第151章 超级应用触达生活
The real reason most super apps are not super great
大多数超级应用并不超级好用的真正原因
By Tim Bradshaw
Your smartphone's home screen has space for about 30 apps， depending on the display size. There are more than two million apps in Apple's App Store and nearly 3.5 million on Google Play vying for those slots. The prize for landing one is huge: according to App Annie， a market data pany， consumers spent $143bn on apps last year， consuming trillions of hours of screen time.
你的智能手机主屏幕上可以容纳大约30个应用，具体数量取决于屏幕尺寸。苹果的应用商城里有超过200万个应用程序，谷歌商店中有将近350万个应用程序，它们都在激烈争夺这些位置。在主屏幕上成功占据一个位置的好处是巨大的：市场数据公司App Annie的数据显示，去年，消费者在应用上花费了1430亿美元，屏幕使用时长达到数万亿小时。
No wonder， then， that tech panies are racing to turn themselves into “super apps“— one-stop shops for a range of services， designed to entrench their app in your life.
那么，难怪科技公司竞相将自己转型为“超级应用”——提供各种服务的一站式商店，其设计目的就是让它们的应用在你的生活中扎根。
The grandfather of super apps is Tencent's WeChat. In China， it's used for everything from messaging and gaming to food delivery and paying the rent， and has some 1.25 billion users. It launched in 2011， just as smartphone sales in China exploded.
超级应用们的鼻祖是腾讯微信。在中国，从发消息、玩游戏到送餐和支付租金，一切皆可用微信；它约有12.5亿用户。微信于2011年面世，恰逢智能手机销量在中国爆炸式增长。
A few Big Tech panies are dominant enough to colonise multiple places on home screens. Google， Facebook， Apple， Microsoft and Amazon， as well as Tencent and ByteDance in China， have all succeeded in building a “family of apps“， each with a more focused function.
一小部分科技巨头公司的主导地位，足以让他们在主屏幕上占据多个位置。谷歌、脸书、苹果、微软和亚马逊，以及中国的腾讯和字节跳动，都成功打造了一个“应用全家桶”，其中每一个应用都有其更重点突出的功能。
But developers that respond by bundling ever more features into a super app risk frustrating users. Single-purpose apps are faster and easier to navigate. By contrast， the super-app approach involves cramming as many features as possible into one bloated piece of software.
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