????換言之，僅僅是簡(jiǎn)單地加上移動(dòng)和社交元素確實(shí)價(jià)值十分有限。

????不過(guò)，要讓企業(yè)很快就不再往自己的產(chǎn)品中捆綁社交或移動(dòng)特性卻實(shí)在是天方夜譚。據(jù)最新估算，全世界現(xiàn)在共有約10億部智能手機(jī)。如果這個(gè)數(shù)字再加上近15億社交媒體用戶的話，就不難理解，為什么會(huì)有那么多企業(yè)把這兩大領(lǐng)域看成志在必得的香餑餑了。

????但是事實(shí)證明，要找到成功秘訣真是難于登天。理解Facebook的成功之道并不難——因?yàn)榫驮谒闹饕獙?duì)手Myspace變得日益丑陋笨拙時(shí)，它卻向合適的用戶提供了恰到好處的體驗(yàn)。而對(duì)那些想及時(shí)傾吐心聲的人來(lái)說(shuō)，Twitter讓他們覺得很舒服。但是，為什么Pinterest能成功，谷歌那個(gè)倒霉的Buzz卻一敗涂地呢？為什么同樣是智能手機(jī)，iPhone就成了大家的最愛，諾基亞的Lumia 900卻不招人待見呢？

????我們每個(gè)人心里都有自己的答案。而我們這些隨處都在貪婪地搜尋移動(dòng)和社交服務(wù)的消費(fèi)者無(wú)疑支撐著這兩大領(lǐng)域的每一步發(fā)展。

????譯者：清遠(yuǎn)

????Simply having mobile and social elements, in other words, means very little.

????Still, it's highly unlikely companies will stop bundling social or mobile features into their products anytime soon. According to the latest estimates, there are approximately 1 billion smartphones floating around the world right now. Add that to the nearly 1.5 billion social media users, and it's apparent why so many companies are seeing those spaces as viable targets.

????Finding the secret to success, however, has proven most difficult. It's easy to see why Facebook succeeded -- it delivered the right experience to the right users at a time when its chief competitor, MySpace, was getting ugly and unwieldy. And Twitter scratched the itch for those who wanted to quickly express themselves. But why did Google's ill-fated Buzz fail where Pinterest has succeeded? Why is the iPhone our favorite smartphone and not the Nokia Lumia 900?

????Your guess is as good as mine. And today's consumers, voraciously seeking mobile and social services at every turn, are benefiting each step of the way.