Vietnam’s top telco gives itself a makeover to attract young consumers
Published 13 January 2021
Vietnam’s leading telecommunications provider, Viettel, plans to rid itself of its ‘trustworthy but old-fashioned’ image in a bid to attract the attention of the young Vietnamese consumers.
As part of a major rebranding effort, the mobile carrier will be expanding its range of products and services, and start selling next-generation digital services, such as cloud computing and cybersecurity packages.
Viettel’s years-old orange and green logo has been replaced with a brand new, striking red icon that also symbolises the colour of Vietnam’s national flag.
According to Mr. Le Dang Dung, Acting President and General Director of Viettel Group, the launch of a new identity shows Viettel’s commitment to maintaining itself as the country’s pioneering and leading digital services provider.
The company’s slogan, originally “Say it your way”, is now “Your way”. The first two words have been truncated for a shorter slogan that conveys flexibility.
On top of that, Viettel will also be expanding its businesses into six tech-related sectors: digital infrastructure, solutions, content, financial services, cybersecurity, and research and development.
Founded in 1989 and owned by the Vietnamese Ministry of Defence, Viettel currently serves four out of ten Vietnamese consumers. Besides Vietnam, Viettel also provides mobile services in 11 countries including neighbouring Cambodia and Myanmar, and Haiti, Peru and Tanzania.
Vietnam’s telco boom
The Vietnamese telecommunications market is a booming market with huge opportunities for local and foreign investors, amid a competitive environment and a positive economic outlook with an average growth of 6-8% GDP expected between 2020 and 2025. With already strong mobile phone penetration and emerging fixed broadband take-up in households, future growth is likely to remain solid despite an aging population over the long term.
Idem Est Research forecasts that mobile subscriptions will continue to grow in the 2019-25 period and fixed broadband subscribers will also continue to grow and increase its household penetration over the same period.
Mobile revenue is growing faster than mobile subscription numbers leading to ARPU growth as the market transitions from 2G & 3G to 4G mobile data services.
Idem Est Research expects the overall telecoms market to grow through to 2025 after a marked slow down in 2018 and 2019 due to legacy 2G voice & SMS revenue pressure partially offset by mobile data growth.
Mobile Subscribers and Revenue
In early 2020, the mobile subscriptions market just passed a tipping point with 3G and 4G subscribers exceeding 2G mobile subscriptions for the first time. Mobile network operators are facing competitive pressure with the market shifting from legacy prepaid voice and SMS to data-centric usage increasingly becoming the sole offering differentiator.
Further, the Capex to GDP ratio remained relatively stable between 2014 and 2018 but has been sliding in 2019 and is expected to remain at the same level through to 2025. Viettel, Vinaphone and Mobifone invested in line with revenue growth maintaining a stable Capex to Sales Ratio.