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But the interesting thing I realized along the way
我渐渐意识到一个很有趣的事实:
is that payment is another form of communication.
付款是另一种交流方式
It's another exchange of value.
是另一种价值交换
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.
因为它不是什么人设计出来的
If you think about it,
不妨想一想
every single person in this world has some
世界上的每个个人都和钱
connection to money, they all hate it.
有关系，他们都讨厌它
At some point or another,
在某时某刻
you're going to hate some aspect of money.
你会讨厌金钱的某些方面
So, there has never been anyone
所以没有任何一个人
who has really designed a payments
去设计一种十分完美
platform or an exchange of value or
考虑周全
a currency that's really
让用户不光是接受服务
beautiful and that's really thoughtful
不光体验到价值的转移
and that engages a user
还能体验到交流的乐趣
experience around communication
的一种平台
instead of purely the service
或是价值交换方式
and the mechanics of transferring the value.
或是货币
So, when we were building Square, we realized that,
所以当我们建起Square时，我们意识到
"Wow! The receipt is something that has never really
"哇!这种入款方式是从未被设计和
been designed or looked at. I go up to a coffee
看过的，我去咖啡店
store and I hand them my credit card. I say,
拿出信用卡，说
"I want a cappuccino." I hand them my credit card.
"我要一杯卡布奇诺"，我把信用卡递给他们
And they type in "cappuccino" on a little terminal,
他们在一个小终端机上输入"卡布奇诺"
which is basically a calculator on top of the cash box,
那个终端机不过是个收银盒上价格计算器而已
and then they get $3.24 from that. They get a receipt.
他们划走了3.24美元，打出一张凭条
Then, they take that amount and they go over and they
然后他们拿走了那些钱，检查一下
type that amount into the credit card terminal.
然后把数额输入信用卡终端机
Then, they swipe the card and
接着刷了一下卡
then they get that receipt.
然后他们就得到这笔钱
And then, they hand me that receipt and I sign for
之后他们给我收据，然后我在上面签字
that receipt and then I give it back to them.
然后把收据交还他们
And then, they take that receipt,
之后，他们拿起收据
take the other receipt,
再拿起另一张收据
staple it together with a little coffee card and then
和另一张咖啡卡钉在一起然后
give me all that and I throw that paper away.
一起给我，我扔掉了那张纸
It's useless.
这收据没什么用
It would be so easy
如果你建立一个
if you built a cohesive system that carries
能覆盖整个交易过程
the entire transaction to create a receipt
能产生有效的收据的系统
that is useful.
一切都会变得更容易
With one swipe, I can sign on electronic screen,
刷一下，我就可以在电子屏幕上签字
get rid of paper completely.
完全丢掉纸质的收据
But with that one swipe,
但就是那么一刷
I learn of the merchant's Twitter handle.
让我了解到商人的推特账号
I learn of their Facebook page.
让我了解到他们的Facebook页面
I learn of their Yelp account.
让我了解到他们的Yelp的账户
I learn of their menu,
让我了解到他们的菜单
their hours, whatever they want to put on their receipt
让我了解到了他们的时间，他们想在收据上写什么
they can put there.
就可以在上面写什么
It can be used as a publishing medium and
它可以用作一个发行媒介
something that you can interact with,
成为你可以与之互动的东西
instead of something that is a burden to receive.
而不再是一个负担
And a lot of retailers out there
很多零售商在生意上
are embarrassed by the receipts they
因为在收据
give out and
和整个付款过程上的落后
the whole payment processing aspect of their business.
而处境尴尬
They go above and beyond
他们不光要学会
to craft a beautiful experience in their
在店里提供美好的体验
store and they have to compromise
他们必须要对
to accept credit cards.
信用卡妥协，接受信用卡
They have to compromise to accept any form of payment.
他们必须对接受任何付款方式
And then, what do they get out of it?
之后，他们得到了什么呢?
If you go to any coffee store in America
如果你去美国的任何咖啡店
and you ask them,
你问他们
"How many cappuccinos did you sell today?"
"你们今天卖出多少杯卡布奇诺?"
apart from Starbucks and Pete's,
除了星巴克和彼得斯
"I don't know, we made $300."
别人都会说"我不知道，我们赚了300美元."
How many cappuccinos did you sell?
你们今天卖出多少杯卡布奇诺?
And then,
然后再问他们
what percentage of these people bought biscottis?
人们买biscottis饼干的百分比是多少?
What happens when it's a rainy day?
如果是下雨天会怎么样?
What happens on Tuesday at 5:00 p.m.?
周二下午5点呢?
All these data were used for Google Analytics.
所有这些数据都用于谷歌分析
We've used these effectively to
我们会有效地使用它们
build our electronic systems
来建立一个电子系统
and our blogs and all of these companies
建立我们的博客和我们建立的
that we're building.
所有的公司
But real-world offline merchants
但现实世界里那些不上网的商人
have none of these data.
没有这些数据
They can buy into it if they buy into a $15,000
他们可以买入这些数据
point-of-sales system.
比如价值15000美元的销售网点系统
But then, they would also need to buy into an entire
但之后他们也需要买入整个
service army of people to figure out how to use it.
服务团队的人来研究怎么用它
So, what we want to do is
所以我们想做的是
we want to build a full point-of-sales
我们想建立一个完全销售网点的系统
system that is just gorgeous
它很伟大
and that allows and enables
它不只是让交易更快
someone to immediately not just make the transaction
而是让人们能实时交易
fast and feel great but to get very,
让人们不仅有出色的体验
very rich data for everything that they're selling,
还能从卖出的所有东西里搜集更丰富的数据
Google Analytics type of data for everything
谷歌分析他们卖出的
that they're selling.
所有东西的数据
This becomes really,
这变得非常
really important,
非常重要
not just when you're starting a business
不仅对创业重要
but when you're trying to grow that business.
而且对扩大业务也很重要
