Map Quest (2/2)

地图搜索



Map Quest
Web users blend data with maps to create a new way to communicate

Is advertising the answer?  (03'00''--- 03'46'')
Advertising is just one of the options being discussed in a nascent* industry __1__ for a revenue model. Google, Yahoo and Microsoft currently subsidize* mapping's growth. "It costs Google money to pull up a map," says John Musser, a blogger and software developer. "It's all __2__now, but it can't go on forever." Map-based search tools could __3__ businesses an __4__ type of targeted advertising. A retailer would potentially be able to woo* any customers panning over its location. Targeted advertising may be the answer, but developers4 and users will accept it?

Control concerns     (13'28'' --- 14'06'')
Along with questions about money come questions about control. "Throughout history, the guy who controlled the map was the boss," says John Metcalf, former CMO at mapmaker Tele Atlas, who's currently a consultant to Silicon Valley venture capitalists*. Opening the door to all of those user-contributed reviews, ratings and comments puts the customers in charge. But that raises the prospect of unhappy sponsors and other users, because neither can control what's said about them.

Content rules    (19'26'' --- 20'06'')
Nevertheless, the industry is currently favoring more collaboration* with its customers. After all, companies can't predict everything people will want, and user-created content gives them more to sell. Groups of like-minded users can add ratings and reviews, sharing customized maps with others. "We are definitely encouraging users to customize their content and share their experiences," says Jocelyn Vigreux, president of digital map company TomTom USA. "It's the mark of a healthy community. We don't need to be in control of everything. "



Specialized Terms

nascent (adj)---- 刚开始发生的，初期的 only recently formed or started, but likely to grow larger quickly
pan (v)---- 上下左右缓慢移动 to move slowly from one side to another or up and down
venture capitalist (n phr)---- 风险投资家，创投资本家 an investor who provides money for the financing of new, growing or struggling (generally high-risk) business that offer potential for above-average returns.

Vocabulary Focus
subsidize (v)---- to pay part of the cost of something
woo (v)---- to try to persuade someone to accept what you have to offer
collaboration(n)----- the act of two or more people working together to achieve the same thing


Exercises for today:

  1. Discussion:

"Throughout history, the guy who controlled the map was the boss."  How do you understand this view from a consultant?

2. Dictation & Translation:

a)  Advertising is just one of the options being discussed in a nascent* industry __1__ for a revenue model.

"It's all __2__ now, but it can't go on forever." Map-based search tools could __3__ businesses an __4__ type of targeted advertising.

b) Groups of like-minded users can add ratings and reviews, sharing customized maps with others.