the.world.is.flat-第16部分

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full　advantage　of　the　fiber's　full　capacity。　But　every　year　since　then；　the　optical　
switches　


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at　each　end　of　that　fiber　cable　have　gotten　better　and　better；　meaning　that　more　and　
more　voices　and　data　can　be　transmitted　down　each　fiber。　So　as　the　switches　keep　
improving；　the　capacity　of　all　the　already　installed　fiber　cables　just　keeps　growing；　
making　it　cheaper　and　easier　to　transmit　voices　and　data　every　year　to　any　part　of　
the　world。　It　is　as　though　we　laid　down　a　national　highway　system　where　people　were　
first　allowed　to　drive　50　mph；　then　60　mph；　then　70　mph；　then　80　mph；　then　eventually　
150　mph　on　the　same　highways　without　any　fear　of　accidents。　Only　this　highway　wasn't　
just　national。　It　was　international。　
〃Every　layer　of　innovation　gets　built　on　the　next；〃　said　Andreessen；　who　went　on　from　
Netscape　to　start　another　high…tech　firm；　Opsware　Inc。　〃And　today　the　most　profound　
thing　to　me　is　the　fact　that　a　fourteen…year…old　in　Romania　or　Bangalore　or　the　Soviet　
Union　or　Vietnam　has　all　the　information；　all　the　tools；　all　the　software　easily　
available　to　apply　knowledge　however　they　want。　That　is　why　I　am　sure　the　next　Napster　
is　going　to　come　out　of　left　field。　As　bioscience　becomes　more　computational　and　less　
about　wet　labs；　and　as　all　the　genomic　data　becomes　easily　available　on　the　Internet；　
at　some　point　you　will　be　able　to　design　vaccines　on　your　laptop。〃　
I　think　Andreessen　touches　on　what　is　unique　about　the　flat　world　and　the　era　of　
Globalization　3。0。　It　is　going　to　be　driven　by　groups　and　individuals；　but　of　a　much　
more　diverse　background　than　those　twelve　scientists　who　made　up　Andreessen's　world　
when　he　created　Mosaic。　Now　we　are　going　to　see　the　real　human　mosaic　emerge…from　
all　over　the　world；　from　left　field　and　right　field；　from　West　and　East　and　North　
and　South…to　drive　the　next　generation　of　innovation。　Indeed；　a　few　days　after　
Andreessen　and　I　talked；　the　following　headline　appeared　on　the　front　page　of　The　
New　York　Times　（July　15；　2004）：　〃U。S。　Permits　3　Cancer　Drugs　from　Cuba。〃　The　story　
went　on　to　say；　〃The　federal　government　is　permitting　a　California　biotechnology　
company　to　license　three　experimental　cancer　drugs　from　Cuba…making　an　exception　to　
the　policy　of　tightly　restricting　trade　with　that　country。〃Executives　of　the　company；　
CancerVex；　said　that　〃it　was　the　first　time　an　American　biotechnology　company　had　
obtained　permission　to　license　a　drug　from　Cuba；　a　country　that　some　industry　
executives　and　scientists　say　is　surprisingly　strong　in　
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biotechnology　for　a　developing　nation　。　。　。　More　than　1　billion　was　spent　over　the　
years　to　build　and　operate　research　institutes　on　the　west　side　of　Havana　staffed　
by　Cuban　scientists；　many　of　them　educated　in　Europe。〃　
Just　to　summarize　again：　The　PC…Windows　flattening　phase　was　about　me　interacting　
with　my　computer　and　me　interacting　with　my　own　limited　network　inside　my　own　company。　
Then　came　along　this　Internet…e…mail…browser　phase；　and　it　flattened　the　earth　a　
little　bit　more。　It　was　about　me　and　my　computer　interacting　with　anyone　anywhere　
on　any　machine；　which　is　what　e…mail　is　all　about；　and　me　and　my　computer　interacting　
with　anybody's　Web　site　on　the　Internet；　which　is　what　browsing　is　all　about。　In　short；　
the　PC…Windows　phase　begat　the　Netscape　browsing…e…mail　phase　and　the　two　together　
enabled　more　people　to　communicate　and　interact　with　more　other　people　anywhere　on　
the　planet　than　ever　before。　


But　the　fun　was　just　beginning。　This　phase　was　just　the　foundation　for　the　next　step　
in　flattening　the　flat　world。　

Flatten　

Work　Flow　Software　
Let's　Do　Lunch：　Have　Your　Application　
Talk　to　My　Application　
I　met　Scott　Hyten；　the　CEO　of　Wild　Brain；　a　cutting…edge　animation　studio　in　San　
Francisco　that　produces　films　and　cartoons　for　Disney　and　other　major　studios；　at　
a　meeting　in　Silicon　Valley　in　the　winter　of　2004。1　had　been　invited　by　John　Doerr；　
the　venture　capitalist；　to　test　out　the　ideas　in　this　book　to　a　few　of　the　companies　
that　he　was　backing。　Hyten　and　I　really　hit　it　off；　maybe　because　after　hearing　my　
arguments　he　wrote　me　an　e…mail　that　said；　〃I　am　sure　in　Magellan's　time　there　were　
plenty　of　theologians；　geographers；　and　pundits　who　wanted　to　make　the　world　flat　
again。　I　know　the　world　is　flat；　and　thank　you　for　your　support。〃　A　man　after　my　own　
heart。　

When　I　asked　him　to　elaborate；　Hyten　sketched　out　for　me　how　animated　films　are　
produced　today　through　a　global　supply　chain。　I　understood　immediately　why　he　too　
had　concluded　that　the　world　is　flat。　〃At　Wild　Brain；〃　he　said；　〃we　make　something　
out　of　nothing。　We　learn　how　to　take　advantage　of　the　flat　world。　We　are　not　fighting　
it。　We　are　taking　advantage　of　it。〃　
Hyten　invited　me　to　come　and　watch　them　produce　a　cartoon　segment　to　really　appreciate　
how　flat　the　world　is；　which　I　did。　The　series　they　were　working　on　when　I　showed　
up　was　for　the　Disney　Channel　and　called　Higglytown　Heroes。　It　was　inspired　by　all　
the　ordinary　people　who　rose　to　the　challenge　of　9/11。　Higglytown　〃is　the　typical　
1950s　small　town；〃　said　Hyten。　〃It　is　Pleasantville。　And　we　are　exporting　the　
production　of　this　American　small　town　around　the　world…literally　and　figuratively。　
The　foundation　of　the　story　is　that　every　person；　all　the　ordinary　people　living　their　
lives；　are　the　heroes　in　this　small　town…from　the　schoolteacher　to　the　pizza　delivery　
man。〃　
This　all…American　show　is　being　produced　by　an　all…world　supply　chain。　〃The　recording　
session；〃　explained　Hyten；　〃is　located　near　the　artist；　usually　in　New　York　or　L。A。；　
the　design　and　direction　is　done　in　San　Francisco；　the　writers　network　in　from　their　
homes　（Florida；　London；　New　York；　Chicago；　LA；　and　San　Francisco）；　and　the　animation　
of　the　characters　is　done　in　Bangalore　with　edits　from　San　Francisco。　For　this　show　
we　have　eight　teams　in　Bangalore　working　in　parallel　with　eight　different　writers。　
This　efficiency　has　allowed　us　to　contract　with　fifty　'stars'　for　the　twenty…six　
episodes。　These　interactive　recording/writing/　animation　sessions　allow　us　to　record　
an　artist　for　an　entire　show　in　less　than　half　a　day；　including　unlimited　takes　and　
rewrites。　We　record　two　actors　per　week。　For　example；　last　week　we　recorded　Anne　Heche　
and　Smokey　Robinson。　Technically；　we　do　this　over　the　Internet。　We　have　a　VPN　＇virtual　
private　network＇　configured　on　computers　in　our　offices　and　on　what　we　call　writers'　


'footballs；'　or　special　laptop　computers　that　can　connect　over　any　cat…5　Ethernet　
connection　or　wireless　broadband　connection　in　the　'field。'　This　VPN　allows　us　to　
share　the　feed　from　the　microphone；　images　from　the　session；　the　real…time　script；　
and　all　the　animation　designs　amongst　all　the　locations　with　a　simple　log…in。　There…　
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fore；　one　way　for　you　to　observe　is　for　us　to　ship　you　a　football。　You　connect　at　
home；　the　office；　most　hotel　rooms；　or　go　down　to　your　local　Starbucks　＇which　has　
wireless　broadband　Internet　access＇；　log　on；　put　on　a　pair　of　Bose　noise…reduction　
headphones；　and　listen；　watch；　read；　and　comment。　'Sharon；　can　you　sell　that　line　
a　little　more？'　Then；　over　the　eleven…week　production　schedule　for　the　show；　you　can　
log　in　twenty…four　hours　a　day　and　check　the　progress　of　the　production　as　it　follows　
the　sun　around　the　world。　Technically；　you　need　the　'football'　only　for　the　session。　
You　can　use　your　regular　laptop　tofollow　the　'dailies'　and　'edits'　over　the　production　
cycle。〃　
I　needed　to　see　Wild　Brain　firsthand；　because　it　is　a　graphic　example　of　the　next　
layer　of　innovation；　and　the　next　flattener；　that　broadly　followed　on　the　Berlin　
Wall…Windows　and　Netscape　phases。　I　call　this　the　〃work　flow　phase。〃　When　the　walls　
went　down；　and　the　PC；　Windows；　and　Netscape　browser　enabled　people　to　connect　with　
other　people　as　never　before；　it　did　not　take　long　before　all　these　people　who　were　
connecting　wanted　to　do　more　than　just　browse　and　send　e…mail；　instant　messages；　
pictures；　and　music　over　this　Internet　platform。　They　wanted　to　shape　things；　design　
things；　create　things；　sell　things；　buy　things；　keep　track　of　inventories；　do　somebody　
else's　taxes；　and　read　somebody　else's　X…rays　from　half　a　world　away。　And　they　wanted　
to　be　able　to　do　any　of　these　things　from　anywhere　to　anywhere　and　from　any　computer　
to　any　computer…seamlessly。　The　wall…Windows…Netscape　phases　paved　the　way　for　that　
by　standardizing　the　ways　words；　music；　pictures；　and　data　would　be　digitized　and　
transported　on　the　Internet…so　e…mail　and　browsing　became　a　very　rich　experience。　
But　for　all　of　us　to　go　to　the　next　stage；　to　get　more　out　of　the　Internet；　the　
flattening　process　had　to　go　another　notch。　We　needed　two　things。　We　needed　
programmers　to　come　along　and　write　new　applications…　new　software…that　would　enable　
us　really　to　get　the　maximum　from　our　computers　as　we　worked　with　these　digitized　
data；　words；　music；　and　pictures　and　shaped　them　into　products。　We　also　needed　more　
magic　pipes；　more　transmissions　protocols；　that　would　ensure　that　everyone's　software　
applications　could　connect　with　everyone　else's　software　applications。　In　short；　we　
had　to　go　from　an　Internet　that　just　connected　peo74　
pie　to　people；　and　people　to　their　own　applications；　to　an　Internet　that　could　connect　
any　of　my　software　programs　to　any　of　your　software　programs。　Only　then　could　we　really　
work　together。　
Think　of　it　this　way：　In　the　beginning；　work　flow　consisted　of　your　sales　department　
taking　an　order　on　paper；　walking　it　over　to　your　shipping　department；　which　shipped　
the　product；　and　then　someone　from　shipping　walking　over　to　billing　with　a　piece　of　
paper　and　instructing　them　to　churn　out　an　invoice　to　the　customer。　As　a　result　of　
the　Berlin　Wall…Windows…Netscape　phases；　work　flow　took　a　huge　leap　forward。　Now　your　


sales　department　could　electronically　take　that　order；　e…mail　it　to　the　shipping　
department　within　your　own　company；　and　then　have　the　shipping　department　send　out　
the　product　to　the　customer　and　automatically　spit　out　a　bill　at　the　same　time。　The　
fact　that　all　the　departments　within　your　company　were　seamlessly　interoperable　and