Vietnam Mobile Day 2013: Mobile Market Overview
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Transcript of Vietnam Mobile Day 2013: Mobile Market Overview
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Thiết bị kết nối Internet
Global: 1,2 tỉ
- 2016 tablet vượt PC: 450 tr
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Mobile broadband
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Feature phone
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China + India + Russia + Brazil = 1/3 smartphone shipments
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Giao dịch mobile của paypal chiếm 10%
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Bùng nổ “native” app
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Kéo dài cuộc sống số
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Mobile internet usage Dân số 89.5tr.
Thuê bao di động: 120 tr
Tỉ lệ sử dụng internet trên mobile tại Việt Nam 2012 có 8.15tr users chiếm 26.5% tổng user internet
Nhu cầu nội dung số tập trung: news, social , mobile gaming. Thị trường sẽ phát triển mạnh nếu:
Telco ban hành chính sách giá cho gói data hợp lý, Hạ tầng mobile phát triển Cung cấp dịch vụ có trải nghiệm người dùng tốt
Tốc độ 3G trung bình 120kbps, 2G là 20kbps tại Hà Nội.
Copyright@ MCC, 2013
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Mobile device Market Smartphone devices: 2.5 tr năm 2011 ,
4.1 tr năm 2012, tăng 67.4%. Dự kiến
12.3 tr năm 2016.
Theo Appstore.vn, Apple iOS có 2tr thiết bị năm 2012 bao gồm chính ngạch và “xách tay”.
Theo IDC’s Vietnam Mobile Devices
Quarterly Tracker, Android device: 2.2
tr thiết bị (2012) và iOS devices: 30 K. IDC giả thiết 70% iOS phones tại Vietnam tiểu ngạch và xách tay
Copyright@ MCC, 2013
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Mobile gamer
Tỉ lệ gamer trên tổng mobile internet users 73.5% (2012). IDC dự kiến 83.1% năm 2016
Tăng trưởng gamer: 68% từ 3.6 tr năm 2011 tới 6 tr năm 2012 Mobile gaming phát triển mạnh thúc đẩy thị trường mobile
device/ smartphone, social. IDC dự đoán số lượng gamer trên mobile là 14.8 tr vào năm
2016
Copyright@ MCC, 2013
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Đặc điểm thị trường game
Offline games được download từ website và store: appstore.vn, vimarket.vn, mobileplay.vn, Google Play or Nokia Stores.
Online mobile games có thể download tại appstrores hoặc chơi trực tiếp tại website nhà phát hành.
Các công ty Game có xu hướng hợp tác thanh toán với Telco như Viettel, Vinaphone or MobiFone
Gamers ưu thích thanh toán bằng thẻ cào Nhập khẩu game online (Minh Châu, Mecorp, VTC Mobile) và tự sản
xuất game offline go global (ColorBox, Divmob, Joy…) Offshore outsourcing cho thị trường Mỹ, Nhật
Copyright@ MCC, 2013
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2012 2013 20160
5
10
15
20
25
30
35
12
18
30
Đơn vị tr USD
Doanh thu game mobile
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Chiến lược sản phẩm
Mobile MMO
Casual Online GamesLight Games & Friends Making
Mobile SNS games
Mobile MMO- Trung thành và chi trả cao- Doanh thu chủ lực
Casual online games- Tạo thói quen chơi online- Doanh thu hỗ trợ
Mobile SNS games- Forum+ mini event games- Duy trì cộng đồng mỗi game như 1 kênh CSKH- Thu hút khách hàng mới
Thỏa mãn mọi nhu cầu khách hàng
Copyright@ MCC, 2013
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Players & Devices
0:002:00
4:006:00
8:0010:00
12:0014:00
16:0018:00
20:0022:00
0
500
1000
1500
Copyright@ MCC, 2013
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Tăng trưởng new user
T- 05/2
011
T- 06/2
011
T- 07/2
011
T- 08/2
011
T- 09/2
011
T- 10/2
011
T- 11/2
011
T- 12/2
011
T- 01/2
012
T- 02/2
0120
50,000
100,000
150,000
200,000
250,000
127,468
84,122 84,20786,333
114,596 112,053
85,400
94,902
160,632
208,642
Nguồn MCC, 2013
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Thị trường 2012
- Tăng trưởng user chậm do chính sách chống spam, chưa có sự tham gia mạnh mẽ của Telcos vào GMO
- Hình thức phân phối: OTA (45%), OTI (35%), Retail Store hiệu quả kém
- Billing còn hạn chế- Chi phí data-transfer đắt đỏ
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Mobile game Ecosystem
MCC Game Community
Telco’s game platform
International Mobile
TerminalPlatform
Game portal
Mobile game
developers
Payment channels
Advertisement Co.
Other: OTT service
Product
Payment
Marketing
Supplement
Marketing
Partners
Extending
Community
Service
Game Service
support
support
Provide service
Provide service
Copyright@ MCC, 2013
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Zalo, KakaoTalk và Line
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Zalo, KakaoTalk và Line
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Zalo, KakaoTalk và Line
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Zalo, KakaoTalk và Line
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Monetization & Payment Discovery & Distribution
Social & Mobile
Games