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VIETNAM MOBILE INTERNET 2014 – 
A focus in smartphone game and comparison 
to Chinese market (Short Version) 
Andy Nguyen ...
Vietnam: A Quick Look At End of 2013 
2 
92.5M 
Population 
36.1M 
Internet Users 
20M 
Active Facebook Users 
134M 
Activ...
What Changed In The Last 2 Years 
May-2012 
May-2014 
Number of smartphones 6M 22M 
Number of OTT users WeChat + LINE < 1M...
Number of Smartphone User in Vietnam 
Vietnam 
Mobile 
Game 
Market 
125% growth, reached 18M at the end of 2013!!! Expect...
Similar Pattern With China 
Vietnam 
Mobile 
Game 
Market 
The growth of smartphone users in Vietnam is very similar to th...
6 
3G Mobile Subscriber in Vietnam 
38.1% 
30.7% 
28.5% 
2.7% 
MobiFone 
Vie3el 
VinaPhone 
VietnamMobile 
12.75M 
3G mobi...
Country 
3G 
Data 
Plan 
Price 
Japan 
53$US 
(unlimited 
packet 
– 
So:bank) 
China 
56$US 
(9GB 
packet 
– 
China 
Unico...
8 
Where are 3G Mobile Internet Users? 
Most 3G mobile internet users are 
concentrated in Ha Noi, Ho Chi Minh. 
Considera...
15.5M, 
70.5% 
2.1M, 
9.5% 
3.3M, 
14.8% 
1.2M, 
5.2% 
Android 
iOS 
Windows 
Phone 
Others 
(source: Mwork, May-2014) 
9 ...
(source: 
IDC) 
$702 
$710 
$686 
$650 
$657 
$441 
$380 
$320 
$276 
$254 
800 
700 
600 
500 
400 
300 
200 
100 
0 
201...
11 
Number of New Sold Devices 
in Aug-2013. Among them, 65.7% of that are Android. Windows 
Phone comes second with 19.5%...
(source: 
Appota) 
12 
Waves of Cheap Android Smartphone 
Since Feb-2014, Nokia started to sell Nokia X of Android OS at 
...
61.2% 
5.2% 
13.5% 
15.5% 
4.6% 
Jelly 
Bean 
KitKat 
Ice 
Scream 
Sandwitch 
GingerBread 
Others 
(source: 
Appota, 
Dec-...
(source: 
Appota) 
7.7% 
32.3% 
5.5% 
11.7% 
29.4% 
13.4% 
iOS 
7.1 
iOS 
7.0.4 
iOS 
6.0.X 
iOS 
5.1.X 
iOS 
6.1.X 
Other...
Mobile Game Market 
15
Vietnam Mobile Game Market 
Vietnam 
Mobile 
Game 
Market 
120% 
100% 
80% 
60% 
40% 
20% 
16 
Vietnam Mobile Game Market ...
Vietnam Mobile Game Market 
Vietnam 
Mobile 
Game 
Market 
The main drive-force of the expansion of mobile game market is ...
253 
220 
291 
60 
120 
210 
0 
100 
200 
300 
400 
500 
600 
2014 
(e) 
2013 
2012 
PC 
Mobile 
(mil 
USD) 
18 
PC vs Mob...
The same story happens in China. In 2014, it is forecasted that more than 85% of mobile 
game revenue are from smartphone ...
Game Publishers and New Tittles 
Vietnam 
Mobile 
Game 
Market 
The market is growing but so the number of tittles. Not ea...
21 
Major Mobile Gaming Companies
It may amaze you but until May-2014, 23.6% of mobile games 
revenue, including both feature phone and smartphone tittles, ...
4. Au Mobile - VTC 
3. Au Mobile – VTC Mobile 
Avatar HD – TeaMobi 
3. goPET – MECorp 
23 
Top 5 Casual Games By Revenue 
...
2. Kiếm Hiệp – VTC 3. Hán Mạt 
4. Tinh Binh – MC Corp 
24 
Top 5 SLG 
By Peak Monthly Revenue 
1. Mộng Hiệp Khách 
5. Tam ...
2. Mãnh Tướng - CMN 3. Liên Minh Anh Hùng- VNG 
Đại 
Minh 
Chủ 
-­‐ 
Emobi 
4. Ngọc Rồng Online - SSGroup 
25 
Top 5 Card ...
3. Liên Minh Tiền Sử - Savi Game 
2. Vua Hải Tặc 
4. Kết Giới - SGen 
5. Anh Hùng Xạ Điêu – SSGroup 
26 
Top 5 Turn-based ...
2. Thiên Thần Truyện – ME Corp 3. Mãnh Thú – ME Corp 
4. Ải Mỹ Nhân - Mobvista 
27 
Top 5 MMORPG 
By Peak Monthly Revenue ...
BigKool 
ZingPlay 
iWin 
Trà Chanh Quán - VMG 
28 
Hit Tittles: Board/Card Games 
Trà Chanh Quán 
Beme
• Background 
in 
IT 
• Studied 
and 
lived 
in 
Japan 
before 
coming 
back 
to 
Vietnam 
in 
2010 
• Worked 
as 
Venture...
30 
Disclosure 
This presentation relies on data and insight from a wide range of sources including 
public and private co...
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Mobile internet - vietnam - 2014

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A brief version of Vietnam Mobile Internet, focusing in mobile gaming with a comparison to China market that is presented by Mworks VN.

note : vietnam has coming to 20m smartphones and projected mobile gaming revenue is looking at about 200m annually and subjected to grow at a fast pace with the fast adoption of smartphones. maybe looking at 10% YoY growth

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Mobile internet - vietnam - 2014

  1. 1. VIETNAM MOBILE INTERNET 2014 – A focus in smartphone game and comparison to Chinese market (Short Version) Andy Nguyen Talked in Vietnam Mobile Day 2014 The full version will be available at h3p://mwork.vn/report a:er 9:00 am, 17 July 2014 1
  2. 2. Vietnam: A Quick Look At End of 2013 2 92.5M Population 36.1M Internet Users 20M Active Facebook Users 134M Active Mobile Subscription Ranked 13 of 228 countries Penetration rate 39% Facebook Penetration 21.6% Mobile Subscription Penetration 145% 18M Smartphone Users Smartphone Penetration 19.5%
  3. 3. What Changed In The Last 2 Years May-2012 May-2014 Number of smartphones 6M 22M Number of OTT users WeChat + LINE < 1M Zalo, LINE, Viber > 10M Smartphone games publishers Less than 10 At least 50 Smartphone game market size Less than $1M monthly More than $10M monthly 3 Within 2 years, the number of devices has grown almost 4 folds. So has grown rapidly OTT applications and smartphone games market.
  4. 4. Number of Smartphone User in Vietnam Vietnam Mobile Game Market 125% growth, reached 18M at the end of 2013!!! Expected to reach 28M with 56% growth at the end of 2014. The growing speed is likely to slow down in following years as it has 4 1.5 5 8 18 28 32 35 233% 38 60% 125% 56% 14% 9% 9% 40 35 30 25 20 15 10 5 0 2010 2011 2012 2013 2014 2015 2016 2017 Number of smartphone user yoy growth rate (mil users) covered most accessible and affordable users.
  5. 5. Similar Pattern With China Vietnam Mobile Game Market The growth of smartphone users in Vietnam is very similar to the pattern of China but only 2 year later!!! Cheap Android devices provided by domestic brands has been the drive-force in 5 80 209 China. The same in Vietnam now. 382 416 466 509 549 161% 592 83% 9% 12% 9% 8% 8% 700 600 500 400 300 200 100 0 2010 2011 2012 2013 2014 2015 2016 2017 Number of smartphone user Y-­‐o-­‐y growth rate (mil users) (Source: eMarketer 2014)
  6. 6. 6 3G Mobile Subscriber in Vietnam 38.1% 30.7% 28.5% 2.7% MobiFone Vie3el VinaPhone VietnamMobile 12.75M 3G mobile subscribers who actually used bandwidth in July-2013 MobiFone has the biggest share with 38.1% Source: Vietnam Information and Telecommunication Ministry, July-2013
  7. 7. Country 3G Data Plan Price Japan 53$US (unlimited packet – So:bank) China 56$US (9GB packet – China Unicom) Indonesia 25$US (3GB packet, speed-­‐max 1Mbps) Thailand 52$US (10GB packet, speed-­‐max 384Kpbs, TrueMove) Vietnam 10$US (3GB fast + no extra fee + speed-­‐max 8Mbps, Vie3el) 7 3G Data Plan Comparison 3G Data Plan in Vietnam is much cheaper than other countries. The speed is 10-20X times higher than neighbor countries like Indonesia and Thailand. A good condition for mobile internet service to prosper.
  8. 8. 8 Where are 3G Mobile Internet Users? Most 3G mobile internet users are concentrated in Ha Noi, Ho Chi Minh. Considerable number of them are in 2-tier cities in Delta-river zone and Mekong-river zones and Da Nang. A small amount of users from small cities and town across the coast. Source: opensignal.com
  9. 9. 15.5M, 70.5% 2.1M, 9.5% 3.3M, 14.8% 1.2M, 5.2% Android iOS Windows Phone Others (source: Mwork, May-2014) 9 What Kind Of Smartphone Devices? 70.5% is Android until May-2014. Android takes the majority for existing active smartphones in Vietnam. Second is iOS and Windows Phone come next. It is not surprise if Android will maintain or increase its share in coming years.
  10. 10. (source: IDC) $702 $710 $686 $650 $657 $441 $380 $320 $276 $254 800 700 600 500 400 300 200 100 0 2010 2011 2012 2013 2014(e) iOS Android 10 Android Is Cheaper and Cheaper The average sold price of a new Android device has steadily decreased toward $200-$250 zone while iOS maintain at $650- $700. No wonder why so many Android!!! 2.6X Android is cheaper than iPhone
  11. 11. 11 Number of New Sold Devices in Aug-2013. Among them, 65.7% of that are Android. Windows Phone comes second with 19.5%. ASHA of NOKIA stills has its share but declining softly. Source: gfk 2013 586K new sold
  12. 12. (source: Appota) 12 Waves of Cheap Android Smartphone Since Feb-2014, Nokia started to sell Nokia X of Android OS at superbly affordable price in Vietnam. Very well sold. Samsung, LG, Asus, HTC … also have new Android models with the price lower than $130. 120$ Popular cheap Androids LG Opdmus L1 II Samsung Galaxy Y Asus ZenFone 4 HTC Desire 200 Samsung Galaxy Trend Lite Mobel S58
  13. 13. 61.2% 5.2% 13.5% 15.5% 4.6% Jelly Bean KitKat Ice Scream Sandwitch GingerBread Others (source: Appota, Dec-­‐2013) 13 Android Devices by OS Version 61.2% of existing Android devices are Jelly Bean until Dec-2013
  14. 14. (source: Appota) 7.7% 32.3% 5.5% 11.7% 29.4% 13.4% iOS 7.1 iOS 7.0.4 iOS 6.0.X iOS 5.1.X iOS 6.1.X Others 14 iPhone Devices by OS Version 32.3% of existing iOS devices are iOS 7.0.4 until Dec-2013
  15. 15. Mobile Game Market 15
  16. 16. Vietnam Mobile Game Market Vietnam Mobile Game Market 120% 100% 80% 60% 40% 20% 16 Vietnam Mobile Game Market will reach $210M at the end of 2014, grow 75% comparing to previous year. The growing speed will decrease in following years and reach $410M in 2017. $210M (mil USD) 20 60 120 210 310 360 410 50% 100% 75% 48% 16% 14% 0% 450 400 350 300 250 200 150 100 50 -­‐ 2011 2012 2013 2014(e) 2015(e) 2016(e) 2017(e) Market Size yoy growth rate in 2014 (source: Mwork)
  17. 17. Vietnam Mobile Game Market Vietnam Mobile Game Market The main drive-force of the expansion of mobile game market is smartphone game. In 2014, 79% of the market share is forecast to come from smartphone. From 2015, feature phone will account for less than 10%. 120% 100% 17 (mil USD) 3% 17% 61% 79% 90% 96% 98% 80% 60% 40% 20% 0% 450 400 350 300 250 200 150 100 50 0 2011 2012 2013 2014(e) 2015(e) 2016(e) 2017(e) Feature Phone Smartphone Smartphone Percentage 79% are from smartphone game in 2014 (source: Mwork)
  18. 18. 253 220 291 60 120 210 0 100 200 300 400 500 600 2014 (e) 2013 2012 PC Mobile (mil USD) 18 PC vs Mobile Games Market Thank to its rapid growing, mobile games market in 2014 will almost equal to PC-based game market in term of market size in 2012. (source: Mwork, Casual Connect Asia 2014)
  19. 19. The same story happens in China. In 2014, it is forecasted that more than 85% of mobile game revenue are from smartphone games. The growth rate peaked itself in 2013 with 73% growth rate and gradually decrease toward 11% per year in 2017. 19 Mobile Game Market: the case of China 785 946 721 497 304 160 80 128 321 1,474 2,869 4,263 5,160 5,801 39% 73% 53% 36% 16% 11% 7,000 6,000 5,000 4,000 3,000 2,000 1,000 -­‐ 2011 2012 2013 2014(e) 2015(e) 2016(e) 2017(e) Feature phone game revenue Smartphone game revenue yoy growth rate (mil USD) (source: iResearch 2013)
  20. 20. Game Publishers and New Tittles Vietnam Mobile Game Market The market is growing but so the number of tittles. Not easy game for all but the winners are promised to get big enough rewards. The number of local game publishers does not increases much, instead there will be the joining of foreign company who directly publish to Vietnam market from overseas. 20 4 10 50 60 15 30 150 250 300 250 200 150 100 50 0 2011 2012 2013 2014 (e) Number of local game publishers Number of new game d3les (source: Mwork) 250 new game tittles will be published in 2014
  21. 21. 21 Major Mobile Gaming Companies
  22. 22. It may amaze you but until May-2014, 23.6% of mobile games revenue, including both feature phone and smartphone tittles, is for casual games. As characteristic of casual games, even though ARPU is lower, it can reach to a larger set of player. Avatar, Mobi Army, Audition Mobile, Ten Ten and iGa contribute almost 70% of the sector. Card & Board games hold the second big part with 24.3%. Card battles games are promising to increase its share in 2014. 22 Market Share by Genre 3.8% 31.2% 11.3% 17.3% 23.4% 4.3% 8.7% 23.6% 6.1% 15.4% 17.8% 6.6% 24.3% 6.3% 35% 30% 25% 20% 15% 10% 5% 0% Casual Card Ba3le SLG MMORPG Turn based RPG Card & Board Others China Vietnam 23.6% for casual games
  23. 23. 4. Au Mobile - VTC 3. Au Mobile – VTC Mobile Avatar HD – TeaMobi 3. goPET – MECorp 23 Top 5 Casual Games By Revenue By Peak Monthly Revenue 2. Mobi Army - TeaMobi 1. Avatar - TeaMobi 5. Teen Teen – VTC
  24. 24. 2. Kiếm Hiệp – VTC 3. Hán Mạt 4. Tinh Binh – MC Corp 24 Top 5 SLG By Peak Monthly Revenue 1. Mộng Hiệp Khách 5. Tam Quốc Chibi
  25. 25. 2. Mãnh Tướng - CMN 3. Liên Minh Anh Hùng- VNG Đại Minh Chủ -­‐ Emobi 4. Ngọc Rồng Online - SSGroup 25 Top 5 Card Battle By Peak Monthly Revenue 1. Đại Minh Chủ - EMobi 5. Dota Card - SGen
  26. 26. 3. Liên Minh Tiền Sử - Savi Game 2. Vua Hải Tặc 4. Kết Giới - SGen 5. Anh Hùng Xạ Điêu – SSGroup 26 Top 5 Turn-based RPG By Peak Monthly Revenue 1. Phong Vân Truyền Kỳ - CMN
  27. 27. 2. Thiên Thần Truyện – ME Corp 3. Mãnh Thú – ME Corp 4. Ải Mỹ Nhân - Mobvista 27 Top 5 MMORPG By Peak Monthly Revenue 1. Ngộ Không Truyền Kỳ – SohaGame 5. Thiên Địa Quyết – CMN & Wasabi
  28. 28. BigKool ZingPlay iWin Trà Chanh Quán - VMG 28 Hit Tittles: Board/Card Games Trà Chanh Quán Beme
  29. 29. • Background in IT • Studied and lived in Japan before coming back to Vietnam in 2010 • Worked as Venture Capitalist in CyberAgent Ventures in Hanoi • Currently, working in Mwork • Love SNS, mobile games (Elves Realm, Mãnh Tướng, Flappy Bird.. Like), dog Andy Nguyen Mwork Corp Co-­‐founder, VP of Investment andy@mwork.vn 29 A little bit about me
  30. 30. 30 Disclosure This presentation relies on data and insight from a wide range of sources including public and private companies, announced news, market research firms and government agencies. We cite specific sources where data are public. The presentation also use non-public information and insight gained from external and internal experts of mWork. We publish the report on an annual basis, but on occasion will release updated report to highlight new trends. We would like to express my appreciation to Dung Tran, Marty Nguyen and Hoan Do, my colleagues in mWork by giving advices, providing data or helping to prepare the material. mWork, founded in 2012, is currently the hottest growing start-up in Vietnam, is currently a leading mobile internet group based in Vietnam, having many subsidiaries which are actively playing and leading in mobile internet related sector including mobile affiliate network (mwork.vn), mobile online payment (1pay.vn), game publishing (Wasabi JSC), game development (Tofu Studio), offline mobile shop synchronization platform (AppSync.vn), reward platform (gimi.vn).

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