1、Book One,Unit 8,Book One,Content,Warming-up,Reading,Writing,Text A,Text B,Book One,Group Discussion,Do you know how the Internet business earns money or where their profit comes from? Can you name a few leading figures in computer technology?What specific business are they engaged in? Have you ever

2、heard of any Internet billionaires donating their fortune to the charity? Please give some examples, both home and abroad.,Book One,BILLION-DOLLAR BABIES James Fallows,Book One,ReadingText A,Text Study,Main Idea computer industry; wealth created; typical companies; Internet industry; remarkable; spe

3、ed; way,Second reading: read the passage again and try to identify the structure of this passage.,For your reference,For your reference,Book One,This article introduces the three waves of the development of computer industry and the wealth created. Typical companies are also given as examples to ill

4、ustrate its fortune-creation effect. As the third wave, Internet industry is the most remarkable for the speed it brings up fortunes and the way it changes computer business.,Main Idea,Book One,Structure,Para. 4-5,Para. 6-7,Para. 1-3,Para. 8-11,Main idea:,Main idea:,Main idea:,Main idea:,The first w

5、ave of computer industry emerged in the 1960s and 1970s. During this period, many companies produced hardware product and made lots of money (HP, DELL, Intel, Apple, Cisco, etc).,The second wave of wealth creation involved software and created several largest fortunes in the world. (Microsoft, Oracl

6、e, etc).,The technical process of the Internet and the creation of the World Wide Web, which is the third wave of computer industry.,The internet industry has created some great fortunes and they mostly consist of tech-company stock.,Book One,Text Study,Book One,1 The recent boom in technological ad

7、vances, formation of new businesses, and personal fortunes is the third, and most dramatic wave generated by the computer industry in the last twenty-five years. The first wave involved tangible products“hardware”, as opposed to the computer programs that constitute software. In the 1960s and 1970s

8、companies in the Santa Clara Valley, between San Jose and San Francisco, produced silicon memory chips for computersthus the name Silicon Valley. Then they produced silicon logic chips, which direct a computers operation. Then many produced computers as well. 2 The great fortunes from the hardware e

9、ra include those of the Hewlett and Packard families, of Hewlett-Packard, which started making money in the pre-silicon era, with scientific instruments. The Packard Foundation, with assets of $ 10 billion, recently overtook the Ford Foundation as the nations third-largest private foundation. The do

10、minant hardware company of the 1990s is Intel, whose Pentium and other processing chips are used in most personal computers other than the Macintosh. The assets of Gordon Moore, one of Intels,Para. 1-2,Book One,Para. 2-4,founders are estimated to be worth $15 billion, making him the tenth-richest pe

11、rson in the country. Apple, the first famous personal-computer company, is still based in Silicon Valley. So is Sun Microsystems, a hybrid hardware-software company whose products are used to run many Internet sites and which therefore has been enjoying boom times. Other nearby hardware companies th

12、at provide the necessary physical components for the Internet include Cisco Systems and 3Com. 3 But the largest fortune based on hardware is that of Michael Dell, of Austin, Texas. At age thirty-four, owing to the success of his Dell Computers, he is the fifth-richest man in America, after three Mic

13、rosoft executives and Warren Buffett, with assets of $ 20 billion. 4 The second wave of wealth creation involved software “application” software that people use for work or recreation, like word-processing programs or computer games, and “systems”,Book One,Para. 4-5,software used to run businesses o

14、r, very often, computer networks themselves. The difference between software and hardware provides a classic illustration of what economists mean by “increasing returns to scale”. Because the cost of producing additional units of softwarethe “marginal cost”is extremely low, once you become the marke

15、t leader in a field, your profits grow astronomically. 5 Microsofts unparalleled profit margin has given it the highest stock valuation of any company in the world, nearly $ 500 billion. It has created three of the five largest personal fortunes in the world. Apart from its effect on the stock marke

16、t, it has produced an estimated ten thousand millionaires, mainly in the Seattle area. The strongest software company after Microsoft is probably Oracle, which makes the database software used to manage information at many Internet sites.,Book One,Para. 6,6 But both the hardware and the software rev

17、olutions were, in their wealth-creating effects, slow to emerge compared to what is underway now because of the Internet. Less than ten years ago, Tim Berners-Lee, a British physicist working at the research center CERN in Geneva, invented a scheme for linking data on a particular subject, or series

18、 of subjects, that were stored on different computers in different places. The Internet had existed for two decades before that, as a communications channel mainly among big computers at universities and research centers. But Berners-Lee took the crucial step in making information on the Internet ea

19、sy to find and use, through creation of the World Wide Web. Berners-Lee helped bring this about by writing the specifications for three basic elements of the Webs operation. One is the “uniform resource locator”, or URL. Another is “hypertext markup language”, or HTML, a way to describe how a websit

20、e should look on screen, and also a way to build “l(fā)inks” that will take a user to another site when clicked. The third is “hypertext transfer protocol”, or HTTP, which controls the flow of information from the sites to the users computer.,Book One,Para. 7-8,7 Six years ago, the first commercial “bro

21、wsers” to aid navigation through the World Wide Web appeared. A stillborn effort called Mosaic was followed by Netscape Navigator. Less than five years ago, in May 1995, Bill Gates suddenly recognized the way the Web might change the computer business and sent a memo called “The Internet Tidal Wave”

22、 to his lieutenants at Microsoft, saying that he now gave the Internet “the highest level of importance”. The companys strategy for developing products shifted within months, to create a browser that could compete with Netscapes and to make its other programs “Web-friendly”. 8 Then, in August 1995,

23、Netscape had the initial public offering for its stock, the beginning of the subsequent Net IPO boom. It is hard to think of the four-plus years since then as making up a distinct historic era, but most of the great Internet fortunes have been amassed during just that period. These include the holdi

24、ngs of Jeff Bezos, creator of Amazon. com ($ 78 billion); David Filo and Jerry Yang, of Yahoo ($ 3.7 billion each); etc.,Book One,Para. 9-10,9 The only thing more remarkable than how quickly these fortunes have arisen is how inexplicable some of them seem. Only a few Internet ventures have anything

25、quite as crude as a business model in which revenue exceeds expenses. America Onlinewhich gives access to e-mail and the Internetgenerates profits because it charges subscribers $ 21.95 a month. The online auction site e-Bay is also profitable, because it charges a commission each time buyers and se

26、llers conclude a deal on its site. But most of todays Internet companies have substantial short-term losses, which stock market investors typically assume will turn into profits in some never-quite-arriving “Year Three” of the business plan. 10 Theories vary about where these profits will come from.

27、 Perhaps from online advertisingif anyone can figure out how to make it as attractive as ads in glossy magazines, or as unavoidable as ads on TV. Perhaps from some system of “microroyalties”, which will overcome the marked . of Web users to pay for information they retrieve.,Book One,11 Thin as thes

28、e rationales for profitability may ultimately prove to be, so far theyve been sufficient to make many people very rich. Virtually all of this wealth consists of tech-company stock, and ten years from now some or much of it may have melted away. But there is so much new wealth that some will remain.

29、And there will be so much left over after even the wildest personal-consumption fantasies have been satisfied that it could eventually have great public impact. A few of the tech leaders feel confident enough in the performance of their wealth to have formed personal foundations and started making g

30、rants. But it is not yet clear whether the new Internet elite will choose to have the lasting legacy that earlier moguls did. Will the Internet billionaires do what it takes, through philanthropy, to be remembered the way Rockefeller, Carnegie, Mellon, Guggenheim, Morgan, and Ford are? Or will their

31、 model be Jay Gould?,Para. 11,Book One,Sentence Analysis,Book One,1. (Para. 2, Line 4-6) The dominant hardware company of the 1990s is Intel, whose Pentium and other processing chips are used in most personal computers other than the Macintosh. dominant: ruling or controlling; exerting authority oth

32、er than: except Paraphrase: 譯文：,90年代占統(tǒng)治地位的硬件公司是Intel公司，它所制作的奔騰和其他一些處理芯片用于除Macintosh之外的大多數(shù)個人計算機。,In the 1990s Intel was the controlling hardware company, its Pentium and other processing chips are used in most personal computers except the Macintosh.,Book One,2. (Para. 5, Line 1-2) Microsofts unparal

33、leled profit margin has given it the highest stock valuation of any company in the world, nearly 500 billion. unparalleled: not equaled or matched; unique; peerless margin: share of profit in the total revenue of a company 利潤率 Paraphrase: 譯文：,微軟公司舉世無雙的利潤率已雄踞全世界所有公司股票值之首，接近5,000億美元。,Microsofts profit

34、 margin is so high that there is no other company whose profit margin can compete with it. And this high profit margin has made Microsoft the company with highest stock value in the world, about 500 billion dollars.,Book One,3. (Para. 6, Line 1-2) But both the hardware and the software revolutions w

35、ere, in their wealth-creating effects, slow to emerge compared to what is underway now because of the Internet. The main structure of the sentence: “ were slow to emerge”， while “in their wealth-creating effects” and “compared to what is underway now because of the Internet” are modifier. compared t

36、o/with: in comparison or contrast with; as opposed to. underway: on starting; being in the course. Paraphrase: 譯文：,但是無論是硬件革命還是軟件革命，與現(xiàn)在因特網(wǎng)上所發(fā)生的情況相比，其財富創(chuàng)造的影響力都顯得非常緩慢。,But compared with the wealth-creating effect of the internet, both the hardware and the software revolutions were slow.,Book One,4. (Pa

37、ra. 11, Line 2-3) Virtually all of this wealth consists of tech-company stock, and ten years from now some or much of it may have melted away. virtually: In fact or to all purposes; practically 事實上 consists of: be made up of 由組成 melt away: disappear gradually (逐漸) 消失 Paraphrase: 譯文：,實際上所有這些財富都是由技術(shù)公司

38、股組成的，在今后10年中，其中的一些股份或大多數(shù)股份會逐漸散失。,In fact all this wealth is made up of stock of technical companies. And some or a large part of this wealth is likely to disappear in ten year from now.,Book One,5. (Para. 11, Line 6-7) A few of the tech leaders feel confident enough in the performance of their wealt

39、h to have formed personal foundations and started making grants. The main structure of the sentence: “l(fā)eaders feel confident enough to have formed.and started.”, “formed” and “started” are paralleled verbs. make grants (to): give a sum of money, or a track of land as a privilege to a worthy cause. P

40、araphrase: 譯文：,一些技術(shù)公司的領(lǐng)導(dǎo)者對他們的財富感到信心十足，他們已建立個人基金并開始運作。,Some leaders of these technology companies is very confident in the performance of their wealth and they have started running their personal foundations.,Book One,Language Points,Book One,amass,vt. to gather together for oneself, as for ones plea

41、sure or profit; accumulate 積聚，積累 e.g. He is planed to amass a fortune for a rainy day. 他正打算積蓄財富以備不時之需。 That country has amassed foreign debt. 該國外債成堆。 vt. gather or heap together 把聚成堆 e.g. amass the wool into a large ball 把羊毛團(tuán)成一個大球,Book One,n. a valuable item that is owned (常用復(fù)數(shù)) 資產(chǎn) e.g. He has inves

42、ted half of his assets in gold. 他把自己資產(chǎn)的一半投資于黃金。 Statement of assets and liability 資產(chǎn)負(fù)債表 liquid assets 流動資產(chǎn) illiquidl assets 非流動資產(chǎn) n. valuable quality, person, or thing 寶貴（或有益的）的人（或東西） e.g. He is a national asset. 他可是國寶。,asset,Book One,vt. suppose; to take for granted 假設(shè)，假定，想當(dāng)然地認(rèn)為，臆斷 e.g. I assume th

43、at you have heard of the news. 想必你已經(jīng)聽到了消息。 He assumed the report to be valid. 他猜那份報告是可靠的。 vt. to undertake the duties of; to take upon oneself 承擔(dān)，擔(dān)任，就職 e.g. assume an obligation 承擔(dān)義務(wù) assume ones post 就職,assume,Book One,boom,n. a sudden increase, atime of economic prosperity 快速發(fā)展，（經(jīng)濟、工業(yè)等繁榮）繁榮（期） e.g.

44、 a business boom 商業(yè)繁榮 a big travel boom 旅游大發(fā)展 baby boom 嬰兒潮 vi. to grow or develop rapidly; flourish 暴漲，激增，繁榮，迅速發(fā)展 e.g. Stocks may boom today, but drop tomorrow. 股票可能今天暴漲，明天又下跌。 Chinas economy is booming. 中國經(jīng)濟正在蓬勃發(fā)展。,Book One,n. the state of being reluctant; unwillingness 勉強；不情愿 e.g. He said this wi

45、th great reluctance. 他極為為難地這么說。 形容詞形式：reluctant reluctant: 1. unwilling; disinclined 不情愿的；不愿意的 e.g. reluctant to help 不情愿幫忙 2. exhibiting or marked by unwillingness 勉強的 e.g. a reluctant smile 勉強的微笑,reluctance,Book One,vt. to find and carry back; fetch 找回；取來 e.g. some dogs can be trained to retrieve

46、game. 有些狗可以被訓(xùn)練來銜回獵物。 I ran back to my room and retrieved my bag. 我跑回房間取回自己的提包。 vt.obtain information (stored in computer, etc.) （計算機）檢索 e.g. I have to retrieve some data. 我得檢索些數(shù)據(jù)。 vt. regain possession of 使恢復(fù)，使再生 e.g. retrieve ones position 恢復(fù)立場 retrieve ones spirits 重振精神 retrieve ones fortune 重新聚斂財

47、產(chǎn),retrieve,Book One,subsequent,adj.following in order or time; subsequent 相隨的；隨后的 (+to) e.g. subsequent action 隨后的行動 The story will be continued in subsequent issues of the magazine. 后面的幾期雜志將繼續(xù)連載這篇小說。 On the day subsequent to his visit, she disappeared. 他訪問的第二天，她失蹤了。,Book One,substantial,adj. having

48、 substance or capable of being treated as fact; not imaginary 真實的，實在的 e.g. People and things are substantial; dreams and ghosts are not. 人和事物是真實的；夢和鬼魂是虛幻的。 adj. of solid material or structure 堅固的，結(jié)實的 e.g. The house is substantial enough to last a hundred years. 這房子很堅固，一百年也不會壞。 adj. ample; sustaining

49、 豐富的；大量的 e.g. I had a substantial meal. 我飽餐了一頓。,Book One,adj. of real importance, value or validity 內(nèi)容充實的, 有價值的, 重要的 e.g. They made substantial changes. 他們作了重大改變。 made a substantial contribution 做出了重大貢獻(xiàn),Book One,Useful Expressions,Book One,apart from,aside from; in addition to; besides 除之外；此外 e.g. I

50、ts a good piece of work, apart from a few slight faults. 除了一些小毛病之外，這不失為一件出色的作品。 Apart from English, we study Russian and Spanish. 除了英語以外，我們還學(xué)俄語及西班牙語。,Book One,be opposed to,against, not support 反對，不贊成 e.g. Mr. White is totally opposed to any changes to the existing law. 懷特先生完全反對對現(xiàn)在的法律做任何修改。 Public o

51、pinion was opposed to the war. 輿論是反對那場戰(zhàn)爭的。 注：該習(xí)語后接的常是change, plan, scheme等名詞。,Book One,bring about,cause (sth.); cause to happen 導(dǎo)致，使發(fā)生 e.g. Science have bring about many change in our lives. 科學(xué)為我們生活帶來了很多變化。 Indigestion may bring about this disease. 消化不良可能引起這種病。 注：該習(xí)語與come about 同義 e.g. Peace can on

52、ly come about if each side agrees to yield to the other. 只有雙方同意向?qū)Ψ阶尣剑拍軐崿F(xiàn)和平。,Book One,other than,except, but, apart from 除了 e.g. Theres nobody here other than him. 這里只有他一個人。 we were given nothing other than dry bread and water for our evening meal. 我們晚餐只分到干面包和水。 differently from 與不同 e.g. The truth i

53、s quiet other than what I think. 事實真相和我詳細(xì)的完全不同。 I dont wish her other than she is. 我不希望她改變現(xiàn)狀。 該習(xí)語多用于否定句或表示否定意義的句子。,Book One,(of sth solid, esp frozen) disappear by melting （尤指冰塊）融化 e.g. The snow soon melted away. 雪很快就融化了。 disappear gradually （逐漸） 消失 e.g. The cloud melted away, and the son came out.

54、烏云消散，太陽出來了。 Their money melted away on unexpected expenses. 一些計劃外的花銷把他們的錢耗光了。 (cause to) dissolve in ecstasies; burst with joy （使）著迷，心花怒放 e.g. My heart melted away in secret raptures. 我私下里心花怒放。 Your story melted away my sole. 你的故事真讓我著迷。,melt away,Book One,Text Translation,Book One,譯文,新生的億萬富翁 1 最近所呈現(xiàn)

55、的技術(shù)進(jìn)步，新商務(wù)的欣欣向榮，以及個人財富的急劇增長是過去25年中計算機產(chǎn)業(yè)形成的第三次，也是最令人矚目的一次浪潮。第一次浪潮涉及有形產(chǎn)品硬件，它與構(gòu)成軟件的計算機程序相對而言。本世紀(jì)六七十年代，圣何塞和舊金山地帶的圣克拉拉谷的一些公司為計算機生產(chǎn)出存儲器硅芯片，于是便有了“硅谷”的名字。接著他們又生產(chǎn)了用以指令計算機操作的邏輯硅芯片。隨后，許多公司也開始生產(chǎn)計算機。 2 在硬件時代獲得巨大財富的包括Hewlett and Packard家族，惠普公司該公司在硅時代前就通過經(jīng)營科學(xué)儀器開始賺錢?？傎Y產(chǎn)為100億美元的Packard基金會最近超過了福特基金會，成為全美國第三大私人基金會。90年代

56、占統(tǒng)治地位的硬件公司是Intel公司，它所制作的奔騰和其他一些處理芯片用于除Macintosh之外的大多數(shù)個人計算機。Intel 的創(chuàng)立人之一Gordon Moore 的資產(chǎn)估計為150億美元，這使他成為全國第十大富翁。美國第一家著名的個人計算機公司蘋果公司，至今仍然以硅谷為基地。Sun Microsystems也是如此它是一家混合型硬件軟件公司，其產(chǎn)品用于許多因特網(wǎng)網(wǎng)站的運行，因此一直處于興盛繁榮時期。其他幾個鄰近的硬件公司包括Cisco系統(tǒng)和3Com公司，它們向因特網(wǎng)提供必要的物質(zhì)組成部分。,Book One,3 但是從電腦硬件上取得最大財富的是得克薩斯州奧斯汀的Michael Dell。

57、他今年34歲，由于Dell 計算機的成功，他成為美國第五大富翁，其資產(chǎn)為200億美元，排名緊隨微軟公司的三個高級經(jīng)理和Warren Buffett之后。 4 財富形成的第二次浪潮涉及軟件包括人們用于工作或娛樂的“應(yīng)用”軟件，就像文字處理程序或者計算機游戲之類，以及用于管理業(yè)務(wù)和計算機網(wǎng)絡(luò)自身運行的“系統(tǒng)”軟件。軟件和硬件的差異為經(jīng)濟學(xué)家們所謂的“規(guī)模遞增收益”提供了一個經(jīng)典例證。因為生產(chǎn)軟件附加部件的成本，也即“邊際成本”極為低廉，一旦你在某一領(lǐng)域占市場主導(dǎo)地位，你的利潤就會突飛猛漲。 5 微軟公司舉世無雙的利潤率已雄踞全世界所有公司股票值之首，接近5，000億美元。全世界五大首富它造就了三個

58、。它除了對證券市場的影響之外，還造就了大約一萬個百萬富翁，主要集中在美國西雅圖地區(qū)。緊隨微軟公司之后的最強大的軟件公司也許是Oracle，它制作數(shù)據(jù)庫軟件，用于許多因特網(wǎng)站點的信息管理。,Book One,6 但是無論是硬件革命還是軟件革命，與現(xiàn)在因特網(wǎng)上所發(fā)生的情況相比，其財富創(chuàng)造的影響力都顯得非常緩慢。短短數(shù)年之前，在日內(nèi)瓦CERN研究中心工作的英國物理學(xué)家Tim BernersLee 發(fā)明了一種方案，用以連接與某一主題或一系列主題相關(guān)的數(shù)據(jù)，這些數(shù)據(jù)貯存在各地各種不同的計算機內(nèi)。在此之前，因特網(wǎng)作為各個大學(xué)和研究中心的大型計算機的主要通信渠道已存在二十年了。但是BernersLee邁出了

59、決定性的一步，他創(chuàng)造了萬維網(wǎng)，以便使因特網(wǎng)上的信息便于查找和利用。BernersLee 通過為網(wǎng)絡(luò)運行的三種基本要素寫出規(guī)范實現(xiàn)了這一目的。其中一種叫做“統(tǒng)一資源定位器”，縮寫為URL。另一種叫做“超文本置標(biāo)語言”，縮寫為HTML，是一種描述網(wǎng)站在屏幕上看起來是什么樣的方法，也是一種幫助建立“連接”的方法，用戶只需點擊鼠標(biāo)，就可以進(jìn)入另一網(wǎng)站。第三種是“超文本傳送協(xié)議”，即HTTP，它控制信息從網(wǎng)站到用戶計算機的流入。,Book One,7 6年前第一臺通過萬維網(wǎng)幫助瀏覽的商務(wù)瀏覽器問世。一種叫做Mosaic瀏覽器嘗試失敗后，緊接著出現(xiàn)了網(wǎng)景公司的Netscape Navigator。不到5年前，1995年5月，比爾蓋茨突然認(rèn)識到網(wǎng)絡(luò)或許可以改變計算機業(yè)務(wù)的方式，于是向他在微軟公司的副手發(fā)了一個題目為“因特網(wǎng)浪潮”的備忘錄，宣稱他現(xiàn)在要對因特網(wǎng)予以“最高度的重視”。幾個月內(nèi)公司轉(zhuǎn)變了產(chǎn)品生產(chǎn)策略，發(fā)明了一種可以與“網(wǎng)景”抗衡的瀏覽器，并且使其他一些程序“