
ãã®ã€ã³ã¿ãã¥ãŒã§ã¯ã SplitMetricsãµãŒãã¹ã®å ±åèšç«è ã§ããEugene Nevgenãšè©±ãããŸãã å瀟ã¯ãAppleã¹ãã¢ãšGoogleã¹ãã¢ã®ã¢ããªã±ãŒã·ã§ã³ããŒãžã®å€æãªã©ã®éèŠãªææšããã¹ãã§ãããµãŒãã¹ãéçºããŸããã ããã«ãSplitMetricsã¯ããŠãŒã¶ãŒã®ã€ã³ã¹ããŒã«ã®æ±ºå®ã«åœ±é¿ããå€ãã®èŠå ãæããã«ããŸãã ããã«ãããã²ãŒã ã«é¢ãã説æãåçããŸãã¯ãããªãå€æŽããããšã«ãããã³ã³ããŒãžã§ã³ãå¢ããããšãã§ããŸãã ãã®ã¢ã€ãã¢ã¯éåžžã«èå³æ·±ããã®ã§ããããã®ãããã§ã¹ã¿ãŒãã¢ããã¯ãªããšãæè³ãåŸãããšãã§ããä»ã§ã¯äŒç€Ÿãç±³åœã«ãªãã£ã¹ãéèšããŸããã
ãã®ãããã¯ãåãäžããã®ã¯ä»åãåããŠã§ã¯ãªãããšãèŠããŠãããŠãã ããã Appodealããã°ã§ãã¢ããªã¹ãã¢ã§ã®ãã¬ãŒã³ã¹ãæé©åããããã®åºæ¬çãªãã³ããæ¢ã«å ¬éããŠããŸãã ãšããã§ã賌èªããããšãå¿ããªãã§ãã ããã
ã€ã³ã¿ãã¥ãŒã«é¢ããŠã¯ã次ã®åœ¢åŒã§è¡šç€ºãããŸãããQïŒã-ã¡ã€ã³ã®ã€ã³ã¿ãã¥ã¢ãŒã®è³ªåããEïŒã-Evgeny Nevgenã®åçã ãã¹ãŠãã·ã³ãã«ã§ãã
QïŒå€ãã®äººããã§ã«ããªãã®ããšãç¥ã£ãŠããããšãèæ ®ããŠãäŒç€Ÿã«ã€ããŠç°¡åã«è©±ããŠã¿ãŸãããã ãããã£ãŠãäž»ãªã¿ã¹ã¯ã¯ã©ã³ãã£ã³ã°ããŒãžãæé©åããããšã§ãã ãã®ããšãèãã人ã®é ã«æåã«æµ®ãã¶ã®ã¯ããããããã¢ããªã±ãŒã·ã§ã³ã¹ãã¢ã®çµ±èšã«ã¢ã¯ã»ã¹ã§ããªãããšãã質åã§ãã äœããŠãã®ïŒ
EïŒããã¯ãããã質åã§ãã ãã®ãããApp StoreãŸãã¯Google PlayãšåãèŠçŽ ãæã€WebããŒãžãäœæããŸãã ããã¯ããã¡ã€ã³ã§ãã¹ããããWebããŒãžã§ãããApp StoreãŸãã¯Google Playã®åæ§ã®ããŒãžãšåãèŠçŽ ãæã¡ãåãååã§æ©èœããŸãã ç§ãã¡ãå®éšãè¡ãã®ã¯ãããã®ããŒãžã§ããã蚪åè ã¯åºåãããããã«ã¢ã¯ã»ã¹ããŸãã
App Storeã®ã¢ããªã±ãŒã·ã§ã³ããŒãžã®æé©åã«å ããŠã蚪åè ã®è¡ååæãæäŸããŸããã€ãŸããã©ã®ã¢ã€ã³ã³ãŸãã¯ã¹ã¯ãªãŒã³ã·ã§ããã眮ãããšãã質åã«çããã ãã§ãªããã¿ãŒã²ããURLãžã®èšªåè ã®è¡åã«é¢ããæ å ±ãæäŸããŸãã ã€ãŸãããŠãŒã¶ãŒãã¹ã¯ãªãŒã³ã·ã§ããã«èå³ãæã£ãŠãããã©ãããã¹ã¯ããŒã«ããããèŠãæéãã®ã£ã©ãªãŒã®ãã«ãµã€ãºã®ã¹ã¯ãªãŒã³ã·ã§ãããéããããµã ãã€ã«ã®ã¿ãèŠãããªã©ã§ãã ãŠãŒã¶ãŒã¯èª¬æãèªããã©ããã ããã«å¿ããŠãããšãã°ã¢ããªã±ãŒã·ã§ã³ã®èª¬æã翻蚳ãããªã©ãæéãšãéãæè³ãã䟡å€ããããã©ããã«ã€ããŠããã§ã«æ±ºå®ãäžããŠçµè«ãââåºãããšãã§ããŸãã ãŸãã¯ãã¹ã¯ãªãŒã³ã·ã§ããã«çŠç¹ãåœãŠãæ¹ãè¯ãã§ãããã
ãããªã«é¢ãã質åã¯çŸåšéåžžã«é¢é£æ§ãé«ããããŒãžäžã®ãããªã¯ããããã¢ããªãã¬ãã¥ãŒã§ãã ãã®ã¢ããªã®ãã¬ãã¥ãŒãè¡ãå¿ èŠããããã©ããã ã¯ã©ã€ã¢ã³ããæ¥ãŠããã®ãããªè³ªåãããéåžžã«ã·ã³ãã«ãªãããªãäœæããQuickTimeã䜿çšããŠã¹ã¯ãªãŒã³ãã£ã¹ããé²ç»ããããšãããšãããªãé »ç¹ã«çºçããŸãã 次ã«ãããŒã±ãã£ã³ã°æ åœè ã¯ãåç»ãããšåç»ãªãã®å®éšãäœæãã蚪åè ããã®åç»ãèŠãŠãããã©ãããšããããã³ã³ããŒãžã§ã³ã«äžãã圱é¿ã«é¢å¿ããããã©ããã確èªããŸãã
QïŒæ£ããçµè«ãåŒãåºãã«ã¯ã©ããããã®ãã©ãã£ãã¯ãå¿ èŠã§ããïŒ
EïŒããã¯ãApp Storeã§ã®ã³ã³ããŒãžã§ã³ãšãäžè¬çã«ãã¢ã¯ãã£ããªèšªåè ãã©ã®çšåºŠåºåã«èå³ãæã£ãŠãããã«ãã£ãŠç°ãªããŸãã ã€ãŸããã¿ãŒã²ãã£ã³ã°ã«å€§ããäŸåããŠããŸãã
QïŒã¯ããããããŸããã 察象ãçµã£ãã¢ããªã±ãŒã·ã§ã³ã®å Žåãäœããã®ã¢ã¯ã·ã§ã³ãèŠãããã«ããå€ãã®ãã©ãã£ãã¯ãå¿ èŠã«ãªããŸãã
EïŒãŸãã¯ãã®éã ã¢ããªã±ãŒã·ã§ã³ãåºããããããApp Storeã§ã®ã³ã³ããŒãžã§ã³ãéåžžã«äœãå ŽåããããããŸããã ããšãã°ããªãã©ã€ã³ããããªã©ãç¹å®ã®éåžžã«æ確ãªã¢ããªã±ãŒã·ã§ã³ã®å Žåãå€æã¯éåžžã«è¯å¥œã§ãã ã²ãŒã ã§ã¯ããã®ã»ã°ã¡ã³ãã§ã®ç«¶äºãéåžžã«æ¿ãããããã³ã³ããŒãžã§ã³ã¯ãŸããŸãã§ãã åçã¢ããªã±ãŒã·ã§ã³ã¯ããããéåžžã«åºç¯ãªãããã¯ã§ãããå€ãã®ã¢ããªã±ãŒã·ã§ã³ããããããå€æããŸããŸãã§ãã äžè¬ã«ãåããªãšãŒã·ã§ã³ã«1,000人åã®èšªåè ãéä¿¡ããããšããå§ãããŸãã ãããã2ã€ã®ããªãšãŒã·ã§ã³ã®ãã¹ãã«ã€ããŠã¯ãçŽ3,000ã§ãã ã³ã³ããŒãžã§ã³çãé«ãå Žåãå¿ èŠãªãã®ã¯ã¯ããã«å°ãªããªããŸãã
ãšããã§ããã©ãã£ãã¯ãè³Œå ¥ããå¿ èŠã¯ãããŸãããããšãã°åºåã§ãã ã»ãšãã©ã®ã客æ§ã¯Facebookã§ãã©ãã£ãã¯ãè³Œå ¥ããŠããŸãã åœç¶ããã©ãã£ãã¯ã¯éåžžã«é«å質ã§ã¿ãŒã²ãããçµã£ãŠããŸãããæ§ããã«èšã£ãŠããæãå®ãã¯ãããŸããã åæã«ãä»ã®ãœãªã¥ãŒã·ã§ã³ããã©ãã£ãã¯ãåŒãä»ããä»ã®ãã©ãããã©ãŒã ããããååãªæ°ã®ã客æ§ãã¯ãã¹ããã¢ãŒã·ã§ã³ãã€ãŸããã®ãããªå®éšã®ããã®ä»ã®ã¢ããªã±ãŒã·ã§ã³ããã®åºåã䜿çšããŠããŸãã ãããæ©èœãããã©ãã£ãã¯ãšåºåãç¯çŽã§ããŸãã
QïŒå¶éãèœãšãç©Žã¯ãããŸããïŒ ã©ã®ã¢ããªã±ãŒã·ã§ã³ããã¹ãã«é©ããŠããŸãããïŒ
EïŒååãšããŠãç§ãæ¢ã«èšã£ãããšïŒã¢ããªã±ãŒã·ã§ã³ããŠãŒã¶ãŒãããŸãåŒãä»ããªãå Žåãåé¡ãçºçããå¯èœæ§ããããŸã-ã³ã³ããŒãžã§ã³ãåæããã®ã«å€§éã®ãã©ãã£ãã¯ãå¿ èŠã«ãªããŸãã äžéšã®ã客æ§ã¯åœåãããæ³å®ã§ãããæåã®å®éšãéå§ããŠãããå€ãã®ãã©ãã£ãã¯ãå¿ èŠã§ããããšãèªèããŠããŸããããã®éãèŠã€ããããšãã§ããŸããã ããã¯ãããããå€ããå°ãªããç®ç«ã£ãå¯äžã®åé¡ã§ãã
QïŒãã¹ãã®éåžžã®éå§äºç®ã¯ãããã§ããïŒ
EïŒãã®è³ªåã«çããã®ã¯é£ããã§ãã ç§ã¯100-200ãã«ä»¥äžããã ãšæããŸãããããã¯éåžžã«ããããã§ãã
QïŒããããŸãããé åºã¯æ確ã§ãã ããªãã®ä»äºã®ä»çµã¿ã«éçºè ãæ©ãŸããåé¡ã«æ»ããŸãããã ã¢ããªã±ãŒã·ã§ã³ã®ãã¹ãããŒãžã«ã¢ã¯ã»ã¹ãããŠãŒã¶ãŒã¯ã©ããªããŸããïŒ åœŒãã¯æ¥ãŠã圌ããã«ã¿ãã°ã«ãããšä¿¡ããŠããŸãã
EïŒåœç¶ãããã¯äžè¬ã«ããµãŒãã¹ã®åºæ¬çã§äž»èŠãªååã§ãããŠãŒã¶ãŒã¯ãå®éšã«åå ããŠããããšãç¥ããªãã§ãã ããã 蚪åè ãå°çãããšããã§ã«1ã€ã®ããªãšãŒã·ã§ã³ãå²ãåœãŠãããŠããŸããã€ãŸããä»ã®ããªãšãŒã·ã§ã³ã¯è¡šç€ºãããŸããã 圌ã¯ãã¹ãã«åå ããŠããããšãç¥ãããéåžžã®ç¶æ ãšåãããã«åäœããŸãã ã€ãŸãã圌ã«ãšã£ãŠããã¯éåžžã®æ¡ä»¶ã§ãã 圌ã¯ããŒãžã調ã¹ãŠãã¢ããªã±ãŒã·ã§ã³ãã€ã³ã¹ããŒã«ãããã€ã³ã¹ããŒã«ããªããã®æ±ºå®ãäžããŸãã
å®éãããã¯å®éšã§ãã圌ãã¢ããªã±ãŒã·ã§ã³ãã€ã³ã¹ããŒã«ãããã©ããã確èªããŸãã ãããApp Storeã§ã¯ãªããšããäºå®ã«é¢ããŠã¯ãããã¯ãŠãŒã¶ãŒãApp Storeãšåºââå¥ããªãããã«èšèšãããWebããŒãžã§ãã 調æ»ãè¡ã£ããšããããŠãŒã¶ãŒã¯æ°ã«ããªãããšã«æ°ä»ããŸããã ããç¥ã£ãŠããèŠçŽ ã衚瀺ãããåãããã«ã¹ã¯ããŒã«ããã¢ã€ã³ã³ãã¹ã¯ãªãŒã³ã·ã§ããã衚瀺ãããŸãã
1ã€ã®ãã€ã³ãããããŸããæåã¯ãã¢ããªã±ãŒã·ã§ã³ã¹ãã¢ã®ä»ã®ãã¶ã€ã³ãäœæããŸããã ã€ãŸãããã¹ãããŒãžã¯App StoreãGoogle PlayãšããŸã䌌ãŠããŸããã§ãããããŠãŒã¶ãŒã¯ä»¥åãšåãããã«åäœããŸããã
2çªç®ã®èå³æ·±ãç¹ïŒããšãã°ãFacebookã§ãã©ãã£ãã¯ãè³Œå ¥ãããšãFacebookã§Webãã¥ãŒããã€ãã£ãã¢ããªã±ãŒã·ã§ã³ã§URLãéããŸããã€ãŸããSafariãå¥ã®ãã©ãŠã¶ãŒãããã³FacebookãŠãŒã¶ãŒã®å ŽåãååãšããŠããã£ã¬ã¯ããªã«éåžžã«äŒŒãŠããŸãã ãã®ãããã¯ãæ¬åœã«ç解ããŠããªããã°ããããApp Storeã§ã¯ãªãããšã«æ°ä»ããªãã§ãããã
ãŸãããŠãŒã¶ãŒã®å人ããŒã¿ã¯äžååéããŠããŸããã ãã¹ãŠã®ããŒã¿ã¯éå人åããã³éå人åãããŸãã ãŸãããã¹ã¯ãŒããã¯ã¬ãžããã«ãŒããåéããããšããã¢ããªã±ãŒã·ã§ã³ãã€ã³ã¹ããŒã«ããããšããããŸããã ãã¹ãã®ã¿ãè¡ãããã®åŸããŠãŒã¶ãŒãå®éã®App StoreãŸãã¯Google Playã«éããŸãããŠãŒã¶ãŒã¯ããã§ãç¡æã§ã¢ããªã±ãŒã·ã§ã³ãè³Œå ¥ãŸãã¯ã€ã³ã¹ããŒã«ã§ããŸãã
QïŒç§ã¯æåŸã®ç¬éã«ã»ã®ããããŠããŸããã ãããããŠãŒã¶ãŒããããŸãã«èšã£ãŠApp Storeã«æ¥ãŠããåã³ã¢ã¯ã»ã¹ãããšããäºå®ã«é¢é£ããåŠå®çãªç¹ã¯ãããŸããïŒ
EïŒãã®æ®µéã®èšªåè ã®30ïŒ ã¯é¢è±ããŸãã 圌ããããããApp Storeãåã³èŠããšããããã€ãã¯å»ããŸããã ã¡ãªã¿ã«ãApp Storeã§ãã¹ã¯ãŒããèŠæ±ãããå Žåã§ãããŠãŒã¶ãŒãã¢ããªã±ãŒã·ã§ã³ãããŠã³ããŒããããå Žåã¯ãããŠã³ããŒãããã¯ãªãã¯ããŠãApple IDãŸãã¯Apple IDãããã¹ã¯ãŒããå ¥åããŠãã ããããšèšã調æ»ãèªã¿ãŸããã äœããã®ã¢ã¯ã·ã§ã³ãå®è¡ããå¿ èŠãããå Žæã«è¿œå ã®ãã€ã¢ãã°ã衚瀺ãããããã§ãã
ç§ãã¡ã®ç¶æ³ã§ã¯ãã¹ããŒãªãŒã¯ã»ãŒåãã§ãããŠãŒã¶ãŒãäœããããå¿ èŠãããããšãåã³èŠããšã蚪åè ã®äžéšãå»ããŸãã ããã«ãApp Storeã«ãªãã€ã¬ã¯ããããšãã«ã€ã³ã¿ãŒãããã匱ããããç¹å®ã®éšåãè±èœããŸãã ããããç§ãã¡ã®äž»ãªç®æšã¯ããŠãŒã¶ãŒã«ã¢ããªã±ãŒã·ã§ã³ã«ã¿ãã°ã«ã¢ããªã±ãŒã·ã§ã³ãããŠã³ããŒããããããšã§ã¯ãªãããã®ã¹ãã¢ã§ãŠãŒã¶ãŒã«ã¢ããªã±ãŒã·ã§ã³ãããŠã³ããŒããããæ¹æ³ãç解ããããšã§ãã ã€ãŸããå®éšãè¡ãããšã§ãã
QïŒå¥ã®è³ªåã§ãã ç§ãæ°ããéçºè ã§ãããŒãžãæé©åããããšããŸãã äžè¬çãªãã³ãã«è³ãåŸããã®ã§ã¯ãªããA / Bã§ã¢ããªã±ãŒã·ã§ã³ã®ãã¹ãã«ãéããããå¿ èŠãããã®ã¯ãªãã§ããïŒåœŒãã¯ããããªã¯äŸ¿å©ã§ã誰ã«ãšã£ãŠãå¹æçã§ãããããŒãžã«è¿œå ãããšèšã£ãŠããŸãã
ããšãã°ãRovioã¯ããªããšã®èšå€§ãªãã¹ããåããŠããŸãã èªåã®çµéšãšçµ±èšã«åºã¥ããŠãApp Storeã§ã®ã¢ããªã±ãŒã·ã§ã³ã®ãã¬ãŒã³ããŒã·ã§ã³ãããæé©åããæ¹æ³ã«é¢ããèšäºãHabrã«åãäžããŠå ¬éãããšæ³åããŠãã ããã 察象èªè ãç°ãªããããã¯ããšã«ãã¢ããªã±ãŒã·ã§ã³ããšã«ãã³ãã¯ã©ã®çšåºŠç°ãªããŸããïŒ
EïŒãã®ãããªãã³ããã¬ã€ããèšäºã¯ã仮説ã®ãªã¹ãã«è¿œå ããã®ã«éåžžã«é©ããŠããŸãããææ決å®ã«ã¯é©ããŠããŸããã ãªãã§ïŒ Rovioèªèº«ã§ãã倧ããªçºèŠãããããã§ãã ããšãã°ã圌ãïŒããã³ä»ã®ã»ãšãã©ã®ã²ãŒã éçºè ïŒã¯åžžã«æ°Žå¹³æ¹åã®ã¹ã¯ãªãŒã³ã·ã§ããã䜿çšããŠããŸãã

ããã¯ãã²ãŒããŒãããæ £ããŠããå¯èœæ§ãé«ãããããããè¡ãã¹ãã§ãããšä»¥åã¯èããããŠããŸãããããã«ã¹ã¯ãªãŒã³ã§ã²ãŒã ãã¬ã€ãå匷ããæ¹ã䟿å©ã§ãã ãŸããä»ã®Rovioãã¹ãã§ã¯ãæ°Žå¹³ã¹ã¯ãªãŒã³ã·ã§ãããé »ç¹ã«äœ¿çšããããšãããããŸããã Angry Birdsã®ç¬¬2éšã§ã¯ã圌ãã¯ãã ãã§ãã¯ããããšã«æ±ºããŸãããã¹ã¯ãªãŒã³ã·ã§ãããåçŽã«ãããšã©ããªããŸããïŒ

ãããŠãåçŽã¹ã¯ãªãŒã³ã·ã§ãããããŸãæ©èœããã®ã¯ããã®ã²ãŒã ã®ããã§ããããšãå€æããŸããã ãŸããAngry Birdsã¯ãã²ãŒããŒãã®æŠå¿µããéåžžã«é ã人ã§ããã¬ã€ã§ãããããªã²ãŒã ã ããã§ãã äŸãã°ãç§ã¯ãããªãèŠãã ããªããã»ãšãã©åžžã«ã¹ããŒããã©ã³ãåçŽã«ããŸãã«æ°Žå¹³ã«æã£ãŠããŸãã

ä»ã®äººã®ã¢ããã€ã¹ã¯çŽ æŽããããšèšãããã®ã§ãããã¢ããªã±ãŒã·ã§ã³ãšå¯Ÿè±¡èªè ã®ãã¹ãŠããã§ãã¯ããå¿ èŠããããŸãã
QïŒãã®ã±ãŒã¹ã¯éåžžã«æ確ã§ããã¹ããè¡ââãããçç±ãæããã«ãªããŸãã ããžãã£ãã«ã€ãªãã£ãä»ã®å®éšã¯ãããŸããïŒããã¯èšãããšãã§ããŸããããããšãç§å¯ã§ããïŒ
EïŒä»ã§ã¯äœãæãæµ®ãã°ãªãã äž»èŠãªèªç©ºåžè²©å£²æ¥è ãšã®ãã¹ãããããŸããã çµè«ãšããŠããã®äŒç€Ÿã¯ã»ãšãã©èª°ãèŠãªãã£ããããªãäœã£ããšããããšã§ãã
ããã¯ãŸããçåãçããïŒãªãã§ããïŒ ããã¯ãã·ã¢ã§ãã¹ããè¡ââãããããã«èµ·ãã£ããšçµè«ä»ããŸããããã·ã¢ã§ã¯å€ãã®äººããã§ã«ããããç¥ã£ãŠããã誰ããã¢ããªã±ãŒã·ã§ã³ãããŠã³ããŒãããããã«ãªã£ãŠããŠãŒã¶ãŒã¯æ°ãæ£ããããŸãã-圌ã¯ã¢ããªã±ãŒã·ã§ã³ãå¿ èŠãšããŸã ãã·ã¢ã®ãŠãŒã¶ãŒããã®åç»ãèŠèŽããããšã¯ããã»ã©éèŠã§ã¯ãããŸããã誰ãããããããã±ãããè³Œå ¥ããããã®ã¢ããªã±ãŒã·ã§ã³ã§ããããšãç¥ã£ãŠããŸãã å éšã«ã¯ã©ããªé©ãããããŸããïŒ
ããããåæã«èå³æ·±ãããšã«ããããªã¯éåžžã«å€ãã®å Žåãã¹ã¯ããŒã«ãšã¹ã¯ãªãŒã³ã·ã§ããã®è¡šç€ºåæ°ãå¢ãããŸãã App Storeã«ã€ããŠè©±ããŠããå Žåããããªã¯æåã®ã¹ã¯ãªãŒã³ã·ã§ããã®ä»£ããã«é 眮ãããŸãã ãããŠã蚪åè ã¯ä»ã®äººãèŠãããã«ãã®æåã®ç»é¢ãã¹ãããããã¹ã¯ããŒã«ããã»ã¹ã«é¢äžããããã«ã¹ã¯ããŒã«ããŸãã ãã®ãŠãŒã¶ãŒã®åäœã¯ããã¹ãã§ç¢ºèªãããŠããŸãã ä»ã®äŸããããããããŸããããç§ãã¡ã¯ãŸãã«ãããããŸããã
QïŒã ããç§ã¯ææ¡ããããšããŸããå€åç§ã¯ããçš®ã®ã±ãŒã¹ãèŠããŠããŸãã ç§ã®çµéšã§ã¯ãããšãã°ãœãŒã·ã£ã«ãããã¯ãŒã¯äžã®ããçš®ã®ã³ã³ãã³ãã䜿çšããŠãã¹ããè¡ã£ããšããæããã«æªãã³ã³ãã³ããç°åžžã«ããŸãå ¥ã£ãŠããããšãå€æããããšããããŸããã ããšãã°ãèªå® ã§æºåãããµã©ãããªãªããšãµã©ããã·ã§ããäœã£ãçŸãããµã©ãã®åçãå ¥ããå ŽåããããŒã ããµã©ãã®å€èŠ³ãéåžžã«ã¯ã£ããããŠãããããæåã®ãµã©ããããå¹æçã§ãã å®å šã«çŸããå¿ èŠã¯ãããŸããã
ãŸãã¯å¥ã®äŸïŒOdnoklassnikiã§ã¯ãã²ã©ãããã«èŠããŸããããã£ããã§æžãããããã¹ããããŸãæ©èœããå ŽåããããŸãã ãã ãããã®ãããªããã¹ãã¯å€æã«é©ããŠããŸãã ããŠãæ©èœããŠã¯ãããªããã®ãæŸãäžããŠæ©èœããã¯ãã®ãªããã®ãããå Žåãåæ§ã®äŸããããŸããïŒ
EïŒåå¥ã®ã¹ããŒãªãŒã§ããçºçããããšã¯ãããŸãããåºæ¬çã«ããã¶ã€ããŒãã¢ããªã±ãŒã·ã§ã³ã®çŸåšã®ã¹ã¯ãªãŒã³ã·ã§ãããææ°ã®ãããã§ãã·ã§ãã«ãªã¹ã¯ãªãŒã³ã·ã§ããã«å€æŽããããšã決å®ããå Žåããã®ãããªé »ç¹ãªã¢ãããŒãã§ãã 圌ã¯æå°éã®ã¹ã¯ãªãŒã³ã·ã§ãããæ®ããŸããããšãã°ãiPhoneãšãã®äžã®ç¢æã ãã§ãã ãã¶ã€ããŒã¯27ã€ã³ãã«ã¹ã¯ãªãŒã³ã·ã§ãããæãããã©ã³ããã»ã¯ã·ãŒãªiPhoneãã¹ã¯ãªãŒã³ã·ã§ãããäœæããŸããã ãããããã¶ã€ããŒã¯ããã¹ãŠãéåžžã«ã·ã³ãã«ã§éåžžã«ãããã«ã§ããå¿ èŠããããšèããŠãããšããäºå®ã®ããã«ãæ°ããã¹ã¯ãªãŒã³ã·ã§ãããæ£ç¢ºã«æ©èœããªãããšããããããŸãã ããããæã«ã¯ãã®ããšã¯æ©èœããŸããã ç¹°ãè¿ããŸãããããã¯èŠ³å®¢ã«å€§ããäŸåããŸãã Odnoklassnikiã«ã€ããŠè©±ããŠããã ãã¶ã€ããŒã¯ã蚪åè ã®åæ°ä»¥äžããã«ã¹ã¯ãªãŒã³ã®ã¹ã¯ãªãŒã³ã·ã§ããã®ã£ã©ãªãŒãéããªãå¯èœæ§ããããšèããªãå Žåããããåã«ããã¹ããèªãããšãã§ããŸãã-å°ããããŠããµã ãã€ã«ã«è¡šç€ºãããããã£ãããšçµåããŸãã
ããããããã¯æ®éçãªã¢ããã€ã¹ã§ã¯ãªããåžžã«ããã§ãããšã¯éããŸããã Instagramã®ã¹ã¯ãªãŒã³ã·ã§ãããèŠããšãäžè¬çã«ç°¡åãªå Žæã¯ãããŸããã ã€ã³ã¿ãŒãã§ãŒã¹ã®äžéšãšäžéšã®ããã¹ãã ããããInstagramã¯æåã§æåãªã¢ããªã±ãŒã·ã§ã³ã§ãã
äžè¬ã«ãã¹ã¯ãªãŒã³ã·ã§ãããæ®ã£ãŠã蚪åè ãæåéã1ç§éã0.5ç§éèŠããšãã«äœãã«ç®ãåããããããã«ããå¿ èŠããããŸãã
QïŒãŸã ãã¹ãããŠããªãã¢ããªã±ãŒã·ã§ã³ã®ææè ã«èªãŸããŠããå Žå-ãããã圌ã®ã¢ããªã±ãŒã·ã§ã³ããŸã ãªãªãŒã¹ãããŠããªãå Žåã圌ã¯ãããèµ·åããæ¹æ³ãèããŠããŸãã äœããå§ãããŸãããããªãã«çŽè¡ããŠããŒã¿ãã¹ããéå§ããããæåã«ããã€ãã®æç®ãèªãã§ãã ããã ããã°ã«æ²èŒãããŠããåºçç©ã«å ããŠãé©åãªèšèšã®ãããã¯ãèªãããšããå§ãããŸããïŒ
EïŒãŸããApp Storeã§ã¢ããªã±ãŒã·ã§ã³ããªãªãŒã¹ãããåã§ãã£ãŠããã¹ããèš±å¯ããŠããããšã«ããã«æ³šæããŸãã ãµãŒãã¹ã®äž»ãªã¿ã¹ã¯ã¯æ¬¡ã®ãšããã§ã.1ã€ç®ã¯ã©ã®ã¢ã€ã³ã³ãã¹ã¯ãªãŒã³ã·ã§ãããåªããŠããããå€æããããšã2ã€ç®ã¯ãŠãŒã¶ãŒã®è¡åã®åæã3ã€ç®ã¯éåžžã«èå³æ·±ãéšåã§ããããµãŒãã¹ã«ãã£ãŠã¢ããªã±ãŒã·ã§ã³ææè ãã¹ã¿ãŒãã¢ããææè ãèªåã®äœçœ®ãããããç解ã§ããããšã§ã
顧客ãç§ãã¡ã®ãšããã«æ¥ãŠã補åãæã£ãŠããŠã補åã«ã€ããŠã®ã¢ã€ãã¢ãæã£ãŠããã®ã«ãæè¿ã§ã¯ãããŸããã§ããããåžå Žã«æ£ããé 眮ããæ¹æ³ãç¥ããŸããã§ããã ãã®ãããªå Žåãã¢ããªã±ãŒã·ã§ã³ããªãªãŒã¹ãããåããã£ã¬ã¯ããªã«åºåãããåã«ãã¹ããå®è¡ã§ããŸãã 次ã«ãApp StoreãŸãã¯Google Playã®ãããŠã³ããŒãããã¿ã³ãã¯ãªãã¯ãããšãã¢ããªã±ãŒã·ã§ã³ããŸã å©çšã§ããªãããšã瀺ããã€ã¢ãã°ãã©ã³ãã£ã³ã°ããŒãžã«è¡šç€ºãããŸãããé»åã¡ãŒã«ãæ®ãããšãã§ãããªãªãŒã¹ããããšããã«éç¥ããŸãã
äžæ¹ã§ã¯ããã¹ããŠãŒã¶ãŒããŒã¿ããŒã¹ãèµ·ååã«ã¢ã»ã³ãã«ãããŠããŸãããããäžæ¹ã§ã¯ããã¹ããå®æœããããšã¯æ¢ã«å¯èœã§ãã éåžžã«éèŠãªã®ã¯ãããªãã®èŽè¡ãç解ããããšããããšã§ããããã¯ã©ããªèŽè¡ã§ãããã©ããªçš®é¡ã®æšçã§ãããã§ãã ãã以åã¯ãã¿ãŒã²ãã£ã³ã°ããªããããã©ãã£ãã¯ãéåžžã«é«äŸ¡ã«ãªããããäœããã®ãã¹ããè¡ãããšã¯éåžžã«å°é£ã§ãã ãã®ãããªãã¹ãã¯ãã©ã®ãªãŒãã£ãšã³ã¹ãè¡åããŠããããã©ã®ãªãŒãã£ãšã³ã¹ã補åã«é¢å¿ãããããããããç解ããã®ã«åœ¹ç«ã¡ãŸãã
QïŒãããããã¹ããéå§ããã«ã¯ãäžé£ã®ããŒãžãäœæããå¿ èŠããããŸããã€ãŸãã仮説ãå¿ èŠã§ãåºæ¬çãªãªãã·ã§ã³ãå¿ èŠã§ãã ããã§äœããå§ãããŸããïŒ äººã ã¯ã©ãã«æºåã«è¡ããŸããïŒ
EïŒè£œåã®ãã¹ãŠã®æ©èœã衚瀺ããå¿ èŠããããŸãã ãŸããã¢ããªã±ãŒã·ã§ã³ã«ã¿ãã°ã§ã®è£œåã®ãã¬ãŒã³ããŒã·ã§ã³ã§æãéèŠãªããšã¯ããã®ã¢ããªã±ãŒã·ã§ã³ãã¯ã©ã€ã¢ã³ãã«ããããã¡ãªããã瀺ãããšã§ãã 倧ãŸãã«èšãã°ããŠãŒã¶ãŒããã®ã¢ããªã±ãŒã·ã§ã³ã䜿çšããåŸããªããŠãŒã¶ãŒã®ç掻ãè¯ããªãã幞ãã«ãªãã®ãã ç§ã¯ãã®ã¢ãããŒããå人çã«æã£ãŠããŸãã
QïŒããã§ãããã¯æããã§ããã®ã§ãæœåšçãªæªæ¥ãèŠãŠã¿ãŸãããã ãŸããæè³ã«ããã§ãšãããããŸãã
EïŒããããšãïŒ
QïŒä»åŸã®éçºèšç»ã¯äœã§ããïŒ
EïŒãããããããã®èšç»ã ã€ãŸããéçºè ã§ã¯ãªããã¢ãã€ã«ããŒã±ãã£ã³ã°æ åœè åãã®ãã©ãããã©ãŒã ãæ§ç¯ããŠããŸãã CPIãç¡éã«ãªããã¡ãªå°é£ãªææã«ãæ倧æ°ã®ã€ã³ã¹ããŒã«ãåä¿¡ã§ããããã«ããŸãã æ¢ã«å®è¡äžã®åºåãã£ã³ããŒã³ããæ倧ãåŒãåºãæ¹æ³ãä»ã®ãã£ã³ãã«ããæ倧ãåŒãåºãæ¹æ³ã瀺ãããšãã§ããŸãã ã€ãŸããããã¯ãŠãŒã¶ãŒç²åŸããã»ã¹ã®ããããçš®é¡ã®æé©åã§ãã ãããŸã§ã®ãšããããã®ãããžã§ã¯ãã®å®è£ ã¯ç§å¯ã§ãã
QïŒæ¥éã«æé·ãã顧客ãåã¢ããªã±ãŒã·ã§ã³ã®ãã¬ãŒã³ããŒã·ã§ã³ãæé©åããã®ãæ¯æŽããŠããŸãã ä»ãã察åŠã§ããŸããïŒ
EïŒç§ãã¡ã¯ã»ã«ããµãŒãã¹ãã©ãããã©ãŒã ãšããŠäœçœ®ä»ããããŠããŸããã€ãŸãã代çåºã§ã¯ãããŸããããã¡ããã顧客ããµããŒããããµããŒãããããŸãã ããã§ãããŠãŒã¶ãŒãåé¡ãªãèªåã§å¯ŸåŠã§ããããã«ãã¹ãŠãè¡ã£ãŠããŸããå¯èœãªéããã¹ãŠãèªååããŸãã ãŠãŒã¶ãŒã¯ãã€ã§ããå€ã§ãæ¥ãŠãèªåã§å®éšãéå§ããèªåã§çµè«ãåºããèªåã§æ±ºå®ãäžããã¢ããªã±ãŒã·ã§ã³ãApp Storeã«ã¢ããããŒãããŸããã ãã¡ããããã§ã«å€ãã®é¡§å®¢ãããã®ã§ãç§ãã¡ã«ãšã£ãŠã¯ãã§ã«å°é£ã§ãã äžæ¹ã補åãããç解ããããããããã«æè³ããŠããŸãã
QïŒçŽ æŽãããããããã®åé¡ã«ã€ããŠè°è«ããããšã¯éåžžã«èå³æ·±ããã®ã§ãããç§ã¯åé²ããããšæããAppodealã®é¡§å®¢ãããªãã®ãµãŒãã¹ãæ倧éã«æŽ»çšã§ããããšãé¡ã£ãŠããŸãã