外文翻译(关于工业设计)

外文翻译

学院：艺术与设计学院系：工业设计系 专业班级：工业设计（理工）12班 学生姓名：曹琪学号 5203112037 起讫日期：2016.3.1—2016.6.6

指导教师：江小浦职称：副教授

指导教师所在单位：艺术与设计学院工业设计系

二0一六年制

英文原文

文献出处：

http://designmind.frogdesign.com/2015/10/smart-cars-for-everyone/

Designing with Data in China – Opportunity and Risk

Timothy Morey and Rainer Wessler JANUARY 21, 2016

In a frog study on personal data, Chinese consumers stood out by placing low value on their own personal data, especially when compared to consumers in Germany and other countries where personal data is more highly valued.

CHINESE CONSUMERS DON’T VALUE PERSONAL DATA

Many firms in China and around the world offer products and services that leverage personal data from their users, either to enhance the product experience for users, or to monetize that data in order to cover the cost of products offered free to users. For example, Sesame Credit is an offering from Alipay that provides credit to people who have not had credit before. It assesses risk by looking at a person’s internet shopping history, online bill payment records, phone usage history, and online behavior and compares this with the 300 million registered users and 37 million businesses who transact on Alibaba, China’s leading e-commerce company.

Sesame Credit and products like it are made possible by the trails of

digital exhaust we leave behind us as we lead our modern lives – a data stream generated primarily by our smartphones, but also from our cars, connected products in our homes, health and wellness devices, social media,

communication tools and so on. These tools make our lives better in many ways, in this instance by offering financial services to people who have not had them before. But the data we generate and share is also more personal than ever before, giving firms and organizations that have access to this data a comprehensive picture of our lives.

In order to understand how consumers feel about their personal data, and to construct a model for a fair exchange of this data, frog conducted

a five-country study of attitudes to personal data in 2014. In the study, China stood out by being at the low end of the value that consumers place on their own personal data, especially when compared to Germany and other countries that place a higher value on personal data. Just three types of personal data were considered sensitive by the majority of Chinese consumers: their digital communications history, their government ID information, and their credit card/financial information. All of the other digital exhaust that Chinese consumers create each day through their use of mobile phones and

computers—from their physical location to health history to web surfing history—were not highly valued. This is in stark contrast to counties such as Germany, where people placed almost 20x more value on their digital

communication history, and also placed higher value on data types such as health history and medical information, which Chinese consumers do not value at all.

It’s not that Chinese users are less aware of the personal data trails and digital exhaust they leave behind them than their global counterparts. Globally, 21% of survey respondents had a detailed understanding of how data is collected when they use online services and smart connected products.

Interestingly, awareness has barely changed since 2011, even as the scale and sophistication of tracking has vastly increased. Awareness by Chinese users was slightly below the global average, at 17%, but comparable to German users at 16%. Moreover, Chinese respondents are worried about the same potential harm from the abuse of their personal data as the rest of the world – they worry that that someone might steal their identity (74%); that someone might steal money from them (62%), and they want to maintain their privacy (62%). So while Chinese participants showed a comparable level of

awareness and similar concerns about the potential abuse of their personal data, they differ from their global peers in the value that they place on certain types of personal data.

CHINA CAN LEAD THE MARKET

Whatever the cultural reasons for this difference in how Chinese consumers value their personal data, the implication is very positive for

Chinese organizations and businesses that are designing products and services using personal data. In our original analysis published in May 2015 we provided a framework for firms to use when evaluating the value they need to

provide users, compared to the data type they are collecting and how they are making use of that data. Product makers and service designers can build their China market offerings with confidence that consumers are willing to share information with them. And the amount of value that product and service

designers have to offer in return for that personal data can be lower, compared to markets such as Germany. It allows firms to launch ―minimum viable products‖ that are more minimal. Put another way, product and service designers can take more risks with new and unproven value propositions when designing with data for the China market, and expect to gain some market acceptance.

We see this playing out with frog’s work in Shanghai. We recently worked with a global household white goods maker to design a smart refrigerator that makes health recommendations to its users. Smart connected refrigerators are something of an industry insider joke in the design consulting world, as an example of a technology capability in search of a use case – we have been hearing about ―the fridge that self-orders milk‖ since the first days of the internet. But this project was different. The concept is that the refrigerator gathers and records vital signs of the fridge users, including heart rate and blood oxygenation, and makes a general health evaluation of the user. Over time, it learns about the different individuals who use it, and provides health recommendations including possible changes in diet and recommendations about hydration and so on.

In countries where health data is highly valued, such as Germany and Britain, we would expect initial interest in a ―health coach refrigerator‖ to be lower, unless the value provided in exchange is exceptionally high. But in

China, where there is less sensitivity to sharing health and medical data, firms can launch products like the health coach refrigerator and learn and iterate based on customer reaction. Even if the first value proposition brought to market turns out to be suboptimal, Chinese makers are ahead of the global competition by learning and course-correcting sooner.

ALTRUISM

When compared with the rest of the world, Chinese consumers were

particularly open-minded when it comes to sharing health data for the greater good. In our study, we asked participants if they would be willing to share their medical history with doctors and researchers if they would directly benefit from sharing by receiving medical tips, information, and new discoveries that might help them. (See chart below) 76% of Chinese

respondents were willing to do this, and a surprising 63% were willing to

share even if they did not benefit directly, simply to drive medical advances. This compares to a global average of 56% who are willing to share their medical records for direct personal benefit, and 46% who will share for the greater good, even if they derive no personal benefit. This data ties in with our learnings on local healthcare projects. We observe that the Chinese are very open about personal health issues. This may stem from the fact that Traditional Chinese Medicine was and is more embedded in day-to-day

routines and people’s diets than healthcare trends tend to be in other markets. But whatever the cause, we are not surprised to see businesses such as genomic data and analytics pioneer BGI thrive in China. Likewise, fields of research and development that require population level studies are likely to have greater success in China.

THE ROLE OF TRUST

Our research showed that, aside from the sensitivity towards certain types of data, another important dimension is the extent to which consumers trust a firm with their personal data. As reported in our original article, credit card and new finance companies enjoy the highest level of consumer trust, while banks, technology companies, retailers and phone companies fall in the middle, and social networks have the lowest level of trust. China is no

different to this pattern. New finance firm Alipay tops the list of consumer trust, followed by banking and finance giants China Union Pay, China

Merchant Bank, and Visa. The internet giants are in the middle, together with carriers and consumer electronics firms, and entertainment and social media fall to the bottom. What is different about China, however, is that firms at the higher end of the trust spectrum are more widely trusted. More than 90% of the consumers we interviewed trusted financial services firms to use their data in appropriate ways. This is 10-15 percentage points higher than the trust American and British consumers have for comparable financial services firms in their countries.

This is important, because companies with a high degree of trust will be better able to compete in the market with products and services that use personal data. New products and services in areas such as connected healthcare, home security, personal safety, and smart home all have a potential to be very profitable businesses. But even in China, where

consumers place a relatively low value on their personal data, companies that can earn and maintain the trust of their customers will be better able to succeed in these markets, because customers will more willingly share their information with companies they trust. Conversely, those who abuse their

customer data—or who lose data in security breaches—are likely to be punished by consumers. Chinese customers are fickle and, on average,

technologically savvy. This means they are difficult to win and easy to loose. And while trust in a company’s ability to handle personal data is rather specific and hard to measure, we believe that over time it will become a big part of how a brand is perceived and trusted.

GOING GLOBAL

 Many Chinese product and service firms designing products with data aspire to build on their success in domestic markets to enter global markets. It is a natural move to make, particularly if a firm has honed products and moved ahead of the global competition. However, moving from China, with its customer base that places a relatively low value on personal data, into markets where consumers are more sensitive may be challenging. Firms building products and services that leverage data types that European and American consumers find more sensitive—such as

location data, health history, and digital communication—history will have to offer more value in exchange for their personal data than they do for the China market.

This may involve re-thinking how the data in the product is used. For example, it is more acceptable to consumers to use their personal data to enhance the product experience than it is to use that data for marketing purposes. Firms that offer services that are monetized using targeted advertising may have to re-think their monetization model.

For example, in 2012, a team in frog Shanghai created a smart connected mask, the Airwaves concept, in response to China’s air pollution problem. It uses a PM 2.5 sensor built into a face mask to make location specific

assessments of air quality and to recommend replacing the filter medium in time to remain effective. While the concept emerged in China as a response to the severe air quality issues the country is facing, the idea continues to resonate with companies, media and people worldwide, as air quality is

becoming a bigger problem in many cities outside China. Our findings imply that in order to make the concept work in countries like Germany we will have to re-evaluate our use of location specific data and how it is shared, and we would have to make an extra effort to reassure customers that their health specific data (e.g., whether they replace their filter regularly enough) is safe with us and will only be used in their favor.

COMPETING ON TRUST

Product makers in China face the same fundamentals as the rest of the world when it comes to designing with data. They need to offer relevant value to their customers in the form of enhanced product and service experiences. But they have an advantage compared to their peers in Europe and North America because they enjoy a higher degree or trust with their consumers’ data, and those consumers place value on fewer types of personal data. This combination allows firms servicing the China market to experiment more

freely with products and services that leverage personal data. It may give them an additional advantage as they tackle markets outside of China, because they will be further along the learning path compared to their global competitors.

中文翻译

在中国用数据做设计-机遇与风险并存

蒂莫西·莫雷和莱纳·韦斯勒

2016年1月21日

在一份青蛙研究的个人数据中，中国消费者对自己的个人信息的价值看的很轻，特别是相对于德国和其他国家的消费者来说，个人数据却是被高度重视。

中国的消费者并不看重个人资料

许多公司在中国及世界各地提供产品和服务，从他们的用户利用个人数据，既可以提升产品体验的用户，或通过数据赚钱以支付免费提供给用户产品的成本。例如，芝麻信用是从支付宝提供信贷给那些以前没有信用的人。它通过观察一个人的网络购物历史，网上缴费记录，电话的使用历史，上网行为评估风险，并与300万的注册用户和37万家与中国领先的电子商务公司阿里巴巴交易的企业比较这一点。

我们产生的数据流以智能手机为主，也有来自我们的汽车，连接我们家园的产品，健康和保健设备，社交媒体，通讯工具等- 芝麻信用和类似于此的产品通过数字排使我们我们离开后的现代生活变得更加美好成为可能。通过对以前没有被提供过金融服务的人提供金融服

务，在这种情况下，这些工具使我们的生活变得更好。但是，我们生成和分享的数据比以往更个性化，给企业和有权访问这些数据的组织我们生活的全貌数据。

为了了解消费者如何看待他们的个人资料，并构建一个模型公平交换这个数据，青蛙在2014年进行了一项对五国关于个人数据态度的研究。在这项研究中，中国处于消费者把自己的个人数据的价值放在低端，特别是与德国和其他国家那些对个人数据的较高值相比。只是三种类型的个人数据被认为是受到了广大中国消费者的敏感：其数字通信的历史，他们的政府ID信息，以及他们的信用卡/财务信息。所有中国消费者每天通过他们使用手机和电脑创造的其他数字排，从它们的物理位置到健康历史再到网页浏览历史，并没有高度重视。与此形成鲜明对比的国家，如德国，那里的人把在自己的数字通信的历史拜在几乎多于20倍的价值，同时也放在数据类型更高的价值，如健康史和医疗信息，其中中国消费者却不重视的。

这并不是说中国的用户不太注意个人资料的痕迹和数字排在他们离开后超过其全球的同行。全球范围内，21％的受访者详细的了解数据是如何当他们使用在线服务和智能连接产品时收集的。有趣的是，自从2011年以来意识几乎没有改变，即使在规模和跟踪的复杂性大大增加的情况下。中国用户的意识略低于全球平均水平，为17％，堪比德国用户的16％。此外，中国受访者都在担心他们的个人数据为世界其他地区滥用的同样的潜在危害 - 他们担心有人来偷他们的身份（74％）;有人可能会从他们那偷钱（62％），他们希望保持自己的隐私（62％）。因此，尽管中国的参与者表现出的意识和对他们的个人资料可能被滥用的担忧类似水平相当，他们看待某些类型的个人资料的价值与全球同行不同。

中国可以引领市场

不管是什么文化原因造成中国消费者如何评价他们的个人数据的差异，言外之意是中国组织和正在设计使用个人数据产品和服务的企业是非常积极的。相比它们正在收集的数据类型和它们是如何利用该数据，在我们发表在2015年5月原分析中，我们提供了一个框架，事务所评估他们需要提供使用个人数据的用户服务的价值时使用。产品制造商和服务设计人员可以对建立自己的中国市场的产品有信心，消费者都愿意与他们分享信息。相比于德国市场，设计师们提供个人资料的回报可以更低。它使公司可以推出“最小可行产品”变得更加微乎其微。换句话说，产品和为中国市场设计的数据服务时，设计工程师可以利用新的和未经证实的价值主张更多的风险，并期望获得一定的市场认可。

我们看到这个出来与青蛙在上海工作。最近，我们与全球家喻户晓的白色家电制造商合作，设计一个智能冰箱为它的用户提供健康建议。智能连接冰箱是设计咨询界一位业内人士开玩笑的事，作为在寻找技术能力的一个例子 -自从互联网产生的第一天，我们一直听到关于“冰箱，自我订单牛奶”。但是，这个项目是不同的。这个概念是，在冰箱集中记录冰箱用户的生命体征，包括心脏速率和血液氧合作用，并且为用户做一般健康状况评估。随着时间的推移，它得知谁使用它的不同的个体，并提供健康建议，包括饮食和可能发生的变化和对水化建议等。

在一些国家，如德国和英国，健康数据是被高度重视的，我们希望在一个“健康教练冰箱”最初的兴趣要低，除非交换机提供的价值是非常高的。但在中国，分享健康和医疗数据的敏感性较小，公司可以基于客户的反应学习并改进推出产品，如健康教练冰箱。即使进入市场的第一个价值主张被证明是不理想的，中国的制造商们通过提前学习和全球竞争的过程中纠正越快。

利他主义

与世界其他国家相比，当涉及到共享健康数据为获得更大的利益，中国的消费者是特别豁达。在我们的研究中，我们要求参与者他们是否愿意分享他们的病史与医生和研究人员，如果他们将从共享通过接受医生的提示，信息和新的发现，可以帮助他们直接受益。（见下图）中国受访者76％的人愿意这样做，和一个令人惊讶的63％的人愿意分享，甚至如果他们不直接受益，纯粹为了医学进步。与此相比，全球平均56％谁愿意分享他们的医疗记录进行直接个人利益，46％还会分担更大的利益，即使他们没有获得个人利益。与我们在当地医疗项目的学习收获这些数据的关系。我们注意到，中国人关于个人健康问题非常开放。这可以从一个事实，即中国传统医学是与更嵌入在一天到一天的程序和人们的饮食比医疗的发展趋势往往是在其他市场。但不管是什么原因，我们并不惊讶地看到企业如基因组数据和分析的先驱BGI茁壮成长在中国。同样地，需要种群水平研究的研究和发展领域有可能在中国取得更大的成功。

信托基金的作用

我们的研究显示，除了对某些类型的数据的敏感性，另一个重要的方面是，消费者信任公司与他们的个人数据的程度。正如我们在原来的文章报道，信用卡和新的金融公司享受消费者信赖的最高水平，而银行，科技公司，零售商和电话公司在中间，而社交网络产生信任的最低水平。中国这种模式没有什么不同。新金融公司支付宝位列消费者信任的首位，其次是银行和金融巨头中国银联，中国招商银行和维士卡。互联网巨头都在中间，与运营商和消

费电子公司，以及娱乐和社交媒体落到底部在一起。然而，中国不同的就是在信任频谱的高端企业正在更加广泛信赖。在我们采访的人中超过90％的消费者信赖的金融服务公司以适当的方式利用他们的数据。这比信任美国和英国的消费者在他们的国家相媲美的金融服务公司高出10-15个百分点。

这一点很重要，因为公司具有很高的信任度将能更好地在市场上的产品和使用个人数据服务的竞争。新产品和服务等领域连接医疗保健，家庭安全，人身安全和智能家居都有潜力成为非常有利可图的业务。但是，即使在消费者把他们的个人数据的价值相对较低的中国，能够赢得并保持客户的信任公司将能够更好地在这些市场取得成功，因为客户会更乐意与他们信任的公司共享他们的信息。相反，那些滥用自己的客户数据或者失去安全漏洞数据的企业，很可能会被消费者所惩罚。中国消费者是善变的，且平均来说是精通技术的。这意味着他们很难取胜，容易松动。并且当队公司的处理个人数据的能力的信任是相当具体，难以衡量，我们相信，随着时间的推移它会成为一个品牌是如何被理解和信任的重要组成部分。

走出去

许多中国产品和服务企业的产品设计数据立志打造其在国内市场的成功并进军全球市场。这是一个自然的举动，特别是如果一个公司已经有久经磨练的产品并走在了全球竞争的前列中的时候。然而在客户群把个人数据价值相对看低中国，进入消费者更敏感的市场，可能是更具有挑战性。公司建筑产品和服务，欧洲和美国的消费者找到更敏感，如位置数据，健康史和数字通信的历史杠杆的数据类型将不得不提供更多的价值，以换取他们的个人资料比他们针对中国市场的做法。

这可能涉及重新思考如何使在产品中的数据被使用。例如，使用消费者的个人资料，以提高产品的经验比使用该数据用于营销目的是更可接受的。公司能够提供正在使用有针对性的广告货币化可能需要的服务重新思考自己的盈利模式。

例如，在2012年，一队上海青蛙应对中国的空气污染问题创造了一个智能连接面膜的电波概念。它采用内置于一个面罩，使空气质量的特定位置评估，并建议更换过滤介质，及时有效地保持一个PM 2.5传感器。虽然这个概念在中国成为该国正面临着严峻的空气质量问题的回应，这个想法继续与企业，媒体和民众世界范围内得到共鸣，空气质量正在成为中国以外的许多城市的一个更大的问题。我们的研究结果意味着，为了使德国等国的概念工作

中，我们将不得不重新评估我们的使用位置的具体数据以及它是如何共享的，我们将不得不做出额外的努力，让客户放心，他们的健康的具体数据（例如，他们是否定期足够的替换他们的过滤器）是我们的安全，只会在他们欣然接受的情况下使用。

竞争信任

当涉及到用的数据进行设计时，中国的产品制造商与世界其他地方面临同样的基本面。他们需要为他们的客户提供增强的产品和服务体验的形式相关的价值。但是相比其在欧洲和北美的同行，他们有一个优势，因为他们享有与他们的消费者的数据更高的学位或信任，而这些消费者放在较少类型的个人数据的价值。这种组合使公司服务中国市场与产品和服务，利用个人数据更加自由地进行试验。这可能给他们一个额外的好处，因为他们对付中国以外的市场，因为他们相比全球竞争者进一步沿着的学习路径前进。