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  • Remember this catch phrase?

    記得這句口頭禪嗎?

  • Yup, there's an app for just about anything.

    是的,幾乎所有的事情都有一個應用程序。

  • It was a revolutionary concept at the time.

    這在當時是一個革命性的概念。

  • But instead of switching between several different mobile apps, what if there was a one-stop

    但是,如果沒有在幾個不同的移動應用程序之間切換,而是有一個一站式的

  • portal for most of your needs?

    門戶網站可以滿足你的大部分需求?

  • Well, it already exist, and it's called the 'super app.'

    嗯,它已經存在,它被稱為 "超級應用程序"。

  • If you're living in China, I'd love to see someone who doesn't use a WeChat or

    如果你生活在中國,我很樂意看到有人不使用微信或

  • AliPay at least once in a day.

    在一天中至少有一次支付寶。

  • It's near impossible to do that.

    要做到這一點幾乎不可能。

  • So, what's the story behind the most successful super apps and how did they become so popular?

    那麼,最成功的超級應用程序背後有什麼故事,它們是如何變得如此受歡迎的?

  • In the first quarter of this year, there were more than 3.4 million apps on the Google Play Store

    今年第一季度,谷歌應用商店有超過340萬個應用程序

  • and 2.2 million on the Apple App Store.

    和蘋果應用商店的220萬。

  • Out of this, there are only a handful of super apps, but they have taken Asian markets by storm.

    在這之中,只有少數幾個超級應用程序,但它們已經在亞洲市場掀起了風暴。

  • And nothing happens in the world of super apps without CNBC technology correspondent

    在超級應用程序的世界裡,如果沒有CNBC的技術記者,任何事情都不會發生。

  • Arjun Kharpal knowing about it.

    Arjun Kharpal知道這件事。

  • He's based in our bureau in Guangzhou, China, so we caught up via video call.

    他在我們位於中國廣州的辦事處工作,所以我們通過視頻電話進行了交談。

  • Hi Arjun, how're you doing?

    嗨,阿瓊,你還好嗎?

  • Hi Nessa, all good, all good here.

    嗨,妮莎,一切順利,這裡一切順利。

  • Looking forward to the chat ahead.

    期待著前面的哈拉。

  • Before that, I wanted to ask you how many super apps do you have installed right now?

    在此之前,我想問你,你現在安裝了多少個超級應用程序?

  • Three, something like three or four.

    三個,大概是三個或四個。

  • You're based in China, so you can't really escape super apps, right?

    你的總部在中國,所以你真的無法逃避超級應用程序,對嗎?

  • It's ingrained in day-to-day life.

    這在日常生活中已經根深蒂固。

  • I'm in Singapore, I definitely have one.

    我在新加坡,我肯定有一個。

  • I think you can guess which one it is.

    我想你可以猜到是哪一個。

  • I'll take a punt and say Grab.

    我賭一賭,說是Grab。

  • Yes.

    是的。

  • So, in your definition, what is a super app?

    那麼,在你的定義中,什麼是超級應用程序?

  • When you've got a single app, and in that app, there's a ton of services that you can access.

    當你有一個單一的應用程序,並且在該應用程序中,有大量的服務,你可以訪問。

  • That's really what a super app is.

    這確實是一個超級應用程序的特點。

  • It's got that utility for day-to-day life, but also all these other things you might

    它在日常生活中具有這種實用性,但也有所有這些其他的東西,你可以

  • end up doing as well via those apps.

    最終通過這些應用程序也能做到。

  • You open it up, and, voila.

    你把它打開,然後,就看到了。

  • It's a bunch of services, right, that are not necessarily related to each other, but

    這是一堆服務,對吧,它們之間不一定相關,但

  • they're under the same umbrella app.

    他們是在同一個傘狀應用程序下。

  • Some notable examples include China's WeChat and AliPay, India's Paytm, Singapore's

    一些值得注意的例子包括中國的微信和支付寶,印度的Paytm,新加坡的

  • Grab, Indonesia's GoTo, Vietnam's Zalo and South Korea's Kakao.

    Grab、印度尼西亞的GoTo、越南的Zalo和韓國的Kakao。

  • It usually starts off with one service, like ride-hailing or messaging, before evolving

    它通常從一種服務開始,如乘車服務或資訊服務,然後發展到

  • to include other services such as food delivery, digital payment, gaming, travel booking, bill

    包括其他服務,如食品配送、數字支付、遊戲、旅遊預訂、賬單等。

  • payments, mobile phone top-ups, music streaming, social networking, and the list goes on.

    支付、行動電話充值、音樂流媒體、社交網絡等等,不勝枚舉。

  • What these companies have managed to do is rack up huge user bases by dominating their market.

    這些公司設法做到的是通過主導市場來積累巨大的用戶群。

  • And that's been very key for their success.

    而這對他們的成功非常關鍵。

  • In Asia, super apps are a mainstay.

    在亞洲,超級應用程序是一種主流。

  • Grab operates in 8 countries, including Singapore, Thailand and Vietnam.

    Grab在8個國家營運,包括新加坡、泰國和越南。

  • The Singaporean start-up serves more than 187 million users in over 350 cities.

    這家新加坡的初創公司為350多個城市的1.87億用戶提供服務。

  • Meanwhile, GoTo Group, comprising Gojek and Tokopedia, is Indonesia's most valuable

    同時,由Gojek和Tokopedia組成的GoTo集團是印度尼西亞最有價值的公司。

  • tech company, contributing 2% to the country's $1 trillion GDP.

    科技公司,為該國1萬億美元的國內生產總值貢獻了2%。

  • India's biggest startup Paytm has over 350 million users signed up to their digital payments

    印度最大的創業公司Paytm有超過3.5億用戶註冊了他們的數字支付。

  • service, and it's also a fully licensed digital bank.

    服務,而且它也是一個完全許可的數字銀行。

  • And South Korea's Kakao has around 87% of the country's total population on its messaging

    而韓國的Kakao公司擁有該國總人口的87%左右的資訊傳遞。

  • platform, meaning that almost everyone uses the chat app.

    平臺,這意味著幾乎所有人都在使用這個哈拉應用程序。

  • Some of these countries have young generations, very digital savvy.

    其中一些國家有年輕一代,非常瞭解數字。

  • You see that in India of course.

    當然,你在印度看到了這一點。

  • They're willing to just go straight to phones, digital-savvy, they want digital products.

    他們願意直接使用手機,精通數字,他們想要數字產品。

  • And that's something I think you'll see in other parts of the world as well.

    而這一點我認為你在世界其他地方也會看到。

  • China, pretty much jumped straight into mobile quite quickly and so, the internet was developing

    中國,很快就直接進入了移動領域,是以,互聯網正在發展。

  • fast, smartphones got huge.

    快速,智能手機變得巨大。

  • Manufacturers here were making quite high quality, but low-priced smartphones,

    這裡的製造商正在製造品質相當高,但價格低廉的智能手機。

  • that's been pretty key for the development of the super apps.

    這對超級應用程序的發展相當關鍵。

  • China is very, very advanced when it comes to digital payments.

    在數字支付方面,中國非常、非常先進。

  • You can go to a very tiny village somewhere, and someone's going to accept AliPay and WeChat Pay.

    你可以去某個非常小的村莊,有人會接受阿里巴巴和微信支付。

  • But a super app also isn't a one-size-fits-all concept.

    但超級應用程序也不是一個一刀切的概念。

  • What's successful in one country might not be successful in another.

    在一個國家成功的東西可能在另一個國家不成功。

  • Often, I guess it starts with a simple product, or a single product, you know, whether it's

    通常,我想它始於一個簡單的產品,或一個單一的產品,你知道,無論是

  • messaging, whether it's ride-hailing.

    資訊傳遞,無論是乘車服務。

  • And then they sort of tack on services.

    然後他們就把服務粘在一起。

  • What I think is the key though, is for these super app developers to localize their app.

    但我認為關鍵是這些超級應用開發者要將其應用本地化。

  • A lot of people in Indonesia, they can't afford cell phones, right?

    印度尼西亞的很多人,他們買不起手機,對嗎?

  • So, when Gojek first started out there, they gave an incentive for their driver-partners

    是以,當Gojek剛剛開始時,他們為他們的司機夥伴提供了一個激勵措施

  • to sign on with them by giving them loans to purchase smartphones.

    通過給他們貸款購買智能手機,與他們簽約。

  • And I guess that move really paid off.

    我想這一舉措真的得到了回報。

  • That's a great example you just gave there of localization, of understanding your market.

    你剛才舉了一個很好的例子,就是本地化,就是了解你的市場。

  • Localization also means understanding the traffic conditions, understanding how transport

    本地化還意味著要了解交通狀況,瞭解運輸方式。

  • works if you're a ride-hailing service.

    如果你是一個叫車服務,就能發揮作用。

  • You know, you can't just bring the China model everywhere else, or you can't just

    你知道,你不能把中國的模式帶到其他地方,或者你不能只是

  • bring the Singapore or Southeast Asian model everywhere else.

    把新加坡或東南亞的模式帶到其他地方。

  • The popularity of super apps is not just limited to Asia.

    超級應用程序的普及不僅限於亞洲。

  • The model is also spreading in places like Latin America and Africa.

    這種模式也在拉丁美洲和非洲等地蔓延。

  • What we're seeing in other countries as well, particularly some of the developing markets,

    我們在其他國家也看到了什麼,特別是一些發展中的市場。

  • is their internet penetration is going to continue to grow.

    是他們的互聯網滲透率將繼續增長。

  • There may still be somewhat of a digital gap in some of these countries, but as they continue

    在這些國家中,可能仍然存在一些數字差距,但隨著他們繼續

  • to grow, there are cheap smartphones now on the market as well, a lot of them from

    增長,現在市場上也有廉價的智能手機,其中有很多來自於

  • Chinese manufacturers.

    中國製造商。

  • The user base of smartphones will grow, the population connected to the internet will

    智能手機的用戶群將增長,連接到互聯網的人口將

  • grow, and that will sort of help along with some of the growth of super apps, as well.

    增長,這將有助於隨著一些超級應用程序的增長,以及。

  • According to a global report, China and India have the most cell phone users in the world,

    根據一份全球報告,中國和印度是世界上手機用戶最多的國家。

  • with Indonesia and Japan among the Asian countries featured in the top ten.

    印度尼西亞和日本是前十名中的亞洲國家。

  • How come super apps have done so remarkably well in Asian markets, but we don't see

    為什麼超級應用程序在亞洲市場表現得如此出色,而我們卻沒有看到

  • super apps gaining traction in European markets, or even American markets?

    超級應用程序在歐洲市場,甚至是美國市場獲得了牽引力?

  • Obviously China is unique in the sense that things like WhatsApp, Signal, Twitter, Facebook,

    顯然,中國是獨特的,因為像WhatsApp、Signal、Twitter、Facebook這些東西。

  • Google, are all blocked.

    谷歌,都被封鎖了。

  • So that obviously cuts out a huge amount of competition out of the way.

    是以,這顯然切斷了大量的競爭途徑。

  • The other point to make here is regulation.

    這裡要說明的另一點是監管。

  • In China, for a long time, these tech companies have grown to giants, unencumbered broadly

    在中國,長期以來,這些科技公司已經成長為巨頭,不受任何約束地廣泛存在著

  • by regulation.

    按規定。

  • Now that's not to say, for example, that the Chinese population does not care about

    現在,這並不是說,比如說,中國人不關心

  • privacy, that's incorrect.

    隱私,這是不正確的。

  • What it is, is there hasn't really been the regulation and laws to govern data, to

    它是什麼,是還沒有真正的監管和法律來管理數據,以

  • govern privacy, whereas, Europe, very strong on the General Data Protection Regulation,

    治理隱私,而歐洲,在《通用數據保護條例》上非常強。

  • that big framework.

    那個大框架。

  • And so, at points where super apps rely a lot on user data, to share between all these

    是以,在超級應用程序大量依賴用戶數據的地方,要在所有這些應用程序之間共享

  • things, and the company knows so much about you from using their service daily, that's

    的事情,而且該公司每天都在使用他們的服務,對你瞭解得非常多,這就是

  • not always an easy thing to do with data privacy and protection laws.

    在數據隱私和保護法下,這並不總是一件容易的事情。

  • One thing you see in Europe, in the U.S., is the fact that competition is fierce among

    在歐洲,在美國,你看到的一件事是,在歐洲和美國,競爭是很激烈的。

  • the tech giants you know, Apple's got iMessage, Facebook's got WhatsApp and Messenger.

    你知道科技巨頭,蘋果有iMessage,Facebook有WhatsApp和Messenger。

  • So at some point, it's more disintermediated, more fractured, the market, in terms of services.

    是以,在某種程度上,它是更多的脫媒,更多的斷裂,市場,在服務方面。

  • No one player necessarily always dominates a certain part, in order to create this super

    沒有一個球員一定總是主導某個部分,為了創造這種超級的

  • app experience as well.

    應用的經驗也是如此。

  • Maybe one of the conversations that we can talk about right now is the definitions, I

    也許我們現在可以討論的對話之一是定義,我

  • guess, of super apps in Asian markets and Western markets.

    猜測,在亞洲市場和西方市場的超級應用程序。

  • If you look at an Apple for example, it's an interesting one right started off with

    如果你看一下蘋果公司的例子,它是一個有趣的,正確的開始是

  • iPhones, hardware, smartphones, but it's all about services now.

    iPhone、硬件、智能手機,但現在都是關於服務。

  • It's not a super app, but it's a super phone, right?

    它不是一個超級應用程序,但它是一個超級手機,對嗎?

  • Everything's on that phone.

    一切都在那部手機上。

  • You're on the iPhone, there you got Apple Music, Apple TV, you got iMessage, Apple Pay,

    你在iPhone上,你有蘋果音樂、蘋果電視,你有iMessage、Apple Pay。

  • etc etc so, what they've done is a bit different.

    等等等等,所以,他們所做的有點不同。

  • In the sense, it's a credit to these ecosystems of products, but it's unique because they

    在這個意義上,它是這些產品生態系統的功勞,但它是獨特的,因為他們

  • own the hardware platform.

    擁有硬件平臺。

  • The key is ecosystem here right, like how can you keep people, customers, engaged in

    關鍵是這裡的生態系統吧,比如你怎麼能讓人們、客戶參與到

  • whatever products you have.

    無論你有什麼產品。

  • And so effectively you can sell them more, is the end goal for these companies.

    是以,有效地你可以賣給他們更多,是這些公司的最終目標。

  • Obviously, super apps, with their ability to traverse across different industries, have

    顯而易見,超級應用程序憑藉其穿越不同行業的能力,有

  • a large, exclusive amount of access to user data.

    對用戶數據的大量、獨家訪問。

  • Is this going to be a problem in the future, where data can be used against the consumer?

    這在未來是否會成為一個問題,即數據可以被用來對付消費者?

  • Each country's going to approach data protection, data privacy and data in their own way.

    每個國家都會以自己的方式對待數據保護、數據隱私和數據。

  • You know, if you're paying for something on one of Alibaba's e-commerce platforms,

    你知道,如果你在阿里巴巴的一個電子商務平臺上支付東西。

  • they know what you're like as a consumer in terms of your purchasing habits that creates

    他們知道你作為一個消費者在購買習慣方面是什麼樣的,這創造了

  • an entire profile.

    一個完整的配置文件。

  • With new data protection laws in China, the question is how much data, what data, will

    隨著中國新的數據保護法的出臺,問題是,有多少數據,什麼數據,將是一個問題。

  • companies like Alibaba and Tencent be able to collect and to what extent can they share

    阿里巴巴和騰訊等公司能夠收集到的資訊,以及他們能夠在多大程度上共享

  • that between their own services.

    他們自己的服務之間。

  • The other point here is the government is, to some extent, I would say jealous of the

    這裡的另一點是,在某種程度上,我想說的是,政府嫉妒

  • amount of data that WeChat and AliPay, for example, have been able to garner because

    例如,微信和支付寶能夠獲得的數據量,因為

  • this is so valuable.

    這真是太有價值了。

  • Privacy is an issue with any tech company, right.

    隱私是任何科技公司的問題,對吧。

  • Yeah, I mean, these technology companies rely on data.

    是的,我的意思是,這些技術公司依靠的是數據。

  • That's their business model and they rely on it for certain things, whether you're a

    這就是他們的商業模式,他們依靠它來做某些事情,無論你是一個

  • company that relies on advertising, you need to profile your users to serve the ads and

    依靠廣告的公司,你需要對你的用戶進行分析,以提供廣告和服務。

  • that's how they make the money.

    這就是他們賺錢的方式。

  • To what extent can this data be collected and also, the control.

    在何種程度上可以收集這些數據,還有,控制。

  • How much control the users have over what is collected and the data.

    用戶對收集的內容和數據有多少控制權。

  • If you look at the GDPR regulation in Europe, that gives users some semblance of control,

    如果你看一下歐洲的GDPR法規,這給了用戶一些控制的機會。

  • some extent of control, about what data websites can collect, etc.

    某種程度上的控制,關於網站可以收集哪些數據,等等。

  • That's quite a strong stance on privacy.

    這是對隱私的一個相當強烈的立場。

  • Question is how will that European level of privacy regulation make its way around other

    問題是,歐洲的隱私監管水準將如何在其他國家實現?

  • parts of the world?

    世界上的部分地區?

  • Because there's certainly, you know, parts of the world, that maybe it's not in the government's

    因為肯定有,你知道,世界上的一些地方,也許它不是在政府的

  • interest to give users that privacy to allow encryption.

    賦予用戶這種隱私以允許加密的利益。

  • But it's not just about the consumer.

    但這不僅僅是關於消費者的問題。

  • We're seeing super apps evolve into developing their own payment systems, so they'll need to

    我們看到超級應用程序正在演變成開發自己的支付系統,是以他們需要

  • understand the needs of merchants and banks as well.

    也瞭解商戶和銀行的需求。

  • If you think about it, like, to sign up to a lot of these payments systems, you still

    如果你想一想,比如,要註冊很多這樣的支付系統,你仍然

  • need your bank account, and you still need your card to be linked etc.

    需要你的銀行賬戶,而且你還需要你的卡被鏈接等等。

  • But the payments are happening via these apps.

    但支付是通過這些應用程序進行的。

  • And if you think about Alipay, which is issuing loans,

    而如果你想想支付寶,它正在發放貸款。

  • they're not necessarily underwriting the loans, the bank or the financial institution is still

    他們不一定承銷貸款,銀行或金融機構仍然是

  • underwriting those but it's going through Alipay.

    承包這些,但它是通過支付寶進行的。

  • All people know is Alipay is processing that.

    人們只知道支付寶在處理這個問題。

  • And so that's another step removed, that customer is another step removed from the bank.

    是以,這又是一個步驟,該客戶與銀行的關係又是一個步驟。

  • So, the banks are still benefiting from these tech companies, but they might not have that

    是以,銀行仍然從這些科技公司中受益,但他們可能沒有那個

  • relationship anymore with the customer.

    與客戶的關係了。

  • So what's the next big thing in super apps?

    那麼,超級應用程序的下一個大事件是什麼?

  • That's a tough one, Nessa.

    這是個棘手的問題,內薩。

  • If I knew, I'd probably be a billionaire at the moment.

    如果我知道,我此刻可能已經是個億萬富翁了。

  • We'll share a little bit of the pie.

    我們將分享一點兒餡餅。

  • You can take a stake, be co-founders, that kinda thing.

    你可以入股,成為聯合創始人,諸如此類的事情。

  • I mean, what you're going to continue to see, no doubt is these super apps continue

    我的意思是,你將繼續看到的,毫無疑問是這些超級應用程序繼續

  • to try to stay dominant.

    試圖保持主導地位。

  • How to keep, I think, your users stuck in your app, they're trying to learn that from

    如何保持,我認為,你的用戶停留在你的應用程序中,他們正試圖從中學到這些。

  • the likes of Tencent and Alipay as well.

    像騰訊和支付寶也是如此。

  • I think for now there's going to be a continuation of some of the things we've seen, tacking

    我認為,目前,我們已經看到的一些事情將繼續下去,粘著

  • on more services, localization, data privacy laws, data laws around the world, how those

    在更多的服務、本地化、數據隱私法、世界各地的數據法上,這些法律如何

  • fit into it as well.

    也適合於此。

  • And I think that's going to be the key.

    而且我認為這將是關鍵所在。

  • If you could add one thing in your super app, what would it be?

    如果你能在你的超級應用程序中添加一樣東西,那會是什麼?

  • Wow, in my super app, what would it be?

    哇,在我的超級應用程序中,會是什麼呢?

  • That's a tough one.

    這是個難題。

  • I'd probably add some more games, just to like, pass the time you know.

    我可能會增加一些遊戲,只是為了打發時間,你知道。

  • What kind of games are you thinking of? Like zombie survival games? Sudoku?

    你想的是什麼類型的遊戲?像殭屍生存遊戲?數獨?

  • Something fun, some mobile games.

    一些有趣的東西,一些移動遊戲。

  • Maybe some sort of adventure games, it'd be pretty fun.

    也許是某種冒險遊戲,這將是相當有趣的。

Remember this catch phrase?

記得這句口頭禪嗎?

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