FACTORS AFFECTING MONETIZATION OF INTERNATIONAL A2P SMS SERVICE: A CASE OF VIETTEL GROUP

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GRADUATION PROJECT
FACTORS AFFECTING MONETIZATION OF INTERNATIONAL A2P
SMS SERVICE: A CASE OF VIETTEL GROUP
Supervisor: Dr. Nguyen Thi Kim Oanh
Student: Le Thi Mai Anh
Student ID:
Class: MKT8

1
Hanoi, September 2020
LETTER OF DECLARATION
I hereby declare that the Graduation Project entiled “The factors affecting the
development of International A2P SMS service at Viettel Group” is the results my
own original work and has not been submitted before to any institution for assessment
purposes. Wherever contributions of others are involved, every effort is made to
indicate this clearly, with due reference to the literature, and acknowledgement of
collaborative research and discussions.
I take full responsivity for the fidelity of the number and data and other contents
of my graduation project.
Hanoi, 15/12/2020
Student (Signature and Full name)

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ACKNOWLEDGEMENT
First of all, I would like to express my special thanks of gratitude to my research
project supervisor - Dr. Nguyen Thi Kim Oanh for her professional guidance and
valuable support, helped me to coordinate my project especially in writing this report.
This project could not be completed without the enthusiasm and useful comments of
her within a limited time frame.
Also, I would like to thank all of my valued A2P SMS Partners who accepted
and completed my survey. I could not complete this study without their huge supports
for data collection.
I would also like to extend my thanks to my colleagues for their help in offering
me the resources in running this project.
Finally, I wish to thank my family for their support and encouragement
throughout my study.

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TABLE OF NOTATIONS AND ABBREVIATIONS
Abbreviation Meaning

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CONTENTS
TABLE OF NOTATIONS AND ABBREVIATIONS ......................................... 3
CONTENTS ...........................................................................................................4
CHAPTER I: INTRODUCTION ...........................................................................7
1.1. Background of the study..............................................................................7
1.2. Research objectives and research questions..............................................10
1.3. Research methods......................................................................................10
1.4. Research findings ......................................................................................11
1.5. Structure of the study.................................................................................11
CHAPTER II. LITERATURE REVIEW.............Error! Bookmark not defined.
2.1. A2P Service...............................................................................................13
2.1.1. Definition of A2P SMS service ..................................................................13
2.1.2. The development of International A2P SMS service.................................18
2.1.3. About Viettel’s A2P SMS Service status: ..................................................23
2.1.4. Factors effecting the development of A2P SMS.......................................27
2.2. Theoretical background.............................................................................32
2.2.1. A2P SMS Drives Growth:.........................Error! Bookmark not defined.
2.2.4. Challenges for MNOs in:...........................Error! Bookmark not defined.
2.3. Hypothesis development ...........................................................................45
2.3.1. Grey Routes Continue to Pose Threat to A2P SMS..................................45
2.3.2. Impact of A2P SMS Price Strategies on Market GrowthError! Bookmark
not defined.

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2.3.3. Deploying a managed SMS revenue assurance platform and SMS firewall
46
2.3.4. Increasing quality and quantity of network customer bases to boost A2P
revenue Error! Bookmark not defined.
2.3.5. Laws and regulations on SMS Service......Error! Bookmark not defined.
2.4. Conceptual framework ..............................................................................47
CHAPTER 3: MARKETING RESEARCH.........................................................39
2.5. Qualitative study........................................................................................39
3.1.1. Sampling method .......................................................................................39
3.1.2. Methodology..............................................................................................40
3.1.3. Implementation of the questionnaire.........................................................41
3.1.4. Qualitative research results .......................................................................42
3.1.5. Updated conceptual framework: ...............Error! Bookmark not defined.
3.2. Quantitative study......................................................................................45
3.2.1. Sampling method.......................................................................................48
3.2.2. Questionnaire development.......................................................................48
CHAPTER 4: DATA ANALYSIS AND RESEARCH FINDINGS ...................54
4.1. Data analysis with PLS-SEM using Smart-PLSError! Bookmark not
defined.
4.2. Research findings ......................................Error! Bookmark not defined.
Bibliography.........................................................Error! Bookmark not defined.

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CHAPTER 1: INTRODUCTION
Viettel is the largest Telecommunications Group in Vietnam and is the only
telecommunications provider in Southeast Asia listed in the top 30 most valuable
telecoms trademarks in 2020 in the world. With more than 120 million customers
worldwide, the Group is present in 11 countries across 3 continents, including
Vietnam, Burundi, Cambodia, Cameroon, East Timor, Haiti, Laos, Mozambique,
Myanmar, Peru and Tanzania. Viettel also operates in different businesses including
Telecom, ICT, Hi-tech Research and Manufacturing, Postal Services, Construction,
Commerce, Importing and Exporting, IDC and so on. In 2019, Viettel recorded 10.7
billion USD in revenue and 1.6 billion USD in profit, making it the most valuable
brand in Vietnam. Viettel's brand value reaches US $ 5.8 billion and ranks 355th most
valuable brand in the world in 2020. (VIETTEL GROUP, 2020) [24].
The purpose of this research is to determine the factors that affecting
monetization of international A2P SMS (Application-to-person Short Message
Services) service in Viettel Group. In addition, this research will analyze in depth the
current situation and find out the shortcomings and limitations of the service, from
which to offer effective solutions to optimize service revenue and ensure best service
for mobile subscribers.
1.1. Background of the study
Application-to-Person Messaging, sometimes called business SMS or enterprise
SMS, refers to SMS messages sent from a business to a person. (Bandwidth Inc. ,
2020). Monetization is the process of converting or establishing something into legal
tender (Wikipedia). A2P Monetization is when you optimize or achieve profit
generation from previously unprofitable A2P SMS services.(AMD Telecom, 2020)
[5].
The process of sending mobile messages from an application to a mobile user. A2P
SMS messaging is also called enterprise or professional SMS. Businesses can use it in

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several technical modes to communicate with consumers, authenticate users of online
services, or deliver time-sensitive alerts. In all the cases, communication is initiated from
a business application, and not an individual’s mobile phone, as is the case with P2P
SMS.
Typical examples of A2P SMS include banking notifications, critical alerts, SMS-
based two factor authentication, automatic booking confirmations, loyalty programs and
marketing notifications etc. Online reservation systems, different corporate platforms and
support services have deployed A2P SMS to increase efficiency and improve
communication. Financial institutions have been using A2P SMS for over 15 years, by
delivering automated, event-based SMS notifications to their clients’ mobile phones.
Examples include anti-fraud alerts, balance statements, payment reminders, withdrawal
notifications.
The most popular modes of using A2P messaging are SMS API integration, access
via a web interface (by obtaining a username and password), or the deployment of a
professional enterprise solution.
A2P Monetization is when you optimise or achieve profit generation from
previously unprofitable A2P SMS services. Four facts indicating the great potential of
A2P Monetization: A2P SMS is a sector not fully monetized yet, which is projected to
grow by 36% on an annual basis, according to Portio Research; It provides easier and
more efficient control of network traffic, generating increased profits; According to
estimates by the Communications Fraud Control Association, mobile operators lost
approx. $3.8 billion in 2013 from malicious SMS and unpaid traffic; With traditional
revenue streams, such as voice and P2P messaging, in decline, the industry needs new
income sources to replace them.
The A2P Monetisation study questioned more than 50 MNOs from every region
worldwide.

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It takes a snapshot of the market for enterprise messaging, identifying the key
drivers and barriers to growth. The study also reveals how MNOs view the market
today and tomorrow – including an outlook for RCS. On average, MNOs reported that
60 per cent of their A2P traffic is domestic, while 40 per cent is international.
Broadly, the results address the following topics: The key issues MNOs face in
the area of A2P SMS fraud; What methods they use to prevent it; How they view the
potential of RCS, and its vulnerability to fraud; What form of regulation offers the best
defence against malpractice.
A grey route is A2P messaging that originates outside of authorized networks, in
other words non-commercialized traffic where there is no agreement between the
sender and the receiving network. Specifically, many grey routes use P2P (Person to
Person) channels to support A2P messaging. This helps cut down on costs for senders
since service providers have historically used simple SMS billing policies for P2P
sending, which results in a mutual forgiveness policy. With these billing policies in
place, third-party content providers and aggregators can, and sometimes do, exploit the
lower cost avenue, flooding these routes with illicit messaging. (Cequens, 2020) [18].
Results based on research and tests carried out by HAUD’s research team in
Bangladesh, Vietnam, Indonesia, Thailand and the Philippines on unprotected
networks indicate that most Operators are leaking in the region of 30% of their A2P
SMS traffic to SIM box activity (Grey route). On average, and backed by data
collected internally, the price for an A2P SMS for the direct protected route is $0.04 in
most markets in the region. SIM box pricing, on the other hand, is averaged out at
$0.0055. The discrepancy in pricing between direct pricing and SIM box pricing,
therefore, is staggering. Moreover, when one considers that the overall SIM box
traffic in the markets analyzed is of around 30%, the business loss implied is highly
significant. Most MNOs in the region are losing millions of dollars every month to this
highly distributed, but potentially illegal activity (HAUD ARTICLES, 2019) [20].

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From the evidence above, it can be seen that the Service Providers not using the
official route of the operators will cause a lot of consequences for both subscribers and
mobile operators. The purpose of this study is to find out the factors affecting A2P
SMS monetization of Viettel Group, at the same time looking for a solution to
maximize revenue from A2P SMS services and safety experience for subscribes in the
telecommunications network environment.
1.2. Research objectives and research questions
1.2.1. Research objectives
General Research objectives
Research on factors affecting making money from A2P SMS service at Viettel
Group. Thereby, proposing some governance implications to improve the quality of
factors affecting the money check from A2P SMS service of Viettel Group in the
coming time.
Detail Research objectives
- Determining prefix effects to make money from A2P SMS services of Viettel
Group
- Determine the level of correspondence of each factor to make money from
A2P SMS services of Viettel Group
- The solution to Contribution, the perfect profix up to the monetization of A2P
SMS service of Viettel group
1.2.2. Research questions
- The first, What factors affect making money from A2P SMS service of
Viettel Group?
- The second, to what extent are each of the factors affecting the money making
from A2P SMS service of Viettel Group?
- The third,Which solution contributes to perfecting factors that promote
making money from A2P SMS service of Viettel Group?
1.3. Research methods

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The research topic is applied both methods: qualitative research and
Quantitative research is intended to complement each other for positive research
results and most accurate. Qualitative research was conducted based on group
discussion method, In-depth interviews with customers who have used services at
businesses Viettel and consulting experts to choose the necessary photo elements aims
to make money from A2P SMS service at Viettel Group.
Quantitative research is done through direct interviews or email for customers
who have used A2P SMS service at telecom service's business Viettel. Data were
processed using SPSS software, by a stool tool such as Cronbach Alpha to test the
level of information technology of the scale, discovery factor analysis method, EFA,
correlation coefficient analysis, analysis egression model to test the suitability of
hypothetical model.
1.4. Research findings
The topic has certain scientific and practical meanings. Specifically:
- In terms of science: the topic will contribute to supplementing by photo study
certificates benefits of elements making money from A2P SMS, Viettel's service, from
that for the houseors refer to the next subject.
- In terms of implementation: Research results of the topic give the most general
view Admin client of Viettel Group's A2P SMS service and may suggest some
recommendations suitable for Viettel's management board to improve the work of
making money from A2P SMS services of Viettel Group in time to.
1.5. Structure of the study
The topic is implemented with a layout including 4 chapters, specifically:
CHAPTER 1: INTRODUCTION
CHAPTER 2. LITERATURE REVIEW

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CHAPTER 3: MARKETING RESEARCH
CHAPTER 4: DATA ANALYSIS AND RESEARCH FINDINGS

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CHAPTER 2. LITERATURE REVIEW
2.1.A2P Service
2.1.1. Definition of monetization of A2P SMS service
 A2P SMS Messaging Service (A2P SMS)
A2P SMS Messaging (also known as enterprise or business SMS): The process
of sending one-way SMS from an application to a mobile user, who are not expected
to reply mobile messages. Businesses can use this cost effective way in several
technical modes to increase engagement with consumers by communicating with
consumers, providing user authentication for online services, or delivering alerts. In all
the cases, communication is initiated from a business application, and not an
individual’s mobile phone. (Twilio Inc, 2020) [13].
The A2P SMS means the application to person messaging. In A2P SMS, the
SMS is typically sent from web-based applications to mobile subscribers. The A2P
SMS is commonly used for bulk SMSs including notifications, alerts, mobile
contextual marketing messages such as banking updates, new offers from merchants
and retailers, and flight alerts. (Verified market research, 2020)
Popular forms of A2P messages include SMS-based two factor authentication,
appointment reminders, account pin codes, bank alerts, shipping notifications, critical
alerts, automatic booking confirmations, loyalty programs, promotional codes and
marketing notifications etc. Many major industries have adopted A2P SMS service to
increase efficiency and improve communication such as finance, telecom, healthcare
and travel....
International A2P SMS Service is a messaging service provided to firm including
Service Provider (Google, Facebook, TikTok …) and SMSHub/Aggregator (Tyntec,
Infobip, Route Mobile …) established and has operations in other countries outside of
Vietnam. (Viettel Service Definition, 2020) [23].
 Monetization of A2P SMS

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A2P SMS Monetization is the way you collect a termination fee for every SMS
delivered to your network’s subscribers by eliminate “grey routes”, increase profits
from wholesale opportunities and roaming partners, complete control over network
traffic, which can lead to better business decisions and provide a secure environment
to mobile subscribers and a smoother customer experience, promoting increased
customer loyalty. (AMD Telecom, 2020)[5].
A2P SMS is a sector not fully monetized yet, which is projected to grow by 36%
on an annual basis, according to Portio Research. It provides easier and more efficient
control of network traffic, generating increased profits. According to estimates by the
Communications Fraud Control Association, mobile operators lost approx. $3.8 billion
in 2013 from malicious SMS and unpaid traffic. With traditional revenue streams, such
as voice and P2P messaging, in decline, the industry needs new income sources to
replace them. (AMD Telecom, 2020) [5].
Every mobile service operator realizes that A2P SMSs can be a huge
moneymaker for them. But at the same time they also know that monetizing A2P
messaging without bringing transparency and convenience can be backbreaking-
especially in case the speed-to-market is low. (Comviva, 2015) Thus, MNOs is
wasting a lot of profits from A2P SMS because it has not fully exploited its potential
and has an effective way to prevent the loss.
SIM box fraud (gray route) involves the illegal setting up of international calls
using a low-cost, prepaid, SIM card, which is part of a larger fraudulent business
known as GSM termination. It is common knowledge that international call tariffs are
more expensive than calls from within the network. A SIM box fraud system enables
fraudsters to earn money based on the difference between local and international
tariffs. Box operators are therefore able to bypass international rates to fraudulently
undercut the prices charged by the Mobile Network Operators (MNO) and avoid
surtax charged by the government. (Fayza Bjayou, 2019) [3]. This message traffic is

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defined as unsolicited SMS traffic and the MNOs cannot make money from it. Below
is a diagram that distinguishes the monetized routes from the gray one.
Figue 1: A2P SMS Fraud Diagram (HAUD, 2019) [11].
 How A2P SMS works

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Figure 1 A2P SMS General Workflow
- Client/Subscribe: Service Provider’s users, request to receive messages
from the Service Provider or allow the Service Provider to send messages to
their phone number.
- Service Provider/SPs (MobiWeb)/Enterprice: Subject has a need to
send a messages to their client/users. Enterprises can connect directly to
carriers/operator to send messages or through 1 or more SMS Hubs.
- MNOs (Mobile Network Operator): Providers of telecommunication
services that own or control the complete telecom infrastructure necessary to
sell and deliver services to their subscribed mobile users. Operators play the
role of forwarding messages to their subscribers.
- SMS Hub/SMS aggregator: is the link between MNOs and SPs. This
firm connects to many SPs and many MNOs at the same time. Thus, a SP can
send messages to subscribers of different MNOs without having to open
multiple connections. And vice versa, an MNO will not need to establish too
many connections to enable their subscribers to receive messages from the SPs.

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- According to Viettel A2P Service definition, each A2P SMS sent should
have Brand Name/Sender ID/ Alias displayed in the sender section to the
Customers
 A2P SMS fraud:
A2P SMS fraud is the main cause of revenue loss arising from the presence of
'grey' route messaging in the global A2P SMS marketplace. There are 13 types of
fraud that are hobbling A2P messaging (Tata Communications, Anam, Rocco, 2019):
- Spam: Texts sent without permission to farmed lists of numbers –
sometimes with fraud in mind.
- SMS Originator Spoofing: Changing the sender identity of a message –
and tricking a consumer into thinking that a message is from a trusted brand.
- SMiShing (SMS Phishing): Combining the above with social
engineering to persuade a recipient to disclose personal details.
- SMS Malware: Using SMS to convince a person to download a bogus
app, which can retrieve sensitive data.
- SIM Swap Fraud: A fraudster cancels the victim’s SIM and activates a
new one linked to a new handset. He/she can then steal money from the victim.
- Access Hacking: Hijacking a legitimate service and then sending
messages with no intention of paying for them.
- Grey Routes: Many MNOs assume they will handle tiny amounts of
inbound traffic from smaller MNOs. For this reason, they do not sign a
traditional AA.19 or AA.60 agreement. Scammers exploit this. They re-route
messages through these MNOs to avoid paying regular fees.
- MAP Global Title Faking: An address used in the SCCP protocol for
routing messages. Fraudsters alter it to avoid detection by a firewall.

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- SCCP Global Title Faking: Sending a message from a sender that doesn't
own the global title – or has leased it from a third party and then faked the
SCCP address.
- SMSC Compromise Fraud: Sending messages without paying for them –
and leaving the SMSC owner to pay the charges.
- SIM Farms: Using a bank of P2P, Machine to Machine (M2M) or
enterprise SIM cards to send A2P messages.The practice takes advantage of
retail offers not meant for A2P messaging.
- Artificial Inflation of Traffic (AIT): Here, a fraudsters sends messages to
itself, commonly via a SIM Farm. It exploits commercial loopholes to make
money from the transaction.
- SMS Roaming Intercept: Here, the fraudster intercepts a message while a
consumer is roaming. It then sets up a virtual phone with the target's number,
and uses this to access PINs and passcodes that can access payments and
accounts.
2.1.2. Overview of International A2P SMS service market
A total of 1.55 trillion A2P SMS messages were sent in 2018, an average of over
4.25 billion messages per day. By 2023, Mobile Squared forecasts that the total global
A2P SMS messages sent will have fallen slightly to 1.53 trillion (an average of 4.18
billion messages per day), as brands begin to move their spend to richer messaging
platforms – primarily RCS Business Messaging (RBM). Throughout the forecast
period, Asia will remain the largest market in terms of A2P SMS messaging income,
accounting for 60% of the total in 2018, and 60.3% in 2023. The Asian region
generated revenues of US$8.85 billion in 2018, will peak at US$11.49 billion in 2021,
and end the period with US$9.99 billion. (Mobilesquared, 2019) [9]

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Figure 2: Total global A2P SMS messaging income (2018-23) (Mobilesquared,
2019) [9].

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Figure 3: Total A2P SMS messaging income leakage (2018-23) (Mobilesquared,
2019) [9]
About traffic, total traffic forecast to fall from 1.16 trillion in 2018 to 1.11
trillion in 2023, with 239.02 billion white route messages moving to RCS by the end
of the period. Overall, white-route A2P SMS will still grow – from 693.59 billion to
718.93 billion, with grey falling from 468.89 billion to 393.64 billion Average
messages per subscription per month to fall from 24.25 in 2018 to 19.99 in 2023,

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with official white-route messages per sub per month down from 14.47 to 12.92.
(Mobilesquared, 2019) [9].
Total income forecast to rise from US$8.85 billion in 2018 to US$9.99 billion in
2023, with US$2.69 billion of white-route A2P SMS spend moving to RCS by the end
of the period. Mobile operator income will grow from US$7.15 billion to US$8.34
billion, with aggregator income down from US$1.71 billion to US$1.66 billion.
Potential mobile operator income would grow from 88% of the total in 2018
(US$12.54 billion) to 90% in 2023 (US$13.87 billion). As a result, mobile operators
are losing a potential US$34.88 billion in income over the period, in which, Vietnam is
in the Top 10 countries with the most revenue loss, while aggregators would actually
see income fall by a combined US$753.29 million if all grey became white.
In recent years, the global A2P messaging market has increased with a healthy
growth rate since the last few years and is estimated to continue with its growing trend
that predicted by virtually all mobile and telecom market analysis organizations.
However, in the Vietnamese market in general and within Viettel in particular, the
A2P SMS service has not recorded a clear development or any remarkable
achievement.
In the context of digital transformations, many intelligent solutions are invented
to replace the traditional ones, however, A2P service will not be completely replaced,
even thriving in the coming years. The following scientific report will explain in detail
the learning process as well as the results and commentary on the factors that affecting
the development of International A2P SMS service at Viettel Group.
The global A2P SMS market is projected to reach a value of ~US$ 101 Bn by
2030. The A2P SMS market is projected to expand at a CAGR of ~4% from 2020 to
2030. Increase in mobile subscriber base and growth in mobile marketing activities by

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marketers and application developers are positively impacting the market
(Transparency Market Research, 2020). Asia Pacific is anticipated to lead the global
A2P SMS market in terms of revenue, followed by North America, during the forecast
period. (Kezys, 2019) [14].
Following is Global A2P SMS Market Segmentation by Transparency Market
Research:
Figure 4: A2P SMS Market Segmentation (Transparency Market Research,
2020) [15].
Asia Pacific remains a prominent market for A2P SMSs globally, and the market
in the region was valued at US$ 26.3 Bn by the end of 2019. Majority of retailers see

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mobile as a necessary component of marketing strategy, thus contributing to a huge
uptake of SMS technology in the Asia Pacific region. The huge volume of SMS
messages sent has the potential to generate significant revenue for operators. The
future of A2P SMS is in the partnership of messaging specialists with operators rather
than working as separate entities. Therefore, partnership of messaging specialists
directly with operators is a significant driver of the A2P SMS market, specifically in
Asia Pacific.
Besides, the Analysts also expressed their Viewpoint: “The global A2P SMS
market is expected to grow at a moderate CAGR of ~4% during the forecast period.
The market growth can be primarily attributed to a host of factors, including rise in the
number of mobile phone users, high demand from the retail and banking sector, two-
factor authentication, and booming telecommunication sector. Market players should
focus on customization and providing value to their customers. Due to the COVID-19
pandemic, the adoption from the retail sector is witnessing a steady decline. However,
the e-Commerce sector offers abundant opportunities during the COVID-19
pandemic– an opportunity that should be capitalized by market players.”
(Transparency Market Research, 2020) [6].
2.1.3. Viettel’s A2P SMS Service
Viettel is attracting a huge volume of A2P monthly by cooperating with domestic
and international hubs and aggregators with attractive discount rates based on levels of
monthly volume. Viettel A2P SMS system supports SMPP and SS7 and help Partner
reach Viettel’s 10+ affiliates in other countries which are Metfone (Cambodia), Unitel
(Laos), Telemor (Timor Leste), Bitel (Peru), Natcom (Haiti), Movitel (Mozambique),
Nexttel (Cameroon), Halotel (Tanzania), Lumitel (Burundi) and counting by only one
contract, one connection. In this research, researcher will focus on the Vietnamese
market under the perspective of Viettel as a MNO. As of January 2020, Viettel owns
over 70 million mobile subscribers, accounting for the largest mobile phone market

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share in Vietnam, which means that the revenue from A2P SMS service of Viettel is
greater than all other Vietnam’s MNOs. (Viettel International Business Center, 2020)
Figure 5: Potential A2P income (2018 -2023)
From the above chart, we can see: Considering generally in the
telecommunications market in Vietnam, the potential income of A2P tends to increase
in the period of 2018 - 2020 and will be stable in the period 2020 - 2023. In which,
This rate is similar for each carrier. The potential proportion of Viettel still dominates
the market, can be seen accounting for 40-50% of the telecommunications market,
followed by mobifone, vinafone, Hutchison Vietnam and Getmobile. Thus, Viettel is
still highly appreciated in the telecommunications service market in general and A2P
SMS service in particular.
-
20,000,000
40,000,000
60,000,000
80,000,000
100,000,000
120,000,000
140,000,000
160,000,000
180,000,000
2018 2019e 2020e 2021e 2022e 2023e
Potential A2P income (2018 -2023)
Gtel Mobile Hutchison Vietnam Mobifone Viettel Vinaphone

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Figure 6: Lost A2P Revenue (2018 - 2023)
The statistics by Mobile Squared shown that Viettel's average annual potential
revenue from A2P SMS service is expected to reach over 73 million USD/year while
the average annual revenue loss is over 27.6 million USD/year so it is predicted that
Viettel was losing 38% of international A2P SMS revenue each year (Mobile Squared
, 2019). According to data extracted from Viettel's SMS system in July 2020, the
proportion of revenue from international businesses accounts for 31% of the total
revenue of the whole service (Viettel Team, 2020). Thus, Viettel’s international
revenue can be reached 22,7 million USD/year according to this statistic and
prediction. In fact, Viettel only made ~ 80% (18,1 million USD in 2019) of the number
given by Mobile Squared for international traffic. Therefore, in addition to the revenue
loss predicted by Mobile Squared, Viettel is also facing other challenges.
Viettel currently has international cooperation relationship with A2P SMS
service with 58 partners including 5/5 tier one vendors (SMS Hub) according to a
research by Rocco with 303 respondents representing 365 MNOs (including
perceptions from 15 MNO Groups) in 122 Countries took part. The top 5 are Infobip,
Nextmo, Sinch, Tata Communication and Tyntec, in which, Tyntec has been a key
-
10,000,000
20,000,000
30,000,000
40,000,000
50,000,000
60,000,000
70,000,000
80,000,000
2018 2019e 2020e 2021e 2022e 2023e
Lost A2P Revenue (2018 - 2023)
Gtel Mobile Hutchison Vietnam Mobifone Viettel Vinaphone

26
partner of Viettel in the last 3 years while the remaining partners, despite having
agreements and connections with Viettel, there is almost no traffic on Viettel's system
(Viettel Team, 2020).
 SWOT Analysis of Viettel International A2P SMS Service
Strengths Weaknesses
- High brand awareness, largest market
shares in Vietnam's telecommunications
industry
- Years of experience in the SMS field
- Partnership with the world's largest
SMSHub and CP
- Experienced human resource
- In house management and Firewall
system
- 11 affiliate networks worldwide
- Cumbersome internal coordination
process, difficulty in communicating,
conveying ideas
- The in-house system has not met all the
professionalism of the business
- Human resources have not caught up
with the trend of technology in the world
- Price policy has not been clearly
demarcated between domestic and
international
Opportunities Threats
- Strong growth potential of digitization
across all industries.
- The proportion of people using
smartphones and demands on digital
service are increasing.
- Demand for interacting and promoting
products with customers via text
- The emergence of many forms of fraud
A2P messaging
- Abuse of loopholes in business policy
- Alternative products and Service.

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messaging.
2.1.4. Factors effecting monetization of A2P SMS
2.1.4.1. Research in the world
The magazine https://vnanet.vn/ in 2019 has an article: "Tyntec and Ooredoo
announce the Global SMS Partnership A2P
- In the first stage of deployment, tyntec is the exclusive provider of the A2P
International SMS Service for the Indonesian market of Telecom.
tyntec a global cloud communications provider, today announced its exclusive
partnership with Ooredoo Global Services the wholesale affiliate of Ooredoo, one of
the world's fastest growing telecom companies. Under the agreement, tyntec will
provide SMS A2P service to a number of Ooredoo Group's carriers.
Mobile messaging in brand communication to consumers is becoming more and
more important. TMR research predicts that by 2025, SMS A2P market will reach $
86.53 billion. Tyntec has always played a leading role in this growth. By partnering
with Ooredoo Group, the company is providing the fastest and most reliable way for
businesses to reach users on Ooredoo networks across the Middle East and Southeast
Asia through a single provider. tyntec is also offering Ooredoo a secure way to
monetize its extensive network and respond to the need for subscribers to interact with
businesses the same way they do with their friends and family.
Cooperation will begin in Q2 2019, when all international SMS A2P traffic
moving to Indosat Ooredoo, the Indonesian operator of Ooredoo, will come from
tyntec. This will replace all other existing cross-border SMS A2P providers. tyntec
will continue to roll out to supplement marketing by partnering with Ooredoo's
operating companies in Myanmar, Oman and Tunisia.

28
"This partnership is part of tyntec's ongoing global momentum, and will greatly
strengthen our deep connection to telecom networks around the world," said Nicola
Wolfram, CEO of tyntec.
"We are building on our recent WhatsApp Business API product and other
strategic partnerships to ensure you have the most powerful solutions to attract
customers, regardless of communication channel. Ooredoo is a leading group among
global mobile telecom companies and by establishing exclusive partnerships we are
providing the fastest and most reliable solution for businesses to reach hundreds of
millions of customers in the Middle East, Asia and beyond. "
"tyntec is a clear choice for us. The company's track record in the market and its
secure infrastructure gives us peace of mind to make this strategic move," said Sheikh
Saud. Bin Nasser Al Thani, CEO of Ooredoo said.
"Ooredoo has a longstanding reputation providing outstanding communications
coverage to millions of customers worldwide, and this partnership will maintain our
position in meeting the changing needs of our customers. Our subscribers while
creating greater value from our networks. "
- Magazine: freelanceglobalgigs with article: "Industry Revolution
Forecasts & Business Strategy for A2P SMS 2020-2026"

29
Competitive analysis:
Big companies are focusing heavily on technological innovation to increase
efficiency. The industry's growth outlook is captured by ensuring companies
continually improve their processes and the optimal strategies they offer. Company
profile sections of players such as Sinch, Zenvia, Nexmo (Vonage), Twilio, Plivo,
Wavy, Pontaltech, Infobip, SAP Mobile Services, Tyntec, TXTImpact, Clickatell,
Cheapest Texting, Mitto, Vibes, MUTHOFUN, Movitext, OpenMarket Inc., Genesys
Telecommunications, Silverstreet BV includes its related information such as name,
subsidiary, website, headquarters, market rating, market position increase / decrease,
history or comment on growth and top competitors by market cap / revenue with
contact information. The sales figures, YoY growth rate, and gross & operating
margins for each company are provided in easy-to-understand tabular form over the
past 5 years and a separate section of recent developments such as mergers &
acquisitions re-approval, patent approval and new launch, etc.
Wise sector analysis of SMS A2P market is as follows:
Geographically, the worldwide SMS A2P market has been studied in a number of
regions such as Latin America, Asia-Pacific, Europe, North America, India, the
Middle East and Africa. It is known that the global SMS A2P region is dominating this
industry next year.
Market segmentation by type, including:
CRM, Promotions, Push Content, Interaction, Other
Segmentation by application, which can be divided into:
BFSI, Entertainment, Travel, Retail, Marketing / Healthcare / Media
The main questions raised in the report are:

30
* Which segments are expected to grow significantly during the forecast period?
* What is the forecast of the growth of the SMS A2P market?
* What factors may hinder market growth?
* What are the main drivers of the industry growth?
* Which area will prevail during the forecast period?
* Which market is important for business development?
* What is the growth rate of the industry in the forecast period?
* Which market segments are expected to drive the industry's growth?
* Who dominates the SMS A2P industry?
* What strategic business plans are being implemented by key players in the
industry?
The SMS A2P Global market factors described in this report are:
Key strategic developments in the global SMS A2P market: Research includes
key strategic developments of the market, including R&D, M&A, deals, new product
launches, collaborations, partners, joint ventures and regional growth of key
competitors that are active in the market at a global and regional scale.
Key market characteristics in Global SMS A2P Market: Report assessing key
market characteristics, including revenue, capacity, price, rate of capacity utilization,
production speed, total, production, consumption, import / export, supply / demand,
cost, market share, CAGR and gross profit. In addition, the study provides a
comprehensive analysis of key market factors and their latest trends, along with related
market segments and sub-segments.

31
Analysis tools: The Global Offset Ink Market Report provides rigorously
researched and evaluated data about industry leaders and their reach in the market
using a number of analytical tools .
In addition to exploring company profiles of key market leaders, SMS A2P
market research research collects and meanwhile, analyzes raw information on import
/ export status, chain management Supply, regulatory framework and cost structure are
projected to define the trajectory of the SMS A2P sector landscape. Finally, SMS A2P
Market Report draws conclusions including Data Analysis and Division, Changing
Consumer Needs / Customer Preference, Research Results, Market Size Estimation,
Data sources. These factors will increase the business as a whole. Furthermore, the
tables and figures used in this report will help readers analyze markets around the
world. It provides the direction for the companies operating in the market to decide
their business plans and achieve their business goals in the marketplace.
Message me to read the Detailed Index report
Finally, the report gives internal and external reviews of A2P SMS Market made
by the above components, very useful for organizations or individuals to grow their
existing businesses or individuals. are looking forward to joining the industry. Here,
we extend our thanks to the technical experts involved in the A2P SMS industry chain
and the marketing engineers during the Study Team's survey and interview.
2.1.4.2. Research in the country
Project "promoting money making from A2P SMS service in Vietnam in the
period of 2011 - 2015". The project aims to diversify messaging services for mobile
users, develop messaging infrastructure for mobile users, and promote the application
of messaging technology for electronic mobile users. Focusing on developing money-
making from A2P SMS service in rural areas to better meet the economic needs of
texting for mobile users, reducing social costs related to direct mobile phones. ,
creating a strong and clear change in messaging practices for mobile users in society,

32
contributing to improving the operational efficiency of the telecommunications
company system and state management efficiency.
- The topic "Expanding money from the A2P SMS service of Viettel Telecom
Company in Quang Binh province" by Nguyen Nu Hoang Anh. Thesis
comprehensively researches on theoretical system and the practice of making money
from A2P SMS service in Quang Binh province, thereby analyzing and evaluating the
situation of A2P SMS expansion in Quang Binh province; pointing out the results
achieved, limited, especially especially the cause and solutions in the process of
expanding A2P SMS activities in Quang Binh province, thereby proposing a solution
system to expand A2P SMS in Quang Binh province.
Besides, there are a number of topics related to making money from A2P SMS
services in Vietnam in general and in some telecommunications companies in
particular, such as the topic "Expanding money from A2P service. SMS at VNPT
Vietnam Telecom Company "by the author Diep Tuyet Phuong, topic" Research on
factors affecting the activities of making money from A2P SMS service at
telecommunications companies in Da city "Nang" by the author Le Thi Biec Linh, the
topic "Expanding money from A2P SMS service at VNPT Telecom Company" by
Diep Tuyet Phuong ... The above works analyze in depth the problems of the activity
of making money from A2P SMS service at telecommunication companies.
Thus, up to now, there is no topic giving evaluation criteria for expanding money
making from A2P SMS service and practical application at Viettel Telecom Group.
Therefore, the research project to expand A2P SMS at Viettel Telecom Group focuses
on inheriting and selecting ideas to serve the analysis and clarification of basic
theoretical problems from which proposing solutions. to expand A2P SMS activities at
Viettel Telecom Group.
2.2.Theoretical background
2.2.1.Parasuraman et al. (1985)

33
In the process of providing a service, there are always gaps between the supplier
(business) and the customer. These gaps vary depending on two main factors:
customers and businesses.
Besides, there are surrounding environmental factors affecting and affecting
customers and businesses. The larger the gap, the lower the ability of the business to
meet the needs of its customers. Therefore, service quality management is essentially
the management of "service quality gaps". Narrowing these gaps is the supplier's goal.
Word of mouth Personal needs Past experience
Expected service
Service provision
(before and after
delivery)
Interpret perceptions
into service quality
criteria
Perception service
Information to
customers
Customer
Service
Provider
Distance 1
Distance 3
Distance 5
Distance 4

34
Figure 2.1: Service quality gap 05 model
(Source: Parasuraman et al., 1985) [27]
Gap 1: Appears when there is a discrepancy between the customer's expectation
of the service to be received and the business's perception of these expectations of the
customer. Gap 1 often appears because businesses do not fully understand the
characteristics that make up their service quality and have not yet evaluated customers'
needs.
Gap 2: This gap arises in the implementation of service quality objectives.
Businesses have difficulty converting their perceptions of customer expectations into
service characteristics. The second gap depends mainly on the product design
capabilities of the business.
Gap 3: Appears when business employees do not transfer services to customers
according to defined criteria.
This gap depends heavily on the quality of the staff directly providing the
product or service. Although the product is designed with the right ideas, many
utilities, and is capable of meeting the needs of customers, if at the supply stage, the
attitudes and expertise of employees are not guaranteed and not met. being the needs

35
of customers, making customers feel annoyed, the enterprise's efforts to understand
market needs, product design,… are no longer meaningful.
Gap 4: This is the gap between actual service quality and customer expectations
under the impact of external propaganda such as advertising, marketing, ... Those are
improperly exaggerated promises. performance, which is beyond the service provider's
ability to perform. This is very easy to lose trust of customers if service providers
advertise and propagate too the truth.
Distance 5: After using the service, the customer will have a comparison of the
service quality they perceive with the service quality expected initially. The key to
ensuring service quality is that the value customers receive in the process of using
products and services must meet or exceed what customers expect. Thus, whether the
quality of service is rated high or low depends on how customers feel about the actual
service in the context of what customers expect from the business.
Parasuraman et al (1985) argued that service quality is a function of the fifth gap.
This fifth gap depends on the previous spacing. Therefore, in order to shorten the fifth
gap and increase service quality, service administrators must make efforts to close the
gaps 1,2,3,4.
2.2.2. Parasuraman et al. (1988) [28]
SERVQUAL is built on the view that perceived service quality is a comparison
between the values expected / expected and the values perceived by the customer.
(1) Reliability: Consistency and reliability in the process of service delivery.
 Understand customer needs and expectations.
 System development and standardization of process procedures to ensure
reliable delivery of products and services.
 Ensuring promises made through the media are real and achievable.

36
 Managing customer expectations.
(2) Responsiveness:
 Implement process procedures to maximize responsiveness to situations that
occur more and more often.
 Train employees so they can respond to customer requests.
 Compile instructional materials to help employees respond well to customer
questions, requests and complaints.
 Make sure customers do not wait too long when receiving services.
(3) Tangibles: The tangible element of service creates the presence of matter.
 Consider the influence of the surrounding environment such as office
decoration, office supplies, and equipment.
 Give customers tangible items such as transaction records, forms, manuals,
business cards, invoices, documents
(4) Capacity (assurance): The proficiency, courtesy and safety that the business
gives to customers.
 Create trust through the knowledge and skills of the service staff.
 Create professionalism and diligence in the service of staff.
 Create a broad image that reflects the value of the business.
 Build a strong brand.
(5) Empathy: The ability to provide personalized services.
 Make customers feel important by responding to their needs and understanding
their concerns.
 Develop long term relationships with customers.

37
 Train employees to recognize customer needs.
2.2.3. Research by Cronin and Taylor (1992) [29]
The SERVPERF model (Cronin and Taylor, 1992) is built on the SERVQUAL
model (Parasuraman et al., 1988). It is a reliable and accurate service quality measure
and the model has been widely used (Buttlr 1996; Robinson, 1999) but it removes the
expectation measure and retains the rating. price on customer perceptions.
According to the model SERVPERF:
Service quality = Perception level
Figure 2.2 SERVPERF model (Cronin and Taylor, 1992)
2.2.4. Research by SS Mohamed (2019) [30]
Research by SS Mohamed (2019) investigated customer perceptions of business
service quality. The author uses the SERVQUAL model to evaluate the service quality
of the business. Through a survey of 160 individual customers at Cooperative and
Rural Development Enterprises in the Dares Salaam area. Research results show that
the SERVQUAL model is completely suitable to assess the quality of business
Trust
Response
Service capabilities
Empathetic
Tangible Media
Customer satisfaction

38
services. And empathy, tangible means are the most essential elements that businesses
need to improve to improve the quality of business services as well as customer
satisfaction.
2.2.5.Research by Amoah-Mensah (2011) [31]
The main objective of the study was to compare customer perceptions of service
quality among firms in Ghana and Spain. Sample samples from 1,400 people in both
countries were used. The author uses the SERVQUAL model to evaluate customer
satisfaction about the service quality of enterprises. Research results show 4 factors
that reflect the service quality of businesses: Reliability, Responsiveness, Empathy and
Tangible Media.
2.2.6. The work of Felix Kombo (2015) [32]
This study assesses customer satisfaction with the service quality in Kenyan
business. A questionnaire survey was conducted for 403 business customers of the top
five businesses in Kenya. SPSS 22.0 software was used to analyze the data collected
from the survey. Analysis results prove that customer satisfaction is more than 60%.
The results also prove that the most important factor for customer satisfaction is
Response. In addition, the research also shows that the service price factor is one of
the important factors in evaluating customer satisfaction on service quality in the
enterprise industry.

39
CHAPTER 3: RESEARCH METHODS
3.1.Qualitative study
To determine the factors affecting the development of A2P service in Viettel's
case, a qualitative study should be the first phase of this market research which will
give a detail description on the expected project result. Researcher used the results of
the meetings at GSMA WAS #9 event in 2019 incorporated with content of new
conversations in 2020 with Viettel A2P partners to analyzed.
The aim of this stage is to explore the factors influencing the Partner decision to
have A2P business with Viettel, intention of transferring SMS traffic to Viettel's
system and potential revenue from partners. Factors that are prominently mentioned by
the partner will be identified as keys to the service development and are focused on in
Phase 2 of this research. The results of this qualitative research also play an extremely
important role in making suggestions and solutions in the future.
3.1.1. Sampling method

40
As mentioned, the main purpose of this study is to find out the key factors
affecting the development of A2P SMS Service in Viettel. To accomplish the project
goals, the researcher conducted primary research over the course of a number of
months. This research comprised qualitative study including results from meetings
between researcher and 17 Viettel’s International A2P partners and 02 enterprises in
the same field but have not officially cooperated with Viettel participating in the
GSMA WAS#9 conference (2019) in Malaysia and conference call with 5 Partners
during the service business process. Partner side participants typically include a sales
person and an engineer, sometimes their manager or finance person also involved.
Therefore, the Sample size for Qualitative study defined as 20.
Due to the characteristics of companies providing telecommunication and
information technology services, researcher has segmented the partners based on the
following factors:
- Business areas: Operators/Carriers or SMS Hub/Aggregator or Service Provider
(SP)
- Already cooperated with Viettel with or Not, if they are already a Viettel
partner, does that partner bring regular revenue to Viettel: Yes/No
- Years of experience in telecommunications, information technology and
communications. Viettel partners have an average of 20 years of experience so
researcher uses this number as a milestone for the partner classification as a
influencing factor: Under 20 years or From 20 years
- Is that partner on the Leaderboard list according to Rocco's research?
(Reputation): Tier 1 or Tier 2 or Not rated.
3.1.2. Methodology
Since A2P SMS partners of Viettel are mostly large enterprises with many years
of experience in the telecommunications and information technology industries, direct

41
communication and listening to their opinions play an important role in exploiting
factors affecting the development of A2P SMS service in general and case of Viettel in
particular. The face-to-face meeting with each sample within 30 minutes in average
with 14 partners is considered as semi-directional individual interview method, which
is also most suitable form of interview method for this research. Additional interviews
were conducted via phone call and online meeting room with others 5 partners. Polite
meeting room space is the only and best choice for conversations whether in person or
via online meeting room.
After classifying 20 partners according to the above mentioned factors, the
researcher has applyed a combination of qualitative analysis methods including
Narrative analysis, Hermeneutic analysis, discourse analysis and Content
analysis/Semiotic analysis to find out variables used for the next stage.
3.1.3. Implementation of the questionnaire
In this step, interviewer will begin the process of conducting interview following
the list of 20 interviewees. A list of general open-ended questions was prepared for
asking to all interviewees. In addition, a number of guiding questions were mixed to
exploit more information that applies separately to each different partner. These
questions can be predefined to each partner based on the status of the cooperation or
improvised questions during discussion with the partner.
For the interviewees who are companies that have not had any previous
cooperation with Viettel, basic corporate information extraction questions are needed.
Company representatives will be willing to introduce themselves and their companies
when asked the following questions: Could you please introduce briefly about you and
your company? Which of our products/services are you interested in? If the
interviewees wish to cooperate on international A2P SMS service, the interviewer will
ask for customer demand on services. The answers are expected to include the
following information: Name and Title of Interviewees, Company name, scope of

42
activities of the company, country of incorporation, experience on SMS field,
destinations they are interested in, expected traffic/month… From this information
together with further exploitation on other sources of information, researchers will
evaluate the possibility of cooperation and net profit from this new partners.
For those partners who are officially Viettel's partners, questions about company
information and cooperation history with Viettel are ignored because this information
is already available in Viettel's database. Interviewers will create favorable conditions
for the interviewees to express their views and problems in the process of using
Viettel's services by asking some questions or express a desire to be shared
information such as: Do you have any difficulty in the process of service coordination
with us? Please let me know what problems you encountered? What factors affect your
message routing? How do we get more SMS traffic from you? What do you think
about Viettel Firewall solution? I would love to hear your new ideas or suggestions to
promote effective cooperation between us.
In order to explore more deeply the issues affecting the service, the next
questions will be considered and presented to the appropriate partners: Please let me
know the cause of the SMS traffic drop recently? Concerning pricing policy, are you
offered a better policy from another supplier? Why don’t you move all of your Viettel
SMS traffic to Viettel direct route?
Based on the frequency of factors listed out by respondents, the topmost
important factors were chosen for quantitative survey.
3.1.4. Qualitative research results
By means of notes and audio files from interviews along with the use of some
basic analytical methods such as content analysis to analyze documented information
by quantify and analyze the presence, meanings and relationships of such certain
words, themes, or concepts and discourse analysis, which involves the analysis of

43
written, vocal, or sign language use. This qualitative studies yielded the following
results:
No. Mentioned Factors Factors indirectly
affected
Number of mention
time
3 Price Policy Regarding to market
price and flexible
policy
10/20
1 Business Process Regarding the
provisions of the laws
and regulations of the
company
9/20
2 SMS Fraud Issue Regarding the
effectiveness of the
Firewall System
4/20
4 The preeminent of the
A2P system
Regarding technical
ability and information
security regulations of
the network operator
3/20
5 Ability of personnel Regarding professional
ability, communication
skills
3/20
The above are the 5 issues that respondents mentioned the most in interviews, so
they were identified as having a great impact on the development of the service. In
conclusion of this part, the researcher combined Hypothesis found in Literature review
and qualitative analysis results to redefine the factors influencing the development of
A2P service as below for the next phase of the study:
No. Factors Code

44
1 Price Policy PP
2 Business process BP
3 Fraud Detection and Handling FD
4 System Capacity and Intelligence SC
5 Human Resource HR

45
3.2. Hypothesis development
3.2.1. Grey Routes Continue to Pose Threat to A2P SMS
In recent years, with the speed of technology development, many carriers have
raced with each other to gain market share. The above situation has caused operators
such as Viettel, Vinaphone, Mobiphone, ... to come up with strategies to compete. In
particular, the pricing strategies of Viettel have proved more effective in this race
thanks to flexible, timely and responsive changes to the market demand.
.H1: Prices have a positive impact on monetization with A2P SMS service
3.2.2. Business Process
A business process is the process of using money (capital) to create more money
than originally spent. This process repeats in a certain order, forming the business
cycle and in the business process, the capital of the business changes in both physical
form and value.
According to Nguyen Viet & Vo Van Nhi (2006): For businesses doing business
in the service sector, the business process is usually divided into three processes: the
supply process, the production process and the sales process.
However, in the service sector, what is special is that the production and sales
process takes place at the same time. A service is an intangible product and it cannot
be stocked.
H2: Business Process have a positive impact on monetization with A2P SMS
service
3.2.3. Fraud Detection and Handling
Fraud detection and handling is the process of Monitoring and detecting
anomalies against phishing attacks that identify calls or messages.
Preventing user subscription location tracking;
Prevent the risk of money theft from financial and banking services and other
money-related services;

46
Protect email accounts, OTT and mobile authentication services
H3: Fraud Detection and Handling have a positive impact on monetization with
A2P SMS service
3.2.4. System Capacity and Intelligence
With the industrial revolution 4.0 with the trend of digital transformation
spreading globally, telecom businesses have many opportunities to transform from
traditional service providers to digital service providers, focusing on building
solutions. solutions and digital services according to the model of an ecosystem based
on digital platforms. In addition to the opportunities, the 4.0 revolution also brings
many challenges for Vietnamese telecommunications businesses in the goal of
maintaining market share, ensuring their revenue targets and sustainable development.
The capacity and intelligence of Viettel telecommunications network is the ability and
acumen of the unit, contributing to focus on implementing production and business
solutions, in order to realize the assigned goals, including the task of lifting high
capacity in infrastructure, telecommunications network, IT.
H4: System Capacity and Intelligence have a positive impact on monetization
with A2P SMS service
3.2.5. Human resources
According to the United Nations approach, human resources are all human
knowledge, skills and capacities related to social development. With this view, human
resources are considered in terms of quality, role and strength of people for the
development of society.
In the context of the strong development of post and telecommunications
creating an abundant exploitation market, a great opportunity for the post and
telecommunications businesses as well as the post and telecommunications industry to
achieve even greater achievements, however, it also poses a great challenge on a
competitive environment, capturing modern science and technology. To solve that
difficult problem, the key point is the issue of human resources, how to have enough

47
human resources, enough skills and knowledge to master modern technology,
constantly improving productivity and quality of products and services.
H5: Human resources have a positive impact on monetization with A2P SMS
service
3.3. Research models
After studying the previous A2P SMS service researchs/reports, the researcher
has come up with the following research framework:
3.4. Quantitative study
After obtaining the results from qualitative research, this confirmatory study is
the second phase that should be done with all SMS A2P partners of Viettel. The
MNOs A2P SMS
Service
Business
process
Fraud
Detection
and
System
Capacity
and
Price
Policy
Human
Resource
Diagram 3.1. Diagram of the research model of factors influencing
money from A2P SMS
service
Source: Author collected

48
opinion of the majority should make clear what are the key factors that affect the
development of A2P SMS service in Viettel's case.
3.4.1. Sampling method
According to data on Viettel's partner management system, there are currently 56
partners cooperating in the SMS field with Viettel. In which, 24 partners generate
monthly revenue for Viettel, 5 partners do not often incur costs. All 5 A2P SMS
providers in tier 1 list according to Roccor's research are Viettel's partners and 11
other Viettel’s partners are in Tier 2. Thus, there are 16 reputable and potential
partners in the SMS field are Viettel's partners, however, only 11 Partners in the list
have generated revenue since cooperating with Viettel. According to researcher's
experience in working with partners in this field, there are 3 partner’s personnel
regularly interacting with Viettel team during cooperation: Account Manager/Sale
Person, Technician and Billing and Payment team so the researcher expect to get 3
responses from each Partner in this survey. Accordingly, the expected total number of
respondents is 168.
3.4.2. Questionnaire development
The questionnaire of the quantitative study is developed following the 5 key
factors discovered in qualitative research study in combination with other factors
uncovered as mentioned by respondents of the qualitative survey as well as recent
research.
A mix of directive 30 questions with multiple closed-ended questions types
including multiple-choice questions like semantic differential scale questions, rating
scale questions, etc. and a small percentage of open-ended questions have been
designed to detect relationships between factors. The questionnaire consists of two
sections: factors influencing the decision making of using Viettel SMS routes and
background of respondents
Sections 1: This section is designed to allow researchers to draw an overall
picture of respondents by obtain background information of respondents, which
consists Job Title, Company Name, Company fields of operation, Cooperation status

49
with Viettel. The name and personal information (age, gender, address, number…) of
the respondent will not be required to ensure the respondent feel comfortable to give
truthful information.
Sections 2: In this section, a list of questions will be designed focus on factors
that have been explored from the Qualitative study. Likert scale questions will be used
thoroughly in this section. In this section, a list of questions will be designed focusing
on the factors that have been discovered from the Qualitative study. Likert scale
questions will be used thoroughly in this section.
Based on the SERVQUAL model of Parasuraman (1988), at the same time refer
to the scales and observed variables from previous studies, build the draft scale. Based
on the draft scale, conducting group discussions with other colleagues, in order to
adjust and supplement some observations of the scale to match the reality of the topic.
The observed variables are measured on a 5-level Liker scale: "Strongly
disagree", "Disagree", "Neutral", "Agree", "Strongly Agree".
The question evaluates the appropriate answers: Very disagree = 1, disagree = 2,
neutral = 3, agree = 4, strongly agree = 5.
.Following is detailed quantitative survey questionnaires that was conducted
through Google form:
No Code Description Evaluation
I. Price Policy 1 2 3 4 5 6
1
PP 1
Viettel's price is the direct
termination price and is
commensurate with the
service's quality
2
PP 2
Viettel's price is cheaper
than other SMS service

50
providers in the market
3
PP 3
Viettel's price classification
is reasonable and easy to
apply
4 PP 4 Clear discount policy
5
PP5
Viettel has a flexible
pricing policy that is in line
with the service needs of
each partner
II. Business process
1
BP1
It is easy to approach
Viettel during the initial
cooperative discussion
2
BP2
The process of signing the
agreements, contracts,
contract appendices went
smoothly
3
BP3
Questions and requests are
quickly answered during
service deployment
4
BP4
Procedures for
implementing system
integration and open
technical connections are

51
safe, and professional
5
BP5
The Sender ID registration
process is consistent,
ensuring security for all
parties who own and use
trademarks
6
BP6
Easy-to-use order forms
and request documents
7
BP7
Appropriate reconciliation,
invoice and payment
process
8
BP8
Appropriate method of
deposit and payment
9
BP9
Clear and transparent
dispute resolution process
III. Fraud Detection and Handling
1
PV1
The rate of fraud messages
about Viettel is being
improved
2
PV2
Firewall systems perform a
variety of options and rules
3
PV3
Warning of fraud messages
traffic in time for Service

52
Provider
4
PV4
Warning of violating
regulations messages
traffic promptly for
SMSHUB
5
PV5
Time to handle violations
is appropriate
6
PV6
Appropriate and flexible
method of handling
violations
7
PV7
How important is it to
show Sender ID on your
messages?
8
PV8
Is it important to you to
send messages using the
right Sender ID?
IV. System Capacity and Intelligence
1
DP1
The rate of successful
delivery messages was as
expected
2
DP2
Error codes are returned
fully and clearly
3 DP3 Reconciliation system

53
produces accurate data
4 DP4 Low system failure rate
5
DP5
Number of
transactions/second to meet
demand
V. Human Resource
1
HR1
Ability to communicate in
a foreign language
2
HR2
Time to respond to
customer' requests and
complain
3
HR3
Time troubleshooting
techniques to meet
commitments
4
HR4
Professional expertise of
account manager
5
HR5
technical support
6
HR6
billing and finance
personnel

54
CHAPTER 4: DATA ANALYSIS AND RESEARCH FINDINGS
4.1. The results of statistical analysis describing the variables
Based on descriptive statistical analysis (see details in Appendix), we see that
customers are generally satisfied with Viettel's A2P SMS service quality, but the level
is not really high. Specifically, the average value of the observed variables is not high,
only from 2.74 - 4.15. In which, the observed variables for the factor Capacity and
intelligence have the lowest average value. This is a feature that managers need to pay
attention to in the process of building strategies to improve A2P SMS service quality
at Viettel.
4.2. The results of the test of the Cronbach’alpha scale:
The Cronbach’alpha scale test is a statistical test used to check the rigor and
correlation between the observed variables. This method allows the elimination of
non-conforming variables, whereby only variables with Corrected Item (Total
Correlation) greater than 0.3 and Cronbach'alpha coefficient of 0.6 or more are
considered. acceptable and appropriate for analysis of the next steps.
Table 4.1: The results of the test of Cronbach’alpha scale
Thành phần
Number of
observed
variables
Coefficient
Cronbach’alpha
Coefficient of
correlation of
total variables
Price Policy 5 0.751 0.318 – 0.688
Business process 9 0.877 0.666 – 0.727
Fraud Detection and
Handling
8 0.755 0.329 – 0.645
System Capacity and
Intelligence
5 0.856 0.619 - 0.760

55
Human Resource 6 0.762 0.531 – 0.632
Service quality A2P SMS 4 0.858 0.697 – 0.718
Based on the above results, we see that all components in the scale show
Cronbach’alpha coefficient> 0.6 and the minimum correlation coefficient> 0.3, so we
accept the Price Policy of the scale.
4.3 Results of factor analysis to discover EFA:
 EFA analysis of independent variables
 EFA analysis for 5 independent variables was performed with
hypothesis H0: The observed variables do not correlate in the population. The
obtained analytical results are summarized as follows:
 Barlett test: Sig = 0.000 <5%: Rejecting the hypothesis H0, the
observed variables in the EFA analysis are correlated in the whole.
 KMO coefficient = 0.816> 0.5: factor analysis is needed for data.
 There are 5 factors extracted from EFA analysis with:
 EigenValues value of all factors is> 1: satisfactory.
 Total variance extracted = 68.224% (> 50%): analyzing the
discovery factor satisfactorily. Thus, these 5 extracted factors account for
65,903% of the variation of the data
. The difference in factor load coefficients of the observed variables among the
factors is> 0.3, showing that the factors have high differentiating value.
EFA analysis of the dependent variable
Service Quality Scale of A2P SMS is used to measure Service Quality of A2P
SMS with A2P SMS Service Quality including 4 observed variables. The results of
the EFA analysis show:
4 observed variables are grouped into 1 factor. Factor loading coefficient (Factor
loading) are> 0.5 so they have practical significance
Each observed variable has the difference of factor load coefficient ≥ 0.3, so it is
necessary to ensure the distinction between the factors.

56
KMO coefficient = 0.822> 0.5 factor analysis is needed for data.
The Bartlett Test's Chi-square statistic reached a significance value of 0,000.
Therefore, the observed variables are correlated with each other on the overall scale.
The extracted variance of 70,163% shows that 1 drawn factor explains 70,163% of the
data variation, so the drawn scale is accepted. Extract the factor with Eigenvalue =
2,807 satisfactorily.
Thus, the results of the discovery factors (EFA) analysis show that the extracted
factors of the main research hypotheses are satisfactory.
Results of Pearson correlation analysis
Correlation analysis between the dependent variable and the independent
variable shows: there is a close correlation between the variables Price Policy,
Business process, Fraud Detection and Handling, Competence and Intelligence,
Human Resource with A2P Service Quality SMS
4.4 Results of regression analysis
Multiple linear regression analysis is used to evaluate the importance of each
component in the A2P SMS Quality of Service scale based on customer perceptions of
the service. The proposed research model has one dependent variable measuring A2P
SMS Service Quality and 5 components in A2P SMS Service Quality
Table 4.2: Table of criteria evaluating the suitability of the model
Model R R2
Adjustmen
t R2
Standard
deviation
Durbin-
Watson
1 0.778 0.706 0.698 0.57669 1.728

57
Bảng 4.3: Bảng kiểm định độ phù hợp của mô hình
Model Sum of squares df Average
squared
F Level
of
signific
ance
1 Regression 155.020 6 25.837 77.686 0.000
The
remainder
100.771 303 0.333
Total 255.791 309

FACTORS AFFECTING MONETIZATION OF INTERNATIONAL A2P SMS SERVICE: A CASE OF VIETTEL GROUP

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FACTORS AFFECTING MONETIZATION OF INTERNATIONAL A2P SMS SERVICE: A CASE OF VIETTEL GROUP