
Loose change, small change is a real problem,
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找零錢是件很麻煩的事
08:50
and what tends to happen is you buy a bunch of stuff,
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所以一般情況下
如你買下一堆東西
08:53
you're due, say,
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算下來有10美分20美分的零錢
08:54
10 cents, 20 cents in change.
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08:56
The shopkeepers tend to give you things like an onion
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店主就給你一個洋蔥
08:58
or an aspirin, or a piece of gum,
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一片阿司匹林或口香糖
09:00
because they don't have small change.
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因為他們沒有零錢
09:02
So when Vodafone came in and saw this problem,
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沃達豐發現了這問題
09:04
this consumer pain point, they created
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這種消費者的痛處
09:05
some small change which they call Fakka,
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於是沃達豐發明了名為 Fakka 的零錢
09:07
which literally sits and is given
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店主可以把它用作零錢
09:09
by the shopkeepers to people,
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支付給顧客
09:11
and it's credit that goes straight onto their mobile phone.
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Fakka 金額可以充值到手機裡
09:14
So this currency becomes credit, which again,
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所以這零錢再次變成了帳面餘額
09:16
is really, really interesting.
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這是非常有趣的例子
09:18
And we did a survey that backs up the fact that,
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我們曾做過的一項調查
09:20
you know, 45 percent of people
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顯示在美國最重要的年齡階層裡
09:22
in this very crucial demographic in the U.S.
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約 45% 的大眾
09:25
were saying that they're comfortable using
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表示願意使用
09:27
an independent or branded currency.
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某種獨立或品牌貨幣
09:30
So that's getting really interesting here,
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所以事情變的真的有趣
有一種很有趣的趨勢
09:32
a really interesting dynamic going on.
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09:34
And you think, corporations
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你會認為企業應
09:35
should start taking their assets and thinking of them
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把貨幣視為資產,從另一角度
09:38
in a different way and trading them.
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看待它們,進行交易
09:40
And you think, is it much of a leap?
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你會想這是不是想得太遠了?
09:43
It seems farfetched, but when you think about it,
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這好像遙不可及,但是你要知道
09:46
in America in 1860,
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美國在 1860 年時
09:49
there were 1,600 corporations issuing banknotes.
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約有 1600 家企業發行紙幣
09:53
There were 8,000 kinds of notes in America.
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全美共有 8000 種紙幣流通
09:56
And the only thing that stopped that,
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然而一件事就停止了這局面
09:57
the government controlled four percent of the supply,
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就是政府控制了 4% 的貨幣供應
10:00
and the only thing that stopped it
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而制止這種局面的原因
是因為爆發了內戰
10:02
was the Civil War breaking out,
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10:03
and the government suddenly wanted to take control of the money.
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政府突然要控制貨幣的流通
10:06
So government, money, war, nothing changes there, then.
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政府、貨幣、戰爭,這些元素從沒有改變
10:10
So what I'm going to ask is, basically,
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所以我想提出的問題是
10:13
is history repeating itself?
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歷史是否在重演?
10:15
Is technology making paper money feel outmoded?
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高科技會否讓紙貨幣過時?
10:19
Are we decoupling money from the government?
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我們是否讓貨幣和政府脫離?
10:21
You know, you think about, brands are starting to fill the gaps.
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請你們細想一下,品牌正在填補空隙
10:24
Corporations are filling gaps that governments can't afford to fill.
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企業正在填補那些政府填補不了的空隙,
10:28
So I think, you know, will we be standing on stage
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明年今日,我想我們也許站在臺上
10:30
buying a coffee -- organic, fair trade coffee -- next year
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使用 TED 弗羅林或 TED 先令
10:34
using TED florins or TED shillings?
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購買一杯有機公平貿易咖啡?
10:37
Thank you very much.
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謝謝大家
10:39
(Applause)
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(掌聲)
10:41
Thank you. (Applause)
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謝謝 (掌聲)
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