谷歌總收入2%將來(lái)自蘋果iPhone和iPad
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????蘋果公司或許正試圖最大限度地淡化谷歌對(duì)自身產(chǎn)品的影響力,，不過(guò)投行派杰（Gene Munster）的分析師基尼?蒙斯特卻認(rèn)為,，這并不會(huì)給谷歌帶來(lái)多大的打擊。 ????據(jù)報(bào)道,，蘋果近日正準(zhǔn)備在下一代iOS系統(tǒng)中預(yù)裝自家地圖,，以取代當(dāng)前默認(rèn)的谷歌地圖。而谷歌也不甘示弱,，在自家地圖中增添了3D模式作為回應(yīng),。蒙斯特上周三在一封致客戶的信中表示，谷歌與蘋果的地圖大戰(zhàn)不大可能導(dǎo)致二者間的天平失衡。 ????如果蘋果的確在iPhone和iPad中棄用了谷歌地圖,，谷歌可能仍然不會(huì)放棄iOS這塊大蛋糕,，它也許會(huì)把谷歌地圖變成一款獨(dú)立的應(yīng)用，放在蘋果應(yīng)用商店里供用戶下載,。蒙斯特認(rèn)為,，如果真的是這樣，谷歌地圖可能會(huì)迅速超越蘋果應(yīng)用商店里的其它免費(fèi)谷歌應(yīng)用（如搜索,、Gmail,、Google+、谷歌翻譯等）,。 ????谷歌已經(jīng)明確表態(tài),，公司認(rèn)為谷歌產(chǎn)品在移動(dòng)設(shè)備上的存在具有重要戰(zhàn)略意義，盡管目前它所帶來(lái)的收入還相對(duì)較少,。 ????據(jù)蒙斯特的估算,，2012年谷歌移動(dòng)業(yè)務(wù)的毛收入大約在45億美元左右，其中的大頭（40億美元）來(lái)自搜索廣告收入,，其余（5億美元）來(lái)自陳列式廣告,。他認(rèn)為，iOS很可能將繼續(xù)成為這筆收入的最大來(lái)源,，即便不是最大來(lái)源,，應(yīng)該也相差不多。iOS為谷歌移動(dòng)業(yè)務(wù)貢獻(xiàn)了約40%的收入（約16億美元）,?？鄢^的購(gòu)置成本之后，谷歌手里還剩這些收入的一半,，相當(dāng)于2012年iOS貢獻(xiàn)了谷歌公司總收入的2%,。 ????總之，蒙斯特指出：“如果谷歌地圖不再是iOS的默認(rèn)地圖應(yīng)用,，我們不認(rèn)為這會(huì)對(duì)上述假設(shè)產(chǎn)生任何實(shí)質(zhì)性的沖擊,。” ????譯者：樸成奎 |
????Apple (AAPL) may be trying to minimize Google's (GOOG) presence on its mobile screens, but Piper Jaffray's Gene Munster doesn't expect the search giant to feel much pain. ????In a note to clients issued late Wednesday, Munster suggests that the looming map wars -- in which Apple is reportedly poised to replace Google Maps as iOS's default mapping app, and to which Google has responded by beefing up its 3D mapping imagery -- is not likely to tip the balance one way or the other. ????If Apple does drop Google Maps from the iPhone and iPad, Google will probably stick around, turning it into stand-alone app on the App Store. Munster believes it could quickly overtake Google's other free iOS apps (Search, Gmail, Google+, Translate). ????Google has made it clear that it views its presence on mobile devices as an important strategic beachhead, even if the revenue it brings in today is relatively small. ????Munster estimates that Google will generate about $4.5 billion in gross mobile revenue in 2012, the lion's share ($4 billion) from search ads and the rest ($500 million) from display. He believes that iOS is likely to remain the biggest or close to the biggest source of that revenue, generating roughly 40% of the total (or $1.6 billion). Assuming Google keeps half (after subtracting so-called acquisition costs), iOS would generate about 2% of Google's total revenue in 2012. ????Bottom line, according to Munster: "We do not expect any material impact to these assumptions if Google Maps were to no longer be the default mapping application on iOS." |
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