KEEP(03650.HK)2024業績電話會披露：AI帶來ARPU值10倍以上增長空間
3月28日，運動科技公司Keep(03650.HK)在港交所披露其2024年度業績報吿。報吿表示，Keep於2024年2024年錄得經調整淨虧損(非國際財務報吿準則計量)額4.69億元，同比有所擴大。虧損擴大主要原因是，為夯實長期競爭力，公司持續投入資源於新的戰略業務及技術革新計劃，導致相關費用有所增加。
當日晚間Keep召開中期業績電話會議，與投資者就全年財務表現及業務經營情況進行了交流，交流內容聚焦於Keep all in AI戰略。
Keep CEO王寧表示，Keep於上線至今10年，其核心競爭力為運動內容服務，而這一模式下，用户規模與商業化規模均存在天花板。而AI時代的到來，則可以幫助Keep打破這一天花板。
一方面，AI會急劇地、快速地擴充Keep內容生產的效率，可以讓平台一次性地快速補充更多運動品類，比如此前由於人力成本等因素限制而無法覆蓋的高爾夫球、網球等課程，如今在AI的助力下就可以達成。隨之，Keep可以迅速吸引更多品類課程的而用户，從而擴大用户規模。
另一方面，當前Keep會員大部分目標為Keep課程內容，ARPU值在20元左右，然而，隨着AI Coach的到來，從與用户互動、溝通、交流，提供情緒價值以及計劃的設計層面，都已經從此前一個簡單的視頻變成提供一個完整的運動健身的服務。這就意味着，Keep從原來販賣內容為核心的模式，轉變為以服務交付為核心的模式，ARPU值會有接近10倍以上的增長的空間和可能性。
據悉，Keep已於3月25日發佈首個運動健康垂直領域的專屬模型Kinetic.ai，並基於此模型同步上線了首個通用AI教練體驗版——卡卡(Kaka)。
Keep AI教練卡卡(Kaka)當前主要應用在運動方案定製的場景，可基於用户的運動訴求定製訓練計劃和方案，同時也支持基礎問答。據介紹，目前Kaka為測試版，免費對用户開放。Keep預計在5月份上線卡卡(Kaka)正式版，增加多模態能力，包括語音指導以及圖片識別等能力。
電話會上王寧介紹，Keep還將會與更多IP合作，滿足用户的多元化個性需求。下一階段，Keep還將從個性化的教練去升級到專業教練，如馬拉松教練，拳擊教練，游泳專業教練等。未來，會將AI Koach分為三個層級，一層叫通用教練(卡卡)，第二層為個性化教練，各種IP的個性化教練，第三種則為專業教練，提供專業的服務，也會針對這些教練制定不同的定價系統。
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