Facebook即将发布Facebook智能手机软件包之前的一周，公司CEO马克•扎克伯格接受了《财富》高级作家杰西•亨佩尔的专访，谈到了他改造Facebook的举措，目的是满足大量用户通过智能手机登录社交网络的需求。（专访全文将刊登在４月２９日的《财富》杂志上）以下是本次采访的部分摘要：

    财富：请谈谈贵公司向一家移动导向型企业转变的过程。

    扎克伯格：当年iPhone刚刚推出的时候，我们构建的应用就是iPhone第一批应用中的一个。当时我们构建的架构要远远领先于别人。当时是２００８年左右，那时Facebook的设计是，你把程序打开后，里面就有各种各样的图标。当时我们还不知道世界将主要被iPhone和Android系统垄断。当时黑莓（Blackberry）手机也是一方霸主，而且仍在继续增长。而且我们当时也知道，微软（Microsoft）也将会对Windows采取一些行动。我们认为，未来将会出现四五个不同的操作系统，所以我们应该投资构建一个能跨越所有主要操作系统的架构。我们花了一年时间来构建这个架构，然后推出了它。

    《财富》：当时它的时间表？

    扎克伯格：大概到２０１１年底的时候，我们把它推了出来。大概过了三四个月，我们觉得，“它还不错，但永远达不到我们想要的质量水准。”当时我们处在一个很艰难的处境，我们在研发上花了很长时间，但是这个世界已经再次进步了。人们可以说在重度使用Facebook应用。人们在手机和应用上花的时间有超过２０%都是在使用Facebook。所以我们觉得，我们真的还没有达到我们想要提供的质量水准。

    《财富》：你们是如何解决这个问题的？

    扎克伯格：我想说，去年的大部分时间，我们都在让公司向移动研发方向转型，而不仅仅是简单地重写应用程序。整个发布的过程也不一样。在网页上，我们只需要把代码输入服务器，桌面版差不多也是同一回事。但是如果想发布一款原生的移动应用，我们必须把所有的代码编辑到一起，然后把它提交给苹果（Apple）和它的应用商店。使用Facebook的人必须下载这个十几兆的文件。这是一种不同的做事方法。

    《财富》：那么如果出错的话，这个错误一定比以前严重得多，因为修改错误所花的时间长得多，对吗？

    扎克伯格：对，必须要等到下次发布（才能修正错误）。说我们对公司的研发流程进行了多大的转型都不夸张。它不像“现在我们要用Objective-C语言把整个东西重写一遍”那么简单，而是说，如果程序里有bug，我们必须要等一个月才能修复它。所以，得花更多的时间进行测试。到了去年年底，我们在iOS和Android上的应用获得了相对比较高的评分，但是我们的目标是提供更好的体验，远远不是仅仅针对移动设备重写一遍程序这么简单。

    《财富》：你们的目标是什么？

    扎克伯克：我们也有一系列的长期计划，它代表了在我们看来，Facebook应该在移动平台上扮演的角色。我们即将进入第三个阶段，这个阶段主要是在Android上，某种情况下也是在iOS上。它不像是在电脑网络时代，在公司刚成立后的前五年里，我们没有进行任何移动平台的开发。这几年差不多人人都在问，我们是不是会自己做手机。我们总是回答：“我们不会做手机。”然后差不多人人都会问：“那你们会不会打造自己的操作系统？”我们就会回答：“不，我们也不会做操作系统。”

    A week before Mark Zuckerberg announced the "Facebook phone," he spoke extensively to Fortune senior writer Jessi Hempel about how he's reinvented Facebook to address the huge audience of customers who access the social network on their smartphones. (The complete story of Facebook's reboot will appear in the April 29 issue of Fortune.) Here are edited excerpts of Hempel's sit-down with Facebook's 28-year-old CEO:

    Fortune: Talk about the process of becoming a mobile-oriented company.

    Zuckerberg: When the iPhone first came out, we built one of the first apps. It was called 320. The framework we built was really far ahead of everyone else. It was 2008 or so, and this design of Facebook (FB) was, you opened it up and there were all these icons inside of the app. At the time it wasn't clear the world was going to move to primarily iPhone and [Google's] Android. Blackberry (BBRY) was a really big thing, and it was still growing at the time. We knew Microsoft (MSFT) was going to do something with Windows. We thought … there were going to be maybe four or five different operating systems, so we should invest in a framework that can go across all of those. We spent a year building that out. We launched it.

    Fortune: What timeframe was this?

    Zuckerberg: By [about] the end of 2011 we were rolling it out. Within three or four months of that, we were like, "This is good, but it's never going to get us to the quality level we want." At that point we were kind of in a hole. We had been working on it for so long. And the world had progressed. People used the Facebook app a ton. More than 20% of the time that people spend on their phone and apps is in Facebook. So we were just kind of really behind in terms of the quality level we wanted to be providing.

    Fortune: So how did you solve the problem?

    Zuckerberg: I'd say most of last year was retooling the company to do mobile development, which is more than just rewriting the apps. The whole release process is different. With web, we just push code to our servers. It's the same exact thing as on desktop. Whereas if you want to release a [mobile] native app, we're going through this process of compiling all the code together and submitting it to Apple (AAPL) and these stores. The people who use the Facebook [app] have to download this ten-megabyte file. It's a different way of doing things.

    Fortune: That must make mistakes a lot bigger deal because it takes a lot longer to go in and fix things, right?

    Zuckerberg: Right, you have to wait until the whole next release. I can't overstate how much we had to retool the whole company's development processes. It wasn't just a matter of, 'OK now we're going to rewrite the whole thing in [programming language] Objective-C.' It was like, if there was a bug, we have to wait a month to fix it. So you have to spend more time testing. We kind of got to this state by the end of last year where our apps on iOS and Android were relatively highly rated; but our goal was never just to offer the same experience just kind of rewritten [for mobile].

    Fortune: What was the goal?

    Zuckerberg: We also had a series of longer-term projects, which was what we thought Facebook should be on mobile. We're about to go into this third phase, which is on Android and, at some point, [Apple's] iOS. The experiences don't look like the desktop website that we spent the first five years of the company only developing without doing any mobile development. Everyone has been asking us for years are we going to build a phone? And we're like, "No we're not going to build a phone." And then everyone's like, "Well are you going to build an operating system?" And it's like, "No we're not going to do that either."

    如果我们生产手机的话，而且假设卖的很好，能卖出去小几千万台，但是我们现在的服务对象有十亿人。所以即便我们开发了一部手机，有３,０００万人买它，那也只是我们现在服务人群的３%。我们不会完全转变公司的发展方向，去制造一个只对３%的现有用户有用的东西。另一个选项是推出一款应用，我们显然会走这条路。根据康姆斯科（ComScore）和相关公司的数据，大多数手机现在都安装了我们的应用，人们把２０%以上玩手机的时间都用在了Facebook应用。而且更重要的是，苹果应用商店里一半以上人气很高的应用都联上了Facebook。所以它也是一个平台。但它并不是一个操作系统，它上面并不运行代码，只是一个平台，它在体验上的深度更深。

    我们最基本的道路是，确定我们最多能提供多么丰富的体验，它不仅局限于构建一款应用，而是尽可能深地利用系统。

    《财富》：你们怎么做到这一点？

    扎克伯格：对于iOS来说，我们已经开始这样做了，做法就是与苹果公司合作。苹果充分控制着它的操作系统，我们则有联系控制、单一登录、应用商店、事件整合等。我们与苹果保持着很好的关系。Android和苹果则不一样，因为它是一个更加开放的平台。它在设计上就是这样的，因此任何应用都可以插入某种核心的功能插件。我们希望重新构思其中一些核心的东西。如果它们在所有Facebook支持的主题中，都能做到以人为本，不是更好吗。

    所以这就引出了我今天真正想展示的东西。它不是一款手机，也不是一个操作系统。我之所以在不同设备上向你展示，目的就是为了强调，它必须能够在用户希望的任何Android设备上运行。

    《财富》：我必须要想象一下，当初谷歌（Google）开发Android作为开源平台的时候，它们并不想要Facebook来做这些。

    扎克伯格：我不确定他们会做出什么反应。我们想把它做成一款软件，大家可以下载到手机上。Android的一个特点是，软件在每一款手机上都有点不一样，所以要想让这个软件在每一台手机上都能用，还需要做一些工作。首先，我们会只支持在五六款手机上进行下载。我认为，借助Android平台的开源性，谷歌在一两年内能做的事要比iPhone多很多。我们也乐于在iPhone上提供这个软件，但是今天还不行。而且我们会继续与苹果合作，在他们想要的范围内提供最好的体验。不过我认为很多真心喜欢Facebook的人——而且从数字上看，人们把五分之一使用手机的时间都花在了Facebook上。仅从这一点判断，衷心喜欢Facebook的人有很多。这一点可能真的会导致形势向那个方向发生颠覆性的变化。我们还得观察形势到底会如何发展。

    《财富》：Facebook上市已经快一年了。对于后IPO的Facebook，有哪些事是你想让全世界知道的？

    扎克伯格：很有意思。这段时间以来也发生了很多事，对吧？我们转型成了一家上市公司，同时我们也转型成了一家移动企业。向移动企业转型给公司带来的变化要大于上市的十倍。公司去年绝对大有改变，但我不认为这是因为上市的缘故。

    If you build a phone, and it goes well, it sells low tens of millions of units. I mean, we serve a billion people. So even if we built a phone and 30 million people bought it, which would be a wild success, that would be 3% of the people we serve. We are not going to totally rotate our company to build something that is only going to help out 3% of our people in a good case. The other kind of option is to build an app. We're obviously going to do that. We have an app, and it's on the vast majority of phones, and according to ComScore and these firms, more than 20% of time that is spent in an app is on Facebook. And then on top of that, more than half of the top-grossing apps in the app store are connected to Facebook. So it's also a platform. But it's not an operating system. It's not running code. It's a platform. It's deeper in the experience.

    Our basic approach has been, let's figure out how rich of an experience we can build that spans not just building an app but gets as deep into the system as we want.

    Fortune: How do you do that?

    Zuckerberg: For iOS we've already begun doing that, and the way to do that for Apple is, you work with Apple. They really control the operating system; we have contact control, single sign in, the app store, events integration, all that. We have a really good relationship with Apple. Android is different because it's a much more open platform. It's this system where it's designed so that any app can plug into certain core pieces of functionality. We wanted to start off trying to rethink some of those core things. How could these be better if, instead of the current system you have, they were people-centric in all the themes that Facebook stands for.

    So that kind of gets to what I want to show today. It's not a phone or an operating system, and the point of showing you on all of these different devices is that it runs on any Android devices that you want.

    Fortune: I have to imagine that when Google (GOOG) developed Android as an open platform, they didn't mean for Facebook to do this.

    Zuckerberg: I'm not sure how they're going to react. We're building this as software that you can download on to phones. One of the nits about Android is that the software [on each phone model] is a little different, so it took some work to make it work on every given phone. So to start, we are only going to support downloads on five or six phones. I think that Google has this opportunity in the next year or two to start doing the things that are way better than what can be done on iPhone through the openness of their platform. We'd love to offer this on iPhone, and we just can't today, and we will work with Apple to do the best experience that we can within what they want, but I think that a lot of people who really like Facebook -- and just judging from the numbers, people are spending a fifth of their time in phones on Facebook, that's a lot of people. This could really tip things in that direction. We'll have to see how it plays out.

    Fortune: It's almost a year since Facebook's initial public offering. What do you want the world to know about how things have gone here post-IPO?

    Zuckerberg: It's interesting. There are a lot of things that have happened at the same time, right? We made this transition to being a public company, and at the same time we made this transition to being a mobile company. And the transition to being a mobile company had probably 10 times the difference on the company that anything about being public had. The company has definitely changed in the last year, but I don't think it's because we are now public.

    我在２０１１年底做出了一个管理决策，我把公司分成了几个不同的产品集团（比如应用、基础架构等）。然后我说：“我们要花两年的时间，把这些产品都变成真正的世界级产品。”大家做的第一件事，首先是谨慎地后退一步，说：“好吧，在我们构建我们需要的东西之前，我们在基础架构方面还有什么要重建的？”我认为，需要很长时间的投入和政策的连贯性，可能要比两年长得多，但我觉得两年是个底限。

    《财富》：微软怎么样？微软一直是你的一个重要伙伴，我相信如果你同时开发四个主要平台的话，他们一定会更高兴……

    扎克伯格：我们很乐意。如果微软的操作系统获得更大的成功，我们也乐见其成。我想这会让整个移动体系更加健康。

    《财富》：那么……你对中国有什么大的计划吗？

    扎克伯克：没有。（笑）

    《财富》：你今年的挑战是什么？（编者注：每年扎克伯格都会宣布一项年度挑战，２０１０年的年度挑战是学习普通话，去年他宣布每天都要花些时间编程。）

    扎克伯格：我每天都要认识一个Facebook以外的人，也就是不在Facebook工作的人。我已经在社区干了很多事，最近还在尝试扩大活动范围。（财富中文网）

    译者：朴成奎

    One of the management decisions I made at the end of 2011. I split the company into these different product groups. [Apps, infrastructure, etc.] And I said, "OK, we are going to take two years and make each of these things really world-class." The first thing everyone did was take a step back and say, "All right well, in infrastructure, what do we need to rebuild before we can build the thing we want to?" I think you need commitment and continuity for a longer period of time and probably way longer than two years, but I think two years is a minimum.

    Fortune: How about Microsoft? Long been an important partner to you. I'm sure they'd love it more if you had four major platforms you were developing for ...

    Zuckerberg: And we would love it, too. We would love it if Microsoft had more success with their operating system. I think that would be much healthier for the overall system.

    Fortune: So … do you have big plans for China?

    Zuckerberg: No (laughing).

    Fortune: What's your challenge for this year? (Editor's note: Each year Zuckerberg embarks on a one-year challenge, in 2010 he learned Mandarin, last year he pledged to spend time each day programming.)

    Zuckerberg: I'm meeting one new person outside of Facebook every day. Who doesn't work at Facebook. It's going well—I've done a bunch of things in the community and just tried to get broader exposure.