TED2007
Jan Chipchase: The anthropology of mobile phones
Jan Chipchase 与我们的手机
Filmed:
Readability: 3.5
789,110 views
诺基亚的调研者Jan Chipchase， 他的调研工作以人类怎样与科技互动为主，从乌干达的小镇到每个人的口袋，他从中得到了许多意外的发现。
Jan Chipchase - User anthropologist
As Executive Creative Director of global insights for frog design, Jan Chipchase travels around the world and inside our pockets in search of behavioral patterns that will inform the design of products we don't even know we want. Yet. Full bio
As Executive Creative Director of global insights for frog design, Jan Chipchase travels around the world and inside our pockets in search of behavioral patterns that will inform the design of products we don't even know we want. Yet. Full bio
Double-click the English transcript below to play the video.
00:26
I live and work from Tokyo, Japan.
0
1000
3000
我在日本东京居住并工作
00:29
And I specialize in human behavioral research,
1
4000
4000
我致力于人类行为学的调研
00:33
and applying what we learn to think about the future in different ways,
2
8000
6000
然后运用我们所学到的知识用不同的方式去看待未来
00:39
and to design for that future.
3
14000
2000
并设计未来
00:41
And you know, to be honest, I've been doing this for seven years,
4
16000
4000
坦诚的说，我已经做这行7年了
00:45
and I haven't got a clue what the future is going to be like.
5
20000
2000
我仍不知道未来将会是怎样
00:47
But I've got a pretty good idea
6
22000
2000
但我大致了解
00:49
how people will behave when they get there.
7
24000
3000
人们的行为到了那时候将会是怎样
00:53
This is my office. It's out there.
8
28000
3000
这就是我的办公室，到处都是
00:56
It's not in the lab,
9
31000
2000
并不是坐在一个实验室里
00:58
and it's increasingly in places like India, China, Brazil, Africa.
10
33000
6000
大多数都在印度，中国，巴西和非洲
01:07
We live on a planet -- 6.3 billion people.
11
42000
2000
我们共同生活在这个星球上 -63亿人类
01:10
About three billion people, by the end of this year,
12
45000
2000
其中大约30亿人，在今年年底
01:12
will have cellular connectivity.
13
47000
3000
会接受到手机信号
01:15
And it'll take about another two years to connect the next billion after that.
14
50000
5000
再过2年将会有另10亿人加入他们
01:20
And I mention this because,
15
55000
2000
我要提到这点是因为
01:22
if we want to design for that future,
16
57000
2000
如果我们要为未来做设计
01:24
we need to figure out what those people are about.
17
59000
2000
我们需要了解他们是怎么想的
01:26
And that's, kind of, where I see what my job is
18
61000
2000
这也是我工作的重点
01:28
and what our team's job is.
19
63000
2000
也是我们团队的
01:31
Our research often starts with a very simple question.
20
66000
3000
我们的调研一般由一个比较简单的问题开场
01:34
So I'll give you an example. What do you carry?
21
69000
4000
比如： 你今天随身带了什么
01:38
If you think of everything in your life that you own,
22
73000
4000
你马上会想到你所拥有的所有财物
01:43
when you walk out that door,
23
78000
2000
当你出门的时候
01:45
what do you consider to take with you?
24
80000
2000
你会想今天我要带什么
01:47
When you're looking around, what do you consider?
25
82000
3000
你边找边想些什么
01:50
Of that stuff, what do you carry?
26
85000
3000
我到底要带那些东西呢
01:53
And of that stuff, what do you actually use?
27
88000
3000
那些你随身带的东西你会真正的用到呢
01:56
So this is interesting to us,
28
91000
2000
这是我们感兴趣的地方
01:58
because the conscious and subconscious decision process
29
93000
4000
因为这是意识和潜意识做决定的一个过程
02:02
implies that the stuff that you do take with you and end up using
30
97000
3000
仔细想想如果你每天随身带的东西最后都派上了用场
02:05
has some kind of spiritual, emotional or functional value.
31
100000
3000
那么在精神上，感情上和功能上都有一定的价值
02:08
And to put it really bluntly, you know,
32
103000
3000
坦率的说
02:11
people are willing to pay for stuff that has value, right?
33
106000
3000
我们很舍得买一些有价值的东西 不是吗
02:15
So I've probably done about five years' research
34
110000
3000
所以关于这个我做了5年的调研
02:18
looking at what people carry.
35
113000
2000
观察人们到底随身带些什么
02:20
I go in people's bags. I look in people's pockets, purses.
36
115000
4000
我会翻别人的包，摸他们的口袋，还有皮夹
02:24
I go in their homes. And we do this worldwide,
37
119000
4000
我甚至会到世界各地拜访他们的家
02:28
and we follow them around town with video cameras.
38
123000
3000
然后带着摄像机和他们一起到城里转儿
02:31
It's kind of like stalking with permission.
39
126000
2000
这好像是经过批准的跟踪一样
02:33
And we do all this -- and to go back to the original question,
40
128000
4000
我们做这些只是为了找到问题的答案
02:37
what do people carry?
41
132000
2000
人们到底随身带些什么？
02:40
And it turns out that people carry a lot of stuff.
42
135000
2000
我们发现我们随身带很多东西
02:42
OK, that's fair enough.
43
137000
2000
这个没什么错
02:44
But if you ask people what the three most important things that they carry are --
44
139000
5000
但当你问及哪3样东西是你每天必须要带的话
02:49
across cultures and across gender and across contexts --
45
144000
4000
穿越文化，性别，上下文
02:53
most people will say keys, money
46
148000
3000
大多数人会说钥匙，钱
02:56
and, if they own one, a mobile phone.
47
151000
3000
手机，如果他们有的话
02:59
And I'm not saying this is a good thing, but this is a thing, right?
48
154000
3000
我没说这是个好东西，但是这是个东西是吧？
03:02
I mean, I couldn't take your phones off you if I wanted to.
49
157000
2000
我不能从你手中抢掉你的手机，扔掉
03:04
You'd probably kick me out, or something.
50
159000
4000
如果我那样做的话，你大概会打我一顿
03:09
OK, it might seem like an obvious thing
51
164000
3000
或者我这个举动有点太明显了
03:12
for someone who works for a mobile phone company to ask.
52
167000
2000
更不用说我是一个手机品牌的在职人员
03:14
But really, the question is, why? Right?
53
169000
2000
但是这是为什么呢
03:16
So why are these things so important in our lives?
54
171000
3000
为什么这些物品对我们那么重要呢
03:19
And it turns out, from our research, that it boils down to survival --
55
174000
4000
我们的调研表明，这些物品是可以拯救你生命的
03:23
survival for us and survival for our loved ones.
56
178000
4000
拯救我们自己和我们爱的人
03:27
So, keys provide an access to shelter and warmth --
57
182000
5000
我们需要一把开启自家大门的钥匙
03:32
transport as well, in the U.S. increasingly.
58
187000
2000
启动车，也需要钥匙。 在美国，这个数据在日益增长
03:35
Money is useful for buying food, sustenance,
59
190000
4000
钱为了生计可以买食物
03:39
among all its other uses.
60
194000
1000
当然它还有很多别的用途
03:40
And a mobile phone, it turns out, is a great recovery tool.
61
195000
5000
手机其实是一个恢复工具
03:46
If you prefer this kind of Maslow's hierarchy of needs,
62
201000
3000
如果你对马斯洛需求层次理论感兴趣的话
03:49
those three objects are very good at supporting
63
204000
3000
这3个物品都能给人很好的辅助
03:52
the lowest rungs in Maslow's hierarchy of needs.
64
207000
2000
但他们是马斯洛需求层次理论中排名最后的几位
03:55
Yes, they do a whole bunch of other stuff,
65
210000
2000
当然他们也有其他别的很多功能
03:57
but they're very good at this.
66
212000
2000
但是他们的辅助功能特别突出
03:59
And in particular, it's the mobile phone's ability
67
214000
4000
特别是对手机而言
04:03
to allow people to transcend space and time.
68
218000
3000
让人们能够超越空间与时间
04:06
And what I mean by that is, you know,
69
221000
2000
我的意思是
04:08
you can transcend space by simply making a voice call, right?
70
223000
4000
你可以通过打个电话来超越距离感
04:13
And you can transcend time by sending a message at your convenience,
71
228000
3000
或者你也可以根据你个人的情况而定发一个短消息打破时间的约束
04:16
and someone else can pick it up at their convenience.
72
231000
3000
接受者也可以在他们想看的时候再看
04:19
And this is fairly universally appreciated, it turns out,
73
234000
4000
大众都普遍偏爱这种交流方式
04:23
which is why we have three billion plus people who have been connected.
74
238000
3000
这也是为什么全球有30亿人用手机建立联系的原因
04:26
And they value that connectivity.
75
241000
2000
他们也为此链接增加了价值
04:28
But actually, you can do this kind of stuff with PCs.
76
243000
2000
其实，电脑也可以做这事儿
04:30
And you can do them with phone kiosks.
77
245000
3000
用电话亭也行
04:33
And the mobile phone, in addition, is both personal --
78
248000
4000
但是手机它的好处是它非常个性化
04:37
and so it also gives you a degree of privacy -- and it's convenient.
79
252000
3000
给你足够的隐私并且很方便
04:40
You don't need to ask permission from anyone,
80
255000
2000
你不用得到任何人的允许
04:42
you can just go ahead and do it, right?
81
257000
3000
你就直接一个电话过去了不是吗？
04:46
However, for these things to help us survive,
82
261000
4000
这些物品能否救我们的命
04:50
it depends on them being carried.
83
265000
2000
那还要看你是不是随身带了它们
04:52
But -- and it's a pretty big but -- we forget.
84
267000
4000
虽然重要，但是我们有时候会忘记
04:56
We're human, that's what we do. It's one of our features.
85
271000
3000
我们是人，我们会忘记事情，也算是我们自带功能的一种
04:59
I think, quite a nice feature.
86
274000
2000
我觉得这个功能挺好
05:01
So we forget, but we're also adaptable,
87
276000
5000
我们会忘记，但是我们适应力很强
05:06
and we adapt to situations around us pretty well.
88
281000
3000
适应周遭的各种情况
05:09
And so we have these strategies to remember,
89
284000
2000
当然还有一些方法需要铭记
05:11
and one of them was mentioned yesterday.
90
286000
2000
昨天还提到过一个
05:13
And it's, quite simply, the point of reflection.
91
288000
3000
比较简单， 反射效应
05:16
And that's that moment when you're walking out of a space,
92
291000
3000
当你要出门的时候
05:19
and you turn around, and quite often you tap your pockets.
93
294000
3000
你会转身摸一下自己的口袋
05:22
Even women who keep stuff in their bags tap their pockets.
94
297000
2000
就连那些把东西放在皮包的女性朋友们也会做同样的动作
05:24
And you turn around, and you look back into the space,
95
299000
3000
你会转身朝屋里看
05:27
and some people talk aloud.
96
302000
2000
有些人边看还边叫
05:29
And pretty much everyone does it at some point.
97
304000
2000
每个人时不时的都会这样
05:31
OK, the next thing is -- most of you, if you have a stable home life,
98
306000
5000
再有，大多数人都有一个比较稳定的生活
05:36
and what I mean is that you don't travel all the time, and always in hotels,
99
311000
3000
我指的是，他们不用全世界到处跑或总是呆在酒店里
05:39
but most people have what we call a center of gravity.
100
314000
3000
每个人都有一个放东西的地方我们称做“重点位置”
05:42
And a center of gravity is where you keep these objects.
101
317000
4000
这个“重心位置”是你专放这些物品的地方
05:46
And these things don't stay in the center of gravity,
102
321000
2000
刚开始他们可能不是放在那里的
05:48
but over time, they gravitate there.
103
323000
2000
但随着时间的推移，他们就在那里扎根了
05:50
It's where you expect to find stuff.
104
325000
2000
比如你要找某些东西的时候
05:52
And in fact, when you're turning around,
105
327000
1000
其实 当你转过身
05:53
and you're looking inside the house,
106
328000
2000
朝屋里看的时候
05:55
and you're looking for this stuff,
107
330000
2000
你就在找这些物品
05:57
this is where you look first, right?
108
332000
2000
这些会是你马上去找的地方不是吗
05:59
OK, so when we did this research,
109
334000
4000
所以我们做了调研
06:03
we found the absolutely, 100 percent, guaranteed way
110
338000
3000
我们找到了一种100%保证你
06:06
to never forget anything ever, ever again.
111
341000
3000
再也不会忘记东西的方法
06:09
And that is, quite simply, to have nothing to remember.
112
344000
5000
其实很简单，什么都不要记就可以了，就不会忘记了
06:14
(Laughter)
113
349000
1000
笑
06:16
OK, now, that sounds like something you get on a Chinese fortune cookie, right?
114
351000
3000
这听上去是不是有点好笑就是中国的幸运饼？
06:19
But is, in fact, about the art of delegation.
115
354000
4000
但其实这是一种分配工作的艺术
06:23
And from a design perspective,
116
358000
2000
从一个设计的角度来讲
06:25
it's about understanding what you can delegate to technology
117
360000
5000
关于自身对科技掌握的一种的理解
06:30
and what you can delegate to other people.
118
365000
3000
你能分配那些任务给其他人
06:33
And it turns out, delegation -- if you want it to be --
119
368000
2000
如果你愿意你就可以分配任务给其他人
06:35
can be the solution for pretty much everything,
120
370000
4000
这几乎是解决所有的事的方法
06:39
apart from things like bodily functions, going to the toilet.
121
374000
3000
除了生理的一些反应，比如去厕所
06:42
You can't ask someone to do that on your behalf.
122
377000
2000
别人不能替你做这些事
06:44
And apart from things like entertainment,
123
379000
3000
再有就是娱乐项目
06:47
you wouldn't pay for someone to go to the cinema for you and have fun on your behalf,
124
382000
3000
你不会叫个人替你去电影院看电影
06:50
or, at least, not yet.
125
385000
2000
至少目前还不会
06:52
Maybe sometime in the future, we will.
126
387000
3000
可能将来我们会这么做
06:55
So, let me give you an example of delegation in practice, right.
127
390000
4000
现在让我给你一个现实的分配任务的例子
06:59
So this is -- probably the thing I'm most passionate about
128
394000
3000
这是可能我最热衷做的事
07:02
is the research that we've been doing on illiteracy
129
397000
2000
一个我们对文盲的研究
07:04
and how people who are illiterate communicate.
130
399000
2000
他们是用什么来进行交流的
07:06
So, the U.N. estimated -- this is 2004 figures --
131
401000
4000
2004年U.N的统计数据表明
07:10
that there are almost 800 million people who can't read and write, worldwide.
132
405000
4000
全球有大约有8亿是文盲，不会读也不会写
07:14
So, we've been conducting a lot of research.
133
409000
4000
所以我们做了很多调查
07:18
And one of the things we were looking at is --
134
413000
3000
引起我们注意的是
07:21
if you can't read and write,
135
416000
2000
如果你不会读或写
07:23
if you want to communicate over distances,
136
418000
2000
但是你想通过距离来进行交流
07:25
you need to be able to identify the person
137
420000
3000
你必须具有能力识别
07:28
that you want to communicate with.
138
423000
2000
那个与你做交流的人
07:30
It could be a phone number, it could be an e-mail address,
139
425000
2000
可以是一个电话号码，或者电子邮箱的地址
07:32
it could be a postal address.
140
427000
1000
邮政地址
07:33
Simple question: if you can't read and write,
141
428000
2000
很简单的一个问题，如果你不能读或写
07:35
how do you manage your contact information?
142
430000
2000
你怎么搞定自己的联系方式呢？
07:37
And the fact is that millions of people do it.
143
432000
3000
事实证明很多人都可以应付的来
07:40
Just from a design perspective, we didn't really understand how they did it,
144
435000
4000
从设计的角度讲， 我们不能理解他们是怎么做到的
07:44
and so that's just one small example
145
439000
2000
这只是举个小小的例子
07:46
of the kind of research that we were doing.
146
441000
3000
我们是怎么做我们的调研的
07:49
And it turns out that illiterate people are masters of delegation.
147
444000
3000
其实文盲他们是委派任务的高手
07:52
So they delegate that part of the task process to other people,
148
447000
4000
他们把一个任务中的几个部分委派给其他人
07:56
the stuff that they can't do themselves.
149
451000
3000
那些他们自己做不了的事
07:59
Let me give you another example of delegation.
150
454000
2000
举个例子
08:01
This one's a little bit more sophisticated,
151
456000
2000
这个例子比较复杂
08:03
and this is from a study that we did in Uganda
152
458000
2000
这是我们在乌干达做的一个调查
08:05
about how people who are sharing devices, use those devices.
153
460000
4000
关于那里的人们共享并共用一个设备
08:09
Sente is a word in Uganda that means money.
154
464000
3000
Senta是乌干达的一个土话，意思是 钱
08:12
It has a second meaning, which is to send money as airtime. OK?
155
467000
5000
它还有一个意思就是把话费当钱寄回去
08:17
And it works like this.
156
472000
2000
是这样运作的
08:19
So let's say, June, you're in a village, rural village.
157
474000
3000
比如果，June你在一个边远的村庄
08:22
I'm in Kampala and I'm the wage earner.
158
477000
4000
我是在坎帕拉的一个工薪阶层
08:26
I'm sending money back, and it works like this.
159
481000
3000
我要寄钱回去
08:29
So, in your village, there's one person in the village with a phone,
160
484000
3000
在你的村庄有个人他有个手机
08:32
and that's the phone kiosk operator.
161
487000
1000
他是共用电话亭的接线员
08:33
And it's quite likely that they'd have a quite simple mobile phone as a phone kiosk.
162
488000
4000
在共用电话亭应该有一个标准功能的手机
08:37
So what I do is, I buy a prepaid card like this.
163
492000
5000
所以我会去买一个充值卡
08:42
And instead of using that money to top up my own phone,
164
497000
3000
我不把钱充在我自己的电话里
08:45
I call up the local village operator.
165
500000
2000
我打电话给你村子的接线员
08:47
And I read out that number to them, and they use it to top up their phone.
166
502000
4000
把充值卡上的密码告诉他，让他充到他的手机里
08:51
So, they're topping up the value from Kampala,
167
506000
2000
也就是说他从坎帕拉冲了值
08:53
and it's now being topped up in the village.
168
508000
3000
里面的金额冲到了你村庄一名手机用户的账户上
08:56
You take a 10 or 20 percent commission, and then you --
169
511000
3000
你拿10-20%的佣金
08:59
the kiosk operator takes 10 or 20 percent commission,
170
514000
3000
共用电话亭接线员扣掉10-20%的佣金
09:02
and passes the rest over to you in cash.
171
517000
4000
然后再把多下来的钱以现金的方式给你
09:06
OK, there's two things I like about this.
172
521000
2000
所以整个过程中有两点我特别喜欢
09:08
So the first is, it turns anyone who has access to a mobile phone --
173
523000
5000
第一，任何能接触到手机的人
09:13
anyone who has a mobile phone --
174
528000
2000
或拥有手机的人
09:15
essentially into an ATM machine.
175
530000
2000
其实就是个自动取款机
09:17
It brings rudimentary banking services to places
176
532000
3000
这带动了这个地方最根本的银行服务
09:20
where there's no banking infrastructure.
177
535000
2000
虽然没有银行业的基础设施
09:22
And even if they could have access to the banking infrastructure,
178
537000
3000
即使他们可以有机会接触到银行
09:25
they wouldn't necessarily be considered viable customers,
179
540000
3000
银行也不会把他们视为有价值的用户
09:28
because they're not wealthy enough to have bank accounts.
180
543000
3000
因为他们还不具备拥有银行账户的资格
09:31
There's a second thing I like about this.
181
546000
3000
第二点我喜欢的地方
09:34
And that is that despite all the resources at my disposal,
182
549000
4000
抛开我多年调研经验
09:38
and despite all our kind of apparent sophistication,
183
553000
2000
和我们对事物的审美观
09:40
I know I could never have designed something as elegant
184
555000
4000
我无法设计与此一样优雅
09:44
and as totally in tune with the local conditions as this. OK?
185
559000
5000
并与当地的实际情况完全相符的一个系统
09:49
And, yes, there are things like Grameen Bank and micro-lending.
186
564000
3000
是的，我们还有格莱珉银行和小金额贷款
09:52
But the difference between this and that
187
567000
2000
他们的区别是
09:54
is, there's no central authority trying to control this.
188
569000
4000
这个系统是没有权威机构的束缚
09:58
This is just street-up innovation.
189
573000
3000
完全是街头的创新
10:03
So, it turns out the street is a never-ending source of
190
578000
3000
所以 大街小巷永远是个
10:06
inspiration for us.
191
581000
2000
灵感的源头
10:08
And OK, if you break one of these things here, you return it to the carrier.
192
583000
4000
如果弄坏这个东西，你归还给出售者
10:12
They'll give you a new one.
193
587000
1000
他们会给你一个新的
10:13
They'll probably give you three new ones, right?
194
588000
2000
他们应该会给你3个新的不是吗？
10:15
I mean, that's buy three, get one free. That kind of thing.
195
590000
3000
不是买三送一吗
10:18
If you go on the streets of India and China, you see this kind of stuff.
196
593000
4000
如果你到印度或中国的街头 ，你会看到诸如此类的生意
10:22
And this is where they take the stuff that breaks,
197
597000
2000
他们回收损坏的东西
10:24
and they fix it, and they put it back into circulation.
198
599000
4000
然后修理后再循环出售
10:30
This is from a workbench in Jilin City, in China,
199
605000
4000
在中国吉林的一个修理铺
10:34
and you can see people taking down a phone
200
609000
2000
你可以看到他们把一个手机拆开
10:36
and putting it back together.
201
611000
2000
然后再组装起来
10:38
They reverse-engineer manuals.
202
613000
3000
用手工破解这些手机的系统
10:41
This is a kind of hacker's manual,
203
616000
3000
这是一种黑客的破解方法
10:44
and it's written in Chinese and English.
204
619000
2000
被印制成中文和英文
10:46
They also write them in Hindi.
205
621000
2000
甚至北印度语
10:48
You can subscribe to these.
206
623000
2000
你也可以订购一份
10:51
There are training institutes where they're churning out people
207
626000
3000
他们还设立专门的培训班机构，一窝蜂的培训人
10:54
for fixing these things as well.
208
629000
3000
怎么修理机子
10:57
But what I like about this is,
209
632000
3000
我比较欣赏其中的这点
11:00
it boils down to someone on the street with a small, flat surface,
210
635000
6000
最后这个生意在街边一个很小很矮的店铺落脚
11:06
a screwdriver, a toothbrush for cleaning the contact heads --
211
641000
4000
一把螺丝刀，一把牙刷用来清理话筒部位
11:10
because they often get dust on the contact heads -- and knowledge.
212
645000
4000
因为话筒总是粘灰比较多的地方
11:14
And it's all about the social network of the knowledge, floating around.
213
649000
4000
这个是关于怎样传播这种知识，让它在整个社区传播
11:18
And I like this because it challenges the way that we design stuff,
214
653000
4000
我喜欢这点的原因是因为这是对我们产品设计的一种挑战
11:22
and build stuff, and potentially distribute stuff.
215
657000
2000
和制造产品与潜在产品投放点的挑战
11:24
It challenges the norms.
216
659000
2000
也是对标准规格的一种挑战
11:27
OK, for me the street just raises so many different questions.
217
662000
6000
对我来说，大街小巷会出现层出不穷的问题
11:33
Like, this is Viagra that I bought from a backstreet sex shop in China.
218
668000
6000
比如，我在中国的小巷中的一个性保健店买了这瓶伟哥
11:39
And China is a country where you get a lot of fakes.
219
674000
3000
在中国，你可以买到不少假货
11:42
And I know what you're asking -- did I test it?
220
677000
2000
我知道你会问，难道你自己试用过了
11:44
I'm not going to answer that, OK.
221
679000
2000
我不会回答你这个问题好吧
11:46
But I look at something like this, and I consider the implications
222
681000
4000
我从另一个角度来观察，我觉得这个一个关于
11:50
of trust and confidence in the purchase process.
223
685000
3000
购买过程中信任与自信的一条线索
11:53
And we look at this and we think, well, how does that apply,
224
688000
2000
我们怎样把它运用到生活中呢
11:55
for example, for the design of -- the lessons from this --
225
690000
3000
比如说， 做一个构想--从中我们学到的
11:58
apply to the design of online services, future services in these markets?
226
693000
7000
怎样在这些市场策划线上服务与今后的新增服务
12:05
This is a pair of underpants from --
227
700000
4000
这是一条
12:09
(Laughter) --
228
704000
2000
笑
12:11
from Tibet.
229
706000
2000
从西藏买来的内裤
12:13
And I look at something like this, and honestly, you know,
230
708000
3000
我看着它，自问
12:16
why would someone design underpants with a pocket, right?
231
711000
3000
为什么有人会在内裤上做个口袋？
12:19
And I look at something like this and it makes me question,
232
714000
3000
这个让我深思
12:22
if we were to take all the functionality in things like this,
233
717000
4000
如果我们考虑把这个东西的所有功能
12:26
and redistribute them around the body
234
721000
1000
分布到我们身体的各个部位
12:27
in some kind of personal area network,
235
722000
2000
就好象是身体各个部位的联络网
12:29
how would we prioritize where to put stuff?
236
724000
2000
那我们怎么决定那个口袋放什么呢？
12:31
And yes, this is quite trivial, but actually the lessons from this can apply to that
237
726000
4000
是，这看上去是有些繁琐，但这个可以联系到
12:35
kind of personal area networks.
238
730000
3000
身体各个部位的联络网
12:38
And what you see here is a couple of phone numbers
239
733000
3000
你们看到的是几个电话号码
12:41
written above the shack in rural Uganda.
240
736000
3000
在边缘乌干达门框上写着的电话号码
12:44
This doesn't have house numbers. This has phone numbers.
241
739000
5000
这些不是门牌而是电话号码
12:49
So what does it mean when people's identity is mobile?
242
744000
6000
难道别人用手机来辨认谁是谁？
12:55
When those extra three billion people's identity is mobile, it isn't fixed?
243
750000
5000
难道3亿人真的用手机号码来认人吗
13:00
Your notion of identity is out-of-date already, OK,
244
755000
4000
那你对认人的概念也太落伍了
13:04
for those extra three billion people.
245
759000
3000
对这额外的3亿人来说
13:07
This is how it's shifting.
246
762000
2000
这就是演变的过程
13:09
And then I go to this picture here, which is the one that I started with.
247
764000
5000
再来看一些照片，我拍的第一张照片
13:14
And this is from Delhi.
248
769000
3000
这是是印度的德里
13:17
It's from a study we did into illiteracy,
249
772000
2000
我们在那里做了对文盲的调研
13:20
and it's a guy in a teashop.
250
775000
2000
这是个茶店里的伙计
13:22
You can see the chai being poured in the background.
251
777000
2000
你可以从后面看到他已经倒好的茶
13:24
And he's a, you know, incredibly poor teashop worker,
252
779000
4000
他是这个极其贫穷的茶点力的一个伙计
13:28
on the lowest rungs in the society.
253
783000
2000
生活在社会最底层
13:30
And he, somehow, has the appreciation
254
785000
4000
但他对
13:34
of the values of Livestrong.
255
789000
2000
耐克的LiveStrong手环的价值有着独特的钟爱
13:36
And it's not necessarily the same values,
256
791000
2000
这不是我们所说的金钱价值
13:38
but some kind of values of Livestrong,
257
793000
2000
而是这个手环所代表的意义的价值
13:40
to actually go out and purchase them,
258
795000
3000
所以他去购买这些手环
13:43
and actually display them.
259
798000
2000
并展示他们
13:45
For me, this kind of personifies this connected world,
260
800000
2000
对我来说这样的人格魅力可以带动整个世界
13:47
where everything is intertwined, and the dots are --
261
802000
4000
每样事物都交错在一起，个体
13:51
it's all about the dots joining together.
262
806000
3000
个体与个体联系到一起
13:54
OK, the title of this presentation is "Connections and Consequences,"
263
809000
3000
这个演讲的标题为 “联系与结论”
13:58
and it's really a kind of summary of five years of trying to figure out
264
813000
5000
这是我五年探索工作的总结
14:03
what it's going to be like when everyone on the planet
265
818000
3000
关于在这个星球上生存的每一个人
14:06
has the ability to transcend space and time
266
821000
3000
都有能力来穿越空间与时间
14:09
in a personal and convenient manner, right?
267
824000
3000
在一个私人与便捷的方式下 不是吗
14:12
When everyone's connected.
268
827000
2000
当每个人都被联系到一起
14:14
And there are four things.
269
829000
4000
其中有四个元素
14:18
So, the first thing is the immediacy of ideas,
270
833000
2000
第一是构想的直观性
14:20
the speed at which ideas go around.
271
835000
3000
构想酝酿的速度
14:23
And I know TED is about big ideas,
272
838000
2000
我知道TED以出大构想为名
14:25
but actually, the benchmark for a big idea is changing.
273
840000
5000
但是大构想的基准正在改变
14:30
If you want a big idea, you need to embrace everyone on the planet,
274
845000
4000
如果你想要出大构想，你必须先接受这个星球上的每一个人
14:34
that's the first thing.
275
849000
2000
这个是第一步
14:36
The second thing is the immediacy of objects.
276
851000
3000
第二是目标的直观性
14:39
And what I mean by that is, as these become smaller,
277
854000
4000
当这些东西变的越来越小
14:43
as the functionality that you can access through this becomes greater --
278
858000
4000
他们的功能却越来越强大
14:47
things like banking, identity --
279
862000
2000
比如银行业，身份认证
14:49
these things quite simply move very quickly around the world.
280
864000
5000
这些元素顺其自然的在全球传播的很快
14:54
And so the speed of the adoption of things
281
869000
2000
所以对事物的接受速度
14:56
is just going to become that much more rapid,
282
871000
2000
也将变的越来越快
14:58
in a way that we just totally cannot conceive,
283
873000
3000
我们无法用语言来表达
15:01
when you get it to 6.3 billion
284
876000
2000
当全世界有63亿人的时候
15:03
and the growth in the world's population.
285
878000
2000
全球的人口在增长
15:06
The next thing is that, however we design this stuff --
286
881000
4000
无论我们怎样想方设法设计这东西
15:10
carefully design this stuff --
287
885000
1000
非常小心谨慎的设计这东西
15:11
the street will take it, and will figure out ways to innovate,
288
886000
3000
在街头混的小子们会把它弄个明白再做出新的创新
15:14
as long as it meets base needs --
289
889000
3000
只要能与他们基本需求温和
15:17
the ability to transcend space and time, for example.
290
892000
2000
举个例子，拥有穿越时间与空间的本领
15:20
And it will innovate in ways that we cannot anticipate.
291
895000
4000
他们会做我们根本无法预期的不同创新
15:25
In ways that, despite our resources, they can do it better than us.
292
900000
3000
他们甚至能比我们做的更好
15:28
That's my feeling.
293
903000
2000
至少我是这样认为的
15:30
And if we're smart, we'll look at this stuff that's going on,
294
905000
4000
如果我们够聪明的话，我们会关注这些东西的发展趋势
15:34
and we'll figure out a way to enable it to inform and infuse
295
909000
5000
我们会找到一种方法来使其发扬光大
15:39
both what we design and how we design.
296
914000
3000
关于设计和怎样设计
15:42
And the last thing is that -- actually, the direction of the conversation.
297
917000
7000
最后一点， 就是这次谈论的重点
15:49
With another three billion people connected,
298
924000
5000
当3亿人被联系到了一起
15:54
they want to be part of the conversation.
299
929000
2000
他们也希望参与交流
15:56
And I think our relevance and TED's relevance
300
931000
5000
我认为我们和TED的主旨
16:01
is really about embracing that and learning how to listen, essentially.
301
936000
6000
最根本是接受并学习怎么去聆听
16:07
And we need to learn how to listen.
302
942000
1000
我们需要学习怎么聆听
16:08
So thank you very, very much.
303
943000
2000
所以非常非常感谢你们今天的参与
16:10
(Applause)
304
945000
1000
鼓掌
ABOUT THE SPEAKER
Jan Chipchase - User anthropologistAs Executive Creative Director of global insights for frog design, Jan Chipchase travels around the world and inside our pockets in search of behavioral patterns that will inform the design of products we don't even know we want. Yet.
Why you should listen
Jan Chipcase can guess what's inside your bag and knows all about the secret contents of your refrigerator. It isn't a second sight or a carnival trick; he knows about the ways we think and act because he's spent years studying our behavioral patterns. He's traveled from country to country to learn everything he can about what makes us tick, from our relationship to our phones (hint: it's deep, and it's real) to where we stow our keys each night. He oversees the creative direction of frog design , an innovation firm that advises the design products for Microsoft Office, Nike, UNICEF, GE, Sephora, Gatorade and Alitalia.
Before moving to frog design, Jan's discoveries and insights helped to inspire the development of the next generations of phones and services at Nokia. As he put it, if he does his job right, you should be seeing the results of his research hitting the streets and airwaves within the next 3 to 15 years.
Jan Chipchase | Speaker | TED.com