The document presents an analysis of the Vietnam mobile market, focusing on subscription trends, operator performance, and technology adoption rates from 2015 to 2020. Key insights include a shift towards 3G and 4G technologies, increased mobile penetration, and evolving online behaviors among Vietnamese youth. It also covers the competitive landscape among mobile operators and highlights the growing prominence of smartphones and online platforms in consumer behavior.

1. Looking into Vietnam
Mobile Market
Presented by: ALI Saghaeian
Chief Analyst & Consultant
Telecoms, IT, and MediaSaghaeian [at] gmail.com

2. Objectives
 Understanding the trends for
Mobile Subscription Data
 Tracking Vietnam's Market
Penetration
 Learning Operators'
Performance Indicators
 What are Online Activities of
Youngsters and Youth
2
 Finding mobile
operators’
positioning in the
local market
Exercise
Saghaeian [at] gmail.com

3. Agenda
 Vietnam Operator Subscription Trends
 Mobile Operators’ Market shares by subscriber
 Technology Trends in Asia Pacific
 Vietnam Mobile Technology Split
 Device Sales by Technology in Vietnam
 Vietnam Mobile ARPU and Revenue
 Information Technology Market in Vietnam
 Smartphone Connections Market Profile
 Mobile's share of website traffic
 Vietnam OTT Overview
3Saghaeian [at] gmail.com

4. Top 10 Asia markets by net adds, 12 months to 2Q15
4
Source: Ovum, 2015
Saghaeian [at] gmail.com

5. Mobile Subscription Data
Asia maturing as subscription growth hits mid-single digits
3,390
3,557
3,758
3,935
4,092 4,219 4,326 4,417
0%
20%
40%
60%
80%
100%
120%
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
5,000
2013 2014 2015 2016 2017 2018 2019 2020
Millions
Subscriptions Penetration
1,406
1,277
416
170 166 165 153 131 106 62
0
200
400
600
800
1,000
1,200
1,400
1,600
Millions
Top 10 countries by subscriptions, 2015 and 2020
2015 2020
5Source: Ovum, 2015 Saghaeian [at] gmail.com

6. Vietnam Operator Subscription Trends
6Saghaeian [at] gmail.com

7. Mobile Operators’ Market shares by subscriber
Source: ICT Viet Nam 2014
7
3G Providers
2G and 3G Providers
Saghaeian [at] gmail.com

8. Country Prepaid/Postpaid Subscriptions
8Saghaeian [at] gmail.com

9. Vietnam Market Penetration
9Saghaeian [at] gmail.com

10. APAC MVNO matrix on regulation intervention and
market readiness
10Saghaeian [at] gmail.com

11. Technology Trends in Asia Pacific
Data drivers: 3G and 4G dominate over long term, rising from one-third of
subscriptions in 2015 to over 80% by 2020
Top 10 3G countries December 2015 Top 10 3G countries December 2020
2,216 2,216 2,087 1,899 1,666
1,367
1,003
633
480 618
729
873
1,049
1,262
1,474
1,605
81
234 567 856 1,119 1,357 1,639 1,987
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
5,000
Jan 2013 Jan 2014 Jan 2015 Jan 2016 Jan 2017 Jan 2018 Jan 2019 Jan 2020
Millions
Other
TDSCDMA
LTE
WCDMA
CDMA
GSM
China,
385,812,657
India,
159,417,844
Indonesia,
101,933,549
Thailand,
85,923,133
Japan,
50,350,063
Vietnam,
40,088,015
Philippines,
39,863,254
Pakistan,
22,481,662
Malaysia,
21,169,092
Taiwan,
19,863,982
India,
688,975,450
Indonesia,
247,070,787China,
221,567,242
Pakistan,
105,637,351
Vietnam,
105,144,396
Bangladesh,
89,274,112
Philippines,
74,782,939
Thailand,
62,392,791
Myanmar,
44,145,202
Sri Lanka,
21,915,187
11Source: Ovum, 2015
Saghaeian [at] gmail.com

12. Vietnam Mobile Technology Split
12Saghaeian [at] gmail.com

13. Technology Forecast
Mobile narrow vs broadband users hit parity next year
2G (GSM/GPRS/EDGE, 1xRTT)
3G (WCDMA/EVDO Rev A/B/TDSCDMA)
4G (LTE)
-
500,000,000
1,000,000,000
1,500,000,000
2,000,000,000
2,500,000,000
3,000,000,000
3,500,000,000
4,000,000,000
4,500,000,000
5,000,000,000
Dec 2013 Dec 2014 Dec 2015 Dec 2016 Dec 2017 Dec 2018 Dec 2019 Dec 2020
Asia subscriptions by technology generation
2G 3G 4G
Top 10 LTE countries 2020
1,032
348
160 111 61 47 43 36 28 23
0
200
400
600
800
1,000
1,200
Millions
13
Source: Ovum, 2015
Saghaeian [at] gmail.com

14. Device Sales by Technology in Vietnam
14Saghaeian [at] gmail.com

15. Vietnam ARPU in USD
15Saghaeian [at] gmail.com

16. Vietnam Revenue in USDm
16Saghaeian [at] gmail.com

17. Mobile Services Revenues
Source: ICT Viet Nam 2014
17Saghaeian [at] gmail.com

18. Information Technology Market in Vietnam
0
5000
10000
15000
20000
25000
30000
35000
40000
45000
2009 2010 2011 2012 2013
Total Revenue of IT Industry
(million USD)
Digital Content Industry
Software Industry
Hardware Industry
690
934
1165
1235
1407
0
200
400
600
800
1000
1200
1400
1600
2009 2010 2011 2012 2013
Revenue of Digital Content Industry
(million USD)
Source: ICT Viet Nam 2014
18Saghaeian [at] gmail.com

19. Smartphone Connections Market Profile
19Saghaeian [at] gmail.com

20. Device Use in Vietnam
DEVICE USED IN 2014 AND 2015
“Moving screen” such as Smartphone andTablet prove the highlight expansion from year to year,
in which remarkably change people’s behavior in Media consumption.
Source: Google, 2015
20Saghaeian [at] gmail.com

21. Time Spending on Internet (TSOI)
At average,Vietnam Internet User spends about 5.2h on Mobile and 2.7h on PC
Source: GlobalWebIndex, Q4.2014
21Saghaeian [at] gmail.com

22. ONLINE ACTIVITIES OF 18-24 YEAR OLD USERS
Young People (18 – 24) spend most of time on connecting, entertaining or learning something new.
Moreover, they join in online activities mainly by their smartphone.
22
Online Activities of Youngsters
Source: Google, 2015
Saghaeian [at] gmail.com

23. Online Activities of Youth
ONLINE ACTIVITIES OF 25-34 YEAR OLD USERS
Social Network still be the main platform Internet User jump in besides Search and OnlineVideo.
Smartphone seems being their “must have screen”
23
Source: Google, 2015
Saghaeian [at] gmail.com

24. Mobile's share of website traffic
24
Source: GlobalWebIndex, 2014
Saghaeian [at] gmail.com

25. Vietnam OTT Overview
Number of OTT users in Vietnam
Zalo in Q3/2015 surpasses Facebook Messenger in number of User
Source: According to OTT Vendors, Moore Estimation, 2015
25Saghaeian [at] gmail.com

26. Explosive Mobile Game Growth
26Saghaeian [at] gmail.com

27. Taxi Booking Apps to Grow
27Saghaeian [at] gmail.com

28. An Emerging Cloud Divide
28Saghaeian [at] gmail.com

29. Any Questions?
29
ALI Saghaeian | saghaeian@gmail.com

30. Finding Operator’s positioning among competitors
Product
Price
Place
(Sales and
Distribution)
Promotion
(and Brand)
Customer
Care
Value proposition
components
Operator vs. local
competitors
Operator far better Operator far worseequal
Comments
• Limited products differentiation
• Competitors started to segment offer and
add product features
• Lack of price differentiation
• Competitive for heavy users
• Reactive “build it and they will come”
approach
• Competitors leveraging multiple direct and
indirect partners / channels
• Lack of basic marketing strategy
• Competitor heavily using promotions and
marketing tactics
• Lack of formal customer service
process
• Standard for care and after sales
support set by competition
Demonstrative!
Saghaeian [at] gmail.com