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Vietnam Mobile Market 2015 Outlook

for 2015
Tracking the year’s most important
mobile stories and figures
2014 in numbersTracking the year’s most important mobile stories and figures15

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Vietnam Mobile Market 2015 Outlook

  1. 1. MOBILE OUTLOOK for 2015 ANNUAL REPORT 2014
  2. 2. TABLE OF CONTENTS 2014 IN NUMBERS Tracking the year’s most important mobile stories and figures THE OUTLOOK FOR 2015 Anticipated mobile trends for 2015 03 13 MOBILE DIRECTORY All the name you need to know for mobile publishing and mobile business in Vietnam 21
  3. 3. 2014 in numbersTracking the year’s most important mobile stories and figures15 50% $
  4. 4. 01 4 A MOBILE TIMELINE Mobile stories in Vietnam and the world in 2014
  5. 5. 5 JAN FEB MAR Plays a huge impact on indie games and clone games $900 million is the price for Viber Believing that virtual reality is the next big thing after mobile Retweeted 3.3 million times, sponsored by Samsung $7.1 billion $22 billion makes WhatsApp the most expensive chat app in history Flappy Bird phenomenon Rakuten buys Viber Facebook buys whatsApp Facebook buys Oculus Rift Oscar Selfie Candy Crush mobile game maker IPO A lot of successful titles are released through out this year Mobile game surge in Vietnam
  6. 6. 6 APR Google Glass Explore Edition availble to buy Though the glass is considered 2014 fascinating failure Apple buys Beats Audio It remains unclear how Beats will play in iDevice in the future Apple introduces Swift A new developer platform for iOS and iOS X WeChat subjects to censorship from authorities 84% of mobile internet users in China using WeChat each month Samsung and Apple Call patent truce outside US Heartbleed security flaw Hits a billion smartphone users Amazon unveils Fire Phone Apple unveils iOS 8 Google releases Android Wear First smartphone from Amazon Android-based OS for smartwatch and smartwear device MAY JUN
  7. 7. 7 JUL Facebook removes messaging from main app The first non-Google app hit 1 billion installs on Google Play. It reaches 500 million users by the end of 2014 Apple unveils Apple watch and iPhone 6+ Apple’s first smartwatch and phablet Google releases SDK for Cardboard Vietnam’s first social network for mobile gaming Virtual reality glasses made from cardboard for Android users onClan, a Vietnamese social network for mobile gaming AUG SEP
  8. 8. 8 Google rolls out Android L and Material Design Vietnam exports the first online mobile game Microsoft drops Nokia brand for Lumia Captain Strike, the first Vietnamese online mobile game exported to global market OCT Microsoft surprises the market Vietnam’s number one chat app with free Office for iPad Reaches the milestone of 20 million users Vietnam gets its first mobile carrier’s chat app Vinaphone releases chat app VietTalk NOV DEC
  9. 9. 9 02 MARKET SNAPSHOT2014’s most important mobile figures in Vietnam
  10. 10. 10 14,000 15,000 apps Source: Appota, VNG, IDC, TechinAsia Source: Appota AndroidiOS 22,000,000+Smartphone user base Smartphone penetration 23.25% Mobile developers DEVICE190M+ downloads 41% 59% 56% 44%
  11. 11. Although iOS has seen many issues and security breach in the late 2014, iOS 8 market share is increasing. Vietnamese users do not care so much about such a fuss but having themselves the latest Apple devices. By the end of 2014, Kitkat surpassed JB to become the most used mobile OS. The latest Android OS, Lollipop has much higher penetration rate compared to Kitkat’s after the first 3 months, 16% to 5% accordingly. Android smartphone/tablet ratio is much more stable compared to that in iOS. In the last quarter of 2014, iPhone 4 users have slightly increased because of the price drop in almost all mobile stores in the country. Growth of Android Device share Growth of iOS DEVICE Q2/2013 Q1/2014 Q2/2014 Q3/2014 Q4/2014 100% 80 60 40 20 0 Other ICS JB Kitkat Lollipop 70% 60% 50% 40% 30% 20% 10% 0% Q2/2013 Q1/2014 Q2/2014 Q3/2014 Q4/2014 iPhone 4 Tablet iPhone 5 iPod 100% 50% 0% Q2/2013 Q1/2014 Q2/2014 Q3/2014 Q4/2014 Smartphone Tablet Android 11 Q2/2013 Q1/2014 Q2/2014 Q3/2014 Q4/2014 100% 80 60 40 20 0 iOS 5.x iOS 6.x iOS 7.x iOS 8.x iOS
  12. 12. BEHAVIOUR 3G USAGE 3G connection by operators Wifi connection by ISP 12 AndroidiOS 19,700,000+3G users Viettel 70% 60% Mobiphone 20% 27% Vinaphone 10% 13% Viettel 3G is the most popular operators for 3G connection on smartphone. Interestingly, iPhone users have a tendency to use more Mobiphone 3G than their Android counterparts. However, total 3G traffic only accounts for 16% of total mobile connection traffic. 25% 19% 39% FPT VNPT Viettel 1% VDC Source: Q3/2014 Ministry of Communication and Information Source: Q4/2014 Appota
  13. 13. BEHAVIOUR WHICH DEVICES ARE USED TO PLAY GAMES DOWNLOADS BY CATEGORIES MOBILE GAMING ACTIVITIES DURING THE DAY Smartphone/tablet usage in playing games by users As percentage of total games, apps downloads in 2014 Activities by average CCU 13 00:00 02:00 04:00 06:00 08:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00 23:59 play game download app late night past midnight noon early afternoon early evening evening 91% 09% Android 73% 27% iOS Smartphone is major device for mobile gaming. In terms of tablet gaming, iPads are more favourite than Android tablets. One fourth of iDevice users play games on their iPad while only 9% of Android users play games on tablet. Games are the most downloaded contents on smartphone, accounting for 58% of total downloads, increased by 10% compared to same quarter last year. Most of mobile gamers play games in the evening, around 8pm - 11pm. After midnight is usually time for hard core players. During day time, mobile gaming activities are less than downloading games and apps. 27% Other Entertainment Game 15% 58%
  14. 14. The outlook for 2015Anticipated mobile trends in 201515 50% $
  15. 15. 15 MESSAGING WAR RAGE ON Messaging apps heat up in 2014. Globally, WhatsApp is the fastest growing chat app and also has the biggest registered users, cap at 700M users and is closing in on its 1 billion users. LINE follows at 2nd place with 560M and Facebook Messenger gets 3rd place with 500M users. Messaging apps users growth In Vietnam, until the end of 2014, Zalo reached the milestone of 22,000,000 registered users, become the most popular chat app in Vietnam. Vinaphone became the first mobile operator to release its own chat app named VietTalk, after a long tiring battle with OTT providers. The outcome is yet to be seen, however, it will be worth to see whether the tide turn between operators and OTT providers in the coming year. 22,000,000users 0 100m 200m 300m 400m 500m 600m 700m 800m WeChat LINE Kakao Zalo WhatsApp Viber 700M 560M LINE 450M 500M 438M
  16. 16. Source: Industries websites $250M $600M $700M $600M Launched 01/2015 12/2014 12/2014 12/2014 01/2015 16 TAXI BOOKING BATTLE HEAT UP Similar to chat apps, taxi booking apps are also drawn in OTT battle. In Vietnam, Grab Taxi and Uber, up to the moment, are the most popular taxi booking apps. Though both have just recenty entered the market, the government has struggled in applying regulations toward this new business model. It is rumored that a new taxi booking app is under development by Ho Chi Minh City Department of Transportation, will go head on with other foreign counterparts, though it will take some time for the app to roll out, it is now noticable that government starts to take mobile business seriously. Major investment deal in taxi booking apps in Asia in Q4/2014
  17. 17. 17 2014 has witnessed the surge of mobile games in Vietnam. In terms of casual, after Flappy Bird, many titles has also gained success and was recognized in global market. Some names include: School Cheater from Buoi Studio, Jump Jump from M.D Studo, Ninja Revenge from Divmob,... and a lot more. Online mobile games also saw a new movement when Vietnamese studios start- ed exporting their games outside Vietnam. Captain Strike from JOY and Magic Stamp from AVA are the first to do so. Compared to others markets in region, although Vietnam stands at 3rd place in games revenue growth, after Indonesia and Thailand, its mobile games segment is the fastest growing in Southeast Asia, seeing an impressive annual growth rate of 87.7% According to Newzoo, mobile games revenues in Vietnam will reach $161.6M in 2017, accounted for more than half of all domestic games revenues. EXPLOSIVE MOBILE GAME GROWTH $14M $36.5M $67.4M $106.1M $161.6M 2013 2014 2015 2016 2017 Growth of mobile games In revenues 2013-2017 Some succesful casual game titles in 2014 Source: Newzoo
  18. 18. 18 MORE ONLINE GAMES GOING GLOBAL Studios and mobile game developers catch the rising tide in bringing their games outside Vietnam. Things are going well for casual games and indie developers, however, online mobile game studios are still hesitate due to the challenges in operational cost and market. He also stated that Vietnamese online mobile games are as good as other regional competitors’. If studios are confident enough to make good games, no copy-cat, then there is no worry to not give it a try. According to Le Giang Anh, CEO of JOY Entertainment - Captain Strike’s game maker, E-sport has a high chance to be the trend for gMO this year. E-sport game is easy to play, more populous, fits with wider gamer taste and therefore, safer to publish than other genres. 1,000,000 Downloads 3Top Free App on AppStore and Google Play in countries After the first 3 months “There are not many challenges bringing online game to global market. The whole points are quality and content. Meaning, if your product is user-oriented and different to others, then go for it! Do not become a copy cat, there’s always better clones than yours.” CEO JOY Entertainment LE GIANG ANH Later 2014, JOY Entertainment are the first to publish their games in Southeast Asia and have received good feedbacks from the market. Since there are proven case studies, more studios will be bold enough to bring their online games outside Vietnam.
  19. 19. 19 WINDOWS PHONE MIGHT BE A CONSIDERATION FOR 2015 Small traction for success Windows phone’s market share is much smaller than iOS’s and Android’s. Although the OS is attracting more users, resulted in the increasing demand of Windows Phone gamers, the traction is not big enough to become fruitful for developers. In 2014, developers took little to no interest in making games for platforms other than iOS and Android. A more worrying issue for Windows Phone is slow update. Developers are not updating the Windows Phone app as frequently as the iOS or Android counterparts, leading to apps still on their first or second update. Windows 10 It will be interesting to see how Microsoft plans to make Windows 10 work as a single, unified OS that works across all phones, tablets and PCs. It is expected that Windows 10 might just help to turn the tide in Microsoft’s favour, then developer’s. In conclusion, Windows Phone proved even less success in 2014 than 2013, however it is still a growing entity that mobile game publishers should consider to tap into. In Vietnam market, Mong Vo Lam, and Dai Minh Chu,… are the first online games to go live on Windows Phone platform.
  20. 20. 20 RETAILERS AND BRANDS CARE FOR THEIR MOBILE WEB AND APPS Brands use mobile apps for their marketing campaign.. Retailers use apps to promote sales, and do customer service. Either way, mobile is growing its “mobile first” impact in business, regardless of industry. Some recognized campaing using mobile apps: Selfie to Self V, Castrol Drive on, Unilever Clear, My Kool Vietnam,.. Brands and retailers have plenty of option to make their specialized apps. One of the recommended method and also the most effective is through outsourcing platform such as: or which are the most common one in Vietnam. Retailes and brands go back to basic. They will care more for their mobile web and apps. “2014 is considered to be the starting year of mobile marketing campaign. At Smarties Award 2014, MMA has received over 70 campaigns. There was many that show the mobile potential in creativity and connectivity, name a few: Selfie to Self-V,   Castrol-Drive On, Unilever-Clear - My Kool Vietnam,… Based on needs, brands usually make mobile app to work on certain campaigns. The purposes vary from branding, promoting new product, customer servicing, or acquring new users. For brands and corporate, mobile apps are targeted to their customers, providing them updated product info, promotion events.The final purpose it to build the “loyalty” program. This strategy can be seen as an effective long term method to increase engaging brand. Number of specialized mobile apps are indeed to grow in 2015 together with the growing campaign utilize mobile.” COUNTRY DIRECTOR MOBILE MARKETING ASSOCIATION VIETNAM PHAN BICH TAM Some specialize mobile app from brands
  21. 21. Mobile directoryAll the names you need to know for mobile publishing and mobile business in Vietnam 15 50% $
  23. 23. About Appota Appota is Vietnam’s number-one mobile content distribution platform that allows developers and game publishers to effectively distribute their content to the largest smartphone communities in South-East Asia (where Vietnam currently accounts for 17 million users). The company has partnered with over 10,000 developers and advertisers worldwide, including NHN, Kakao, Line, Metaps, InMobi, VNG, VTC Online and FPT Online to bring highly localized content to end users. Contact us Email: Tel: 04-3 519 1616 Follow us: /appota /appota /appota