Currently, the People's Court of Hoai Duc district, Hanoi city" is the subject of his research .
2. Research status of the topic
Mediation is an important issue in resolving civil cases in Court. Therefore, in addition to being concerned by the State and regulated in documents on civil procedure law (PLTTDS), there have also been many legal scientific research works studying this issue such as:
- Master's thesis in law: " Mediation in civil proceedings - practice and improvement direction " by Bui Dang Huy, Hanoi Law University, 1996;
- Master's thesis in law: " Reconciliation in civil proceedings" by Truong Kim Oanh, Institute of State and Law Studies, Center for Social Sciences and Humanities, 1996;
Maybe you are interested!
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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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Conditional civil transactions according to the provisions of Vietnamese civil law - 4 -
Temporary Emergency Measures Under Vietnamese Civil Procedure Law -
Evidence and proof issues in the Civil Procedure Code - 9 -
Practical Implementation of Basic Civil Rights of PWDs in Vietnam
- Doctoral thesis in law: " Mediation in resolving economic disputes at Court in Vietnam " by Dao Thi Xuan Lan, Institute of State and Law, Hanoi, 2004;
- Doctoral thesis in law: " Conciliation regime in civil procedure law - Some theoretical and practical issues " by Tran Van Quang, Hanoi Law University, 2004.

Besides, there are many articles on the practice of conciliation of civil cases by authors published in the People's Court Magazine, State and Law Magazine, Inspection Magazine, Justice Newspaper... such as:
- " Improving the conciliation regime in civil proceedings" by Dao Thi Mai Huong, TAND Magazine, No. 1, 1998;
- " Reconciliation and self-agreement in civil, economic and labor proceedings"
by Phan Huu Thu, Democracy and Law Magazine, No. 02, 1999;
- " The role and procedures of mediation in adjudicating labor disputes"
by Le Van Luat, TAND Magazine, No. 16, 2004;
- " Application of mediation regulations in civil proceedings" by Nguyen Thi Thanh Huong, Procuracy Magazine, No. 5, 2006;
- " The court's decision depends on the agreement of the parties" by Nguyen Quoc Phuong, Cong Ly Newspaper, No. 72, September 6, 2008;
- " Conciliation in civil proceedings of Vietnam and Japan from a comparative perspective" by Duong Quynh Hoa, State and Law Magazine, No. 02, 2008...
In addition, mediation in civil proceedings is also mentioned in the Civil Procedure Law Textbook of Hanoi Law University, Ho Chi Minh City Law University...
Each work and each article above studies mediation in civil procedure from a separate aspect, but most of them refer to the current status of the law on mediation, reflect the difficulties in the process of applying this institution and propose solutions to amend and supplement the regulations on mediation as well as measures to improve the effectiveness of mediation in the process of resolving civil cases at the Court. In particular, the research work of Dr. Tran Van Quang has studied in a relatively complete and comprehensive manner the mediation institution in civil procedure as well as the practical application of this institution. However, like other legal institutions, the mediation institution of civil cases is formed on a socio-economic basis, deeply reflecting the economic, political, cultural and social factors of the time. Therefore, the mediation institution always moves and develops objectively before the requirements of social life. The promulgation of the Civil Procedure Code is a great development of the civil procedure law system, including the mechanism of conciliation of civil cases. However, since the promulgation of the Civil Procedure Code, there has not been any research work that has fully and comprehensively studied the conciliation provisions of this Code.
3. Subject and scope of the research topic
The research object of the topic is theoretical issues on mediation, the institution of mediation of civil cases such as the concept, nature, meaning, basis of the institution of mediation of civil cases; regulations of the Civil Procedure Code on mediation of civil cases and their practical application at the People's Court of Hoai Duc district, Hanoi city; solutions to address the shortcomings of these regulations to improve the effectiveness of mediation of civil cases in civil procedures.
The provisions of the Civil Procedure Code on conciliation of civil cases is a topic with very broad research content, including many different issues. However, within the scope of this topic, the author only focuses on researching the provisions of the Civil Procedure Code on conciliation of civil cases before opening a court session, civil meeting as a part of the Civil Procedure Code in order to reveal their basic contents and the practical implementation of them at the People's Court of Hoai Duc district, Hanoi city.
4. Purpose and tasks of research topic
The purpose of the research is to further explore theoretical issues on mediation, analyze and explore the content of the provisions on mediation of civil cases in the Civil Procedure Code as well as the practical application of these provisions at the People's Court of Hoai Duc district, Hanoi city; thereby proposing solutions to improve the law on mediation to improve the effectiveness of mediation work in civil procedures.
To achieve the above goals, the research topic has the following main tasks:
- Study the theoretical basis of resolving civil cases by conciliation at Court; study the content of the provisions of the Civil Procedure Code on conciliation of civil cases.
- Research on the practical application of the provisions of the Civil Procedure Code on the mediation of civil cases at the People's Court of Hoai Duc district, Hanoi city.
- Identify the shortcomings and inadequacies of the provisions of the Civil Procedure Code on civil mediation and find solutions to improve the provisions of the Civil Procedure Code on civil mediation.
5. Methodology and research methods of the topic
The topic is researched on the basis of Marxism-Leninism methodology and Ho Chi Minh's thought on state and law. In addition, the research of the topic is not separate from other institutions of PLTTDS in particular and the entire legal system in general.
The specific research methods used are: analysis, demonstration, synthesis, interpretation, comparison, social investigation, logic, history...
6. New scientific points of the thesis
It can be said that, since the Civil Procedure Code came into effect, this thesis is the first monograph that comprehensively, completely and systematically studies the provisions on mediation of this Code. Therefore, the thesis has new scientific contributions as follows:
- Reveal some more theoretical issues on civil case mediation;
- Fully assess the current status of the provisions on mediation of the Civil Procedure Code, point out the difficulties in the application process and their shortcomings and inadequacies.
- Make recommendations to improve the provisions of the Civil Procedure Code on civil mediation.
7. Structure of the thesis
In addition to the introduction, conclusion and list of references, the content of the thesis includes 3 chapters:
Chapter 1 : Overview of the civil case mediation regime in Vietnamese civil procedure law
Chapter 2 : Contents of provisions of the 2004 Vietnam Civil Procedure Code on mediation of civil cases
Chapter 3 : Practical implementation of the provisions of the 2004 Vietnam Civil Procedure Code on civil case mediation at the People's Court of Hoai Duc district, Hanoi city and recommendations.
Chapter 1
OVERVIEW OF THE REGULATIONS ON CONCILIATION OF CIVIL CASES IN VIETNAMESE CIVIL PROCEDURE LAW
1.1. CONCEPT, BASIS AND ROLE OF CIVIL CONCILIATION REGULATIONS IN VIETNAMESE
1.1.1. Concept of civil case mediation in Vietnamese civil procedure law
Mediation is a traditional method to resolve disputes in all areas of social life. Normally, when a dispute arises, the disputing parties will try to meet each other directly to settle, negotiate, and bargain. If there is no result, they will seek a third party to help them resolve the dispute. The third party they seek first will not be strangers but the closest people of the two parties. If their relatives cannot help them reconcile themselves, they will seek and rely on grassroots mediators or people working in the government and grassroots organizations that they trust. If the dispute resolution stops at the above levels, it is considered extrajudicial dispute resolution.
If the parties cannot negotiate and reconcile with each other, they will be forced to file a lawsuit in court. However, the law does not require all parties to file a lawsuit in court. They have the right to file a lawsuit requesting the court to resolve the dispute or not to file a lawsuit. Article 4 of the Civil Procedure Code stipulates: "Individuals, agencies and organizations have the right to file a civil lawsuit, request the settlement of civil matters at a competent court to request the court to protect their legitimate rights and interests or those of others". If the disputing parties choose to file a lawsuit to request the court to protect their rights, they still have the right to freely file a lawsuit throughout the litigation process.
determine their rights. Clause 2, Article 5 of the Civil Procedure Code stipulates: "In the process of resolving civil cases, the parties have the right to terminate, change their requests or voluntarily reach an agreement with each other, not contrary to the law and social ethics" [34]. That means that to resolve civil cases, in addition to adjudication, the Court can mediate to help the parties reach an agreement to resolve the case. In mediation, the Court is also a third party in resolving disputes. However, the Court's role as a third party does not stop at consulting and proposing dispute resolution options like a Mediator, but the law also gives the Court the right to make the final decision on the case, if the disputing parties cannot reach an agreement themselves.
Thus, civil case mediation is a method of resolving civil cases by the Court. However, there are still many different understandings of civil case mediation. There is a view that: Mediation in dispute resolution at the Court is a way to integrate mediation into judicial proceedings with the role of the Court as a third intermediary to help propose friendly solutions for the two parties to reach an agreement, while at the same time recognizing the legal value and ensuring the enforcement by the power of the State of the agreement results of the parties [18, p. 21]. Another view is that: Civil case mediation is a procedural activity conducted by the Court to help the parties reach an agreement on resolving civil cases [61, p. 257].
There is also a view that: Mediation in civil proceedings is a way to resolve civil disputes prescribed by law according to a certain order and procedure, according to which the Court explains the law to make the parties understand their rights and obligations in the dispute relationship with the aim of guiding the parties to voluntarily agree with each other to resolve the dispute between them [16, p. 43].
From the above mentioned viewpoints and current legal regulations, it can be seen that mediation in civil proceedings has the following characteristics:
Firstly, conciliation is a principle and procedure in the process of resolving civil cases.
Conciliation has been stipulated by the Vietnamese Civil Procedure Code as a principle and procedure in the process of resolving civil cases for the parties to exercise their right to self-determination and create opportunities to shorten the litigation time, while contributing to improving the effectiveness of the Court's operations. According to Article 10 of the Civil Procedure Code: "The Court is responsible for conducting conciliation and creating favorable conditions for the parties to reach an agreement on the settlement of civil cases in accordance with the provisions of this Code". According to Article 180 of the Civil Procedure Code: "During the period of preparation for the first-instance trial of a case, the Court shall conduct conciliation for the parties to reach an agreement on the settlement of the case, except for cases that are not mediated or do not undergo conciliation as prescribed in Articles 181 and 182 of this Code" [34]. Thus, conciliation is a mandatory procedure before the first-instance trial of civil cases that are required by law to be mediated.
Second, the Court is the intermediary entity conducting mediation.
The Court participates in mediation as an intermediary during the entire process of resolving civil cases, not only ensuring the parties' right to self-determination but also ensuring the legality of the mediation. The Court is the one who proactively summons the parties to open a mediation session. During the mediation process, the Court, represented by the Judge assigned to resolve the case, has the task of explaining the law related to the dispute, analyzing the difficulties of the parties, and proposing options for the parties to reach an agreement on resolving the case. The results of the mediation are recognized by the Court. Thus, the presence of the Court in mediation affirms the Court's intermediary position in the process of mediating civil cases at the Court.
Third, conciliation is an agreement between the parties.

![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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