It's essentially a fundamental shift

我要跟你們談談我稱之爲“網”的東西

in our relationship with stuff, with the things in our lives.

這基本上是個重大的變革

And it's starting to look at --

影響我們在生活中與其他東西的關係

not always and not for everything --

它使大家開始認為—

but in certain moments of time,

雖然不是對所有東西都如此，

access to certain kinds of goods and service

但某些時候

will trump ownership of them.

能夠使用某些物品或者服務

And so it's the pursuit of better things,

勝過必需擁有它們

easily shared.

這就是一種追求：要讓好東西

And we come from a long tradition of sharing.

更容易被分享。

We've shared transportation.

在歷史的長河中我們早已形成了資源共享的傳統

We've shared wine and food

我們共享交通工具

and other sorts of fabulous experiences

我們共享美酒與美食

in coffee bars in Amsterdam.

還有其他各種美妙的經驗

We've also shared other sorts of entertainment --

譬如在阿姆斯特丹的咖啡店裏。

sports arenas, public parks,

我們也共享其他的娛樂

concert halls, libraries,

像體育館，公園

universities.

演奏廳，圖書館

All these things are share-platforms,

大學等等。

but sharing ultimately starts and ends

以上這些都是可供分享的平台

with what I refer to

但是資源共享始終來自於－

as the "mother of all share-platforms."

一種我稱之為：

And as I think about the mesh

“分享平台之母”的東西。

and I think about, well, what's driving it,

當我想到這個“網”時

how come it's happening now,

我想到的是，它背後的驅動力

I think there's a number of vectors

和它現在發生的原因

that I want to give you as background.

接下來我將告訴大家幾個

One is the recession --

我認為的背景原因。

that the recession has caused us

其中之一是經濟衰退

to rethink our relationship

經濟衰退已迫使我們

with the things in our lives relative to the value --

重新由”價值“的觀點來思考

so starting to align the value

我們與生活中所有事物的關係

with the true cost.

以至於我們開始衡量

Secondly, population growth

何謂真正的“物有所值”。

and density into cities.

第二，人口的成長

More people, smaller spaces,

以及城市的人口密度

less stuff.

越來越多的人，越來越小的空間

Climate change:

和愈來愈少的資源。

we're trying to reduce the stress

氣候變遷

in our personal lives and in our communities

我們試著減低加諸在

and on the planet.

個人生活、群體、

Also, there's been this recent distrust

和這個星球的壓力。

of big brands, global big brands,

還有最近大家對

in a bunch of different industries,

各行各業中的知名品牌、國際知名品牌

and that's created an opening.

的不信任。

Research is showing here, in the States,

這創造了一個契機

and in Canada and Western Europe,

研究顯示，在美國

that most of us are much more open

加拿大和西歐

to local companies,

消費者更趨向於

or brands that maybe we haven't heard of.

本土企業

Whereas before, we went with the big brands

和一些我們從未聽聞的品牌。

that we were sure we trusted.

而在此之前，我們追隨那些知名品牌

And last is that

我們相信名牌。

we're more connected now to more people on the planet

最後就是，

than ever before --

如今我們與地球上其他人的關係

except for if you're sitting next to someone.

是前所未有的緊密—

(Laughter)

除了你跟你旁邊那個人。

The other thing that's worth considering

（笑聲）

is that we've made a huge investment

另一個值得思考的問題

over decades and decades,

是在過去的幾十年裏

and tens of billions of dollars

我們做了個大投資

have gone into this investment

數百億美元的金額

that now is our inheritance.

都用來做這個投資

It's a physical infrastructure

現在它變成我們的資產

that allows us to get from point A to point B

指的就是基礎建設

and move things that way.

使我們能從甲地到乙地

It's also -- Web and mobile

人員或是貨物的運輸。

allow us to be connected

網路和移動通訊設備

and create all kinds of platforms and systems,

也讓我們可以彼此聯繫

and the investment of those technologies

並創造各種平台和系統。

and that infrastructure

這種對科技

is really our inheritance.

和基礎建設的投資

It allows us to engage

才是我們真正的財富。

in really new and interesting ways.

使我們能投入

And so for me, a mesh company, the "classic" mesh company,

新潮有趣的方式

brings together these three things:

對我而言，一個經典的網狀企業

our ability to connect to each other --

會整合三件事

most of us are walking around with these mobile devices

人們相互溝通的能力－

that are GPS-enabled and Web-enabled --

大部分的人隨時隨地都帶著

allows us to find each other

内建GPS和上網功能的數位行動裝置

and find things in time and space.

這使我們能找到彼此

And third is that physical things

並在特定時空裡找到東西。

are readable on a map --

第三點是實體的東西

so restaurants, a variety of venues,

在地圖上已可被讀取

but also with GPS and other technology

像餐廳，各式各樣的場所

like RFID

在GPS上或其他科技上也可讀取

and it continues to expand beyond that,

例如"無線射頻辨識系統"（RFID）

we can also track things that are moving,

而且這種技術還不斷在擴展

like a car, a taxicab, a transit system,

我們也可追蹤正在移動的事物

a box that's moving through time and space.

像是一台車，一台計程車，一種運輸系統

And so that sets up

或是一個運輸中的箱子

for making access to get goods and services

這使得在很多情況下，

more convenient and less costly in many cases

對商品及服務的使用

than owning them.

比擁有它們還來得

For example, I want to use Zipcar.

更便利、更經濟

How many people here have experienced

例如，我想使用Zipcar

car-sharing or bike-sharing?

在場有多少人曾經

Wow, that's great. Okay, thank you.

"汽車共享"或"腳踏車共享"過?

Basically Zipcar

哇~ 還不錯。好，謝謝。

is the largest car-sharing company in the world.

基本上，Zipcar

They did not invent car-sharing.

是全世界最大的汽車共享公司

Car-sharing was actually invented in Europe.

他們並沒有發明"汽車共享"，

One of the founders went to Switzerland,

"汽車共享"其實是歐洲人發明的。

saw it implemented someplace,

其中一位創立者到瑞士

said, "Wow, that looks really cool.

看到它的實際應用

I think we can do that in Cambridge,"

就說，"哇~ 這真是太酷了!"

brought it to Cambridge

”我想我們也可以在劍橋試試看“

and they started -- two women --

於是就把這個制度帶回劍橋。

Robin Chase being the other person who started it.

於是她們 － 兩個女人－就開始了

Zipcar got some really important things right.

Robin Chase是另外一個創立人

First, they really understood

Zipcar掌握了幾個要點

that a brand is a voice and a product is a souvenir.

第一，他們真正了解

And so they were very clever

品牌是聲音，產品則是紀念品

about the way that they packaged car-sharing.

所以他們非常聰明

They made it sexy. They made it fresh.

因為他們包裝"汽車共享"的方式

They made it aspirational.

非常有吸引力、非常新奇

If you were a member of the club,

他們把它變成人人都想要的東西

when you're a member of a club, you're a Zipster.

如果你是這個社團的成員之一

The cars they picked didn't look like ex-cop cars

當你是該社團的社員，你就是“Zipcar國”的

that were hollowed out or something.

他們選的車子不會看起來像淘汰的警車

They picked these sexy cars.

整個被挖空還是怎樣

They targeted to universities.

他們選了一些有吸引力的車子

They made sure that the demographic

目標鎖定大學

for who they were targeting and the car was all matching.

他們確保被鎖定的族群

It was a very nice experience,

一定會喜歡這些車

and the cars were clean and reliable, and it all worked.

這是一個非常棒的經驗

And so from a branding perspective, they got a lot right.

這些車乾淨、可靠，且確實能運作

But they understood fundamentally

從品牌的角度，他們做得很對

that they are not a car company.

他們完全了解

They understand that they are an information company.

自己不是汽車製造公司

Because when we buy a car

他們了解自己是資訊公司

we go to the dealer once, we have an interaction, and we're chow --

因為當我們買一部車

usually as quickly as possible.

我們走向銷售員，彼此交流，然後走人

But when you're sharing a car and you have a car-share service,

通常越快越好

you might use an E.V. to commute,

然而當你共享一台車，你就有"汽車共享"的服務

you get a truck because you're doing a home project.

你可能開電動車通勤

When you pick your aunt up at the airport, you get a sedan.

你可能因為要整修房子而弄來一台卡車

And you're going to the mountains to ski,

當你從機場接阿姨回家，你可能得要一台轎車

you get different accessories put on the car

當你到高山去滑雪

for doing that sort of thing.

你需要一台可以讓你

Meanwhile, these guys are sitting back,

載送不同裝備的車

collecting all sorts of data

在此同時，這些人也正在

about our behavior and how we interact with the service.

收集各樣資訊，是有關

And so it's not only an option for them,

我們的行為以及我們對服務的評價

but I believe it's an imperative

所以這對他們來說不只是一種選擇

for Zipcar and other mesh companies

而是必要的手段

to actually just wow us,

對Zipcar和其他“網絡公司”而言，

to be like a concierge service.

這是他們讓人驚艷的原因

Because we give them so much information,

就像在完成一項貼心的飯店服務，

and they are entitled to really see

因為我們給了他們那麼多的資訊，

how it is that we're moving.

他們才能確切知道

They're in really good shape to anticipate

我們是如何動作的

what we're going to want next.

他們在預測方面很厲害，

And so what percent of the day

能夠知道我們接下來想要什麼。

do you think the average person uses a car?

你認為平均一個人在一天內

What percentage of the time?

使用一台車的時間占多少比例?

Any guesses?

占多少呢?

Those are really very good.

想猜猜看嗎?

I was imagining it was like

猜得滿準的。

20 percent when I first started.

一開始我想可能是

The number across the U.S. and Western Europe

20%左右。

is eight percent.

但在美國和西歐測得的數據

And so basically even if you think it's 10 percent,

是8％

90 percent of the time,

基本上，即使你以為有到10%

something that costs us a lot of money --

還有90%的時間，

personally, and also we organize our cities around it

那個花費我們大量金錢的東西，

and all sorts of things --

我們還配合它來規劃城市

90 percent of the time it's sitting around.

以及很多其他東西－

So for this reason,

但90%的時間，它都是被擱在一旁的。

I think one of the other themes with the mesh

正因如此，

is essentially that, if we squeeze hard

我認為“網狀”經濟另一個很好的地方，

on things that we've thrown away,

就是如果我們能充分利用

there's a lot of value in those things.

那些被我們丟棄的東西，

What set up with Zipcar -- Zipcar started in 2000.

就會發現，其實那些東西還有不少價值。

In the last year, 2010,

Zipcar的成立－Zipcar成立於2000年

two car companies started,

去年，2010，

one that's in the U.K. called WhipCar,

兩家汽車公司成立，

and the other one, RelayRides, in the U.S.

一家在英國，叫Whipcar，

They're both peer-to-peer car-sharing services,

另一家在美國，叫RelayRides。

because the two things that really work for car-sharing

他們都是提供點對點汽車出租服務，

is, one, the car has to be available,

汽車共享要成功，有兩個要素，

and two, it's within one or two blocks

一. 要有車

of where you stand.

二. 離你近

Well the car that's one or two blocks from your home or your office

一到二個路口那麼近

is probably your neighbor's car,

離你家或公司如此近的，

and it's probably also available.

大概是你鄰居的車

So people have created this business.

而且應該是被擱置的

Zipcar started a decade earlier,

所以有人開始了這個企業。

in 2000.

Zipcar成立十年多了

It took them six years

在2000年

to get 1,000 cars in service.

他們花了六年，

WhipCar, which started April of last year,

拿到1000台車可以做此服務

it took them six months

Whipcar，去年四月成立，

to get 1,000 cars in the service.

他們花六個月

So, really interesting.

也同樣拿到1000台車。

People are making anywhere between

真的很有趣

200 and 700 dollars a month

提供自己車讓別人“共享”的人

letting their neighbors use their car when they're not using it.

一個月可以拿到200到700美金的出租費，

So it's like vacation rentals for cars.

讓他們的鄰居可以使用他們一時用不到的車

Since I'm here --

這就像提供度假租車服務，

and I hope some people in the audience

既然我在這裡－

are in the car business --

我希望在座的各位

(Laughter)

有人是在汽車業工作

-- I'm thinking that, coming from the technology side of things --

(笑聲)

we saw cable-ready TVs

我在想，從科技的角度來看，

and WiFi-ready Notebooks --

我們有 有線電視，

it would be really great if, any minute now,

無線上網的筆記型電腦，

you guys could start rolling share-ready cars off.

如果你們可以馬上

Because it just creates more flexibility.

成立汽車共享服務，那該有多好。

It allows us as owners to have other options.

因為那可以創造更多的機動性，

And I think we're going there anyway.

也提供車主更多選擇。

The opportunity and the challenge with mesh businesses --

總之，我認為我們正在往那條路發展

and those are businesses like Zipcar or Netflix

隨著網絡公司而來的機會和挑戰，

that are full mesh businesses,

像Zipcar或Netflix這種

or other ones where you have a lot of the car companies,

完全依賴網狀交易的公司，

car manufacturers,

或是其它很多類似的汽車公司、

who are beginning to offer

汽車製造商，

their own car-share services

他們都開始提供，

as well as a second flanker brand,

自己獨特的汽車共享服務，

or as really a test, I think --

就連新廠商也不例外，

is to make sharing irresistible.

或許他們都在測試吧，我想

We have experiences in our lives, certainly,

讓“分享”成為無法抗拒的事

when sharing has been irresistible.

毫無疑問，我們在生活中有些經驗

It's just, how do we make that recurrent

告訴我們分享是不可抗拒的

and scale it?

只是，我們要如何複製成功經驗

We know also, because we're connected in social networks,

並且擴大它的規模？

that it's easy to create delight

而且因為我們在社交網絡中是彼此聯結的，

in one little place.

我們知道在小小的地方

It's contagious because we're all connected to each other.

很容易創造歡樂

So if I have a terrific experience

因為我們之間的聯繫，這歡樂是會傳染的

and I tweet it, or I tell five people standing next to me, news travels.

所以如果我有一個很棒的經驗

The opposite, as we know, is also true,

我把它傳到Tweeter上，或者讓五個人站在我旁邊，這消息就傳開了

often more true.

反之亦然，就我們所知，

So here we have LudoTruck, which is in L.A.,

人們更會因為消息而聚集

doing the things that gourmet food trucks do,

所以在LA我們有 LudoTruck

and they've gathered quite a following.

跟其他餐車沒甚麼不同

In general, and maybe, again, it's because I'm a tech entrepreneur,

都有很多支持者

I look at things as platforms.

一般來說，重申一下，因為我是一個科技人

Platforms are invitations.

我把東西都看作平台

So creating Craigslist

平台就像邀請函

or iTunes and the iPhone developer network,

所以Craigslist的創立

there are all these networks -- Facebook as well.

或iTunes , 以及iPhone 的開發

These platforms invite all sorts of developers

都是靠網絡－Facebook也不例外

and all sorts of people

這些平台邀請各種開發人員

to come with their ideas and their opportunity

以及所有人

to create and target an application

運用他們的想法和機會

for a particular audience.

去創造一個應用程式

And honestly, it's full of surprises.

給特定的使用群

Because I don't think any of us in this room

老實說，這充滿著驚奇

could have predicted the sorts of applications

因為我不認為在座有任何人

that have happened at Facebook, around Facebook,

之前就預見到今天在Facebook上出現的、

for example, two years ago,

以及因為Facebook而產生的種種應用程式

when Mark announced

舉例來說，兩年前

that they were going to go with a platform.

當Mark宣佈