3. A young population
Male Vietnam 2005 Female
80+
75 - 79
70 - 74
Vietnam’s 65 - 69
future consumer 60 - 64
55 - 59
base is huge
50 - 54
45 - 49
40 - 44
35 - 39
30 - 34
25 - 29
20 - 24
15 - 19
10 - 14
5-9
0-4
General Economy: Population
Source: U.S. Central Bureau, International Data Base
58% of Vietnam’s population is under 30 years old
Vietnam’s consumption days are still ahead
3 VietCycle ‘06
4. SEC Scale
The emergence of A = US $1,001 +
B = US $1,000 - 501
an urban middle class C = US $500 - 351
D = US $350 - 251
E = US $250 - 151
F = US $150 below
2006 21 55 24
2003 14 36 50
2001 12 32 56
1999 7 31 62
0% 20% 40% 60% 80% 100%
SEC AB SEC CD SEC EF
Monthly declared household income
The majority in Hanoi & HCMC now belong to the middle class
Source: TNS VietCyle – N = 2000 Urban
4 VietCycle ‘06
6. Surfing the web
2006 53 47
2005 45 55
2004 40 60
2001 28 72
0% 20% 40% 60% 80% 100%
Have used the internet Not yet
Internet user-ship has reached over 50% in urban Vietnam
Source: TNS VietCyle – N = 2000 Urban 6 VietCycle ‘06
7. Internet & e-mail ownership
Personal email in - home penetration
n=2,000 81 16 21
non 1email account 2 email account 2 Plus emails
Internet subscribed at home
n=1,014 28 19 53
Have subscribed Intend to subscribe internet at Not intend to subscribe
internet at home home in the next 12 months internet at home
Teen Internet usage
n=401 84 16
Have used the internet Not yet
Urban Vietnamese are becoming cyber-connected
Source: TNS VietCyle – N = 2000 Urban 7 VietCycle ‘06
8. In-home computer penetration
by City & Income
All, n=2000 56 42 21
45% in-home computer ownership
HCMC, n=600 48 46 4 2
Hanoi, n=600 55 44 1
0
Danang, n=400 54 44 20
Cantho, n=400 70 28 11
SEC AB, n=346 29 63 6 2
SEC CD, n=1060 53 44 21
SEC EF, n=594 76 24 0
None 1 computer 2 computers > 2 computers
In home computer penetration is driven
by HCMC (52%)and AB incomes (71%)
Base: All respondents 8 VietCycle ‘06
9. Technology embracers
100
84
80 74
68
58
60 53
49
40
40
26 24
21 22
20 17 16
1 1
0
1999 2004 2006
DVD Player Plat screen TV Personal computer Mobile phone Video disk VCD
PC’s & mobile phones are reaching half of the population
Source: TNS VietCyle – N = 2000 Urban 9 VietCycle ‘06
11. Mobile phone ownership – by Income
Nearly a half of urban Vietnamese currently own a mobile phone
14% intend to purchase in the next 12 months
All, n=2000 45 14 41
Income is the single largest driver of mobile phone ownership,
with 2/3rds of all wealthy consumers already owning handsets
64 9 28
SEC AB, n=346
50 14 36
SEC CD, n=1060
26 16 58
SEC EF, n=594
Owner Prospect Rejecter
Base: All respondents 11 VietCycle ‘06
12. Handset brand used most often
Nokia is the leader in total market. However, the market is becoming
much more competitive, as due to new entrants and other factors
LG
S-Fone 1.0%
Citi phone 1.3% Others
Sony Ericsson / 2.0% 3.4%
Ericsson
4.9%
Motorola
11.3%
Nokia
Samsung 56.8%
Brands 2003 2004 2006
19.3%
Nokia 71% 69% 57%
Samsung 7% 15% 19%
Motorola 9% 4% 11%
Base: Mobile owners only
12 VietCycle ‘06
13. 4 reasons to choose current brand
– Next brand - by income
Purchasing behavior is changing amongst the wealthier consumers
Current Next
Insight on Next brand
Brand Brand
Good looks / attractive 38% 46% Attractiveness will really attract
Lots of features 38% 40% Features remain essential
Value for money will become a
Good value for money 38% 20%
non issue for these consumers
31% 29% Reliability & Quality
Reliable / high quality
remain important
Significantly different to average, or to the average of other breaks within the same group
Base: Mobile owners only
13 VietCycle ‘06
14. Network used most often
At present Mobifone has half of the market of users
Others
2.4%
S-Fone
6.1%
Viettel
16.6%
Mobifone
50.0%
Vinaphone
24.9%
Base: Mobile owners only 14 VietCycle ‘06
15. Synopsis
Mobile phone ownership is growing steadily, (20 – 45 yr olds)
Ownership should double by 2010
Payment terms will become more post-paid
Brand share will continue to shift
Features & looks will drive high end sales
Price will be key for the emerging middle class
Hygiene factors will now longer be part of the consideration set
Thus, understanding consumer needs such as
Aspirations VietCycle 2006__________
•N = 2,000 Face to face Interviews
Brand values •Hanoi / HCMC / Danang / Can Tho
•Conducted every 18 months since 1998
Price sensitivities •Trend data available
Features and sex appeal
15 VietCycle ‘06
17. Introduction
TNS conducts around 500 focus group discussions a
year and close to 600 in depth interviews across
Vietnam
We talk to a range of people from kids, to
students, to housewives, to mums of different
aged children, to young working males to the
older generation
They share with us their dreams,
aspirations, attitudes and behaviour
Following is some snapshot analysis on the
following:
What advantages does technology bring?
How are brands assessed?
Purchase decision factors
Summary of implications to you…
17 VietCycle ‘06
18. What advantages does technology bring?
Convenience
For daily needs, communication
Entertainment “It’s a necessity”
Business
Symbolic/image indicator
Technology is fundamental to daily life,
especially for communication “We are able to know a
Both business and entertainment is
becoming more reliant on technology person's status and wealth
Methods of access to products and via his /her handphone”
services merging/changing
Greater automation
Desire for technology to further “I can use it to show
deliver my social status and
The image aspects of technology continue personality”
to grow, with hand phones a key image
symbol…brands that can cater to this will
win…
18 VietCycle ‘06
19. Assessing brands
One of the common exercises we do with
consumers is to ask them to group different
brands together…, eg. technology brands,
computer brands, TV brands, mobile phone
brands, service providers, printer brands,
camera brands
They tell us the different reasons they
group certain brands together
In the presentation we looked at the
segmentation themes of:
The broad category dimensions
Image cues
Advertising and promotions
Technology
Fashion and design cues
19 VietCycle ‘06
20. Purchase decision factors
$
Authenticity seal
Functionality, value
Quality
Durability
Design WORD OF MOUTH
Advertising & Promotions “Even though my
preference might lie
somewhere else, I have to
The implication… choose the price that fits
Pricing is critical to get right… my pocket at the moment”
Authenticity needs to be obvious and
easily discernible…
Word of mouth is critical to “Most manufacturers are delivering
leverage…
Take care of above and below the line the same good quality of their
Quality is fundamental; take care to products nowadays, so function is
ensure differentiation and triggers to of the most importance to me”
purchase on other variables…
20 VietCycle ‘06
22. We check the pulse of people shaping
the future of your market:
through males and females,
aged 15-45 years old,
all socio-economic classes,
4 major Vietnam cities
22 VietCycle ‘06
23. The hierarchical model of future influence
Curiosity and Advocacy Characteristics
Influential Uninfluential
Early Adopters Laggards
New Consumers Understanding how these
(Informed, Active) leading consumers are
Future Shapers
different to the rest gives
us a glimpse of future
opportunities
Future Makers
Today Consumers
Yesterday Consumers
(Uninformed, Passive)
Old Consumers Yesteryear Consumers
23 VietCycle ‘06
25. The future shapers want
Good looks
Good friends
Good time
25 VietCycle ‘06
26. The needs have not changed
Acceptance
Understanding
Fun
26 VietCycle ‘06
27. But the “enablers” have changed
Hang-out places
Handset brands
The Internet
Digital cameras
MP3 players
Music
Personal care items
Shoes and clothing
Motorbike, toys and games
Etc.
27 VietCycle ‘06
28. Future shapers are sustaining the growth
of most handset brands
Brand Used Most Often
52
Nokia
57
21
Samsung
19
14
Motorola
11
Sony Ericsson / 6
Ericsson 5
1
LG
1
1
SK Sky
0
1
S-Fone Future Shapers The Rest
1
Base: Mobile owners only
VietCycle 2006 28 VietCycle ‘06
29. Handset brands are means of self-expression; sms-
ing a language, graphics and tones add fun.
Future shapers appear insensitive about price.
Reasons for Choosing a Handset Brand
All Future
The Rest
Shapers
Good looks/ attractive 38% 41% 38%
Lots of features 38% 39% 38%
Good value for money 38% 29% 39%
Reliable/ high quality 31% 28% 31%
Durable/ long lasting 30% 24% 31%
Easy to use 27% 19% 28%
Good promotion 18% 10% 19%
Small size 18% 25% 17%
Modern 16% 17% 16%
Nice/ unique color 11% 15% 11%
Base: Mobile owners only
VietCycle 2006 29 VietCycle ‘06
30. Future shapers tend to look at what’s new
in the market
Service Provider Used Most Often
49
Mobifone
50
22
Viettel
16
20
Vinaphone
25
9
S Fone
6
Cityphone Hanoi
2
Cityphone HCMC
0.5
E-Mobile/ EVN
Telecoms 0.3 Future Shapers The Rest
Base: Mobile owners only
VietCycle 2006 30 VietCycle ‘06
31. The reasons are still fundamental - coverage, price,
call quality; but the savvy ones demand
sophistication
Again, the future shapers are willing to cash it in
Reasons for Choosing a Service Provider
All Future
The Rest
Shapers
Superior coverage 78% 79% 78%
More competitive charges/ cheaper 49% 42% 50%
Superior reception/clarity 45% 45% 45%
A good promotion/ deal/ offer 35% 29% 36%
Good customer service/ reliable 34% 36% 34%
Popular in the market 16% 11% 16%
More services/ applications/ features 10% 15% 9%
My friends/ family are on this network 10% 11% 10%
Better security 8% 13% 8%
Get the handset for free/ subsidized 8% 5% 8%
Base: Mobile owners only
VietCycle 2006 31 VietCycle ‘06
33. What is a Panel?
– basic ingredients
We take a population of individuals / households
We then take a representative sample
..and record their purchasing
behaviour on a regular basis...
33 VietCycle ‘06
34. TNS Telecoms panel
is a
syndicated Tracking tool
mobile phone marketplace
To To understand
identify market consumer
trends behaviour
Expected launch in Vietnam Q1/07
34 VietCycle ‘06
35. TNS Worldpanel Telecoms
How is the information collected?
End consumer
Fast & Accurate
N = 5,000 + Interviewed every
consumers 2 weeks, with
weekly information updated
every 4/8 weeks
4 key Urban Cities
Representative of the
Vietnam population,
Full Demographic split
36 VietCycle ‘06
36. TNS Worldpanel Telecoms
Information collected: the consumer
Marital
Status
Social
Age
Grade
THE CONSUMER
Gender Employment
Status
Presence of Region
Children
37 VietCycle ‘06
37. TNS Worldpanel Telecoms
Information collected: the phone
measurement of change over time
Ownership Purchasing / replacement
Handset ownership handsets (what, where, why,
Age of the handset, purchase place price)
Brand network (churn) what
Model where why price
Network
Prepaid vs Contract
Bills
Airtime Monthly expenditure
Call costs fixed / mobile
Usage (number of users) network
Voice, SMS, MMS, GPRS
National, International
38 VietCycle ‘06
39. TNS Worldpanel Telecoms
Important things to remember
sample
only not doesn’t
counts census account for
active business
handsets spend
frequent
robust
updated
sample
every
size
4/8 weeks
great at User friendly
Data
identifying delivery
trends
40 VietCycle ‘06