ARPU - ukuthi kuyini nokuthi ukuthonya le nkomba?

Uma ngabe ibhizinisi lakho akazange agxile yesikhathi esisodwa ukuthenga, futhi ukusetshenziswa okuqhubekayo umkhiqizo, ukuhlola ukusebenza yephrojekthi kunzima kakhulu kangakanani. Ukuguqula lapha - hhayi nombandela. Kungani? Cabanga isimo: ikhasimende wathenga akhawunti premium amasonto ama-2, bese "ahlanganisiwe" futhi baqhubekela enkabeni mncintiswano. Inzuzo ukuthi ukuletha abasebenzisi ezinjalo kungase kube kuncane kunokwabanye izindleko zakho ukukhuthazwa kanye nokukhangisa. Kulokhu, ukuze sihlaziye ukusetshenziswa ikakhulukazi ibhizinisi imethrikhi - ARPU.

Yini lena

Imali engenayo emaphakathi Umsebenzisi - iyona imali engenayo emaphakathi ngayinye iklayenti ohilelekile. Nale inkomba, ungabona ukuthi abasebenzisi malini ngokuvamile "wathela" kumasevisi yakho kuze kube phakade isebenzisa.

Nasi isibonelo. Intengo yokubhalisa ethandwa inkonzo strimingovy "Yandex.Music" kuyinto ruble 200. ngenyanga. Eshibhile, angithi? Kodwa ngonyaka isilaleli asebenzayo kuletha yenkampani 2400 deda, iminyaka engu-3 -. Kakade 7 000. Futhi lokhu akuyona umkhawulo. Futhi umuntu lezi zindleko cishe imperceptible. Kodwa uma esilinganayo kwakumelwe ikhokhwe ngokushesha, ngisho "engunaphakade 'ukufinyelela premium, abafisa ukuthi kungaba ingasaphathwa.

Futhi into eyodwa ngaphezulu, okuyinto mangisho, ngaphandle yokuthi lokhu ARPU. Lo mqondo akufanele kube udidekile ne "isheke isilinganiso" - ukhiye ukusebenza inkomba e ukuhweba iimfesi. Ngokuya semali engenayo ngosuku ngalinye ukuze Umsebenzisi $ 100 no-10 $ 10 - into efanayo. Kodwa ukuthengwa ukusebenza high kumelwe wenze amakhasimende ekhona.

Formula ARPU. Thola ukubaluleka bamasizo kweqiniso

Kahle kahle, amakhasimende njalo kufanele ulethe inkampani iphesenti elikhulu yenzuzo. Yini abathenga ezingasho - kancane ngeke imali yakho ku nokukhangisa nokumaketha.

Kanjani ukubala ARPU? ifomula yayo jikelele imi kanje: ARPU = S / A, lapho S - imali ingqikithi yonke inethiwekhi, futhi A - isibalo amakhasimende akho / ababhalisile.

Le methrikhi kuhlobene eyodwa kuphela elementi ukuxubana marketing - intengo (intengo). Yokubhalisa ezibizayo futhi uxhumano ezengeziwe obusebenzayo, ayanda engenayo isilinganiso ikhasimende.

Abanye abathengisi belulekwa ukuba ukuqapha Dynamics ushintsho njalo ngenyanga. Kodwa okuhle ARPU ngokugcwele wembula kuphela eside ukuhlela amasu. Kungani ucabanga? Akuwona wonke amaklayenti entsha uzoqhubeka ukusebenza nawe, iningi labo - "kwababemi". Uma ufuna ukugxila ekuthuthukiseni ubudlelwano ababhalisile asebenzayo, kudingeka uhlaziye isikhathi esijana - izinyanga 3, izinyanga eziyisithupha, ngonyaka. Kuyinto efiselekayo acabangele kuphela labo abenze ukuthenga izikhathi 2 noma ngaphezulu.

umsebenzi Ngempumelelo nge-metric: ukusetha imigomo kwesokudla

Ngokwengxenye enkulu, kubhekwe ARPU ezimaphakathi inkampani lulonke lusesimweni lutho, ikakhulukazi uma usebenza nge izingxenye ikhasimende amaningi futhi babanike isevisi ehluke ngokuphelele.

Ukuze ususe kusukela ukuhlaziya ulwazi oluwusizo, kuzomele uqale ukukhetha isiqondiso futhi bahlanganise Okuqondiwe ethize. Yini ngisebenzisa ARPU?

1. Ucwaningo ezahlukene iziteshi yokuthengisa. Ungamtshela lapho senifike "cash" amaklayenti (ukukhangisa ku-intanethi, izingcingo abandayo, References, nokunye. D.) kakhulu. Uzobona futhi yiziphi iziteshi abe nekghono ongaphakeme udle isabelomali ukumaketha kuphela.
2. Ukuhlola ukusebenza yokukhangisa imikhankaso. Kulokhu, ukubala ARPU senziwa kwephrojekthi ngalinye ngokuhlukile. Ngokwesibonelo, ungakwazi ukuqhathanisa imali yabasebenzisi ekhangwa 2 ikhasi lokubikezela, "ngensimbi" ngaphansi ngezenzo ezahlukahlukene. Ukuqhathanisa inani imikhankaso, uzothola isithombe ucishe esicacile sokuthi efana / ungathandi amakhasimende akho.
3. Ukuhlaziya imikhiqizo ukuthandwa. Lapha ARPU kubhekwe ku Dynamics, okungukuthi, kanjani ukushintsha semali engenayo emaphakathi ngomsebenzisi isikhathi esithile (inyanga, ikota, ngonyaka). Iqiniso uma uqeda kushintsha fares noma wengeze amasevisi amasha.

Yiqiniso, lo hlu aluphelele. Ngendlela efanayo, ungaqhathanisa ezahlukene ARPU ikhasimende izingxenye (isibonelo, intsha kanye abathengi abaneminyaka engama 35) noma izifunda ngabanye. Ngemva kwalokhu, esigabeni esinzima kakhulu. Udinga sihlaziye Imiphumela futhi uthole izici eziyinhloko kuthinte ukwanda noma ukwehla ARPU.

izingibe

Novice internet osomabhizinisi ngokuvamile ukubuza: Luhlobo ARPU okufanele ube nguye? Yini qhathanisa? Eqinisweni, amagugu elikhulu, ngisho eseduze, alikho. Konke kuncike niche ethize kanye nenkampani uqobo.

Okokuqala, leli nani ayidingi zonke. I-IT kanye ezokuxhumana ARPU kungenziwa njengelinye lamazwe izinkomba zokuveza indlela yokusebenza. opharetha mobile, onjiniyela yemidlalo yama-computer futhi izicelo, abahlinzeki Inthanethi - zivame ukuba ukuheha amakhasimende emisha eminingi ngangokunokwenzeka futhi "khama" esiphezulu aphume umsebenzisi ngamunye. Kodwa uma ukuthengisa isifundo bandulo, imali yawo wonke amalungu kuyoba okufanayo.

Okwesibili, imali engenayo emaphakathi ngomsebenzisi kungenzeka kuphela inkomba yesibili. Akenzi ukubonisa isimo ibhizinisi lakho kanye nezinkinga kungenzeka. Yini i-ARPU? Lena imethrikhi ebonisa ukuthi indlela ababhalisile abaningi bachitha, kodwa hhayi inzuzo yakho. Izibalo musa acabangele izindleko yokukhangisa bese beshayela traffic, izintela nokunye. D. Ngakho-ke, ngisho izindinganiso eziphakeme musa ukuqinisekisa ukuthi ningena plus.

5 ukumaketha iziyisikhombisa ukwandisa ARPU

Enye kusimo abalulekile metric ibhizinisi - ke akukuniki umqondo wokuthi ngaphezu amanani, umthelela amazinga okuphila. Kodwa ukushaya izimbangi, "jerking" kuyinto isigwedlo eyodwa kuphela akunakwenzeka. Ukuziphatha kwabathengi kuthinta lenqwaba izici. Futhi umsebenzi oyinhloko - ukuqinisekisa ukuthi wakhetha hhayi phakathi inkampani yakho kanye izimbangi kanti phakathi ongakhetha ukuthi wena unikele. Njani ukwenza lokhu?

Miningi imisebenzi nezinketho

Kumele olusha njengoba ukwanda izidingo izethameli eziqondiwe sika. Abantu ngokunethezeka, lapho konke kungenziwa endaweni eyodwa. Isibonelo esimangalisayo - abahlinzeki Inthanethi. Manje cishe bonke of them ngamasevisi cable TV. Iklayenti uxhuma bese, nokuningi - ARPU iyakhula. Kuthatha ukuze iqashwe-Wi-Fi router - ayezolithola. Angazi kanjani walimisa - enye plus.

Ungesabi ukwethula amasevisi amasha. Ngisho noma isidingo kubo sincane, ningalahlekelwa labo abangase babe abathengi, kodwa kubaluleke kakhulu.

"Ukugcwalisa" izimali

Qhubekela phambili. Kanjani ukuphoqa abasebenzisi ukuthenga izinsizakalo ezengeziwe? I elula kakhulu futhi kancane indlela - ukufaka nabo intengo tariff eziyisisekelo izinhlelo. Lokhu ngenkuthalo ukusebenzisa opharetha mobile. Ngisho noma empeleni udinga kuphela okuhle 3G-Inthanethi "ku ziwumthwalo 'kuye uthola ngomzuzu izingcingo kanye SMS. Nokho, amathuba amaningi inikeza tariff, ayanda ukubaluleka kwayo emehlweni umthengi. Ngakho, ungakwazi ukwandisa kakhulu ukubaluleka amasevisi abo.

Kukhona enye indlela, uma umsebenzisi ekhetha ukhetho ukuthi udingani, futhi okhokhela eceleni for ngakunye. Lokhu kusebenza emihle lapho amazinga ejwayelekile ube nenani elanele emehlweni ikhasimende futhi zihluke iminikelo izimbangi '. Kuyini plus? Umsebenzisi engazizwa ukuthi into ebekiwe - acabanga ukuthi wenza ukukhetha futhi kungenzeka udlulisa amasevisi athile nganoma yisiphi isikhathi. In practice, lokhu ngokuvamile akekho owenza, kodwa kukho uxhumano kungaba komzamo eseceleni by izikhathi 1.5-2.

Nokho - ke ushibhile

Packages - lamathuluzi enamandla kakhulu ngenxa yokwanda ARPU zokubhalisa. avame ukufaka phakathi izakhi 2-3:

• "Lokomotiv" - ngesisekelo; umkhiqizo odumile kokuba esitebeleni ukufuneka kakhulu.
• "Izimoto" - amasevisi funa entsha noma kancane ukuthi kumele uze emakethe.

Lokubaluleke kakhulu iyona isaphulelo. Intengo iphakethe kungaba 70-80% ngaphansana izindleko izinsizakalo ezifanayo ngokwehlukile. amaphakheji Okuningi ezivamile fixed ukuthi izinhlelo ngezimiso ezithile, isibonelo, i-Internet 50 Mbit / s neziteshi 100.

Imikhiqizo zingahlanganiswa ngentengo ( "Umnotho", "Standard", "Premium"), noma ukujwayela ukuba izingxenye ezahlukene amakhasimende. Samuntu yesibili livame ukusetshenziswa amabhange. Ngokwesibonelo, e "UniCredit Bank" abashayeli ungathola 3% imali emuva amagalaji kaphethiloli, abahambi - buthelela amabhonasi kanye uzihlanganyele for amathikithi.

Kodwa ukuze ngempela ngezifiso sipho sabo, kungcono ukunikeza umsebenzisi ikhono ukhethe ezifanele wesevisi ngayinye. Isaphulelo kulokhu ibalwa ngamunye on algorithm ethile.

Amaphakheji can futhi kufanele kuhlanganiswe ongakhetha tariff.

lwamakheli okubhekiswe

Ungakhohlwa uhlale uthintana amaklayenti ekhona. Phela, labo kakade wajabulela izinsiza zakho, kuba lula kakhulu ukunikela tariff ezibizayo noma izici ezingeziwe. Ngokwesibonelo, ngokwenza Ukukhetha ababhalisile ngubani kudle ivolumu enkulu kunazo nyangazonke amasevisi ungakwazi ubaphe uhlelo elikhethekile ruble angu-50 kuphela. ezibizayo, kodwa izikhathi eziningana inzuzo kakhulu kunaleso zamanje.

Nokho, uma i-akhawunti yakho kusayithi, abasebenzisi abakwazi ugcwalise ulwazi olumayelana nawe - .. isimo sokushada, phambi kwezingane, njll Le datha kuzokusiza ukwakha sipho ngezifiso seqembu ngalinye.

izinhlelo Flyer njalo

Futhi enye indlela ephumelelayo ukwandisa ARPU. Kuyini, wonke umuntu uyazi - iklayenti uthola ikhadi siqu, okuyinto ngakho konke ukuthenga "ukuvuza" amabhonasi. Ngemva kwalokho, ngabo ungathola isaphulelo noma umklomelo nezinye izinsiza. Ngaphezu kwalokho, ngosizo izinhlelo ezifana kungandisa yokuthengisa imikhiqizo ethile bacela zona izikhathi eziningana izikhathi ezimbalwa kakhudlwana ibhonasi amaphuzu.