Disney looking to make a unified ‘super app,’ report says
Disney looking to make a unified ‘super app,’ report says
报道称迪士尼正计划打造一款统一的“超级应用”
Disney senior executives could potentially combine Disney+ with other apps like Disneyland Resort and Disney Cruise Line Navigator to make one unified app, according to a report from Bloomberg. Sources said these discussions were at an early stage, but that they are referring to this as a “super app” internally.
据彭博社报道，迪士尼高管可能计划将 Disney+ 与迪士尼乐园（Disneyland Resort）和迪士尼邮轮导航（Disney Cruise Line Navigator）等其他应用整合，打造一款统一的应用程序。消息人士称，相关讨论尚处于早期阶段，但内部已将其称为“超级应用”。
Disney CEO Josh D’Amaro, who took over for Bob Iger earlier this year, has emphasized his intent to streamline the Disney experience, making the relationship between Disney+ and the Disney parks more cohesive. “Disney+ becomes the primary relationship between Disney and its fans, the place where everything comes together,” D’Amaro said on Disney’s quarterly earnings call this week.
今年早些时候接替鲍勃·伊格（Bob Iger）出任迪士尼首席执行官的乔什·达马罗（Josh D’Amaro）强调，他打算精简迪士尼的用户体验，使 Disney+ 与迪士尼乐园之间的联系更加紧密。达马罗在本周的季度财报电话会议上表示：“Disney+ 将成为迪士尼与其粉丝之间的主要纽带，成为一切汇聚的中心。”
The project is a bit reminiscent of Elon Musk’s desire to turn X into an “everything app” like China’s WeChat (though X recently launched a stand-alone chat app, which is counterintuitive). But instead of encompassing literally everything like payments and messaging, Disney’s ambition to bring all of its mobile platforms under one app is a bit more feasible, though still a bit eyebrow-raising.
该项目让人联想到埃隆·马斯克（Elon Musk）希望将 X 打造成为像中国微信那样的“万能应用”（尽管 X 最近推出了一款独立的聊天应用，这与初衷背道而驰）。不过，与涵盖支付和通讯等方方面面的目标不同，迪士尼将所有移动平台整合到一个应用中的雄心似乎更具可行性，尽管这一举动仍令人感到意外。
It’s likely that D’Amaro wants to increase interest in the parks by getting Mickey Mouse in front of more Disney+ subscribers. It’s worth noting that Disney+ subscribers and Disney parks visitors aren’t necessarily the same customers, which could prove awkward if the Disney+ app were bogged down with advertisements for cruises.
达马罗很可能是希望通过让米老鼠出现在更多 Disney+ 订阅用户面前，来提升他们对迪士尼乐园的兴趣。值得注意的是，Disney+ 的订阅用户与迪士尼乐园的游客并不完全重合，如果 Disney+ 应用中充斥着邮轮广告，可能会显得有些突兀。