Akuyona entsha le mpi evulekile i-Facebook enazo zonke izindlela zayo yokugxeka uhlelo lokulwa nokulandela umkhondo olufakwe yi-iOS 14. Yebo, Ngokwencwadi entsha yeHarvard Business Review, abakwaFacebook ngabe basebenzise imininingwane engamanga ngokumelene nohlelo lokulwa nokulandela umkhondo i-Apple ezolusebenzisa ohlelweni lwayo lokusebenza.
Njengoba wazi, i-Apple izodinga ukuthi abasebenzisi bamukele ukuthi noma iluphi uhlelo lokusebenza "lulandelela" idatha yabo ukuze bakwazi ukulusebenzisela eminye imisebenzi efana nokunikeza ukukhangisa okwenzelwe wena. Lokhu kuthinta ngqo imodeli yebhizinisi le-Facebook. ngakho-ke wethule umkhankaso wakhe emgxeka kusukela kumzuzu wokuqala.
Incwadi yeHarvard Business Review ibika okulandelayo:
Ngokushesha i-Apple izodinga abasebenzisi ukuthi bavumelane ngokuthi amabhizinisi (noma izinhlelo zokusebenza) angakwenza yini ukulandelela yedatha yakho ukwenza ngezifiso ukukhangisa. AbakwaFacebook balwa nalesi sinqumo ngomkhankaso wokukhangisa onolaka kakhulu, okukhombisa ubufakazi bokuthi lesi sinyathelo sizoba nomthelela omubi kumabhizinisi amancane naphakathi nendawo. Kepha lobu bufakazi bungamanga, njengoba i-Facebook mhlawumbe iyazi.
Okuthunyelwe kugqamisa isimangalo esenziwa yiFacebook emkhankasweni wayo nakuwebhusayithi yayo, sisho ukuthi “umkhangisi wamabhizinisi amancane ngokwesilinganiso angabona ukuthengisa kwabo kuncishiswe ngaphezu kuka-60% ngedola ngalinye olitshala. Kodwa-ke, okuthunyelwe kukhombisa ukuthi lokhu kubhekiswa ekubuyisweni kwe-Facebook kusikhangiso (ROAS). Okuningi okuthunyelwe:
Emkhankasweni wabo wokulwa nenqubomgomo entsha yobumfihlo yakwa-Apple, uFacebook ukhombisa ukuthi uma uqhathanisa INDLELA yemikhankaso yokukhangisa neyokukhangisa okwenzelwe wena naleyo engenzi njalo, amabhizinisi amancane azobona ukuthi imali ayitholayo yehliswe ngama-60% ngokuncishwa ukukhangisa okwenzelwe wena uqobo.
Lokho okungama-60% okungasabisa kangako, noma kunjalo, kuphezulu kakhulu. Ukuhlolwa okulawulwayo kwemikhankaso ngokuqhathanisa ukukhangisa okwenzelwe wena nokungekona okwakho kuveza umehluko omncane kakhulu emalini engenayo.
Okuthunyelwe kweHarvard Business Review kubuye kukhulume ngesicelo sikaFacebook sokuthi amabhizinisi amancane naphakathi nendawo aqala noma andisa ukusetshenziswa kwezikhangiso ezenzelwe wena ezinkundleni zokuxhumana ngesikhathi kubhebhetheka:
Ngokusho kukaFacebook, isinqumo sika-Apple silimaza kakhulu phakathi nalolu bhubhane, njengoba, njengoba kushiwo yizikhangiso ze-Facebook kanye newebhusayithi, “ama-44% amabhizinisi amancane naphakathi aqale noma andise ukusetshenziswa kwawo kwezikhangiso ezikhethiwe ezinkundleni zokuxhumana ngesikhathi salo bhubhane, ngokusho kuka isifundo esisha se-Deloitte.
Leyo nombolo ibibukeka isiphutha kithina, ngakho-ke besibhekisisa ucwaningo lweDeloitte sathola ukuthi iFacebook iyibike ngokungafanele le nombolo.
Ocwaningweni lwayo, uDeloitte ubuze izinkampani ezimbonini eziyisishiyagalolunye ukuthi zikukhulisile yini ukusetshenziswa kwezikhangiso ezihlosiwe ezinkundleni zokuxhumana ngesikhathi kubhebhetheka. Umkhakha onokwenyuka okuphezulu kakhulu owezokuxhumana ngocingo nobuchwepheshe, kepha ukwanda kube ngama-34% kuphela. Eminye imikhakha ibe nokwenyuka okuncane kakhulu. Izinkampani zezinsizakalo zobungcweti, isibonelo, zikhuphuke ngo-17% kuphela. Kubonakala sengathi i-Facebook ikhethe idatha esekela izimpikiswano zayo, bese inyusa idatha yayo ngesithathu.
Lokhu akusho ukuthi ukuthuthwa kwe-Apple akukwazi ukuba nomthelela kumali engenayo yokukhangisa yamabhizinisi amancane naphakathi nendawo. Kodwa-ke, indlela yokugxeka lesi sinyathelo esisha nge-Facebook ayilungile neze. Ulwazi oludukisayo, ukukhohliswa kwemiphumela nokwethusa ukuze bangalahli ibha yasolwandle. UZuckerberg ubukeka ethukile impela.
