Results结果

The election season is reaching a fever pitch, and this election year the candidates are reaching out to voters in unique ways.选举季节，是达成一项白热化，这次选举，今年的候选人接触选民，在独特的方式。 All of the top contenders have some type of online presence, though some have been more successful in their social networking efforts than others.所有的顶端竞争者有某种类型的线上存在，虽然有些已较为成功的在其社会网络的努力，比别人。 They have created Facebook pages and groups, MySpace profiles, YouTube videos, and encouraged their supporters to organize through Meetup.com.他们创造了Facebook的网页和团体，公司，个人资料， YouTube影片，并鼓励他们的支持者组织通过meetup.com 。 So far, Republican Ron Paul has focused on Web 2.0 tools more than any other candidate, and he tops the list of candidate Google searches for 2007.直至目前为止，共和党罗恩保罗的重点是Web 2.0的工具，更比其他任何候选人，他最多的候选人名单的Google搜寻，为2007年。 He has certainly started a trend, but the question remains: will hits and Facebook friends translate into votes?他肯定开始了的趋势，但问题仍然是：将安打和Facebook的朋友转化为选票？

The candidates have used different means of reaching voters who hang out online, and with varying degrees of success.候选人用不同的手段达成的选民谁坑了在线，并与不同程度的成功。 Democrat Barack Obama’s Facebook group, “One Million Strong for Barack” was created by a supporter, and infamously joined by Rudy Giuliani’s daughter .民主党人巴拉克奥巴马的Facebook的集团， “百万强劲巴拉克”所造成的支持者，并infamously加入鲁迪朱利亚尼的女儿 。 Other candidates have copied the verbiage, including TV personality Stephen Colbert, though to date the group is home to just over 400,000 Facebook members.其他候选人复制措辞，其中包括电视个性斯蒂芬colbert ，虽然至目前为止，集团是家中刚刚超过400000 Facebook的成员。 The group is a grassroots effort run by supporters, and is not affiliated with Obama’s campaign.该集团是一个基层的努力经营的支持者，而不是附属于奥巴马的运动。 This is in contrast to the other candidates Facebook groups, which are calculated PR moves.这是在对比其他候选人Facebook的群体，这是计算的公关举动。 Perhaps this puts Obama ahead of the curve when election time arrives.也许这把奥巴马遥遥领先时，选举的时间抵达。

Another frequently used site is YouTube, where the candidates have jointly posted over 2500 videos since last January (452 of those belong to Republican Mitt Romney, never one to be camera-shy).另一个经常使用的网站是YouTube上，那里的考生有共同张贴超过2500影片自去年1月（ 452这些属于共和党的总统罗姆尼，从来没有一个被拍照害羞） 。 Perhaps the most entertaining of these comes from Mike Huckabee, who is clearly trying to capitalize on the recent endorsement from Chuck Norris, aka Walker, Texas Ranger. 或许最娱乐，这些来自麦克huckabee ，谁是显然试图利用对最近通过从夹头诺里斯，又名沃克，得克萨斯州浪人。 Huckabee asserts (with straight face) that “there’s no chin under Chuck Norris’ beard, only another fist.” It’s clear this ad is meant to appeal to the YouTube demographic, as I’m sure my grandmother wouldn’t laugh at this joke. huckabee断言（直面对）表示， “没有下巴下夹头诺里斯'胡子，另一只拳头”很显然，这个广告是指提出上诉，向YouTube的人口，正如我敢肯定，我的祖母不会笑在这个笑话。

Perhaps the most influential of the Web 2.0 sites used by presidential candidates is Meetup.com , a networking site which allows users to connect with others in their communities with similar interests.也许是最有影响力的Web 2.0网站所使用的总统候选人是meetup.com ，网路网站可以让用户与他人联系，在他们的社区，与类似的利益。 Their website states: “We want to see the world’s people self-organize.他们的网站上指出： “我们希望看到世界人民的自我组织。 We believe that people can change their world, or the world by organizing themselves into groups - Meetups - powerful enough to make a difference.” Ron Paul has had tremendous success with Meetup, and his approximately 82,000 supporters have organized 21,000 offline events to fund raise and generate support for him.我们相信，人可以改变他们的世界，还是世界上组织起来，纳入团体-m eetups-功能强大的足以使有差别。“罗恩保罗了巨大的成功与m e etup，和他的大约8. 2万支持者有组织21 000离线活动，以提高基金并产生支持他。 Whether he wins or loses the nomination, his success using Meetup and other social networking sites will likely be emulated in future election campaigns.他是否赢得或失去提名，他的成功使用meetup和其他社交网站可能会效仿，在未来的竞选活动。

Web analytics company Compete has created a tool to track the candidates and their successes and failures using online networking.网络分析公司的竞争，创造了一个工具，来跟踪候选人和他们的成功和失败使用在线网络。 Candidate Facetime breaks up the candidates by party and shows what percentage of their “hits” are on their official websites, how their hits stack up against their competitors, and how many total hours people have spent learning about them through their Web 2.0 efforts. November’s data shows Ron Paul as a clear Republican frontrunner when it comes to generating online buzz, while Barack Obama, Hillary Clinton, and John Edwards are neck-and-neck for the Democrats.候选人facetime休息了候选人由党和显示的百分比，他们的“点击”是对他们的官方网站，他们如何安打堆叠起来反对他们的竞争对手，又有多少总时数人已用了他们的学习，通过他们的Web 2.0的努力。 十一月' s的数据显示，罗恩保罗作为一个明确的共和党领先，当谈到产生线上言论，而巴拉克奥巴马，希拉里克林顿，约翰爱德华兹是旗鼓相当，为民主派。

As Mike Huckabee points out on his Facebook group, “I believe that the internet will play a huge role in the 2008 campaign and sites such as this are wonderful tools for people to come together and show their support for the candidate of their choice.” Right he is, especially when it comes to gathering support among younger, more wired voters.作为麦克huckabee指出，就他的脸谱组， “我相信，互联网将发挥巨大的作用，在2008年的广告系列和遗址，如这是奇妙的工具，人走到一起，并显示他们支持的候选人，他们选择” 。他是正确的，特别是当它来收集的支持，更年轻，更有线的选民。 Or are they “voters” when all they’ve done to express their political beliefs is to post a candidate’s name to an online profile?或他们是“选民”当所有他们做的，以表达他们的政治信念，张贴候选人的姓名，以一个在线的个人资料？ Are these groups just a way for lazy voters to establish a political identity, or will they transform into actual support for these candidates?这些群体只是一个途径，懒惰的选民建立一个政治身份，或将它们转化为实际的支持，这些候选人？ We’re about to find out.我们正要找出答案。

The day is soon approaching when the major electronic devices in our lives will become integrated.这一天尽快来临，当主要电子设备在我们的生活将成为集成。 Our phones are already MP3 players, our digital cameras are already phones, and our phones are becoming more and more like laptops.我们的手机已经MP3播放器，数码相机，我们已经电话，和我们的手机越来越像笔记型电脑。 The TV set seems to be the last man out in this trend, like the wimpy kid who gets picked last for the dodge ball team (no offense meant, I was that wimpy kid).电视似乎是最后的男子，在这个趋势，像wimpy的孩子谁得到回升去年为躲避球队（没有进攻的意思，我是wimpy的孩子） 。 In our heart of hearts, we all expected to be surfing the internet on our TVs by now, and it’s disappointing that it hasn’t come to fruition.在我们的骨子里，大家都预计将在浏览互联网对我们的电视现在，它的令人失望的是，它没有来的成果。 However, some folks are working on providing internet video through our TVs, and the challenges they face are immense.然而，一些乡亲的工作提供互联网的视频通过我们的电视，和它们所面临的挑战是巨大的。 With the high cost of service and hardware, the lack of quality content, the slow download speeds, and the complications of setup, there are definitely hurdles that these companies are going to have to jump.与成本高昂的服务和硬件，缺乏高质量的内容，缓慢的下载速度，以及并发症的安装程序，有一定的障碍，这些公司将不得不跳转。

Apple TV is a serious contender in this market, and some industry experts expect their business to grow significantly in 2008. 苹果电视是一个严重的竞争者在这个市场，和一些业界专家预期他们的业务增长显着，在2008年。 Their relatively small box would be fairly easy to find room for in your entertainment center, but the 40GB version retails for $299.00, which is a bit much for the pleasure of watching YouTube on a widescreen.相对小盒子，将相当容易找到空间，在您的娱乐中心，但40 GB的版本零售价为$ 299.00 ，这是一个位元很多的乐趣，看的YouTube宽。 In addition to other internet video sites, Apple TV can access your iTunes library and display your downloads on your TV.此外，其他互联网视频网站，苹果的电视可以访问您的iTunes资料库中并显示您的下载在您的电视上。 The device works with a wireless connection, so it wouldn’t be practical if your home connection isn’t wireless.该设备工程进行无线连接，因此它是不实际的，如果你家的连接并非无线。

Sony also released a device called “BRAVIA Internet Video Link” , which will be integrated into most of its new television sets to allow them access to free internet video content from providers such as AOL, Yahoo!, Grouper, and of course, Sony BMG and Sony Pictures.索尼还发布了一个装置，所谓的“ Bravia为互联网视频链接 ” ，这将被整合进它的大部分新的电视机，让他们有机会接受免费的互联网视频内容提供商如AOL ，雅虎，石斑鱼，当然，索尼BMG和索尼电影公司。 The BRAVIA link will access your broadband Ethernet connection, so it won’t be a problem for non-wireless subscribers.该Bravia为链接将访问您的宽带以太网连接，因此它不会成为问题，非无线用户。 There’s also no extra fee for the service, though how long that will be true is another question.也有没有额外的费用为服务，虽然多久，这将是真正的是另一个问题。 One is immediately suspicious that ISPs or cable companies (which are mostly the same these days) will find a way to charge you extra for downloading and watching videos on your TV.一个是可疑，立即表示，互联网服务供应商或有线电视公司（其中大部分都是相同的，这些天）将找到一种方法，向您收取额外的下载和观看的影片在您的电视上。 After all, as a Canadian man found out recently , providers always seem to find exceptions to the term “unlimited”.毕竟， 作为一名加拿大男子发现，最近 ，供应商似乎总是找不到例外而言， “无限” 。

There is another concern for companies looking to bring web video to the living room.还有另外一个关注的公司看，使Web视频到客厅。 Those Marshall McLuhan scholars may recall the mantra, “The medium is the message,” and while television is the medium of passivity, the internet is the medium of creativity, at least when it comes to user-generated video content.这些学者麦克卢汉可能记得的口头禅， “媒介是讯息” ，而电视是中等被动，在互联网上是中等的创意，至少当谈到用户生成的视频内容。 People do not contribute to their favorite TV shows, but they do increasingly contribute to the content we view on the web.人不助长他们喜爱的电视节目，但他们做的越来越大的贡献，以内容，我们认为在网站上。 People watch TV when they want to absorb, not create, and it’s unclear as to whether these two desires can be balanced.人们看电视，当他们想要吸收，而不是创造，它目前还不清楚，至于这两个愿望，可以平衡。

So the question is: does anyone really want to watch YouTube on their TV?所以，问题是：有没有人真的想要观看YouTube上就其电视？ Do they want to flip on their TV and actively search for shows or do they want to consume whatever FOX, NBC, ABC, and CBS has planned for the evening?难道他们要倒装就其电视和积极寻求显示，或做他们想要的消费，无论福克斯，全国广播公司，美国广播公司，哥伦比亚广播公司已计划在傍晚呢？ Forrester Research indicates that 80% of responders would not pay for an internet video TV device at any price ( Wall Street Journal article ). Forrester研究表明， 80 ％的急救员不会支付一网络视频电视设备不惜任何代价（ 华尔街日报文章 ） 。 The makers of these adaptive devices may find that there simply isn’ta market for their product.制造这些设备的自适应可能会发现，根本不是市场，为他们的产品。

Another challenge they face is the rise of web-enabled cell phones.另一项挑战，他们所面对的是崛起的具有网络功能的手机。 It seems that we’re watching internet video on increasingly smaller screens rather than on our increasingly humongous television sets.我们似乎正在观看网络视频就越来越小屏幕，而不是对我们越来越humongous电视机。 Web-enabled phones have seen huge growth this year, and their ability to entertain us seems endless.网页功能的手机所看到的巨大的增长，今年，他们的能力，娱乐，我们似乎无止境的。 Who wouldn’t want to check out last night’s episode of The Office during the morning commuter rail ride?谁不想看看昨晚的事件，该办事处在早上的通勤铁路坐？

Internet video TV devices may be barking up the wrong tree, but it’s not entirely a lost cause.网络视频电视设备可能会汪汪叫了错误的树，但它的不完全是失去了事业。 The industry needs to do some serious thinking about their target market, and they need to make the devices less obtrusive and more affordable.业界需要做一些认真思考自己的目标市场，他们需要使设备不足的侵扰性和更多的经济实惠。 Whether or not web video is brought to our TV screens, the idea of consolidating electronic devices will live on, and eventually our TVs will be able to join the rest of the proverbial dodge ball team.是否或不网络视频所带来的是我们的电视屏幕上，构思，巩固电子设备将现场直播，最终我们的电视将能够加入其余的谚语躲避球队。

It’sa struggle for any company to reach the right market for their products and services.这是斗争的任何公司，以达到合适的市场为其产品和服务。 How do you know what type of person will want to use what you’re selling?你怎么知道什么类型的人将要使用的是什么您出售？ How do you find the right tools to market your service specifically to those people?你怎么找到合适的工具，以市场为您服务特别是那些人？ And how do you know if your efforts were fruitful in the end?和你怎么知道如果您的努力卓有成效，在年底？ One process that can be applied to answer these questions is called persona building.一的过程，可用于回答这些问题是所谓的Persona的建设。 A persona, simply put, is an easy-to-navigate dossier that describes a typical user or group of users.一人，简而言之，是一个易于浏览的档案，描述一个典型的用户或用户组。 It is a detailed biography of existing or imagined customers.这是一个详细的传记现有的或想象的顾客。 Building these personas can help you identify, cater to, and gather feedback from the customers who will find your product or service the most useful.建设这些personas可以帮助您确定，照顾，并收集反馈意见，从客户谁就会发现您的产品或服务的最有用的。

Many companies approach user profiling with little more than unfounded assumptions about user’s needs and actions.许多公司的做法，用户剖面与稍多于毫无根据的假设用户的需要和行动。 They believe that they “know” how users think, or can predict their behavior.他们认为，他们“知道”用户如何认为，或可以预测他们的行为。 Avoid this kind of conjecture.避免这种猜想。 A truly effective persona will be based on concrete data and actual user profiles; it should be much more than baseless suppositions about their needs.一个真正有效的人物，将根据具体数据和实际使用者设定档;应该远不止毫无根据的假设关于他们的需要。 Do the research, compile the data, and use that information as the skeleton for a user profile.这样做的研究，汇编的数据，并使用该信息为骨架，为用户配置文件。 You can organize this information in much the same way you would format a resume or CV.您可以组织这方面的资料在很多相同的方式，将格式履历表或简历。 The skeleton profile can include sections on your user’s objectives, educational and occupational backgrounds, favorite activities, skills and abilities, and even shortcomings.骨骼的个人资料，可以包括的条文，您的用户的目标，教育和职业背景，最喜爱的活动，技能和能力，甚至缺点。 Adding personal details, photos, even sound and video files (a theoretical subject’s favorite song, for example), will flesh out the picture, making your persona as human as you and me.加入的个人资料，照片，甚至声音和视频文件（一个理论课题的最喜爱的歌曲，例如） ，将充实图片，让您的人物作为人，作为你和我。

One mistake that businesses often make it to create just one user profile for each product or service. 1错误的，企业往往它来创建一个用户配置文件为每个产品或服务。 This can control your marketing efforts and restrict freedom and success.这可以控制自己的营销努力和限制言论自由和取得圆满成功。 There are many different “standard” users for every product.有很多不同的“标准”的用户为每一个产品。 For a high-volume website, for example, it would be advisable to create many personas, each of which are representative of a portion of your user-base.一个高容量的网站，举例来说，将是可取的创造很多personas ，其中每一项都代表一部份您的用户基础。 This is especially true if your product or service will reach a diverse or even international audience.这是尤其如此，如果您的产品或服务将达到一个多元化，甚至国际的观众。

Another common mistake that is made is “over-doing” the persona.另一个常见的错误是作出了“过度做”的人物。 The profile you create should match your the type of customers that you actually have - nothing more and nothing less.配置文件创建应符合您的类型的客户，你其实有-没有更多的并没有减少。 Incorrectly identifying them will lead to decisions that will impact your business and the type of applications your trying to build.不正确查明他们将导致的决定会影响您的业务和类型的申请您试图建立。 Missing a group of people could mean that certain features are not available or may not be easy to use.失踪的一组人可能意味着某些功能无法使用或可能不容易使用。 Identifying someone who does not fit with your audience could result in the addition of features that no one will use, and it will scuttle the user experience.确定有人谁不适合与您的受众可能会导致增加的功能，没有人会使用，而且将破坏用户体验。

Below are two brief examples of personas for two different users of Talkibie:下面是两个简单的例子， personas为两个不同的用户talkibie ：

User A - Karen Fielding 用户一-克伦菲尔丁

Background info: Karen is a graphic designer with a local firm in the Phoenix, AZ area. 背景资料：克伦是一个平面设计师与当地的一个公司在凤凰城亚利桑那地区。 She is good at her job, but she has not had any professional development classes in a while.她是好的，在她的工作，但她一直没有任何专业发展的班级了一段时间。 She is largely self-taught, and she tries to keep up with trends and technology by reading blogs and online training documentation.她主要是自学，她试图跟上趋势和技术通过阅读博客和在线培训的文件。 She finds her coworkers are younger and younger, and she’s trying to stay ahead of the new talent in her field.她发现她的同事们是年轻化，她试图保持领先地位的新的人才，在她的领域。

About Karen: She is in her mid-30s, and she’s very socially active with friends and coworkers. 约克伦：她是在她中旬， 30多岁，和她的非常积极参与社交活动，与朋友，同事。 She likes to visit museums and galleries, and she considers her work to be an art-form.她喜欢访问的博物馆和画廊，她认为她的工作是一种艺术形式。 She uses the internet mainly for work to keep up with email, but she’s computer savvy and quick to pick up new skills.她利用互联网，主要是为工作配合的电子邮件，但她的计算机知识和快速回升新技能。

What she values: Intelligence, efficiency, and a sense of humor. 她的价值观：情报，效率，和责任感，幽默。

Quote: “I like a website that’s informative and entertaining.” 引述： “我最喜爱的网站的资讯和娱乐” 。

User B - Dan DiMaggio 用户B -丹迪马吉奥

Background info: Dan is the CEO of a staffing firm which serves 3 states in the Northeast. 背景资料：丹是行政总裁的工作人员坚定，服务3个国家在东北地区。 His job entails managing a staff of 150, and they’re always suggesting ways to improve the company’s reputation through web-based technology.他的工作，需要管理人员150名，他们一直暗示的方式，以改善该公司的声誉，通过基于Web的技术。 He’s great at the business-side of his job, but he’s lost when it comes to technology solutions.他的伟大，在业务方面，他的工作，但他失去的，当谈到技术解决方案。

About Dan: He’s in his 50s, and he’s been with the same company for 25 years. 约丹：他在50多岁，他一直在与同一公司，为25年。 He loves managing his staff, and they like and respect him.他热爱他的管理人员，以及他们喜欢和尊重他。 However, he’s so clueless about computers that he has his assistant print out his emails each morning so that he can draft replies by hand.不过，他的，使不懂电脑，他有他的助理打印出来的电子邮件，他每天早上，以便他能草案的答复。 He wants to learn how to do these things, but it seems like no one has the patience to teach him.他想了解如何做这些事情，但好像没有人有耐心去教他。

What he values: Loyalty, hard work, customer satisfaction 他的价值观：忠诚，勤奋工作，客户满意度

Quote: “How can I approve new website functions when I can’t even figure out how to sign on to the internet?” 引述： “我怎样才能批准新网站的功能，当我甚至不能计算出如何注册就到Internet ” ？

These two very different Talkibie readers have very different levels of experience and backgrounds, but after creating profiles of this type it’s easy to anticipate their needs.这两个非常不同的talkibie读者有非常不同程度的经验和背景，但经过创造概况这种类型的人们很容易预见他们的需要。 Dan would need a very simple interface which features instructive articles written so that anyone could understand the topic being presented.丹将需要一个很简单的界面，功能，启发所写的文章，使任何人都可以理解的话题被提出。 Karen, on the other hand, would want a slick-looking site where she can read about the latest trends and how to implement them in her regular workflow .克伦人，在另一方面，会希望有一个光滑的前瞻性的地点，她可以阅读有关的最新趋势和如何落实他们在她的经常的工作流程。 Karen would be the type of user to give back to the online community by posting comments and questions on blogs, where as Dan would be more absorbent, looking for information rather than creating dialogue, and he’d probably want it in a printable format.克伦族将成为类型的用户，让回给在线社区张贴的意见和问题上的博客，而丹会更吸收剂，查找信息，而不是建立对话，并要他可能希望它在打印格式。 A solid persona includes not just age, gender, and buying habits, but also less-tangible characteristics like experience-level, values, and attitudes.了坚实的人物，不仅包括年龄，性别，和购买习惯，而且还欠有形的特征，如经验的水平，价值观念和态度。

The key to serving a diverse audience with any product is to actually get to know them and attempt to address their needs.关键服务的多样化，观众与任何产品是真正去了解他们，并企图以满足她们的需要。 Predicting this information can prove invaluable when it comes to designing an application or product tailored to your personas.预测这方面的资料可以证明宝贵的，当谈到设计的应用程序或产品适合您personas 。 If, for example, you know that a significant portion of your target audience is blind or disabled, you can maximize the accessibility of your application or service with careful design that allows your users to function at their peak.例如，如果你知道的一个重要部分，您的目标受众是盲人或残疾人士，您可以最大限度地方便您的应用程序或服务与审慎的设计，可以让用户的功能在他们的高峰期。 This would include strategies such as keeping content simple and organized so screen reading software can be effectual, including captioning options with multimedia portions of your site, allowing keyboard commands as an alternative to mouse-driven content, and enabling your user to control style sheets for maximum readability.这将包括战略，如保持内容简单的和有组织的，所以屏幕阅读软件，可以有效的，包括隐藏式字幕选择与多媒体的部分，您的网站，让键盘命令作为替代鼠标驱动的内容，使您的用户控制样式表为最高的可读性。 If your target audience tends to be under 25, you can consider integrating social networking widgets for a customizable interface, or allowing each user to create a personalized profile for your site.如果您的目标受众往往是25岁以下，您可以考虑整合社交网络工具，为一个可自定义的界面，或允许每个用户建立一个个性化的个人资料为您的网站。 A good user experience is the most obvious benefit of carefully crafting personas before beginning design.良好的用户体验是最明显的好处仔细工艺personas开始之前的设计。 At the end of the day, the aim is to create a design for your customers that makes it feel as though it was built specifically for them, regardless of their various backgrounds.在这一天结束，目的是要设计出一个可以为您的客户，使觉得好像是专为他们，不论他们的不同背景。 Having solid personas up front is key in reaching that goal.具有坚实的personas前方的关键是在达成这一目标。

But forget what the textbooks say about consumer profiles.但别忘了什么教科书说，关于消费者的个人资料。 When you create a persona, you should be creating an imaginary friend.当您创建一个人物，您应该创造一个假想的朋友。 Unlike when you were four, this imaginary friend should not be named Bongo or want to tip your milk cup over the kitty cat just to see what she’ll do.不像当您分别有4项，这假想的朋友，不应该命名为邦戈或要提示您的牛奶杯以上小猫猫只是为了看看有什么，她会做。 No, this imaginary friend should resemble your clients, your ideal clients.不，这假想的朋友，应类似于您的客户，您的理想客户。 You should know this persona well enough to predict how he/she will use your services or products, and they should be an “easy sell” for your idea.你应该知道这个人物，以及足够的预测如何，他/她将使用自己的服务或产品，他们应该是一个“容易卖”为您的想法。 Your persona’s motivations and abilities should become second nature to you.您的人物的动机和能力，应该成为第二个性质，给您。 You’ll know before it happens that the milk cup is about to be overturned.您知道之前，刚巧牛奶杯即将被推翻。 And if you like, you still can name your persona Bongo.如果您想，您仍然可以命名您的人物，邦戈。

Many companies struggle with their product development process.许多公司的斗争，与他们的产品开发过程。 Some are constantly pressed for time and behind schedule, trying to balance quality content with tight budgets, and some have trouble keeping up with the desires of their users.有些人不断催促的时间和进度较预期慢的，试图平衡品质的内容与预算紧张，有些麻烦，保持与愿望，他们的用户。 One thing almost all companies have in common is the drive to innovate, but the inability to do so consistently.一件事，几乎所有的公司都在共通点是，推动创新，但无法这样做始终。 Not every product can be a breakthrough, and often new releases tend to be upgrades to old products instead of radical new products.不是每个产品可以是一个突破，往往是新版本往往是旧的升级产品，而非激进的新产品。 One way to combat this stagnation is to implement the “lead user” process, where companies employ expert customers to search for breakthrough ideas.其中一个方法，以打击这种停滞是要落实“导致使用者”的过程，公司聘请专家，客户搜索突破性的想法。

Lead users are more than just early adopters, like those poor folks who bought the iPhone for $600.导致用户不止的早期采用者，像那些可怜的乡亲谁买了拥有为600元。 They are consumers who take existing products and adapt them to suit their own needs.他们是消费者，谁采取现有的产品和调整以适应自己的需要。 A lead user is someone who cannot be satisfied by existing technology because it does not meet their unique high-level needs.率先使用者是谁，有人不能满足于现有的技术，因为它不符合其独特的高层次的需要。 For example, a NASCAR driver like Jeff Gordon might make tweaks and adjustments to his family car, while an expert jeweler may add a special clamp or built-in tool to a standard workbench.举例来说， NASCAR的司机一样，杰夫戈登可能作出的调整和调整，以他的家庭用车，而专家珠宝商可能会增加一个特别钳或内置的工具，在一个标准的工作台。 Incorporating lead users into your product planning and development cycles allows you to create a product that directly meets the needs and fulfills the desires of your most demanding users.把领头用户到您的产品规划和开发周期可让您创建一个产品，直接满足和实现的愿望，您最苛刻的用户。

Several organizations have adopted the lead user process to give their products the best chance at innovation.有几个组织通过带领用户的过程中给予他们的产品的最佳机会创新。 Evolv, a company that makes rock climbing shoes, brought one of the best-known athletes into their lab to design a shoe from start to finish is one example. evolv ，一间公司，使攀岩鞋，所带来的其中一个最知名的运动员到他们的实验室设计一个擦鞋从开始到结束就是一个例子。 Evolv sponsors Chris Sharma, arguably the world’s best rock climber, and they invited him to participate in the creative product development process. evolv提案国克里斯夏尔马，可以说是世界上最好的摇滚乐climber ，他们邀请他参加在创意产品开发过程。 Everyone benefits in this situation: Evolv gets an innovative product, customers gain access to a shoe designed by Chris Sharma, and Sharma gets a shoe he designed for his specific needs.每个人的利益在这种情况下： evolv获得创新性的产品，客户获得1擦鞋设计由Chris夏尔马和夏尔马获得擦鞋他设计了他的特定需要。

Another example of the lead user process is the growing world of open source software.另一个例子是带头用户进程是日益增加的世界开放源码软件。 Open source software packages make the source code available to the public so that creative programmers and developers can write ad-on programs and accessories for the product line.开放源码软件的软件包，使源代码提供给公众，使创造性的程序员和开发人员可以撰写广告-对节目和其他配件的产品线。 Mozilla is a company that has taken full advantage of this trend, and lead users have taken the source material to new heights with widgets and plug-ins that increase the functionality of their products. Mozilla基金会是一家已采取充分利用这一趋势，并导致用户已采取的来源材料不断迈上新的台阶与工具和插件增加的功能，他们的产品。 Facebook is another innovator in the field of open source software, and their site hosts thousands of applications written by third-party lead users for the benefit of average users. Facebook的另一个创新是在该领域的开放源码软件，并在其网站上的主机成千上万的书面申请，由第三党带领用户的利益，普通用户。

Using outside experts is a great way to keep the product development process on the cutting edge.使用外部专家是一个伟大的方式，把产品开发过程中对前沿。 Organizations often doubt the willingness of lead users to contribute to product cycles, but most are enthusiastic about sharing their expertise and ideas.组织往往毫无疑问的意愿，导致用户作出贡献的产品周期，但最热衷于分享他们的专业知识和想法。 It benefits them just as much as it does the average consumer.它有利于他们一样，因为它的平均消费。 Talent is talent, no matter what the source.人才是人才，无论是什么来源。 It’s never too early to incorporate the lead user process into your product development group, and this technique, in conjunction with your existing usability techniques, can help you determine whether a new idea is viable, how you should approach your research, and what new users your ideas might be able to reach.这是从来没有过早把导致用户进程到您的产品开发小组，和这项技术，联同您现有的使用技巧，可以帮助您确定是否一个新思路是可行的，你应该如何的做法，您的研究，和什么新用户您的想法也许能够达到。

Google has long been a proponent of green technology and reducing carbon emissions for some time.在Google长久以来一直是提倡绿色技术和减少碳排放了一段时间。 In 2007 they announced a plan to become “carbon neutral”, reducing their carbon emissions from data centers and offices to zero.在2007年，他们宣布了一项计划，成为“碳中性” ，减少他们的碳排放量从数据中心和办事处为零。 Part of the solution was building a massive solar panel at their Mountain View, California campus.部分的解决办法是建立一个大规模的太阳能电池板在其位于美国加州Mountain View的校园。 They also supported (with VC money) the RechargeIT initiative, which promotes the use of plug-in hybrid electric vehicles.他们还支持（与VC的钱） rechargeit倡议，提倡使用外挂程式，在混合动力电动汽车。 However, a November 27th announcement shows that Google’s commitment to renewable energy goes beyond reducing their office’s carbon footprint and giving money to other organizations.然而， 11月27日宣布，表明Google的承诺，可再生能源的超越减少其办事处的碳足迹，让金钱给其他组织。 They are launching an initiative known as RE>C, which aims to develop cheaper and cleaner energy sources than coal.他们正在发起一项倡议，被称为重新> c ，其目的是发展更便宜和更清洁的能源来源较煤。 RE>C will “focus initially on advanced solar thermal power, wind power technologies, enhanced geothermal systems and other potential breakthrough technologies.” ( Google Press Center ).重新> C将“重点最初先进的太阳能热电站，风力发电技术，加强地热系统和其他潜在的突破性技术。 ” （ Google新闻中心 ） 。 This move is not only responsible, but it also makes good business sense.这一举动不仅是负责任的，但它也使良好的商业触觉。

Google has millions to spend on side projects beyond the search engine and advertising core of their business, and renewable energy is increasingly an enticing investment as the world slowly wakes up to the reality of global warming. Google已经以百万计的费用方面的项目超出了搜索引擎和广告的核心业务，能源和可再生能源是日益成为一个诱人的投资作为世界上慢慢醒来，向现实的全球变暖。 The burning of coal is currently the primary energy source for most people around the world, making up 40% of the world’s electricity production.燃烧煤炭是目前的初级能源来源，对大多数人来说，世界各地，使40 ％的世界电力生产。 It is also one of the leading producer of greenhouse gases, which contributes to the climate crisis.这亦是其中一个主要的生产者的温室气体，从而有助于气候危机。 Coal is so popular because it is the cheapest energy source, but Google’s initiative aims to change this.煤炭是如此受欢迎，因为它是最便宜的能源来源，但Google的倡议，旨在改变这种情况。

RE<C has already begun supporting two companies that are working towards cheaper electricity from solar and wind power. eSolar Inc. specializes in solar thermal power.重新< C的支持已经开始的两家公司正努力廉价的电力来自太阳能和风能。 esolar公司专门从事太阳能热电站。 They are driven by the simple concept that renewable energy should be priced competitively with fossil fuels.他们是由简单的概念，可再生能源的定价应该有竞争力的与化石燃料。 They produce relatively-small panels, which they call “heliostats”, and they are installed in configurations that maximize the energy absorbed.他们所生产的相对小板，他们称之为“面” ，它们安装在配置，最大限度地吸收能量。 These installations are efficient, fast, and scalable to different sizes of power plants. Makani Power , which draws its name from the Hawaiian word “mah kah’ nee” meaning wind, focuses on high altitude wind energy.这些装置效率，快速和可扩展的，以不同规模的发电厂。 马卡尼的权力 ，其中提请其名称从夏威夷字“ MAH的杰' NEE向”的含义风，侧重于高海拔地区风能。 Founded by an MIT PhD and a wind surfing champion, Makani is developing high altitude wind capture technologies that have the energy potential to supply the entire globe.所创立的一麻省理工学院博士学位和风帆冲浪冠军，马卡尼是发展中国家的高海拔地区的风力捕捉技术，有潜力的能源供应整个地球。

Google has a real need for these types of technologies, as its data centers are some of the largest in the world. Google有一个真正需要这些类型的技术，作为其数据中心的一些世界上最大的。 It’s not at all surprising that the biggest fish in the Silicon Valley pond is taking a stab at supporting renewable energy initiatives.这并不奇怪，说，最大的鱼在矽谷的池塘是采取了刺在支持可再生能源的倡议。 What is surprising is that the move is not entirely a venture capital project.什么是令人惊讶的是，此举是不完全是风险投资项目。 In addition to supporting companies like eSolar and Makani, Google will be hiring an in-house team of engineers and energy experts to work on the problem of cheaper-than-coal electricity.此外，支持公司一样， esolar和马卡尼， Google将雇用了一个内部的工程师团队和能源专家工作有关问题的便宜，比煤电。 They will be tasked with the specific goal of “building 1 gigawatt of renewable energy capacity that is cheaper than coal.他们将负责具体的目标， “建设1 gigawatt可再生能源的能力，这是较煤。 (That’s enough electricity to power a city the size of San Francisco.)” according to a Google press release . （那足够的电力，以电力一个城市的大小旧金山） “根据Google的新闻发布 。 Though there are no specific numbers in terms of money allotted for this team, they are expected to complete their task “in years, not decades”.虽然没有具体数字而言，金钱分配给这个团队，他们预计完成他们的任务“在年，而不是几十年来” 。

While countless bloggers and industry experts are bemoaning Google’s apparent inability to stay within their realm of expertise, one cannot help but admire their hands-on approach.而无数的博客和业内专家bemoaning Google的显然无法留在他们的领域的专门知识，一不能不佩服他们的手-对的做法。 As an organization, they attract limitless talent, pull in countless billions, and have a reputation for success.作为一个组织，他们吸引无限的人才，拉在无数的数十亿，而且具有良好声誉的成功。 They’re oozing money, and it’s hard to criticize a company that chooses to use their assets to support an important cause.他们正在渗血的钱，和它的强硬批评，该公司选择使用他们的资产支持的一个重要原因。 Besides, this is essentially a business initiative.此外，这基本上是商业的倡议。 Renewable energy is beginning to catch on, and Google is getting in on the ground floor of an industry that is bound to grow.可再生能源是奋起直追，开始赶上上，而Google正在在对地面的一个行业是必然增长。 It’sa smart move, no matter how you look at it.这是明智之举，不管您如何看待它。 Good PR good ROI doing good = a winning combination.良好的公关 良好的投资回报率 做好=最佳组合。

For more information about RE>C, please visit http://www.google.com/corporate/green/energy/index.html .如需有关重新> c ，请访问http://www.google.com/corporate/green/energy/index.html 。 To contact Google about investment, R&D, or project opportunities, send proposals and contact information to renewables@google.com .与Google联系的投资，研发，或项目的机会，发送的提案和建议的联络资讯，以renewables@google.com 。

A few weeks ago, Facebook begun a revolutionary advertising system called Beacon, which would collect data about user’s purchases on outside websites and add them to their Facebook profiles, through the news feed/mini feed functions.几个星期前， Facebook已经开始了一个革命性的广告系统所谓的灯塔，这将搜集资料，了解用户的购买的外部网站，并将其添加到他们的Facebook的配置文件，通过新闻供稿/迷你饲料的职能。 The original goal for Beacon was, “to build a simple product to let people share information across sites with their friends”原来的目标是灯塔“ ，建立一个简单的产品，让人们分享信息的网站全国同他们的朋友”
( Facebook blog ). （ Facebook的博客 ） 。 The service would tell your friends what movie tickets you purchased on Fandango.com, for example, or which games you added to your queue on Gamefly.该服务将告诉您的朋友是什么电影票，您购买的fandango.com ，例如，或其中的游戏，也许你添加到您的队列就gamefly 。 The idea struck some users, though, as a distinct invasion of privacy, and for others Beacon was literally the Grinch who stole Christmas.的思想，深刻的一些用户，虽然，作为一个独特的侵犯私隐行为，并为他人的灯塔，是字面上的格林驰谁偷走圣诞节。 Reportedly, one man’s wife learned of the diamond ring he’d bought her for the holiday from his Facebook mini-feed.据报道，一名男子的妻子据悉，该钻石戒指，他愿意买她的假期从他的Facebook的小型饲料。

Beacon was meant to be a key part of Facebook’s social advertising strategy, where social networking is a springboard for word-of-mouth advertising.灯塔，用意是一个关键的一部分， Facebook的社会的广告策略，凡是实行了社会化网络是一个跳板，口碑相传的广告。 Unfortunately, Beacon did not receive the accolades they expected.不幸的是，灯塔，并没有得到accolades ，他们预期。 Instead, MoveOn.org , a civic action advocacy organization, became involved and accused Facebook of violating user privacy.相反， moveon.org ，公民行动宣传组织，成为所涉及的被告人和Facebook的侵犯用户的隐私。 Users formed a group on Facebook itself called “Petition: Facebook, stop invading my privacy!”, which now has more than 75,000 members.用户成立了一个小组对Facebook的本身所谓的“请愿书： Facebook的，停止侵略，我的隐私！ ” ，现在已超过7.5万成员。 It wouldn’t be surprising if litigators get involved at some point (emotional distress over spoiled gift surprises is a far more valid claim than many of the lawsuits our courts are forced to hear).它不会是不足为奇的，如果litigators介入在某个点（情绪困扰超过惯坏了惊喜的礼物是一个更有效的要求比很多的诉讼，我们的法院是被迫听到） 。

All this hoopla and backlash has forced Facebook to apologize and make amends by giving users the option of turning off Beacon.这一切都hoopla和反弹，已迫使Facebook的道歉和作出修订，让用户选择关闭的灯塔。 Here’s how to opt-out:这里的如何选择退出：

• Click the “Privacy” tab in the upper right hand corner on your Facebook page.点击“隐私”标签，在右上角您的Facebook的网页。
• Select “Edit Setting” under External Websites选择“修改设置”下的外部网站
• Check the box that says “Don’t allow any websites to send stories to my profile”.选中该框说： “不容许任何网站发送的故事，到我的个人资料” 。

While allowing users to turn off Beacon is a step in the right direction, some users are still critical of Facebook, with one blogger noting that the text “is a very light gray…on a white background.同时，允许用户关闭的灯塔，是一个正确方向迈出的一步，一些用户仍然是关键的脸谱，与一的Blogger注意到 ，该文本“是一个很浅灰色…就一个白色的背景。 Specifically designed to blend in with the background, once again making it all that more difficult to get out of the damn thing.” For those who choose to opt-in, Facebook added pop-up windows to the system that force users to click “OK” before any action at a third-party website is posted to their profiles/mini-feeds.专门设计的共混物在与背景下，再次使一切更难以摆脱的可恶的事。 “对于那些选择谁选择在， Facebook的补充，弹出窗口，以系统，强制用户按一下”确定“任何行动之前，在一个第三方网站张贴到他们的个人/小型饲料。 This allows users to cherry pick which actions they want friends to see and which actions they want to keep private.这能让使用者樱桃选择哪些行动，他们希望朋友们看到哪些行动，他们要保留私人。

Other industry watchdogs claim that turning off Beacon does not mean that Facebook is not still collecting data about your activities from outside websites; it just means that your friends don’t see that data in their news feeds.其他行业的看门狗声称关掉的灯塔，并不意味着Facebook的是不是仍在收集数据，关于您的活动，从外部网站;它只是意味着您的朋友还没有看到资料，在他们的新闻提要。 Those claims are expressly denied by Facebook: “If you select that you don’t want to share some Beacon actions or if you turn off Beacon, then Facebook won’t store those actions even when partners send them to Facebook” (Facebook blog ).这些要求是明确否认了Facebook的： “如果您选择，您不希望分享一些灯塔的行动，或如果您关闭的灯塔，然后Facebook的将不会存储这些行动，甚至当合作伙伴将它们发送给脸谱” （ Facebook的博客 ） 。 Those partners, by the way, are mostly keeping mum about the backlash.这些合作伙伴，方式，大多保持沉默约的反弹。 It’s also surprisingly difficult to find a complete list of which websites are participating, though this blog published a partial list .这也是令人惊讶的，很难找到一个完整的清单，其中网站参与，虽然这博客发表了部分清单 。

It seems that social advertising is not what the public wants, even though it would be enormously beneficial to the advertisers who get a ready-made captive audience.看来，社会的广告是不是市民希望，即使它会极大地有利于广告客户谁得到一个现成的观众作出的。 This hiccough is not likely to be the death of systems like Beacon, though.这hiccough是不是可能会死亡的系统，如灯塔，虽然。 The idea is too juicy to let it die, though I guarantee that similar initiatives will be far less transparent in the future.想法是过于多汁让它死了，虽然我保证，类似的倡议，将远不及透明的，在未来。 While “they” (in the Big Brother sense of the word) may have lost this round, our actions on the web will continue to be tracked, shared, and stored.而“他们” （在大哥哥的责任感字）可能已失去这一轮，我们的行动在网路上会继续追踪，共享和存储。 The only question is, will other companies have the guts to admit privacy violations like Facebook did, or will they simply make their efforts invisible to users?唯一的问题是，将其他公司有胆量承认隐私权的侵犯一样， Facebook的那样，或将他们简单地作出他们的努力，无形的用户？

Once upon a time, little more than a decade ago, if you wanted to rent a movie you had to physically visit a video store.黄飞鸿的时间，略多于十年前，如果你想租一部电影令你不得不身体访问视频商店。 You had to drive your gas-guzzling vehicle through rain and snow, busy streets, and crowded parking lots.你曾驾驶您的耗油量大的车辆通过雨雪天气，繁忙的街道上，和拥挤的停车场。 When you actually arrived at the store, you encountered less-than-enthusiastic employees, little selection, and draconian late fees.其实当你来到商店，你遇到低于热心员工，很少选择，并在严苛的滞纳金。 You would pay a steep price per movie, and you would have to bring it back again the next day to avoid more fees.你会付出陡峭的价格每看电影，和你就不得不把它再次回到第二天，以避免更多的费用。 If you wanted a specific film, you probably should have called ahead to see if it was available at your local store, because otherwise you’ll end up watching whichever new release is still on the shelf.如果您想要一个具体的电影，你可能应该有所谓的未来，看看是否可在您当地商店，因为否则，你将最终观看者为准新版本仍是放在架子上。

Nowadays, the movie fan has many more options that do not involve the negative experiences described above.如今，电影范有许多更多的选项，不涉及正反两方面的经验上文所述。 More and more people are signing up for online rental services like Netflix , which revolutionized the way we watch movies when they begun service in 1999.越来越多的人签署了在线出租服务，如Netflix的 ，革命性的方法，我们看电影时，他们开始服务于1999年。 They are drawn to the convenience, selection, and service that a traditional brick-and-mortar store cannot offer.他们提请方便，选拔和服务，传统的砖块与灰泥商店无法提供。 Netflix spokesperson Steve Swasey points out, “You can rent from wherever you want, whether you’re at home, at work, or at Starbucks.” Best of all, compared with the average video store’s selection of 3,000 to 5,000 titles, Netflix now offers over 90,000 films of every possible genre. Netflix的发言人史蒂夫swasey指出， “你可以从租金的情况下您想要的，无论您在家居，工作，或在星巴克” 。最棒的是，相对于平均视频商店的选择3000至5000种， Netflix公司现在提供超过9.0万片的一切可能的流派。

The subscription service works on a very simple model.订阅服务工程，一个很简单的模型。 Members sign up for one of nine different plans, each offering a different number of movies at a time/per month, and each at a different price point.成员注册了一个9个不同的计划，每个提供不同数量的电影在时间/每月，每一个不同的价格点。 They can then search Netflix’s catalog of films and add them to a personal “queue”.他们便可以搜索Netflix的产品目录的电影，并将其添加到个人“排队” 。 Films will be shipped based on their order in your queue, and you can reorganize the order at any time.薄膜的出货量将根据他们为了在您的队列，并且您可以重组，以便在任何时间。 Your DVDs arrive in those tell-tale red envelopes which are designed to be your return envelope as well.你的DVD抵达在这些告诉红包的故事，这是设计为您的回报，以及信封。 The business model is smart, efficient, and it filled a real need in the marketplace.商业模式是智能，高效和它填补了国内的实际需要，在市场上。 In fact, Netflix finds themselves with with 70% of the online movie rental market, with approximately 7 million subscribers.事实上，在Netflix的发现自己与70 ％的线上电影租务市场，大约有700万订户。 They are still growing rapidly, and they are poised to be very competitive in the $8 billion movie rental industry.他们仍在迅速增长，而且他们准备非常竞争力的80亿美元的录像出租业。

Obviously, as the largest of the traditional video chains, Blockbuster had to step up to the plate.很明显，作为世界上最大的传统视频链路，重磅炸弹已加紧向板。 They announced a service to rival Netflix called Total Access , which allowed customers to receive DVDs in the mail and exchange them in the store, all for lower prices.他们宣布了一项服务的竞争对手Netflix的所谓总访问 ，从而使客户能够收到的DVD在邮件中和交流，他们在商店，所有为更低的价格。 The Total Access service was successful in the short term, and it caused Netflix to drop their prices and add more DVDs to their catalog, but it wasn’t as competitive as they had hoped.总接入服务是成功的在短期内，和它造成的Netflix的下降，其价格和添加更多的DVD储存，以他们的目录，但没有竞争力，因为他们曾希望。 It seems that people don’t want to go to the video store, even if it means getting more movies at once, and Netflix’s members seem to be abnormally loyal.看来，人们不想去的视频存储，即使这意味着越来越多的电影一次， Netflix的成员似乎是异常的忠诚。 This is bad news for Blockbuster, who’s third-quarter results are looking dismal.这是个坏消息，重磅炸弹，谁的第三季度业绩是令人沮丧的展望。 They have been forced to close hundreds of stores in the past year and cut many jobs to keep their heads above water.他们已被迫关闭，数以百计的商店在过去的一年里，并削减大量的就业机会，以保持他们的元首以上的水。

As CNET’s News blog points out, “Blockbuster has been a victim on an online company finding new and inventive ways of bringing a product to a customer.” Why has Netflix been so successful?作为接受CNET的新闻博客指出， “重磅炸弹已成为受害人的一个在线公司寻找新的和发明的方法，使产品给客户。 ”为什么Netflix的如此成功呢？ Why are their customers so loyal?为什么他们的客户，所以忠诚度？ Swasey attributes it to Netflix’s commitment to improving the customer experience: “We continued to invest in content by adding Blu-ray and HD DVD options and improving our user-friendly website. swasey属性，它以Netflix的承诺，以改善客户的体验： “我们继续投资在内容加入蓝光和HD DVD的选项和改进我们的用户友好的网站。 We added price plans so there would be something for everybody.” Indeed, the focus on website customer experience has paid off, as Netflix has been named the #1 rated website for customer satisfaction for five consecutive periods as a result of independent surveys conducted by ForeSee Results.我们增加了价格的计划，所以会有让人人都能各取所需。 “事实上，把重点放在网站的客户的经验，已见成效， Netflix公司已经被命名为＃ 1额定网站，供客户满意度连续五期作为一个独立的结果，所进行的调查预见的结果。

Netflix cares enough about user experience to offer a $1 million prize to any programmer who can improve their movie recommendation application by 10%. Netflix的关心不够的用户体验提供了一百万元奖金 ，以任何程序员谁可以改善他们的电影的建议，应用了10 ％ 。 The system allows members to rate movies they’ve seen, then recommends other movies of similar genres, themes, and styles.该系统允许成员利率电影，他们已经看到，然后建议其他电影类似的体裁，主题和风格。 So far, one team has been awarded a progress prize of $50,000 for their efforts, but the big money is still on the table.直至目前为止，一队被授予进步奖$ 50000 ，为他们的努力，但最大的钱是仍然摆在桌上。 Other website improvements are also a priority, with the newly added “drag and drop” queue and the “watch instantly” function which allows users to see films directly in their browsers.其他网站的改善也是一个优先事项，与新增的“拖放”队列和“即时观赏”功能可让使用者看到的电影直接在浏览器中。 In addition to improving the online experience, Netflix recently moved all their customer service to a call center in Oregon, so users can actually talk to a real person if they have a problem with service.此外，改善的在线体验， Netflix公司最近提出的所有的客户服务，呼叫中心在俄勒冈州，这样用户就可以，其实谈一个真正的人，如果他们有问题的服务。

More and more traditional businesses are seeing market share slip away to e-businesses, and their efforts to hold onto customers are not terribly successful.越来越多的传统企业是看市场份额的支路以外的电子企业，它们的努力进行到的客户不是可怕的成功。 Like Blockbuster, many of these brick-and-mortars compete only with prices without regard to the level of service that consumers want.像重磅炸弹，许多这些砖和迫击炮的竞争，只有价格没有考虑到的服务水平，消费者想。 They undercut not only their online rivals, but also themselves, and their services are not financially sustainable.他们不仅削弱了他们的网上对手，但也对自己和对他们的服务是不是财政上可持续的。 The best way to compete would be to take an honest look at the user experience, which is something most brick-and-mortars never do.最好的方法竞争，将采取一个诚实的看使用者的经验，这是最砖和迫击炮永远不会做。 E-businesses and traditional businesses alike could look to market leaders like Netflix for solutions to their customer service shortcomings.电子企业和传统企业，都可以期待的市场领导者一样， Netflix公司为解决他们的客户服务的不足之处。 In the meantime, I think I’ll take a look at what films await me in my Netflix queue.在此同时，我想我会考虑一下什么电影，等待我的Netflix的队列中。

A recent survey appearing in Health Affairs: The Policy Journal of the Health Sphere, shows that Americans find little satisfaction in the current health care system.最近的一项调查中出现的卫生事务：政策的Journal of the保健领域，表明美国人找到满意的一点，在目前的医疗制度。 The study focused on seven developed countries: Australia, Canada, Britain, Germany, The Netherlands, New Zealand, and the United States.研究侧重于7发达国家：澳大利亚，加拿大，英国，德国，荷兰，新西兰，和美国。 In almost all categories, US patients ranked themselves dead last.在几乎所有的类别，美国病人自己的排名在最后。 Americans have the lowest life expectancy, the highest percent of GDP spent on health care, and the highest infant mortality rate of the nations polled.美国人有最低的预期寿命，最高％的国内生产总值用在医疗保健，和最高的婴儿死亡率为国家的受访者。

A whopping 32% of patients have experienced medical mistakes, where as only 16% of Dutch patients said the same.高达32 ％的病人有经验丰富的医疗失误，而只有16 ％的病人说，荷兰一样的。 This could be a result of doctors’ complaints about not having access to medical records at the time of service.这可能是因医生的投诉，无法获得医疗记录，在时间的服务。 Only 49% of Americans are able to get an appointment with their physician when they’re ill, whereas 75% of New Zealanders are able to see their doctors when it counts most.只有49 ％的美国人都能够得到一个预约医生当他们生病，而75 ％的新纽西兰人能看到他们的医生时，最重要的。 Even more revealing, 34% of US patients surveyed say that the health care system needs to be entirely rebuilt.更透露， 34 ％的美国患者的调查说，卫生保健系统的需要，是完全重建。

What can health care providers, including physicians, hospitals, government programs, and insurance companies do to combat this high level of dissatisfaction?有什么可以医护服务提供者，包括医师，医院，政府计划，保险公司，以对付这个高水平的不满呢？ Is there something short of a complete overhaul that will improve the health care experience of the average American?是有一些短期的全面改革，将改善健康护理的经验，美国人的平均？ Perhaps providers can take a page out of the book of private business, where the ultimate goal is always improving the customer experience.或许供应商可以采取一个网页出这本书的民营企业，而最终的目标是始终改善客户体验。 In the few months, Talkibie has reported on some of the high tech solutions that many providers are using to give their patients the best possible care.在未来数个月， talkibie报道了一些高科技的解决方案，许多供应商正在使用，让他们的病人最好的照顾。 These new services and technologies could solve some of the user frustrations with our current health care system.这些新的服务和技术可以解决一些用户的不满与我们现行的医疗制度。

As reported earlier this fall , a Canadian company called Myca has been giving patients access to their doctors through cell phone video conferencing. 正如此前报道，今年秋天 ，一家加拿大公司的所谓myca一直给病人进入他们的医生通过手机视频会议。 Canada ranked the lowest of all seven countries when it came to same or next-day appointments with doctors, with the US a close second.加拿大排名最低的所有七个国家，当它来到相同或下一代天任命与医生，与美国密切秒。 The service allows subscribers and doctors to communicate visually through their phones, and conversations can be logged and incorporated into existing medical records.这项服务可以让用户和医生沟通，在视觉上，通过他们的手机，和交谈，可以记录，并纳入现有的医疗纪录。 Prescriptions can even be assigned by email.处方，甚至可以指派的电子邮件。 This could be a major help to physicians who suffer from a constant backlog of appointments, and for patients with minor ailments who need medication but do not necessarily need to be seen face-to-face.这可能是一大帮助医生谁遭受不断积压的任命，并为患者轻微的疾病，谁需要药物治疗，但并不一定要看到面对面。 Providers and patients currently using the service have seized a golden opportunity to streamline the antiquated protocol of our current health care system.提供者和病人目前使用的服务已检获一个黄金机会，以精简过时的议定书，我们现行的医疗制度。

Patients may also turn to alternative online options to increase their satisfaction with the health care system.病人也可能转向其他的在线选择，以增加他们的满意度与健康护理制度。 Microsoft is courting the disgruntled patient with its new HealthVault service , which debuted in October.微软是讨好的不满，病人与它的新healthvault服务 ，其中在10月推出。 The idea is that medical records can be stored online and shared with any health care providers who use the service, regardless of whether or not they’re your primary doctor, a specialist, or a surgeon.该想法是，医疗纪录，可在线存储和共享与任何医疗护理服务提供者谁使用这项服务，无论是或不是，他们正在您的主要的医生，专家，还是一名外科医生。 It’s easy to see how a service of this kind would reduce the rate of medical mistakes due to a lack of access to medical records.人们很容易地看到，如何服务，这种将减息的医疗失误，由于缺乏获得的医疗纪录。 And Microsoft is not the only high tech company to offer this service.和微软并非是唯一的高科技公司提供这项服务。 Google unveiled vague plans to host online medical records, which it says was inspired by the destruction of thousands of patient records during Hurricane Katrina.在Google推出了空泛的计划东道国在线医疗纪录，它说的灵感销毁数以千计的病人的纪录，在飓风卡特里娜。

The US health care system most definitely needs some changes, and borrowing a few tricks from the internet technology world could potentially solve common problems that affect the patient experience.美国的医疗制度最肯定的需要一些改变，和借款几个诀窍，从互联网技术的世界有可能解决共同的问题，影响病人的经验。 Innovators in both fields could work together to identify and address the concerns of patients, and by using a problem-solving process that focuses on the needs of the end-user, we just might avoid a total overhaul.革新者在这两个领域可以携手合作，找出并解决所关注的病人，用解决问题的过程，着重于需要的最终用户，我们只是可能会避免，共检修。