Chiến lược Mar Mix 3G Viettel

8/7/2019 Chin lc Mar Mix 3G Viettel

1/37

ti: Chin lc Marketing Mix mng 3G ca Viettel.

A.C S L LUN

I. Khi nim Marketing Mix-Marketing Mix l s phi hp cc bin s Marketing m doanh nghip c th kim sot c to ra s p ng cn thit trong th trng mc tiu,nh gip doanh nghip t c mctiu ra.-Cc bin s Marketing bao gm:sn phm(Product),gi c (Price), phn phi (Place),xc tin(Promotion) thng c gi l 4P.

II. Cc thnh phn ca Marketing Mix

1.

Sn phm:L thnh phn c bn nht trong Marketing mix. c th l sn phm hu hnh ca cng tya ra th trng,bao gm cht lng sn phm,hnh dng thit k, c tnh,bao b v nhnhiu.Sn phm cng bao gm kha cnh v hnh nh cc hnh thc dch v giao hang,sacha,hun luyn,

2. Gi:

L thnh phn khng km phn quan trng trong Marketing mix bao gm gi bn s,bn l,chitkhu,gim gi,tn dng.Gi phi tng xng vi gi tr nhn c ca khch hang v c kh

nng cnh tranh.

1. Phn phi:

L mt thnh phn ch yu trong marketing mix. cng l nhng hot ng lm cho snphm c th tip cn vi khch hang mc tiu.Cng ty phi hiu r,tuyn chn v lien kt nhngnh trung gian cung cp sn phm n th trng mc tiu mt cch c hiu qu nht.

2. Xc tin:

Thnh phn th t ny gm nhiu hot ng dung thong t v thc y sn phm n th

trng mc tiu.Cng ty phi thit lp nhng chng trnh nh qung co ,khuyn mi,quan hcng chng,Marketing trc tip.Cng ty cng phi tuyn m,hun luyn v ng vin i ngbn hang.

Cn lu rng,trn quan im ca ngi bn 4P l nhng cng c Marketing tc ng n ngimua.Trn quan im ngi mua,mi cng c Marketing c thit k cung cp li ch chokhch hang.V vy,cng ty mun chin thng trn th trng phi p ng nhu cu ca khch


2/37

hang mt cch c hiu qu bng cc sn phm v gi c hp l,to tin li cho khch hang vphi c cch thong t thch hp

III. Cc yu t nh hng n Marketing mixMarketing mix khng c khun mu chung no cho mi trng hp m n thay i theo cc yut nh hng nh:

- V tr uy tn ca doanh nghip trn th trng : nu doanh nghip chim lnh c thphn cao th lc khng cn tn nhiu chi ph cho cc hot ng xc tin nhng vnbn c hng

- Yu t sn phm :sn phm khc nhau phi c cch bn hang,xc tin khc nhau.Do doanh nghip phi thit k h thng phn phi v s dng cc cng c xc tin khcnhau..

- Th trng : tu thuc vo kh nng mua hang ca tng th trng m doing nghip phic Marketing mix khc nhau.V d sc mua ca th trng thnh th cao hn sc mua vng su,vng xa.V vy,Marketing mix cho sn phm cc th trng phi khcnhau.

- Giai on chu k sng sn phm : mi giai on ca chu k sng sn phm c c imkhc nhau nn cn c Marketing mix khc nhau.

IV. Cc nguyn tc ca Marketing mix.

- Phi c kt gn b Marketing mix vi mi trng ca doanh nghip.- Phi c kt gn b Marketing mix vi tim lc ca doanh nghip.

- Phi cn i liu lng v phi hp cht ch cc yu t Marketing mix vi nhau.- Phi c kt gn b Marketing mix theo thi gian.

B.THC TRNG MARKETING MIX 3G CA VIETTEL.I. Gii thiu cng ty vin thng Viettel v mng 3G.

1. Cng ty vin thng Viettel.

a) Lch s pht trin:Cng ty Vin thng Viettel (Viettel Telecom) trc thuc Tng Cng ty Vin thng Qun

i Viettel c thnh lp ngy 05/4/2007, trn c s st nhp cc Cng ty Internet Viettel, inthoi c nh Viettel v in thoi di ng Viettel.

Vi mc tiu tr thnh nh cung cp dch v vin thng hng u Vit Nam, ViettelTelecom lun coi s sng to v tin phong l nhng kim ch nam hnh ng. khng ch l stin phong v mt cng ngh m cn l s sng to trong trit l kinh doanh, thu hiu v thamn nhu cu ca khch hng nh slogan say it your way.


3/37

n nay, Viettel Telecom ghi c nhng du n quan trng v c mt v th lntrn th trng cng nh trong s la chn ca nhng Qu khch hng thn thit:

- Dch v in thoi ng di trong nc v quc t 178 trin khai khp 64/64tnh, thnh ph c nc v hu khp cc quc gia, cc vng lnh th trn th gii.

- Dch v in thoi c nh, dch v Internetph cp rng ri n mi tng lp dn

c, vng min t nc vi hn 1,5 triu thu bao.- Dch v in thoi di ng vt con s 20 triu thu bao, tr thnh nh cung cpdch v in thoi di ng s 1 ti Vit Nam.

Vietnam Report va cng b bng xp hng VNR500 (danh sch top 500 doanh nghipln nht Vit Nam nm 2009). Kt qu ny da trn s liu doanh thu ca cc doanh nghip tnhn 31/12/2008. Qu trnh nghin cu v nh gi hon ton c lp theo chun mc quc t vis t vn ca cc chuyn gia trong v ngoi nc c bit c GS John Quelch, Ph hiu trngTrng Kinh Doanh Harvard.Theo cng b, Tng Cng ty Vin thng Qun i (VIETTEL) nm trong top 10 doanh nghipng u. Nh vy, so vi nm 2008, Viettel nhy 8 bc (t th 17 ln th 9. Doanh thu nm2008, Viettel t 33.000 t ng, vt hn 30% k hoch t ra v tr thnh nm th t lin tip,

kt qu sn xut kinh doanh tng gp i nm trc. Cng theo nh gi ny, Viettel v 9 doanhnghip khc thuc nhm 10 doanh nghip dn u Vit Nam u tiu ch lt vo Top 1.000doanh nghip ln nht th gii xp hng theo doanh thu ca Fortune 1.000./.Vi lch s pht trin nh trn, ta c th khng nh Viettel l mt trong nhng thng hiu hngu trong lnh vc vin thong trong v ngoi nc.b) Trit l kinh doanh.

_Tin phong, t ph trong lnh vc ng dng cng ngh hin i, sng to a ra cc giiphp nhm to ra sn phm, dch v mi, cht lng cao, vi gi cc ph hp p ng nhu cuv quyn c la chn ca khch hng.

_ Lun quan tm, lng nghe khch hng nh nhng c th ring bit cng h to ra ccsn phm, dch v ngy cng hon ho.

_ Nn tng cho mt doanh nghip pht trin l x hi. VIETTEL cam kt ti u t li cho xhi thng qua vic gn kt cc hot ng sn xut kinh doanh vi cc hot ng x hi, hotng nhn o.

_ Sn sng hp tc, chia s vi cc i tc kinh doanh cng pht trin.

c) Quan im pht trin._ Kt hp cht ch kinh t vi quc phng._ Pht trin c nh hng v ch trng u t c s h tng.

_ Pht trin nhanh, lin tc ci cch n nh.

_ Kinh doanh nh hng vo nhu cu th trng.

_ Ly con ngi l yu t ch o pht trin.

d) Mt s dch v hin c ca Viettel.

_ Mobile: I-music, Thng bo cuc gi nh MCA, Daily News, Data( GPRS/ EDGE), I-mail, chuyn tin I- share, ng tin, Yahoo SMS Messenger, web surf..

_ Internet: ADSL, 3G


4/37

_ in thoi c nh: VoIP 178, Homephone.

2. Th no l mng 3G?_ Mng 3G (Third-generation technology) l th h th ba ca chun cng ngh in

thoi di ng, cho php truyn c d liu thoi v d liu ngoi thoi (ti d liu, gi email,tinnhn nhanh, hnh nh...). 3G cung cp c hai h thng l chuyn mch gi v chuyn mch knh.H thng 3G yu cu mt mng truy cp radio hon ton khc so vi h thng 2G hin nay.im mnh ca cng ngh ny so vi cng ngh 2G v 2.5G l cho php truyn, nhn cc dliu, m thanh, hnh nh cht lng cao cho c thu bao c nh v thu bao ang di chuyn cc tc khc nhau. Vi cng ngh 3G, cc nh cung cp c th mang n cho khch hng ccdch v a phng tin, nh m nhc cht lng cao; hnh nh video cht lng v truyn hnhs; Cc dch v nh v ton cu (GPS); E-mail;video streaming; High-ends games;...

Vi cc u im vt tri nh vy, 3G ang dn chim u th hn so vi mng c dy. Vinhng ngi thng xuyn phi di chuyn, c bit l v cc vng nng thn th qu tht, 3G ls la chn s 1.

3. Tnh hnh s dng mng 3G.a) Trn th gii._ Quc gia u tin a mng 3G vo s dng rng ri l Nht Bn. Vo nm 2001,

NTT Docomo l cng ty u tin ra mt phin bn thng mi ca mng W-CDMA. Nm 2003dch v 3G bt u c mt ti chu u. Ti chu Phi, mng 3G c gii thiu u tin Marcvo cui thng 3 nm 2007bi Cng ty Wana.

_ Th gii c xp x 3,7 t ngi s dng in thoi di ng, trong s lng thubao h tng GSM l 3,06 t thu bao, s cn li chia u trn cc mng thuc CDMA v 3G.Theo hng nghin cu th trng Wireless Intelligence, kt ni bng thng rng di ng ton cu tng trn 850% t qu I/2007 n qu I/2008, ch yu l nh s pht trin ca cng ngh 3G(EV-DO v HSPA).

HSPA gip thc y tng trng doanh thu d liu di ng n 46,1% v tng trng doanhthu bng thng rng di ng 205% trong na u ca nm ti chnh 2007-2008, ng HughBradlow, gim c cng ngh ca hng vin thng Teltra (Australia) nhn xt.Ngy nay, th gii c hn 760 triu thu bao trn cc mng 3G. Tng trng ca cc thu baobng thng rng 3G ang bng n. Theo hng phn tch Strategy Analyt-ics d bo, nm 2012,3G s chim 92% th trng bng thng rng di ng, trong khi th phn dnh cho WiMAX ch5%.
http://vi.wikipedia.org/wiki/%C4%90i%E1%BB%87n_tho%E1%BA%A1i_di_%C4%91%E1%BB%99nghttp://vi.wikipedia.org/wiki/%C4%90i%E1%BB%87n_tho%E1%BA%A1i_di_%C4%91%E1%BB%99nghttp://vi.wikipedia.org/wiki/Emailhttp://vi.wikipedia.org/wiki/Tin_nh%E1%BA%AFn_nhanhhttp://vi.wikipedia.org/wiki/Tin_nh%E1%BA%AFn_nhanhhttp://vi.wikipedia.org/wiki/W-CDMAhttp://vi.wikipedia.org/wiki/Ch%C3%A2u_%C3%82uhttp://vi.wikipedia.org/wiki/Ch%C3%A2u_Phihttp://vi.wikipedia.org/wiki/Mar%E1%BB%91chttp://vi.wikipedia.org/wiki/2007http://vi.wikipedia.org/wiki/%C4%90i%E1%BB%87n_tho%E1%BA%A1i_di_%C4%91%E1%BB%99nghttp://vi.wikipedia.org/wiki/%C4%90i%E1%BB%87n_tho%E1%BA%A1i_di_%C4%91%E1%BB%99nghttp://vi.wikipedia.org/wiki/Emailhttp://vi.wikipedia.org/wiki/Tin_nh%E1%BA%AFn_nhanhhttp://vi.wikipedia.org/wiki/Tin_nh%E1%BA%AFn_nhanhhttp://vi.wikipedia.org/wiki/W-CDMAhttp://vi.wikipedia.org/wiki/Ch%C3%A2u_%C3%82uhttp://vi.wikipedia.org/wiki/Ch%C3%A2u_Phihttp://vi.wikipedia.org/wiki/Mar%E1%BB%91chttp://vi.wikipedia.org/wiki/2007


5/37

b) Trong nc.

* Ti Vit Nam:

S ngi quan tm ti 3G tng mnh vo cui nm 2009 u 2010 a Vit Nam tr thnhnc m 3G nht th gii.y l kt lun da trn kho st d liu thc t t Google Trend Website thng k, so snhcc t kho c tm kim trn Google.Di y l nhng d liu bit ni cho thy ngi Vit say m vi 3G n mc no. Cc sliu ny cng chng t mt iu: Vit Nam ang tr thnh th trng c bit tim nng cho ccnh cung cp dch v mng, thit b u cui cng nh cc dch v gi tr gia tng trn nn 3G.

Trong nm 2009, s lng tm kim 3G ca Vit Nam xp th 2 th gii, ch ng sau TrungQuc vi mc chnh lch khng ng k.

Tuy nhin, n thi im hin ti, Vit Nam vn ln tr thnh quc gia tm kim 3G nhiunht trn th gii, xt theo ton b khong thi gian t nm 2004 n nay.

Tm kim 3G t nm 2004 n nay.
http://viettelonline.com/3g-viettel/gioi-thieu-dich-vu-3g-viettelhttp://viettelonline.com/3g-viettel/gioi-thieu-dich-vu-3g-viettelhttp://viettelonline.com/3g-viettel/gioi-thieu-dich-vu-3g-viettelhttp://viettelonline.com/3g-viettel/gioi-thieu-dich-vu-3g-viettelhttp://viettelonline.com/3g-viettel/gioi-thieu-dich-vu-3g-viettelhttp://viettelonline.com/3g-viettel/gioi-thieu-dich-vu-3g-viettelhttp://viettelonline.com/3g-viettel/gioi-thieu-dich-vu-3g-viettelhttp://viettelonline.com/wp-content/uploads/21.jpghttp://viettelonline.com/3g-viettel/gioi-thieu-dich-vu-3g-viettelhttp://viettelonline.com/3g-viettel/gioi-thieu-dich-vu-3g-viettelhttp://viettelonline.com/3g-viettel/gioi-thieu-dich-vu-3g-viettelhttp://viettelonline.com/3g-viettel/gioi-thieu-dich-vu-3g-viettelhttp://viettelonline.com/3g-viettel/gioi-thieu-dich-vu-3g-viettelhttp://viettelonline.com/3g-viettel/gioi-thieu-dich-vu-3g-viettelhttp://viettelonline.com/3g-viettel/gioi-thieu-dich-vu-3g-viettel


6/37

C c iu ny l do nhng thng cui nm 2009 u 2010, s ngi tm kim 3G ti VitNam tng t bin so vi cc nc khc.

Tm kim 3G trong nm t u nm 2010 n nay.

Nm 2008 v nhng nm trc , Vit Nam cn cha c tn trn bn 3G ca th gii.

Ti Vit Nam, 3 nh mng cnh tranh mng 3G gay gt nht l Viettel, Mobiphone, Vinaphone.

*3G ca Viettel:25/3/2010, Viettel chnh thc khai trng mng 3G sau thi gian th nghim, chm hnVinaPhone, Mobifone nhng ph sng 63 tnh thnh. Hng lp t v a vo s dng 8.000trm pht sng, gp 1,5 ln so vi cam kt a ra khi cam kt cung cp.Vi s trm ln nht trong s cc nh mng ra mt 3G, Viettel ph sng ti tn trung tmhuyn, x ca 63 tnh, thnh ph c nc.Cng vi khai trng sng 3G, Viettel cng chnh thc gii thiu cc dch v, trong 3 dch v

c bn gm Video Call, truy cp Internet cho di ng v Internet cho my tnh. Ngoi ra, hngcng ra mt cc dch v ti nhc, xem TV, chi game trn cng ngh ny.

T l thu bao 3G ca cc mng Vit Nam trong thi gian gn y.

Mc d khai trng mng 3G sau, nhng hin Viettel c c t l lng thu bao l 31%,
http://viettelonline.com/3g-viettel/gioi-thieu-dich-vu-3g-viettelhttp://viettelonline.com/3g-viettel/gioi-thieu-dich-vu-3g-viettelhttp://viettelonline.com/3g-viettel/gioi-thieu-dich-vu-3g-viettelhttp://viettelonline.com/3g-viettel/gioi-thieu-dich-vu-3g-viettelhttp://viettelonline.com/3g-viettel/gioi-thieu-dich-vu-3g-viettelhttp://viettelonline.com/3g-viettel/gioi-thieu-dich-vu-3g-viettel


7/37

ng th 2 ch sau Vinaphone ( Nh cung cp mng 3G u tin ti Vit Nam), iu ny chothy tim nng rt ln ca Viettel trong lnh vc ny.

Quy m rng hn, dch v a dng hn, tc nhanh v n nh hn chnh l nhng l dodn n xu hng dng mng 3G ca Viettel ch khng phi ca cc nh mng khc.

II. Thc trng Marketing Mix mng 3G ca Viettel.

1. Sn phm.

a) c tnh.

Tc truy cp internet vt tri ln n 14.4Mbps. Vi u th tc vt trica cng ngh HSDPA 3.5G, dch v 3G Viettel gip khch hang tn hng s thoi mim thoi Video Call, lt Web, nghe nhc, chi game online v nhiu dch v tin chkhc. Tip ni truyn thng ph sng ton din, su v rng c Viettel trit thchin vi mng 2G, Viettel cam kt mang n cho khch hng mt mng 3G vi vng phsng rng v n nh nht, s dng tin dng vi chi ph hp l nht.

b) Logo.

Logo l mt biu tng kinh doanh ca doanh nghip, tng ch o trong kinh doanhca doanh nghip thng gn lin vi ngha ca logo.

C th d dng nhn thy logo 3G ca Viettel sc s, ni tri hn hn so vi hai i thng gm l Mobiphone v Vinaphone.

3G Vinaphone 3G Viettel3G Mobiphone

Ngay chnh gia logo, ch 3G mu xanh- mu tng trng ca qun i ni bt ln trnnn hnh trn trng. Hai ng cong ch G l s cch iu ca du ngoc kp, th hins trn trng. Nu bn trn trng cu ni ca ai , bn s trch dn n trong du ngockp. iu cng c ngha, Viettel quan tm v trn trng tng nhu cu c nhn ca cckhch hng.


8/37

Nhng mu sc ta ra t nn ch 3G xanh ging nh nhng cnh tay, th hin mc tiuvn rng khp ni, em cng ngh n mi ngi, mi nh.

Bng vic nhn mnh nhiu mu sc, th hin multimedia, Viettel ang c gng hngkhch hng ch n tc vt tri ca sn phm, v ch c ng truyn tc caomi truy cp c multimedia. Nh vy, bng nhng ha tit xung quanh, Viettel angha hn: nu c phc v, Viettel s em li rt nhiu tin ch cng nh Sc mu cucsng n cho bn.

c) Slogan.

Vi Slogan Sc mu cuc sng- Viettel th hin s quan tm, ht lng phc v cucsng cho tt c khch hng, mang n cho h cuc sng c mun mu, mun sc. 3G lmt mng kinh doanh ca Viettel, do d hng kinh doanh 3G cng theo hng ch oca Tng cng ty Viettel, l: Say it your way.

d) i tng s dng:

Vi t tng bin dch v vin thng t xa x tr thnh bnh dn, mng 3G cng khngnm ngoi trit l chung . Kinh nghim ca cc quc gia trn th gii thnh cng mng 3G, dch v truy cp internet bng rng lun c nh gi l quan trng nht ivi ngi s dng. Viettel bnh dn ha 3G bng vic thit k chnh sch gi ccthp nht, thm ch chi ph s dng data trn nn 3G cn r hn 2G: Ch cn 10.000ng/thngkhch hng c th s dng dch v Mobile Internet 3G (truy cpinternet bng in thoi di ng) mi lc mi ni. Dch v D-com 3G (truy cpinternet qua my tnh) mang n c hi truy cp internet tc cao cho khch hng vi

chi ph bt u t 30.000/thng.


9/37

Khch mi tham d l khai trng th nghim cc dch v 3GNgoi vic ton b khch hng u c hng cc dch v v ng dng th v trn nn

cng ngh 3G, Viettel cn em n c hi s dng internet tc cao cho hn 18 triu h gianh cha th s dng Internet c dy ADSL. iu ny th hin quan im ca Viettel l mng

3G cng tng t nh mng 2G c v vng ph rng v i tng s dng s khng phn bitnng thn hay thnh th, trung tm hay bin gii, hi o xa xi, ngi c thu nhp cao hay thunhp thp.

e) Cc dch v 3G hin ti ca Viettel.Thi im khai trng mng di ng 3G, Viettel cung cp cho khch hng 3 dch v c

bn gm Video Call, dch v truy nhp Internet bng rng tc cao Mobile Internet(dnh choin thoi di ng), D-com 3G (dnh cho my tnh) v 08 dch v GTGT: MobiTV, Imuzik 3G,Mclip, Vmail, Websurf, Mstore, Game, PixShare- tt c cc dch v trn u c tch hptrn Wapsite 3G.

Dch v 3G ph bin nht hin nay l video call. Video call l dch v thoi c km hnhnh, p dng cho cc thit b u cui c gn camera v mn hnh hin th, cho php ngi sdng c th nghe v thy hnh chuyn ng gn nh ngay tc th ca nhau.

Tuy nhin, ti cc nc pht trin 3G th dch v c s dng nhiu nht lI l MobileInternet, truyn hnh trc tip trn in thoi di ng (Live TV), xem phim hay nghe nhc theoyu cu (VOD / MOD).

Dch v Mobile Internet 3G l dch v truy nhp Internet trc tip t my in thoi di

ng c s dng SIMCard Viettel.- u im ca dch v Mobile Internet l hot ng trn mng 3G v vy tc truy cp gp 6ln so vi EDGE v 8 ln so vi GPRS.

Dch v D-com 3G: Dch v gip khch hng c th truy nhp Internet bng rng t mytnh thng qua thit b USB HSPA/HSDPA c gn SIM 3G Viettel. Khi s dng dch v ny,thu bao c th truy cp Internet vi tc cao qua sng di ng 3G.
http://vietteltelecom.vn/tonghop/2009/12/7522/http://vietteltelecom.vn/tonghop/2009/12/7521/http://vietteltelecom.vn/tonghop/2009/12/7521/http://vietteltelecom.vn/tonghop/2010/01/8381/http://vietteltelecom.vn/tonghop/2009/12/7527/http://vietteltelecom.vn/tonghop/2009/12/7526/http://vietteltelecom.vn/tonghop/2009/12/7531/http://vietteltelecom.vn/tonghop/2009/12/7524/http://vietteltelecom.vn/tonghop/2009/12/7524/http://vietteltelecom.vn/tonghop/2009/12/7536/http://vietteltelecom.vn/tonghop/2009/12/7532/http://vietteltelecom.vn/tonghop/2009/12/7534/http://vietteltelecom.vn/tonghop/2009/12/7522/http://vietteltelecom.vn/tonghop/2009/12/7521/http://vietteltelecom.vn/tonghop/2010/01/8381/http://vietteltelecom.vn/tonghop/2009/12/7527/http://vietteltelecom.vn/tonghop/2009/12/7526/http://vietteltelecom.vn/tonghop/2009/12/7531/http://vietteltelecom.vn/tonghop/2009/12/7524/http://vietteltelecom.vn/tonghop/2009/12/7536/http://vietteltelecom.vn/tonghop/2009/12/7532/http://vietteltelecom.vn/tonghop/2009/12/7534/


10/37

Li ch ca khch hng khi s dng dch v- Ci t kt ni Internet nhanh chng, n gin- Linh hot s dng dch v trong vng ph sng 3G/EDGE/GPRS ca Viettel.

Mclip l dch v cho php xem trc tuyn hoc ti clip v my in thoi di ng.

Vmail l dch v gi v nhn email trn in thoi di ng di hnh thc y email vng dng trn in thoi di ng (hay cn gi l Pushmail).Thng qua ng truyn data ca mng Viettel, mi khi c email mi gi n a ch th in t( ng k nhn v gi), h thng Vmail s t ng thc hin y trc tip email xung ngdng Vmail c ci t trn my in thoi di ng.Cc tnh nng c bn ca Vmail:-Nhn v gi mail qua ng dng thng qua hnh thc Push mail-Chc nng xem trc vi hu ht cc nh dng file c bn (gif, bmp, doc )-Nhn file nh km vi dung lng ti a 500KB, gi file nh km c dung lng ti a200KB

-H tr nhiu email khc nhau bao gm: Yahoo, Hotmail; Gmail, local ISP.v.v;-H tr hu ht cc my ch email c POP3/ IMAP.-H tr hu ht cc mail server c POP3/ IMAP.Cc tnh nng ni bt so vi cc sn phm tng t ca nh cung cp dch v vin thng khctrn th trng:-H tr nhn v gi mail yahoo-T ng thng bo ti di ng khi c email mi-Cho php gi, nhn email qua http://vmail.com.vn

Dch v MobiTV cho php ngi dng 3G tip cn cc phng tin gii tr cht lngcao nh xem cc knh truyn hnh trc tip (LiveTV), cc b phim hay cc video clip theo yu

cu (VOD) mi lc mi ni ch vi chic in thoi ha mng 3G. Khch hng c th s dngdch v thng qua hai phng thc l qua trang WAP ca dch v hay qua ng dng Client cci t trc tip trn in thoi.Cc tnh nng c bn ca dch v bao gm:-Xem cc knh truyn hnh c sc trong nc v nc ngoi.-Xem video theo yu cu vi ni dung phong ph thuc cc lnh vc khc nhau nh ca nhc, this, hi hc, phim-Xem lch pht sng ca cc knh trong h thng-Qun l knh yu thch-ng k/Hy ng k dch v, cc knh c sc nng cao.

Mstore l mt kho ng dng dnh cho in thoi di ng c cung cp bi Viettel.Khch hng c th truy cp vo trang web/wap www.mstore.vn hoc www.mstore.com.vn tmy tnh hoc in thoi di ng xem, ti v gi tng cc ng dng.

Dch v Imuzik 3G l dch v m nhc xy dng trn nn tng 3G gip khch hng cth nghe nhc, xem video clip, ti nguyn bi ht v in thoi (download fulltrack), ti cc onnhc ch hoc c cc tin tc m nhc trong nc v quc t ngay trn in thoi di ng camnh.
http://vmail.com.vn/http://www.mstore.vn/http://www.mstore.com.vn/http://vmail.com.vn/http://www.mstore.vn/http://www.mstore.com.vn/


11/37

Khch hng c th truy cp v s dng ngay cc tnh nng ca dch v trn wapsite:http://3g.imuzik.com.vn hoc trn ng dng c ti v v ci t trn my. Vi c 2 cch khchhng u c th:-Nghe v xem online: trc tip nghe cc ca khc hoc xem cc on video clip nhc trn inthoi m khng cn ti sn v my.

-Mua nhc trc tuyn: ti nhc nguyn bi (Fulltrack Download), ti video clip v my v tinhc ch cho cc thu bao ng k dch v nhc ch Imuzik.-Theo di tin tc cp nht trong v ngoi nc ng thi cm nhn nhng cm xc m nhc sulng.

Game online: L dch v cung cp game dnh cho in thoi di ng, cho php khchhng Viettel c th tng tc trc tip vi My ch ni dung (Server) hoc nhiu ngi chikhc thng qua kt ni 3G (t cht lng ti u) hoc EDGE/GPRS.

Websurf l gii php h tr khch hng xem hu ht cc trang web trn in thoi ding m khng lm thay i ni dung ca trang web .

Li ch dch v: Khch hng c th truy cp tt c trang web trong v ngoi nc c thit k ph hp trn cc loi mn hnh di ng m khng cn my tnh.

PixShare l dch v cho php ngi dng upload nh v video t in thoi di ng lnwebsite lu tr v chia s vi bn b, ngi thn v cng ng thng qua mt ng dng cit trn in thoi. Ngi dng c th chia s nh v video vi ngi khc thng qua tin nhnSMS v email; publish ln cc trang x hi ln nh: Facebook, YouTube, Photobucket, Picasa,Flickr, Friendster, Twitter

f) Thit b dng cho mng 3G.i cng vi s pht trin ca dch v 3G, cc thit b 3G c a vo sn xut ng lot.

Thit b di ng: Song song vi vic cung cp mng 3G, Viettel cng gii thiu 1 visn phm in thoi ca cc hng c tch hp chc nng s dng mng ny.i u trong tro lu pht trin thit b 3G l cc i gia tn tui nh Nokia, Apple,BlackBerry, Samsung, HTC, Dell, Lenovo Cc thit b di ng 3G ngoi vic s hu camera

pha trcmn hnhdnh chovideo callcn tch hprt nhiunhng tnh

nng hu chkhc. phc v chonhu cu ktnI internet

tc nhanh nht, cc nh sn xut c nhiu ci tin, bin i mt chic in thoi n thunch dng cho vic m thoi thnh mt cng c gii tr a phng tin. Smartphone l i dintiu biu cho thit b s dng cng ngh 3G.
http://3g.imuzik.com.vn/http://3g.imuzik.com.vn/


12/37

Ngoi smartphone, tablet cng l mt trong nhng thit b 3G ph bin nht. u im ca dngmy tnh bng chnh l mn hnh c ln, rt tin li cho vic duyt web.

Hai i din tiu biu cho dng my tnh bng l iPad ca Apple v Dell Stre ak. C hai thit bny u c kh nng kt ni 3G tc cao, thao tc truy cp n gin. So vi cc thit b 3G

khc nh USB 3G, th iPad v Dell Streak kt ni 3G mt m hn rt nhiu.USB 3G: Viettel nghin cu v tung ra th trng sn

phm usb 3G, phc v cho vic s dng mng 3G.

u im:

- n gin, d dng.

- Gn nh, tit kim khng gian.

- S dng c vi hu ht cc loi my tnh.

2. Gi.

Dch v Video call- Nghe v thy

Gi cc Video call ni mng bng gi cc voice call ni mng (trong thi gian th nghim,Viettel ch cung cp dch v Video call ni mng).

Chi tit cc cc dch v Video call:

Tr sau

Gi cc

Gi cc Video call trong nc

(Phng thc tnh cc: 6 giy + 1)

Ni mngNgoi mng/Quc t

Ni nhm Ngoi nhm

Basic+790 ng/pht

(79/6s u, 13,1667/ giy tip theo)

Cha n nh.

Family 495 ng/pht (49,5/5giy u tin v8,25/giy tip theo)

790 ng/pht

(79/6s u, 13,1667/


13/37

giy tip theo);

Corporate495 ng/pht (49,5/5giy u tin v8,25/giy tip theo)

790 ng/pht

(79/6s u, 13,1667/

giy tip theo)

VIP790 ng/pht (79 ng/6 giy u, 13,1667ng/giy tip theo).

(Lu : Gi cc bao gm 10% VAT)

Tr trc

Gi cc

Gi cc Video call trong nc(Phng thc tnh cc: 6 giy + 1)

Ni mng Ngoi mng/Quc

Economy1190 ng/pht (119 ng/6 giy u, 19/giytip theo)

Cha n nh.

Tomato1590 ng/pht (159 ng/6giy u, 26ng/giy tip theo)

Ciao1190 ng/pht (119 ng/6giy u, 19ng/giy tip theo)

Student1190 ng/pht(119 ng/6giy u, 19 ng/giy tip theo)

Hi School 1.190 ng/pht (119/6 giy u tin v 19/giytip theo.

Cha & Con 1190 ng/pht (119 ng/6 giy u, 19ng/giy tip theo)


14/37

Happy Zone

- Ni vng: 890 ng/pht(89 ng/6 giy u, 14 ng/giy tip theo)- Ngoi vng: 1.290 ng/pht (129 ng/6 giyu, 21 ng/giy tip theo)

- Cc ph thu 1.000/cuc

Tourist Ni mng trong nc: 2.160 ng/pht (216 ng/6 giy u, 36 ng/giy tip the

Trong khi gi cc dch v Video Call ca Vinaphone l: 1.500 ng/pht vi thu bao trsau v 2.000 ng/pht i vi thu bao tr trc.

=>Nh vy so vi gi cc video call ca Vinaphone th gi cc ca Viettel r hn, y lchin lc nhm thu ht khch hng ca Viettel.Dch v Mobile Internet 3G: l dch v truy nhp Internet trc tip t my in thoi di ng cs dng SIMCard Viettel.

- i tng s dng: Thu bao tr trc & tr sau 3G ca Viettel.

Gi cc

STTGi ccCc TB LL Min ph

(MB)

Cc lu lng

(/10 KB)i tng thu bao

Cc TB n v

1 MI 0 - - 10 Tr trc & Tr sau

2 MI 10 10.000 /thng 25 10 Tr trc & Tr sau



5 MI 12 12.000 /ngy 250 10 Tr trc & Tr sau

6 MI 80 80.000 /7ngy 1024 10 Tr trc & Tr sau


Cng ty Viettel p dng phng php nh gi phn bit vi cc gi cc khc nhau v pdng nhiu chnh sch vi tng gi cc c th nh sau:

- Vi cc gi cc: MI10, MI25, MI50, MI200 cc thu bao ti thng ha mng tnh ccthu bao c thng; Thu bao ng k dch v bao nhiu ln trong thng s tnh cc thu baothng tng ng vi s ln ng k;


15/37

- Vi cc gi cc MI12, MI80: tr cc theo chu k ngy v tun; khng bo lu dch vkhi ht chu k cc u tin. Khch hng mun tip tc s dng th phi ng k li dchv;

- Cc gi cc tr cc theo chu k ngy v tun (MI12, MI80) b gii hn lu lngmin ph theo quy nh trn.

- Trong trng hp thu bao cha s dng ht lu lng min ph ca cc gi cc ngk nhng ti khon gc 1, gc 2, khuyn mi bng 0 (thu bao tr trc) hoc b chn 1chiu do cha thanh ton cc (thu bao tr sau) ==> Thu bao vn s dng c dch vData gii hn trong lu lng cha s dng ht.

- Vi thu bao cc gi Ciao, Student, Hi School, VIP, Pushmail (BIS1, BIS2, BES1,BES2): Thu bao c bo lu tnh cht gi cc c sau khi chuyn ln 3G, ring gi PushMail cam kt (BIS2, BES1, BES 2), thu bao ch c s dng lu lng min ph l3GB/thng. Cc lu lng vt nh mc tnh theo mt mc 10/10kB.

- Thu bao c php chuyn i cc gi data sau khi chuyn ln 3G. Tuy nhin khi chuyni thu bao s mt ht lu lng min ph cha s dng ht ca cc gi c.

Bn cnh vic nh gi cho ring tng gi cc th cng ty cn p dng chng trnh khuynmi y mnh thu ht nhng khch hng tim nng, v duy tr nhng khch hng ang sdng dch v ny.

V d: Trong thng 2/2010, Viettel trin khai chng trnh khuyn mi cho cc thu bao ng kdch v 3G ca Viettel nh sau:

- Gim 50% cc ng k/dch v 3G (10.000/thng cn 5.000/thng);

- Gim 50% cc thu bao v cc lu lng vt nh mc ca cc gi Mobile Internet:MI0, MI10, MI25, MI50.

- Gim 30% cc thu bao v cc lu lng vt nh mc ca cc gi Mobile Internet:MI12, MI80, MI200.

Dch v D-com 3G- Internet cho mi ngi v mi nh:Dch v gip khch hng c th truy nhp Internet bng rng t my tnh thng qua thit b USBHSPA/HSDPA c gn SIM 3G Viettel. Khi s dng dch v ny, thu bao c th truy cpInternet vi tc cao qua sng di ng 3G.

Hin nay Viettel cung cp dch v cho 2 i tng sau:

- Khch hng s dng dch v kt ni Internet 3G di ng (khng gii hn v mt a l)

- Khch hng s dng dch v kt ni Internet 3G c nh (Gii hn trong vng a l: qun,huyn, tnh).

Gi cc: Bao gm gi thit b v cc s dng


16/37

- B KIT D-com 3G mnh gi gi 65.000, khch hng kch hot c ngay 50.000 trong tikhon gc 1; 50.000 trong ti khon khuyn mi v 30 ngy s dng.

Dch v MobiTV- Truyn hnh di ng

- Dch v MobiTV bao gm LiveTV v VOD l dch v xem truyn hnh qua my in thoi ding, cho php khch hng xem trc tip (live TV) cc knh truyn hnh quc t trong v ngoinc, cc b phim hay cc on video clip hp dn mi lc mi ni (VOD) ch vi chic inthoi ha mng 3G.

Gi cc:

Cc thu bao thng 35.000. Khch hng c xem 10h min ph.Min ph ng k gi c bn dch v MobiTV: Khch hng c php s dng 10h xem cc

knh truyn hnh thuc gi c bn (VTV1, VTV2, VTV3, H Ni 1, HTV7, HTV9, VTC1,VTC2, VTC8 (VITV), FashionTV) min ph.

- Chi ph mua thm gi s dng sau khi ht 10h min ph: 3000/h

- Chi ph xem VOD: Theo gi ca tng ni dung c th.

- Chi ph mua thm knh ngoi cc knh c bn, theo bng gi di y:BNG GI CC KNH NG K THM (ADD ON)

(p dng t ngy 01/01/2010)

TT Tn knh Gi cc

(/thng)

1 CNN

(Knh thng tin tng hp ni ting quc t)

7.000

Tn sn phmGi bn (p dng t ngy 23/7/2010)

Tr trc Tr sau

1. Gi bn b D-com 3.6Mbps 580.000 580.000

- Mnh gi b KIT/Ph dch v 65.000 65.000

- Gi USB 3.6Mbps 515.000 515.000

2. Gi bn b D-com 7.2Mbps 780.000 780.000

- Mnh gi b KIT/Ph dch v 65.000 65.000

- Gi USB 7.2Mbps 715.000 715,000


17/37

2 CNBC(Knh thng tin ti chnh, kinh t M)

5.000

3 VTC11

(knh dnh cho thiu nhi hay, hp dn)

5.000

4 VTC13 (ITV)

Knh ca nhc tng tc ca VTC

5.000

5 VTC3

(knh th thao)

5.000

6 VTC4,VTC7, VTC9, VCT10(gii tr tng hp)

3.000

7 QTV

(knh ca i truyn hnh Qung Ninh)

2.000

- Gi dch v Mobile TV ca Vinaphone l 50.000/thng

- Gi gi dch v Mobile TV ca Mobilphone

So vigi dchv

TTGi

ccGi cc(VN)

Ni dung

c im

1 GiTV 30

50.000ng/30

ngy

Live TV +VoD/MoD

Tr cc thu bao xemkhng gii hn LiveTV,xem/ti VoD/MoD trong30 ngy

2Gi

TV7

15.000ng/07

ngy

Live TV +VoD/MoD

Tr cc thu bao xemkhng gii hn LiveTV,xem/ti VoD/MoD trong 7ngy

3Gi

TV1

3.000ng/01

ngy

Live TV +

VoD/MoD

Tr cc thu bao xemkhng gii hn LiveTV,xem/ti VoD/MoD trong01 ngy


18/37

Mobile TV ca Vinaphone th Vietlel li tip tc khng nh v th ca mnh vi gi thp hn.

Dch v iMuzik 3G- Gn hn vi Th gii m nhc

Imuzik 3G l dch v m nhc xy dng trn nn tng 3G gip khch hng c th nghe nhc,

xem video clip, ti nguyn bi ht v in thoi (download fulltrack), ti cc on nhc chhoc c cc tin tc m nhc trong nc v quc t ngay trn in thoi di ng ca mnh.

Gi cc

Gi cc Cc thu bao Cc data Cc ni dung

Mc nh Khng cp dng theo gi cc data khchhng ng k.

- Nghe nhc v xemvideo: 0

- Ti fulltrack:1.000/bi (mt s nidung c bit s theogi nim yt)

- Ti VOD: theo ginim yt

- Ti nhc ch: Theo ginim yt.

Thu baothng

10.000/thng

- Min ph data khng streaming

- Min ph 3h data streaming

- Thm gi: 3.000/gi

Khi th trng c qu nhiu ngun cung cp thit b,dch v th nh mng Viettel thikhng rng buc v thit b u cui i vi khch hng. Vic hai nh mng VinaPhonev MobiFone "m" mng cho cc SIM ca mng khc cng hot ng c trn USB 3Gc gn logo ca nh mng m h bn ra cng th hin xu hng ny.iu ny cho php


19/37


20/37

khch hng c th tri nghim dch v 3G ti Tp.H Ch Minh vo ngy 10/11/2009, cc khchhng nh gi rt cao cht lng mng li 3G ca Viettel

1 s hnh nh qung co ca dch v 3G ca Viettel TP HCM:


21/37


22/37


23/37

Ti H Ni:

Ngy 25/3/2010, Tp on Vin thng Qun i chnh thc khai trng mng di ng thh th 3 vi thng ip Sc mu cuc sng. Viettel ph sng ti tn trung tm huyn v ccx ln cn ca 63 tnh, thnh ph trn c nc. Bn cnh vng ph rng, Viettel cn quan tm

u t c mt mng di ng 3G c tc cao nht.


24/37

V trng V Vin thng Phm Hng Hi chc mng Viettelnhn dp khai trng mng 3G

Vi t tng bin dch v vin thng t xa x tr thnh bnh dn, iu m Viettel thchin c khi cung cp mng di ng th h th 2 (2G), mng 3G cng khng nm ngoi trit lchung . Kinh nghim ca cc quc gia trn th gii thnh cng mng 3G, dch v truy cpinternet bng rng lun c nh gi l quan trng nht i vi ngi s dng.

Ngoi 2 thnh ph ln nht c nc th vic m rng knh phn phi 3G ca Viettel cnhng bc tin t ph nhng tnh Ty Nguyn. Vo thng 3/2010, Viettel chnh thccung cp dch v 3G trn ton quc; trong Dak Lak l 1 trong 18 tnh thnh c cung cpdch v ny u tin trong giai on u. Chi nhnh Viettel Dak Lak nhanh chng bt tay voxy dng trm pht sng 3G. Ch trong mt thi gian ngn, n nay c gn 300 trm 3G

c xy dng v pht sng. Chi nhnh cng to lp mt h thng knh phn phi rng vi13 Trung tm 13 huyn, th x, thnh ph, 3 Ca hng ti TP. Bun Ma Thut, hn 2.000 imbn v gn 400 nhn vin a bn bn hng trc tip ti cc thn, x; tng s cn b cng nhnvin ln n hn 300 ngi.

_ Ngoi ra cng ty Viettel cn m rng qui m phn phi bng vic lin kt vi nc

ngoi.

Unitel l thng hiu mi ca Cng ty Star Telecom Lin doanh gia Lao Asia Telecom vViettel (Vit Nam). Chnh thc i vo hot ng t thng 4/2008, sau hn 1 nm i vo hotng Unitel tr thnh nh khai thc vin thng hng u ti Lo. i vi dch v 3G: ht nm

2009 ph sng ti tt c cc tnh, thnh ph trn nc Lo vi s trm pht sng 3G l 200 trm,dung lng 250.000 thu bao, cung cp cc dch v kt ni Internet khng dy tc cao cho cmy in thoi di ng v my tnh. D kin nm 2010 s trm pht sng 3G s l 500 trm vc dung lng khong 600.000 thu bao.

Phn phi 3G ca Viettel trong Marketing mix l lm cho cung cu n khp vi nhau.Nhng ngi tiu dng thng phn tn theo a l, li c nhng yu cu a dng v cht lngv vy m vai tr phn phi a dch v ti ngi tiu dng c v tr rt quan trng,nm btc vai tr ny m nhng nh phn phi dch v 3G ca Viettel chim c cc mi quan hvi cc trung gian, mc chim lnh th trng ca dch v ngy cng tng, cng ty tptrung vo 2 thnh ph ln nht nc vi nhu cu ln, khng dng li cng ty cn m rngra cc tnh, thnh ph trn c nc vi nhng con s ng khinh ngc v s lng vng phsng. Khng ch dng li trong phm vi 1 nc cng ty cn hp tc vi nc ngoi. Cn c vos la chn ca khch hng, mc tiu phn phi cng nh c im th trng ,tng dch v vnng lc ca doanh nghip..... m cng ty la chn knh phn phi thch hp vi dch v ca


25/37

mnh. Phi ni l vic phn phi dch v 3G ca Viettel c nhng thnh cng ng k trongthi gian qua.

4. Xc tin.

a) Hot ng qung co:

Hot ng qung co c Viettel s dng trn rt nhiu phng tin:

_ Nhm phng tin qung co trn cc tp ch, n phm: tip th & gia nh, cc chuyn

mc qung co trn bo Tin Phong, Tui tr...

_ Nhm phng tin in t truyn thanh, truyn hnh, internet, Catalogue in t ...trong

cc phng tin in t ny th truyn hnh l tn nhiun chi ph nht nhng n li c nh hng

lan ta nhiu nht. Qua nhng video qung co mang mu sc tr trung, m thanh sng ng ph

hp vi gii tr (chnh l i tng c khi lng s dng dch v 3G ln), thng i p Sc mu

cuc sng ca dch v 3G c chuyn ti n khch hng mt cch hiu qu.

_ Nhm phng tin ngoi tri nh pan, p phch, bng hiu cng c Viettel p dng

qung co mng 3G. Cc bng hiu c t nhng ni c nhiu ngi i li nh cc ta nh

trung tm thn ph, ga tu, hai bn ung ph, vi mc ch gy ch i vi khch hng t

gy ra s t m, tin n tm hiu mng 3G do Viettel cung cp, l c s pht sinh nhu

cu,mong mun, v tin m hnh vi mua sn phm,dch v.

b) Tuyn truyn v quan h cng chng:

_ Quan h vi bo ch, cung cp nhng thng tin c gi tr cho cc phng tin li ko s

ch v dch v 3G.

_ T chc cc cuc hp bo, thc hin cc cuc phng vn, phng s qung b,gii thiu

sn phm:l vic lm em li nhiu li ch. l vic qung b sn phm rng ri cng nh emdch v n gn hn vi khch hng.

_ Tuyn truyn sn phm: cng b rng ri cc thng tin gii thiu dich v 3G


26/37

_ Viettel cng l n v thng xuyn ti tr cho cc chng trnh truyn hnh, cc hot ng

x hi...Xt trn phng din no , th c th coi nh y l cch Viettel tin li gn hn

vi mi ngi dn ( nhng khch hng trong tng lai).Cc hot ng gn y ca Viettel trong

chin lc m rng mng 3G:

_ Chiu 25/3/2010, Tp on Vin thng Qun i (Viettel) chnh thc khai trng mng di

ng th h th 3 ti 63 tnh, thnh ph, ti Bnh Dng, Chi nhnh Viettel lm l Khai

trng nhn s kin ny vi thng ip Sc mu cuc sng vi 3 nht: Vng ph rng nht -

Cht lng tt nht - Gi tt nht.

Pht biu ti l Khai trng, ng Nguyn Thnh Nhng Gim c chi nhnh Viettel cho

bit, mc d cam kt vi B TT&TT trong h s thi tuyn 3G, Viettel s lp t 5.000 trm pht

sng, nhng ngay ti thi im ny, Viettel c 8.000 trm, gp hn 1,5 ln so vi cam kt.

Vi s lng trm 3G ln nht ny, Viettel ph sng ti tn trung tm huyn v cc x lncn ca 63 tnh, thnh ph trn c nc. Viettel thc hin trit l mng li i trc, kinh

doanh theo sau. Vi quan im 3G phi tt v rng nh 2G, d kin n ht nm 2010 Viettel

s c h thng h tng ln n gn 20.000 trm BTS 3G. Bn cnh vng ph rng, Viettel cn

quan tm u t c mt mng di ng 3G c tc cao nht. Viettel trin khai HSPA trn

ton mng vi tc ti d liu trn l thuyt ln ti 14.4 Mbps download v upload ln ti 5.7

Mbps sn sng cho HSPA+ vi tc ti d liu ln n 21 Mbps.

Theo ng Nhng: Vi thng ip Sc mu cuc sng cng li th v mt mng 3G c vng

ph sng rng nht, cht lng v gi tt nht cc dch v 3G ca Viettel chc chn s mang li

s phong ph, li ch thit thc v to ln cho ngi s dng".

c) Cc chng trnh khuyn mi ca Viettel rt a dng, trong bao gm cc chng trnhgim gi nhm to iu kin khch hng tip tc c khm ph cc dch v 3G caViettel.

Mt s nhng chng trnh khuyn mi ni bt m Viettel p dng gn y: t ngy

1/1/2009 n ht ngy 31/1/2010, Cng ty Vin thng Viettel trin khai chng trnh khuyn

mi mi dnh cho cc thu bao ng k dch v 3G ca Viettel ti 38 tnh/Thnh ph ang trinkhai cung cp th nghim dch v 3G.

Theo , tt c cc cc i tng l thu bao tr trc v tr sau ng k dch v 3G

trc ngy 1/1/2010 trn a bn 38 tnh/thnh u c gim 50% cc ng k v duy tr

dch v 3G trong thng 1/2010 (10.000/thng); Gim 50% cc thu bao v cc lu lng
http://viettelonline.com/3g-viettel/gioi-thieu-dich-vu-3g-viettelhttp://viettelonline.com/http://viettelonline.com/http://viettelonline.com/3g-viettel/gioi-thieu-dich-vu-3g-viettelhttp://viettelonline.com/http://viettelonline.com/3g-viettel/gioi-thieu-dich-vu-3g-viettelhttp://viettelonline.com/3g-viettel/gioi-thieu-dich-vu-3g-viettelhttp://viettelonline.com/3g-viettel/gioi-thieu-dich-vu-3g-viettelhttp://viettelonline.com/3g-viettel/gioi-thieu-dich-vu-3g-viettelhttp://viettelonline.com/http://viettelonline.com/http://viettelonline.com/3g-viettel/gioi-thieu-dich-vu-3g-viettelhttp://viettelonline.com/http://viettelonline.com/3g-viettel/gioi-thieu-dich-vu-3g-viettelhttp://viettelonline.com/3g-viettel/gioi-thieu-dich-vu-3g-viettelhttp://viettelonline.com/3g-viettel/gioi-thieu-dich-vu-3g-viettel


27/37

vt nh mc cc gi cc dch v Mobile Internet MI0, MI10, MI50 (Cc gi Unlimited MI12

v MI300 tnh cc nh bnh thng). Chng trnh khuyn mi p dng cho c i tng ng

k mi dch v 3G t ngy 1/1/2010. Cc dch v gi tr gia tng trn nn 3G bt u tnh cc

bnh thng t ngy 01/01/2010.Chng trnh khuyn mi chnh thc c p dng t ngy

06/01/2010 31/01/2010.

c bit,Viettel cn c gi cc D-com 3G dnh cho sinh vin: (p dng t ngy

1/06/2010).Tnh nng: Gi cc D-com Sinh vin c y tnh nng ca gi cc Laptop Easy

v c thm u i sau:Min ph ha mng; Nhn i ngy s dng cho mi ln np th so vi

ngy s dng ca thu bao Laptop Easy; Cng 500MB/thng k t thng kch hot trong sut

thi gian sinh vin.

d) Bn hng c nhn:

Khch hng co th ng k s d ng mng 3G ca Viettel rt tin li, c th bng nhiu

cch thc khc nhau: ng k qua cc i l; hoc mua cc thit b ( nh USB 3G...); i vi cc

khch hng mun s dng mng 3G bng in thoi th c th ng k hoc nhn tin...cc thao

tc rt n gin, nhanh chng.

C th ng k s dng dch v 3G ca Viettel, khch hng l thu bao ang hot ng

(khng phn bit tr trc hay tr sau) ch cn son tin: 3G ON gi ti tng i 161. la chn

mng 3G trn my in thoi, khch hng thao tc nh sau: Menu >>Tools >>settings

>>Phone>>Network. Chn UMTS hoc Dual mode.

e) Marketing trc tip:

u tin phi k n catalog in t Catalog - L mt phng tin dng gii thiu sn

phm rt ph thng, c nhiu cng ty v tp on a quc gia s dng rng ri. Catalogue l

sn phm qung co tp hp nhng chi tit, thng tin gip doanh nghip h thng mt cch y

qua cung cp thng tin trc tip Qu khch hng.

Vic a dng ha cc sn phm, dch v, gip khch hng c th chn nhng tin ch thch

hp. tng khi lng s dng mng dich v 3G, Viettel a dng ha nhng sn phm, dch

v tin ch, v c trnh by chi tit trn catalog int t ca cng ty chng hn nh: nhng

dch v c bn nh dch v Video call; dch v Mobile TV+VOD (Video on Demand), Viettel

khc bit khi cung cp Dch v Imuzik 3G v Dch v Mclip.Theo , Imuzik 3G l dch v
http://viettelonline.com/adsl-viettel/cac-goi-cuoc-adsl-viettelhttp://viettelonline.com/3g-viettel/gioi-thieu-dich-vu-3g-viettelhttp://viettelonline.com/3g-viettel/gioi-thieu-dich-vu-3g-viettelhttp://viettelonline.com/3g-viettel/gioi-thieu-dich-vu-3g-viettelhttp://viettelonline.com/http://viettelonline.com/3g-viettel/gioi-thieu-dich-vu-3g-viettelhttp://viettelonline.com/3g-viettel/gioi-thieu-dich-vu-3g-viettelhttp://viettelonline.com/3g-viettel/gioi-thieu-dich-vu-3g-viettelhttp://viettelonline.com/adsl-viettel/cac-goi-cuoc-adsl-viettelhttp://viettelonline.com/3g-viettel/gioi-thieu-dich-vu-3g-viettelhttp://viettelonline.com/3g-viettel/gioi-thieu-dich-vu-3g-viettelhttp://viettelonline.com/3g-viettel/gioi-thieu-dich-vu-3g-viettelhttp://viettelonline.com/http://viettelonline.com/3g-viettel/gioi-thieu-dich-vu-3g-viettelhttp://viettelonline.com/3g-viettel/gioi-thieu-dich-vu-3g-viettel


28/37

cung cp cc ni dung lin quan n m nhc ca Viettel c xy dng trn nn tng 3G nhm

p ng trn vn nhu cu v m nhc ca ngi dng trn thit b di ng.

Vi dch v Imuzik 3G ngi s dng c th nghe trc tuyn hoc ti cc bi ht vi nh

dng MP3 v my nghe hoc s dng lm nhc ch.

i din ca Viettel tin tng rng, khi dch v 3G c cung cp chnh thc, khch hng

s l nhng ngi cm nhn r rt nht v cht lng sn phm v dch v ca Viettel vi nhng

sn phm sng to c bit mang m du n Viettel, n tng v sc mnh cng ngh 3G ca

Viettel cng nh cng tc chm sc khch hng c nng ln mt tm cao mi

Marketing trc tip trn cc knh truyn hnh, truyn thanh ,bo chi, tp ch.C th l

cc hot ng qung co hay tham gia ti tr cho cc chng trnh tuyn hnh, cc hot ng

mang ngha x hi nh cc chng trnh khuyn hc...Mt mt ca cc hot ng l mang

tnh x hi cao, gip cng ng.Mt khc, cng l cch tip cn, em sn phm, dch vm cng ty cung cp n gn hn vi khch hng.

C.GII PHP.I. nh hng pht trin mng 3G ca Viettel.

1. Bnh dn ha 3G:

K t khi cung cp dch v 3G vo thng 10/2009, Viettel a cng ngh ny n vi

ng o ngi tiu dng trong c nc. Hin, n v ny bnh dn ha 3G bng vic thit k

chnh sch gi cc thp nht, thm ch chi ph s dng data trn nn 3G cn r hn 2G.

Mt lnh o ca Viettel cho hay, d kin n ht nm 2010, dch v 3G ca n v ny

s tt nh 2G. Mc d cam kt vi B Thng tin v Truyn thng trong h s thi tuyn 3G,

Viettel s lp t 5.000 trm pht sng, nhng ngay ti thi im khai trng cch y 2 thng,

Viettel c 8.000 trm, gp hn 1,5 ln so vi cam kt.

ng Hong Sn, Gim c Cng ty Vin thng Viettel cho bit: Vi thng ip Sc mu cuc

sng cng li th v mt mng 3G c vng ph rng nht, cht lng v gi tt nht, cc dch

v 3G ca Viettel chc chn s mang li s phong ph, li ch thit thc v to ln cho ngi s

dng. Hnh nh ngi dn s dng v ng dng cc tin ch khi truy cp internet bng rng ch

nay mai thi s khng cn xa l khp mi no ng ca T quc. Gic m a Vit Nam tr

thnh mt quc gia mnh v cng ngh thng tin cha bao gi gn n th!.
http://giavang.com.vn/home/chuyen-muc/su-dunghttp://giavang.com.vn/home/chuyen-muc/su-dung


29/37

2. M rng mng li ph sng phi song song vi nng cao cht lng dch v:

Vic m rng mng li 3G phi i i vi vic khng ngng nng cao cht lng ca

mng: tc , tnh n nh.Viettel c ghi nhn l doanh nghip a ra k hoch chi tit v c

th nht, vi tham vng sau 9 thng s hon thnh vic ph sng ton quc vi 5000 trm Nodepht sng, trong nm u tin lp t 9.000 trm, tp trung ti cc tnh thnh ph ln. D kin

trong 2 nm u tin s c 5% thu bao s dng dch v 3G, tng ng 2,8 triu, sau 5 nm

t 5 triu thu bao v s t mc pht trin ti a khong 20 triu thu bao.

Trong phn gii thiu v k hoch trin khai ca Viettel, ng Tng Vit Trung, Ph Tng Gim

c Tng cng ty Viettel cho rng "3G l c hi pht trin quan trng v bng tn 2G hin nay

ca Viettel qu hp v lng thu bao ln". Tuy nhin ng Trung cng cp nhng kh

khn l k hoch trin khai kh nhanh, i hi tp trung cao, v cc ni dung cho dch v 3G vn

cha sn sng, chng hn nh cc ni dung web hin ti vn kh xem trn mn hnh di ng.

II. Phn tch im mnh, im yu.

1. im mnh.

a) Trit l kinh doanh Mng li i trc, kinh doanh theo sau.

Viettel l nh mng c mng li 3G rng nht ti Vit Nam. Trc khi cung cpchnh thc dch v, Viettel c mt giai on th nghim nhm khc phc cc liko lng trc c ca mng 3G. khi u cho vic chnh thc cung cp dch vlin lc di ng th h th 3 (3G) n hn 40 triu khch hng, Viettel trin khaivic cung cp tri nghim min ph dch v 3G ti TP.HCM. S cn thn ny gipcho Viettle c mng 3G t tc cao, t li v ph sng rng khp.

b) Bnh dn ha mng 3G:c) S kt hp hi ha gia li ch kinh doanh v li ch cng ng:

Vi v th l mt trong cc doanh nghip vin thng hng u Vit Nam, Viettel cnhng bc tin y t tin v vng chc trong cuc ua 3G. Trong k thi tuyn va qua, Viettell doanh nghip lp k lc vi nhiu "ci nht": ng th nht im s (966/1000 im), ngth nht v s tin t cc (4.500 t) v cam kt u t (13.000 t ng trong vng 3 nm utin); ng th nht v cam kt vng ph sng 3G (5000 trm, ph sng 86% dn s ngay tithi im khai trng dch v). Rt nhiu ngi bt ng v nhng con s cam kt ca Viettel.Tuy nhin, doanh nghip ny cho bit, u t cho cng ngh 3G l vic lm mang tnh chin


30/37

lc v di hn, 3G l con ng tt yu ca cc doanh nghip ang trn pht trin. Mt khc,Viettel u t c s h tng rng mang cng ngh hin i ny n vi mi vng min ca tnc v mong mun ng gp mt phn vo s pht trin kinh t - x hi

d) T tin cung cp cht lng tt nht:

p ng yu cu ny, Viettel trin khai ngay t u mng HSPA, thc cht l cngngh 3.75G tc cao nht Vit Nam hin nay vi tc download ln ti 14.4 Mbps vupload ln ti 5.7 Mbps (Vinaphone , Mobiphone trin khai s dng cng ngh HSDPA trckhi p dng HSPA). Khng ch c vy, nng lc thc t mng 3G ca Viettel u t sn sngcho tc download ln n 28 Mbps. Khi khai trng dch v, Viettel cam kt s cung cp dchv vi tc 2 Mbps cho ton quc. (Vt xa yu cu v tc dch v ca B Thng tin vTruyn thng l 384 Kbps cho thnh ph v 144 Kbps cho nng thn)

Vi vng ph sng rng nht, tnh n hin nay, Viettel c gn 6,000 trm pht sng v khichnh thc khai trng s lng trm pht sng 3G s l 10.000 trm. Nh vy, Viettel ang

trin khai mng li gp 2 ln so vi cam kt i vi B Thng tin v Truyn thng.e) T m rng th trng:

Thc t hin nay c nhiu DN p dng nhng chiu thc khuyn mi thu htkhch, nhng sau thi gian di, tt c cc mng cng lao vo khuyn mi th hiu qu km,khng bn vng l ng nhin. Trong tnh th , cc nh mng tim lc bit cch lmchic bnh th trng to hn bng cch to thm cc dch v gi tr gia tng nh dch v 3G m rng tin ch trn di ng.

Viettel thnh cng khi khai trng v cung cp dch v ti Campuchia vi mng

MetFone v mng Unitel ti Lo vi s lng thu bao ln n con s trn 2 triu. Cng vivic m rng th trng ra khi bin gii quc gia a tn tui Viettel tr thnh thng hiuquc t. Thng 6.2009, Viettel ot gii Nh cung cp dch v ca nm ti th trng mi ni tiICT Awards Chu Thi Bnh Dng do Frost & Sullivan bnh chn. c bit hn, thng11.2009, Viettel vt qua DN ca 116 nc ang pht trin m gii thng uy tn v danhgi nht ca lng truyn thng th gii (WCA) vi danh hiu Nh cung cp dch v vin thngtt nht th gii ti cc nc ang pht trin.

Theo nh gi ca Wireless Intelligence, tnh n ht qu II/2009, Viettel ng th 36/746 nhcung cp dch v vin thng trn th gii xt theo s lng thu bao. Viettel cng l 1 trong 10DN ln nht ca Vit Nam nm 2009, tiu ch lt vo Top 1.000 DN ln nht th gii xp

hng theo doanh thu ca Fortune 1.000.2. im yu:

a) Ra mt sau 2 nh cung cp mng ln Vinaphone, Mobiphone:

Sau nhng xt duyt nghim tc, B Thng tin v Truyn thng chn ra nhng gngmt sng gi nht gi vng. C 4 giy php trin khai 3G chnh thc s c trao cho 4 nh


31/37

mng ln l Viettel, VinaPhone, MobiFone v lin danh Hanoi Telecom - EVN. Cuc ua ginhgiy php 3G khp li cng l lc cuc chin phn tranh th phn sp sa c y ln cao trocng thi im vi s hi hp ca ngi dng ang ch i nhng mn n u tin trn bntic 3G vn lu nay c qung b l y nhng sn ho hi v.

Chnh trong cuc chy ua ginh giy php 3G, nh mng qun i ny v ch vi s imgn nh tuyt i. V trn thc t, vi tim lc ti chnh, s lng thu bao ln (trong c rtnhiu khch hng tr tui - i tng khch hng tim nng ca 3G), Viettel c nhn nh trthnh i th ng gm cho cc nh mng khc trong cuc chy ua ginh th phn.Th nhngViettel li khai trng mng 3G sau Vinaphone v Mobiphone.Chnh iu ny gy nhiu khkhn cho Viettel trong cuc chin cnh tranh th phn mng 3G sau ny.

Trc ht ni v Vinaphone, Mobiphone l nhng ngi i u trong vic cung cp mng 3G,vi u th n u chc chn s ginh c mt lng thu bao ln ng k bao gm nhmkhch hng sn c ca nh mng v nhm khch hng bn ngoi thch s dng cng nghmi.Bn cnh nhng khuyn mi gim gi cc trong thi gian di, 2 nh mng ln ny cn ch

trng vo phn tip th qung co.V mt ny, Vinaphone c bit thnh cng hn nh vo ccon clip kh n tng.on clip ban u rt n gin vi hnh nh ch 3G c nhn hang hut so vui ti.Tip theo l on clip c rt nhiu nhn vt t em b nng thn,nggi cho n anh nhn vin vn phng, hc sinh, sinh vin u hut so .Tuy nhin, iu khinngi ta nh nht l bi on nhc vui, d bt chc v c bit l mi ln hut so theo mthanh nghe rt vui tai v d chu. Hn Vinaphone v cc nh lm qung co rt mt lng mtd khi iu nhc hut so quen thuc tr thnh im nhn v l l do m mi khi nghe iunhc y u , mi ngi on lin ngay Vinaphone mc d khng trc tip xem TV.

Theo mt s kin ca khch hng khi s dng mng 3G, cht lng mng cn km ,sng yuv vic tnh cc sai ... lm nhiu khch hng chn nn vi vic s dng mng 3G . iu ny

lm cho nhm khch hng ang mun s dng mng 3G phi n o suy ngh trc khi ngk ,dn n vic cnh tranh v s lng thu bao 3G cng gay gt hn gia cc nh mng.Trongcuc chin hu 3G, chiu thc gim gi cc khng cn hiu qu m vic khng ngng nngcao, ci thin cht lng l iu c bn cc nh cung cp mng c th thnh cng,chim lnhc th trng.M t c iu th chi ph b ra sa cha , nng cp h thng mngs rt nhiu tin. V vy, l ngi theo sau nn Viettel khng th nm ngoi v khng chu nhhng ca bi cnh th trng nh trn

b) Cc dch v ni dung cho mng 3G cn t:

iu ny phn nh thc t, ngi s dng di ng nc ta ch yu vn l thoi v tin nhn, hch dng 3G "lt net", s t dng video call (gi in thy hnh). Tuy nhin, xt mt gc khc, l cc nh cung cp dch v di ng gm c : Vinaphone, Mobifone, EVN Telecom chkhng ring g Viettel a ra qu t dch v ni dung cho loi hnh ny, c ngha l cc ngdng trn nn cng ngh 3G cn ngho v cha sc hp dn thu ht khch hng.

c) Khch hng chy theo tro lu cng ngh mi 4G:


32/37

D 4G mi ch xut hin ri rc nhng ci bng ca n ang dn xung 3G, gy nn nhng lolng nht nh cho cc nh u t 3G trong vic thu hi vn. Khi cc nh mng 3G Vit Namngy cng tch cc khuyn khch s dng 3G th ngi dng cng phn vn cho s li thi cacng ngh ny

Trong khi mng 3G ti Vit Nam mi kinh doanh c khong 9 thng th 4G ang dn bngxung th trng. Mng 4G u tin c khai trng ti chu u do u nm. n nay, n va u thu xong 4G v chun b bc vo giai on trin khai ph sng. 3G c cho rngtng l qu ng ca cc nh mng ln chu u.Th nhng ti chu , nhiu nc, in hnhl Trung Quc v Vit Nam, lao vo khai thc rt nhit tnh vi k vng s to ra mt th giidi ng i th ba khc bit thc s.Tuy nhin, trn thc t c nhng ng nhn nht nh. Cikhc gia 3G vi 2G, hay 4G vi 3G c bn ch l tc bng thng, cn bng thng rng nyc mang n nhng g thit thc hay khng th ph thuc hon ton vo s pht trin cc dch vgi tr gia tng. Vit Nam hin nay, lng thu bao MBB v MI chim ti 85% s thu bao 3G cho thy cc dch v trn nn 3G qu ngho nn v n iu, khng hp dn c ngi tiudng.Trn thc t, tc ca dch v MBB v MI 3G ngy cng gim st. Thng tin t mt nh

mng cho bit, do s hn ch v lng thu bao 3G khin ngun thu b nh hng, nn chng cnh mng no di dt u t mnh thm m rng v tng dy ca sng 3G, v cng chngmang li hiu qu g.Thc t ny t cc nh mng ang kinh doanh 3G ti Vit Nam trc haila chn: mt l u t nh git vo 3G trnh ri ro, trong thi gian thc y thu hi vn;hai l dng u t, khoanh vng 3G li nh i vi mng 2G hin nay chun b u t ln 4G.

Nhng thng tin gn y cho thy 4G ngy cng n gn. Ngay c B Thng tin v Truynthng trong mt s cuc hp cng bn n vn ny. 3G d tc cao hn 2G, nhng thct cho thy cht chi so vi mt s dch v i hi tc cao. Nhiu nhn nh cho rng, phm vi th gii, 3G ch cn sng c 2 - 3 nm na v s rt li pha sau. Trong khi , 4Gvi cng ngh Wimax hoc LTE c tc truyn ti khi ang di chuyn ln ti 100Mb, khi c

nh c th ln ti 1Gb ang c k vng s p ng c nhng nhu cu cao hn, ch khngchp chn nh 3G, c bit l Vit Nam.

Trong khi 3G gp kh th ci bng 4G li ang dn xung khin tnh hnh cng bi t hn.n gi, vn cha c nhiu dch v 3G ti Vit Nam gii quyt c nhng vn thit thc cacuc sng.

3) So snh vi cc nh mng cung cp 3G khc.


33/37

Hin nay, mi nh mng c u th khc nhau v dch v 3G. 3G ca Viettel c ph sng rngnht, n nh kh tt tuy nhin mc cc cng t nht, 3G ca Vinaphone th cu im vi vic cung cp gi cc trn gi khng gii hn dung lng, iu ngtic l tc ti a hin ti ca Vinaphone cho php ch l 3.6Mbps v din ph sngca Vinaphone km nht trong ba nh mng.Mobifone c th ni l dung ha gia hai

nh mng trn vi mc cc r hn Viettel v ph sng tt hn Vinaphone. Chngta khng bn n Evn y v nh mng ny mi ch ph sng mng 3G n 5 tnhthnh ln cng s trm BTS t i (2,500 trm).

T u nm n nay, th trng chng kin nhiu t khuyn mi 3G rm r ca MobiFone,Viettel v VinaPhone. Nhng chng xem ra cng cha . T ngy 1/7, Viettel tip tc gimt 30 - 45% gi thit b u cui USB nhm li ko ngi tiu dng s dng dch v D-Com3G.Trong khi , MobiFone qung co rm r trn cc bo, i v mc ph 50.000 ng/thngvi u i c dng Mobile TV khng gii hn cng vi 500MB Mobile Internet 3G. Cn thubao 3G ca VinaPhone th c nghe nhc v xem video trc tuyn khng gii hn trong gi

dch v Chacha, vi mc cc ph ch c 30.000 ng/thng.

a) VinaPhone:

Nhng nm gn y, so vi ngi anh em MobiFone, VinaPhone c nhiu du hiu chng li.Tuy nhin, iu khng lm nhng ngi ng u mng ny lo lng. L nh cung cp dch vdi ng u tin ti Vit Nam, cho n thi im ny, c th ni tin u t thit b caVinaPhone c khu hao xong, vic u t vo 3G do cng s d dng hn. y cng lmng di ng c s lng thu bao trung thnh kh ln - c s VinaPhone tip tc tung ra ccdch v mi, trong c 3G.

Vinaphone l doanh nghip ng k cung cp 3G sm nht (Chiu 12/10, VinaPhone chnhthc ra mt dch v 3G ln u tin Vit Nam). chin lc ca Vinaphone l nh nhanhthng nhanh khai thc lng khch hng tim nng, n trnh s cnh tranh gay gt vi cci th.

Cho n thi im ny, Vinaphone vn khng ngng tung ra cc thit b mi kt ni vi 3G vmi y, t ngy 10/8, VinaPhone thc hin gim cc ln cho cc gi dch v MobileBroadband, Mobile Internet vi nhiu hnh thc: gi nguyn gi tin nhng lu lng s dngcc gi cc tng ti 67%, gim cc lu lng vt gi ti 87%. Ngoi ra, VinaPhone cn athm nhiu gi dch v mi, linh hot nh gi Mobile Internet M135; Gi Mobile Broadband trsau MB0.Sau mt thi gian cung cp dch v 3G, nghin cu mc s dng ca khch hng,y l t iu chnh cc ln ca VinaPhone nhm bo m quyn li cho khch hng vkhuyn khch khch hng s dng cc dch v truyn d liu trn mng 3G.

b) Mobifone:

MobiFone l nh mng c s lng thu bao kh n nh, cht lng phc v c nh gi ltt nht hin nay. Trong nm va qua, nh mng ny lin tc nhn c nhng gii thng v


34/37

mng di ng c cht lng tt nht do c B TT-TT v ngi dng bnh chn. Vi nhng uth , MobiFone cng y tin tng c th chinh phc nhng ngi dng dch v 3G.

Mobifone trin khai 3G mt cch thn trng vi tiu ch 3G cho mi ngi, nh mng ny tung ra th trng nhiu gi dch v khc nhau. i vi cc khch hng c kh nng chi tr cao,

MobiFone a ra cc gi cc nh Surf30, Surf7; cn cc khch hng c kh nng chi trthp, nhu cu dng va phi th nh mng ny a ra gi cc thp ph hp vi nhu cu cangi tiu dng.

Chin lc ca mng ny l tp trung u t ti cc th ln ri mi m rng vng ph sng rakhu vc nng thn. Ti thi im khai trng, MobiFone hon thnh vic lp t v phtsng 2.400 trm BTS 3G, ph sng cc khu th ln ti 63 tnh thnh trn ton quc. Nh mngny cho bit s tin hnh ph sng 3G t th ng dn, th, ngoi , nng thn v tuynquc l theo cp u tin gim dn.

c) Lin danh Hanoi Telecom EVN:

Cha c nhiu thu bao, cha c nhiu kinh nghim trn th trng vin thng di ng, mc tiu3G ca EVN v Hanoi Telecom cng v th m khim tn hn. i din lin danh ny khngnh s s dng chung h tng sn c ca nhau cng trin khai giy php 3G theo t l 50-50.Ngay trong giai on 9 thng u, lin danh EVN - Hanoi Telecom s trin khai 2.500 trmNode B, trong 1.000 trm s c u t ngay vo cng ngh HSPA, mc tiu trong vng 3nm s lp t c 5.000 trm Node c th cung cp dch v 3G trn ton quc.Sau mt thigian mc d cng hp tc, lin danh thi tuyn v ginh c tm giy php cung cp dch vcng ngh 3G, th nhng, n hn cam kt vi B Thng tin v Truyn thng, ch c EVNTelecom chnh thc ra mt dch v 3G vo hm qua (9/6). Cn Hanoi Telecom vn l mt ns.

Sau nhiu n lc trin khai h tng, mng li, EVN Telecom bc chn vo th trng cungcp dch v 3G. Nh mng mnh dn cung cp ngay ti 9 dch v gia tng chokhch hng. Mng 3G m EVN Telecom cung cp l mt mng c u t mi honton. C nhiu kin cho rng, y l mt s chu chi ca Tp on in lcEVN khi b ra mt khon tin u t khng h nh cho 3G. Bi, doanh nghip kh cth k vng vo vic s sm t doanh thu hiu qu ch ng ni ti vic thu hi vnb ra trong mt vi nm ti t vic cung cp dch v 3G.

III. Gii php xut.

_ Viettel cn p dng khoa hc k thut, i u trong vic ng dng cng ngh mi nhm nngcao cht lng dch v v mt k thut to thm nhiu dch v thng mi, a dng ho sn phm p ng nhu cu ngy cng cao ca khch hng.

Bn cnh cng cn phi tng cng cht lng sn phm,nh cung cp cn m bo:


35/37

* Tc truy nhp cao bo m cc dch v bng rng nh truy nhp Internet nhanh hoc ccdch v a phng tin.* Linh hot bo m cc dch v mi nh nh s c nhn ton cu v in thoi v tinh. Cctnh nng ny s cho php m rng ng k tm ph ca cc h thng thng tin di ng.* Tng thch vi cc h thng thng tin di ng hin c bo m s pht trin lin tc ca

thng tin di ng.

_ Ngoi ra, vic xc nh mt mc u t mc hp l s gip nh mng t c hiu qu caonht trong vic pht trin thu bao 3G. Mc u t hp l m bo c 2 mc tiu: khng quln b coi l lng ph nhng phi ln n u c nhu cu pht trin ca dch v 3G.

Trong thi i cng ngh thng tin pht trin nh hin nay, dch v cung cp gii php tng th,c bit l truy cp Internet, h tr khch hng truy cp t c in thoi di ng v my tnh. Bncnh cc dch v truyn tin n gin nh m thoi v tin nhn, hin ti, cc nhu cu thng tin adng, phong ph hn nh truy cp internet, download nhc trc tuyn... ang pht trin.

p ng nhu cu , Viettel cn ro rit m rng v pht trin mng li mi, khng b quac hi pht trin cc dch v gia tng thu ht cc thu bao 3G.

_ Tng cng vic m rng mng li t thnh th n nng thn gip mi ngi tip cn vicng ngh 3G mt cch c hiu qu nht gp phn nng cao cht lng cuc sng v hiu qucng vic.

Hin nay, d tng trng thu bao di ng cao,internet ngy cng pht trin nhng a s dn c nng vn cha bit n cng ngh 3G v tn nng u vic ca n.V vy vic m rng mngli ang l mc tiu m cc nh cung cp ni chung v Viettel ni ring cn hng ti .

CNTT v vin thng, c bit l mng li bng rng c l l c hi ln nht pht trin kinht, x hi ton cu, xa khong cch s gia cc vng, min, khu vc

_ Cn c chnh sch a ra mc gi thch hp vi tng khch hang nhm m bo mc tiuva c li cho nh sn xut va c li cho khch hng.Viettel cn c nhiu hn na nhngchng trnh khuyn mi,gim gi thnh sn phm nhm thu ht khch hng v a phn cngngh 3G vn cn l mt cng ngh kh mi m Vit Nam.

C thm nhiu dch v chm sc khch hang v trong thi gian u c th cho khch khchhng s dng th nhm qung b thng hiu v to dng uy tn. m bo tt khu chm sc

khch hang cng l mt trong nhng iu kin thnh cng.Cn c chnh sch h tr khchhang nh a ra nhiu gi cc khc nhau nh gi cc tr sau,gi cc u i cho sinh vin.

-Bn cnh , cn tp trung vo chin lc Marketing cho cng ngh 3G mi ngi c thhiu mt cch y v cng ngh 3G v nhng tn nng u vic ca n.Tng cng qung cotrn cc phng tin thng tin nh tivi,bo ch,treo bng rn qung co cc khu dn c vtrng hc


36/37

Cc nh iu hnh c th thc hin chin lc marketing theo gi - theo cc cng ty thay vbn cc sn phm t, s lng ln trc kia nhm vo nhng ngi tiu dng ti cc th trngpht trin m cung cp cc gi nh hn, in hnh l theo tng phn hay tr gi mi ngy, nhng mc gi m mi ngi u c th theo c.

_ Phn khc th trng ny cng l mc tiu u tin ca cc nh iu hnh mng 3G.Nu trckia nh cung cp a phn tp trung vo nhng doanh nhn,nhng ngi cng vic thng xuynphi i li, i cng tc xa th gi y i tng cn c m rng nhiu hn l tt c mi nginhm cung cp cho mi ngi thng tin chnh xc nht,cng nh nhng nhu cu gii tr thitthc thong qua nhng dch v ca cng ngh 3G.

Trong di hn, s kt hp 3G v gi dch v s c tc ng chnh nh vic ci thin hn na khnng phn ho khch hng, c bit bi v n s cho php cc nh iu hnh mng m rng quim v gip h nng cao ARPS gia cc nhm khch hng ln nht - . nhng ngi tng yca thp kinh t.

in hnh 3G l cng ngh tiu chun nhng gi y 3G phi kt hp vi nhng th khc tonn tc v gi tr. l s cung cp kt ni cho mi ngi mi lc mi ni vi tc cao h c p ng nhu cu chia s thng tin, chia s ngun lc, vt qua cc tr ngi v khongcch a l, thi gian. iu ny to nn s pht trin cho bng rng di ng. Mi sn phm vgii php phi c tnh thn thin v n gin c nhiu ngi s dng v tip cn. Cng sdng nhiu, cng to ra s phong ph v ni dung v li nhun, nh cc loi in thoi a dngAndroid, iPhone. Cc sn phm cn th hin r li ch vi x hi, vi cuc sng, lun ng gpvo s pht trin bn vng. Cc thit b c kh nng kt ni vi nhau nh nhng g ngi ta cth truy cp t in thoi di ng hin gi.

Dch v 3G l dch v gn lin vi cc dch v s liu, c bit l Internetv vy vn pht

trin ni dung l vn ht sc quan trng (chng hn Vit ho cc trang Web, cung cp thmnhiu thng tin). Bn cnh cn c mt yu t ht sc quan trng na quyt nh n sthnh cng ca vic trin khai, l nng cao nhn thc ca ngi s dng. C mt thc trngng bun trong x hi Vit Nam, l thc trng s cng ngh cao, iu ny c bit xy ra lp nhng ngi cao tui (nhng y chnh l nhng ngi nhiu tin, c kh nng chi tr chodch v 3G). vic trin khai dch v thnh cng th cn phi c chin lc marketing thchhp, nng cao nhn thc ca ngi s dng i vi cc dch v cng ngh cao, lm cho h thyc 3G ch mang n cho h s thun tin ch khng phi phin toi.

Bng rng di ng s thnh cng Vit Nam cng nh cc quc gia khc bi l cch cung

cp tc kt ni nhanh nht. C 3 iu m nh cung cp mng ni chung v cng ngh 3G niring cn quan tm.

- Trc tin l tnh thn thin v n gin: bi a s mi ngi trc y cha bit nhiuv Internet do tnh thn thin gip h s dng ln u tin m khng b nhm ln.

- Th hai l ni dung ting Vit- Th ba, l gi c hp l, khuyn khch s dng dch v tr trc.
http://www.fotech.org/mediawiki/index.php/Internethttp://www.fotech.org/mediawiki/index.php/Internethttp://www.fotech.org/mediawiki/index.php/Internet


37/37

Chiến lược Mar Mix 3G Viettel

Documents

Transcript of Chiến lược Mar Mix 3G Viettel