To "bundle" or not to bundle, that is the challenge social media and messaging services wrestle with these days. (Or at leastoneof the challenges.) The answer is not a simple one because trends change, and what works today may not work as well tomorrow.
社交媒体巨头Facebook和LinkedIn开始从他们的移动应用程序“分拆”的服务和流行的功能一年多前，但趋势没有抓到在整个大的社会空间;一些服务选择散了，人瘦下来。
[Related News Analysis:An inside look at LinkedIn's unbundling mobile strategy]
Snapchat，在全国增长最快，最频繁使用的平台之一，继续捆绑更多服务纳入其应用程序。例如，该公司补充说：“Snapcash”钱传送功能，去年十一月和今年年初它推出了新网站，叫做发现，每日上人口与视频和编辑内容从领先的媒体。该短信平台是年轻，刚刚开始试水的广告收入机会，有时间来巩固其身份并明确价值主张在拥挤的市场，其手段。
Google is on the opposite end of the spectrum as Snapchat, and some significant unbundling is coming to its Google+ social network in the coming months. Just last week, the search giant formally threw in the towel on its vision for an all-encompassing social network, after years of declining user interest. Google+ Photos, Hangouts and streams will all soon be separate products, sending the future of the service into uncertainty.
“Google+的总是两件事情：一个流和社交层”，桑德尔·皮蔡，谷歌的产品部高级副总裁，谁本月初在巴塞罗那世界移动通信大会上发言说。“流得到了用户的热情的社区，但第二个目标是为我们大。我们正处在一个地步，照片等通信是非常重要的。我们正在重新组织解决这一问题。”
Bundling vs. unbundling, east vs. west
Jon Dobrowolski, entrepreneur in residence at digital video firm三十实验室, says there are two relevant strategies and cultural cues at play.
"Unbundling is very much a western concept of creating the smallest atomic unit to accomplish a task, increase coverage on devices and reduce cognitive load within an application," Dobrowolski says. "The second strategy is an eastern one — be everything to everyone before someone else does."
没有最高规则或场景存在决定何时或是否一个特定的应用程序应该采取捆绑式或捆绑向下的策略。这个决定常常可以归结为一个公司，业务需求和压力，或整体用户体验的年龄和框架。
"Many of these apps have a strong social context and adding features that can benefit from this context can enhance the value proposition for their users," says Tejas Mehta, a research analyst withParks Associates的"It also gives them a competitive advantage as the users of these apps can avoid downloading multiple apps for different features."
Mehta says too many unrelated features in an app can create clutter and degrade the user experience, which in turn could affect the success of the software or service. Unbundling often results in a cleaner user interface for developers, who can then release updates and experiment without affecting key features, according to Mehta.
赛斯谢弗，研究分析师SNL Kagan, thinks most app developers realize there is a point of diminishing returns to bundling up unrelated features, and few cross the line. "You don't see anyone trying to build a Swiss Army knife app that does 100 different completely unrelated tasks. Even the ones that are kind of bundling and adding on features, it's still closely related to either the core usage or the core demographic."
然而，一些社会媒体和即时通讯应用也有时似乎跨越这条线，根据谢弗。
Of course, the arguments for and against bundling don't mean a thing if users lash out against changes they don't like. Location-based social network Foursquare's decision to split into two apps had a negative impact on its popularity and left many users confused about why the company made them download a second app called Swarm, Mehta says.
[相关意见：Foursquare的重塑自我，但在大修理还清？]
Swarm app by Foursquare
“入住是一个核心功能为四方，当Foursquare的要求用户下载一个单独的应用程序使用此功能，它遭遇了强劲的反弹，”他说。“的核心功能需要分拆将极为谨慎进行，并说明理由必须与用户清楚地传达，以尽量减少后果。”
移动，分拆和群众
手机是捆绑有或松绑方程的一个重要因素，并与智能手机的普及率现在上面在美国的75％，它带给群众这些广受欢迎的服务。雷竞技比分
"As that happens you get away from the tech-savvy, early-adopter crowd that is willing to poke around in apps, pull down menus and buried features," says Shafer. "When you move to a more general population, people just want one app that does one thing … that may be a factor in some of the unbundling we're seeing."
Robert Armstrong, cofounder and CEO ofAppstem, a design and development firm that creates apps for companies including Tesla Motors, Johnson & Johnson and Caesars Entertainment, says a variety of factors come into play, including on-going maintenance, support, updates, pressure to make money off an already strong user base and, of course, the resources and money that bundling or unbundling possible.
"There is definitely such a thing as an app that does too much," Armstrong says. "When the user interface becomes cumbersome, hard to navigate, and confusing you're probably trying to do too much and may want to … try to unbundle some features into a separate app.