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文/DoNews新锐作者 槐序

上世纪九十年代,几乎你上网的所有需求,包括电子邮件、新闻、体育频道、股票、地图等等,雅虎都能提供服务。那时的雅虎就是最大的互联网入口,几乎可以独自承担所有的信息需求,这种成功是巨大的,现在没几个网站能有这样的能力。

但很快Google来了,雅虎逐渐跟不上互联网的速度,Google用完全相反的模式取得成功:把所有最好的网站集合起来,完全的由UGC产生内容。

后来,搜索取代了门户网站成为最大入口,大家都意识到没有一家公司能独自的提供所有的内容服务。

门户变革重生

到了21世纪,Facebook与iPhone为首的智能手机的出现,逐渐成为了新的互联网入口。像当年的雅虎那样,他们能提供所有的生活体验内容,从天气预报到二级市场信息,甚至是游戏,应有尽有。不过差异在于他们没有认为自己能凭一己之力提供所有的内同,所以打造出一个平台让开发者提供内容。

这样的效果便是移动和社交移动和社交这两大入口成了第三方发布内容的渠道,现在AppStore几乎可以被看成是一个新的Google。当然,这又产生了另外一个问题:App太多了,造成用户选择困难,大家不知道要下载哪一个,有时为了一个新功能得去不停的适应新的应用程序,现在每天都有新应用出现,你想找到那个“最好”的应用,几乎不可能。

即便你找到了那个应用,也得先注册,学习新功能,适应新的操作界面,下次遇到同样的需求时还得记得是哪一个应用程序对应。这有点让人怀念以前雅虎的时代,一旦登陆了,根本不需要记住上百个地方,各种功能的应用都在上面了。

这让我有点开始怀念当年那个简单的Yahoo!的世界。那是一个你一直登录着,不需要记忆那上百个可以访问的位置,以及所有功能互不重叠的应用。

搜索功能引进

这种问题也是搜索引擎未来的方向,当你一旦搜索,只需要知道你大概需要什么,搜索引擎便会定会你到合适的地方,不再需要通过安装应用程序来满足功能需求。我们已经看到Google、Bing、Yahoo逐渐把他们的搜索结果应用化了,你搜索一个电影的名字,直接就能显示YouTube的播放,搜索地名时,直接把地图给你调用出来,天气预报、股票信息无一不是这样。不过他们尝试覆盖所有的内容,不与第三方合作,从雅虎的经验看来,这不能持续多久的。

所以解决方案并不是要一个人把所有事情都包了,也不是完全依靠开发者,而是把两者结合起来,精确公众请求对应用程序的定位。

如果某个入口的需求频繁,那就独自做成一个应用。在雅虎的案例中,他们把股票和新闻做成了应用。但雅虎做得还不够集聚(可以参考Spotify这类的社交阅读平台),iPhone也会自带一些日历和股票应用,但他们不会自己做游戏应用。因此还是有一部分的市场空缺可以去创造。

那这个搜索引擎会是什么样的呢?比如,你搜索“Black eyed peas”以直接打开Spotify应用,搜索“法国美食家”的时候,弹出Yelp等第三方应用的话,会方便得多。而他们的排名可以根据搜索引擎的算法进行排名,用户不必自己去筛选(不过遇上百度这样的就难说了)。

这样就变成了上文描述的状态,我们不再需要记住那么多的应用了,而且这样的方式我们还能接触到更多的应用,同时还能满足我们不同的差异需求。更重要的是,这能让用户更集中的注意自己想要做的事情,而不是还在想那个应用程序能帮我完成某项功能。现在我还需考虑应用的分类,比如我想知道餐馆的信息,不再去上大众点评这样的App搜索,而是直接对Google Voice说“我想吃法国大餐”,系统便会把最好的一款应用程序中最好的推荐显示出来,省去中间一步。

苹果也知道这是将来搜索的大方向,所以他们引入了Siri,你不需要说“帮我问Yelp上哪吃海底捞,”只需要说“帮我找个吃火锅的好地方”它能帮你定位哪个App里的数据库是最合适的。

为什么是雅虎而不是Google

Google的搜索是他们的核心业务,为此他们投入大量的人力物力。如果你作为Google的领导,你会舍得放弃一个自己最大的盈利业务,另寻新模式吗?这无疑是要冒巨大风险的,这不是Google的血统所在,某种程度上Google会被现有的成功限制,更别提他现在还在紧张的考虑Facebook给它带来的种种威胁。

Bing也不会这么做,Bing的目标只是为了削弱Google的利润,阻碍Google成为另一个微软这样的现金牛公司(冏),所以它的模式是极大的模仿Google,Google不做,它也不会做。

但雅虎却有这个可能,首先它有十几年的专著于内容服务经验,在内容方面还有不少流量,这使得雅虎有潜力成为互联网上的下一个苹果。

======带个自私自利的小AD=========

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