The document outlines significant trends and events in Vietnam's mobile market in 2016, highlighting the growth of mobile device usage, the rise of mobile commerce, and the importance of social networking and messaging apps. Key statistics include smartphone penetration reaching 72% in urban areas, the rapid adoption of 4G by major telecom providers, and the dominance of cash on delivery in e-commerce transactions. Additionally, the mobile gaming sector saw noteworthy growth, with major titles receiving millions of downloads.

1. Entering
Vietnam
Mobile
Market
2017

2. Top 10 mobile events of 2016
Mobile Device Trends
Vietnam Mobile Landscape
Mobile User Behavior Analysis
Dialogue

3. Top 10 mobile events of 2016
Mobile game revenue to pass
PC for first time.
Lazada Vietnam announced its
GMV index $7.8M per day,
which set up a millstone for
Ecommerce Market in Vietnam.
Vietnam listed in top 20 coun-
tries with the highest number
of Internet users.
Pokemon Go reach nearly 9
million downloads in
Vietnam.
Sam Media Company– a
mobile phone content provider
fined for cheating customers
Samsung to permanently end
production of Galaxy Note 7
1
2
3
4
5
6
7
8
9
10
Bigo, a live-streaming mobile
app became a phenomenon in
Vietnamese young generation.
Vietnam awards 4G licenses
to the three biggest Telco.
Momo, a mobile payment firm
in Vietnam, lands $28M led by
Standard Chartered Bank
Monkey Junior (edtech)
achieved international awards
in the field of education

4. Mobile Device Trends
2016
Vietnam

5. Vietnam Internet Users Demographic
Gender
Male Female
48% 52%
Total Population: 93M+
Active Internet Users: 49M
Active Mobile Subscribers: 131.9M
Active Mobile Social Users: 38M
721.4
462.1
286.9
139.1
132.7
115.1
103.1
97.2
71.7
69.0
63.2
60.2
56.7
55.8
54.0
49.0
46.0
45.3
41.0
39.2Italy
0 50 100 150 200 250 300 350 400 450 500 550 600 650 700 750 800
Thailand
Korea, South
Turkey
Vietnam
Philippines
France
Iran
United Kingdom
Bangladesh
Mexico
Germany
Nigeria
Russia
Japan
Indonesia
Brazil
United States
India
China
TOP 20 INTERNET COUNTRIES - 2016
With the Highest Number of Internet Users
Source: Appota

6. Vietnam 3G Usage
* Telco have been started launching 4G with big campaign. This would let the number of 4G subscription take off in 2017.
2014
22
30
44
2015
3G Subscription (YoY) (Million)
2016
3G Subscription Breakout by Telco
Source: Zing.vn
8%
18%
26%
48%
Viettel
Mobile
Vinaphone
Other

7. Smartphone Penetration
20%
2013
36%
2014
55%
2015
72%
2016
* Smartphone ownership in Vietnam is booming, with current penetration at 72% in urban areas and 53% in rural.
Smartphone penetration in urban areas
Source: Consumer Barometer Question: A2. Which operating system do you have on your smartphone?
Smartphone users, n=1000 TNS / Google smartphone apps research Vietnam

8. Using Mobile or Multiplatform?
* Younger demographics heavy drivers of mobile adoption in Vietnam to compare with other countries
Destop only
All User
Vietnam
Malaysia
Singapore
UK
USA
UK
USA
Vietnam
Malaysia
Singapore
Millennials (from 18 – 34 years old)
69%
68%
85%
88% (+19pts)
(+19pts)
(+18pts)
(+18pts)
(+7pts)
87%
91%
71%
76%
89%
94%
Mobile onlyMulti-Platform
0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100%
Source: Comscore

9. Smartphone OS Breakout
To compare with other countries in S.E.A
Country Android OS IOS
Indonesia 94% 6%
Malaysia 82% 18%
Philippines 81% 19%
Singapore 58% 42%
Thailand 74% 26%
Vietnam 68% 25%
Southeast Asia
7%
25%
68%
iOS
Android
Other
Smartphone Penetration by OS
Source: Asian Business InsightSource: Appota

10. Mobile OS trends 2016
2016 IOS Usage
0%
1/1/16 2/1/16 3/1/16 4/1/16 5/1/16 6/1/16 7/1/16 8/1/16 9/1/16 10/1/16 11/1/16 12/1/16
OS 7
OS 8
OS 9
OS 10
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
IOSUsage
2016 Android OS Usage
0%
1/1/16 2/1/16 3/1/16 4/1/16 5/1/16 6/1/16 7/1/16 8/1/16 9/1/16 10/1/16 11/1/16 12/1/16
Jelly bean 4.1:4.3
Kitkat 4.4
Lollipop 5.0:5.1
Marshmallow 6.0
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
AndroidOSUsage
Nougat 7.0:7.1
Apple released iOS 10 on September 13th. Three months later, the
operating system is deployed on about 84% of iOS devices. This
means iOS users always have immediate access to the latest and
greatest operating systems released by Apple.
Android Nougat was released at the end of August, and four months
later still has <1% adoption! This was explained by that because
Android is so fragmented by version, and adoption of the latest OS is
slow, their only choice is to focus stability efforts on the Android
OSes with the highest usage.
Source: Apteligent

11. Vietnam Android Screen Break out
HD 720x128026.12%HD 720x1184 15.78%
Full HD
1920x1080
15.16%
qHD 540x960 14.23%
WVGA 480x80028.71%
Source: Appota

12. USERS’ BEHAVIOR
SMARTPHONE
Mobile User Behavior
2016
Vietnam

13. Daily user’s behavior
High use & longer engagement
Minsspentusing
Daily use
Daily use and time spent with app categories
Social networking
Messaging,
communication
Search
Games
Productivity,tools,utilities
Books,comics,magazines
Finance
Education
Lifestyle
News & weather
Shopping
Transportation
0
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
20
40
60
80
100
120
140
160
Travel and local
Entertainment
Music & audio
* Social networking and messaging have the highest use and occupy the most amount time; games also engage
Source: Question B5. Which of these categories of smartphone app do you use every day? Smartphone users, n=1000 Question B9. Thinking about a typical day, how much time do you
think you spend with these kinds of apps? Users of app category n=various (range from n=638 to n=980) TNS / Google smartphone apps research Vietnam

14. Impression by device through a daily time
Phone
Desktop
Tablet
% of each platform’s average
daily impressions by hour
LATE NIGHT
12am - 7am
EARLY MORNING
7am - 10am
LATE AFTERNOON
5pm - 8pm
DAYTIME
10am - 5am
PRIME
8pm - 12am

15. Average time spend online on web, mobile web and mobile app
100 minutes 63 minutes 51 minutes
Time using a web browser
on a computer
Time using a web browser on
a smartphone
Time using apps on a smartphone,
which need an internet connection
114 minutes
Source: Question: C1 How much time do you think you spent online? Question C2 And what percentage of your online time do
you think is spent in the following ways? Smartphone users n=1000 TNS / Google smartphone apps research Vietnam

16. +5%
app
installed
each month
On average, five new apps are installed each month
Games
69%
Social
networking
68%
Messaging,
comms
66%
Media &
Ents.
63%
Search
62%
Music &
Audio
62%
Books,
comics,
mags
59%
News &
weather
58%
Education
57%
Shopping
&
e-comm.
55%
Source: Question: B11. How often do you install new apps for these types of apps? Smartphone users,
n=1000 TNS / Google smartphone apps research Vietnam

17. * Social networking and messaging apps are used every day by almost all smartphone owners
Frequency of using app categories
Social networking
Messaging, comms
Search
Media & Ents.
Music & Audio
94%
91%
87%
73%
72%
4%
4%
10%
14%
13%
Use regularly (but not daily)Use daily
Games
News & weather
Shopping & e-comm.
Travel and local
Books, comics, mags
67%
65%
43%
42%
39%
10%
14%
21%
21%
17%

18. 2016 year of Messaging App
Zalo 80%
73%
40%
37%
18%
11%
9%
5%
4%
3%
6%
TOP MESSAGING APPS IN VIETNAM TOP MESSAGING APPS ACTIVITIES IN VIETNAM
Viber
Skype
Line
Yahoo
Tango
Wechat
Whatsapp
Kakao Talk
Other
Facebook
Messenger
18 - 25
Text messaging 82% 79% 80% 80%73%
Send photos 57% 57% 62% 58%56%
Phone calls 53% 59% 59% 56%51%
Video calls 40% 42% 39% 40%34%
Voice messaging 25% 24% 17% 23%16%
Share feelings 21% 22% 22% 22%21%
Read news 19% 22% 21% 21%27%
Share updates about friends, relative 19% 20% 25% 20%17%
Chat rooms 18% 15% 15% 6%6%
What videos 12% 15% 13% 14%18%
Find friends / make friends 14% 13% 13% 14%18%
Online shopping
% of responents in each group
Note: n = 1,200; via smartphone: respondents chose top 3
10% 10% 14% 11%11%
Othes 3% 0% 5% 2%2%
26 - 30 30 - 35 35+ Total
Source: Appota

19. Messaging app now is just only to use with your friends and family, it extends to bill paid, shop-
ping, instruction and entertainment. In 2017, enabling technology: Context, identity, and AI will
help messaging apps to grow tremendously and even surpass Social Networks.
2016 year of Messaging App
In-app SMS Messenger APIs Zalo APIs Line APIs
The messaging landscape
B2C CUSTOMER COMMUNICATION SOFWARE
HUMAN AGENTS BOTS, AI, INTELIGENCE

20. Vietnam Mobile commerce 2016
Comparing between Mobile commerce
and E-commerce YoY
Source: Euromonitor, VNG
0.0
0.2
0.4
0.6
0.8
1.0
Buying via PC
USD (Million)
Year
Buying via mobile
2016201520142013
E- Commerce App is used to
research and purchase
More than 31 % online
shopping is estimated to be
from apps
Food , are more likely to be
purchased via mobile rather than
from a laptop.
Lazada: 36% of market share is
the market leader
49% spend from 10 to 20 usd
More than 30% shop 2-3 times per
month

21. Home PC Office PCSmart-
phone
(browser)
Tablet
(browser)
Smart-
phone
(app)
Tablet
(app)
52%
Devices used for Online Shopping
31%
25%
23%
17%
2%
1%
47%
40%
29%
9% 6%
Buying via mobile
Penetration (%)
Devices used for online Shopping
One of the many barcode-reading-apps. This app tells
you so much information about your products such as
fake/real, harmful to health, shops that have the
products etc.
Quà tặng Galaxy(Shopping App)
1m-5m Download
One of the many barcode-reading-apps. This app tells
you so much information about your products such as
fake/real, harmful to health, shops that have the
products etc.
iCheck(Shopping App)
1m-5m Download
Able to trade among individuals. Cars and houses are
sold as well. Buyers contact the sellers through
chatting, telephone, SMS and email. Payment and
delivery method is up to them.
Chợ tốt(C2C)
1m-5m Download
Dominantly popular shopping site in Vietnam. The
mobile app users get 50,000 VND at the time of app
installment and more promotions afterwards.
Lazada(B2C)
10m-50m Download
Source: Q&Me
* Mobile commerce is gaining momentum is growing markets. In Vietnam, more consumers are beginning to
use their smartphones to make purchases rather than their conventional computers. PC-commerce is
shrinking at a slow rate, with the mobile space thriving as more retailers begin to offer mobile-centric services

22. The way Vietnamese users pay for e-commerce
Credit card/debit card Bank transferCash on delivery
All Heavy User Light User
85%
6%
8%
76%
10%
14%
90%
4%
5%
85% of EC users choose cash on
delivery as a payment method.
Also, high usage rate of cash on
delivery results in high order
cancellation rate in Vietnam.
On the other hand, heavy users
use credit/debit cards and bank
transfer more often, so consumer’s
concern about purchasing may
lead to cash on delivery.
Source: Q&Me

23. Mobile Game 2016 Overview
Market size Vietnam YoY( Milion USD ) Vietnam Game Revenue to compare with
other countries in S.E.A
Mobile Game
2013
100
200
300
400
-
2014 2015 2016
PC Game
* Total Revenue of BIG 6 S.E.A: 783.10 Milion USD
Singapore
Malaysia
Philippines
Indonesia
Thailand
Vietnam
22.7%
15.5%
7% 14.3%
20%
20.4%

24. Mobile Game Publishing in Vietnam 2016
Top Publishers
in the market
Top Successful
Mobile Game
in 2016
Ỷ thiên 3D
Võ lâm
truyền kỳ
mobile
Liên Quân
Mobile
Ngôi Sao
Thời Trang
360mobi
Tập Kích
VTC

25. Top Global Game Downloads
Vietnamese Gamers love to play trending global games. Pokemon: 8.8M downloads,
talking tom 8.1M downloads, Slithe.io with 7M downloads. However casual game
doesn’t work in Vietnam in term of revenue. (due to payment method and user’s
behavior).
8.8M downloads 7M downloads8.1M downloads

26. Vietnam Mobile Ecosystem
Publisher
Events
Media
Infrastructure
Advertising & Marketing
Live Streaming Platform
CarriersSocial Platform
Mobile Payment
Tracking Service

27. Appota is the leading mobile platform provider for 3 segments trending
in the Vietnamese mobile market: Game Publishing, Advertisement, and
Payment. The company has more than 30 million users, and partners
with over 15,000 developers, advertisers, and merchants worldwide.
Subsidiary Companies:
More information: www.appota.com
adsota.com appotapay.comgamota.com