新浪:實名規定打擊微博人氣
Sina Corp has warned that its popular microblogging service will suffer from Beijing's requirement that users of Sina Weibo register under their real names.
新浪公司(Sina Corp)警告稱，其人氣頗高的微博服務——新浪微博(Sina Weibo)將受到中國官方實名制要求的打擊。The real-name registration requirement, which the Chinese government has said must be completed by March 16, "will have a negative impact on user activity in the short term," Charles Chao, chief executive, told investors yesterday.
中國政府規定，實名認證必須最遲在3月16日完成。新浪首席執行官曹國偉(Charles Chao)昨日對投資者表示，這將在短期對用戶活動造成負面影響。The warning is set to sour sentiment towards Sina shares, as it comes just as investors are getting impatient to see the company make money from Sina Weibo.
這一警告勢必打擊新浪股票的人氣，因爲新浪發佈警告之際，投資者正迫不及待地期待該公司利用新浪微博創收。
Sina reported a $9.3m net profit, 14 cents per share, for the fourth quarter of 2011 as opposed to a $100m loss a year earlier. However, excluding writedowns and other adjustments, earnings more than halved to 21 cents per share compared with a year earlier.
新浪報告2011年第四季度實現930萬美元淨利潤，相當於每股14美分，而該公司在上年同期虧損1億美元。不過，若剔除減記和其它調整項目的影響，第四季度每股收益則同比下降一半多，至每股21美分。In the face of new government restrictions, slow moves by Sina to monetise Weibo and fierce competition in the microblogging market, the stock fell to $48 by the end of last year from a $142 peak last April, but it has recovered more than 13 per cent in 2012.
面對新的政府限制措施、新浪在推進微博商業化方面動作遲緩，再加上微博市場競爭激烈，新浪股價從去年4月每股142美元的峯值降至去年底的每股48美元，但進入2012年以來已反彈逾13%。Sina said it aimed to start monetising Weibo in the second half of this year, an announcement long awaited by investors, but did not expect to see significant revenue contributions from the Twitter equivalent until next year. The company plans to make money from Weibo mainly through advertising, fees from enterprise accounts and revenue sharing from virtual goods.
新浪表示，力求在今年下半年啓動微博商業化（這項宣佈是投資者期待已久的），但在明年之前並不預期這項類似於Twitter的服務會對營收作出顯著貢獻。該公司計劃主要通過廣告、企業賬戶收費和虛擬商品營收分成等渠道來利用微博創收。A platform it launched last year on which third-party developers can offer games to Weibo users will end its free period in June, Mr Chao said.
曹國偉表示，新浪在去年開通、讓第三方開發商向微博用戶提供遊戲的一個平臺，到今年6月將結束免費試用期。Before that, Sina plans to pour more money into the service than last year. Mr Chao said he expected $160m of Weibo-related costs this year, compared with about $120m in 2011.
在此之前，新浪計劃向這項服務投入比去年更多的資金。曹國偉表示，他預期今年會有1.6億美元的微博相關成本，高於2011年的1.2億美元。That comes as prospects for online advertising — Sina's main source of revenue — are uncertain. The company said it expected revenue in the first quarter to grow less than 10 per cent year-on-year, compared with 19 per cent last year. Mr Chao pointed to a drop of more than 3 per cent in traditional ad spending in the Chinese market in January as ecommerce companies are cutting their ad spend, and because of an expected decline in advertising by car companies, the largest advertisers on Sina's online portal, this quarter.
目前，新浪的主要營收來源——在線廣告——的前景存在不確定性。該公司表示，預期今年首季營收同比增長不到10%，而去年同期的同比增長達到19%。曹國偉指出，1月份中國市場傳統廣告支出下降逾3%，原因是電子商務公司紛紛削減廣告支出，同時汽車企業在第一季度的廣告支出預期也會下降。汽車企業是新浪門戶網站上的最大廣告商。The new government rules are already affecting Sina Weibo. Mr Chao said more than 40 per cent of users who tried to complete registration failed to pass the identity verification. He said they would probably no longer be allowed to post messages after the March 16 deadline.
新的政府規定已經在影響新浪微博。曹國偉表示，40%以上試圖完成註冊的用戶未能通過實名認證檢驗。他說，這些人在3月16日的最後期限過後很可能不再能發表內容。譯者:和風
