移動時代，網站不死

????不久前，專家們曾斷言，社交網絡的崛起意味著電子郵件大限將至。事實證明，他們錯了。

????上周早些時候，我十分喜歡的一位作家兼投資者——克里斯?迪克森撰文稱，隨著全球進入移動互聯網時代，他認為傳統網站的衰落不可避免。這篇文章的論點很簡單——移動為王，而應用程序又主宰著移動領域。因此，網站已死。然而，克里斯壓根沒有考慮互聯網網站未來發展的關鍵軌跡（或者說他可能認為這些網站根本就沒有未來）。迄今為止，“網站”有兩個含義：

????1）在全球發布內容的分布式平臺

????2）互聯網軟件的零阻力配送系統

????不幸的是，這兩者往往被混為一談，從而引發無數糊涂的對話。我認為近來最好的一個例子是Healthcare.gov網站的崩潰。推廣相關內容的實際‘網站’運行得可謂完美。出問題的是管理醫療保健注冊的“軟件”部分，而這一部分要復雜得多。然而最后，人們討論的話題變成了“奧巴馬怎么連個簡單的網站都搞不定？”

????網絡應用程序=軟件，網站=內容。兩者的服務宗旨不同。

????因此，克里斯的文章實際說的是這么回事：移動互聯網顯然將成為信息傳輸的主要媒介。豐富的本地移動應用提供的客戶體驗遠遠優于通過移動瀏覽器加載的網頁應用。因此，互聯網軟件將成為最主要的移動應用場景。

????然而，這并不意味著移動應用程序將取代網站，成為首要的發布平臺。設備和用戶的增加，將帶動對更多、更好內容的需求。內容仍將主要通過網站發布。

????聽清楚了！幾乎沒人用內容提供商的移動應用程序來消費內容，這些應用做得太糟糕了。打車軟件Uber（明顯是一家以移動為中心的公司）的網站做得這么好是有原因的——他們將網站標榜為一種生活方式。Twitter這樣的移動應用程序只會讓消費者更容易發現、分享精彩內容，從而使網站愈加成為互聯網不可或缺的一部分。

????事實上，在移動時代，網站還會繼續生存，蓬勃發展。（財富中文網）

????本文作者扎查理?羅森是Pantheon公司首席執行官兼聯合創始人。Pantheon總部位于舊金山，是一家專業網站平臺服務商，致力于幫助軟件開發者、營銷人員以及IT用戶構建、啟動并運營有關文檔管理和博客系統的網站。

????譯者：項航

????

????Not long ago pundits were declaring the death of email due to the rise of Social Networks. They were wrong.

????Earlier this week, Chris Dixon, one of my favorite writers and investors, wrote a piece on what he sees as the inevitable decline of the web as the world transitions to mobile computing. The thesis is simple -- mobile is dominating, and apps dominate mobile. Ergo, the web is dead. However, Chris misses a critical distinction that must be made to understand the future (or possible non-future) of the web. 'the web' heretofore has meant two things:

????1) A distributed platform for publishing content globally

????2) A frictionless delivery system for Internet-enabled software

????Unfortunately, these two things are often conflated, which has led to countless confused conversations. My favorite recent example has been the Healthcare.gov debacle. The actual 'website' for marketing content performed flawlessly. The tremendously more complex 'software' for managing healthcare enrollment was the part that fell over. Yet in the end, the conversation was distilled to "How could President Obama screw up a simple website?"

????Webapps = software, websites = content. The two serve separate purposes.

????So here's the truth in Chris's post: Clearly, mobile will be the dominant medium for computing. Rich native mobile apps provide a significantly better customer experience over web apps loaded via a mobile browser. For this reason, Internet- enabled software will transition primarily to mobile apps.

????However, that doesn't mean mobile apps will displace the web as the world's primary publishing platform. More devices and more users will only drive demand for more and better content. Content will continue to be primarily published via the web.

????Newsflash! Hardly anybody uses publishing company's mobile apps for content consumption -- they stink. Uber (an obviously mobile-centric company) has a stunning website for a reason – it's central to how they market themselves as a lifestyle brand. Mobile apps, such as Twitter (TWTR), will only make it easier for consumers to discover and share great content and therefore make the web more integral to the Internet over time.

????Indeed in the era of mobile, the web will live on and prosper.

????Zachary Rosen is co-founder and CEO of Pantheon, a San Francisco-based professional website platform for developers, marketers, and IT users to build, launch, and run all their Drupal & WordPress websites.