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But the interesting thing I realized along the way
我漸漸意識到一個很有趣的事實:
is that payment is another form of communication.
付款是另一種交流方式
It's another exchange of value.
是另一種價值交換
The really interesting thing about payments in the
金融界的付款很有趣
financial world is no one has really designed it.
因為它不是什么人設計出來的
If you think about it,
不妨想一想
every single person in this world has some
世界上的每個個人都和錢
connection to money, they all hate it.
有關系，他們都討厭它
At some point or another,
在某時某刻
you're going to hate some aspect of money.
你會討厭金錢的某些方面
So, there has never been anyone
所以沒有任何一個人
who has really designed a payments
去設計一種十分完美
platform or an exchange of value or
考慮周全
a currency that's really
讓用戶不光是接受服務
beautiful and that's really thoughtful
不光體驗到價值的轉移
and that engages a user
還能體驗到交流的樂趣
experience around communication
的一種平臺
instead of purely the service
或是價值交換方式
and the mechanics of transferring the value.
或是貨幣
So, when we were building Square, we realized that,
所以當我們建起Square時，我們意識到
"Wow! The receipt is something that has never really
"哇!這種入款方式是從未被設計和
been designed or looked at. I go up to a coffee
看過的，我去咖啡店
store and I hand them my credit card. I say,
拿出信用卡，說
"I want a cappuccino." I hand them my credit card.
"我要一杯卡布奇諾"，我把信用卡遞給他們
And they type in "cappuccino" on a little terminal,
他們在一個小終端機上輸入"卡布奇諾"
which is basically a calculator on top of the cash box,
那個終端機不過是個收銀盒上價格計算器而已
and then they get $3.24 from that. They get a receipt.
他們劃走了3.24美元，打出一張憑條
Then, they take that amount and they go over and they
然后他們拿走了那些錢，檢查一下
type that amount into the credit card terminal.
然后把數額輸入信用卡終端機
Then, they swipe the card and
接著刷了一下卡
then they get that receipt.
然后他們就得到這筆錢
And then, they hand me that receipt and I sign for
之后他們給我收據，然后我在上面簽字
that receipt and then I give it back to them.
然后把收據交還他們
And then, they take that receipt,
之后，他們拿起收據
take the other receipt,
再拿起另一張收據
staple it together with a little coffee card and then
和另一張咖啡卡釘在一起然后
give me all that and I throw that paper away.
一起給我，我扔掉了那張紙
It's useless.
這收據沒什么用
It would be so easy
如果你建立一個
if you built a cohesive system that carries
能覆蓋整個交易過程
the entire transaction to create a receipt
能產生有效的收據的系統
that is useful.
一切都會變得更容易
With one swipe, I can sign on electronic screen,
刷一下，我就可以在電子屏幕上簽字
get rid of paper completely.
完全丟掉紙質的收據
But with that one swipe,
但就是那么一刷
I learn of the merchant's Twitter handle.
讓我了解到商人的推特賬號
I learn of their Facebook page.
讓我了解到他們的Facebook頁面
I learn of their Yelp account.
讓我了解到他們的Yelp的賬戶
I learn of their menu,
讓我了解到他們的菜單
their hours, whatever they want to put on their receipt
讓我了解到了他們的時間，他們想在收據上寫什么
they can put there.
就可以在上面寫什么
It can be used as a publishing medium and
它可以用作一個發行媒介
something that you can interact with,
成為你可以與之互動的東西
instead of something that is a burden to receive.
而不再是一個負擔
And a lot of retailers out there
很多零售商在生意上
are embarrassed by the receipts they
因為在收據
give out and
和整個付款過程上的落后
the whole payment processing aspect of their business.
而處境尷尬
They go above and beyond
他們不光要學會
to craft a beautiful experience in their
在店里提供美好的體驗
store and they have to compromise
他們必須要對
to accept credit cards.
信用卡妥協，接受信用卡
They have to compromise to accept any form of payment.
他們必須對接受任何付款方式
And then, what do they get out of it?
之后，他們得到了什么呢?
If you go to any coffee store in America
如果你去美國的任何咖啡店
and you ask them,
你問他們
"How many cappuccinos did you sell today?"
"你們今天賣出多少杯卡布奇諾?"
apart from Starbucks and Pete's,
除了星巴克和彼得斯
"I don't know, we made $300."
別人都會說"我不知道，我們賺了300美元."
How many cappuccinos did you sell?
你們今天賣出多少杯卡布奇諾?
And then,
然后再問他們
what percentage of these people bought biscottis?
人們買biscottis餅干的百分比是多少?
What happens when it's a rainy day?
如果是下雨天會怎么樣?
What happens on Tuesday at 5:00 p.m.?
周二下午5點呢?
All these data were used for Google Analytics.
所有這些數據都用于谷歌分析
We've used these effectively to
我們會有效地使用它們
build our electronic systems
來建立一個電子系統
and our blogs and all of these companies
建立我們的博客和我們建立的
that we're building.
所有的公司
But real-world offline merchants
但現實世界里那些不上網的商人
have none of these data.
沒有這些數據
They can buy into it if they buy into a $15,000
他們可以買入這些數據
point-of-sales system.
比如價值15000美元的銷售網點系統
But then, they would also need to buy into an entire
但之后他們也需要買入整個
service army of people to figure out how to use it.
服務團隊的人來研究怎么用它
So, what we want to do is
所以我們想做的是
we want to build a full point-of-sales
我們想建立一個完全銷售網點的系統
system that is just gorgeous
它很偉大
and that allows and enables
它不只是讓交易更快
someone to immediately not just make the transaction
而是讓人們能實時交易
fast and feel great but to get very,
讓人們不僅有出色的體驗
very rich data for everything that they're selling,
還能從賣出的所有東西里搜集更豐富的數據
Google Analytics type of data for everything
谷歌分析他們賣出的
that they're selling.
所有東西的數據
This becomes really,
這變得非常
really important,
非常重要
not just when you're starting a business
不僅對創業重要
but when you're trying to grow that business.
而且對擴大業務也很重要
