In terms of policies, increasing investment funds... so that we can implement solutions to develop the Party's teaching staff. In Da Nang, the city's leaders are also directing the implementation of the above Resolution and have had initial results; the team of education managers and teachers in the city have a correct understanding of the importance of developing the Party's teaching staff in general and the Party's teaching staff in high schools in particular. In addition, society is also very interested in and wants to improve the quality of education and training, in which the role of the Party's teaching staff is a decisive factor. The above are favorable conditions and opportunities for the Department of Education and Training of Da Nang in developing the Party's teaching staff in high schools.
2.6.4. Difficulties and challenges
In addition to the advantages and opportunities, the development of the Party of Teachers of High Schools in Da Nang City is also facing many difficulties and challenges, such as: A number of teachers need to be retrained and fostered to meet the requirements of innovation; a number of teachers lack the will to strive and a sense of responsibility, so more effective solutions will be needed to change their awareness and actions; the remuneration policy, especially the salary level, is still low, so it has not attracted and encouraged teachers to strive to complete their tasks; the economic conditions of the city are still difficult, so the investment of funds for the Department of Education and Training in implementing programs and plans to develop the Party of Teachers of High Schools will face certain difficulties ... All of the above need to be actively resolved to contribute to reducing the difficulties and challenges in the development of the Party of Teachers of High Schools in Da Nang City.
2.7. Experience of some countries in developing high school teachers
From the collected documents, it is possible to draw foreign experiences regarding
with some stages in the process of developing the DNNGV:
2.7.1. Teacher selection and employment
In Singapore, they always identify: Teachers are the leading factor . All reasons
Theories may be true for schools, but a basic principle is that without good teachers, there can be no good students . Teachers are the ones who develop students' potential. Therefore, they have paid attention to selecting quality teachers , promoting teachers' capacity, and building a new career structure for teachers in the direction of career advancement.
In Korea, high school teachers are trained at universities of education, KNUE, faculties of education, and other universities with education programs. The government provides scholarships to 40% of teacher training students to attract excellent students to the industry. Teacher selection is carried out by the Department of Education through public examinations. Korea highly values high-quality teachers, therefore, it has focused on building quality universities and central research institutes, and selecting good teachers to teach human resource training programs. Thanks to the right investment, identifying the important role of teachers, especially high-quality teachers, the quality of education in Korea can be on par with advanced countries .
In France, the selection of teachers is first an internship, then further training to ensure standards in the teaching profession. This increases the attractiveness of teacher training institutions, while reducing the gap between supply and demand in training human resources for the education sector.
2.7.2. Teacher training and development
In recent decades, Finland has been a country with a rapidly developing education system. According to the results of the Project for International Student Assessment (PISA), Finnish students' level of achievement is always at the top. The reason for such spectacular educational achievements is that Finland focuses on developing general education staff. Their philosophy and scientific training process have helped to train highly qualified teachers that few countries can keep up with. The teaching profession is highly regarded by society.
Important . The major of training to become a teacher for students who have finished high school has become a very popular major . Students who are selected to train to become teachers are all passionate, dedicated, talented, and have pedagogical skills. The teacher training program in this country, in addition to learning about teaching methods , is also equipped with scientific knowledge about human development according to age. Therefore , Finnish teachers are not simply teachers but are considered independent educational researchers. The work of supplementing and fostering teachers in Finland is organized elaborately.
There are various institutions that organize refresher courses and teacher training. Each university has a teacher training center and each locality has a summer university, which organizes many refresher courses for teachers. In addition, the Open Academy and the Civil Academy also organize refresher courses for teachers. The refresher system for teachers aims to ensure that teachers are constantly updated with the latest knowledge and teaching methods .
Japan is a country where the state and society are very interested in developing education. After World War II (1945), along with the process of forming a new education system following the American model , the teacher training system in Japan has fundamentally changed . The main changes are shown in the following two points:
- The teacher training program is designed to include three parts: general education, specialized education and teacher vocational education (main content for granting teacher certificates).
- Teacher training colleges were reorganized into four-year teacher training colleges and teacher training could be conducted in other colleges.
According to the Educational Personnel Certification Law enacted in 1949, teacher training is conducted at
University and college. Those who want to become teachers must obtain a teacher certificate after graduating from a university or college. Teacher certificates are issued by the provincial or municipal education boards. There are two types of certificates: regular and temporary . Regular certificates are valid for life and in all provinces and cities. Temporary certificates are issued when the authorities cannot accept teachers with regular teacher certificates and have a term of 3 years.
Table 2.11: Types of teacher certificates and standards for granting teacher certificates
Education level
Certificate Type | Basic qualifications | Minimum number of credits to accumulate | |||
Career-related courses | Courses related to the lecture | Courses related to the subject or profession career | |||
GV elementary | Advanced Certificate | Have a master's degree | 41 | 8 | 34 |
First class certificate | Have a bachelor's degree core | 41 | 8 | 10 | |
Second Class Certificate | Have a high degree class | 31 | 4 | 2 | |
GV middle school | Advanced Certificate | Have a master's degree | 31 | 20 | 32 |
First Class Certificate | Have a bachelor's degree core | 31 | 20 | 8 | |
Second class certificate | Have a high degree class | 21 | 10 | 4 | |
GV high school | Advanced Certificate First Class Certificate | Have a master's degree Have a bachelor's degree | 23 23 | 20 20 | 40 16 |
Kindergarten teacher | Advanced Certificate | Have a master's degree | 35 | 6 | 34 |
First Class Certificate | Have a bachelor's degree core | 35 | 6 | 10 | |
Second class certificate | Have a high degree class | 27 | 4 | 6 | |
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Mobile Phone Usage in Hanoi Inner City Area
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- Test the relationship between demographic variables and consumer behavior for Mobile Marketing activities
The analysis method used is the Chi-square test (χ2), with statistical hypotheses H0 and H1 and significance level α = 0.05. In case the P index (p-value) or Sig. index in SPSS has a value less than or equal to the significance level α, the hypothesis H0 is rejected and vice versa. With this testing procedure, the study can evaluate the difference in behavioral trends between demographic groups.
CHAPTER 4
RESEARCH RESULTS
During two months, 1,100 survey questionnaires were distributed to mobile phone users in the inner city of Hanoi using various methods such as direct interviews, sending via email or using questionnaires designed on the Internet. At the end of the survey, after checking and eliminating erroneous questionnaires, the study collected 858 complete questionnaires, equivalent to a rate of about 78%. In addition, the research subjects of the thesis are only people who are using mobile phones, so people who do not use mobile phones are not within the scope of the thesis, therefore, the questionnaires with the option of not using mobile phones were excluded from the scope of analysis. The number of suitable survey questionnaires included in the statistical analysis was 835.
4.1 Demographic characteristics of the sample
The structure of the survey sample is divided and statistically analyzed according to criteria such as gender, age, occupation, education level and personal income. (Detailed statistical table in Appendix 6)
- Gender structure: Of the 835 completed questionnaires, 49.8% of respondents were male, equivalent to 416 people, and 50.2% were female, equivalent to 419 people. The survey results of the study are completely consistent with the gender ratio in the population structure of Vietnam in general and Hanoi in particular (Male/Female: 49/51).
- Age structure: 36.6% of respondents are <23 years old, equivalent to 306 people. People from 23-34 years old
accounting for the highest proportion: 44.8% equivalent to 374 people, people aged 35-45 and >45 are 70 and 85 people equivalent to 8.4% and 10.2% respectively. Looking at the results of this survey, we can see that the young people - youth account for a large proportion of the total number of people participating in the survey. Meanwhile, the middle-aged people including two age groups of 35 - 45 and >45 have a low rate of participation in the survey. This is completely consistent with the reality when Mobile Marketing is identified as a Marketing service aimed at young people (people under 35 years old).
- Structure by educational level: among 835 valid responses, 541 respondents had university degrees, accounting for the highest proportion of ~ 75%, 102 had secondary school degrees, ~ 13.1%, and 93 had post-graduate degrees, ~ 11.9%.
- Occupational structure: office workers and civil servants are the group with the highest rate of participation with 39.4%, followed by students with 36.6%. Self-employed people account for 12%, retired housewives are 7.8% and other occupational groups account for 4.2%. The survey results show that the student group has the same rate as the group aged <23 at 36.6%. This shows the accuracy of the survey data. In addition, the survey results distributed by occupational criteria have a rate almost similar to the sample division rate in chapter 3. Therefore, it can be concluded that the survey data is suitable for use in analysis activities.
- Income structure: the group with income from 3 to 5 million has the highest rate with 39% of the total number of respondents. This is consistent with the income structure of Hanoi people and corresponds to the average income of the group of civil servants and office workers. Those
People with no income account for 23%, income under 3 million VND accounts for 13% and income over 5 million VND accounts for 25%.
4.2 Mobile phone usage in Hanoi inner city area
According to the survey results, most respondents said they had used the phone for more than 1 year, specifically: 68.4% used mobile phones from 4 to 10 years, 23.2% used from 1 to 3 years, 7.8% used for more than 10 years. Those who used mobile phones for less than 1 year accounted for only a very small proportion of ~ 0.6%. (Table 4.1)
Table 4.1: Time spent using mobile phones
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Alid
<1 year
5
.6
.6
.6
1-3 years
194
23.2
23.2
23.8
4-10 years
571
68.4
68.4
92.2
>10 years
65
7.8
7.8
100.0
Total
835
100.0
100.0
The survey indexes on the time of using mobile phones of consumers in the inner city of Hanoi are very impressive for a developing country like Vietnam and also prove that Vietnamese consumers have a lot of experience using this high-tech device. Moreover, with the majority of consumers surveyed having a relatively long time of use (4-10 years), it partly proves that mobile phones have become an important and essential item in people's daily lives.
When asked about the mobile phone network they are using, 31% of respondents said they are using the network of Vietel company, 29% use the network of
of Mobifone company, 27% use Vinaphone company's network and 13% use networks of other providers such as E-VN telecom, S-fone, Beeline, Vietnammobile. (Figure 4.1).
Figure 4.1: Mobile phone network in use
Compared with the announced market share of mobile telecommunications service providers in Vietnam (Vietel: 36%, Mobifone: 29%, Vinaphone: 28%, the remaining networks: 7%), we see that the survey results do not have many differences. However, the statistics show that there is a difference in the market share of other networks because the Hanoi market is one of the two main markets of small networks, so their market share in this area will certainly be higher than that of the whole country.
According to a report by NielsenMobile (2009) [8], the number of prepaid mobile phone subscribers in Hanoi accounts for 95% of the total number of subscribers, however, the results of this survey show that the percentage of prepaid subscribers has decreased by more than 20%, only at 70.8%. On the contrary, the number of postpaid subscribers tends to increase from 5% in 2009 to 19.2%. Those who are simultaneously using both types of subscriptions account for 10%. (Table 4.2).
Table 4.2: Types of mobile phone subscribers
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
Prepay
591
70.8
70.8
70.8
Pay later
160
19.2
19.2
89.9
Both of the above
84
10.1
10.1
100.0
Total
835
100.0
100.0
The above figures show the change in the psychology and consumption habits of Vietnamese consumers towards mobile telecommunications services, when the use of prepaid subscriptions and junk SIMs is replaced by the use of two types of subscriptions for different purposes and needs or switching to postpaid subscriptions to enjoy better customer care services.
In addition, the majority of respondents have an average spending level for mobile phone services from 100 to 300 thousand VND (406 ~ 48.6% of total respondents). The high spending level (> 500 thousand VND) is the spending level with the lowest number of people with only 8.4%, on the contrary, the low spending level (under 100 thousand VND) accounts for the second highest proportion among the groups of respondents with 25.4%. People with low spending levels mainly fall into the group of students and retirees/housewives - those who have little need to use or mainly use promotional SIM cards. (Table 4.3).
Table 4.3: Spending on mobile phone charges
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<100,000
212
25.4
25.4
25.4
100-300,000
406
48.6
48.6
74.0
300,000-500,000
147
17.6
17.6
91.6
>500,000
70
8.4
8.4
100.0
Total
835
100.0
100.0
The statistics in Table 4.3 are similar to the percentages in the NielsenMobile survey results (2009) with 73% of mobile phone users having medium spending levels and only 13% having high spending levels.
The survey results also showed that up to 31% ~ nearly one-third of respondents said they sent more than 10 SMS messages/day, meaning that on average they sent 1 SMS message for every working hour. Those with an average SMS message volume (from 3 to 10 messages/day) accounted for 51.1% and those with a low SMS message volume (less than 3 messages/day) accounted for 17%. (Table 4.4)
Table 4.4: Number of SMS messages sent per day
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<3 news
142
17.0
17.0
17.0
3-10 news
427
51.1
51.1
68.1
>10 news
266
31.9
31.9
100.0
Total
835
100.0
100.0
Similar to sending messages, those with an average message receiving rate (from 3-10 messages/day) accounted for the highest percentage of ~ 55%, followed by those with a high number of messages (over 10 messages/day) ~ 24% and those with a low number of messages received daily (under 3 messages/day) remained at the bottom with 21%. (Table 4.5)
Table 4.5: Number of SMS messages received per day
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<3 news
175
21.0
21.0
21.0
3-10 news
436
55.0
55.0
76.0
>10 news
197
24.0
24.0
100.0
Total
835
100.0
100.0
When comparing the data of the two result tables 4.4 and 4.5, we can see the reasonableness between the ratio of the number of messages sent and the number of messages received daily by the interview participants.
4.3 Current status of SMS advertising and Mobile Marketing
According to the interview results, in the 3 months from the time of the survey and before, 94% of respondents, equivalent to 785 people, said they received advertising messages, while only a very small percentage of 6% (only 50 people) did not receive advertising messages (Table 4.6).
Table 4.6: Percentage of people receiving advertising messages in the last 3 months
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
Have
785
94.0
94.0
94.0
Are not
50
6.0
6.0
100.0
Total
835
100.0
100.0
The results of Table 4.6 show that consumers in the inner city of Hanoi are very familiar with advertising messages. This result is also the basis for assessing the knowledge, experience and understanding of the respondents in the interview. This is also one of the important factors determining the accuracy of the survey results.
In addition, most respondents said they had received promotional messages, but only 24% of them had ever taken the action of registering to receive promotional messages, while 76% of the remaining respondents did not register to receive promotional messages but still received promotional messages every day. This is the first sign indicating the weaknesses and shortcomings of lax management of this activity in Vietnam. (Table 4.7)
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Developing the capacity to assess students' learning outcomes for teachers at Phu Thong high school, Bac Kan province - 1 -
Design and organize teaching of Vietnamese history topics from 1919 to present in the direction of developing the capacity of History major students at Hanoi City High School - 21 -
Current Status of High School Teacher Training According to TQM Approach at Ho Chi Minh City University of Education -
Design and organize teaching of Vietnamese history topics from 1919 to present in the direction of developing the capacity of History major students at Hanoi City High School - 2

Note :
- Teachers moving from second class to first class need 3 years of experience
teach and accumulate 45 credits.
- Teachers who want to move from first class to senior class need 5 years of experience.
teaching experience and accumulate 15 credits.
- Teachers in special schools need 13 - 47 credits for special education subjects in general education.
- There are several types of teacher certifications for secondary schools depending on the subject.
learn as teacher teaches
In China, since the education reform in 1985, the development of teachers has been paid attention to and focused on. In order to improve the quality of teaching, the Chinese government launched the "National Teacher Training Network Program". The purpose of the program is: to modernize teacher training through educational information , provide lifelong learning services and support through teacher training networks, satellite television and other media ; and to greatly improve the quality of teaching in primary and secondary schools through "large-scale, high-quality, high-efficiency" training programs as well as continuing education.
In Singapore, the National Institute of Education (NIE) at Nanyang Technological University ( NTU) was established to train teachers for Singapore. It is the only institution that offers teacher education and training programmes at various levels from certificate to bachelor and postgraduate degrees. This programme provides both quantitative and qualitative evidence for the development of education policy and teacher training in Singapore. According to Dr Moo Swee Ngoh, every school needs to have a significant shift in thinking and in practice, which means there is a need for change and teachers are lifelong learners , requiring continuous professional development for teachers .
In France, the social respect for teachers is the result of three factors: cultural tradition, quality - qualifications - capacity and remuneration policy. Since 1989, the long-standing and traditional teacher training schools have been replaced by teacher training institutes and universities ( IUFM ). Each educational administrative unit has an IUFM responsible for training teachers as well as training pedagogical consultants . By 2008, the IUFMs were transformed into member schools of multidisciplinary universities ; the teacher training plans and programs for member schools are all according to government regulations and teacher training is at two levels: bachelor's (BA) and master's (MA); The selection of teachers is first of all internship, then further training to ensure standards in the teaching profession, this increases the attractiveness of teacher training institutions, and at the same time reduces the gap between supply and demand in human resource training for the education sector.
2.7.3. Teacher remuneration policy
Japan always believes that "teachers are noble people, workers , and professionals", so they pay great attention to training and building policies and regimes for teachers, in which salaries are classified according to each type of teacher and educational level .
In China, in order to attract more teachers, they have made efforts to make teaching a more attractive and respected profession. The government has supported salary increases for teachers , exempted tuition fees for teachers' colleges, and teachers' salaries are based on factors such as training level, years of service, administrative and technical positions . The government has designated September 10 every year as Teachers' Day; teaching has become the first profession in China to have its own anniversary. After two decades of searching for ways to solve the problem of teacher shortage and development, governments at all levels in China have raised the social status and salaries of teachers. Strategy
Their motto is: “Revitalizing the nation’s future is education, revitalizing the future of education is the teacher”. Currently, Chinese teachers must achieve the following abilities : handling curriculum, organizing classes, using teaching methods, evaluating learning outcomes , researching in teaching, surveying public opinion, understanding students’ knowledge and abilities…
In Korea, the government bases its salary on the credits teachers accumulate, and at the same time, policies to improve teachers' capacity and professional ethics are always a top priority in educational development policies.
Lessons learned for Vietnam:
Through analyzing the experience of developing the DNNGV of the above countries, we can draw lessons for Vietnam:
- We need to pay attention to the development of the teaching staff, this team will determine the quality of education. Enhancing the position of teachers in society according to the recommendation of UNESCO/ILO on the position of teachers is: "Progress in education depends largely on the qualifications and capacity of the teaching staff in general and on the humanistic, pedagogical and technical qualities of individual teachers" and "the appropriate status of teachers and the public's respect for the teaching profession are of essential importance in realizing educational goals and objectives".
- Teacher training should be carried out by pedagogical schools . The program content and training methods must meet the requirements of teachers' professional development. Regular training should be organized for teachers to access new knowledge and teaching methods to improve their capacity.
- It is necessary to build appropriate salary frameworks , policies, benefits, and honors so that teachers can ensure their lives, feel secure in their jobs, and actively promote their abilities and qualities in their tasks .
Chapter 2 Conclusion
Building a teaching staff to meet the requirements of educational innovation is of great significance. However, at present, the teaching staff of high schools in Da Nang city still has many limitations and has not met the requirements of educational innovation.
The planning for high school teacher development has not been really focused on, leading to a lack of uniformity in structure, a lack of teachers in some subjects; the quality of teachers and the ratio of teachers have not been harmonized and balanced between schools; there are still differences between schools, especially schools in the outskirts of the city.
The selection of new teachers focuses on standards of training level, heavily on degrees, and has not yet developed a set of criteria to accurately assess pedagogical capacity and professional ethics, so it has not really ensured a comprehensive, fair, objective and accurate selection of teachers. Therefore, there are still a number of teachers whose pedagogical capacity does not correspond to their training level, does not meet the requirements and is not exemplary in qualities, ethics, etc.
Training and fostering work still has many limitations; training students at pedagogical universities has not fully met the requirements of general schools in terms of capacity, skills, pedagogical expertise, educational methods, professional ethics, etc. The effectiveness of fostering work is not high, has not met and become the personal needs of each teacher. Managers and teachers all want to change the form and content of fostering in a practical, effective direction, suitable to the actual requirements of teachers and the situation of education and training innovation.
The work of inspecting, checking, evaluating and classifying teachers is carried out regularly and is necessary. However, this is also the most difficult and weakest step, and needs to be focused on directing and implementing more effectively. Many opinions from managers and teachers are that the inspection, checking, evaluating and classifying are sometimes general, lacking objectivity, and using inappropriate evaluation methods.

![Mobile Phone Usage in Hanoi Inner City Area
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- Test the relationship between demographic variables and consumer behavior for Mobile Marketing activities
The analysis method used is the Chi-square test (χ2), with statistical hypotheses H0 and H1 and significance level α = 0.05. In case the P index (p-value) or Sig. index in SPSS has a value less than or equal to the significance level α, the hypothesis H0 is rejected and vice versa. With this testing procedure, the study can evaluate the difference in behavioral trends between demographic groups.
CHAPTER 4
RESEARCH RESULTS
During two months, 1,100 survey questionnaires were distributed to mobile phone users in the inner city of Hanoi using various methods such as direct interviews, sending via email or using questionnaires designed on the Internet. At the end of the survey, after checking and eliminating erroneous questionnaires, the study collected 858 complete questionnaires, equivalent to a rate of about 78%. In addition, the research subjects of the thesis are only people who are using mobile phones, so people who do not use mobile phones are not within the scope of the thesis, therefore, the questionnaires with the option of not using mobile phones were excluded from the scope of analysis. The number of suitable survey questionnaires included in the statistical analysis was 835.
4.1 Demographic characteristics of the sample
The structure of the survey sample is divided and statistically analyzed according to criteria such as gender, age, occupation, education level and personal income. (Detailed statistical table in Appendix 6)
- Gender structure: Of the 835 completed questionnaires, 49.8% of respondents were male, equivalent to 416 people, and 50.2% were female, equivalent to 419 people. The survey results of the study are completely consistent with the gender ratio in the population structure of Vietnam in general and Hanoi in particular (Male/Female: 49/51).
- Age structure: 36.6% of respondents are <23 years old, equivalent to 306 people. People from 23-34 years old
accounting for the highest proportion: 44.8% equivalent to 374 people, people aged 35-45 and >45 are 70 and 85 people equivalent to 8.4% and 10.2% respectively. Looking at the results of this survey, we can see that the young people - youth account for a large proportion of the total number of people participating in the survey. Meanwhile, the middle-aged people including two age groups of 35 - 45 and >45 have a low rate of participation in the survey. This is completely consistent with the reality when Mobile Marketing is identified as a Marketing service aimed at young people (people under 35 years old).
- Structure by educational level: among 835 valid responses, 541 respondents had university degrees, accounting for the highest proportion of ~ 75%, 102 had secondary school degrees, ~ 13.1%, and 93 had post-graduate degrees, ~ 11.9%.
- Occupational structure: office workers and civil servants are the group with the highest rate of participation with 39.4%, followed by students with 36.6%. Self-employed people account for 12%, retired housewives are 7.8% and other occupational groups account for 4.2%. The survey results show that the student group has the same rate as the group aged <23 at 36.6%. This shows the accuracy of the survey data. In addition, the survey results distributed by occupational criteria have a rate almost similar to the sample division rate in chapter 3. Therefore, it can be concluded that the survey data is suitable for use in analysis activities.
- Income structure: the group with income from 3 to 5 million has the highest rate with 39% of the total number of respondents. This is consistent with the income structure of Hanoi people and corresponds to the average income of the group of civil servants and office workers. Those
People with no income account for 23%, income under 3 million VND accounts for 13% and income over 5 million VND accounts for 25%.
4.2 Mobile phone usage in Hanoi inner city area
According to the survey results, most respondents said they had used the phone for more than 1 year, specifically: 68.4% used mobile phones from 4 to 10 years, 23.2% used from 1 to 3 years, 7.8% used for more than 10 years. Those who used mobile phones for less than 1 year accounted for only a very small proportion of ~ 0.6%. (Table 4.1)
Table 4.1: Time spent using mobile phones
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Alid
<1 year
5
.6
.6
.6
1-3 years
194
23.2
23.2
23.8
4-10 years
571
68.4
68.4
92.2
>10 years
65
7.8
7.8
100.0
Total
835
100.0
100.0
The survey indexes on the time of using mobile phones of consumers in the inner city of Hanoi are very impressive for a developing country like Vietnam and also prove that Vietnamese consumers have a lot of experience using this high-tech device. Moreover, with the majority of consumers surveyed having a relatively long time of use (4-10 years), it partly proves that mobile phones have become an important and essential item in peoples daily lives.
When asked about the mobile phone network they are using, 31% of respondents said they are using the network of Vietel company, 29% use the network of
of Mobifone company, 27% use Vinaphone companys network and 13% use networks of other providers such as E-VN telecom, S-fone, Beeline, Vietnammobile. (Figure 4.1).
Figure 4.1: Mobile phone network in use
Compared with the announced market share of mobile telecommunications service providers in Vietnam (Vietel: 36%, Mobifone: 29%, Vinaphone: 28%, the remaining networks: 7%), we see that the survey results do not have many differences. However, the statistics show that there is a difference in the market share of other networks because the Hanoi market is one of the two main markets of small networks, so their market share in this area will certainly be higher than that of the whole country.
According to a report by NielsenMobile (2009) [8], the number of prepaid mobile phone subscribers in Hanoi accounts for 95% of the total number of subscribers, however, the results of this survey show that the percentage of prepaid subscribers has decreased by more than 20%, only at 70.8%. On the contrary, the number of postpaid subscribers tends to increase from 5% in 2009 to 19.2%. Those who are simultaneously using both types of subscriptions account for 10%. (Table 4.2).
Table 4.2: Types of mobile phone subscribers
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
Prepay
591
70.8
70.8
70.8
Pay later
160
19.2
19.2
89.9
Both of the above
84
10.1
10.1
100.0
Total
835
100.0
100.0
The above figures show the change in the psychology and consumption habits of Vietnamese consumers towards mobile telecommunications services, when the use of prepaid subscriptions and junk SIMs is replaced by the use of two types of subscriptions for different purposes and needs or switching to postpaid subscriptions to enjoy better customer care services.
In addition, the majority of respondents have an average spending level for mobile phone services from 100 to 300 thousand VND (406 ~ 48.6% of total respondents). The high spending level (> 500 thousand VND) is the spending level with the lowest number of people with only 8.4%, on the contrary, the low spending level (under 100 thousand VND) accounts for the second highest proportion among the groups of respondents with 25.4%. People with low spending levels mainly fall into the group of students and retirees/housewives - those who have little need to use or mainly use promotional SIM cards. (Table 4.3).
Table 4.3: Spending on mobile phone charges
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<100,000
212
25.4
25.4
25.4
100-300,000
406
48.6
48.6
74.0
300,000-500,000
147
17.6
17.6
91.6
>500,000
70
8.4
8.4
100.0
Total
835
100.0
100.0
The statistics in Table 4.3 are similar to the percentages in the NielsenMobile survey results (2009) with 73% of mobile phone users having medium spending levels and only 13% having high spending levels.
The survey results also showed that up to 31% ~ nearly one-third of respondents said they sent more than 10 SMS messages/day, meaning that on average they sent 1 SMS message for every working hour. Those with an average SMS message volume (from 3 to 10 messages/day) accounted for 51.1% and those with a low SMS message volume (less than 3 messages/day) accounted for 17%. (Table 4.4)
Table 4.4: Number of SMS messages sent per day
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<3 news
142
17.0
17.0
17.0
3-10 news
427
51.1
51.1
68.1
>10 news
266
31.9
31.9
100.0
Total
835
100.0
100.0
Similar to sending messages, those with an average message receiving rate (from 3-10 messages/day) accounted for the highest percentage of ~ 55%, followed by those with a high number of messages (over 10 messages/day) ~ 24% and those with a low number of messages received daily (under 3 messages/day) remained at the bottom with 21%. (Table 4.5)
Table 4.5: Number of SMS messages received per day
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<3 news
175
21.0
21.0
21.0
3-10 news
436
55.0
55.0
76.0
>10 news
197
24.0
24.0
100.0
Total
835
100.0
100.0
When comparing the data of the two result tables 4.4 and 4.5, we can see the reasonableness between the ratio of the number of messages sent and the number of messages received daily by the interview participants.
4.3 Current status of SMS advertising and Mobile Marketing
According to the interview results, in the 3 months from the time of the survey and before, 94% of respondents, equivalent to 785 people, said they received advertising messages, while only a very small percentage of 6% (only 50 people) did not receive advertising messages (Table 4.6).
Table 4.6: Percentage of people receiving advertising messages in the last 3 months
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
Have
785
94.0
94.0
94.0
Are not
50
6.0
6.0
100.0
Total
835
100.0
100.0
The results of Table 4.6 show that consumers in the inner city of Hanoi are very familiar with advertising messages. This result is also the basis for assessing the knowledge, experience and understanding of the respondents in the interview. This is also one of the important factors determining the accuracy of the survey results.
In addition, most respondents said they had received promotional messages, but only 24% of them had ever taken the action of registering to receive promotional messages, while 76% of the remaining respondents did not register to receive promotional messages but still received promotional messages every day. This is the first sign indicating the weaknesses and shortcomings of lax management of this activity in Vietnam. (Table 4.7)
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