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サブスクリプションはなぜ失敗するのか?
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Hiroki Shigemura
May 22, 2019
Business
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サブスクリプションはなぜ失敗するのか?
Hiroki Shigemura
May 22, 2019
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Transcript
αϒεΫϦϓγϣϯͳࣦͥഊ͢Δͷ͔ʁ 2019.05 Hiroki Shigemura
ࣗݾհ ˝໊લ ॏଜ༟ل ˝͍ͬͯΔ͜ͱ 'J/$ϓϨϛΞϜͷϓϩμΫτϚωʔδϟʔ ˝झຯ ϑΟοτωεδϜ (PME(ZN αϓϦϝϯτ
ςχε 2
'J/$ϓϨϛΞϜ ֹ݄ԁ μΠΤοτͷαϒεΫϦϓγϣϯαʔϏε 'J/$ΦϦδφϧମ͕ແྉͰϨϯλϧͰ͖Δ μΠΤοτੜ׆श׳ͷઐՈʹ૬ஊ͠์ ϔϧεέΞαʔϏεɾ͕͓ಘʹར༻Ͱ͖Δ 3
'J/$ϓϨϛΞϜαʔϏεϩʔϯν 4 ݄
σʔλੳͱͯ͠ϓϨϛΞϜͷ $73վળνʔϜʹଐ 5 ݄
$73͕ഒʹʂ ϓϨϛΞϜνʔϜ͕.71֫ಘ 6 ݄
ϓϨϛΞϜνʔϜͷσΟϨΫλʔୀ৬ ՈఉͷࣄͰ͓͞ΜʹͳΓ·ͨ͠ɻ 7 ݄
اըɾӡ༻ɾੳɾ ։ൃ ୲ʹͳΔ 8 ݄
ϓϨϛΞϜαʔϏεͷ ୀձվળͷάϩʔεϋοΫ։࢝ 9 ݄
"#ςετΛύλʔϯҎ্࣮ߦ ΦϯϘʔσΟϯάͷվળ νϡʔτϦΞϧͷվળ ϓογϡ௨ ॳճϛογϣϯ ϙΠϯτΠϯηϯςΟϒ ୀձಋઢͷվળ 10
ੳμογϡϘʔυΛؒݸ࡞ 11
ੳϨϙʔτΛؒݸ࡞ 12
ୀձ͕Լ͕Βͳ͍ 13 ϲ݄ޙ
άϩʔεϋοΫ͋Δ͋Δʁ ॳճར༻্͕ͯ͠ɺظͷܧଓ্͕͕Βͳ͍ɻ ίϯόʔδϣϯΛ্͛Δͱɺܧଓ͕Լ͕Δɻ ͷվળ͔Γͯ͠͠·͍ɺઢͷ69ͷઃܭ͕ഁ͢Δɻ 14
ࣾɾࣾ֎ͷ1.ʹ૬ஊ͠ʹ͍͘ 15 ݄
*͞Μͱग़ձ͍ɺਆͷΞυόΠεΛ͘ 16 ݄
͍ͨΞυόΠε ར༻Λ্͛ΔͨΊʹͲ͏͢Δ͔ʁˠελϯϓϥϦʔͳͲΛ࡞͕ͬͨҙຯͳ͔ͬͨɻ ίΞͳػೳΛݟ͚ͭͷΔͲ͏͢Δ͔ʁˠίΞͳΠϯλϏϡʔΛ͢Δ͔͠ແ͍ɻ Ձ֨1%$"Λճ͔ͨ͠ʁɹˠɹ14.ੳΛͬͨɻ ސ٬ຬͷதؒ,1*Λઃஔ͔ͨ͠ʁˠॳճར༻ऀΛࠩ͠Ҿ͍ͨMAUΛ͍ͬͯͨɻ - ͲΜͳϢʔβʔʹண͍͔ͯͨ͠ʁ → Γॳظར༻େ
17
ίΞػೳʹϑϧεΠϯά͠Ζ 18
'J/$ϓϨϛΞϜͷ՝ μΠΤοτੜ׆श׳ͷઐՈʹ૬ஊ͠์ δϜϤΨͷΫʔϙϯ͕͍์ ϔϧεέΞ&$Ͱ͑ΔϙΠϯτؐݩΞοϓ ͦͷଞอݥͳͲʹແྉͰՃೖͰ͖Δ 19 ܧଓͯ͠ར༻͞ΕΔ ίΞػೳ͕ଘࡏ͠ͳ͔ͬͨ
'J/$ΦϦδφϧମܭΛແྉͰ͑Δ 20 ݄
ମܭͷར༻্ʹϑϧεΠϯά 21
22 ϨϯλϧϑΥʔϜͷಋઢૌٻվળ
όφʔྖҬͷૌٻͷ"#ςετ
24 ମܭΩϟογϡόοΫΩϟϯϖʔϯ
ୀձ͕Ҏ্վળʂ˞ 25 ※طଘΞϓϦར༻ϢʔβʔͷτϥΠΞϧୀձ
ίΞػೳʹϑϧεΠϯά͠Ζ 26
αϒεΫϦϓγϣϯαʔϏεʹ ͓͍ͯ࠷ॏཁͳ͜ͱ 27
ϔϏʔϢʔβʔΛੵΈ্͛Δ 28
ച্ձһʷֹ݄ྉۚ 29 αϒεΫϦϓγϣϯͷϏδωεϞσϧ
ച্ձһʷֹ݄ྉۚ 30 αϒεΫϦϓγϣϯͷϏδωεϞσϧ ձһΛ૿͢ ͜ͱ͕جຊ
ձһΛछྨʹྨ͢Δ 31 ϔϏʔϢʔβʔ ϥΠτϢʔβʔ ٳϢʔβʔ ण໋(LTV)
ձһΛछྨʹྨ͢Δ 32 ϔϏʔϢʔβʔ ϥΠτϢʔβʔ ٳϢʔβʔ ण໋(LTV) ϔϏʔϢʔβʔΛ ૿͢͜ͱ͕࠷ॏཁ,(*
ݢͷՈΛؒӡ༻ ͢Δͱ͠·͢ɻ 33 SLIDE TITLE
34 ฏۉډॅظؒ1ͷ߹ɺ10ਓͷ৽نډॅऀΛ֫ಘ͢Δ
35 ฏۉډॅظؒ10ͷ߹ɺ1ਓͷ৽نډॅऀΛ֫ಘ͢Δ
36 ฏۉډॅظؒ1ͷ߹ɺ10ਓͷ৽نډॅऀΛ֫ಘ͢Δ ฏۉډॅظؒ10ͷ߹ɺ1ਓͷ৽نډॅऀΛ֫ಘ͢Δ ϚʔέςΟϯάʹຖΘΕΔɻ ঃʑʹ֫ಘޮམ͍ͪͯ͘ɻ ˠωΨςΟϒεύΠϥϧ
37 ฏۉډॅظؒ1ͷ߹ɺ10ਓͷ৽نډॅऀΛ֫ಘ͢Δ ฏۉډॅظؒ10ͷ߹ɺ1ਓͷ৽نډॅऀΛ֫ಘ͢Δ ؒͷϚʔέςΟϯάίε τΛͯ͢ࢿʹճͤΔ ˠϙδςΟϒεύΠϥϧ
ମܭར༻Ϣʔβʔ͕ੵΈ্͕͍ͬͯΔ 38 ੨: ମܭDAU : ଞػೳ : ଞػೳ
݁ 39 SLIDE TITLE
αϒεΫϦϓγϣϯϏδωε ʹ͓͍ͯ࠷ॏཁͳ͜ͱ 40 SLIDE TITLE
ίΞػೳΛ࡞Γɺ ϔϏʔϢʔβʔΛੵΈ্͛ଓ͚Δɻ 41 SLIDE TITLE
اըɾΤϯδχΞɾੳ 8FBSFIJSJOHʂ 42
͋Γ͕ͱ͏͍͟͝·ͨ͠ 43 SLIDE TITLE