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VIETNAM
DIGITAL LANDSCAPE 2017
TABLE OF CONTENT
1
5
2
3
4
6
Vietnam Digital Market Overview
Online Population Demographic
Vietnam Internet User Behavior
Vietnam Mobile
Vietnam Social Network
Vietnam E-commerce
7 Appendix
1
5
2
3
4
6
7
Vietnam Digital Market Overview
VIETNAM DIGITAL MARKET
OVERVIEW01
Internet user 2016: 49 millions
Penetration: 52% of population
Ranking: 13th
User 1-year change: 3,3%
VN in global context
Overview: Vietnam Population
Total population
By gender
49% 51%
By region
31%69%
94,93 millions
Overview: Vietnam Population
23.84%
16.69%
45.22%
8.24%
6.01%
0 20 40 60
0-14
15-24
25-54
55-64
65+
Vietnam population Struture by Age
These generations (15-54) are
main target audiences of
Digital Marketing
44.3
48.2
52.1
55.8
59.3
62.6
0
10
20
30
40
50
60
70
2015 2016 2017 2018 2019 2020
Number of internet users in Vietnam from 2025 to 2021 in
millions
Overview: Vietnam Internet Users
41.81
46.76
51.42
55.54
59.04
61.91 64.24 66.1
0
10
20
30
40
50
60
70
2014 2015 2016 2017 2018 2019 2020 2021
Number of mobile phone Internet users in Vietnam from 2014
to 2021 in millions
Overview: Vietnam Internet Users
Which devices do people use?
98%
72%
44%
14%
0
10
20
30
40
50
60
70
80
90
100
Mobile phone Smartphone Computer Tablet
Overview: Vietnam Internet Users
Vietnam Digital Market Overview
ONLINE POPULATION
DEMOGRAPHIC02
Online population demographic
96
86
75
59
52
4
14
25
41
48
Under 25
25-34
35-44
45-54
55+
Yes No
Percentage of Vietnamese who use Internet for
personal purpose by age
Base: Online and Offline population, n= 256
Percentage of Vietnamese who use Internet for
personal purpose by Gender
82% 73%
Online population demographic
Base: Online and Offline population, n= 492
Vietnam Digital Market Overview
VIETNAM INTERNET USER
BEHAVIOR03
Percentage of devices used to online
55%
30%
14%
0 10 20 30 40 50 60
More often via smartphone than
computer/table
Equally via smartphone &
computer/ tablet
More often via computer/ tablet
than smartphone
Base: Internet users, n=765
Vietnam Internet User Behavior
Vietnam users tend to use smartphone to go online more than computer or
table, which is called as “mobile trend”
Vietnam Internet User Behavior
87%
79%
77%
73%
72%
44%
41
49
8%
11%
10%
17%
19%
15%
15
11
0 50 100
Read newspaper
Access e-mail
Participate in forum, social networks
Entertainment
Research/ study
Play game
Search for information of goods…
Others
Weekly Daily
Base: Internet User, n=967
Most popular online activities in Vietnam in 2015
Vietnam Internet User Behavior
87%
73%
78%
77%
65%
52%
42%
50%
6%
13%
10%
14%
18%
12%
14%
8%
0 50 100
Read newspaper
Access e-mail
Participate in forum, social networks
Entertainment
Research/ study
Play game
Search for information of goods and…
Others
Weekly Daily
Most popular mobile Internet activities in Vietnam in 2015
Base: Internet User, n=967
Weekly access of online video 2015
92%
85%
81%
76% 74%
62%
0
10
20
30
40
50
60
70
80
90
100
Viet Nam Phillippines Indonesia Thailand Malaysia Singapore
Series 1 Column1 Column2
Overview: Vietnam Internet Users
Frequency of watching online video
52%
36%
8%
3% 2%
0
10
20
30
40
50
60
Every day Every week Every month Less than once
a month
Never watch
online video
Vietnam Internet User Behavior
Online video access by device in 2015
62%
58%
18%
12%
2%
0
10
20
30
40
50
60
70
Smartphone PC Tablet Smart TV TV box
Vietnam Internet User Behavior
Type of video- on- demand watched in 2015
97%
90% 89% 87% 84% 83% 82% 81% 80% 79% 77%
26%
0
20
40
60
80
100
120
Vietnam Internet User Behavior
And comes the new trend, Video-on-demand…
90%
56% 54%
48% 45% 44% 42% 39% 37%
0
10
20
30
40
50
60
70
80
90
100
Vietnam Internet User Behavior
Type of video-on-demand watched in 2016
On Average (via any device)
2h33m
Vietnam Internet User Behavior
Daily time spent on device
6h53m
Via PC or Tablet
2h39m
Estimated digital advertising revenue in VN 2017
The largest segment of the market is “search
advertising” with an estimated market volume of
33 millions USD
Revenue in digital advertising in vietnam
amounts to 76 millions USD in 2017
Vietnam Digital Market Overview
VIETNAM MOBILE
05
Mobile connections by type
Total number of mobile connections
Mobile connections as a percentage of total
population
Percentage of mobile connections that are
pre-paid
Percentage of mobile connection that are
post-paid
Percentage of mobile connections that are
broadband (3G&4G)
Vietnam mobile
124,7 millions
131 %
89%
11%
30%
Number of smartphone users in VN from 2015 to
2021 (in millions)
20.6
24.6
28.5
32
37.8
40
0
5
10
15
20
25
30
35
40
45
2015 2016 2017 2018 2019 2020
Vietnam mobile
Online activities on smartphone
What online activities do people do on their smartphones at least
weekly?
78%
77%
69%
53%
37%
21%
20%
7%
0 20 40 60 80 100
Visit social networks
Watch online videos
Use Search engines
Listen to music
Play games
Look for product information
Check mail
Look up maps and directions
Base: Internet user, n=765
Vietnam mobile
Vietnam mobile
Average daily time spent on mobile apps by
smartphone users in 2016 in minutes
72
69
68
59
51
45
0 10 20 30 40 50 60 70 80
Philippines
Indonesia
Thailand
Malaysia
Vietnam
China
Top 3 app categories used daily
Social networking 94%
Messaging/ communications: 61%
Search 77%
Vietnam mobile
1/
2/
3/
Vietnam mobile
Time spent on daily used apps
Vietnam Digital Market Overview
VIETNAM SOCIAL NETWORK
05
Top active social platforms
51%
51%
37%
32%
30%
22%
22%
21%
18%
14%
13%
12%
0 10 20 30 40 50 60
Facebook
Youtube
Facebook Messenger
Google+
Zalo
Twitter
Insta
Skype
Viber
Linkedin
Wechat
Line
Vietnam Social Network
3.6
7.5
6.9
2.6
0.9
0.4 0.1
3.6
7.8 8
2.9
1
0.4 0.2
0
1
2
3
4
5
6
7
8
9
13-17 18-24 25-34 35-44 45-54 55-64 65+
Female Male
Facebook user profile by age
and gender
Vietnam Social Network Age Total Female Male
Total 46,000,000 48% 52%
13-17 7,200,000 8% 8%
18-24 15,290,000 16% 17%
25-34 14,960,000 16% 17%
35-44 5,430,000 6% 6%
45-54 1,940,000 2% 2%
55-64 770,000 1% 1%
65+ 320,000 0 0
Vietnam Digital Market Overview
VIETNAM E-COMMERCE
06
43%
24%
12%
6%
6%
0 10 20 30 40 50
Online
Television
Instore Ads
Magazine/ Newspaper
Poster
Base: Internet users, n=949
Advertising channels that people first learned of their
purchased product
Vietnam E-commerce
Estimated Revenue in 2017: 2,187
millions USD
Estimated User penetration: 50,5%
Estimated Average revenue per user (ARPU): 61.74 USD
Total value of national E-commerce market in 2016: 1,8
billions USD
Vietnam E-commerce Estimation 2017
Demographics
By Age
3%
34%
30%
18%
15%
0 10 20 30 40
Under 18
18-25
26-30
30-35
35+
By gender
Vietnam E-commerce
36% 64%
By location
38%
17%
3%
3%
1%
39%
0 10 20 30 40 50
HCM
Ha Noi
Can Tho
Da Nang
Hai Phong
Others
Demographics
Vietnam E-commerce
Ha Noi and HCM are the most two potential market for E-
commerce
By Occupation
36%
19%
13%
9%
8%
8%
6%
3%
0 5 10 15 20 25 30 35 40
Office worker
Student
Engineer/Doctor/Teacher
Factory Worker
Others
Self-emloyed
Housewife
Job seeker/ retired
Demographics
Vietnam E-commerce
The people who have great demand for buying online are
office workers
In which part of the purchase process did people use the
Internet?
50%
65%
51%
53%
0 10 20 30 40 50 60 70
Look for early inspiration and made initial
discoveries online
Compared choices online
Sought advice online
Prepared online for immediate offline
purchase
Vietnam E-commerce
User Behavior
How did people first learn of the product they purchased during product
research
37%
52%
4%
7%
0 20 40 60
Online via website or app
In a store, shop, showroom
Over the phone
Other
Vietnam E-commerce
User Behavior
Base: Internet Users, n=933
71%
36%
27%
26%
17%
12%
0 20 40 60 80
Search engine
Online search on brand websites
Online research on retailer
websites
Social networks
Online video sites
Advice sites/review
sites/forums/blogs
What online sources did people use to make a purchase decision?
Base: Internet User, n=6515
Vietnam E-commerce
User Behavior
How did people first hear about the product they
bought?
40%
25%
13%
12%
8%
0 10 20 30 40 50
Previous experience
Discussion with other people
Pre-purchase research
Through advertising
Other
Base: Internet user, n=6515
Vietnam E-commerce
User Behavior
61%
39%
39%
30%
29%
23%
19%
0 10 20 30 40 50 60 70
Compared products/ prices/
features online
Discover relevant brands online
Looked for opinions/reviews/
advice online
Checked where to buy/ product
availability online
Got location/direction online
Checked for/ redeemed offers,
coupons or promotion online
Watched relevant video online
Base: Internet Users, n= 5749
How did people use the Internet to help make their purchase
decision?
Vietnam E-commerce
User Behavior
The frequency of online shopping
23%
27%
15%
7%
28%
25% 26%
9% 9%
32%
22%
27%
22%
4%
24%
0
5
10
15
20
25
30
35
Once/ week
or more
Once/month once/2-3
months
once/6
months
less than
once/ 6
months
All 18-29 30-39
Vietnam E-commerce
User Behavior
Base: Consumers, Age: 18-39, n=500, location: HCM- HN
Purchased products on EC
46%
39%
35%
22% 20% 20%
13%
9% 7% 6% 5% 3%
0
5
10
15
20
25
30
35
40
45
50
Base: Consumers, Age: 18-39, n=500, location: HCM- HN
Vietnam E-commerce
User Behavior
Product purchase on EC by age
0
10
20
30
40
50
60
18-29
30-39
Base: Consumers, Age: 18-39, n=500, location: HCM- HN
Vietnam E-commerce
User Behavior
Product purchase on EC by gender
41%
54%
32%
19% 17%
7%
18%
9%
1%
7% 6% 3%
53%
22%
38%
26% 23%
34%
7% 9%
14%
6% 4% 3%
0
10
20
30
40
50
60
Male Female
Vietnam E-commerce
User Behavior
Base: Consumers, Age: 18-39, n=500, location: HCM- HN
Vietnam Digital Market Overview
APPENDIX
07
Appendix: Reference Source
1. Internet Users by country 2016, Internet Live
Stats, 2016.
2. Vietnam Age Struture, Indexmudi, 2016
3. Digital 2017: Southest Asia, We are Social, 2017.
4. Consumer Barometer, Google,2017
5. Statista
6. Daily Dose: Online video streaming, Nielsen, 2016
7. Mobile in APAC: 2016 report, Think With Google,
2016
8. Vietnam E-commerce Report 2016, Q&Me, 2016
9. Others
CONTACT
NGUYEN XUAN DONG
VICE MANAGING DIRECTOR
(+84) 989.995.145
dongnx@ecomobi.com
Singapore
Address: 18 Boon Lay Way #05-95 Trade hub 21 Singapore.
INDONESIA
Address: Gedung Grand Slipi Tower Level 9G Palmerah, Jakarta Barat.
VIETNAM
– HA NOI: 99 Me Tri St, Me Tri Ward, Nam Tu Liem Dist, Hanoi.
– HO CHI MINH: 133 Duong Ba Trac St, 8 Dist, HCM City.
Website: www.ecomobi.com

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Vietnam Digital Landscape 2017

  • 2. TABLE OF CONTENT 1 5 2 3 4 6 Vietnam Digital Market Overview Online Population Demographic Vietnam Internet User Behavior Vietnam Mobile Vietnam Social Network Vietnam E-commerce 7 Appendix 1 5 2 3 4 6 7
  • 3. Vietnam Digital Market Overview VIETNAM DIGITAL MARKET OVERVIEW01
  • 4. Internet user 2016: 49 millions Penetration: 52% of population Ranking: 13th User 1-year change: 3,3% VN in global context
  • 5. Overview: Vietnam Population Total population By gender 49% 51% By region 31%69% 94,93 millions
  • 6. Overview: Vietnam Population 23.84% 16.69% 45.22% 8.24% 6.01% 0 20 40 60 0-14 15-24 25-54 55-64 65+ Vietnam population Struture by Age These generations (15-54) are main target audiences of Digital Marketing
  • 7. 44.3 48.2 52.1 55.8 59.3 62.6 0 10 20 30 40 50 60 70 2015 2016 2017 2018 2019 2020 Number of internet users in Vietnam from 2025 to 2021 in millions Overview: Vietnam Internet Users
  • 8. 41.81 46.76 51.42 55.54 59.04 61.91 64.24 66.1 0 10 20 30 40 50 60 70 2014 2015 2016 2017 2018 2019 2020 2021 Number of mobile phone Internet users in Vietnam from 2014 to 2021 in millions Overview: Vietnam Internet Users
  • 9. Which devices do people use? 98% 72% 44% 14% 0 10 20 30 40 50 60 70 80 90 100 Mobile phone Smartphone Computer Tablet Overview: Vietnam Internet Users
  • 10. Vietnam Digital Market Overview ONLINE POPULATION DEMOGRAPHIC02
  • 11. Online population demographic 96 86 75 59 52 4 14 25 41 48 Under 25 25-34 35-44 45-54 55+ Yes No Percentage of Vietnamese who use Internet for personal purpose by age Base: Online and Offline population, n= 256
  • 12. Percentage of Vietnamese who use Internet for personal purpose by Gender 82% 73% Online population demographic Base: Online and Offline population, n= 492
  • 13. Vietnam Digital Market Overview VIETNAM INTERNET USER BEHAVIOR03
  • 14. Percentage of devices used to online 55% 30% 14% 0 10 20 30 40 50 60 More often via smartphone than computer/table Equally via smartphone & computer/ tablet More often via computer/ tablet than smartphone Base: Internet users, n=765 Vietnam Internet User Behavior Vietnam users tend to use smartphone to go online more than computer or table, which is called as “mobile trend”
  • 15. Vietnam Internet User Behavior 87% 79% 77% 73% 72% 44% 41 49 8% 11% 10% 17% 19% 15% 15 11 0 50 100 Read newspaper Access e-mail Participate in forum, social networks Entertainment Research/ study Play game Search for information of goods… Others Weekly Daily Base: Internet User, n=967 Most popular online activities in Vietnam in 2015
  • 16. Vietnam Internet User Behavior 87% 73% 78% 77% 65% 52% 42% 50% 6% 13% 10% 14% 18% 12% 14% 8% 0 50 100 Read newspaper Access e-mail Participate in forum, social networks Entertainment Research/ study Play game Search for information of goods and… Others Weekly Daily Most popular mobile Internet activities in Vietnam in 2015 Base: Internet User, n=967
  • 17. Weekly access of online video 2015 92% 85% 81% 76% 74% 62% 0 10 20 30 40 50 60 70 80 90 100 Viet Nam Phillippines Indonesia Thailand Malaysia Singapore Series 1 Column1 Column2 Overview: Vietnam Internet Users
  • 18. Frequency of watching online video 52% 36% 8% 3% 2% 0 10 20 30 40 50 60 Every day Every week Every month Less than once a month Never watch online video Vietnam Internet User Behavior
  • 19. Online video access by device in 2015 62% 58% 18% 12% 2% 0 10 20 30 40 50 60 70 Smartphone PC Tablet Smart TV TV box Vietnam Internet User Behavior
  • 20. Type of video- on- demand watched in 2015 97% 90% 89% 87% 84% 83% 82% 81% 80% 79% 77% 26% 0 20 40 60 80 100 120 Vietnam Internet User Behavior And comes the new trend, Video-on-demand…
  • 21. 90% 56% 54% 48% 45% 44% 42% 39% 37% 0 10 20 30 40 50 60 70 80 90 100 Vietnam Internet User Behavior Type of video-on-demand watched in 2016
  • 22. On Average (via any device) 2h33m Vietnam Internet User Behavior Daily time spent on device 6h53m Via PC or Tablet 2h39m
  • 23. Estimated digital advertising revenue in VN 2017 The largest segment of the market is “search advertising” with an estimated market volume of 33 millions USD Revenue in digital advertising in vietnam amounts to 76 millions USD in 2017
  • 24. Vietnam Digital Market Overview VIETNAM MOBILE 05
  • 25. Mobile connections by type Total number of mobile connections Mobile connections as a percentage of total population Percentage of mobile connections that are pre-paid Percentage of mobile connection that are post-paid Percentage of mobile connections that are broadband (3G&4G) Vietnam mobile 124,7 millions 131 % 89% 11% 30%
  • 26. Number of smartphone users in VN from 2015 to 2021 (in millions) 20.6 24.6 28.5 32 37.8 40 0 5 10 15 20 25 30 35 40 45 2015 2016 2017 2018 2019 2020 Vietnam mobile
  • 27. Online activities on smartphone What online activities do people do on their smartphones at least weekly? 78% 77% 69% 53% 37% 21% 20% 7% 0 20 40 60 80 100 Visit social networks Watch online videos Use Search engines Listen to music Play games Look for product information Check mail Look up maps and directions Base: Internet user, n=765 Vietnam mobile
  • 28. Vietnam mobile Average daily time spent on mobile apps by smartphone users in 2016 in minutes 72 69 68 59 51 45 0 10 20 30 40 50 60 70 80 Philippines Indonesia Thailand Malaysia Vietnam China
  • 29. Top 3 app categories used daily Social networking 94% Messaging/ communications: 61% Search 77% Vietnam mobile 1/ 2/ 3/
  • 30. Vietnam mobile Time spent on daily used apps
  • 31. Vietnam Digital Market Overview VIETNAM SOCIAL NETWORK 05
  • 32. Top active social platforms 51% 51% 37% 32% 30% 22% 22% 21% 18% 14% 13% 12% 0 10 20 30 40 50 60 Facebook Youtube Facebook Messenger Google+ Zalo Twitter Insta Skype Viber Linkedin Wechat Line Vietnam Social Network
  • 33. 3.6 7.5 6.9 2.6 0.9 0.4 0.1 3.6 7.8 8 2.9 1 0.4 0.2 0 1 2 3 4 5 6 7 8 9 13-17 18-24 25-34 35-44 45-54 55-64 65+ Female Male Facebook user profile by age and gender Vietnam Social Network Age Total Female Male Total 46,000,000 48% 52% 13-17 7,200,000 8% 8% 18-24 15,290,000 16% 17% 25-34 14,960,000 16% 17% 35-44 5,430,000 6% 6% 45-54 1,940,000 2% 2% 55-64 770,000 1% 1% 65+ 320,000 0 0
  • 34. Vietnam Digital Market Overview VIETNAM E-COMMERCE 06
  • 35. 43% 24% 12% 6% 6% 0 10 20 30 40 50 Online Television Instore Ads Magazine/ Newspaper Poster Base: Internet users, n=949 Advertising channels that people first learned of their purchased product Vietnam E-commerce
  • 36. Estimated Revenue in 2017: 2,187 millions USD Estimated User penetration: 50,5% Estimated Average revenue per user (ARPU): 61.74 USD Total value of national E-commerce market in 2016: 1,8 billions USD Vietnam E-commerce Estimation 2017
  • 37. Demographics By Age 3% 34% 30% 18% 15% 0 10 20 30 40 Under 18 18-25 26-30 30-35 35+ By gender Vietnam E-commerce 36% 64%
  • 38. By location 38% 17% 3% 3% 1% 39% 0 10 20 30 40 50 HCM Ha Noi Can Tho Da Nang Hai Phong Others Demographics Vietnam E-commerce Ha Noi and HCM are the most two potential market for E- commerce
  • 39. By Occupation 36% 19% 13% 9% 8% 8% 6% 3% 0 5 10 15 20 25 30 35 40 Office worker Student Engineer/Doctor/Teacher Factory Worker Others Self-emloyed Housewife Job seeker/ retired Demographics Vietnam E-commerce The people who have great demand for buying online are office workers
  • 40. In which part of the purchase process did people use the Internet? 50% 65% 51% 53% 0 10 20 30 40 50 60 70 Look for early inspiration and made initial discoveries online Compared choices online Sought advice online Prepared online for immediate offline purchase Vietnam E-commerce User Behavior
  • 41. How did people first learn of the product they purchased during product research 37% 52% 4% 7% 0 20 40 60 Online via website or app In a store, shop, showroom Over the phone Other Vietnam E-commerce User Behavior Base: Internet Users, n=933
  • 42. 71% 36% 27% 26% 17% 12% 0 20 40 60 80 Search engine Online search on brand websites Online research on retailer websites Social networks Online video sites Advice sites/review sites/forums/blogs What online sources did people use to make a purchase decision? Base: Internet User, n=6515 Vietnam E-commerce User Behavior
  • 43. How did people first hear about the product they bought? 40% 25% 13% 12% 8% 0 10 20 30 40 50 Previous experience Discussion with other people Pre-purchase research Through advertising Other Base: Internet user, n=6515 Vietnam E-commerce User Behavior
  • 44. 61% 39% 39% 30% 29% 23% 19% 0 10 20 30 40 50 60 70 Compared products/ prices/ features online Discover relevant brands online Looked for opinions/reviews/ advice online Checked where to buy/ product availability online Got location/direction online Checked for/ redeemed offers, coupons or promotion online Watched relevant video online Base: Internet Users, n= 5749 How did people use the Internet to help make their purchase decision? Vietnam E-commerce User Behavior
  • 45. The frequency of online shopping 23% 27% 15% 7% 28% 25% 26% 9% 9% 32% 22% 27% 22% 4% 24% 0 5 10 15 20 25 30 35 Once/ week or more Once/month once/2-3 months once/6 months less than once/ 6 months All 18-29 30-39 Vietnam E-commerce User Behavior Base: Consumers, Age: 18-39, n=500, location: HCM- HN
  • 46. Purchased products on EC 46% 39% 35% 22% 20% 20% 13% 9% 7% 6% 5% 3% 0 5 10 15 20 25 30 35 40 45 50 Base: Consumers, Age: 18-39, n=500, location: HCM- HN Vietnam E-commerce User Behavior
  • 47. Product purchase on EC by age 0 10 20 30 40 50 60 18-29 30-39 Base: Consumers, Age: 18-39, n=500, location: HCM- HN Vietnam E-commerce User Behavior
  • 48. Product purchase on EC by gender 41% 54% 32% 19% 17% 7% 18% 9% 1% 7% 6% 3% 53% 22% 38% 26% 23% 34% 7% 9% 14% 6% 4% 3% 0 10 20 30 40 50 60 Male Female Vietnam E-commerce User Behavior Base: Consumers, Age: 18-39, n=500, location: HCM- HN
  • 49. Vietnam Digital Market Overview APPENDIX 07
  • 50. Appendix: Reference Source 1. Internet Users by country 2016, Internet Live Stats, 2016. 2. Vietnam Age Struture, Indexmudi, 2016 3. Digital 2017: Southest Asia, We are Social, 2017. 4. Consumer Barometer, Google,2017 5. Statista 6. Daily Dose: Online video streaming, Nielsen, 2016 7. Mobile in APAC: 2016 report, Think With Google, 2016 8. Vietnam E-commerce Report 2016, Q&Me, 2016 9. Others
  • 51. CONTACT NGUYEN XUAN DONG VICE MANAGING DIRECTOR (+84) 989.995.145 dongnx@ecomobi.com Singapore Address: 18 Boon Lay Way #05-95 Trade hub 21 Singapore. INDONESIA Address: Gedung Grand Slipi Tower Level 9G Palmerah, Jakarta Barat. VIETNAM – HA NOI: 99 Me Tri St, Me Tri Ward, Nam Tu Liem Dist, Hanoi. – HO CHI MINH: 133 Duong Ba Trac St, 8 Dist, HCM City. Website: www.ecomobi.com