TED2016
Travis Kalanick: Uber's plan to get more people into fewer cars
崔维斯．卡兰尼克: Uber的下一个计划：用更少的车搭载更多的人
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Uber刚创立时并没有抱着多伟大的雄心壮志想要减少塞车及污染。但当公司开始快速腾飞时，共同创办人崔维斯．卡兰尼克（Travis Kalanick）在想，是否有一个方式可以让人们利用Uber的同时，沿路上能够通过拼车来减少花费与碳排放。答案是：公司的共乘服务uberPOOL，在洛杉矶前８个月的营运，减少了790万英里的车程，还减少了1400吨的二氧化碳排放。现在，卡兰尼克说，汽车共乘也可以在郊区为乘客服务。他说：“运用我们口袋里的科技以及一些人性的法规，我们可以把每一辆车都变成共乘车，从今天就可以开始拯救我们的城市。”
Travis Kalanick - Entrepreneur
As Uber's co-founder and former CEO, Travis Kalanick is disrupting an entrenched industry and reinventing urban transportation. Full bio
As Uber's co-founder and former CEO, Travis Kalanick is disrupting an entrenched industry and reinventing urban transportation. Full bio
Double-click the English transcript below to play the video.
00:12
Today I wanted to --
well, this morning --
well, this morning --
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今天早上，
00:15
I want to talk about the future
of human-driven transportation;
of human-driven transportation;
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我想谈一谈人力运输的未来；
有关于我们如何通过
用更少的车搭载更多乘客的方式
用更少的车搭载更多乘客的方式
00:21
about how we can cut congestion,
pollution and parking
pollution and parking
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00:27
by getting more people into fewer cars;
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来解决塞车，污染和停车的问题；
00:31
and how we can do it
with the technology that's in our pockets.
with the technology that's in our pockets.
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以及如何运用
我们口袋里的科技来实现这个目标。
我们口袋里的科技来实现这个目标。
00:37
And yes, I'm talking about smartphones ...
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没错，我谈的是智能手机...
不是自动驾驶车。
00:40
not self-driving cars.
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00:43
But to get started we've got
to go back over 100 years.
to go back over 100 years.
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不过在开始（这个话题）之前，
我们先把目光移回到100年前。
我们先把目光移回到100年前。
00:48
Because it turns out
there was an Uber way before Uber.
there was an Uber way before Uber.
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其实在 Uber 之前
就已经有一个“Uber”了。
就已经有一个“Uber”了。
如果它一直存在，
00:55
And if it had survived,
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00:57
the future of transportation
would probably already be here.
would probably already be here.
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那未来的交通运输方式
现在可能已经出现了。
现在可能已经出现了。
01:03
So let me introduce you to the jitney.
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让我向各位介绍 jitney。
它是在1914年由一位叫
LP德雷珀的人所创造或发明的。
LP德雷珀的人所创造或发明的。
01:06
In 1914 it was created or invented
by a guy named LP Draper.
by a guy named LP Draper.
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01:12
He was a car salesman from LA,
and he had an idea.
and he had an idea.
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他是一位来自洛杉矶的
汽车销售员，他有一个点子。
汽车销售员，他有一个点子。
他当时在我的家乡，
01:16
Well, he was cruising around
downtown Los Angeles,
downtown Los Angeles,
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洛杉矶市中心兜风时，
01:18
my hometown,
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01:20
and he saw trolleys
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看到电车旁
01:21
with long lines of people trying
to get to where they wanted to go.
to get to where they wanted to go.
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排了很长的队伍，大家正准备排队上车。
01:26
He said, well, why don't
I just put a sign on my car
I just put a sign on my car
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他就想，为何我不在我的车上
放个牌子招呼大家，
放个牌子招呼大家，
让大家只要花5分钱
（jitney是五分钱的俚语）
（jitney是五分钱的俚语）
01:29
that takes people wherever
they want to go for a jitney --
they want to go for a jitney --
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01:32
that was slang for a nickel.
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就能去他们想去的地方呢？
01:34
And so people jumped on board,
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于是人们开始跳上车，
01:37
and not just in Los Angeles
but across the country.
but across the country.
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而且不只洛杉矶，
全国都开展了这项服务。
全国都开展了这项服务。
才仅仅过了1年，
01:40
And within one year,
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也就是1915年，
01:41
by 1915,
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01:44
there were 50,000
rides per day in Seattle,
rides per day in Seattle,
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在西雅图每天就有5万人次乘坐jitney，
01:47
45,000 rides per day in Kansas
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在堪萨斯每天有4.5万，
01:51
and 150,000 rides per day in Los Angeles.
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在洛杉矶则有15万人次。
01:54
To give you some perspective,
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给各位补充一些概念，
100年后的今天，
01:57
Uber in Los Angeles
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01:59
is doing 157,000 rides per day, today ...
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洛杉矶的 Uber 每天有
02:05
100 years later.
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15.7万人次搭车。
02:09
And so these are the trolley guys,
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所以，当时这些电车司机，
02:11
the existing transportation
monopoly at the time.
monopoly at the time.
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也是当时交通的垄断巨头。
他们对 jitney 巨大的成功
感到非常的不爽。
感到非常的不爽。
02:14
They were clearly not happy
about the jitney juggernaut.
about the jitney juggernaut.
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所以他们在全国
02:18
And so they got to work
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各大城市穿梭游说，
02:20
and they went to cities across the country
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联合起来制定针对 jitney 的各种规则，
来拖慢 jitney 的发展速度。
来拖慢 jitney 的发展速度。
02:23
and got regulations put in place
to slow down the growth of the jitney.
to slow down the growth of the jitney.
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各式各样的法规五花八门。
02:28
And there were all kinds of regulations.
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营业执照——通常都很贵。
02:31
There were licenses --
often they were pricey.
often they were pricey.
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在一些城市里，
02:33
In some cities,
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如果你是个 jitney 司机，
02:34
if you were a jitney driver,
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你会被要求一天16个小时都得在
车里才能运营 jitney 。
车里才能运营 jitney 。
02:36
you were required to be
in the jitney for 16 hours a day.
in the jitney for 16 hours a day.
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02:40
In other cities,
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在另一些城市里，
他们要求两个 jitney 司机使用一辆车。
02:42
they required two jitney
drivers for one jitney.
drivers for one jitney.
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但有一条法规很搞笑，
02:45
But there was a really
interesting regulation
interesting regulation
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每一台 jitney 的后座上必须按上灯，
02:48
which was they had to
put a backseat light --
put a backseat light --
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因为他们想要阻止
02:51
install it in every Jitney --
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“后座拥吻”这一伤风败俗的“新发明”。
02:53
to stop a new pernicious innovation
which they called spooning.
which they called spooning.
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（笑声）
02:57
(Laughter)
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好的，那么后来发生了什么呢？
02:59
All right. So what happened?
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一年当中 jitney 发展非常迅猛，
03:01
Well, within a year
this thing had taken off.
this thing had taken off.
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但在到了1919年， jitney 被立法完全禁止。
03:04
But the jitney, by 1919, was regulated
completely out of existence.
completely out of existence.
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真的很可惜...
03:10
That's unfortunate ...
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03:13
because, well, when you can't share a car,
then you have to own one.
then you have to own one.
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因为当你不能找人拼车的时候，
你就必须自己去买一辆。
你就必须自己去买一辆。
所以也难怪
03:17
And car ownership skyrocketed
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03:19
and it's no wonder that by 2007,
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私家车行业开始蓬勃发展，到了2007年，
美国平均每个男人，女人，
小孩都拥有一辆车。
小孩都拥有一辆车。
03:23
there was a car for every man,
woman and child in the United States.
woman and child in the United States.
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而这个现象席卷了全球。
03:27
And that phenomenon had gone global.
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03:30
In China by 2011,
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在中国，到2011年为止，
当时的汽车销售数量
已经超越美国。
已经超越美国。
03:33
there were more car sales
happening in China than in the US.
happening in China than in the US.
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当然，大量的私家车
导致了公众要付出高昂的代价。
导致了公众要付出高昂的代价。
03:37
Now, all this private ownership
of course had a public cost.
of course had a public cost.
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在美国，我们每年都会在
03:41
In the US, we spend
7 billion hours a year,
7 billion hours a year,
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交通拥堵上浪费70亿个小时，
03:46
wasted, sitting in traffic.
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间接导致了160亿美元的损失，
03:48
160 billion dollars in lost productivity,
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03:52
of course also sitting in traffic,
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当然，当你坐在车里，
03:54
and one-fifth of all
of our carbon footprint
of our carbon footprint
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有五分之一的碳排放，
是我们在塞车时释放到空气中的。
03:57
is spewed out in the air
by those cars that we're sitting in.
by those cars that we're sitting in.
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这也只是占我们所有问题的4%而已，
04:02
Now, that's only four percent
of our problem though.
of our problem though.
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因为，如果你必须拥有一台车，
04:05
Because if you have to own a car
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那就表示有96％的时间，
你的车是静止不动的。
你的车是静止不动的。
04:07
then that means 96 percent of the time
your car is sitting idle.
your car is sitting idle.
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而且有将近30％的土地
及我们居住的空间
及我们居住的空间
04:11
And so, up to 30 percent
of our land and our space
of our land and our space
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要用来存放这些大铁怪。
04:15
is used storing these hunks of steel.
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我们甚至已经有了
为这些车盖的摩天大厦。
为这些车盖的摩天大厦。
04:18
We even have skyscrapers built for cars.
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这就是我们当今居住的世界。
04:23
That's the world we live in today.
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04:27
Now, cities have been dealing
with this problem for decades.
with this problem for decades.
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城市已经为解决这些问题
尝试了好几十年。
尝试了好几十年。
叫做大众运输。
04:31
It's called mass transit.
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但是即使是像纽约这样的城市，
04:33
And even in a city like New York City,
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这样一个在全世界拥有
04:35
one of the most densely
populated in the world
populated in the world
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04:37
and one of the most sophisticated
mass transit systems in the world,
mass transit systems in the world,
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最密集的人口和最复杂的
公共交通的城市，
公共交通的城市，
每天仍有250万辆车要经过那些桥。
04:41
there are still 2.5 million cars
that go over those bridges every day.
that go over those bridges every day.
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为什么会这样？
04:48
Why is that?
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04:50
Well, it's because mass transit
hasn't yet figured out
hasn't yet figured out
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因为大众运输还搞不清楚，
如何把每个人载到家门口。
04:55
how to get to everybody's doorstep.
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回到我住的地方，旧金山
04:58
And so back in San Francisco,
where I live,
where I live,
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状况更糟糕，
05:01
the situation's much worse,
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事实上，比全世界其它地方还要糟。
05:02
in fact, much worse around the world.
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Uber 在刚起步的2010年——
05:06
And so the beginning
of Uber in 2010 was --
of Uber in 2010 was --
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我们只是实现“一键叫车”。
05:09
well, we just wanted
to push a button and get a ride.
to push a button and get a ride.
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我们还没有任何远大的野心。
05:12
We didn't have any grand ambitions.
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不过当非常多的人
05:14
But it just turned out
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05:15
that lots of people wanted
to push a button and get a ride,
to push a button and get a ride,
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想要使用“一键叫车”时，
我们后来发现这些路线中
有很多是重复的。
有很多是重复的。
05:18
and ultimately what we started to see
was a lot of duplicate rides.
was a lot of duplicate rides.
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我们发现有很多人
05:24
We saw a lot of people
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在同一时刻叫车，
05:26
pushing the same button at the same time
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要去的几乎是同一个地方。
05:29
going essentially to the same place.
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所以我们开始设想，
05:31
And so we started thinking about,
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要如何把两条相近的线路合并成一条。
05:33
well, how do we make those two trips
and turn them into one.
and turn them into one.
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因为如果我们这样做的话，
那出车的成本会大大降低
那出车的成本会大大降低
05:37
Because if we did,
that ride would be a lot cheaper --
that ride would be a lot cheaper --
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——最高能降一半——
05:41
up to 50 percent cheaper --
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这样一来，
05:43
and of course for the city
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城市里就会有更少的车
搭载更多的人。
搭载更多的人。
05:44
you've got a lot more people
and a lot fewer cars.
and a lot fewer cars.
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那么摆在我们面前最大的问题就是：
05:47
And so the big question for us was:
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这可行吗？
05:49
would it work?
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能够让打车费足够便宜到
05:51
Could you have a cheaper ride
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使人们愿意共乘吗？
05:54
cheap enough that people
would be willing to share it?
would be willing to share it?
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很幸运，答案是“响当当”的是。
05:58
And the answer, fortunately,
is a resounding yes.
is a resounding yes.
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06:02
In San Francisco,
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在旧金山，
在我们推出 UberPOOL 之前——
06:03
before uberPOOL, we had --
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06:06
well, everybody would take their car
wherever the heck they wanted.
wherever the heck they wanted.
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不管想去什么地方，
每个人都想开自己的车。
每个人都想开自己的车。
图上明亮的区域就是车流量最大的地方。
06:09
And the bright colors
is where we have the most cars.
is where we have the most cars.
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在我们推出 UberPOOL 之后，
06:12
And once we introduced uberPOOL,
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你会发现明亮的部分大大减少。
06:15
well, you see there's not
as many bright colors.
as many bright colors.
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06:18
More people getting around
the city in fewer cars,
the city in fewer cars,
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这说明更多的人们乘坐了更少的车，
减少了路上的车流量。
06:22
taking cars off the road.
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06:24
It looks like uberPOOL is working.
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看起来 uberPOOL 效果不错。
06:27
And so we rolled it out in Los Angeles
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所以八个月前我们也把它
推广到了洛杉矶。
06:30
eight months ago.
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从那时起，我们至今总共减少了
790万英里的总行驶里程，
790万英里的总行驶里程，
06:32
And since then, we've taken
7.9 million miles off the roads
7.9 million miles off the roads
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也减少了1400吨的二氧化碳排放。
06:38
and we've taken 1.4 thousand
metric tons of CO2 out of the air.
metric tons of CO2 out of the air.
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但我最在意的地方是——
06:45
But the part that I'm really --
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（掌声）
06:47
(Applause)
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06:51
But my favorite statistic --
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不过我最喜欢的统计数据是——
别忘了，我来自洛杉矶，
06:54
remember, I'm from LA,
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我一生中花了不少时间
06:55
I spent years of my life
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坐在拥挤的车潮中思考，
“我们要如何解决这个问题？” ——
“我们要如何解决这个问题？” ——
06:56
sitting behind the wheel,
going, "How do we fix this?" --
going, "How do we fix this?" --
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06:59
my favorite part
is that eight months later,
is that eight months later,
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——我最喜欢的部分是8个月后，
07:03
we have added 100,000 new people
that are carpooling every week.
that are carpooling every week.
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我们每周都有10万新人来拼车。
在中国，所有数字都无比庞大。
07:10
Now, in China everything is supersized,
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07:13
and so we're doing 15 million
uberPOOL trips per month,
uberPOOL trips per month,
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我们每个月有1500万人次
使用uberPOOL，
使用uberPOOL，
每天差不多50万。
07:18
that's 500,000 per day.
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我们见证了这种指数增长。
07:20
And of course we're seeing
that exponential growth happen.
that exponential growth happen.
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实际上，这和我们在洛杉矶
见到的情况差不多。
见到的情况差不多。
07:23
In fact, we're seeing it in LA, too.
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我们的团队讨论时从来不会说，
07:25
And when I talk to my team,
we don't talk about,
we don't talk about,
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“嘿，我们每周已经有10万人参与拼车了，
目标完成了。”
目标完成了。”
07:27
"Hey, well, 100,000 people
carpooling every week and we're done."
carpooling every week and we're done."
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而是，我们该怎么样达到百万？
07:34
How do we get that to a million?
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07:36
And in China, well,
that could be several million.
that could be several million.
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实际上在中国，可能有几百万人次的潜力。
07:39
And so uberPOOL is a very great
solution for urban carpooling.
solution for urban carpooling.
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所以，UberPOOL是解决城市内部
拼车问题的很好方案。
拼车问题的很好方案。
但是对于郊区是否同样适用呢？
07:45
But what about the suburbs?
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这条街，是我在洛杉矶长大的街道，
07:47
This is the street
where I grew up in Los Angeles,
where I grew up in Los Angeles,
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是加州典型的郊区，叫做Northridge。
07:50
it's actually a suburb
called Northridge, California,
called Northridge, California,
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而...
07:52
and, well --
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看看这些邮箱，顺着街道绵延不绝。
07:54
look, those mailboxes,
they kind of just go on forever.
they kind of just go on forever.
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每天早上差不多同一时刻，
07:58
And every morning at about the same time,
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08:01
cars roll of out their driveway,
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车子从他们的车道开出来，
08:03
most of them, one person in the car,
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但他们大部分车子里只有一个人，
然后开车去工作的地方。
08:07
and they go to work,
they go to their place of work.
they go to their place of work.
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所以我们的问题是：
08:11
So the question for us is:
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08:12
well, how do we turn
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我们要如何把
所有这些通勤车——
08:15
all of these commuter cars --
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08:17
and literally there's
tens of millions of them --
tens of millions of them --
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不夸张地说，差不多好几千万台——
08:21
how do we turn all these
commuter cars into shared cars?
commuter cars into shared cars?
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我们要如何把这些通勤车转换成共乘车？
08:25
Well, we have something for this that we
recently launched called uberCOMMUTE.
recently launched called uberCOMMUTE.
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为了解决这个问题，我们最近设计了一个叫UberCOMMUTE的产品。
08:29
You get up in the morning,
get ready for work, get your coffee,
get ready for work, get your coffee,
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当你早上起来，准备去上班，喝完一杯咖啡，
走向你的车，
08:32
go to your car
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只要打开 Uber APP，
08:33
and you light up the Uber app,
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一眨眼的功夫，
08:35
and all of a sudden,
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你就成为了一名Uber司机。
08:37
you become an Uber driver.
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我们会为你自动匹配和你有着
08:40
And we'll match you up
with one of your neighbors
with one of your neighbors
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同样上班路线的邻居们，
08:42
on your way to work
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08:44
and it's a really great thing.
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这件事还真是不错。
现在只有一个障碍要克服...
08:47
There's just one hitch ...
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08:50
it's called regulation.
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它叫做法规。
08:52
So 54 cents a mile, what is that?
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每英里54美分，这是什么？
这是美国政府定义的
08:54
Well, that is what the US government
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拥有一辆车每英里的成本。
08:56
has determined that the cost
of owning a car is per mile.
of owning a car is per mile.
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在美国，任何人提前预约，
09:01
You can pick up anybody
in the United States
in the United States
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09:04
and take them wherever they want to go
at a moment's notice,
at a moment's notice,
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你就可以载他们到任何他们想去的地方，
但你只能收取每英里54美分。
09:08
for 54 cents a mile or less.
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09:10
But if you charge 60 cents a mile,
you're a criminal.
you're a criminal.
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但如果你每英里收费
超过60美分，你就犯法了。
超过60美分，你就犯法了。
但如果每英里60美分，
09:14
But what if for 60 cents a mile
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我们就可以吸引超过50万人
在洛杉矶加入共乘制度呢？
在洛杉矶加入共乘制度呢？
09:17
we could get half a million more people
carpooling in Los Angeles?
carpooling in Los Angeles?
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或如果每英里60美分，
09:21
And what if at 60 cents a mile
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09:24
we could get 50 million people
carpooling in the United States?
carpooling in the United States?
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我们可以吸引超过5000万人
在美国加入共乘制度呢？
在美国加入共乘制度呢？
如果我们可以的话，
09:28
If we could,
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09:30
it's obviously something we should do.
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这很明显是我们应该做的。
所以，这带我们回到了jitney的教训。
09:33
And so it goes back
to the lesson of the jitney.
to the lesson of the jitney.
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09:36
If by 1915 this thing was taking off,
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如果在1915年这个生意刚起步时，
想像一下，没有这些规定的束缚，
09:40
imagine without
the regulations that happened,
the regulations that happened,
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如果jitney可以一直发展下去，会如何呢？
09:43
if that thing could just keep going.
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09:46
How would our cities be different today?
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今日的城市会有多大的不同？
我们现在的停车场是否就能变成公园？
09:49
Would we have parks
in the place of parking lots?
in the place of parking lots?
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是的，我们已经错过了这次机会。
09:52
Well, we lost that chance.
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但是科技为我们提供了一次新的机会。
09:54
But technology has given us
another opportunity.
another opportunity.
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现在，我和其他人一样，
对自动驾驶感到十分的兴奋。
对自动驾驶感到十分的兴奋。
09:57
Now, I'm as excited as anybody else
about self-driving cars
about self-driving cars
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但我们真的必须再等
5年，10年，甚至20年
5年，10年，甚至20年
10:02
but do we have to really wait
five, 10 or even 20 years
five, 10 or even 20 years
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才能打造一座新城市吗？
10:07
to make our new cities a reality?
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通过我们口袋里的科技，
10:11
With the technology in our pockets today,
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和多一点点人性化的法规，
10:14
and a little smart regulation,
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10:16
we can turn every car into a shared car,
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我们就可以把每辆车变成共乘车，
而且从今天就可以开始
拯救我们的城市。
拯救我们的城市。
10:21
and we can reclaim our cities
starting today.
starting today.
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10:25
Thank you.
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谢谢各位！
（掌声）
10:26
(Applause)
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10:35
Chris Anderson: Travis, thank you.
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Chris Anderson（CA）：
Travis, 谢谢你。
Travis, 谢谢你。
Travis Kalanick（TK）：谢谢你。
10:37
Travis Kalanick: Thank you.
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CA：我觉得你的公司确实很了不起。
10:38
CA: You know -- I mean the company
you've built is absolutely astounding.
you've built is absolutely astounding.
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刚刚你谈论了其中一个很小的部分——
10:43
You only just talked
about a small part of it here --
about a small part of it here --
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——也是很重要的部分——
10:46
a powerful part --
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把大家的车变成
大众运输工具的这个想法。
大众运输工具的这个想法。
10:47
the idea of turning cars
into public transport like that,
into public transport like that,
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真的很酷！
10:50
it's cool.
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不过我也有一些问题，
10:51
But I've got a couple other questions
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因为我知道其他人也很关心。
10:53
because I know they're
out there on people's minds.
out there on people's minds.
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首先，上礼拜，如果我没记错的话，
10:55
So first of all, last week I think it was,
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我打开手机，试着要从 Uber 叫车，
10:58
I switched on my phone
and tried to book an Uber
and tried to book an Uber
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但我发现我找不到Uber的App了。
11:01
and I couldn't find the app.
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你对 Uber图标进行的重新设计
真的很坚决和彻底，勇气可嘉。
真的很坚决和彻底，勇气可嘉。
11:03
You had this very radical,
very bold, brave redesign.
very bold, brave redesign.
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TK: 是的。
11:07
TK: Sure.
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CA: 这事你怎么看？
11:08
CA: How did it go?
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是不是注意到其他人那天
也找不到你们的App了呢？
也找不到你们的App了呢？
11:10
Did you notice other people
not finding the app that day?
not finding the app that day?
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11:12
Are you going to win people over
for this redesign?
for this redesign?
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你是否准备好在新设计上
重新赢取用户呢？
重新赢取用户呢？
11:15
TK: Well, first I should
probably just say,
probably just say,
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TK: 嗯，我首先要说的是，
我们想要完善的，
11:17
well, what we were trying to accomplish.
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实际上和我们公司的历史有关，
11:19
And I think if you know
a little bit about our history,
a little bit about our history,
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重新设计对此有非常大的意义。
11:22
it makes a lot more sense.
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当我们一开始创立Uber的时候，
11:24
Which is, when we first got started,
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Uber里的车全都是黑色的。
11:27
it was just black cars.
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我们想让你按下Uber的按钮之后，
就会有S级车来为你服务。
就会有S级车来为你服务。
11:28
It was literally you push a button
and get an S-Class.
and get an S-Class.
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所以我们本来想做的
11:31
And so what we did
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11:32
was almost what I would call
an immature version of a luxury brand
an immature version of a luxury brand
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是一个打车品牌的奢侈品，
通过模拟豪华车的车标
通过模拟豪华车的车标
11:38
that looked like a badge on a luxury car.
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把Uber做成奢侈品的象征。
11:41
And as we've gone worldwide
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但当我们成长为全球化的公司，
从S级骄车到印度的小黄包车，
11:42
and gone from S-Classes
to auto rickshaws in India,
to auto rickshaws in India,
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这变成了一个对我们相当有意义的事，
11:47
it became something
that was important for us
that was important for us
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因为这样可以让Uber变的平易近人，
11:49
to be more accessible,
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更加的本土化，
11:51
to be more hyperlocal,
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更加在乎我们居住的城市，
11:53
to be about the cities we were in
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这就是你看到我们公司的模式和颜色。
11:55
and that's what you see
with the patterns and colors.
with the patterns and colors.
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需要变得更图像化，
11:58
And to be more iconic,
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是因为U无论在印度语
11:59
because a U doesn't mean
anything in Sanskrit,
anything in Sanskrit,
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还是在汉语中都没有具体的含义，
12:02
and a U doesn't mean anything in Mandarin.
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所以重新设计是有这样一层原因的。
12:04
And so that was
a little bit what it was about.
a little bit what it was about.
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12:06
Now, when you first
roll out something like that,
roll out something like that,
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当你第一次推出这样的设计，
肯定会紧张到手心冒汗，
12:09
I mean, your hands are sweating,
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12:11
you've got --
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你会——
有一点担心。
12:12
you know, you're a little worried.
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我们看到的是很大一群人——
12:14
What we saw is a lot of people --
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实际上，刚开始我们看到
很多人打开了App，
很多人打开了App，
12:15
actually, at the beginning,
we saw a lot more people opening the app
we saw a lot more people opening the app
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因为他们很好奇
打开时会有什么发现。
打开时会有什么发现。
12:19
because they were curious
what they would find when they opened it.
what they would find when they opened it.
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而我们得到的数字比预期的稍为高一点。
12:23
And our numbers were slightly up
from what we expected.
from what we expected.
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CA: 好的，这确实非常酷。
12:28
CA: OK, that's cool.
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我不得不说，你现在
在很多人看来挺神秘的。
在很多人看来挺神秘的。
12:29
Now, so you, yourself,
are something of an enigma, I would say.
are something of an enigma, I would say.
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你的支持者与投资者
这一路来一直跟随着你，
这一路来一直跟随着你，
12:34
Your supporters and investors,
who have been with you the whole way,
who have been with you the whole way,
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他们相信只有
12:39
believe that the only chance
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残忍无情的竞争者才能担负起
12:40
of sort of taking on
the powerful, entrenched interests
the powerful, entrenched interests
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这责任重大的机会，
12:44
of taxi industry and so forth,
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挑战根深蒂固的计程车行业利益等等，
12:46
is to have someone who is
a fierce, relentless competitor,
a fierce, relentless competitor,
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12:49
which you've certainly proved to be.
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而你最近也证明你做到了。
12:52
Some people feel you've almost
taken that culture too far,
taken that culture too far,
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一些人感觉你把这种文化带的太远了，
你也知道——在一到两年前，
12:55
and you know --
like a year or two ago
like a year or two ago
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对于 Uber 有次巨大的争论，
很多的女士感觉相当失望。
很多的女士感觉相当失望。
12:57
there was a huge controversy
where a lot of women got upset.
where a lot of women got upset.
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公司在那段时间，内部是什么感觉？
13:01
How did it feel like
inside the company during that period?
inside the company during that period?
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你是否注意到公司出现了任何损失？
13:06
Did you notice a loss of business?
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或者说你在这个过程中学到了什么？
13:08
Did you learn anything from that?
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TK:我觉得——
13:10
TK: Well, look, I think --
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13:12
I've been an entrepreneur
since I've been in high school
since I've been in high school
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我从高中就已经是个企业家，
你在困难时期，
13:14
and you have --
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一定会遇到各种不同的挑战，
13:17
In various different ways
an entrepreneur will see hard times
an entrepreneur will see hard times
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对我们来说，
13:21
and for us,
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一年半前的事件，
13:22
it was about a year and a half ago,
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也是我们的困难时期。
13:24
and for us it was hard times, too.
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13:27
Now, inside, we felt like --
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在公司内部，我们感觉——
13:30
I guess at the end of the day
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我们当时感觉到
13:31
we felt like we were
good people doing good work,
good people doing good work,
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“我们是对的人在做对的事”，
但在外人看来，就没那么明显。
13:35
but on the outside that wasn't evident.
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所以，可以这么说——
13:38
And so there was a lot that we had to do
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我们还有很多方面要努力——
13:41
to sort of --
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我们是从一个很小的公司开始的——
13:43
We'd gone from a very small company --
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我的意思是，如果你回到2年半前，
13:44
I mean if you go literally
two and a half years ago,
two and a half years ago,
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我们公司只有400人，
13:48
our company was 400 people,
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现在已经有6500人。
13:50
and today it's 6,500.
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所以，当你经历了整个成长的过程，
13:52
And so when you go through that growth,
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13:54
you have to sort of cement
your cultural values
your cultural values
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你就必须凝聚公司的文化价值，
并随时谈论它们。
13:57
and talk about them all of the time.
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并且你需要人们能够持续地认可
14:00
And make sure that people
are constantly checking
are constantly checking
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你们是“对的人在做对的事”。
14:03
to say, "Are we good people
doing good work?"
doing good work?"
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如果你能够保证这些，
14:05
And if you check those boxes,
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14:07
the next part of that
is making sure you're telling your story.
is making sure you're telling your story.
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那么剩下的部分就是你要讲述你的故事，
而我认为我们得到很多教训，
14:11
And I think we learned a lot of lessons
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1936
但最后，我们会变得更坚强。
14:13
but I think at the end of it
we came out stronger.
we came out stronger.
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虽然这会是一段很困难的时期。
14:16
But it was certainly a difficult period.
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CA: 在我看来，每次你做出改变的时候，
14:20
CA: It seems to me, everywhere you turn,
280
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14:22
you're facing people
who occasionally give you a hard time.
who occasionally give you a hard time.
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你都会直面别人给你提出的难题。
纽约和其他地方的一些Uber司机
14:25
Some Uber drivers
in New York and elsewhere
in New York and elsewhere
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现在已经气疯了，因为你改变勒费率，
14:28
are mad as hell now
because you changed the fees
because you changed the fees
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他们声称——他们几乎干不下去了。
14:30
and they can barely -- they claim --
barely afford the deal anymore.
barely afford the deal anymore.
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你要如何——
14:35
How --
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就如你说的，你创办公司的初衷——
14:37
You know, you said
that you started this originally --
that you started this originally --
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仅是想简单地按下按钮打辆车而已。
14:40
just the coolness of pressing a button
and summoning a ride.
and summoning a ride.
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但公司却发展得非常快，
14:43
This thing's taken off,
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14:45
you're affecting the whole global
economy, basically, at this point.
economy, basically, at this point.
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基本在目前这个时间点上，
你正在影响全球经济。
你正在影响全球经济。
不管你想不想，
你已经不得不这么做，
你已经不得不这么做，
14:48
You're being forced to be,
whether you want it or not,
whether you want it or not,
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你是用一种长远的世界观
在改变这个世界。
在改变这个世界。
14:51
a kind of global visionary
who's changing the world.
who's changing the world.
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我的意思是——你是谁？
14:54
I mean -- who are you?
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你真的有想过会这样吗？
14:55
Do you want that?
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你有准备好并承担这一切吗？
14:57
Are you ready to go with that
and be what that takes?
and be what that takes?
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TK: 好吧，你一时间
问了好几个问题，所以——
问了好几个问题，所以——
15:00
TK: Well, there's a few things
packed in that question, so --
packed in that question, so --
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（笑声）
15:04
(Laughter)
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首先是价格方面——
15:06
First is on the pricing side --
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我的意思是，要记住一点，对吧？
15:09
I mean, keep in mind, right?
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UberX，我们刚开始这个项目的时候，
15:11
UberX, when we first started,
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15:13
was literally 10 or 15 percent cheaper
than our black car product.
than our black car product.
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理论上要比我们的黑色
专车产品便宜10%到15%。
专车产品便宜10%到15%。
现在，
15:17
It's now
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在很多城市， Uber 还比出租车
便宜差不多一半。
便宜差不多一半。
15:19
in many cities, half the price of a taxi.
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我们所有的资料显示，
15:23
And we have all the data to show
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所有的驾驶员每小时的收入
比他们当出租车司机时还要多。
比他们当出租车司机时还要多。
15:25
that the divers are making more per hour
than they would as taxi drivers.
than they would as taxi drivers.
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当价格下降后，
15:29
What happens is when the price goes down,
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人们就更喜欢搭 Uber 了，
15:32
people are more likely to take Uber
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同一天不同的时间一直如此，
15:35
at different times of the day
than they otherwise would have,
than they otherwise would have,
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他们在一些场合似乎还
比之前更喜欢使用Uber。
比之前更喜欢使用Uber。
15:38
and they're more likely to use it
in places they wouldn't have before.
in places they wouldn't have before.
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这就意味着，驾驶员无论
把乘客送到哪里，
把乘客送到哪里，
15:41
And what that means for a driver
is wherever he or she drops somebody off,
is wherever he or she drops somebody off,
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他们几乎是马上又拉到一个乘客，
可以继续工作了。
可以继续工作了。
15:45
they're much more likely
to get a pickup and get back in.
to get a pickup and get back in.
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也就是说，每个小时的载客次数变多了，
15:48
And so what that means
is more trips per hour,
is more trips per hour,
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每小时的服务分钟也变多了，
15:51
more minutes of the hour
where they're productive
where they're productive
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且实际上收入也增加了。
15:53
and actually, earnings come up.
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我们有一些城市，已经降价5-6次，
15:55
And we have cities where we've done
literally five or six price cuts
literally five or six price cuts
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而且随着时间越久，价格就降得越多。
15:59
and have seen those price cuts
go up over time.
go up over time.
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所以，即使是在纽约——
16:02
So even in New York --
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我们有一篇博客文章，叫做“4个九月”——
16:04
We have a blog post
we call "4 Septembers" --
we call "4 Septembers" --
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内容就是
16:07
compare the earnings
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16:08
September after September after September.
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把每年9月份的收入
16:10
Same month every year.
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进行比较。
我们可以看到当价格下降后，
16:12
And we see the earnings going up over time
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司机反而赚的越多。
16:15
as the price comes down.
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到时会有一个完美的价格档——
你不能永远降价下去。
你不能永远降价下去。
16:18
And there's a perfect price point --
you can't go down forever.
you can't go down forever.
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在有些地方，我们降价后，
16:21
And in those places
where we bring the price down
where we bring the price down
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但看不到收入增加，
16:23
but we don't see those earnings pop,
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我们就会再调整回来。
16:25
we bring the prices back up.
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1376
所以这是我对第一部分的回答。
16:27
So that addresses that first part.
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至于第二部分，谜一般的人，
还有所有的事儿——
还有所有的事儿——
16:29
And then the enigma and all of this --
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我的回答是，我是一个对
16:32
I mean, the kind of entrepreneur I am
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解决难题会感到很兴奋的创业者。
16:35
is one that gets really excited
about solving hard problems.
about solving hard problems.
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我喜欢这样形容这件事，
就是有点像数学教授。
就是有点像数学教授。
16:39
And the way I like to describe it
is it's kind of like a math professor.
is it's kind of like a math professor.
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如果一个数学教授
没有困难的问题可以解决，
没有困难的问题可以解决，
16:44
You know? If a math professor
doesn't have hard problems to solve,
doesn't have hard problems to solve,
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那他真是一个可悲的教授。
16:47
that's a really sad math professor.
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16:50
And so at Uber we like the hard problems
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我们Uber也是这样，
我们非常喜欢难题，
我们非常喜欢难题，
在解决它们的过程中
我们会获得很大的满足。
我们会获得很大的满足。
16:54
and we like getting excited
about those and solving them.
about those and solving them.
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16:59
But we don't want just any math problem,
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但我们要的不是只有数学问题，
我们要的是能找到最难的问题，
17:01
we want the hardest ones
that we can possibly find,
that we can possibly find,
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并找出那个可以解决问题的关键因子，
17:03
and we want the one that if you solve it,
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那才是我们最想要的。
17:05
there's a little bit of a wow factor.
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1800
CA: 在几年之后——
17:08
CA: In a couple years' time --
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17:09
say five years' time, I don't know when --
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有些人说是五年之后，
其实我也不知道是什么时候——
其实我也不知道是什么时候——
你会推出炫酷的无人驾驶车服务，
17:11
you roll out your incredible
self-driving cars,
self-driving cars,
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可能比现在打 Uber 还便宜。
17:14
at probably a lower cost
than you currently pay for an Uber ride.
than you currently pay for an Uber ride.
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4496
到时候，面对你的百万
驾驶人军队时，你要怎么说？
驾驶人军队时，你要怎么说？
17:19
What do you say to your army
of a million drivers plus at that time?
of a million drivers plus at that time?
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TK：请再说一遍，大概什么时候？
17:24
TK: Explain that again --
at which time?
at which time?
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CA： 在自动驾驶到来的时候——
17:26
CA: At the time when
self-driving cars are coming --
self-driving cars are coming --
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TK：好的，好的，好的，
抱歉，我没听清楚。
抱歉，我没听清楚。
17:28
TK: Sure, sure, sure.
Sorry, I missed that.
Sorry, I missed that.
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CA： 面对他们你要怎么说？
17:31
CA: What do you say to a driver?
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TK：好吧，我认为首先——
17:32
TK: Well, look, I think
the first part is it's going to take --
the first part is it's going to take --
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无人驾驶车还有一段
17:35
it's likely going to take a lot longer
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比广告或媒体预测的
还要长的路要走。
还要长的路要走。
17:37
than I think some of the hype
or media might expect.
or media might expect.
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这是第一部分。
17:41
That's part one.
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其次，会有一段过渡时期——
17:42
Part two is it's going to also take --
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2216
这段时间也会很长。
17:44
there's going to be a long transition.
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自动驾驶一开始只能在特定的地方使用，
不是在所有地方都行得通。
不是在所有地方都行得通。
17:46
These cars will work
in certain places and not in others.
in certain places and not in others.
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不过对我们来说，这也是个
很有意思的挑战，对吧？
很有意思的挑战，对吧？
17:50
For us it's an interesting
challenge, right?
challenge, right?
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17:53
Because, well --
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1680
因为——
谷歌从2007年就开始研究自动驾驶，
17:56
Google's been investing
in this since 2007,
in this since 2007,
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特斯拉也开始投资，
苹果也开始投资，
苹果也开始投资，
17:59
Tesla's going to be doing it,
Apple's going to be doing it,
Apple's going to be doing it,
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18:02
the manufacturers
are going to be doing it.
are going to be doing it.
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所有的制造商都已经准备好生产了。
这是一个让世界永续生存的好理由。
18:04
This is a world that's going to exist,
and for good reason.
and for good reason.
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每年有100万人死于车祸。
18:08
A million people die a year in cars.
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而且我们已经看到人类
每年要花几十亿甚至几兆个小时
每年要花几十亿甚至几兆个小时
18:10
And we already looked at the billions
or even trillions of hours worldwide
or even trillions of hours worldwide
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浪费在车子里面，焦虑，沮丧。
18:14
that people are spending sitting in them,
driving frustrated, anxious.
driving frustrated, anxious.
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想像一下，
18:18
And think about the quality
of life that improves
of life that improves
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当你把时间还给人们，
让他们不用再忧心忡忡，
让他们不用再忧心忡忡，
18:22
when you give people their time back
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生活品质会改善多少。
18:25
and it's not so anxiety-ridden.
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所以，我认为会有很多好处。
18:27
So I think there's a lot of good.
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我们认为这件事是一个挑战，
18:29
And so the way we think about it
is that it's a challenge,
is that it's a challenge,
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但是一种对乐观领导力的挑战。
18:32
but one for optimistic leadership,
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18:35
Where instead of resisting --
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而不是像之前的出租车业
或电车业
18:37
resisting technology,
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18:39
maybe like the taxi industry,
or the trolley industry --
or the trolley industry --
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要对抗、 拒绝科技，
18:43
we have to embrace it
or be a part of the future.
or be a part of the future.
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我们必须拥抱它或把它成为
我们未来的一部分。
我们未来的一部分。
但我们要如何乐观地领衔度过这一时期呢？
18:47
But how do we optimistically
lead through it?
lead through it?
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18:49
Are there ways to partner with cities?
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有没有与城市
成为伙伴关系的方式？
成为伙伴关系的方式？
18:51
Are there ways to have education systems,
vocational training, etc.,
vocational training, etc.,
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在过渡期间，有没有教育系统或
职业训练
职业训练
等等的方式呢？
18:55
for that transition period.
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18:56
It will take a lot longer
than I think we all expect,
than I think we all expect,
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这会比我认为大家期待的时间还要长，
特别是过渡时期。
18:59
especially that transition period.
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但这才是我们面对的世界，
19:00
But it is a world that's going to exist,
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而且会是一个更美好的世界。
19:03
and it is going to be a better world.
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19:06
CA: Travis, what you're building
is absolutely incredible
is absolutely incredible
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CA：Travis，你的贡献真的很了不起，
我非常荣幸能邀请你来TED，
并敞开心胸与我们分享。
并敞开心胸与我们分享。
19:08
and I'm hugely grateful to you
for coming to TED and sharing so openly.
for coming to TED and sharing so openly.
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19:12
Thank you so much.
TK: Thank you very much.
TK: Thank you very much.
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非常谢谢你。
TK：非常谢谢你。
TK：非常谢谢你。
（掌声）
19:14
(Applause)
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ABOUT THE SPEAKER
Travis Kalanick - EntrepreneurAs Uber's co-founder and former CEO, Travis Kalanick is disrupting an entrenched industry and reinventing urban transportation.
Why you should listen
In 2010, entrepreneur and angel investor Travis Kalanick, with his co-founder Garrett Camp, took a niche product -- Uber -- and turned it into a global platform that has transformed the way we move around the world.
In 68 countries and 360 cities, riders can push a button and get a ride, and drivers have a flexible, independent way to make money. With big investments in China, India, carpooling, self-driving cars and logistics, Uber's future promises to be as headline-grabbing as its past, continuing to reinvent urban transportation as we know it.
Travis Kalanick | Speaker | TED.com