Google Strategic Opportunities in Vietnam
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This document analyzes strategic opportunities for Google in Vietnam. It identifies several opportunities including a large growing population and market, potential to use Vietnam as a base for other Southeast Asian markets, weak competition from Yahoo, and a loose regulatory environment. It recommends strategies for Google such as focusing on search and video dominance, partnering with local agencies, and customizing products for the Vietnamese market while establishing relationships with the government.
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Google Strategic Opportunities in Vietnam
- 1. Google Strategic Opportunities in Vietnam Tai Tran 25 May 2009
- 2. External Criticism • Google has been criticized to invest in developing countries • But what opportunities await them in the rapidly developing country named Vietnam?
- 4. Market • High population: 84 million and growing • Internet population as of 2008: 20 million and growing • Mobile population as of 2008: 21 million and growing • Young population • A highly unsaturated market
- 5. Regional position • Vietnam as a base to enter other South-East Asia markets
- 6. High rate of Software Piracy • Software Piracy devalues Microsoft’s and Adobe’s products • Google Business Model is immune to piracy
- 7. Language • Vietnamese is Latin-based which probes much less technical issue for Google than other writing systems
- 8. Guanxi • Google success in over-sea (out of US) markets depend on their policies to comply with respective local markets • Google can act early to establish guanxi with the government, agencies and publishers
- 9. Legal infrastructure for online markets • Regulatory environment for online markets is very loose • Google can act early to (help) set the rules of the game to benefit themselves
- 10. Yahoo! has weakened itself • Yahoo! 360 fails • Yahoo! 360plus struggles • Yahoo! Search never took off • Yahoo! Mail becomes too heavy • Everlasting promises
- 11. Local forces are growing • But still no Baidu, Tencent & Alibaba Vietnam yet
- 12. Social Attitude • Vietnamese might view Google products as: – Channels for education & knowledge – A cure for digital divide
- 14. STRATEGIES
- 15. Product-driven • Value chain: invest in infrastructure • Economy of scope • Minimal investment for (unnecessary?) local products • Customization & localization: Google News, Gmail
- 16. Lock users in • Dominate search • Dominate videos
- 17. Distribution channel • Partner with local ad agencies • The partnership is flexible & reversible for Google
- 18. A novelty look into the future • Googlization • Gmail • Digitalize entertainment i.e. music • GPhone • Brand itself as an agent of open-source in Vietnam • Google API • Grab social graphs (can be hard considering current progress of Gtalk & Orkut) • Semantic search • Enterprise 2.0 • e-Government / Government 2.0 (highly competitive)
- 19. Choices for locals players Collaborate Build Go vertical Compete / Establish ecosystems / niché head-on Partnership Level of Risk
- 21. Thank You! Tai Tran 25 May 2009 More contents on my homepage: www.taitran.com Follow me on Twitter: @taitran Connect to me on Facebook: Tai Tran Connect to me on LinkedIn: http://linkedin.com/in/taitran Connect to me on LinkHay: http://linkhay.com/u/taitran