梅宏：不容错过的大数据时代
创作者可以通过三种方式在线生存：封闭的市场，重复订阅和侵入性广告。 现在该换些新东西了。 (Creators have three options for surviving online: closed marketplaces, recurring subscriptions and invasive advertising. It’s time for something new.)
You’re in an arcade.
你在街机上。
This arcade has a million machines.
这个商场有一百万台机器。
Instead of coin slots, the games have different payment methods. Some are ad-supported, frequently pestering you with annoying pop-ups. Others won’t let you play until you enter your credit card. Some require a monthly subscription, and the rest have an up-front cost that is too much for casual use.
游戏具有不同的支付方式，而不是投币口。 一些广告支持广告，经常弹出讨厌的弹出窗口。 输入您的信用卡之前，其他人将不允许您玩。 有些需要按月订阅，其余的则需要临时支付过多的临时费用。
Some people will pick a few machines they like, and most will give up. Why can’t you just pay a quarter for a quick match against a friend? Why do you need to buy a game for a whole month, remember to cancel the subscription before it gets automatically renewed, and then go through the same process with another game?
有些人会选择一些他们喜欢的机器，而大多数人会放弃。 您为什么不能只花四分之一就可以与朋友进行快速比赛？ 为什么您需要购买一个月的游戏，记得在自动续订之前取消订阅，然后对另一款游戏进行相同的过程？
This is the state of online transactions.
这是在线交易的状态。
A lot of people are leaving the arcade.
很多人都离开了商场。
There are other ways to do web payments.
还有其他方式可以进行网络支付。
We know that modern web experience is mostly terrible. Instead of individual creator sites, most people are living inside social networks that promote templated selves and divisive content.
我们知道，现代的网络体验通常很糟糕。 大多数人都居住在社交网络中，这些社交网络宣传模板化的自我和分裂性内容，而不是创建者个人网站。
Creators have three options for surviving online: closed marketplaces, recurring subscriptions and invasive advertising.
创作者可以通过三种方式在线生存：封闭的市场，定期订阅和侵入性广告。
Are subscription models, advertising, or closed marketplaces really the best fit for the internet? If not, what might a system of transactions built with the open web look like?
订阅模式，广告或封闭市场真的最适合互联网吗？ 如果没有，使用开放式网络构建的交易系统会是什么样？
THE MISSING MIDDLE
失踪的中间
Recurring payment models are everywhere, but they aren’t a fit for every situation.
定期付款模式无处不在，但并不适合所有情况。
Consider an article on a news site. The site wants you to subscribe, but you’re only after one article. Subscribing requires finding a credit card, signing up for an account (or setting a calendar appointment to cancel before your ‘free trial’ is up) and questioning your purchase. You’re more likely to just read something else instead.
考虑新闻网站上的一篇文章。 该网站希望您订阅，但您只有一篇文章。 订阅需要找到信用卡，注册帐户(或设置日历约会以在“免费试用”开始之前取消)并质疑您的购买。 您更有可能只是阅读其他内容。
Even if you did buy the article, where does it go? Do you get a record that you purchased it? Is it stored somewhere you can easily read it again? Why would you pay for something which is destined to get lost and forgotten?
即使您确实购买了该商品，它还会去哪儿？ 您收到购买记录吗？ 它存储在可以方便再次阅读的地方吗？ 您为什么要为注定要丢失和忘记的东西付费？
Take another example: an online art class. You don’t know up front whether or not the course will be a good fit for you. But you’re asked to pay for the entire set of classes instead of on an episode-by-episode basis.
再举一个例子：在线美术课。 您不预先知道该课程是否适合您。 但是，系统要求您为整个课程集付费，而不是逐集地付费。
An excessive bundling of content is hardly the only problem with the current way of accepting web payments.
当前接受网络支付的方式中，过多的内容捆绑几乎不是唯一的问题。
Creators are financially damaged when they find their work used, re-sold or otherwise exploited without credit. This isn’t always intentional — creators who rely on third party content don’t have a reliable network for tracing assets back to their source. This version of a marketplace wasn’t built with the creators or consumers in mind, and the whole process suffers for it.
当创作者发现自己的作品未经使用而被使用，转售或以其他方式利用时，就会遭受经济损失。 这并非总是故意的-依赖第三方内容的创作者没有可靠的网络来追踪资产回到其来源。 这个版本的市场并不是在考虑创建者或消费者的情况下建立的，整个过程都会因此而遭受损失。
We need a solution for the smaller payments. And we can’t power it with credit cards.
对于较小的付款，我们需要一个解决方案。 而且我们不能用信用卡为其供电。
WHY CAN’T WE USE CREDIT CARDS FOR SMALL PAYMENTS?
为什么我们不能使用信用卡付款？
Credit card processing generally costs at least $0.29 per transaction. If you charge a user $0.50, you’re left with around $0.10 after fees. (Less if it’s international.) Add the cost of chargebacks ($15 per incident on Stripe for example) and transactions below $1 are generally not economically viable (i.e. you’ll lose money).
信用卡处理通常每笔交易至少需要花费$ 0.29。 如果您向用户收取$ 0.50的费用，那么扣除费用后您剩下的费用约为$ 0.10。 (如果是国际性的，则很少。)加上拒付的成本(例如，Stripe上每次事件15美元)，并且低于1美元的交易通常在经济上不可行(即您会亏损)。
The point where credit card fees start to be a reasonable percentage of the total amount (5–10%) is around $3–5 which is why you see so many digital goods and subscriptions start to appear at that price range (thanks to Stefan at Coil for some of the thinking on this).
信用卡费用开始占总金额的合理百分比(5–10％)的时候是3–5美元左右，这就是为什么您看到这么多数字商品和订阅开始出现在该价格范围内的原因(感谢Stefan在盘绕在此的一些想法)。
There is also a “mental cost per-transaction cost”, or the inconvenience of having to think about a transaction, enter a credit card, wait for a loading screen, and add personal data. How much it is depends on the person. The median for a US consumer seems to be in the $0.15 ballpark. When trying to figure out whether people will pay for something, assume an added cost of $0.15, representing their Many, many micro-transaction companies have failed, because they miscalculated how intolerant people are of wasted time when transactions are sufficiently small.
还有“每笔交易的精神成本”，或者是不方便考虑交易，输入信用卡，等待加载屏幕以及添加个人数据的不便之处。 多少钱取决于人。 美国消费者的中位数似乎在0.15美元左右。 当试图弄清人们是否愿意花钱时，假设增加了0.15美元的成本，这代表了他们的许多很多微交易公司倒闭了，因为他们错误地估计了当交易量足够小时人们对不宽容的浪费时间。
The way people sometimes get around this is by aggregation. That’s why games won’t sell you a $0.50 loot box but rather will sell you 1000 in-game diamonds for $5.99 and then with that you can buy twenty loot boxes.
人们有时通过汇总来解决此问题的方法。 这就是为什么游戏不会向您出售0.50美元的战利品盒，而是以5.99美元的价格向您出售1000颗游戏中钻石，然后您可以购买二十个战利品盒的原因。
By buying $10 of tokens up front, and using a cryptocurrency on the back end, micropayments could be delivered anywhere in the world, to any product, in any fractional revenue model, all with a minimum of transaction fees.
通过预先购买10美元的代币并在后端使用加密货币，小额支付可以在世界任何地方以任何分数收入模式交付到任何产品，并且交易费用最低。
WEB PAYMENTS AT HUMAN SCALE
以人为单位进行网络付款
Having to fill out a form to make a 25 cent purchase is inhuman; it is an unreasonable amount of work to burden a human with for the reward. Being able to click directly through to a purchase is human scale.
必须填写表格购买25美分的商品是不人道的； 负担人的报酬是不合理的工作。 能够直接点击进行购买是人的尺度。
When we talk about gaps in our tools and services, what we are talking about are gaps in our design thinking. Gaps often end up being filled by anti-patterns and can produce all kinds of negative effects. In this case advertising was seen as the quick fix, and arguably has had a disproportionate and negative impact on the web.
当我们谈论工具和服务中的差距时，我们所谈论的是我们设计思想中的差距。 缝隙经常最终被反模式填充，并可能产生各种负面影响。 在这种情况下，广告被视为快速解决方案，并且可以说对网络产生了不成比例的负面影响。
This class of design can be said to be at “human scale” in that they are systems that care about human time and do not waste it. They are designed to fit what people really need, as individuals and small groups. They afford humans the same rights that a marketplace has at an individual level. And they allow creators to create more desirable, innovative, and helpful creative content.
此类设计可以说是“人类规模”的，因为它们是关心人类时间并且不会浪费时间的系统。 它们旨在满足人们的实际需求，无论是个人还是小团体。 它们赋予人类与市场在个体层面上相同的权利。 它们使创作者可以创建更理想，更具创新性和有用性的创作内容。
What we design, who we design for, what design seeks to produce — these are hard questions. Design has a way of escaping our grasp as new elements come into play we didn’t consider.
我们要设计什么，为谁设计的东西，设计要产生的东西-这些都是难题。 随着新元素的出现，我们没有考虑过设计，因此可以逃避我们的掌握。
There has been a rising interest in building a Web Wallets, but a lack of in-depth research about what creators really need.
人们对构建Web Wallet的兴趣日益浓厚，但是缺乏对创作者真正需求的深入研究。
WHAT DO CREATORS NEED ON THE WEB?
创作者在网络上需要什么？
Last year, Mozilla’s Anselm Hook performed months of in-depth research with individual creators about the challenges they faced on the web.
去年，Mozilla的Anselm Hook对个人创作者进行了数月的深入研究，以了解他们在网络上所面临的挑战。
One of the most notable interviewees was Nonny de la Peña, an American journalist, documentary filmmaker, and entrepreneur. Her groundbreaking virtual reality work combines 3D environments with real witness audio to recreate powerful events users can experience using virtual reality headsets. She is widely credited with helping create the genre of immersive journalism.
最著名的受访者之一是美国新闻记者，纪录片制片人和企业家诺尼·德拉佩尼亚 。 她开创性的虚拟现实作品将3D环境与真实的见证音频相结合，以重现用户可以使用虚拟现实耳机体验的强大事件。 她因帮助创造身临其境的新闻风格而广受赞誉。
Nonny brought up three major factors facing creators during her interview: Findability, Cryptocurrencies and Small Payments.
Nonny在接受采访时提出了创作者面临的三个主要因素：可发现性，加密货币和小额付款。
Findability: In Nonny’s opinion, the web has no “store”. Findability for creators is important.
可发现性：在Nonny看来，网络上没有“商店”。 对于创作者而言，可发现性很重要。
“There’s no way for people to find any of the work our team create, our authoring work, our authoring tool, or us as a whole. It’s all random, ad-hoc, word of mouth and social networking. A Web Payment system should help people discover and support underground and emerging content all over the world. There is no forward facing filter on content by type.”
“人们无法找到我们团队创建的任何作品，我们的创作作品，我们的创作工具或整个我们。 这都是随机的，临时的，口口相传和社交网络。 网络支付系统应帮助人们发现并支持全世界的地下和新兴内容。 按类型没有针对内容的前向过滤器。”
Content isn’t created by a single person. There needs to be a way to deliver revenue to multiple content authors:
内容不是由一个人创建的。 需要一种将收入交付给多个内容作者的方法：
“Creators should have access to participatory revenue streams. They should be be able to sell tools to creators as well as participate in creator revenue. Any monetization system that a third party creates should allow some way of splitting revenue out to various parties.”
“创作者应有权使用参与性收入来源。 他们应该能够向创作者出售工具，并参与创作者的收入。 第三方创建的任何货币化系统都应允许某种方式将收入分配给各方。”
Nonny brought up the need for small payments on the web.
Nonny提出了在网上进行小额付款的需求。
“Steam, Oculus and Google Play are frustrating marketplaces. It would be ideal to publish straight to the web but there’s no way to do that and get paid easily. Creators are forced to choose between a marketplace or the huge hassle of setting up a Mastercard/Visa Paywall before knowing whether people might even pay for the product the studio has produced.”
“ Steam，Oculus和Google Play令人沮丧。 直接发布到网络上是理想的选择，但是没有办法做到并轻松获得报酬。 在不知道人们是否愿意为工作室生产的产品付款之前，创作者被迫在市场或设置Mastercard / Visa Paywall的麻烦之间进行选择。”
Small Payments Support Healthy Web Ecosystems
小额付款支持健康的Web生态系统
If we design for a healthy interaction between creators and consumers, where consumers directly support the creators, then these interactions may benefit a whole ecosystem.
如果我们设计创造者与消费者之间的健康互动，消费者直接支持创造者，那么这些互动可能会使整个生态系统受益。
In fact Tim Berners Lee did design the web with a payment channel — specifically for this reason — but it just has not been formally implemented yet and remains only a tantalizing possibility.
实际上，蒂姆·伯纳斯·李(Tim Berners Lee)确实设计了带有付款渠道的网络-正是出于这个原因-但它尚未正式实施，仍然只是一种诱人的可能性。
DESIGNING A SUCCESSFUL WEB WALLET
设计成功的网络钱包
Imagine a payment service built with the internet in mind. You refill it once every month or so, or even set-up automatic payments. It may be a site, a browser extension or built into the browser.
想象一下建立在互联网上的支付服务。 您每月大约需要补充一次，甚至设置自动付款。 它可以是站点，浏览器扩展或内置在浏览器中。
In daily use you wouldn’t have to type in any numbers, or worry about someone copying your info. You would simply click directly through your purchase to the product experience. If it is an article, you click through to the article and that is the purchase event. Same for a video or a game or any other experience.
在日常使用中，您无需输入任何数字，也不必担心有人会复制您的信息。 您只需直接在购买过程中单击即可获得产品体验。 如果是文章，则单击该文章，这就是购买事件。 对于视频或游戏或其他任何体验也是如此。
Your purchase button card might be customized, so you would know right away that you were looking at an official purchase and not a fake pop-up from a questionable site. But the main way the service protects you is that it decertifies sites that attempt to deceive you.
您的购买按钮卡可能是自定义的，因此您会立即知道您正在寻找正式购买商品，而不是来自有问题站点的伪造弹出窗口。 但是该服务保护您的主要方式是取消对试图欺骗您的网站的认证。
You could easily see records of your recent transactions. You could revisit sites you had made payments to, or places you would like to make a payment in the future. You could pay for an experience after you consumed it. You could tip creators if you wished.
您可以轻松查看最近的交易记录。 您可以重新访问已付款的站点，或者将来要付款的地方。 消费后，您可以为体验付费。 如果愿意，可以给创作者小费。
As a single click through payment; there are no forms, no redirection, no delay. It is frictionless, instantaneous and largely transparent. Behind the scenes any service fees would reflect true service costs rather than being a profit center for the wallet provider.
单次点击支付； 没有任何形式，没有重定向，没有延迟。 它是无摩擦的，瞬时的并且在很大程度上是透明的。 在后台，任何服务费用都将反映真实的服务成本，而不是成为钱包提供商的利润中心。
This would be a service that could be easily added to a creator website, and it should be built in partnership with a web-oriented non-profit that’s already positioned as an international web presence. Otherwise, the platform could get lost in the shuffle. The crypto backend could sit behind existing web wallet offerings, allowing startups to offer in-app payments without taking on the Herculean task all on their own.
这是一项可以轻松添加到创作者网站的服务，并且应与已经定位为国际网站的面向网络的非营利组织合作构建。 否则，平台可能会陷入混乱。 加密后端可以位于现有的网络钱包产品之后，允许初创公司提供应用内付款，而无需独自承担繁重的任务。
With a direct relationship between a creator and a consumer, creators may be more free to attend to consumer interests and needs. And because we’re striking at the root of the issue (payments) rather than at the symptoms, advertising may naturally diminish (rather than you needing to put so much work into having an ad blocker or having to whitelist or blacklist certain sites, or even just having to put up with the headache of trying to read around the ads). Content should improve. Diversity of content should increase. More creators from different backgrounds should be able to participate in the support-based ecosystem of the web.
通过创建者和消费者之间的直接关系，创建者可以更加自由地关注消费者的兴趣和需求。 而且由于我们是从问题的根源(付款)而不是症状着手，所以广告自然会减少(而不是您需要花很多精力来制作广告拦截器或将某些网站列入白名单或黑名单，或者甚至不必忍受尝试阅读广告周围的头痛)。 内容应该改进。 内容的多样性应增加。 来自不同背景的更多创作者应该能够参与基于支持的网络生态系统。
A smart wallet like this would not only be a payment method, but also a means to form a network with anyone you had supported (if you permit it), as well as tracking their content so you wouldn’t have to worry about losing track of it.
这样的智能钱包不仅是一种付款方式，而且还是与您支持的任何人(如果您允许的话)建立网络的一种手段，并且可以跟踪他们的内容，因此您不必担心会丢失它的。
A web wallet affords more variety in spending habits — someone could spend a thousand dollars one month, and 25 cents the next. It also unlocks a category of content that we don’t see much of on the web; smaller, “pay by the individual item” digital products.
网络钱包提供了更多的消费习惯-某人一个月可以花1000美元，下个月可以花25美分。 它还解锁了我们在网络上看不到的一类内容； 较小的“按单项付款”数字产品。
There’s also a possibility that it could be accessible to people traditionally unbanked, it would cross international boundaries, and it could have low friction.
还有一种可能是传统上没有银行账户的人可以使用它，它可以跨越国际边界，并且摩擦很小。
And of course, a good Web Wallet would provide discoverability services for creators, with an API that would allow anyone to make their own independent view or segment of the creator market.
当然，一个好的Web Wallet会为创作者提供可发现性服务，并提供一个API，该API允许任何人对创作者市场发表自己的看法或细分。
Cryptocurrencies are well-positioned to deliver fractional payouts, but few are in use on the web today. A Web Wallet with a crypto-based backend would allow for international transactions, asset tracking, and fractional payments for multiple creators. But the transactions cannot look like crypto. They must be smooth, delightful and magical. No one wants to look at a wallet. They want a pass-through system that gets them to the goal. A calm User Experience is crucial.
加密货币在提供小额支出方面处于有利位置，但是如今在网络上却很少使用。 带有基于加密后端的Web Wallet可以进行国际交易，资产跟踪以及为多个创作者进行部分付款。 但是交易看起来不像加密。 它们必须光滑，令人愉悦且神奇。 没有人想看一个钱包。 他们想要一个能够使他们达到目标的直通系统。 稳定的用户体验至关重要。
HOW CLOSE ARE WE?
我们有多近？
When VentureBeat journalist Bernard Moon first moved to South Korea in 2000, he was surprised to see an camera phone market. In 2001 it was unfathomable that camera phones would be adopted a rapidly in the United States as they were in South Korea, but it happened. And today, South Korea is way ahead on cryptocurrencies and micropayment systems. Not only does South Korea have multiple and robust micropayment systems in the 50 cent range, the industry is rapidly growing. In his article on crypto and South Korea, Moon also mentioned while it seems impossible for an American to pay 50 cents for something right now, small scale Web Wallet services are fundamentally inevitable. Even though there isn’t a serious small scale Web Wallet in the United States in a sweet spot of $0.15 to $5.00 on the web, it’s something that on the future horizon. We can build it now, and we can learn from those who already rely on it.
当VentureBeat记者Bernard Moon在2000年首次移居韩国时，他惊讶地看到了照相手机市场。 在2001年，像在韩国一样，在美国Swift采用照相手机是不可思议的，但是它发生了。 今天，韩国在加密货币和小额支付系统方面遥遥领先。 韩国不仅拥有多种强大的50％小额支付系统，而且该行业正在Swift发展。 Moon 在有关加密货币和韩国的文章中还提到，虽然美国人现在似乎不可能为某些东西支付50美分，但从根本上讲 ，小规模的Web Wallet服务是不可避免的 。 即使美国没有严重的小规模Web钱包，其网上零售价在0.15美元至5.00美元之间，但未来的前景仍然如此。 我们现在可以构建它，并且我们可以向已经依赖它的人学习。
WHO SHOULD BUILD IT?
谁应该建立它？
We know that a lot of people are working on web wallets right now, but they are overlooking crucial elements like user experience, transaction cost, and they may be ignoring creators. A good Web Wallet should be built by a non-profit web organization with a small but exceptional design team. An entity that can offer a long term, sustainable home for the product to live in.
我们知道现在有很多人正在使用Web钱包，但是他们却忽略了用户体验，交易成本等关键要素，并且他们可能会忽略创建者。 一个好的Web钱包应该由一个非营利性的Web组织和一个很小但出色的设计团队来构建。 可以为产品提供长期，可持续的住所的实体。
A good Web Wallet will make a lot of money. Micro-payment systems in other countries have proven that. But it needs to be guided by a set of design principles that empower creators and the ecosystem of the web as a whole.
好的Web电子钱包可以赚很多钱。 其他国家的小额支付系统已经证明了这一点。 但是它需要遵循一系列设计原则的指导，以使创作者和整个网络的生态系统获得授权。
It’s time for a real Web Wallet — one that acknowledge the many ways purchases have changed in recent decades — crowdfunding, cryptocurrency, donations, virtual tips, and other developing concepts becoming core parts of financial interactions. We can design better models for discovery, licensing, IP and payment for creators of all sizes and backgrounds. It can become an entirely good thing for the web as a whole — it can help heal an ecosystem.
现在该是发布真正的Web Wallet的时候了-承认最近几十年来购买方式已发生变化的各种方式-众筹，加密货币，捐赠，虚拟技巧以及其他发展中的概念已成为金融互动的核心部分。 我们可以为各种规模和背景的创作者设计更好的发现，许可，IP和支付模型。 对于整个Web来说，它可能完全是一件好事-它可以帮助修复生态系统。
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Thanks to Nonny de la Peña, Ben Greenstein, Kate Hook, Anselm Hook, and Stefan Thomas for feedback and input on this article.
感谢Nonny de laPeña，Ben Greenstein，Kate Hook，Anselm Hook和Stefan Thomas对本文的反馈和投入。
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