英語(yǔ)資源頻道為大家整理的china daily雙語(yǔ)新聞：塑造未來(lái)的數(shù)字世界，供大家學(xué)習(xí)參考:)
It’s not what you get out of it that matters, it’s what you put in.
你從中得到的內(nèi)容并不重要，關(guān)鍵是你輸入的信息。
That is the real significance of Facebook’s inelegantly named Graph Search, the new “social” search engine it unveiled this week. The company that probably already knows more about you than any other single business would now like you to divulge one other, extremely valuable thing: what you want.
這就是Facebook最近推出的名稱(chēng)平淡無(wú)奇的新“社交”搜索引擎——Graph Search的真正意義所在。Facebook這家可能比任何其他公司都了解你們的公司，現(xiàn)在希望大家能夠透露另一個(gè)非常有價(jià)值的信息：你們想要什么？
A deeper move by Facebook into search has been widely expected for a long time, and no wonder. It is hard to overstate the commercial significance of being able to divine someone’s needs and intentions at the very moment that they are at their strongest. There is nothing that does that quite like the search box.
很長(zhǎng)時(shí)間以來(lái)人們就普遍預(yù)期Facebook將進(jìn)一步深入搜索領(lǐng)域，這是意料之中的。在人們的某項(xiàng)需求烈的時(shí)候，預(yù)測(cè)他們的需要和意圖，這其中的商業(yè)意義難以估量。在搜索引擎方面這點(diǎn)表現(xiàn)最為明顯。
Google, the unchallenged leader in this kind of divination, sucked up about 48.5 per cent of all global online advertising last year, based on an estimate of the total market by media buying agency ZenithOptimedia. That was even higher than in 2011 and puts Google on track to devour more than half of the entire internet advertising pie this year or next.
媒體傳播機(jī)構(gòu)實(shí)力媒體(ZenithOptimedia)對(duì)整個(gè)市場(chǎng)的評(píng)估顯示，需求預(yù)測(cè)方面全球當(dāng)之無(wú)愧的谷歌(Google)去年吸走了48.5%的全球在線廣告業(yè)務(wù)。這一比例甚至高于2011年，使得谷歌有望在今年或者明年吞噬整個(gè)英特網(wǎng)廣告業(yè)務(wù)的一半以上。
With the rise of the mobile phone as the preferred method of internet access, the stakes are only going higher. At least when it comes to smartphones, being able to deliver relevant, timely and usable commercial messages has become the be all and end all. The word “mobile” was conspicuous by its absence as Mark Zuckerberg took the wraps off Graph Search. But that shouldn’t detract from his real intentions. Facebook has taken to calling itself a mobile-first company of late, and a more easily searchable social database is made for this world.
使用手機(jī)上網(wǎng)的人數(shù)越來(lái)越多，因而這其中的利害關(guān)系就更大了。至少?gòu)闹悄苁謾C(jī)方面來(lái)看，是否能夠傳遞相關(guān)、及時(shí)、有用的商業(yè)信息，已經(jīng)成為決定成敗的東西。馬克·扎克伯格(Mark Zuckerberg)在為Graph Search揭幕的時(shí)候沒(méi)有提到“移動(dòng)”這個(gè)詞，這引起了人們的注意。但這不應(yīng)抹殺他的真正意圖。Facebook最近將自己稱(chēng)為以“移動(dòng)為先”的公司，并致力于為世界提供一個(gè)更容易搜索的社交數(shù)據(jù)庫(kù)。
The smartphone has assumed a role that no other technology has achieved before: guide, personal assistant and trusted informant, it is the remote control for a digital life. Remaking Facebook for this new platform is already in full swing. So far, this has involved stripping down the company’s complex PC service into a suite of simplified mobile apps, such as messaging and photo-sharing.
智能手機(jī)現(xiàn)在的功能已經(jīng)超越了任何其他技術(shù)：導(dǎo)航、個(gè)人助理、可靠的信息提供者，它已經(jīng)成為數(shù)字生活的遙控器。為這一新的平臺(tái)重新打造Facebook已經(jīng)如火如荼地展開(kāi)。目前為止，該公司的復(fù)雜PC服務(wù)已經(jīng)轉(zhuǎn)變?yōu)橐幌盗泻?jiǎn)單化的移動(dòng)應(yīng)用程序，比如消息傳送和照片分享。
The natural-language aspect of the search service launched this week – type in words and Facebook will try to deduce what you mean and return something useful. Followed to its natural conclusion, the Facebook vision of the future is one in which you can whisper anything into your device and it will find the most relevant answer from a social universe organised around you. Voice-activated, natural-language queries. Sound familiar?
從自然語(yǔ)言方面看最近發(fā)布的搜索服務(wù)：輸入單詞，F(xiàn)acebook就會(huì)試著推斷你的意思，然后反饋一些有用的東西。根據(jù)其自然結(jié)論，F(xiàn)acebook對(duì)未來(lái)的預(yù)想就是，你可以對(duì)著設(shè)備隨便說(shuō)點(diǎn)什么，然后它就將根據(jù)你周?chē)纳缃蝗ψ咏o出相關(guān)性的答案。語(yǔ)音激活，自然語(yǔ)言查詢(xún)，聽(tīng)上去是不是很熟悉？
Apple’s Siri has delivered an early demonstration of what might be possible, even if the technology is not yet fully ready. If Facebook can crack this problem, there will be no shortage of advertisers lining up to put their money to work.
蘋(píng)果(Apple)的Siri搶先一步展示了什么是可能的，即使技術(shù)還沒(méi)有完全準(zhǔn)備好。如果Facebook可以解決這個(gè)問(wèn)題，那么肯定不缺乏投資的廣告商。
Unfortunately, this will be easier said than done – and not just because of the considerable technical challenges involved.
不幸的是，說(shuō)得容易做到難，這其中不僅涉及大量的技術(shù)挑戰(zhàn)。
The problem is partly the limited range of search requests that Facebook is likely to be good at handling. You may like to post comments about films or restaurants you have enjoyed but not many people discuss their favourite cold remedies or the plumber they have found most reliable. That lack of comprehensiveness is one reason why Google’s place as the “start page of the web” will be very hard to replicate. Another is the value that Facebook can mine from the information at its fingertips. Its private database of social connections – and all the likes and preferences of its users – is still no match for the entirety of the web.
一個(gè)問(wèn)題就是Facebook擅長(zhǎng)處理的搜索要求的范圍有限?；蛟S你喜歡發(fā)布對(duì)自己喜歡的電影或者餐館的評(píng)論，但沒(méi)有多少人會(huì)討論最喜歡的感冒藥或者他們認(rèn)為最可靠的水管工。這種綜合性的欠缺是谷歌“網(wǎng)絡(luò)起始頁(yè)”的地位將很難被復(fù)制的一個(gè)原因。另一個(gè)問(wèn)題是，F(xiàn)acebook能從其唾手可得的信息中挖到多少價(jià)值。就算其用戶(hù)再喜歡再偏愛(ài)它，F(xiàn)acebook社交網(wǎng)絡(luò)的私人數(shù)據(jù)庫(kù)依然不能與整個(gè)網(wǎng)絡(luò)相比。
You won’t necessarily like a restaurant simply because one of your friends did: sometimes, the views of thousands of like-minded strangers posting their thoughts on Yelp really can be a better guide. And by giving anyone the chance to “follow” tastemakers and trendsetters, influence can spread every bit as fast on Twitter as on Facebook. Yet, as the social hub, Facebook’s gravitational pull threatens to suck in an increasing amount of this user-generated content. Also, what is left will be increasingly hard for Google to index – as evidenced by its battles with companies such as Yelp and Twitter over tapping into their content.
或許你并不會(huì)僅僅因?yàn)橐粋€(gè)朋友喜歡一家餐館你就會(huì)喜歡：有時(shí)候，Yelp上數(shù)千個(gè)志趣相投的陌生人的觀點(diǎn)確實(shí)是更好的向?qū)?。由于任何人都可以“跟隨”風(fēng)尚引領(lǐng)者和意見(jiàn)領(lǐng)袖，其影響力就可以像在Twitter和Facebook上一樣迅速傳播。然而，作為一個(gè)社交中心，F(xiàn)acebook的吸引力很可能會(huì)吸收越來(lái)越多的這種用戶(hù)產(chǎn)生的內(nèi)容。剩下的內(nèi)容谷歌也將越來(lái)越難以染指。它與Yelp和Twitter這類(lèi)公司在利用后者內(nèi)容上的斗爭(zhēng)就是證明。
It was in preparation for just this day, after all, that Google came up with its Google Plus social network.
谷歌直到現(xiàn)在才準(zhǔn)備好推出其Google Plus社交網(wǎng)絡(luò)。
The battle lines in the new search wars have now been drawn. From Amazon, which handles more product-related searches than any other company, to Apple’s iPhone-based Siri and now Facebook’s social search, the new combatants are starting from their own positions of relative advantage.
新的搜索戰(zhàn)線已經(jīng)拉開(kāi)。從處理產(chǎn)品相關(guān)搜索多于任何其他公司的亞馬遜(Amazon)，到基于iPhone的蘋(píng)果Siri，再到現(xiàn)在的Facebook社交搜索，新的“參戰(zhàn)者”將借助各自的相對(duì)優(yōu)勢(shì)開(kāi)戰(zhàn)。
The outcome of this battle, as much as the clash of smartphone hardware and operating systems, will determine the shape of the digital future.
這場(chǎng)戰(zhàn)爭(zhēng)以及智能手機(jī)硬件和操作系統(tǒng)之間競(jìng)爭(zhēng)的結(jié)果，將決定未來(lái)數(shù)字世界的模樣。
Richard Waters is the Financial Times’s West Coast Managing Editor
本文作者理查德·沃特斯是英國(guó)《金融時(shí)報(bào)》美國(guó)西海岸主編
It’s not what you get out of it that matters, it’s what you put in.
你從中得到的內(nèi)容并不重要，關(guān)鍵是你輸入的信息。
That is the real significance of Facebook’s inelegantly named Graph Search, the new “social” search engine it unveiled this week. The company that probably already knows more about you than any other single business would now like you to divulge one other, extremely valuable thing: what you want.
這就是Facebook最近推出的名稱(chēng)平淡無(wú)奇的新“社交”搜索引擎——Graph Search的真正意義所在。Facebook這家可能比任何其他公司都了解你們的公司，現(xiàn)在希望大家能夠透露另一個(gè)非常有價(jià)值的信息：你們想要什么？
A deeper move by Facebook into search has been widely expected for a long time, and no wonder. It is hard to overstate the commercial significance of being able to divine someone’s needs and intentions at the very moment that they are at their strongest. There is nothing that does that quite like the search box.
很長(zhǎng)時(shí)間以來(lái)人們就普遍預(yù)期Facebook將進(jìn)一步深入搜索領(lǐng)域，這是意料之中的。在人們的某項(xiàng)需求烈的時(shí)候，預(yù)測(cè)他們的需要和意圖，這其中的商業(yè)意義難以估量。在搜索引擎方面這點(diǎn)表現(xiàn)最為明顯。
Google, the unchallenged leader in this kind of divination, sucked up about 48.5 per cent of all global online advertising last year, based on an estimate of the total market by media buying agency ZenithOptimedia. That was even higher than in 2011 and puts Google on track to devour more than half of the entire internet advertising pie this year or next.
媒體傳播機(jī)構(gòu)實(shí)力媒體(ZenithOptimedia)對(duì)整個(gè)市場(chǎng)的評(píng)估顯示，需求預(yù)測(cè)方面全球當(dāng)之無(wú)愧的谷歌(Google)去年吸走了48.5%的全球在線廣告業(yè)務(wù)。這一比例甚至高于2011年，使得谷歌有望在今年或者明年吞噬整個(gè)英特網(wǎng)廣告業(yè)務(wù)的一半以上。
With the rise of the mobile phone as the preferred method of internet access, the stakes are only going higher. At least when it comes to smartphones, being able to deliver relevant, timely and usable commercial messages has become the be all and end all. The word “mobile” was conspicuous by its absence as Mark Zuckerberg took the wraps off Graph Search. But that shouldn’t detract from his real intentions. Facebook has taken to calling itself a mobile-first company of late, and a more easily searchable social database is made for this world.
使用手機(jī)上網(wǎng)的人數(shù)越來(lái)越多，因而這其中的利害關(guān)系就更大了。至少?gòu)闹悄苁謾C(jī)方面來(lái)看，是否能夠傳遞相關(guān)、及時(shí)、有用的商業(yè)信息，已經(jīng)成為決定成敗的東西。馬克·扎克伯格(Mark Zuckerberg)在為Graph Search揭幕的時(shí)候沒(méi)有提到“移動(dòng)”這個(gè)詞，這引起了人們的注意。但這不應(yīng)抹殺他的真正意圖。Facebook最近將自己稱(chēng)為以“移動(dòng)為先”的公司，并致力于為世界提供一個(gè)更容易搜索的社交數(shù)據(jù)庫(kù)。
The smartphone has assumed a role that no other technology has achieved before: guide, personal assistant and trusted informant, it is the remote control for a digital life. Remaking Facebook for this new platform is already in full swing. So far, this has involved stripping down the company’s complex PC service into a suite of simplified mobile apps, such as messaging and photo-sharing.
智能手機(jī)現(xiàn)在的功能已經(jīng)超越了任何其他技術(shù)：導(dǎo)航、個(gè)人助理、可靠的信息提供者，它已經(jīng)成為數(shù)字生活的遙控器。為這一新的平臺(tái)重新打造Facebook已經(jīng)如火如荼地展開(kāi)。目前為止，該公司的復(fù)雜PC服務(wù)已經(jīng)轉(zhuǎn)變?yōu)橐幌盗泻?jiǎn)單化的移動(dòng)應(yīng)用程序，比如消息傳送和照片分享。
The natural-language aspect of the search service launched this week – type in words and Facebook will try to deduce what you mean and return something useful. Followed to its natural conclusion, the Facebook vision of the future is one in which you can whisper anything into your device and it will find the most relevant answer from a social universe organised around you. Voice-activated, natural-language queries. Sound familiar?
從自然語(yǔ)言方面看最近發(fā)布的搜索服務(wù)：輸入單詞，F(xiàn)acebook就會(huì)試著推斷你的意思，然后反饋一些有用的東西。根據(jù)其自然結(jié)論，F(xiàn)acebook對(duì)未來(lái)的預(yù)想就是，你可以對(duì)著設(shè)備隨便說(shuō)點(diǎn)什么，然后它就將根據(jù)你周?chē)纳缃蝗ψ咏o出相關(guān)性的答案。語(yǔ)音激活，自然語(yǔ)言查詢(xún)，聽(tīng)上去是不是很熟悉？
Apple’s Siri has delivered an early demonstration of what might be possible, even if the technology is not yet fully ready. If Facebook can crack this problem, there will be no shortage of advertisers lining up to put their money to work.
蘋(píng)果(Apple)的Siri搶先一步展示了什么是可能的，即使技術(shù)還沒(méi)有完全準(zhǔn)備好。如果Facebook可以解決這個(gè)問(wèn)題，那么肯定不缺乏投資的廣告商。
Unfortunately, this will be easier said than done – and not just because of the considerable technical challenges involved.
不幸的是，說(shuō)得容易做到難，這其中不僅涉及大量的技術(shù)挑戰(zhàn)。
The problem is partly the limited range of search requests that Facebook is likely to be good at handling. You may like to post comments about films or restaurants you have enjoyed but not many people discuss their favourite cold remedies or the plumber they have found most reliable. That lack of comprehensiveness is one reason why Google’s place as the “start page of the web” will be very hard to replicate. Another is the value that Facebook can mine from the information at its fingertips. Its private database of social connections – and all the likes and preferences of its users – is still no match for the entirety of the web.
一個(gè)問(wèn)題就是Facebook擅長(zhǎng)處理的搜索要求的范圍有限?；蛟S你喜歡發(fā)布對(duì)自己喜歡的電影或者餐館的評(píng)論，但沒(méi)有多少人會(huì)討論最喜歡的感冒藥或者他們認(rèn)為最可靠的水管工。這種綜合性的欠缺是谷歌“網(wǎng)絡(luò)起始頁(yè)”的地位將很難被復(fù)制的一個(gè)原因。另一個(gè)問(wèn)題是，F(xiàn)acebook能從其唾手可得的信息中挖到多少價(jià)值。就算其用戶(hù)再喜歡再偏愛(ài)它，F(xiàn)acebook社交網(wǎng)絡(luò)的私人數(shù)據(jù)庫(kù)依然不能與整個(gè)網(wǎng)絡(luò)相比。
You won’t necessarily like a restaurant simply because one of your friends did: sometimes, the views of thousands of like-minded strangers posting their thoughts on Yelp really can be a better guide. And by giving anyone the chance to “follow” tastemakers and trendsetters, influence can spread every bit as fast on Twitter as on Facebook. Yet, as the social hub, Facebook’s gravitational pull threatens to suck in an increasing amount of this user-generated content. Also, what is left will be increasingly hard for Google to index – as evidenced by its battles with companies such as Yelp and Twitter over tapping into their content.
或許你并不會(huì)僅僅因?yàn)橐粋€(gè)朋友喜歡一家餐館你就會(huì)喜歡：有時(shí)候，Yelp上數(shù)千個(gè)志趣相投的陌生人的觀點(diǎn)確實(shí)是更好的向?qū)?。由于任何人都可以“跟隨”風(fēng)尚引領(lǐng)者和意見(jiàn)領(lǐng)袖，其影響力就可以像在Twitter和Facebook上一樣迅速傳播。然而，作為一個(gè)社交中心，F(xiàn)acebook的吸引力很可能會(huì)吸收越來(lái)越多的這種用戶(hù)產(chǎn)生的內(nèi)容。剩下的內(nèi)容谷歌也將越來(lái)越難以染指。它與Yelp和Twitter這類(lèi)公司在利用后者內(nèi)容上的斗爭(zhēng)就是證明。
It was in preparation for just this day, after all, that Google came up with its Google Plus social network.
谷歌直到現(xiàn)在才準(zhǔn)備好推出其Google Plus社交網(wǎng)絡(luò)。
The battle lines in the new search wars have now been drawn. From Amazon, which handles more product-related searches than any other company, to Apple’s iPhone-based Siri and now Facebook’s social search, the new combatants are starting from their own positions of relative advantage.
新的搜索戰(zhàn)線已經(jīng)拉開(kāi)。從處理產(chǎn)品相關(guān)搜索多于任何其他公司的亞馬遜(Amazon)，到基于iPhone的蘋(píng)果Siri，再到現(xiàn)在的Facebook社交搜索，新的“參戰(zhàn)者”將借助各自的相對(duì)優(yōu)勢(shì)開(kāi)戰(zhàn)。
The outcome of this battle, as much as the clash of smartphone hardware and operating systems, will determine the shape of the digital future.
這場(chǎng)戰(zhàn)爭(zhēng)以及智能手機(jī)硬件和操作系統(tǒng)之間競(jìng)爭(zhēng)的結(jié)果，將決定未來(lái)數(shù)字世界的模樣。
Richard Waters is the Financial Times’s West Coast Managing Editor
本文作者理查德·沃特斯是英國(guó)《金融時(shí)報(bào)》美國(guó)西海岸主編