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The Vietnam Mobile Services Market in 2011 -
Beyond Voice - Growth in Smartphones and 3G Services
Vietnam's rapidly
growing youth population - over 54% of the population is under 24 -
has been driving increased demand for
mobile content and applications in this emerging Southeast Asian
market.
While the
mobile app sector is still nascent,
the youth market has demonstrated a strong affinity for purchasing
content such as music and games, and acessing the Internet from their
handsets. However, with a population of 86 million people
with increased purchasing power, Vietnam provides a
good opportunity for service providers, technology vendors, mobile
application and content
developers.
This research report addresses
the following topics with key metrics of the mobile services market in
Vietnam:
- Mobile subscriber growth and
forecast to 2015
- Mobile application and VAS revenue growth and
forecast to 2015
- Price points for mobile VAS
services by genre
(ringtones, apps, wallpaper, etc.)
- Outlook for the Mobile Cloud Services* in Vietnam
- Vietnam's ARPU trends and
forecast
- mobile application acceptance drivers and
inhibitors
- Survey of Vietnamese consumers - with profiles of their
views and desires for mobile
applications and content
Why Buy this Report
APRG’s research on the Vietnam
mobile market
examines how MNOs and content
providers
are positioning themselves to compete in Vietnam’s mobile application
market. We outline the results of our survey of consumers’
attitudes towards mobile applications and popular 3G
services. This
report provides a concise summary of opportunities, strengths,
weaknesses and
the future direction of this mobile market of over 87 million
people.
The mobile services market is
changing at a rapid pace, and many of
the offerings that successfully met consumer needs a few years ago are
obsolete today. Our research addresses a number
of essential topics to help you be
successful in Vietnam:
How
big is the market for
mobile
VAS and applications in Vietnam?
How many mobile subscribers
will there be in 2015?
What opportunities are there
in the mobile app sector in Vietnam?
What are the important mobile
application trends being
adopted in Vietnam?
Which 3G applications will be
the most desired
in Vietnam?
How do Vietnamese consumers
learn of and purchase
mobile
content and applications?
How much mobile content is purchased off deck?
Which type of mobile content do Vietnamese consumers find most
appealing?
What is the forecast for Mobile Cloud Services in Vietnam?
* Mobile
Cloud Services refers to an infrastructure where the data storage and
the compute occur outside of the mobile device. Mobile cloud
applications move the computing power and data storage away from mobile
phones and into the cloud at the Service Provider, bringing mobile
services to a much broader range of subscribers.
Table
of Contents:
1. Introduction
Report Objectives
Forecast Assumptions
2. Executive Summary and Market
Forecast
Growing Consumer Consumption in Vietnam
Market
Share of Mobile Operators
Mobile Penetration
Mobile Subscriber Forecast
ARPU Achievements and Outlook
3. Summary of Vietnam's Mobile
Service Providers and their strengths
VNPT
VMS - MobiFone
VinaPhone
Viettel
Saigon Postel (SPT) S-Fone Service
4. Vietnam's Mobile VAS, Content
and
Application Market
Mobile Application and Content Portals
Mobile VAS Revenue Growth
Where Vietnamese mobile users get their content
How Vietnamese mobile users learn of new mobile content and applications
VAS Content Prices
Most Popular Mobile Content and App Choices in Vietnam
Mobile VAS Desires and Frequency of Use
Importance of word-of-mouth to consumers for learning about new mobile
applications
Forecast of 3G Mobile Application Outlook
Table of Figures:
Figure 1. Market Share –
Vietnam’s Mobile Operators
Figure 2. Vietnam’s Mobile Subscribers to 2015
Figure 3. Vietnam's Mobile Penetration to 2015
Figure 4. Percentage of Prepaid vs. Postpaid Subscribers
Figure 5. Blended ARPU in Vietnam – Historical and Projected
Figure 6. Who's Buying Mobile Apps and Content in Vietnam?
Figure 7. Mobile VAS Revenue Forecast to 2015
Figure 8. Purchase Sources of of Mobile Apps and Content
Figure 9. Mobile VAS Content Costs by Genre in Vietnam
Figure 10. Popular ringtone music genres in Vietnam
Figure 11. Vietnam’s Mobile VAS Users - APRG Segmentation
Figure 12. Consumer Survey: How often do you purchase mobile value
added services?
Figure 13. Consumer Survey: How frequently do you purchase music and
ringtones?
Figure 14. Consumer Survey: Which music genres do you
find most appealing for purchase?
Figure 15. Consumer Survey: Which mobile games do you
find most appealing for purchase?
Figure 16. Consumer Survey: Which mobile graphics do you
find most appealing for purchase?
Figure 17. Consumer
Survey: How do consumers learn of new mobile VAS and apps in
Vietnam?
Figure 18. Projected Market Size for Mobile Cloud data
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