The real reason most super apps are not super great
大多数超级应用并不超级好用的真正原因
By Tim Bradshaw
Your smartphone's home screen has space for about 30 apps， depending on the display size. There are more than two million apps in Apple's App Store and nearly 3.5 million on Google Play vying for those slots. The prize for landing one is huge: according to App Annie， a market data company， consumers spent $143bn on apps last year， consuming trillions of hours of screen time.
你的智能手机主屏幕上可以容纳大约30个应用，具体数量取决于屏幕尺寸。苹果的应用商城里有超过200万个应用程序，谷歌商店中有将近350万个应用程序，它们都在激烈争夺这些位置。在主屏幕上成功占据一个位置的好处是巨大的：市场数据公司App Annie的数据显示，去年，消费者在应用上花费了1430亿美元，屏幕使用时长达到数万亿小时。
No wonder， then， that tech companies are racing to turn themselves into “super apps“— one-stop shops for a range of services， designed to entrench their app in your life.
那么，难怪科技公司竞相将自己转型为“超级应用”——提供各种服务的一站式商店，其设计目的就是让它们的应用在你的生活中扎根。
The grandfather of super apps is Tencent's WeChat. In China， it's used for everything from messaging and gaming to food delivery and paying the rent， and has some 1.25 billion users. It launched in 2011， just as smartphone sales in China exploded.
超级应用们的鼻祖是腾讯微信。在中国，从发消息、玩游戏到送餐和支付租金，一切皆可用微信；它约有12.5亿用户。微信于2011年面世，恰逢智能手机销量在中国爆炸式增长。
A few Big Tech companies are dominant enough to colonise multiple places on home screens. Google， Facebook， Apple， Microsoft and Amazon， as well as Tencent and ByteDance in China， have all succeeded in building a “family of apps“， each with a more focused function.
一小部分科技巨头公司的主导地位，足以让他们在主屏幕上占据多个位置。谷歌、脸书、苹果、微软和亚马逊，以及中国的腾讯和字节跳动，都成功打造了一个“应用全家桶”，其中每一个应用都有其更重点突出的功能。
But developers that respond by bundling ever more features into a super app risk frustrating users. Single-purpose apps are faster and easier to navigate. By contrast， the super-app approach involves cramming as many features as possible into one bloated piece of software.
但如果开发者为了应对这一情况，将更多功能捆绑进一个超级应用中，就会承担令用户失望的风险。单一用途的应用程序操作起来更快、更容易。相比之下，超级应用的做法是将尽可能多的功能塞进一个臃肿的应用软件中。
This is a real issue with super apps: most solve a problem for the company， not the customer.
这就是超级应用真正的问题所在：它们大多是在为公司，而不是为用户解决问题。
生词好句
1.the reason (why/that)+从句
拓展:
We would like to know the reason (why/that) she didn't accept the job.
我们想知道她为什么没有接受这个职位。
2.super app
超级应用
3.super great
非常棒
拓展:
在口语中，常用“super“来表达“extremely/exceptionally“的意思，以强化语气。
The meals in this restaurant are super good.
这家餐厅的套餐真的很棒！
4.display size
显示屏的尺寸
拓展:
display resolution显示屏分辨率
5.vie
英[vaɪ]美[vaɪ]
vi.激烈竞争（to compete very hard with someone in order to get something）
拓展:
32 teams are vying for the championship.
32支球队将为了冠军展开激烈竞争。
6.land
英[lænd]美[lænd]
vt.（轻而易举或意外地）得到，获得
7.(It is) no wonder (that)...
难怪......，......一点都不奇怪
拓展:
He's been an alcoholic for 20 years. It's no wonder that he has so many health problems.
他酗酒20年，难怪他的健康出了很多问题。
8.then
英[ðen]美[ðen]
adv.那么
9.race
英[reɪs]美[reɪs]
vi.竞争（to compete）
10.entrench
英[ɪnˈtrentʃ]美[ɪnˈtrentʃ]
vt.牢固确立，深深地扎根（to establish something firmly so that it cannot be changed）
拓展:
He has been entrenched in the new company.
他在新的公司扎下了根。
11.some
英[sʌm]美[sʌm]
adv.大约，差不多（around， about）
12.launch
英[lɔːntʃ]美[lɑːntʃ]
v.产品上线、投放到市场
13.explode
英[ɪkˈspləʊd]美[ɪkˈsploʊd]
vi.激增（to increase very quickly）
拓展:
The demand for working remotely has exploded since 2020.
2020年以来，远程办公的需求快速增加。
14.succeed in doing sth.
在某件事情上取得成功
15.family of apps
家族式应用，全家桶
16.risk+n./risk doing sth.
承担某种风险，明知有风险却还要做（If you risk doing something， you do it even though you know there might be bad results.）
拓展:
He risked losing everything if his company fails.
如果他的公司失败了，他面临的风险是失去一切。
17.navigate
英[ˈnævɪɡeɪt]美[ˈnævəɡeɪt]
v.（文中）操作，操纵；（本义）导航，找到方向
18.by/in contrast
相比之下
19.cram
英[kræm]美[kræm]
vt.填满，塞满
拓展:
cramming填鸭式教学法
20.bloated
英[ˈbləʊtɪd]美[ˈbloʊtɪd]
adj.臃肿的；吃撑的
拓展:
bloat
v.使......肿胀，膨胀