[谷歌必应,谁与争锋?]谷歌地图2018手机版
时间：2019-01-08 03:17:53 来源：柠檬阅读网 本文已影响 人 
若要回顾2009年的网络大事,“必应”肯定是十大关键词之一。2009年6月,微软宣布推出全新的搜索引擎,正式向雄霸全球搜索市场的谷歌叫板。转眼半年,即使必应还有很长一条路要走,如果这个对手能促使谷歌开发更多便利功能,对大小事离不开搜索的网民来说也无异于福音,对吧?
Every year, the market-research firm Millward Brown conducts a survey to determine the economic worth of the world’s brands � in other words, to put a dollar value on the many logos that dominate[支配] our lives. Among its results, Google has claimed the top spot for the past three years. The most recent report values the brand at more than $100 billion.
What’s astonishing is how effortlessly Google seems to have earned the public’s affection. Other companies spend enormous sums to stay in the consciousness[意识]. Google, which makes most of its money from ads, rarely advertises itself.
But Google’s humility[谦卑] is being tested as never before. At the moment, Google’s most pressing problem is Microsoft. The software giant is spending $100 million to market its new search engine, Bing. Bing’s ads are unavoidable and blistering[激烈的]. They suggest that Google is broken, and rarely leads us to what we’re looking for.
“All of us in the search industry were surprised by Bing,” says Anna Patterson, a former Google engineer.
“It’s the first time you have someone with deep pockets[财力雄厚] that’s willing to lose money in order to compete with Google, and they’re willing to stick with it over the long term.”
Also, if the planning partnership of Microsoft and Yahoo! is approved by the government, when you type in “Britney Spears” at Yahoo! in future, you’ll get results provided by Bing. The search engine gets smarter as more people use it. If Bing notices lots of clicks on Spears’ music videos after searching for the pop star, it can begin to highlight those videos in future searches. By massively expanding Bing’s market share then, Microsoft will get access to a much broader pool of user data, which will in turn make it better at predicting what you want when you search.
Privately, Googlers would describe the Bing ads as misleading and unfair, painting a picture of Google that doesn’t match reality. Maybe, but Microsoft is using a typical old-fashioned yet always eye-catching game-designing technique: create a problem you don’t know you have, then solve it. Bing!
市场调研公司明略行每年都要进行一次调查,以测定世界各大品牌的经济价值――换句话说,就是估量一下支配着我们生活的各种商标到底值多少钱。在过去的三年里,谷歌一直在众多调查数据中位居榜首。最近的报告显示,其品牌价值超过一千亿美元。
令人吃惊的是,谷歌似乎不费吹灰之力就赢得了人们的喜爱,其他公司则要耗资巨大才不至于被公众所遗忘。尽管其收入大部分来自广告,谷歌却极少对自身进行宣传。
然而谷歌的低调如今受到前所未有的考验。目前,谷歌最迫切的问题来自微软。这个软件巨头花了一亿美元来推销自己崭新的搜索引擎――必应。必应的广告无处不在,而且言辞激烈。它们宣称谷歌问题丛生,而且往往不能帮助我们找到自己真正要找的东西。
“我们整个搜索引擎业都对必应的出现感到吃惊,”曾在谷歌任职工程师的安娜・帕特森说。“这是第一次有财力雄厚的人即使亏钱也要与谷歌一较长短,而且他们不介意打持久战。”
另一边厢,如果微软和雅虎筹备中的合作计划得到美国政府批准,今后当你在雅虎上键入“小甜甜布兰妮”时,你将获得由必应提供的搜索结果。使用者越多,必应就会变得越聪明。如果必应注意到很多人在搜索小甜甜后会点击其音乐录像,它就会在以后的搜索中将这些视频放在显眼位置。随后通过大量扩展必应的市场份额,微软就能得到更加广泛的用户数据,从而让必应在你搜索时更敏锐地预测出你想要的结果。
私下里,谷歌人说必应的广告带有误导性,而且有失公允。它所描述的谷歌与真正的谷歌并不相符。也许这话没错,但微软采用的虽然是典型的旧式游戏设计手法,这种手法却永远能吸引人们的眼球:引出一个你不曾意识到的问题,然后解决它――有求必应!
