Smartphone usage in Vietnam
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The battle of the giants: Apple vs. Samsung Find more at: http://www.di-onlinesurvey.com/
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Smartphone usage in Vietnam
- 1. August 2015 STUDY ABOUT SMARTPHONE USAGE IN VIETNAM BY DI-MARKETING (www.di-onlinesurvey.com)
- 2. 1 SCOPE OF WORK The survey was conducted to study about smartphone usage in Vietnam Methodology: Online survey Fieldwork time: 3 days ( 28/08/2015 to 31/08/2015) Sample size: N = 1550 Gender: Male & Female Geography: nationwide
- 3. 2 KEY FINDINGS • Samsung, Iphone and Microsoft Lumia are top most well-known smartphone brands • TV ad and point of sale are main sources of brand awareness • Smartphone market in Vietnam is currently occupied by Samsung (27%), Apple (Iphone) (21%) and Microsoft Lumia (13%) • Trusted brand, beautiful design and user friendly are key reasons for choosing a smartphone brand • Quickly run out of battery is the main problem of most smartphone brands • Samsung owns highest ratio of customers’ loyalty while Iphone gains highest customers’ satisfaction level • 80% use smartphone to surf social network • 51% intend to buy new smartphone in the next one year • Iphone 6S is what most desired in comparing with Samsung Galaxy S6 Edge Plus and Samsung Galaxy Note 5
- 4. 3 Age Gender Living places Occupation N= 1550 25% 26% 44% 5% Over 30 26-30 18-25 Under 18 30% 70% Male Female 30% 2% 3% 1% 21% 42% Others Cần Thơ Đà Nẵng Hải Phòng Hà Nội Hồ Chí Minh 3% 4% 6% 7% 10% 10% 26% 33% Job seeker/Retired Housewife Others Factory Worker Engineer/Doctor/Teacher Self-employed Student Officer
- 5. 4 N= 1550 Do you know any smartphone brands listed below? SAMSUNG & IPHONE ARE THE MOST WELL-KNOWN BRANDS 6% 36% 47% 47% 52% 62% 64% 65% 74% 75% 75% 78% 79% 81% 86% Others Huawei BKAV Bphone Mobiista Q-Mobile (Q GLAM) Blackberry Asus Lenovo HTC LG Oppo Sony Nokia Lumia ( Microsoft Lumia) Apple (Iphone) Samsung Total 5% 37% 44% 47% 49% 63% 68% 68% 79% 78% 76% 80% 82% 84% 89% Ho Chi Minh 6% 37% 50% 48% 56% 64% 61% 66% 67% 71% 74% 73% 76% 77% 81% Hanoi 7% 33% 48% 48% 53% 60% 62% 61% 71% 73% 75% 77% 79% 80% 87% Others
- 6. 5 21% 37% 49% 50% 51% 52% 55% 59% 71% 74% Through sms advertising messages/ email Through other smartphone applications (viber…) Facebook ads See others use these smartphone brands In/ Out of home ads Web, forum ads I read news/ magazines mentioning about these brands Friends/relatives' suggestion Through stores/ showroom TV ads Total 18% 46% 54% 51% 47% 46% 47% 54% 70% 71% Under 18 20% 37% 52% 49% 50% 51% 56% 59% 71% 77% 18-25 24% 40% 51% 53% 52% 56% 60% 61% 70% 72% 26-30 22% 34% 40% 49% 51% 50% 49% 59% 70% 70% Over 30 N= 1550 How do you know these smartphone brands? TV ADS & POINT OF SALE ENGAGE AWARENESS EFFECTIVELY
- 7. 6 N= 1550 Are you currently using smartphone? 8% 17% 8% 3% 10% 2% 1% 3% 1% 1%4% 3% 3% 5% 4% 27% 16% 25% 33% 25% 60% 63% 61% 58% 61% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18 18-25 26-30 Over 30 Yes, 1 phone Yes, 2 phones Yes, 3 phones Yes, more than 3 phones I don't use smartphone 92% USE SMARTPHONE Surprisingly, 1/3 own more than one smartphone
- 8. 7 N= 1550 If you are using smartphone, which brand do you own? 3% 0% 1% 1% 1% 2% 3% 5% 5% 6% 6% 7% 13% 21% 27% Others BKAV Bphone Huawei Q-Mobile (Q GLAM) Mobiista Blackberry Lenovo HTC Oppo LG Asus Sony Nokia Lumia ( Microsoft Lumia) Apple (Iphone) Samsung Total 5% 0% 2% 5% 2% 0% 2% 2% 17% 5% 3% 2% 21% 24% 13% Under 18 2% 1% 0% 1% 2% 2% 2% 5% 5% 7% 7% 7% 14% 18% 26% 18-25 2% 0% 1% 1% 1% 1% 3% 5% 4% 6% 6% 7% 12% 22% 29% 26-30 3% 1% 0% 1% 1% 2% 4% 3% 5% 4% 4% 9% 12% 23% 30% Over 30 SAMSUNG (27%), IPHONE (21%) AND NOKIA LUMIA (13%) ARE TOP USED BRANDS Oppo is favored among young people under 18
- 9. 8 Why do you choose this brand of smartphone? N= 1550 TRUSTED BRAND, BEAUTIFUL DESIGN AND USER FRIENDLY ARE KEY REASONS FOR CHOOSING THE BRAND 4% 23% 23% 25% 26% 29% 29% 37% 43% 44% 48% 48% 48% 50% 51% 52% 52% Others Have unique functions Frequent promotion/ discounts High security Show off my class Friends/ Relatives suggest me Good reviews on technology forum Run stable Diverse applications Competitive price Smooth touchscreen Sharp screen Good quality High solution camera Easy-to-use operation system Beautiful design Trusted brand Total
- 10. 9 4% 43% 11% 46% 52% 31% 39% 46% 54% 18% 63% 58% 56% 63% 57% 59% 72% Others Have unique functions Frequent promotion/ discounts High security Show off my class Friends/ Relatives suggest me Good reviews on technology forum Run stable Diverse applications Competitive price Smooth touchscreen Sharp screen Good quality High solution camera Easy-to-use operation system Beautiful design Trusted brand Iphone 3% 22% 31% 22% 22% 34% 25% 34% 48% 50% 51% 51% 45% 54% 56% 58% 59% Others Have unique functions Frequent promotion/ discounts High security Show off my class Friends/ Relatives suggest me Good reviews on technology forum Run stable Diverse applications Competitive price Smooth touchscreen Sharp screen Good quality High solution camera Easy-to-use operation system Beautiful design Trusted brand Samsung Why do you choose this brand of smartphone? N= 1550 SAMSUNG = TRUSTED BRAND AND COMPETIVE PRICE IPHONE=TRUSTED BRAND, SMOOTH TOUCHSCREEN & GOOD CAMERA High resolution camera High resolution camera
- 11. 10 Why do you choose this brand of smartphone? N= 1550 MICROSOFT LUMIA = TRUSTED BRAND, GOOD QUALITY & PRICE SONY = HIGH CAMERA SOLUTION, GOOD QUALITY AND BEAUTY DESIGN 2% 10% 26% 16% 11% 27% 21% 35% 27% 53% 40% 39% 59% 34% 39% 34% 56% Others Have unique functions Frequent promotion/ discounts High security Show off my class Friends/ Relatives suggest me Good reviews on technology forum Run stable Diverse applications Competitive price Smooth touchscreen Sharp screen Good quality High solution camera Easy-to-use operation system Beautiful design Trusted brand Microsoft Lumia 1% 20% 23% 24% 30% 32% 37% 48% 42% 39% 54% 56% 65% 66% 54% 57% 57% Others Have unique functions Frequent promotion/ discounts High security Show off my class Friends/ Relatives suggest me Good reviews on technology forum Run stable Diverse applications Competitive price Smooth touchscreen Sharp screen Good quality High solution camera Easy-to-use operation system Beautiful design Trusted brand Sony High resolution camera High resolution camera
- 12. 11 1% 14% 18% 18% 18% 21% 27% 32% 36% 40% 38% 54% 51% 37% 39% 54% 45% Others Have unique functions Frequent promotion/ discounts High security Show off my class Friends/ Relatives suggest me Good reviews on technology forum Run stable Diverse applications Competitive price Smooth touchscreen Sharp screen Good quality High solution camera Easy-to-use operation system Beautiful design Trusted brand LG 3% 9% 23% 9% 7% 28% 44% 40% 47% 74% 41% 31% 24% 36% 66% 44% 28% Others Have unique functions Frequent promotion/ discounts High security Show off my class Friends/ Relatives suggest me Good reviews on technology forum Run stable Diverse applications Competitive price Smooth touchscreen Sharp screen Good quality High solution camera Easy-to-use operation system Beautiful design Trusted brand Asus Why do you choose this brand of smartphone? N= 1550 MICROSOFT LUMIA = TRUSTED BRAND, GOOD QUALITY & PRICE SONY = HIGH CAMERA SOLUTION, GOOD QUALITY AND BEAUTY DESIGN High resolution camera High resolution camera
- 13. 12 1% 14% 18% 18% 18% 21% 27% 32% 36% 40% 38% 54% 51% 37% 39% 54% 45% Others Have unique functions Frequent promotion/ discounts High security Show off my class Friends/ Relatives suggest me Good reviews on technology forum Run stable Diverse applications Competitive price Smooth touchscreen Sharp screen Good quality High solution camera Easy-to-use operation system Beautiful design Trusted brand LG 3% 9% 23% 9% 7% 28% 44% 40% 47% 74% 41% 31% 24% 36% 66% 44% 28% Others Have unique functions Frequent promotion/ discounts High security Show off my class Friends/ Relatives suggest me Good reviews on technology forum Run stable Diverse applications Competitive price Smooth touchscreen Sharp screen Good quality High solution camera Easy-to-use operation system Beautiful design Trusted brand Asus Why do you choose this brand of smartphone? N= 1550 ASUS = COMPETITIVE PRICE & USER FRIENDLY OPERATION SYSTEM LG = SHARP SCREEN, BEAUTIFUL DESIGN & GOOD QUALITY High resolution camera High resolution camera
- 14. 13 8% 14% 15% 15% 20% 23% 21% 27% 32% 36% 35% 42% 42% 50% 48% 48% 47% Others Have unique functions Frequent promotion/ discounts High security Show off my class Friends/ Relatives suggest me Good reviews on technology forum Run stable Diverse applications Competitive price Smooth touchscreen Sharp screen Good quality High solution camera Easy-to-use operation system Beautiful design Trusted brand HTC 5% 25% 26% 12% 19% 19% 16% 21% 44% 56% 49% 48% 33% 52% 40% 56% 21% Others Have unique functions Frequent promotion/ discounts High security Show off my class Friends/ Relatives suggest me Good reviews on technology forum Run stable Diverse applications Competitive price Smooth touchscreen Sharp screen Good quality High solution camera Easy-to-use operation system Beautiful design Trusted brand Oppo Why do you choose this brand of smartphone? N= 1550 OPPO = COMPETITIVE PRICE & BEAUTIFUL DESIGN HTC = TRUSTED BRAND, HIGH CAMERA SOLUTION AND EASY TO USE High resolution camera High resolution camera
- 15. 14 16% 7% 11% 36% 15% 21% 15% 22% 27% 14% 53% 51% 55% 33% 52% 53% 60% 53% 53% 68% 29% 41% 32% 31% 30% 26% 25% 23% 19% 17% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Iphone Sony Lenovo Samsung Oppo LG Nokia Lumia Asus HTC Totally satisfied Satisfied Neutral Dissatisfied Totally dissatisfied N= 1550 Are you satisfied with your current brand of smartphone? 82% FEEL SATISFIED WITH THEIR CURRENT SMARTPHONE Iphone has the highest top box satisfaction rate comparing to competitors
- 16. 15 Is there anything make you feel unhappy about this brand? N= 1428 1/2 USERS ARE DISSATISFIED WITH THEIR SMARTPHONE’S BATTERY LIFE 15% 5% 7% 8% 8% 11% 11% 15% 17% 17% 26% 52% Others Poor quality Complicated operation system ( IOS, Android, Window phone) Products are NOT diverse/ fashionable Poor warranty service Unsmooth touchscreen Apps store is not diverse Be more expensive compared to true value Poor camera solution Operation system pauses frequently Low inside storage capactity Soon to be out of battery Total 18% 5% 5% 5% 6% 12% 6% 13% 16% 21% 29% 56% Samsung 17% 3% 10% 6% 6% 5% 8% 26% 8% 9% 18% 62% Iphone 7% 5% 15% 15% 7% 13% 36% 6% 27% 23% 26% 40% Microsoft Lumia Run out of battery quickly Surprisingly, Iphone is evaluated more expensive while Microsoft Lumia’s apps store is poor Poor camera resolution
- 17. 16 13% 7% 7% 7% 8% 9% 12% 13% 13% 23% 25% 41% Others Poor quality Unsmooth touchscreen Apps store is not diverse Products are NOT diverse/ fashionable Complicated operation system ( IOS, Android, Window phone) Operation system pauses frequently Poor warranty service Poor camera solution Low inside storage capactity Be more expensive compared to true value Soon to be out of battery Sony 7% 2% 10% 3% 9% 3% 19% 10% 22% 33% 8% 70% Asus 12% 5% 12% 11% 7% 2% 19% 10% 23% 24% 10% 45% LG Is there anything make you feel unhappy about this brand? N= 1428 Run out of battery quickly RUN OUT OF BATTERY QUICKLY IS THE SAME PROBLEM OF THESE SMARTPHONE PRODUCERS, ESPECIALLY ASUS Sony is evaluated more expensive while Asus has low inside storage capacity Poor camera resolution
- 18. 17 Is there anything make you feel unhappy about this brand? N= 1428 14% 5% 7% 8% 10% 11% 11% 11% 16% 19% 45% 45% Others Complicated operation system ( IOS, Android, Window phone) Products are NOT diverse/ fashionable Poor camera solution Poor quality Poor warranty service Apps store is not diverse Be more expensive compared to true value Unsmooth touchscreen Operation system pauses frequently Low inside storage capactity Soon to be out of battery Oppo 15% 3% 9% 14% 9% 15% 12% 23% 5% 12% 24% 53% HTC 28% 3% 3% 36% 3% 8% 3% 3% 8% 14% 17% 19% Lenovo Run out of battery quickly RUN OUT OF BATTERY QUICKLY IS THE PROBLEM OF OPPO AND HTC WHILE LENOVO IS COMPLAINED FOR IT POOR CAMERA SOLUTION Poor camera resolution
- 19. 18 N= 1428 Do you know any smartphone brands listed below? Which smartphone brand do you own? Awareness high highlow low Usage SAMSUNG DOMINATES VIETNAM SMARTPHONE MARKET, FOLLOWED BY APPLE Samsung Apple (Iphone) Nokia Lumia ( Microsoft Lumia) Sony Oppo LG HTC
- 20. 19 86% 81% 79% 78% 75% 75% 74% 65% 64% 62% 52% 47% 47% 36% 27% 21% 13% 7% 5% 6% 5% 3% 6% 2% 1% 1% 0% 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Awareness Usage N= 1428 Do you know any smartphone brands listed below? Which smartphone brand do you own? SMARTPHONE MARKET IN VIETNAM IS CURRENTLY OCCUPYING BY SAMSUNG, APLLE AND MICROSOFT LUMIA
- 21. 20 5% 11% 1% 3% 8% 6% 3% 5% 5% 3% 34% 34% 27% 26% 37% 33% 34% 38% 44% 51% 15% 14% 8% 13% 20% 13% 12% 18% 19% 22% 33% 20% 46% 41% 22% 36% 39% 30% 25% 16% 13% 20% 19% 17% 13% 13% 12% 9% 7% 7% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Samsung Iphone Nokia Lumia Sony Asus LG Oppo HTC Lenovo I will buy at this brand only I will prioritize to buy at this brand I will continue buy at this brand , but I will buy at other in future I will use at this brand parallel with other brand I will switch to other brand Will you choose this brand of smartphone for your next shop? N= 1428 13% USERS ARE LOYAL WITH THEIR SMARTPHONE BRAND Samsung has the highest loyalty ratio, while Apple has highest ratio users who prioritize to use the brand
- 22. 21 N= 1428 Are you satisfied with your current brand of smartphone? Will you choose this brand of smartphone for your next shop? Apple (Iphone) Sony Lenovo Samsung Oppo LG Nokia Lumia ( Microsoft Lumia) Asus HTC Loyalty Satisfaction high low highlow SAMSUNG, APPLE AND MICROSOFT LUMIA OWNS HIGHEST USERS’ SATISFACTION AS WELL AS LOYALTY LEVEL
- 23. 22 26% 17% 15% 33% 27% 27% 37% 27% 26% 37% 41% 45% 48% 25% 38% 43% 36% 53% 53% 42% 29% 38% 35% 33% 31% 26% 23% 20% 19% 19% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% I will recommend definitely I will recommend Either recommend or not I will not recommend I will not recommend definitely Will you recommend this smartphone brand website to others? N= 1428 Samsung and Iphone have the highest top box recommendation rate 70% WILL RECOMMEND THE CURRENT SMARTPHONE BRAND TO OTHERS
- 24. 23 Which of the following you do the MOST OFTEN on your phone? N= 1428 6% 21% 32% 43% 51% 56% 60% 60% 62% 64% 67% 70% 72% 80% Others Internet baking Purchase online Photos editing Look up maps and directions Look for product information Read news/ look up information Check mail Chat ( via Viber, Zalo, Imessage,…) Play games Phone call/ text messages Take photos/ sefie Listen to music, watch videos Visit social network Total 13% 6% 30% 46% 43% 63% 62% 44% 71% 70% 62% 67% 78% 84% Under 18 5% 16% 28% 42% 56% 56% 61% 59% 62% 67% 67% 71% 75% 81% 18-25 5% 26% 33% 45% 48% 55% 57% 62% 60% 63% 69% 71% 70% 79% 26-30 7% 29% 38% 40% 46% 54% 62% 64% 64% 60% 64% 68% 68% 80% Over 30 80% USE SMARTPHONE TO SURF SOCIAL NETWORK
- 25. 24 In the near future, do you intend to buy smartphone? N= 1428 17% 16% 12% 17% 26% 33% 57% 37% 30% 23% 17% 8% 17% 17% 19% 17% 7% 17% 19% 16% 17% 13% 17% 18% 16% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18 18-25 26-30 Over 30 Yes, in the next 3 months Yes, in the next 6 months Yes, in the next 1 year Yes, in the future No 51% INTEND TO BUY NEW SMARTPHONE IN NEXT 1 YEAR
- 26. 25 If you intend to buy/ change into a new smartphone, which brand would you choose? N= 1278 22% the youth under 18 intend to buy Oppo 8% 10% 8% 7% 10% 5% 8% 5% 5% 4% 7% 22% 6% 7% 6% 12% 11% 13% 12% 12% 24% 19% 21% 26% 30% 33% 22% 35% 35% 32% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18 18-25 26-30 Over 30 Apple (Iphone) Samsung Sony Oppo Nokia Lumia ( Microsoft Lumia) HTC Asus LG Others IPHONE IS THE TOP CHOICE OF 1/3 SMARPHONE USERS
- 27. 26 How much would you spend on your smartphone? ($) N= 1278 45% SPEND FROM $200- $400 FOR ON PURCHASING SMARTPHONE 9% 15% 6% 10% 10% 6% 17% 28% 16% 9% 4% 2% 6% 2% 15% 14% 19% 15% 11% 12% 9% 8% 2% 12% 19% 19% 18% 22% 21% 16% 31% 10% 27% 26% 15% 31% 35% 42% 31% 27% 34% 24% 14% 5% 12% 12% 20% 33% 16% 46% 12% 9% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Apple (Iphone) Samsung Sony Oppo Nokia Lumia ( Microsoft Lumia) HTC Asus LG Under $100 $100- $200 $200- $300 $300- $400 $400- $500 $500- $700 Over $700 28% People spend from $500 to $700 on Iphone ( Apple)
- 28. 27 5% 28% 30% 50% 50% 52% 53% 53% 57% 59% 60% 69% Others External memory card Chip Operation system ( IOS, Android,… Internal storage capacity CPU Screen size Front camera solution Back camera solution Touchscreen sensity RAM Battery capacity Total 8% 29% 34% 51% 59% 43% 54% 54% 58% 66% 59% 78% Under 18 4% 28% 31% 51% 54% 55% 51% 56% 59% 59% 63% 72% 18-25 4% 26% 28% 52% 50% 50% 53% 50% 52% 59% 57% 67% 26-30 5% 30% 29% 46% 44% 52% 54% 52% 58% 59% 57% 66% Over 30 N= 1428 Which is the functional criteria that you concern about when choosing smartphone? BATTERY LIFE, RAM AND TOUCHSCREEN SENSITY ARE TOP CRITERIA FUNCTION FOR CHOOSING A SMARTPHONE Back camera resolution Front camera resolution
- 29. 28 16% 5% 7% 11% 16% 32% 43% 44% No Yes, I prefer Chinese one Yes, I prefer Hongkong one Yes, I prefer Finish one Yes, I prefer Vietnamese one Yes, I prefer Korean one Yes, I prefer Japanese one Yes, I prefer American one Total 14% 9% 9% 9% 29% 38% 51% 41% Under 18 15% 7% 8% 11% 16% 34% 42% 45% 18-25 17% 4% 4% 10% 20% 33% 44% 45% 26-30 18% 2% 6% 12% 11% 27% 43% 42% Over 30 N= 1428 Do you concern about country of origin of these smartphone brands? America, Japan and Korea are top preferred origins 84% CARE ABOUT SMARTPHONE COUNTRY OF ORIGIN Yes, I prefer Finland one
- 30. 29 N= 1550 Regardless of price, if you have a chance, which of these type of smartphones below would you choose? 45% 51% 44% 48% 41% 21% 17% 21% 21% 22% 34% 32% 35% 31% 37% Total Under 18 18-25 26-30 Over 30 Samsung Galaxy S6 Edge Plus Samsung Galaxy Note 5 Iphone 6S IPHONE 6S IS DESIRED THOSE MOST WITH 45% 45% 41% 46% 47% 54% 30% 21% 23% 23% 17% 19% 15% 34% 35% 31% 36% 27% 54% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under $200 From $201 – under $450 From $451 - under $700 From $701 – under $1000 From $1001 and over While 54% people who have average income of $700- $1000 love Iphone 6S, another 54% people of over $1000 are interested in Samsung Galaxy S6 Edge Plus
- 31. 30 CONTACT US • Japan & Taiwan: o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan o Contact person: Mr. Hideyuki Kato (CEO) o Email: hideyuki.kato@di-mktg.com o Contact number: +81 3-5532-3200 • Vietnam: o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1, Ho Chi Minh City, Vietnam o Contact person: Mr. Ho Hai Dang (Manager - DI Marketing) o Email: dang.hohai@di-marketing.com.vn o Contact number: +84 902-73-9944 • Thailand o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622 o Contact person: Ms. Woon Khiaozen (Manager - DI Marketing) o Email: woon.k@di-mktg.com o Contact number: +66 092-282 7992
- 32. 31 CONTACT US • Singapore, Indonesia, Malaysia: o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622 o Contact person: Mr. Hendry Pratama (Manager - DI Marketing) o Email: pratama.hendry@dreamincubator.com.sg o Contact number: +65 6671 9290 | +65 8518 3870 • India: o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622 o Contact person: Mr. Sujit Kunte (Regional representative) o Email: kunte.sujit@dreamincubator.com.sg o Contact number: +65 9127 7654
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