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时间:2019年10月19日 10:15:56

For some retailers that rely on emailed promotions, Google Inc. is adding insult to injury. 对一些依赖电子邮件促销的零售商来说,谷歌(Google Inc.)正在他们的伤口上撒盐。 When the search giant overhauled its free email service three months ago, it set up algorithms to automatically siphon the flow of airfare offers and spa deals away from users#39; main inboxes and into an easily bypassed #39;Promotions#39; folder. 三个月前这家搜索引擎巨头对其免费电子邮件务进行改革时,该公司建立了一个功能,可以自动将提供优惠机票和水疗务的邮件从用户主要收件夹中挑出来,然后放到一个很容易被忽略的“推广”文件夹中。 But there is another wrinkle: For Gmail users that do visit those Promotions folders, the first items they see will often be ads sold by Google. 但还有另外的波折:那些会点开“推广”文件夹的用户看到的通常会是由谷歌销售的广告。 The ads are different from those that aly appear inside users#39; opened messages. Instead, they look like emails sitting in an inbox but are shaded yellow and feature informational #39;i#39; icons explaining their purpose. Marketers still complain that the ads threaten to draw attention away from the coupons and pitch emails they want their targets to first. 这些广告不同于已经在用户打开的信息中出现的那些。相反,它们看上去像是收件箱里的电子邮件,但以黄色阴影标出,并有“i”的小图标解释其用途。营销人员仍在抱怨,这些广告有可能构成威胁,让用户不再关注他们希望目标客户首先阅读的优惠和推销邮件。 #39;People are not very amused by those,#39; said Tom Monaghan, product manager for the email service at marketing service HubSpot Inc. 营销务公司HubSpot Inc.的电子邮件务产品经理莫内根(Tom Monaghan)说,人们不太喜欢这些东西。 Google shows no more than two inbox ads per user, spokeswoman Andrea Freund said. Some users#39; inboxes showed no ads after Google tightened its #39;quality thresholds#39; for targeting the messages. 谷歌发言人弗罗因德(Andrea Freund)说,谷歌向每名用户展示的收件箱广告不超过两则。在谷歌收紧信息定位的“质量门槛”之后,一些用户的收件箱没有显示广告。 #39;Our goal was to put them someplace that was more relevant, and we thought that was the promotions tab,#39; she said. #39;When you#39;re looking at promotions, you#39;re looking for deals,#39; she added. #39;We do try to clearly label them as ads.#39; 她说:我们的目标是将这些广告放在更为相关的地方,我们认为“推广”文件夹就是这样一个合适的地方。当你将目光放在推广上的时候,也就是在寻找交易。我们确实试图清楚地将它们标记为广告。 If past software updates are any indication, Google will likely t carefully as it introduces the new inbox ads, according to Ben Chestnut, chief executive of email marketing service MailChimp. Too many ads could alienate users, he said. 电子邮件营销务MailChimp的首席执行长切斯特纳特(Ben Chestnut)说,参考以前的软件更新情况来看,谷歌推出新的收件箱广告时可能会小心行事。他说,广告太多可能让用户反感。 The ads are compounding the concern over the changes to Gmail, which has more than 425 million active users and a significant chunk of the world#39;s free email accounts, according to market researcher comScore. Though Gmail users can#39;t see the changes when accessing their messages on iPhones, Google#39;s Web mail application is widely used on desktops. Ms. Freund said more than half of all users have the updated Gmail layout, which the company has been gradually rolling out since May. 这些广告加剧了对于Gmail变化的担忧。据市场研究机构comScore的数据,Gmail拥有逾4.25亿活跃用户,在世界免费电子邮件账户中也占据了极大份额。虽然Gmail用户通过iPhone访问邮件时看不到这些变化,但谷歌的网页版邮件应用在台式电脑上应用十分普遍。弗罗因德说,一半以上的用户升级了Gmail的版式,谷歌自5月以来一直在逐步推出这种布局设计。 Prolific emailers like Delta Air Lines Inc., Gap Inc., Gilt Groupe Inc. and Groupon Inc. have sent step-by-step instructions to their mailing lists on how to move messages out of the Promotions tab and back to Gmail#39;s #39;Primary#39; folder. 像达美航空公司(Delta Air Lines Inc.)、Gap Inc.、Gilt Groupe Inc.和Groupon Inc.等发送较多电子邮件的企业向其邮寄对象发送了如何将信息从“推广”文件夹移回“主要”文件夹的详细指导。 Marketers fear the new system could sp and put an unwanted kink in a tried-and-true method of driving sales, not to mention business models that rely on emailed coupons. 市场营销人员担心这个新系统可能对一个已经检验明可靠的营销方式产生和扩散一种不利的影响,更不用说依靠电子邮件优惠券的商业模式了。 Google redesigned its service to help users manage email overload, Ms. Freund said. Users can reroute emails they want to land in their regular inbox with a simple drag-and-drop, or by going back to the old layout altogether. 弗罗因德说,谷歌重新设计其电子邮件务,旨在帮助用户管理过多的邮件。用户只要通过简单的拖拽或者完全回到原先的设计模式就可以让一些他们希望看到的邮件出现在他们常用的收件夹中。 The shift appears to have made a noticeable but small impact on the rate at which recipients open marketers#39; pitches. MailChimp last month found the percentage of emails that were opened by its 3 million customers fell by about 1 percentage point for Gmail, to between 12% and 13%. 这一改变似乎对收件者打开营销人员发送的电子邮件的比例产生了值得注意、但尚且较小的影响。MailChimp上个月发现,其300万个客户打开的Gmail邮件数量占其发送的Gmail邮件数量的比例下降了1个百分点,至12%-13%。 Analysis from HubSpot showed the percentage of Gmail users who opened clients#39; emails slid slightly over the summer, though activity spiked during the weekends. Open rates have declined at the same slow rate since April, suggesting user engagement is suffering from too many emails rather than Gmail. HubSpot的分析显示,夏季期间,打开其客户电子邮件的Gmail用户比例略微下降,但周末期间则增加。4月份以来这个比例一直在以这样缓慢的速度下降,说明这种情况是邮件太多导致的,而不是Gmail调整导致的。 #39;There#39;s a little bit of Chicken Little happening right now over this,#39; Mr. Monaghan said. 莫内根说,目前发生的情况有点像电影《四眼天鸡》(Chicken Little)的情节,掉个果子就以为天要塌下来了。 /201308/252946

German chancellor Angela Merkel has thrown her weight behind calls for Europe to develop internet services that are walled off from the US.德国总理安格拉#8226;默克尔(Angela Merkel)持有关让欧洲建立与美国隔离的互联网务的呼吁。Ms Merkel’s weekend comments come despite intensive efforts by President Barack Obama to quell European anger over the National Security Agency revelations made public by former contractor Edward Snowden, including documents that showed that US spy agencies had tapped Ms Merkel’s mobile phone.默克尔是在上周末发表这番言论的。美国总统巴拉克#8226;奥巴马(Barack Obama)此前曾做出大量努力,试图平息欧洲对于前合同工爱德华#8226;斯诺登(Edward Snowden)揭露的美国国家安全局(NSA)监听事件的愤怒,包括有文件显示,美国间谍机构曾窃听默克尔手机。Ms Merkel said she would press French president Fran#231;ois Hollande to back the push for EU-based alternatives to the current US-dominated internet infrastructure when she holds talks in Paris on Wednesday.默克尔表示,她将在本周三在巴黎与法国总统弗朗索瓦#8226;奥朗德(Fran#231;ois Hollande)会谈时,敦促奥朗德持在欧盟(EU)建立替代网络、取代当前由美国主导的互联网基础设施的举措。“We’ll talk with France about how we can maintain a high level of data protection,” Ms Merkel said in her weekly podcast.默克尔在她的每周播客中表示:“我们将与法国商讨我们如何能够保持高水平的数据保护。”“Above all, we’ll talk with European providers that offer security for our citizens, so that one shouldn’t have to send emails and other information across the Atlantic.”“最重要的是,我们将与向我们的公民提供安全的欧洲提供商讨论,这样人们就不必跨越大西洋发送电子邮件和其他信息了。”One US company, which refused to be named, said there were questions over the practicalities of how email between the US and countries in this undefined new service would work. Some tech experts have warned that proposals to build alternative networks in Europe fail to take account of how the internet operates, or the continued legal obligation of American companies to turn information over to the NSA, no matter where it is stored.一家拒绝具名的美国公司表示,有关美国如何与采用这种尚未界定的新式务的国家之间传输电子邮件,尚存在疑问。一些科技专家警告称,在欧洲建立替代网络的提议没有考虑到互联网的运行方式,也没有考虑到美国企业仍有法律义务将信息移交给美国国家安全局,不管这些信息存在何处。Ms Merkel’s decision to throw her personal backing behind EU-centric internet services reflects how politically charged the issue is in Germany.默克尔决定亲自出面,持以欧盟为中心的互联网务,此举反映出这个问题在德国充满政治色。 /201402/276476

Xiaomi Inc., the startup that has rattled China#39;s smartphone market with its fast-selling handsets, is looking to tap its international fan base for help as it tries to expand abroad, according to its new American executive.小米(Xiaomi Inc.)全球副总裁巴拉(Hugo Barra)表示,公司寻求藉助海外粉丝的力量实现海外扩张。作为初创企业,小米已凭藉迅猛的手机销量在中国智能手机市场异军突起。Xiaomi Global Vice President Hugo Barra, the former Google Inc. official who joined the Chinese company in October, said the smartphone maker--which in recent months began selling phones in Hong Kong and Taiwan--will likely next begin sales in Southeast Asia, though he didn#39;t give a time frame.这位谷歌(Google Inc.)前高管于今年10月份加入小米。他表示,小米下一步可能开始在东南亚市场进行销售,不过他并未给出一个时间表。最近几个月,小米已经开始在香港和台湾销售手机。Xiaomi plans to make use of its fans in other markets to popularize its phones and overcome language and border barriers, Mr. Barra said. #39;We have fans everywhere,#39; Mr. Barra said in an interview, his first with foreign media in China. #39;We#39;re on a mission. We want to have an impact in the world.#39;巴拉称,小米计划藉助其他市场的粉丝力量来推广旗下手机并克语言和国界障碍。他在中国首次接受外媒采访时称,小米在全球各地都有粉丝,公司肩负使命,希望能在全球发挥影响力。Started in 2010 by Chinese entrepreneur Lei Jun, closely held Xiaomi sells high-end phones for prices close to cost. Its flagship Mi 3 phone costs 6, less than half the price of top models from Apple Inc. and Samsung Electronics Co. Xiaomi, which is worth billion according to its most recent round of fundraising, expects to sell about 20 million handsets in 2013.中国企业家雷军于2010年创立了小米,以接近成本的价格销售高端手机。该公司旗舰产品小米手机3 (Mi 3)的价格为326美元,较苹果公司(Apple Inc.)和三星电子(Samsung Electronics Co.)的高端手机价格低了超过50%。根据最近一轮融资的信息,小米估值达到了100亿美元。该公司预计今年将售出约2,000万部手机。Xiaomi#39;s operating platform--currently available in English and Chinese--can be downloaded onto computers world-wide, enabling tech enthusiasts to experience Xiaomi#39;s interface without owning one of its phones.小米操作平台可在全球范围内的电脑下载,没有使用小米手机的科技发烧友也可以体验产品界面。目前小米操作平台持英语和中文两种语言。To cultivate a fan base, Xiaomi gives its users and fans direct input into what features and updates it adds to its operating platform, which runs on top of Google#39;s Android operating system. It updates its software weekly, free of charge.为培育粉丝群体,小米允许用户和粉丝直接参与其操作平台的新增功能和更新。小米每周都会更新软件,软件是免费的。小米的操作平台是基于谷歌安卓(Android)操作系统上开发的。The model has won the company more than five million registered users on its Chinese forum and more than 100,000 on its English forum, according to Mr. Barra, who said Xiaomi has forums in 21 countries outside China, Taiwan and Hong Kong. Its dedicated users report bugs, offer suggestions for new features and translate its software into other local languages available in unofficial versions.巴拉称,上述模式为公司在旗下中文论坛上争取到了超过500万名注册用户,在旗下英文论坛上争取到了超过10万名注册用户。巴拉还称,小米在中国大陆、台湾和香港以外的21个国家都有论坛。这些乐于奉献的用户报告系统缺陷,提供有关新特性的建议,并将其软件翻译成其他语言并移植到非官方版本。Mr. Barra said the process is a powerful tool to attract users. Followers in other countries #39;are also the first people that are going to purchase a Xiaomi product when it#39;s available in their country and get the word out and be brand ambassadors,#39; he said.巴拉称,上述机制是一种吸引用户的有力工具。他称,其他国家的粉丝也就是那些会在小米产品于当地上市时购买产品、帮助小米宣传并充当品牌大使的第一批人。Analyst have wondered whether Xiaomi#39;s crowdsourcing of input will be as effective outside China, where the company is relatively unknown. In recent months it began selling handsets in Hong Kong and Taiwan--new markets, but where its Chinese-language services aly have a y audience.一些分析师考虑,小米在手机输入法上采取的“众包”模式是否也会在中国以外起到同样效果,因为该公司在中国以外的名气还相对较小。近几个月来,小米已经开始在香港和台湾发售手机,这是两个新市场,但该公司的中文务早就已经在这些新市场吸引了一些关注者。#39;They will probably not be able to have as many Xiaomi fans as they do in Taiwan and China, so the hope is just being cheap#39; will attract customers, said Forrester analyst Bryan Wang.福里斯特研究公司(Forrester)分析师Bryan Wang称,小米可能无法再获得与台湾和中国大陆一样多的粉丝,因此只能寄希望于通过低价吸引客户。Mr. Barra said that the company will likely follow the model it took to expand into Taiwan, which he says was in many ways #39;experimental.#39; First the company began shipping phones that were ordered on its Taiwan website directly to the country. Then it established a distribution center and hosted an event at which around 400 users spent time with executives, offering software suggestions, singing karaoke and playing games. A number of fans from the company#39;s forum helped to organize the event.巴拉称,公司可能会沿用其在进军台湾市场时采取的模式。他还称,这在许多方面都还是“试验性的”。该公司先是开始将顾客在旗下台湾网站上订购的手机直接发往台湾,而后建立了一个分销中心,同时主办一次活动,使大约400名用户能有时间与公司高管进行互动,向他们提供软件方面的建议,并一起唱卡拉OK和打游戏。该公司旗下论坛的一些粉丝帮助组织了那次活动。#39;We experiment very aggressively and we#39;re going to be constantly looking for ways to scale aggressively,#39; he said. Xiaomi wouldn#39;t elaborate on sales figures in Taiwan, or longer-term sales targets abroad.巴拉称,小米进行了非常大胆的试验,今后将不断寻找大胆扩张的途径。小米不愿进一步台湾的销售数据,也不愿具体说明海外市场的中长期销售目标。Mr. Barra said the company was looking at Southeast Asia next due to the region#39;s large population, relative proximity to China, and the likely draw in those markets of cheaper smartphones with features that compare to those of higher-end phones made by companies like Samsung.他还称,公司已将东南亚地区作为下一个着眼点,因为该地区人口众多,距中国相对较近,而且这些市场可能对价格更低、特性与三星电子等公司生产的高端手机类似的智能手机有着较大需求。Mr. Wang, of Forrester, said Xiaomi will likely have to tweak its business model abroad, charging more for phones to make the margins to support the outlays it will take to expand into those countries. Currently, the company maintains low margins on the phones it sells with the idea that it can eventually make money off its millions of users by selling accessories and services like content, games or applications.福里斯特研究的Bryan Wang称,小米可能将需要在海外市场调整业务模式,通过提高手机售价来提高利润率,以便帮助公司维持在相关国家扩张的费用。目前小米把销售手机的利润率维持在低水平,认为公司最终能仰仗多达百万的用户群体、通过出售内容、游戏或应用等周边产品和务来获利。Mr. Barra admitted it could be hard to push abroad, but also said he believed the model that has led to the company#39;s push was applicable beyond China.巴拉承认,公司可能难以进军海外,但他还是相信,帮助小米不断扩张的模式也适用于中国以外的地区。#39;That concept of #39;I don#39;t need to see a billboard of your product, just sell it to me for a little bit less#39; is very powerful, and people get it, #39; he said.他表示,有一种消费观念是“我不需要去看你们产品的宣传,只需要你们用低一点的价格卖给我”,这种观念非常强大,人们也心知肚明。 /201312/269480


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