WeChat, the Chinese social media smartphone app, saw an increase in user numbers of 41 per cent year on year to 500m at the end of 2014, in a sign that parent company Tencent is extending its reach for the mobile internet.2014年底，微信(WeChat)用户数量同比快速增长41%，至5亿人，凸显发售这款中国社交媒体智能手机应用于的(Tencent)在移动互联网领域不断扩大地盘。Tencent made the announcement on Wednesday, as it reported results that missed analysts’ forecasts. Fourth-quarter net profits were up 51 per cent year on year and net income for the quarter ending December increased to Rmb5.95bn.是在周三公布财报时宣告上述消息的，财报中的业绩高于分析师此前的预期。2014年第四季度净利润同比快速增长51%，至59.5亿元人民币。

Analysts had estimated net income would be Rmb6.26bn, according to a Reuters poll but performance was weighed down by the costs of content deals with the likes of HBO and the US National Basketball Association.路透社(Reuters)调查表明，分析师此前预计该季度净利润将为62.6亿元人民币，但与美国家庭电影频道(HBO)和美国全国篮球协会(US National Basketball Association)等机构达成协议内容协议的花费拉低了业绩。Revenue grew 24 per cent to Rmb20.98bn, slightly higher than forecasts, driven mainly by online gaming revenues.2014年末季营收同比快速增长24%，至209.8亿元人民币，略高于预期，主要推展因素是在线游戏收益。

It is unclear how much WeChat contributed to Tencent’s revenues but the app’s growth is a strong indicator of the company’s long-term health as it tries to adjust its business to be more suitable for mobile devices.尚能不确切微信对的营收作出了多少贡献，但这款应用于的快速增长是该公司长年前景较好的强有力指标。于是以希望使其业务更加合适移动设备。

“We extended our leadership in games and online media, and made breakthroughs in emerging platforms such as online security...and mobile payments,” Ma Huateng, Tencent chairman, said in a statement.董事长马化腾在一份声明中回应：“我们在游戏和在线媒体领域不断扩大了领先优势，在网络安全……和移动支付等新兴平台上获得了突破。”WeChat is the second highest ranked app in China, behind QQ, Tencent’s other chatting app, which claimed to have 815m registered monthly users at the end of 2014. However, that figure is more than the total number of internet users in China, which the government puts at 649m.微信是中国名列第二的应用于，次于的另一款聊天软件QQ，后者据信在2014年底有8.15亿月活跃账户。然而，这个数字比中国网民总数还要多，后者的官方数据是6.49亿人。Tencent has been reluctant to monetise WeChat by flooding it with advertising, which could impair efforts to increase the user base. But this is expected to change.目前为止不愿在微信上大量投入广告赚，以免伤害其不断扩大用户数量的希望。

但这一点预计将不会转变。Ricky Lai, at Guotai Junan International, a Hong Kong brokerage, said analysts anticipated that advertising would be introduced on a large scale later this year.香港券商国泰君安国际(Guotai Junan International)的分析师赖健邦(Ricky Lai)回应，分析师们预计微信将于今年晚些时候大量发售广告。Early attempts to test ads on the service have not always gone smoothly. After a BMW ad was introduced on some users’ feeds in January, many users who were not targeted by the luxury brand’s marketing complained of “discrimination” by Tencent’s data mining algorithm. They claimed it unfairly profiled them as not wealthy or successful enough to view the sought-after BMW ad.微信此前投入广告的尝试并不总是成功。

今年1月微信对一些用户中举投入一支宝马(BMW)广告之后，许多没看见这个奢华品牌广告的用户反感地回应，自己受到了数据挖掘算法的“种族歧视”。他们声称，这个算法不公平地确认他们为过于有钱人或过于顺利，理所当然看见这支热门的宝马广告。

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