双语｜有车一族请注意：你的车可能会成为移动的数据收割机

双语｜有车一族请注意：你的车可能会成为移动的数据收割机

摘要

You may have thought the primary purpose of your car was to get you and your friends/family from A to B. You may even have thought that a lesser secondary purpose of your car was being a storage device, a wealth signalling asset oranobjet d......You may have thought the primary purpose of your car was to get you and your friends/family from A to B. You may even have thought that a lesser secondary purpose of your car was being a storage device, a wealth signalling asset oranobjet d’art.

现代人与汽车有着难以分舍的关系，它是你接送爸爸妈妈叔叔阿姨等亲朋好友街坊邻里的最佳交通工具，是一辆小型的存储设备，是身份和地位的标志。

But you were wrong.

但是，请不要让这些通俗观念限制了你的想象。

In the future, your car will become a data harvesting machine. That's because, dear friends, it's the only way current car manufacturers will be able to compete with the digital disruptors aggressively knocking on the door of theirindustries.

Or so at leastsays Morgan Stanley's Adam Jonas and team this week in a note entitled…What if Ford were run like a tech company?...

在大数据时代，我们应该要沿着创新创新再创新的方向率先前进。没错！你的汽车将会成为一台移动的数据收割机。没错！收割的就是你的个人隐私数据。这是因为，亲爱的朋友们，这是我们当代汽车制造商与时俱进，抵抗数据商业竞争的途径。至少，大摩的Adam Jonas和他的团队在他们发表的一篇名为《如果福特像一家科技公司那般运营》的文章中是如此认为的。

For data harvesting nirvana to be achieved, the following steps first need to be taken by traditional automakers.

想要实现自动车数据采集这个旷世之举，传统的汽车制造商首先需要采取以下步骤。

Turn the car into a sensor, and harvest all the data.Without this first step,nothing else can be done. Giving the cars the gift of intelligent data collection (a smart pipe) is the fundamental prerequisite to all adjacent monetization efforts. We estimate the cost of ‘sensorizing’ the car to be in the range of $500 to $1,000 per unit. The harder part is reengineering the complete electric architecture and operating system – a task not so difficult for players in tech land.The key here is that the OEMs own the data.

第一步，将车转变成传感器，然后收集所有的数据。也就是说，要让汽车具备能够感受到被测量信息的能力，并且使之成为能将感受到的信息，按一定规律变换成为电信号或其他所需形式信息输出的装置。这是最重要也是最基本的前提。我们预估将汽车“传感化”的成本为每单位500美元至1000美元。“传感化”工作中，较困难的部分为重新设计原先的电子架构和操作系统，但是这对技术领域的玩家们来说应该不是一件无法实现的事。这里值得我们注意的是，这些汽车采集、存储、传输和应用的数据，正是我们个人隐私的数据。而我们的汽车原始设备制造商对这些关乎我们隐私的信息具有所有权。

Turn vehicle owners into service and experience subscribers.Once step one is complete, the OEM must then attach itsdata-harvesting terrestrial transport service devices to a network and a pricing mechanism based on a pay-as-you-go, application-based or monthly subscription model. Sound familiar? We estimate that an immersive transport service canyield annual income per car of $300 to $1,500 per year or more depending on the application. Income would be derived not so much from the transportation itself(likely executed at cost or a small loss), but through paid search, content and other areas. Payback periods can be as little as a few months to two or three years.

第二步，将车主转变为各大服务行业的目标客户。一旦实现步骤一，这些设备制造商将会将汽车所采集到的我们个人数据传输至一个网络平台或应用程序进行出售。取决于应用程序的不同，我们预计即使是直接出售纯数据，一辆车每年可为汽车制造商带来300美元至1500美元的收入。然而，这并不是制造商的获利方式，他们还可以对数据进行结构化分析后再出售其内容，或者是通过付费搜索等其他领域来谋利。其投资回报期可能只需要几个月或两至三年。

Each 1 cent per passenger mile traveled is worth roughly $50bn of revenue annually in the US (based on 5trpassenger miles) and $150bn of revenue globally per annum. Our 2040 forecast of 32tr miles globally could represent 50 to 100tr passenger miles annually(depending on pooling and utilization rates), suggesting a sizeable revenue opportunity. We estimate that Ford's global fleet executes around 2bn miles perday, and GM's fleet executes in excess of 2.5bn miles per day.

假设一辆汽车行驶1英里可收集到的数据价值为1分钱，仅在美国每年就有大约5万亿英里的累计汽车行驶路程，那就是每年5百亿美元的收入。到了2040年，我们预测全球累计汽车行驶路程将暴增到每年50万亿至100万亿英里。这将会是一笔相当可观的收入。到时候，我们预计福特汽车的全球舰队每天可收集高达20亿英里的数据，而通用汽车的全球舰队可提取大约25亿英里以上的数据。

Of course, how much of the population actuallywants their car to become a fully-connected data-harvesting info tainment machine isn't really up for negotiation. The producers and analysts have dictated it and so it will be.

当然，这当中又有多少人真的同意让他们的汽车成为一个随时随地连线的数据传输处理器呢？但是消费者在这里并不具备谈判的权利，汽车生产商拥有绝对决定权。

What if that'snotwhat people want? Here's something else to consider.

但是，如果我们真的无法接受这些呢？让我们换一个角度来思考这个问题。

This reporter has been a victim of car theft at least twice in her life. As a result, I see some rationale in having a fully connected car forthe purpose of putting off would-be thieves through tracking technology.

假设有一名记者，她这一生中至少有两次成为汽车盗窃案中的受害者。因此，我理解她会希望汽车上能安装一个连线的跟踪设备，当然在这里跟踪器的主要目的是为了让潜在的窃贼失去盗窃的兴趣。

But here's the problem. Despite the proliferation of CCTV and all sorts of tracking devices, there's hardly been a dent in the number of valuable assets (from mobile phones to cars) being pinched in the UK over the last five years. In fact, after years of diminishing car theft statistics, the latest figures seem to suggest it'son the rise again.

但问题就在这里，即使闭路电视监控系统和各种跟踪设备在不断地增加，在过去的五年里，英国的盗窃犯罪率几乎没有任何改变。事实上，最新的数据表明汽车盗窃统计数据从原先的渐减变为上升趋势。

So does tracking tech really make it any harder to steal such items or for that matter, any easier to locate and repossess them?

这时候，让我们来探讨一个问题，跟踪技术的开发和应用真的可以减少盗窃犯罪率吗？在财产失窃的情况下，跟踪技术真的能够帮助我们寻回财产吗?

To answer that, let me indulge in a personal anecdote. This weeka family member’s transit van was stolen in London. You’d think that in oursurveillance society, said van would be easily traced and stopped.

为了回答这个问题，让我给大家说说一个我亲身经历的故事。就在本周，我一位亲戚的货车在伦敦被偷了。我们都以为，在我们这个富强、民主、文明、和谐的现代化社会，一辆那么大的货车如果被偷了警察叔叔应该很容易能追踪到。

No such luck. More than 36 hours after reporting the crime we’restill waiting for an official crime reference number to be allocated to us.Plus, no-one from the police has even bothered to make contact.

事情的真相总是不如我们想象的那般美好。在拨打110长达36个多小时后，我们居然还在等号排队备案！电影中，案发后警方立即锁定嫌犯并开始全城地毯式搜捕、枪战爆炸、飙车漂移等精彩刺激的场面，果然都没有发生。

The question is, if said van was fully data-tracking enabled,would our chances of retrieving it have been any greater? My hunch isno,becauserogue vigilantism is hardly an option for most people.So whatifI can see my car is doing the rounds 100 miles away from where I last left. CanI or any member of of my family do anything about it? Of course not.

如果说我家亲戚被偷的那辆货车真的有安装跟踪设备，那我们寻回它的可能性会不会因此提高呢？我认为不会。因为不是每一个人都具备维护社会治安秩序，制止和惩治犯罪活动的权利和能力。那些都是警察叔叔的职责。即使通过追踪设备我得知那辆被偷的货车在哪里，我或我的家人能做些什么吗？当然什么都不能做。

Information is useless unless someone’s actually powerful enoughto act on it. And currently police resources are too thin to go round.

能被利用并达到预期目的的信息才是真正有用的信息，反之则无用。由于警察资源太薄弱，我们的信息无法被利用，故而无用。

But here’s the extraordinary thing. Turns out — since I’ve beendoing some informal research into this topic on the back of the theft — if yousubscribe to any of the fancy security firms like Verisure on the market, whichcharge a monthlysubscription for securityservices, a guaranteed policeresponseservice is included in the bundle.

但是这里我想要分享一件不同寻常的事，如果你成为一些昂贵的安保公司的客户，每个月支付一定的费用，一旦出现任何需要报警的事故，安保公司提供的服务套餐中保证一定会有警方出面全力配合工作。

Yes, you read that right. That would be a guaranteed publiclyfundedpoliceresponse service.

是的，没错。安保公司的服务当中居然有“警方出面全力配合工作”这一项。

Something surely doesn’t square here. What we’re seeing isn’tjust the Amazon premiumisation of society in terms of premium delivery,infotainment and shopping services being provided only to those who can affordto be members of a privileged subscription club. It’s the Amazon premiumisationof basic civil resources.

一定是哪个地方出了问题。在万物互联的今天，成为某公司的钻石级会员并每月支付昂贵的费用，你不仅能享受到快递隔日送达，七天免费退换，绝对正品保障等优质服务，该公司还保证让你享受到身为一位公民应享有的基本权利。贫穷再一次限制了我们的想象力。

If you deconstruct what’s really going on, you realise itamounts to suppressed pricing pressure feeding its way right back into society.That’s both a reflection of us collectively not paying enough in taxes to fundbasic public resourcesandnot being able to afford the outrightticket prices of goods and services we would otherwise have expected to ownoutright in other eras.

当我们剖析整个事件并能够正视问题核心的时候，我们意识到这其实是我们英国面临的当代社会问题之一。由于我国税收不能为国家基础公共设施及机构提供足够的资金，基础公共机构资源的稀缺最终导致我们无法享受身为一位公民应享有的正常权益。

The switch to monthly subscriptions models in that case is asmuch the emergence of a compensatory private-sector tax system, which drawsrents from the public to non-democratically operated oligopolies, as it isabout private service provision or the creation of profitable business models.

这种付费服务升级的切换，只不过是变相的税收，是这些私人服务机构创新的盈利商业模式。

金库君总结：

大数据时代没有隐私，我们应该积极预防个人数据被卖来卖去。跟踪技术的运用无法直接保障公共治安，打击犯罪分子守护世界和平还是需要公安机关。让大家善待警察叔叔！

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