ARPU - ntoni na kwaye nempembelelo njani esi salathisi?

Ukuba ishishini lakho ayifakwanga swi ngokuthenga ngexesha elinye-, kunye nokusetyenziswa obuqhubekekayo imveliso, ukuze kuhlolwe ukusebenza kwale projekthi kunzima kakhulu ngakumbi. Uguqulo apha - hayi njengekhrayitheriya. Kutheni? Cinga le meko: umthengi yathenga akhawunti premium iiveki ezi-2, uze emva koko "hlangana" baqhubeka kwiziko khuphiswano. Inzuzo ezibangela abasebenzisi ezinjalo kunokuba ngaphantsi kwe iindleko zakho zonyuselo kunye neentengiso. Kulo mzekelo, ukuhlalutya ukusetyenziswa engenayo ishishini - ARPU.

Yintoni le

Avareji Revenue ngamnye Umsebenzisi - ke ingeniso avareji nganye ye client inxaxheba. Ngesi salathisi, ungabona ukuba abasebenzisi yimalini ngokuqhelekileyo "wawathululela" ibe iinkonzo zenu ngalo lonke ixesha usebenzisa.

Nanku umzekelo. Intengo yokubhalisa yenkonzo ethandwayo strimingovy "Yandex.Music" into engange-200. ngalinye ngenyanga. Cheap, akunjalo? Kodwa kulo nyaka ungumphulaphuli esebenzayo kuzisa yenkampani 2400 bagcobe, iminyaka emi-3 -. Sele 7 000. Kwaye oku hayi kumda. Kwaye ukuze umntu ezi ndleko phantse imperceptible. Kodwa ukuba inani elifanayo kwafuneka ihlawulwe kwangoko, nkqu "obungunaphakade" ukufikelela premium, enqwenela bekuya kuba ngaphantsi kakhulu.

Kwaye enye into, oko ndimele ndithi, ngaphandle nje kokuba esi ARPU. Lo mba kufuneka mazingabhidaniswa "ngetsheki avareji" - nesalathisi yokusebenza ephambili urhwebo. Ngokwemiqathango of Revenue ngamnye ukuze User for $ 100 no-10 $ 10 - into efanayo. Kodwa ukuthengwa ukusebenza eliphezulu kufuneka wenze abathengi ezikhoyo.

Formula ARPU. Fumana inyaniso yexabiso nababhalisi bayo

Kungakuhle abathengi rhoqo kufuneka wazise inkampani inani elikhulu yenzuzo. Yintoni abathenga ngakumbi nangakumbi - kuyancipha imali yakho kweentengiso kunye nokuthengisa.

Indlela ukubala ARPU? ifomula yayo ngokubanzi ngolu hlobo lulandelayo: ARPU = S / A, apho S - ingeniso epheleleyo ye-network yonke, kunye A - inani customers zakho / ababhalisele.

Le metric inxulumene ngqo omnye kuphela element umxube marketing - ixabiso (ixabiso). Ukuthenga zibiza imali eninzi yaye uxhulumaniso ezongezelelweyo esebenza, kungona ingeniso avareji ngumthengi.

Ezinye nabathengisi bacetyiswa ukuba esweni Dynamics utshintsho nyanga zonke. Kodwa ke amandla e ARPU kutyhilwa ngokupheleleyo kuphela ukucwangcisela ixesha elide. Kutheni ucinga? Asingabo bonke abaxhasi amatsha luya kuqhubeka ukusebenza nawe, inkoliso yabo - "kwababemi". Ukuba ufuna ingqalelo ekuphuhliseni ubudlelwane nababhalisi esebenzayo, kufuneka nihlolisise ixesha elide - iinyanga ezi-3, iinyanga ezintandathu, ngonyaka. Kunqweneleka ukuba ukuthatha ingqalelo kuphela abo wenza uthenge ka-2 okanye ngaphezulu.

umsebenzi eyiyo metric: ekumiseleni iinjongo ekunene

Ubukhulu becala, ingqalelo ARPU avareji inkampani lilonke into ngamampunge, ingakumbi ukuba basebenza kunye ziqwempu ezininzi yomthengi ubatshangatshangise ngenkonzo eyahlukileyo ngokupheleleyo.

Ukususa ukusuka ukuhlalutya inkcazelo luncedo, kufuneka kuqala ukhethe ulwalathiso ukuqulunqa ekujoliswe ezithile. Yintoni endinokuyenza sebenzisa ARPU?

1. Uphononongo lamajelo ezahlukeneyo kwiintengiso. Ungabona apho ukuza i "imali" abaxhasi abaninzi (zentengiso kwi-intanethi, iminxeba ezibandayo, Izingqiniso, njalo njalo. D.). Kwakhona uya kubona zeziphi iindlela babe ukusebenza phantsi uze udle kuphela lwabiwo-mali lorhwebo.
2. Ukuhlola ukusebenza yokwazisa. Kulo mzekelo, ukubala ARPU senzelwa iprojekthi nganye ngokwahlukeneyo. Umzekelo, uyakwazi ukuthelekisa ingeniso lwabasebenzisi nomdla ukugaleleka page 2, "tsolo" phantsi amanyathelo ahlukeneyo. Ukuthelekisa inani amaphulo, uza kufumana umfanekiso ngaphezulu okanye ngaphantsi ecacileyo into efana / abamthandi customers zakho.
3. Uhlalutyo iimveliso ukuthandwa. Apha ARPU ngazo zentshukumo, oko kukuthi, ukutshintsha indlela ingeniso avareji umsebenzisi ngamnye ixesha elithile (nyanga, ikota, unyaka). I ntiyiso kutshanje ukuba watshintsha okukhwela okanye ukongeza iinkonzo ezintsha.

Kakade ke, ke uluhlu olupheleleyo. Ngendlela efanayo, unako ukuthelekisa ziqwempu ezahlukeneyo ARPU lwabathengi (umzekelo, abantu abaselula kunye nabathengi ezindala ngaphezu kweminyaka 35) okanye imimandla ngamnye. Emva koku, le nto inzima eqongeni. Kufuneka ukuhlalutya iziphumo kwaye ufumane izinto eziphambili ezichaphazela ukwanda okanye ukuncipha ARPU.

imigibe

oosomashishini makhwelo intanethi badla ukubuza: Yintoni ARPU kufuneka ibe? Ntoni thelekisa? Enyanisweni, iinqobo elilelona, nokuba ilingane, ayikho. Konke kuxhomekeke nshila ethile kunye nenkampani ngokwayo.

Okokuqala, lo metric akudingeki bonke. I-IT kunye zonxibelelwano ARPU nga kuqwalaselwa omnye nezalathi zentsebenzo eziphambili. Ababoneleli beeselula, abaphuhlisi imidlalo intanethi kunye izicelo, ababoneleli Internet - ukuba zithande ukutsala abathengi amaninzi kangangoko kunokwenzeka yaye 'ukulicudisa "obungu- ngaphandle umsebenzisi ngamnye. Kodwa ukuba athengisele ikhosi yoqeqesho, ingeniso onke amalungu aya kuba njalo.

Okwesibini, i ngeniso avareji umsebenzisi ngamnye kungaba kuphela lwesalathisi yesibini. Yena akayi ukubonisa ubume ishishini lakho kunye neengxaki kunokwenzeka. Yintoni ARPU? Le metric obonisa indlela ababhalisayo abaninzi bachitha, kodwa hayi inzuzo yakho. Ukubala musani ithathele ingqalelo iindleko kweentengiso kunye qondisa, irhafu kunye njalo njalo. D. Ngoko ke, nkqu amaxabiso aphezulu musa akuqinisekisi ukuba baye a plus.

5 kwemigangatho nokuthengisa ukwandisa ARPU

Enye ilahleko ebonakalayo kwezi metric zoshishino - ayithethi anike ingcamango yokuba ukongeza amanani, ifuthe kwinqanaba lengeniso. Kodwa ukuba ukubetha sikhuphisana, "kuxhuzula" Mnye kuphela lever akwenzeki. ukuziphatha kwabathengi kuchaphazela inani ezininzi kakhulu. Kwaye ke umsebenzi omkhulu - ukuqinisekisa ukuba akhethe nga phakathi inkampani yakho okhuphisana, naphakathi iinketho oyinikela. Indlela yokuphumeza oku?

Uluhlu lweenkonzo kunye iinketho

Kufuneka ihlaziywe njengoko ukwanda kweemfuno abaphulaphuli ekujoliswe kulo ngayo. Abantu bakhululekile ngakumbi, xa yonke into enokwenziwa endaweni enye. A Umzekelo okumangalisayo - ababoneleli Internet. Ngoku phantse bonke zinika iinkonzo cable TV. Umntu idibanisa yaye emva koko, yaye ngaphezulu - ukunyuka ARPU. Kuthatha aqeshiwe Wi-Fi umzila - imali eninzi. Andazi ukubeka indlela up - esinye plus.

Musa ukoyika ukwazisa iinkonzo ezintsha. Nokuba imfuno yazo low, ungalahli basenokuba ngabaxhamli beenkonzo, kodwa kubaluleke kakhulu ngakumbi.

"Ukuzaliswa" zeerhafu

Yiya phambili. Indlela ukunyanzela abasebenzisi ukuba bathenge ngeenkonzo ezongezelelweyo? Eyona ndlela ilula kwaye ayafikeleleka kakhulu - ku katsa kubo ixabiso izicwangciso ezisisiseko lweerhafu. Oku basebenzise ngenkuthalo abaqhubi mobile. Kwanokuba enyanisweni ufuna kuphela olungileyo 3G-Internet "komthwalo 'kuye ufumana umzuzu iminxeba kunye SMS. Nangona kunjalo, le amathuba inika uluhlu, kungona ixabiso layo emehlweni le nkonzo. Ngoko ke, ungakwazi ukwandisa kakhulu ixabiso iinkonzo zabo.

Kukho enye indlela, xa umsebenzisi ekhetha khetho ukuba ufuna, kwaye ahlawule ngokwahlukeneyo ngento nganye. Oku kusebenza kakuhle xa kuza kuba nexabiso elaneleyo emehlweni ngumthengi kwaye zahluka iminikelo zikhuphisana '. Yintoni plus? Umsebenzisi uvakalelwa ukuba into enyanzelwe - yena ucinga ukuba wenza ukhetho kwaye uyeke iinkonzo ezithile nanini na ixesha. Ukuziqhelisa, oku kudla ngokuba akukho namnye wenza, kodwa iinketho uqhagamshelwano kweziphazamiso bongeze ixabiso izihlandlo 1.5-2.

Nangona kunjalo - kutshiphu

Upakisho - enye zisezezona zixhobo zinamandla ngenxa yokwanda ARPU umrhumo. ludla zibandakanya izinto 2-3:

• "Lokomotiv" - isiseko; imveliso ethandwayo ukuba imfuno ephakamileyo izinzile.
• "Cars" - iinkonzo ezintsha okanye encinane befuna ukuba kufuneka ukuzisa emarikeni.

Okubaluleke kakhulu kukuba le isaphulelo. Ixabiso iphakheji ingaba 70-80% ngaphantsi kwe yeendleko iinkonzo ezifanayo ngokwahlukeneyo. upakisho kwande fixed eziquka iinkonzo kunye ezithile parameters, umzekelo, i-Internet 50 Mbit / s kunye nemijelo 100.

Products zinokudityaniswa ngexabiso ( "Economy", "Standard", "Premium"), okanye amise ukuba amacandelo ahlukeneyo umthengi. Lwalo yesibini isoloko isetyenziswa yi ziibhanki. Ngokomzekelo, xa abaqhubi beemoto "UniCredit Bank" uyakwazi ukufumana 3% yemali emva kwizikhululo igesi, kunye nabakhenkethi - ukuba nomzi ibhonasi kunye unaniselane amatikiti.

Kodwa ukwenza ngokwenene umnikelo wabo, kungcono ukuba anike umsebenzisi ubuchule ukhethe ukhetho efanelekileyo inkonzo nganye. Le isaphulelo kule meko sibalwa ngamnye kwi algorithm ethile.

Iiphakheji angakwazi kwaye kufuneka zidityaniswe kunye iinketho lweerhafu.

lokuposa ekujoliswe

Musa ukulibala ukuba sihlale siphefumlelana iinkonzo ezikhoyo. Ngapha koko, abo sele bafumana iinkonzo zakho, kulula kakhulu ukuba ukunikela lwamaxabiso eqolo okanye iimpawu ezongezelelweyo. Umzekelo, ngokwenza ukhetho lwababhalisi ephelisa umqulu omkhulu ngenyanga kweenkonzo ukwazi awanikele isicwangciso yedwa engange-50 kuphela. amaxesha imali eninzi, kodwa eziliqela inzuzo ngaphezu enye yangoku.

Kaloku, ukuba kwi akhawunti yakho kwisayithi, abasebenzisi ugcwalise iinkcukacha ngawe - .. status emtshatweni, ebusweni abantwana, njalo njalo Le datha kuya kukunceda ukuba wenze isithembiso ngokwakho iqela ngalinye.

iinkqubo Flyer rhoqo

Kwaye enye indlela esebenzayo ukwandisa ARPU. Yintoni na, wonke umntu uyazi - umxhasi ufumana ikhadi yesiqu, ngokuthenga ngakunye "ithontsi" ibhonasi. Emva koko, ngabo uyakwazi ukufumana isaphulelo okanye kwaneso ezinye iinkonzo. Ukongeza, ngoncedo iinkqubo ezinjalo kunokonyusa ukuthengiswa kweemveliso ezithile belunikwa izihlandlo ezininzi izihlandlo ezimbalwa ngaphezulu amanqaku bonus.