Google Strategic Opportunities in Vietnam

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Google Strategic Opportunities in Vietnam

  1. 1. Google Strategic Opportunities in Vietnam Tai Tran 25 May 2009
  2. 2. External Criticism • Google has been criticized to invest in developing countries • But what opportunities await them in the rapidly developing country named Vietnam?
  3. 3. OPPORTUNITIES
  4. 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. 5. Regional position • Vietnam as a base to enter other South-East Asia markets
  6. 6. High rate of Software Piracy • Software Piracy devalues Microsoft’s and Adobe’s products • Google Business Model is immune to piracy
  7. 7. Language • Vietnamese is Latin-based which probes much less technical issue for Google than other writing systems
  8. 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. 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. 10. Yahoo! has weakened itself • Yahoo! 360 fails • Yahoo! 360plus struggles • Yahoo! Search never took off • Yahoo! Mail becomes too heavy • Everlasting promises
  11. 11. Local forces are growing • But still no Baidu, Tencent & Alibaba Vietnam yet
  12. 12. Social Attitude • Vietnamese might view Google products as: – Channels for education & knowledge – A cure for digital divide
  13. 13. Cost-saving vs. Opportunity
  14. 14. STRATEGIES
  15. 15. Product-driven • Value chain: invest in infrastructure • Economy of scope • Minimal investment for (unnecessary?) local products • Customization & localization: Google News, Gmail
  16. 16. Lock users in • Dominate search • Dominate videos
  17. 17. Distribution channel • Partner with local ad agencies • The partnership is flexible & reversible for Google
  18. 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. 19. Choices for locals players Collaborate Build Go vertical Compete / Establish ecosystems / niché head-on Partnership Level of Risk
  20. 20. 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

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