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谷歌Checkout已死,谷歌Wallet永存

所属:社会热点 作者:Greg Sterling 来源:Search engine land 阅读:2768 次 评论:0 条 [我要评论]  [+我要收藏]


昨天谷歌Checkout的用户被告知已加入并被谷歌Wallet取代。无论是从品牌还是已有的观点,Wallet都已是更成功的产品。
Yesterday Google Checkout users were notified that it was being merged into and replaced by Google Wallet. This makes sense on every level. From a ‘brand” and visibility standpoint Wallet is a more successful product already.
Checkout于2006年6月推出(发布前据传称为“GBuy”)。顾客和商家都是它的对象。Checkout还曾打算与AdWords紧密结合。使用AdWords的在线零售商或商店享受更好的支付处理条款。
Checkout was introduced in June, 2006 (it was rumored to be called “GBuy” ahead of launch). It was directed at both consumers and merchants. Checkout was also intended to be tightly integrated with AdWords. Online retailers or stores that used AdWords received favorable payment processing terms.
某种程度上这是谷歌对贝宝的答案,但在很多方面都不同(比如它不允许个人对个人的交易)。当时贝宝将其视为重大威胁,做出许多敌对的措施,比如拒绝Checkout上eBay。
In some ways it was Google’s answer to PayPal but it was also different in a number of respects (it didn’t allow peer to peer transactions for example). PayPal owner eBay at the time took it very seriously as a threat and did a great many hostile things, such as refusing to allow Checkout on eBay and pulling its AdWords advertising in protest.
今年早些时候似乎重演了这一纷争,因两名前贝宝主管人员帮助推出谷歌Wallet,eBay指控谷歌。
There was a bit of a replay of that fracas when earlier this year eBay sued Google over two former PayPal executives who helped launch Google Wallet.
Checkout从未向顾客真正解释过,然而谷歌确实向AdWords广告客户和商家直推了很多在线广告。此外,几年来,使用Checkout的AdWords广告客户可以在广告上添加图标按钮,使其比竞争者的广告更加显眼。
Checkout was never really explained or marketed to consumers — Google did run lots of online ads directed toward AdWords advertisers and merchants however. In addition, for a couple of years, AdWords advertisers using Checkout were permitted to put an icon/button in their ads making them more prominent than competitors’ ads.
顾客是Checkout成功的关键,但顾客从没太多过。不知道现在Checkout的用户有多少,但与贝宝相比非常少。
Consumers were the key to Checkout’s success, however, and they really never adopted it in large numbers. We don’t really know how many Checkout users there are today but it has got to be very small by comparison to PayPal, for example.
谷歌还曾打算将Checkout打造成购物门户,但因为谷歌购物/商品搜索而不了了之。
Google also flirted with making Checkout a shopping portal but didn’t commit to that because it had Google Shopping/product search. The strategy around Checkout was thus muddy and ineffectual.
向顾客“推销” Checkout的失败在安卓市场发布后重新困扰谷歌,没有广泛接受、易于使用,iTunes般的系统去支付应用。安卓开发者变得绝望,没法在安卓上很好赚钱。谷歌和其合作者东拼西凑,寻找应用支付的方法。但对谷歌和开发者效果都不好。
The failure to “sell” Checkout to consumers came back to haunt Google later after the Android Market launched and there was no widely adopted, easy-to-use iTunes-like system to pay for apps. Android developers became frustrated that they couldn’t monetize very well on Android. Google and its carrier partners offered a patchwork of methods to pay for apps (i.e., carrier billing). None of this worked particularly well for Google or developers.
今日的谷歌与2006年的谷歌大不相同。它意识到并重视向顾客推销产品的价值。

谷歌Wallet有了一个很好的开始,并将最终证明是一个比Checkout成功得多的产品。

Google is a much different company today than it was in 2006. It recognizes and appreciates the value of marketing products to consumers. 


Google Wallet is off to a fairly strong start (from a visibility standpoint at least) and will ultimately prove to be a much more successful product than Checkout turned out to be.
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2011-11-20 16:38 编辑:loveyystyle
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