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谷歌Android利潤分成微不足道

谷歌Android利潤分成微不足道

Philip Elmer-DeWitt 2012-05-21
圖表對比Android與蘋果的收益表,結(jié)果令人瞠目結(jié)舌。盡管谷歌給Android開發(fā)者的提成高達(dá)40%,但由于每臺Android設(shè)備每年能夠產(chǎn)生的價(jià)值只有2.75美元,因此,開發(fā)者實(shí)際拿到的錢少得可憐。

????科技博客Asymco的分析師賀拉斯?德迪歐對其所謂的谷歌(Google)“Android經(jīng)濟(jì)狀況”進(jìn)行了廣泛研究,作為該研究的一部分,德迪歐于本周一發(fā)表了對谷歌Android收益表的估計(jì),這可能是第一份關(guān)于該收益表的獨(dú)立估計(jì)。

????如上圖所示,Android通過三種類型的廣告銷售為谷歌帶來收入(谷歌的搜索、AdSense以及AdMob)。刨除成本和營收分成后,還留下了少量利潤給谷歌:據(jù)德迪歐稱,約為每臺Android設(shè)備每年2.75美元。

????這個(gè)數(shù)目大不大?為了有所比較,德迪歐于周二發(fā)布了一個(gè)表格,將蘋果(Apple)2011年前三個(gè)月的收益表與谷歌2011年全年的Android估計(jì)收益進(jìn)行了比較。

????因?yàn)榕c蘋果一比較,Android的柱狀圖幾乎微不足道,為此,德迪歐發(fā)布了下面這個(gè)放大版本。要搞明白到底是怎么回事,可能要查看適度比例的Asmyco圖表。點(diǎn)擊此處查看。

????德迪歐寫道:

????“由于Android生態(tài)系統(tǒng)中很多成員能拿到Android營收的40%作為分成,所以思考谷歌發(fā)揮的影響力時(shí),很重要的一點(diǎn)是考慮這些圖示的比例。可以說谷歌對來自搜索的財(cái)富的分配大大激勵(lì)了其生態(tài)系統(tǒng)參與者。

????“然而,實(shí)際創(chuàng)造出的財(cái)富很少。因此,一個(gè)很小的數(shù)目乘以40%更是少得可憐?!?/p>

????下圖為放大四倍之后。如果仔細(xì)觀察,在下圖的中心靠近底部的位置可以看到我們在上面展示過的Android圖表。

????As part of an extended look at what he calls Google's (GOOG) "Android economics," Asymco's Horace Dediu on Monday published what may be the first independent estimate of the company's Android income statement.

????As the chart at right shows, Android generates revenue for Google through three kinds of ad sales (Google's Search, AdSense and AdMob). After costs and revenue sharing are taken out, there is some profit left over for Google: roughly $2.75 per Android device per year, according to Dediu.

????Is that a lot? To put his numbers in perspective, Dediu on Tuesday posted a chart comparing Apple's (AAPL) income statement for the first three months of 2011 with Google's estimated Android income for the full year.

????Because the Android chart is dwarfed to near invisibility by Apple's, Dediu posted the scaled up version copied below. To understand what's going on, you'll probably have to see the Asmyco charts at their proper scale. Click here.

????As Dediu writes:

????"As various members of the Android ecosystem are rewarded from the 40% revenue share of Android, it would be important to consider the scales involved in these illustrations when considering the influence Google exerts. It could be argued that Google's spreading of wealth from search creates strong incentives for participation in its ecosystem.

????"However, there is little wealth created. 40% of a little is a lot less."

????The 4 X scale charts below. If you look closely, you can see the Android chart we showed above at the center of the image below, near the bottom.

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