Mobile VAS market in Vietnam

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Mobile VAS market in Vietnam, some statistics, trends and suggestion for investors, start-up and developer

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Mobile VAS market in Vietnam

  1. 1. Mobile VAS market in Vietnam Presented by: GaCon
  2. 2. Contents <ul><li>About me </li></ul><ul><li>MVAS market in Vietnam </li></ul><ul><li>Opportunities and Threats </li></ul><ul><li>Market trends </li></ul><ul><li>Some Suggestions </li></ul><ul><li>Q&A </li></ul>
  3. 3. My Profile <ul><li>Full name: Nguyen Minh Quang </li></ul><ul><li>Nickname: GaCon, Yukidaro </li></ul><ul><li>Job title: Business Development Manager </li></ul><ul><li>Company: Galaxy Mobile JSC </li></ul><ul><li>My Schools: </li></ul><ul><li>Ha Noi Foreign Trade University (BBA) </li></ul><ul><li>Ha Noi School of Business (MBA) </li></ul><ul><li>My jobs: </li></ul><ul><li>Business Development Manager </li></ul><ul><li>Online – Mobile Product Manager </li></ul><ul><li>SMS Content Developer </li></ul>
  4. 4. My company <ul><li>Member of Galaxy Group </li></ul><ul><li>Founded in 2007 </li></ul><ul><li>MVAS content provider for Viettel, Mobifone, Vinaphone </li></ul><ul><li>Top 10 in MVAS market </li></ul><ul><li>Key Services: SMS, WAP, Web, Music </li></ul>
  5. 5. MVAS Market in Vietnam
  6. 6. Number of Telcos: 7 Telcos Number Viettel 098, 097, 0165, 0166, 0167, 0168, 0169 + 0164 Mobifone 090, 093, 0121, 0122, 0126, 0128 + 0120 Vinaphone 091, 094, 0123, 0125, 0127 ,0129 + 0124 Sfone (CDMA) 095 + 0155 Vietnamobile 092 + 0188 Beeline 0199 + 099 EVN Telecom (CDMA) 096
  7. 7. Number of mobile subscribers <ul><li>Total number issued: 170 Millions </li></ul><ul><li>Number of mobile subscribers (04/2011 - GSO): 157 Millions </li></ul><ul><li>Actual live (within 30 days): 45% (60-70 Millions) </li></ul><ul><li>(source: gso.gov.vn) </li></ul>
  8. 8. Actual Live Mobile subscribers by Telcos (source: seft survey) Telcos Subscriber (estimated) Viettel 20 - 25 Millions Mobifone 18 - 20 Millions Vinaphone 15 -18 Millions Vietnamobile 2 - 4 Millions Sfone (CDMA) 2 Millions Beeline >1 Millions EVN Telecom (CDMA) < 1Millions
  9. 9. 3G penetration <ul><li>Actual live 3G penetration: 5 – 8% according to recent surveys </li></ul>
  10. 10. Number of mobile users: <ul><li>Total number of mobile users: about 30-35 Millions </li></ul><ul><li>~ 40% of population (90 Millions) </li></ul><ul><li>2012: 50 Millions (forecast) </li></ul><ul><li>(source: several different sources) </li></ul>
  11. 11. Number of mobile handsets <ul><li>Number of mobile handsets in use: 34,5 Millions (10/2010) </li></ul><ul><li>(source: http://en.wikipedia.org/wiki/List_of_countries_by_number_of_mobile_phones_in_use ) </li></ul>(source: Thegioididong)
  12. 12. Number of CPs (Content Providers) <ul><li>Officially: ~250 </li></ul><ul><li>Unofficially: ? </li></ul><ul><li>Most of them are SMEs </li></ul><ul><li>Top CPs: </li></ul><ul><li>VMG </li></ul><ul><li>BlueSea </li></ul><ul><li>VTC </li></ul><ul><li>VASC </li></ul><ul><li>Galaxy </li></ul><ul><li>VCC </li></ul><ul><li>VDC </li></ul><ul><li>ABC </li></ul><ul><li>iNET </li></ul><ul><li>GapIT </li></ul><ul><li>Tinh Van </li></ul>
  13. 13. Mobile VAS market size (CPs only) Current Mobile VAS market size: 4,500 Billions (source: seft survey)
  14. 14. SMS Service category <ul><li>Lottery (result, prediction) </li></ul><ul><li>Multi Media (ring tone, wallpaper, theme,…) </li></ul><ul><li>Football (info, result, tip) </li></ul><ul><li>SMS Feeding (online services) </li></ul><ul><li>GPRS/3G setting </li></ul>
  15. 15. SMS Service category (cont.) <ul><li>Text Info (SMS banking, sex-health, funny, stock, horoscope, tips,…) </li></ul><ul><li>Networking (chat, dating, voting,…) </li></ul><ul><li>Text Game (lucky draw, quiz, reverse auction,…) </li></ul><ul><li>Others (donation, error,…) </li></ul>
  16. 16. Revenue Contribution by SMS services
  17. 17. Commercial Terms <ul><li>SMS services (MO charging) </li></ul><ul><li>SMS sub charging (MT charging): Telco 55% - CP 45% </li></ul><ul><li>WAP charging: same ratio with SMS MO charging </li></ul><ul><li>Ring back tone: Tecos get 70%, CPs get maximum 30% (50% of this will pay for singers and authors) </li></ul><ul><li>Mobile marketing: Telcos treat CPs = Agencies </li></ul>
  18. 18. Marketing channels <ul><li>Newspaper </li></ul><ul><li>TV </li></ul><ul><li>Online </li></ul><ul><li>WAP Portal </li></ul><ul><li>In-App </li></ul><ul><li>App Portal/Store </li></ul><ul><li>Direct marketing: Spam SMS </li></ul><ul><li>Others: Leaflet, poster,… </li></ul>
  19. 19. Business Models <ul><li>Public media </li></ul><ul><li>Spamming </li></ul><ul><li>Supportive </li></ul><ul><li>Content producer </li></ul><ul><li>Content Hub </li></ul><ul><li>Money laundering </li></ul>
  20. 20. Opportunities and Threats
  21. 21. Opportunities <ul><li>Fast growing Economic and Telecom sector </li></ul><ul><li>Huge mobile user base (young and active) </li></ul><ul><li>More “open” to: Mobile game, social network, mobile marketing,... </li></ul><ul><li>3G is opening new era of Mobile Internet </li></ul><ul><li>Telcos are willing to cooperate with CPs </li></ul><ul><li>Convenient Payment: Online – Mobile </li></ul>
  22. 22. Threats <ul><li>Impact of globalization: High </li></ul><ul><li>Inflation, interest rate </li></ul><ul><li>CPs businesses are depending on Telcos (unequal treating and uncertain policy) </li></ul><ul><li>Highly competitive market </li></ul><ul><li>Telcos are jumping into this sector under VAS Centers </li></ul><ul><li>Regulation violation and problem of TRUST </li></ul><ul><li>Rapid change in technology and user behaviors </li></ul><ul><li>Labor: Limited (often jump between CPs), few talents, medium-high labor cost </li></ul>
  23. 23. Market trends
  24. 24. Market trends <ul><li>SMS services are still main source of revenue within next 3 years </li></ul><ul><li>Next 3 years will be the age of Mobile Web and Mobile Application </li></ul><ul><li>Mobile contents: Go Online, Go social and Personalize </li></ul><ul><li>Interactive between 3 screens: TV – Desktop - Mobile </li></ul><ul><li>Huge opportunities on Mobile marketing and B2B services </li></ul>
  25. 25. Market trends (cont.) <ul><li>Socialize in mobile content supplying </li></ul><ul><li>Reduce number of CPs, increase MnA and number of sub-CPs </li></ul><ul><li>Telcos will lose their control on VAS when smart phones and mobile internet penetration increase </li></ul><ul><li>Bypass telcos when apply online payment </li></ul>
  26. 26. Some suggestions
  27. 27. Some suggestions <ul><li>How to start? </li></ul><ul><li>For start-ups </li></ul><ul><li>For developers </li></ul><ul><li>Where to focus? </li></ul><ul><li>SMS: Actual needs in large scale, interactive </li></ul><ul><li>B2B market and mobile marketing </li></ul><ul><li>Mobile internet contents (Web and Application) </li></ul><ul><li>Online – Mobile communities </li></ul>
  28. 28. Some suggestions (cont.) <ul><li>What to remember? </li></ul><ul><li>Strategic building your system </li></ul><ul><li>Listen to your users </li></ul><ul><li>Relationship is important </li></ul><ul><li>Keep up your innovation </li></ul><ul><li>Try to create a better service. But don’t you take too much time to develop a perfect one </li></ul><ul><li>Let your users do your marketing work </li></ul>
  29. 29. Nguyen Minh Quang [email_address] 0904862366 Kid_quai /gacon @Yukidaro /nguyenminhquang Thank you for listening!
  30. 30. QnA

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