????今天,，谷歌公司（Google）推出了一項(xiàng)全新服務(wù)，可以讓企業(yè)將自己的網(wǎng)站轉(zhuǎn)換為更適合智能手機(jī)瀏覽的“手機(jī)版”,。谷歌這家搜索巨頭希望通過(guò)提高網(wǎng)站訪問(wèn)的便利性在快速增長(zhǎng)的移動(dòng)領(lǐng)域中鞏固自己的領(lǐng)先地位。
????這項(xiàng)新服務(wù)是谷歌“走向移動(dòng)”（Go Mobile）計(jì)劃的一部分,，這個(gè)計(jì)劃主要是為了讓各類(lèi)企業(yè)能更好地運(yùn)用包括智能手機(jī)和平板電腦在內(nèi)的移動(dòng)平臺(tái)。企業(yè)每月只需花上9美元,，就能享受到谷歌提供的移動(dòng)版網(wǎng)站托管服務(wù)。這類(lèi)網(wǎng)站帶有可觸控界面,，看起來(lái)跟iPhone的應(yīng)用幾乎如出一轍,。企業(yè)可以免費(fèi)試用這種服務(wù)一年,，還能讓谷歌根據(jù)它們現(xiàn)有的網(wǎng)站定制一個(gè)手機(jī)版網(wǎng)站。丹尼斯?明克是新創(chuàng)公司DudaMobile的首席營(yíng)銷(xiāo)官,，他說(shuō)：“只要是在智能手機(jī)上瀏覽過(guò)普通網(wǎng)站的人,，都明白那種體驗(yàn)有多糟糕,。”谷歌目前正在運(yùn)用DudaMobile的技術(shù)創(chuàng)建移動(dòng)網(wǎng)站,。
????總部位于紐約市的食品配送和餐飲連鎖店Mexicue目前正在使用這項(xiàng)服務(wù)。現(xiàn)在這家公司網(wǎng)站每周的訪問(wèn)量約為5,000次,，但在優(yōu)化為移動(dòng)版之前，移動(dòng)客戶(hù)訪問(wèn)非常不便,。公司的聯(lián)合創(chuàng)始人兼首席執(zhí)行官大衛(wèi)?施萊斯表示,，這曾是公司的一個(gè)大問(wèn)題,。他說(shuō)：“方便好用的手機(jī)版網(wǎng)站對(duì)我們的食品配送來(lái)說(shuō)非常重要，因?yàn)榕渌偷攸c(diǎn)是不斷變化的,。網(wǎng)站上最醒目的兩個(gè)按鍵就能讓人們撥打電話、找到我們,，而這正是我們所有的客戶(hù)最需要了解的情況?！?/p>
????谷歌在手機(jī)市場(chǎng)的領(lǐng)先地位可謂一家獨(dú)大,。據(jù)尼爾森公司（Nielsen）稱(chēng),，美國(guó)手機(jī)用戶(hù)近半在使用智能手機(jī)。其中又有近半的人在使用搭載谷歌安卓（Android）操作系統(tǒng)的手機(jī),。近期，谷歌又試圖進(jìn)一步擴(kuò)大版圖,。據(jù)數(shù)碼營(yíng)銷(xiāo)機(jī)構(gòu)eMarketer公司稱(chēng)，在總額達(dá)14.5億美元的美國(guó)手機(jī)廣告市場(chǎng)上,，谷歌早已遙遙領(lǐng)先,，2011年占據(jù)了美國(guó)手機(jī)廣告市場(chǎng)超過(guò)一半的收入,。
????而現(xiàn)在，幫助企業(yè)將網(wǎng)站優(yōu)化為手機(jī)版讓谷歌看到了新的機(jī)會(huì),。谷歌移動(dòng)銷(xiāo)售及戰(zhàn)略部主管杰森?斯皮羅表示,，就算現(xiàn)在的智能手機(jī)已經(jīng)裝上了功能全面的瀏覽器,，很多企業(yè)還是沒(méi)有開(kāi)始涉足手機(jī)領(lǐng)域。據(jù)他稱(chēng),，谷歌的廣告大戶(hù)中有62%還沒(méi)有手機(jī)版網(wǎng)站。他說(shuō)：“很多企業(yè)還沒(méi)來(lái)得及響應(yīng)這股用戶(hù)應(yīng)用的潮流,，而這很大程度上是因?yàn)樗麄儾恢赖降自撛趺醋觥,！?/p>
????而那些早就迅速緊跟這股移動(dòng)潮流的企業(yè),，它們的努力似乎已經(jīng)收到了回報(bào),。6年前，職業(yè)棒球大聯(lián)盟（Major League Baseball）就組建了一支3個(gè)人的團(tuán)隊(duì)專(zhuān)門(mén)從事手機(jī)和無(wú)線技術(shù)業(yè)務(wù)?，F(xiàn)在，這支隊(duì)伍已經(jīng)擴(kuò)大到近50人,，而大聯(lián)盟每月的無(wú)線訪問(wèn)量——包括廣受歡迎的“At Bat”應(yīng)用和手機(jī)網(wǎng)站的訪問(wèn)量——已讓其官網(wǎng)訪問(wèn)量相形見(jiàn)絀。去年,，僅“At Bat”每周平均訪問(wèn)量就達(dá)到了820萬(wàn)人次。
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????Google launched a new service today allowing companies to transform their websites for viewing on smartphones. The search engine giant hopes that by making sites more accessible, it can improve its lead in the rapidly growing mobile arena.
????Google's (GOOG) new service is part of its "Go Mobile" initiative, a campaign to move companies in the direction of making better use of mobile platforms including phones and tablets. For $9 a month, Google will host a mobile-friendly version of a company's website with a touch-enabled interface that almost looks like an iPhone app. Firms can test the service free for a year and customize a new mobile site Google generates from their existing site. "Anybody who has browsed a regular website on their phone knows how bad the experience is," says Dennis Mink, CMO of DudaMobile, a startup. Google is using DudaMobile's technology to generate the sites.
????Mexicue, a New York City based food truck and restaurant chain, is using the service. The company's current site gets about 5,000 page views a week, but prior to optimizing the site for mobile, it lacked any sort of easy navigation. That was a problem, says co-founder and CEO David Schillace. "A working mobile site is extremely important for our food truck because it's constantly changing locations," he says. "The first two buttons allow people to call us and find us, which is basically what all our customers need to know," Schillace says.
????Google has a strong lead in mobile. Nearly half of U.S. mobile users now own a smartphone, according to Nielsen (NLSN). About half are using phones running Google's Android operating system. The search leader's latest move is an attempt to extend its reach further. The company is already the dominant player in the mobile $1.45 billion ad market, accounting for more than of U.S. mobile ad revenues in 2011, according to digital marketing firm eMarketer.
????Google sees an opportunity in helping companies optimize their sites for the mobile web. Even with the advent of fully capable browsers on current smartphones, many companies are still failing to take even the first step into the mobile space, says Jason Spero, head of mobile sales and strategy at Google. According to Spero, 62% of Google's top advertisers don't have a mobile site. "Businesses are kind of late to arrive to this consumer trend, and a large part of that is because they don't know exactly what to do," Spero says.
????For companies who were quick to jump on the mobile bandwagon, the effort seems to have paid off. Major League Baseball began six years ago with a staff of three focusing on mobile and wireless technology. Today, that team has grown to nearly 50 people and the brand's monthly wireless traffic -- including the popular "At Bat" app and mobile site -- has eclipsed MLB.com traffic. By itself, "At Bat" averaged 8.2 million visits per week last year.?? |
