VietNamNet Bridge – The businessmen at the 2013 CMO Vietnam, the marketing communication forum, held in HCM City some days ago, all noted the inevitable move of the society’s life towards Internet and Mobile.
The supporting factors
Vietnam in recent years has been witnessing the so called “smart phone boom” with the sharp increase in the number of products hitting the market and the diversification of the products. Smart phones have been used not only by high income earners but also by the people with medium income levels thanks to the low cost models marketed by Samsung, Nokia or LG.
Analysts have commented that it’s getting easier than ever to use smart phones nowadays. A report of Thegioididong.com, the biggest mobile phone distribution chain in Vietnam, showed that while smart phones only amounted to 12 percent of the total mobile phones sold in the first months of 2012, the figure rose to 30 percent at the end of the year, while it is expected to continue increasing in 2013.
The analysts have also pointed out that mobile phones have become the most favorite communication channel for Vietnamese, who have discovered that personal computers and laptops cannot have the large coverage like mobile phones.
A survey of InMobile showed that 35 percent of Vietnamese think mobile phone is the favorite communication channel which would develop strongly in the time to come. The declines of other traditional communication channels such as print newspaper and radio (to 25 percent), TV(25 percent) and laptop (18 percent) have also led to the rise of mobile phones as the favorite communication channel.
In the past, 3G networks were only developed in big cities and urban areas, which made it really difficult to access Internet through mobile phones. However, things have changed. With 3G and GPRS services reaching out to all localities nationwide, it’s now much easier and more convenient to access to Internet anytime and anywhere.
Mobile ad market prospers
The efforts of the giant Facebook to renovate the interface are obviously aim to facilitate the mobile ad Brand Page. While the searching on websites has decreased, the Google searching on mobile devices has been increasing rapidly.
Yahoo has announced that it would make heavy investments on the mobile ad market in Vietnam.
All these factors are believed to prompt businesses to budget more money on mobile ads instead of the online ads on personal computers and laptops.
A recent market survey has found out that Vietnamese now tend to search information about products via mobile devices before going shopping. Therefore, the ad messages through mobile devices would play a very important role in consumers’ shopping decisions.
A report released in February 2013 showed that 75 percent polled consumers receive information about new products through mobile devices, while 59 percent of the people using mobile phones to surf on Internet would accept mobile ads like the way they accepted ads through TVs or Internet. Especially, 80 percent of consumers say they intend to buy goods through mobile in the next 12 months.
Having realized the high effectives of mobile ads, in Vietnam, a lot of well-known brands such as Ford, Heineken, Tiger, Vietnam Airlines, VietjetAir, Sony, Piaggio, Sanyo, VPBank, Vietinbank have chosen the new type of ads. Meanwhile, some ad firms have joined the mobile ads market, including Admicro, belonging to VC Corp.
TBKTVN