As the summer months of April–July approach, the temperature isn’t the only thing heating up in Vietnam. The country’s online activity is red hot over summer, especially on mobile. Let’s follow with Appota report to keep update the latest news about Mobile Ecosystem in Vietnam (device, e-commerce, payment, advertisement and gaming).

1. VIETNAM MOBILE REPORT
Enjoy the Mobile Summer Time2Q -17

2. As the summer is coming, the hot weather isn’t the only thing heating up, but the
Vietnam’s mobile online activity is also a hot spot: Off school days mean kids have
more time to relax on game and video content, summer travel time lets users
spend more time on mobile to research and connect. Let’s follow Appota Report
to keep updating the latest news about Mobile Ecosystem in Vietnam
Trending Device User behavior Game Market Advertisments

3. TOP 5 EVENTS IN QUARTER 2

4. 4G booms in Vietnam
“There are 3.5 million 4G subscribers
nationwide so far, 88% of them live in
Hanoi and Ho Chi Minh city, 58% users of
4G are satisfied with the services”
IDG report

5. Summer Holiday: More time to enjoy Game
“Summer holidays mean kids have more time to
relax. Game watching time on YouTube in Vietnam
is 17X higher than watch time for sports content,
especially on online and eSport”

6. Shopee in Vietnam: 1 year with 5 million app downloads
“Shopee, a company started by Singaporean tech compa-
ny Garena, claims to have 5 million app downloads in
Vietnam market. This event demonstrates the strong
development of Vietnam e-commerce market. It is
expected that the e-commerce market in Vietnam will
reach up to USD 2.08 billion in 2017”.

7. VN Television requests OTT suppliers to conform to copyright law
“The national television channel VTV is still not ready to
provide VTV-produced TV channels on the internet as it
needs to carefully consider technical solutions to copy-
right protection. Some of big OTT service providers are
affected by this VTV’s move. The OTT service providers
market in Vietnam, makes a fierce competition battle
between VTVGo, FPT Play, ClipTV and VNPT Media.

8. Vietnamese mobile users cringe at new photo ID requirements
“This requirement should only be applied for new sub-
scribers and existing subscribers who have not provided
enough personal information. Official data shows millions
of spam messages are sent in Vietnam every day. Most
of them come from prepaid phone accounts that are
unregistered or registered with false information.”

9. VIETNAM MOBILE ECOSYSTEM IN Q2

10. Mobile OS Market
Share in Vietnam
Source: MIC, VNPT, internetworldstats
iOS
29%
Other
4%
93M
50M+
130M
55% (~48M devices)
Android
67%
Population
Internet Users
Mobile Subscription
Smartphone Penetration

11. 3G subscription (YoY) (millions) 4G market share in 2Q.2017
Viettel
52%Mobiphone
27%
Vinaphone
21%
4G Subscription (millions)
Subcribers Active users
6.3
3.5
3G/4G in Vietnam
Source: ictnews, IDG Vietnam

12. Smartphone shipments Best Mobile Purchase in first 6 months of 2017
Brands Brands% Revenue % Revenue
Samsung
Oppo
Apple
Mobiistar
Sony
Huawei
Vivo
Asus
Masstel
Mobell
Xiaomi
Lenovo
Itel
HTC
Wiko
F-Mobile
47,61%
23,15%
8,88%
2,96%
2,84%
2,68%
2,07%
1,69%
1,39%
0,85%
0,78%
0,70%
0,70%
0,49%
0,49%
0,43%
Source: JFK (May, 2017)
Oppo F1s
2017
Samsung Galaxy
J5 Prime
Oppo
Neo 9 A37
Samsung
Galaxy J2 Prime
Samsung Galaxy
J7 Prime
More than 90 percent of smartphone shipments in Vietnam in early months of 2017 are Android devices, with the iPhone accounting
for only eight percent of the share. Vietnamese consumers still prefer the entry-level, affordable handsets – those that cost between
VND2 million ($88) and VND3 million ($130).
Top 5 best seller smartphone
in Vietnam in half 2017

13. Average time spending for internet based on type of devices
Average daily use
of the Internet
via PC or Tablet
Average daily use
of the Internet
via mobile phone
Average daily use
of social media
via any device
Average daily
television
viewing time
6h53m 2h33m 2h38m 1h26m
Source: We are social 2017

14. Source: In a survey of 1000 randomly selected adults in HN, HCMC
Vietnam's top smartphone activity
Play game
Social network
Search information
Check mail
Read News
Watch movie, clip
82.1%
95%
67.3%
42.3%
62.2%
80.6%

15. Impression by device through a daily time
Phone
Desktop
Tablet
% of each platform’s average
daily impressions by hour
LATE NIGHT
12am - 7am
EARLY MORNING
7am - 10am
LATE AFTERNOON
5pm - 8pm
DAYTIME
10am - 5am
PRIME
8pm - 12am

16. Most active social media platforms
Facebook
Youtube
FB Messenger
Google+
Zalo
Instagram
Twitter
Skype
Viber
Linkedin
Wechat
Line
51%
51%
37%
32%
22%
22%
14%
21%
18%
13%
12%
30%
Social Network
Messenger/ Chat App/ VOIP
Source: We are social 2017

17. Mobile Ecommerce in Vietnam: App or mobile web?
400ksession
290ksession
4.8%
1.5%
7.9time in app
2.2time on site
Average session
per day
Conversion Average time
per session
Source: Lazada Vietnam May 10, 2017
min
min
App
Mobile Web

18. Sales per day (Mobile vs PC)
Sales per hour (Mobile vs PC)
Mobile
Mobile
PC
PC
Monday Tuesday Wendesday Thursday Friday Saturday Sunday
Source: Lazada Vietnam May 10, 2017

19. Item purchased through e-commece
Clothing, footwear, cosmetic
Technology
Home appliance
Book, stationery. flower, gift
Train and Air ticket
Food
Movie, concert ticket
Tour and hotel booking
Professional service
Music/Video/DVD/Game
Sap & Beauty service
Others
64%
56%
49%
42%
34%
33%
22%
19%
7%
7%
6%
2%

20. Source: In a survey of 1000 randomly selected adults in HN, HCMC
How much you've spent for one - time
shopping on e-commerce site?
Which commerce site you have
purchased in the recent 3 months?
29.6%
53.6%
14.3%
2.5%
Below 200.000 VND
Below 1.000.000 VND
Below 10.000.000 VND
Above 10.000.000 VNDLazada Shopee Lotte.vn Adayroi Muachung Facebook
shopping
56.1%
23.5%
3.1% 2.6%
1%
50%

21. Source: In a survey of 1000 randomly selected adults in HN, HCMC
Vietnam’s mobile game market in 2Q17
Action
Adventure
Arcade
Board
Card
Casino
Casual
Educational
Music
Puzzle
Racing
Roll Playing
Stimulation
Sport
Strategy
Downloads by Genres Types of game played in a recent month
Casual
38%
MOBA
24.5%
Sport game
12.2%
Card game
3.6%
Role playing
9.7%
Shooter
11.2%

22. $0.00
$0.20
$0.40
$0.60
$0.80
$1.00
$1.20
Action Adventure Card & Dice Casino Educational Family &
Board
Music Puzzle Racing RPG Simulation Sports Strategy Trivia
Google Play iOS
Average Mobile Game CPI in Vietnam, by Categories
Source: Chartboost

23. 85.7%
3.6% 1.8% 1.8% 1.1%
49.8%
8.1% 7.3% 5.0% 4.8%
 Games  Social/Networking/Communication  Photography  Tools/Utilities  Education  Productivity
- Game is the most profitable category of app on both CH Play & Apple App Store.
- Non-game apps capture very small shares in total number of top grossing apps.
- Among non-game apps, developers & publishers can get considerable profit from Social/Networking/Communication,
Education and Productivity apps on both App Stores.
- Photography apps have more opportunity to shine on Apple App Stores than CH Play
Top Grossing Apps in Vietnam, by Categories
Source: Applyzer

24. Vietnam programmatic mobile ads ecosystem

25. Vietnam Mobile EcoSystem

26. Appota is the leading mobile platform provider for 3 segments trending in the
Vietnamese mobile market: Game Publishing, Advertisement, and Payment. The
company has more than 30 million users, and partners with over 15,000 develop-
ers, advertisers, and merchants worldwide.
Subsidiary Companies:
More information: www.appota.com
adsota.com appotapay.comgamota.com