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VIETNAM MOBILE REPORT
Enjoy the Mobile Summer Time2Q -17
As the summer is coming, the hot weather isn’t the only thing heating up, but the
Vietnam’s mobile online activity is also...
TOP 5 EVENTS IN QUARTER 2
4G booms in Vietnam
“There are 3.5 million 4G subscribers
nationwide so far, 88% of them live in
Hanoi and Ho Chi Minh cit...
Summer Holiday: More time to enjoy Game
“Summer holidays mean kids have more time to
relax. Game watching time on YouTube ...
Shopee in Vietnam: 1 year with 5 million app downloads
“Shopee, a company started by Singaporean tech compa-
ny Garena, cl...
VN Television requests OTT suppliers to conform to copyright law
“The national television channel VTV is still not ready t...
Vietnamese mobile users cringe at new photo ID requirements
“This requirement should only be applied for new sub-
scribers...
VIETNAM MOBILE ECOSYSTEM IN Q2
Mobile OS Market
Share in Vietnam
Source: MIC, VNPT, internetworldstats
iOS
29%
Other
4%
93M
50M+
130M
55% (~48M devices)
...
3G subscription (YoY) (millions) 4G market share in 2Q.2017
Viettel
52%Mobiphone
27%
Vinaphone
21%
4G Subscription (millio...
Smartphone shipments Best Mobile Purchase in first 6 months of 2017
Brands Brands% Revenue % Revenue
Samsung
Oppo
Apple
Mo...
Average time spending for internet based on type of devices
Average daily use
of the Internet
via PC or Tablet
Average dai...
Source: In a survey of 1000 randomly selected adults in HN, HCMC
Vietnam's top smartphone activity
Play game
Social networ...
Impression by device through a daily time
Phone
Desktop
Tablet
% of each platform’s average
daily impressions by hour
LATE...
Most active social media platforms
Facebook
Youtube
FB Messenger
Google+
Zalo
Instagram
Twitter
Skype
Viber
Linkedin
Wecha...
Mobile Ecommerce in Vietnam: App or mobile web?
400ksession
290ksession
4.8%
1.5%
7.9time in app
2.2time on site
Average s...
Sales per day (Mobile vs PC)
Sales per hour (Mobile vs PC)
Mobile
Mobile
PC
PC
Monday Tuesday Wendesday Thursday Friday Sa...
Item purchased through e-commece
Clothing, footwear, cosmetic
Technology
Home appliance
Book, stationery. flower, gift
Tra...
Source: In a survey of 1000 randomly selected adults in HN, HCMC
How much you've spent for one - time
shopping on e-commer...
Source: In a survey of 1000 randomly selected adults in HN, HCMC
Vietnam’s mobile game market in 2Q17
Action
Adventure
Arc...
$0.00
$0.20
$0.40
$0.60
$0.80
$1.00
$1.20
Action Adventure Card & Dice Casino Educational Family &
Board
Music Puzzle Raci...
85.7%
3.6% 1.8% 1.8% 1.1%
49.8%
8.1% 7.3% 5.0% 4.8%
 Games  Social/Networking/Communication  Photography  Tools/Utilit...
Vietnam programmatic mobile ads ecosystem
Vietnam Mobile EcoSystem
Appota is the leading mobile platform provider for 3 segments trending in the
Vietnamese mobile market: Game Publishing, A...
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Vietnam Mobile Report Quarter 2 - 2017

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As the summer months of April–July approach, the temperature isn’t the only thing heating up in Vietnam. The country’s online activity is red hot over summer, especially on mobile.
Let’s follow with Appota report to keep update the latest news about Mobile Ecosystem in Vietnam (device, e-commerce, payment, advertisement and gaming).

Published in: Mobile

Vietnam Mobile Report Quarter 2 - 2017

  1. 1. VIETNAM MOBILE REPORT Enjoy the Mobile Summer Time2Q -17
  2. 2. As the summer is coming, the hot weather isn’t the only thing heating up, but the Vietnam’s mobile online activity is also a hot spot: Off school days mean kids have more time to relax on game and video content, summer travel time lets users spend more time on mobile to research and connect. Let’s follow Appota Report to keep updating the latest news about Mobile Ecosystem in Vietnam Trending Device User behavior Game Market Advertisments
  3. 3. TOP 5 EVENTS IN QUARTER 2
  4. 4. 4G booms in Vietnam “There are 3.5 million 4G subscribers nationwide so far, 88% of them live in Hanoi and Ho Chi Minh city, 58% users of 4G are satisfied with the services” IDG report
  5. 5. Summer Holiday: More time to enjoy Game “Summer holidays mean kids have more time to relax. Game watching time on YouTube in Vietnam is 17X higher than watch time for sports content, especially on online and eSport”
  6. 6. Shopee in Vietnam: 1 year with 5 million app downloads “Shopee, a company started by Singaporean tech compa- ny Garena, claims to have 5 million app downloads in Vietnam market. This event demonstrates the strong development of Vietnam e-commerce market. It is expected that the e-commerce market in Vietnam will reach up to USD 2.08 billion in 2017”.
  7. 7. VN Television requests OTT suppliers to conform to copyright law “The national television channel VTV is still not ready to provide VTV-produced TV channels on the internet as it needs to carefully consider technical solutions to copy- right protection. Some of big OTT service providers are affected by this VTV’s move. The OTT service providers market in Vietnam, makes a fierce competition battle between VTVGo, FPT Play, ClipTV and VNPT Media.
  8. 8. Vietnamese mobile users cringe at new photo ID requirements “This requirement should only be applied for new sub- scribers and existing subscribers who have not provided enough personal information. Official data shows millions of spam messages are sent in Vietnam every day. Most of them come from prepaid phone accounts that are unregistered or registered with false information.”
  9. 9. VIETNAM MOBILE ECOSYSTEM IN Q2
  10. 10. Mobile OS Market Share in Vietnam Source: MIC, VNPT, internetworldstats iOS 29% Other 4% 93M 50M+ 130M 55% (~48M devices) Android 67% Population Internet Users Mobile Subscription Smartphone Penetration
  11. 11. 3G subscription (YoY) (millions) 4G market share in 2Q.2017 Viettel 52%Mobiphone 27% Vinaphone 21% 4G Subscription (millions) Subcribers Active users 6.3 3.5 3G/4G in Vietnam Source: ictnews, IDG Vietnam
  12. 12. Smartphone shipments Best Mobile Purchase in first 6 months of 2017 Brands Brands% Revenue % Revenue Samsung Oppo Apple Mobiistar Sony Huawei Vivo Asus Masstel Mobell Xiaomi Lenovo Itel HTC Wiko F-Mobile 47,61% 23,15% 8,88% 2,96% 2,84% 2,68% 2,07% 1,69% 1,39% 0,85% 0,78% 0,70% 0,70% 0,49% 0,49% 0,43% Source: JFK (May, 2017) Oppo F1s 2017 Samsung Galaxy J5 Prime Oppo Neo 9 A37 Samsung Galaxy J2 Prime Samsung Galaxy J7 Prime More than 90 percent of smartphone shipments in Vietnam in early months of 2017 are Android devices, with the iPhone accounting for only eight percent of the share. Vietnamese consumers still prefer the entry-level, affordable handsets – those that cost between VND2 million ($88) and VND3 million ($130). Top 5 best seller smartphone in Vietnam in half 2017
  13. 13. Average time spending for internet based on type of devices Average daily use of the Internet via PC or Tablet Average daily use of the Internet via mobile phone Average daily use of social media via any device Average daily television viewing time 6h53m 2h33m 2h38m 1h26m Source: We are social 2017
  14. 14. Source: In a survey of 1000 randomly selected adults in HN, HCMC Vietnam's top smartphone activity Play game Social network Search information Check mail Read News Watch movie, clip 82.1% 95% 67.3% 42.3% 62.2% 80.6%
  15. 15. 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
  16. 16. Most active social media platforms Facebook Youtube FB Messenger Google+ Zalo Instagram Twitter Skype Viber Linkedin Wechat Line 51% 51% 37% 32% 22% 22% 14% 21% 18% 13% 12% 30% Social Network Messenger/ Chat App/ VOIP Source: We are social 2017
  17. 17. Mobile Ecommerce in Vietnam: App or mobile web? 400ksession 290ksession 4.8% 1.5% 7.9time in app 2.2time on site Average session per day Conversion Average time per session Source: Lazada Vietnam May 10, 2017 min min App Mobile Web
  18. 18. Sales per day (Mobile vs PC) Sales per hour (Mobile vs PC) Mobile Mobile PC PC Monday Tuesday Wendesday Thursday Friday Saturday Sunday Source: Lazada Vietnam May 10, 2017
  19. 19. Item purchased through e-commece Clothing, footwear, cosmetic Technology Home appliance Book, stationery. flower, gift Train and Air ticket Food Movie, concert ticket Tour and hotel booking Professional service Music/Video/DVD/Game Sap & Beauty service Others 64% 56% 49% 42% 34% 33% 22% 19% 7% 7% 6% 2%
  20. 20. Source: In a survey of 1000 randomly selected adults in HN, HCMC How much you've spent for one - time shopping on e-commerce site? Which commerce site you have purchased in the recent 3 months? 29.6% 53.6% 14.3% 2.5% Below 200.000 VND Below 1.000.000 VND Below 10.000.000 VND Above 10.000.000 VNDLazada Shopee Lotte.vn Adayroi Muachung Facebook shopping 56.1% 23.5% 3.1% 2.6% 1% 50%
  21. 21. Source: In a survey of 1000 randomly selected adults in HN, HCMC Vietnam’s mobile game market in 2Q17 Action Adventure Arcade Board Card Casino Casual Educational Music Puzzle Racing Roll Playing Stimulation Sport Strategy Downloads by Genres Types of game played in a recent month Casual 38% MOBA 24.5% Sport game 12.2% Card game 3.6% Role playing 9.7% Shooter 11.2%
  22. 22. $0.00 $0.20 $0.40 $0.60 $0.80 $1.00 $1.20 Action Adventure Card & Dice Casino Educational Family & Board Music Puzzle Racing RPG Simulation Sports Strategy Trivia Google Play iOS Average Mobile Game CPI in Vietnam, by Categories Source: Chartboost
  23. 23. 85.7% 3.6% 1.8% 1.8% 1.1% 49.8% 8.1% 7.3% 5.0% 4.8%  Games  Social/Networking/Communication  Photography  Tools/Utilities  Education  Productivity - Game is the most profitable category of app on both CH Play & Apple App Store. - Non-game apps capture very small shares in total number of top grossing apps. - Among non-game apps, developers & publishers can get considerable profit from Social/Networking/Communication, Education and Productivity apps on both App Stores. - Photography apps have more opportunity to shine on Apple App Stores than CH Play Top Grossing Apps in Vietnam, by Categories Source: Applyzer
  24. 24. Vietnam programmatic mobile ads ecosystem
  25. 25. Vietnam Mobile EcoSystem
  26. 26. 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 develop- ers, advertisers, and merchants worldwide. Subsidiary Companies: More information: www.appota.com adsota.com appotapay.comgamota.com

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