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

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VIETNAM NATIONAL UNIVERSITY, HANOI
INTERNATIONAL SCHOOL
GRADUATION PROJECT
PROJECT NAME
FACTORS AFFECTING MONETIZATION OF INTERNATIONAL
A2P SMS SERVICE: A CASE OF VIETTEL GROUP
Student’s name: Le Thi Mai Anh
Hanoi - 2020

Assignment, Essay
VIETNAM NATIONAL UNIVERSITY, HANOI
INTERNATIONAL SCHOOL
GRADUATION PROJECT
PROJECT NAME
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: 09g9ku022x1
COHORT: MKT8
MAJOR: ….
Hanoi - 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)

Luận Văn Group viết thuê luận văn thạc sĩ,chuyên đề,khóa luận tốt nghiệp, báo cáo
thực tập, Assignment, Essay
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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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CONTENTS
LETTER OF DECLARATION .......................................................................................... 1
ACKNOWLEDGEMENT .................................................................................................. 1
CONTENTS........................................................................................................................ 2
CHAPTER 1: AN INTRODUCTION ................................................................................ 6
1.1.Background of the study ............................................................................................... 7
1.2.Research objectives and research questions.................................................................. 9
1.2.1.Research objectives.................................................................................................. 9
1.2.2.Research questions................................................................................................. 10
1.3.Research methods........................................................................................................ 10
1.4.Research findings........................................................................................................ 11
1.5.Structure of the study .................................................................................................. 11
CHAPTER 2. LITERATURE REVIEW .......................................................................... 12
2.1.A2P Service................................................................................................................. 12
2.1.1.Definition of monetization of A2P SMS service................................................... 12
2.1.2.Overview of International A2P SMS service market ............................................ 17
2.1.3.Viettel’s A2P SMS Service.................................................................................... 22
2.1.4.Factors effecting monetization of A2P SMS ......................................................... 26
2.2.Theoretical background............................................................................................... 26
2.2.1.Parasuraman et al. (1985) ...................................................................................... 31
2.2.2.Parasuraman et al. (1988) [28]............................................................................... 33
2.2.3.Research by Cronin and Taylor (1992) [29].......................................................... 35
2.2.4.Research by SS Mohamed (2019) [30].................................................................. 35
2.2.5.Research by Amoah-Mensah (2011) [31].............................................................. 36
2.2.6.The work of Felix Kombo (2015) [32] .................................................................. 36
CHAPTER 3: RESEARCH METHODS .......................................................................... 36
3.1.Qualitative study ......................................................................................................... 37
3.1.1.Sampling method ................................................................................................... 37

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3.1.2.Methodology.......................................................................................................... 38
3.1.3.Implementation of the questionnaire ..................................................................... 39
3.1.4.Qualitative research results.................................................................................... 40
3.2.Hypothesis development ............................................................................................. 42
3.2.1.Grey Routes Continue to Pose Threat to A2P SMS .............................................. 42
3.2.2.Business Process .................................................................................................... 42
3.2.3.Fraud Detection and Handling............................................................................... 42
3.2.4.System Capacity and Intelligence.......................................................................... 43
3.2.5.Human resources.................................................................................................... 43
3.3. Research models......................................................................................................... 44
3.4.Quantitative study ....................................................................................................... 44
3.4.1.Sampling method ................................................................................................... 45
3.4.2.Questionnaire development ................................................................................... 45
CHAPTER 4: DATA ANALYSIS AND RESEARCH FINDINGS ................................ 51
4.1. The results of statistical analysis describing the variables......................................... 51
4.2. The results of the test of the Cronbach’alpha scale: .................................................. 68
4.3 Results of factor analysis to discover EFA:................................................................ 73
4.4 Results of regression analysis ..................................................................................... 81
CHAPTER 5: DICUSSIONS, CONCLUSIONS AND LIMITATIONS ......................... 55
5.1. Conclusion and discussion of research results........................................................... 84
5.2. Contribution and implication of the study ....................................................... 57
5.3. Limittation of the study.................................................................................... 57
REFERENCE.................................................................................................................... 87
BIBLIOGRAPHY............................................................................................................. 89
APPENDIX....................................................................................................................... 92

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TABLE OF NOTATIONS AND ABBREVIATIONS
Abbreviation Meaning
MOI Mobile operators increasingly
A2P Application to person
P2P Person to person
SMS Short Message service
MNOs Mobile Network Operators
MVNOs Mobile virtual Network Operators
P2A person to application
DoS Denial of service
IoT Internet of Things

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LIST OF TABLE
Table 3.1.Following is detailed quantitative survey questionnaires that was conducted
through Google form......................................................................................................... 46
Table 4.1: The results of the test of Cronbach’alpha scale ............................................... 68
Table 4.2.Factor analysis to discover the dependent variable EFA.................................. 79
Table 4.3: Table of criteria evaluating the suitability of the model.................................. 81
Table 4.4: Table of model conformity verification........................................................... 81
Table 4.5: Results of multiple linear regression analysis.................................................. 82
LIST OF FIGURES
Figue 1: A2P SMS Fraud Diagram (HAUD, 2019) [11].................................................. 14
Figure 2: A2P SMS General Workflow............................................................................ 15
Figure 3: Total global A2P SMS messaging income (2018-23) (Mobilesquared, 2019)
[9]. ..................................................................................................................................... 18
Figure 4: Total A2P SMS messaging income leakage (2018-23) (Mobilesquared,
2019).................................................................................................................................. 18
Figure 5: A2P SMS Market Segmentation (Transparency Market Research, 2020)........ 21
Figure 6: Potential A2P income (2018 -2023).................................................................. 23

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Figure 7: Lost A2P Revenue (2018 - 2023)...................................................................... 24
Figure 08: Service quality gap 05 model .......................................................................... 32
Figure 09 SERVPERF model (Cronin and Taylor, 1992) ................................................ 35
Diagram 1. Diagram of the research model of factors influencing money from A2P
SMS................................................................................................................................... 44
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.

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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
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

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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.
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].

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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].
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

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- 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?
1.2.3. Research methods
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.

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1.2.4. 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.
1.2.5. Structure of the study
The topic is implemented with a layout including 4 chapters, specifically:
- CHAPTER 1: INTRODUCTION
- CHAPTER 2. LITERATURE REVIEW
- 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 2: 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

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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.
- 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 3: Total global A2P SMS messaging income (2018-23) (Mobilesquared, 2019)
[9].
Figure 4: Total A2P SMS messaging income leakage (2018-23) (Mobilesquared,
2019) [9]

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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, 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

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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
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:

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Figure 5: 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 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

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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 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)

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Figure 6: 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 7: 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

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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
 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.

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"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"

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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:
* Which segments are expected to grow significantly during the forecast period?

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* 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.
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 .

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In addition to exploring company profiles of key market leaders, SMS A2P
market 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.
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.
 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,
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

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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)
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.

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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.
Figure 08: 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.
Word of mouth Personal needs Past experience
Expected service
Service provision
(before and after
Interpret perceptions
into service quality
criteria
Manager's perception
of customer
expectations
Perception service
Information to
customers
Customer
Service
Provider
Distance 1
Distance 2
Distance 3
Distance 5
Distance 4

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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
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.

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- 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.
- 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.

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- Develop long term relationships with customers.
- 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 09: 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

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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.

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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
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.

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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
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

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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
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

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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
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 4/20

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41
effectiveness of the
Firewall System
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
1 Price Policy PP
2 Business process BP
3 Fraud Detection and Handling FD
4 System Capacity and Intelligence SC
5 Human Resource HR

Assignment, Essay
42
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;
Protect email accounts, OTT and mobile authentication services

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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 human resources, enough skills and knowledge to master modern
technology, constantly improving productivity and quality of products and services.

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44
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
opinion of the majority should make clear what are the key factors that affect the
development of A2P SMS service in Viettel's case.
MNOs A2P SMS
Service
Business
process
Fraud
Detection
and
System
Capacity
and
Price
Policy
Human
Resource
Diagram 1. Diagram of the research model of factors influencing money
from A2P SMS
service
Source: Author collected

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45
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 33 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 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.

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46
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.
Table 3.1.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
providers in the market
3 PP 3 Viettel's price

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47
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
safe, and professional
5
BP5
The Sender ID registration
process is consistent,

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48
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 Provider
4
PV4
Warning of violating
regulations messages

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49
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
produces accurate data
4 DP4 Low system failure rate
5 DP5 Number of

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50
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

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51
Gende
r
20
%
Male
Femal
80
%
CHAPTER 4: DATA ANALYSIS AND RESEARCH FINDINGS
4.1. Descriptive statistic
4.1.1.Respondents’ characteristics
Figure 4.1 and Table 4.1 present the number of investors surveyed. It is clear
that the number of male investors is almost 4 times higher than those of female
investors (130 male and 41 female).
Figure 4.1: Gender

Assignment, Essay
52
Table 4.1: Gender
Gender
Frequency Percent Valid Percent
Cumulative
Percent
Valid Female 41 20.0 20.0 20.0
Male 130 80.0 80.0 100.0
Total 171 100.0 100.0
Figure 4.2 and Table 4.2 illustrate the age of respondents. It can be seen that
almost investors are between 25 – 35 years old, accounted for 61% of all
participants. The second place belongs to investors, who are below 25 years old
(29%). Finally, there are 9% and 1% of participations whose age are between 35 –
45 years old and above 45 years old respectively.
Figure 4.2: Age
AG
E
29
%
1
%
61
%
25 - 35 yrs
36 - 45 yrs
Above 45
yrs
9
%

Assignment, Essay
53
Table 4.2: Age
Years old Frequency Percent Valid Percent
Cumulative
Percent
Valid 25 - 35 yrs 110 60.5 60.5 60.5
36 - 45 yrs 19 9.3 9.3 69.8
Above 45 yrs 2 1.0 1.0 70.7
Below 25 yrs 40 29.3 29.3 100.0
Total 171 100.0 100.0
Figure 4.3 and Table 4.3 show the participant’s academic level. It can be
clearly seen that a number of investors with bachelor’s degree and those with
master’s degree are nearly the same 46% (95 people) and 44% (90 people)
respectively. About 6% of participants are investors in vocational/technical school
(13 people) and rest of those belong to other academic levels (7 people).
Figure 4.3: Academic level
Academic
level
4
% 6
% Bachelor's
degree
Master's
degree
46
%
Other
s
44
% Vocational/Technic
al

Assignment, Essay
54
Table 4.3: Academic level
Level Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Bachelor's degree 95 46.3 46.3 46.3
Master's degree 90 43.9 43.9 90.2
Others 7 3.4 3.4 93.7
Vocational/Technical
school
13 6.3 6.3 100.0
Total 171 100.0 100.0
Figure 4.4 and Table 4.4 illustrate the major that participants studied at their
university. The majority of investors have economics as their main major,
accounted for 29.8% (61 people). About 22% investors studied finance at school (45
people) more than studied accounting and auditing (35 people) and doubled the
number of investors who learned technology (22 people). The number of investors
who learned marketing and those of banking and assurance are the same (15
people). The rest of respondents have major as medical and others (7 people and 5
people respectively).
Figure 4.4: Majors
Major
s
70
60
50
40
30
61
45
35
22
7 5

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55
Table 4.4: Majors
Majors Frequency Percent
Valid
percent
Cumulative
Percent
Valid
Economics
61 29.8 29.8 29.8
Finance 45 22.0 22.0 51.7
Accounting
and Auditing
35 17.1 17.1 68.8
Technology 22 10.7 10.7 79.5
Marketing 15 7.3 7.3 86.8
Banking and
Assurance
15 7.3 7.3 94.1
Medical 7 3.4 3.4 97.6
Others 5 2.4 2.4 100.0
Total 171 100.0 100.0
4.2. 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 (See table 4.5, 4.6, 4.7, 4.8, 4.9, 4.10) . In which, the observed
variables for the factor Capacity and intelligence have the lowest average value. This

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56
is a feature that managers need to pay attention to in the process of building strategies
to improve A2P SMS service quality at Viettel.
Table 4.5 Test the Price Policy scale
Reliability Statistics
Cronbach's
Alpha
N of Items
.751 5
Item Statistics Code Mean Std.
Deviation
N
Viettel's price is the direct termination price and
is commensurate with the service's quality
PP 1 3.00 1.276 171
Viettel's price is cheaper than other SMS service
PP 2 3.08 1.185 171
Viettel's price classification is reasonable and
easy to apply
PP 3 2.96 1.303 171
Clear discount policy PP 4 3.00 1.276 171
Viettel has a flexible pricing policy that is in line
with the service needs of each partner
PP5 2.74 1.171 171
Item-Total Statistics
Scale Scale Corrected Cronbach's

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57
Mean if
Item
Deleted
Variance if
Item
Deleted
Item-Total
Correlation
Alpha if
Item
Deleted
Viettel's price is the
direct termination price
and is commensurate
with the service's quality
8.70 8.788 .564 .685
Viettel's price is cheaper
than other SMS service
8.81 7.786 .643 .636
Viettel's price
classification is
reasonable and easy to
apply
8.78 7.669 .688 .609
Clear discount policy 9.04 10.251 .318 .808
Viettel has a flexible
pricing policy that is in
line with the service
needs of each partner
8.78 7.669 .688 .609
Table 4.6 Test the Business process
Cronbach's
Alpha
N of
Items
.877 9

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58
Item Statistics
Code Mean
Std.
Deviation
N
It is easy to approach Viettel during the initial
BP1
3.99 1.036 171
The process of signing the agreements,
contracts, contract appendices went smoothly
BP2
4.00 1.040 171
Questions and requests are quickly answered
during service deployment
BP3
3.97 1.061 171
Procedures for implementing system integration
and open technical connections are safe, and
professional
BP4
3.89 1.117 171
The Sender ID registration process is consistent,
ensuring security for all parties who own and use
trademarks
BP5
3.85 1.050 171
Easy-to-use order forms and request documents BP6 3.99 1.036 171
Appropriate reconciliation, invoice and payment
process
BP7
4.00 1.040 171
Appropriate method of deposit and payment BP8 3.97 1.061 171
Clear and transparent dispute resolution process BP9 3.89 1.117 171

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59
Scale
Mean if
Item
Deleted
Scale
Variance if
Item
Deleted
Corrected
Item-Total
Correlation
Cronbach's
Alpha if
Item
Deleted
It is easy to approach
Viettel during the initial
15.72 12.492 .727 .847
The process of signing
the agreements,
contracts, contract
appendices went
smoothly
15.71 12.595 .707 .852
Questions and requests
are quickly answered
during service
deployment
15.74 12.726 .666 .861
Procedures for
implementing system
integration and open
technical connections are
safe, and professional
15.82 12.079 .717 .850
The Sender ID
registration process is
consistent, ensuring
15.85 12.416 .727 .847

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60
security for all parties
who own and use
trademarks
Easy-to-use order forms
and request documents
15.72 12.492 .727 .847
Appropriate
reconciliation, invoice
and payment process
15.71 12.595 .707 .852
Appropriate method of
deposit and payment
15.74 12.726 .666 .861
Clear and transparent
dispute resolution
process
15.82 12.079 .717 .850
Table 4.7 Test the Fraud Detection and Handling
Cronbach's Alpha N of
Items
.755 8
Item Statistics
Code Mean
Std.
Deviation
N

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61
The rate of fraud messages about Viettel is being
improved
PV1
4.15 1.065 171
Firewall systems perform a variety of options
and rules
PV2
3.90 1.084 171
Warning of fraud messages traffic in time for
Service Provider
PV3
3.29 1.479 171
Warning of violating regulations messages
traffic promptly for SMSHUB
PV4
4.03 .975 171
Time to handle violations is appropriate PV5 3.73 1.089 171
Appropriate and flexible method of handling
violations
PV6
3.90 1.084 171
How important is it to show Sender ID on your
messages?
PV7
3.29 1.479 171
Is it important to you to send messages using the
right Sender ID?
PV8
4.03 .975 171
Scale
Mean if
Item
Deleted
Scale
Variance if
Item
Deleted
Corrected
Item-Total
Correlation
Cronbach's
Alpha if
Item
Deleted
The rate of fraud
messages about Viettel
14.95 11.415 .586 .691

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62
is being improved
Firewall systems
perform a variety of
options and rules
15.20 10.961 .645 .669
Warning of fraud
messages traffic in time
for Service Provider
15.81 11.302 .329 .809
Warning of violating
regulations messages
traffic promptly for
SMSHUB
15.07 11.713 .614 .686
Time to handle
violations is appropriate
15.37 11.534 .546 .703
Appropriate and flexible
method of handling
violations
15.81 11.302 .329 .809
How important is it to
show Sender ID on your
messages?
15.07 11.713 .614 .686
Is it important to you to
send messages using the
right Sender ID?
15.37 11.534 .546 .703
Table 4.8 Test the System Capacity and Intelligence

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63
Items
.856 5
Item Statistics
Code Mean Std.
Deviation
N
The rate of successful delivery messages was as
expected
DP1 2.83 1.115 171
Error codes are returned fully and clearly DP2 2.91 1.158 171
Reconciliation system produces accurate data DP3 2.74 1.218 171
Low system failure rate DP4 2.84 .984 171
Number of transactions/second to meet demand DP5 2.88 1.072 171
Scale
Mean if
Item
Deleted
Scale
Variance if
Item
Deleted
Corrected
Item-Total
Correlation
Cronbach's
Alpha if
Item
Deleted
The rate of successful
delivery messages was as
11.36 12.413 .760 .802

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64
expected
Error codes are returned
fully and clearly
11.28 12.845 .655 .830
Reconciliation system
produces accurate data
11.45 12.152 .705 .817
Low system failure rate 11.35 14.085 .619 .840
Number of
transactions/second to
meet demand
11.31 13.562 .622 .838
Table 4.9 Test the Human Resource
Items
.762 6
Item Statistics
Code Mean Std.
Deviation
N
Ability to communicate in a foreign language HR1 3.16 1.127 171

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65
Time to respond to customer' requests and
complain
HR2
3.22 1.219 171
Time troubleshooting techniques to meet
commitments
HR3
3.14 1.142 171
Professional expertise of account manager HR4 3.16 1.127 171
Professional expertise of technical support HR5 3.22 1.219 171
Professional expertise of billing and finance
personnel
HR6
3.14 1.142 171
Scale
Mean if
Item
Deleted
Scale
Variance if
Item
Deleted
Corrected
Item-Total
Correlation
Cronbach's
Alpha if
Item
Deleted
Ability to communicate
in a foreign language
6.36 4.134 .621 .650
Time to respond to
customer' requests and
complain
6.30 4.134 .531 .754
Time troubleshooting
techniques to meet
commitments
6.38 4.043 .632 .637

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66
account manager
6.36 4.134 .621 .650
technical support
6.30 4.134 .531 .754
billing and finance
personnel
6.38 4.043 .632 .637
Table 4.10. Test the Quality of service A2P SMS
Items
.858 4
Item Statistics
Code Mean Std.
Deviation
N
Customers are completely satisfied with the
service style of A2P SMS service staff
SQ1 3.94 1.083 171
Customers are completely satisfied with the
company's material equipment.
SQ2 3.99 1.076 171
Customers are completely satisfied with the cost SQ3 3.85 1.070 171

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of using A2P SMS service.
Customers feel convenient when using A2P
SMS service.
SQ4 3.92 1.115 171
Scale
Mean if
Item
Deleted
Scale
Variance if
Item
Deleted
Corrected
Item-Total
Correlation
Cronbach's
Alpha if
Item
Deleted
Customers are
completely satisfied with
the service style of A2P
SMS service staff
11.75 7.799 .706 .818
Customers are
the company's material
equipment.
11.70 7.874 .697 .822
Customers are
the cost of using A2P
SMS service.
11.84 7.942 .689 .825
Customers feel
convenient when using
A2P SMS service.
11.77 7.595 .718 .813

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