1. Mobile VAS market in Vietnam Presented by: GaCon
2. Contents 1. About me 2. MVAS market in Vietnam 3.
Opportunities and Threats 4. Market trends 5. Some Suggestions 6.
Q&A
3. My Profile Full name: Nguyen Minh Quang Nickname: GaCon,
Yukidaro Job title: Business Development Manager Company: Galaxy
Mobile JSC My Schools: - Ha Noi Foreign Trade University (BBA) - Ha
Noi School of Business (MBA) My jobs: - Business Development
Manager - Online Mobile Product Manager - SMS Content
Developer
4. My company Member of Galaxy Group Founded in 2007 MVAS
content provider for Viettel, Mobifone, Vinaphone Top 10 in MVAS
market Key Services: SMS, WAP, Web, Music
7. Number of mobile subscribers Total number issued: 170
Millions Number of mobile subscribers (04/2011 - GSO): 157 Millions
Actual live (within 30 days): 45% (60-70 Millions) (source:
gso.gov.vn)
8. Actual Live Mobile subscribers by Telcos Telcos Subscriber
(estimated) Viettel 20 - 25 Millions Mobifone 18 - 20 Millions
Vinaphone 15 -18 Millions Vietnamobile 2 - 4 Millions Sfone (CDMA)
2 Millions Beeline >1 Millions EVN Telecom (CDMA) < 1Millions
(source: seft survey)
9. 3G penetration Actual live 3G penetration: 5 8% according to
recent surveys
10. Number of mobile users: Total number of mobile users: about
30-35 Millions ~ 40% of population (90 Millions) 2012: 50 Millions
(forecast) (source: several different sources)
11. Number of mobile handsets Number of mobile handsets in use:
34,5 Millions (10/2010) (source:
http://en.wikipedia.org/wiki/List_of_countries_by_number_of_mobile_phones_in_use)
(source: Thegioididong)
12. Number of CPs (Content Providers) Officially: ~250
Unofficially: ? Most of them are SMEs Top CPs: - VMG - BlueSea -
VTC - VASC - Galaxy - VCC - VDC - ABC - iNET - GapIT - Tinh
Van
13. Mobile VAS market size (CPs only) Current Mobile VAS market
size: 4,500 Billions (source: seft survey)
14. SMS Service category Lottery (result, prediction) Multi
Media (ring tone, wallpaper, theme,) Football (info, result, tip)
SMS Feeding (online services) GPRS/3G setting
15. SMS Service category (cont.) Text Info (SMS banking,
sex-health, funny, stock, horoscope, tips,) Networking (chat,
dating, voting,) Text Game (lucky draw, quiz, reverse auction,)
Others (donation, error,)
16. Revenue Contribution by SMS services
17. Commercial Terms SMS services (MO charging) SMS sub
charging (MT charging): Telco 55% - CP 45% WAP charging: same ratio
with SMS MO charging Ring back tone: Tecos get 70%, CPs get maximum
30% (50% of this will pay for singers and authors) Mobile
marketing: Telcos treat CPs = Agencies
18. Marketing channels Newspaper TV Online WAP Portal In-App
App Portal/Store Direct marketing: Spam SMS Others: Leaflet,
poster,
19. Business Models Public media Spamming Supportive Content
producer Content Hub Money laundering
20. Opportunities and Threats
21. Opportunities Fast growing Economic and Telecom sector Huge
mobile user base (young and active) More open to: Mobile game,
social network, mobile marketing,... 3G is opening new era of
Mobile Internet Telcos are willing to cooperate with CPs Convenient
Payment: Online Mobile
22. Threats Impact of globalization: High Inflation, interest
rate CPs businesses are depending on Telcos (unequal treating and
uncertain policy) Highly competitive market Telcos are jumping into
this sector under VAS Centers Regulation violation and problem of
TRUST Rapid change in technology and user behaviors Labor: Limited
(often jump between CPs), few talents, medium-high labor cost
23. Market trends
24. Market trends SMS services are still main source of revenue
within next 3 years Next 3 years will be the age of Mobile Web and
Mobile Application Mobile contents: Go Online, Go social and
Personalize Interactive between 3 screens: TV Desktop - Mobile Huge
opportunities on Mobile marketing and B2B services
25. Market trends (cont.) Socialize in mobile content supplying
Reduce number of CPs, increase MnA and number of sub-CPs Telcos
will lose their control on VAS when smart phones and mobile
internet penetration increase Bypass telcos when apply online
payment
26. Some suggestions
27. Some suggestions How to start? - For start-ups - For
developers Where to focus? - SMS: Actual needs in large scale,
interactive - B2B market and mobile marketing - Mobile internet
contents (Web and Application) - Online Mobile communities
28. Some suggestions (cont.) What to remember? - Strategic
building your system - Listen to your users - Relationship is
important - Keep up your innovation - Try to create a better
service. But dont you take too much time to develop a perfect one -
Let your users do your marketing work
29. Nguyen Minh Quang [email protected] 0904862366 Kid_quai
/gacon @Yukidaro /nguyenminhquang Thank you for listening!