Established in 1998... These organizations not only have technical authority but are also a source of norms used to guide the behavior of Internet users.
2.1.2 . International system of documents regulating the Internet
As mentioned above, global organizations established by countries are not only organizations that build specific technical standards but also regulate Internet relations. The following organizations have the authority to regulate the Internet sector:
a. Unesco
As a traditional authority in the field of scientific, cultural and educational development, it has many regulations and applications in the field of information technology and communications.
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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Model system to assess the suitability of Vietnam's population-economic development process - 21 -
Solution Group on Bad Debt Monitoring and Handling Violations of Vietnam's Commercial Banking System -
Judicial educational measures at communes, wards and towns for juvenile offenders in Vietnam's Criminal Law - 2 -
Perfecting the Law on Lending of Foreign-Invested Commercial Banks in Vietnam to Ensure the Implementation of Vietnam's Commitments in
b. ISO/IEC27002
Technical standards on information system security developed by the International Organization for Standardization

c. WTO
The organization ensures the free flow of international trade, including electronic commerce and certain agreements on information and communications services and products. 1994 The WTO drafts the TRIPS Agreement_ the Agreement on Trade-Related Intellectual Property Rights, which includes certain provisions on the protection of computer programs.
d. UNCITRAL
The United Nations International Trade Law Commission has developed a set of model laws in the field of electronic commerce, including the 2001 Model Law on Electronic Signatures, the 1996 Model Law on Electronic Commerce, and the 2005 United Nations Convention on the Use of Electronic Instruments in the Formation of International Contracts.
e. OECD
The Organization for Economic Cooperation and Development issued the 1980 guiding principles on data protection, the 1992 principles on information systems security, the 1998 general conditions for computing and policy guidelines to protect and enhance consumer autonomy in electronic commerce, 1999, and the 2008 guidelines for combating identity theft.
f. WIPO
The World Intellectual Property Organization has issued the CISAC and SECEM Regulations to regulate the protection of copyright, related rights and verification of works on the global digital network.
g. ITU
ITU's main activities cover all matters relating to telecommunications. ITU has three main areas of activity: ITU-R deals with broadcasting systems and equipment; ITU-T: Prepares technical regulations on postal and telecommunications systems, networks and services; ITU-D: Prepares recommendations, resolutions, guidelines, handbooks, reports, etc.
Vietnam has participated in ITU activities since 1976. Currently, the Ministry of Information and Communications is the representative of Vietnam at this organization. In ITU-T standardization activities, we have mainly focused on participating in sensitive areas that directly affect national interests such as billing and international payment (undertaken by SG3). In addition to SG3, we have begun to participate in SG4 activities on electromagnetic compatibility (EMC). Since 1996, the Vietnam Posts and Telecommunications Group has participated in conferences on World Telecommunication Standards (held every 4 years) and since 2002, has participated in the Telecommunications Standardization Advisory Group (TSAG).
In addition to the Regulations established by International Organizations, there are other International documents voluntarily signed by countries for the common good. These documents include points related to the fields of Technology and the Internet such as:
- TRIPs Agreement
- Universal Copyright Convention signed in Geneva 1952 (also known as the Berne Convention)
- International Convention for the Protection of Performers, Producers of Phonograms and Broadcasting Organizations (Rome Convention 1961)
- WIPO Copyright Convention adopted in Geneva 12/1996 (WCT Convention)
- WIPO Convention on Performances and Phonograms adopted at Geneva on December 20, 1996 (WPPT Convention)
- The Brussels Convention or Satellite Convention of 1974 relates to the distribution of programme-carrying signals transmitted by satellite.
- WTO regulations
The common characteristics of the Regulations established by international organizations are often in the category of "soft law" in the form of model laws, or recommendations, suggestions... for countries to consider and apply without being coercive.
The regulations established and issued by multinational organizations still have overlapping regulations, such as intellectual property issues under the jurisdiction of WIPO, but the regulations of the WTO or UNESCO are also mentioned.
2.1.3. Vietnam's Internet regulatory document system In 1997, when Internet services were available in Vietnam:
- Temporary regulations on management and establishment of Internet use in Vietnam issued together with Decree 21/CP dated March 5, 1997 of the Government.
- Joint circular of the Ministry of Home Affairs, Culture - Information and the General Department of Posts guiding the licensing of connection, provision and use of the Internet in Vietnam.
- Regulations on licensing to provide information on the Internet issued together with Decision No. 1110/BC dated May 21, 1997 of the Ministry of Culture and Information.
Along with more than 10 years of formation and development of the Internet, Vietnam has issued many documents regulating this field. Listed below:
- Decree 55/2001/ND-CP on management, provision and use of Internet services issued on August 23, 2001.
- Circular No. 04/2001/TT-TCBD of the General Department of Posts on management, provision and use of internet services and connection services;
- Post and Telecommunications Ordinance No. 43/2002/PL-UBTVQH10 was passed by the Standing Committee of the 10th National Assembly on February 25, 2002, effective from October 1, 2002;
- Decision No. 27/2002/QD-BVHTT dated October 10, 2002 of the Ministry of Culture and Information on promulgating the Regulations on management and licensing of information provision and establishment of electronic news sites on the Internet.
- Decision No. 33/2002/QD-TTg dated February 8, 2002 approving the "Vietnam Internet development plan"
- Decision No. 217/2003/QD-TTg dated October 27, 2003 of the Prime Minister on "management of postal and telecommunications prices and charges".
- Decision No. 71/2004/QD-BCA (A11) on ensuring safety and security in internet management and use activities in Vietnam...
- Decree No. 160/2004/ND-CP dated September 3, 2004 of the Government detailing a number of articles of the Ordinance on Posts and Telecommunications.
Up to this point, the system of documents currently regulating activities related to this field includes:
a. Related document system
- Press Law
- Information Technology Law
- High Technology Law
- Radio Frequency Law
- Law on electronic transactions
- Intellectual property law
- Law on publishing
- Law on protection of state secrets
- Copyright law
- Advertising law
- Decree 59/2006/ND-CP dated June 12, 2006 detailing the Commercial Law on goods and services prohibited from trading, restricted from trading and conditional trading
- Decree 63/2007/ND-CP regulating administrative sanctions for violations in the field of information technology
- Decree No. 90/2008/ND-CP on anti-Spam
- Decree No. 03/2000/CP dated February 3, 2000 guiding the implementation of a number of articles of the Law on Enterprises
b. Direct regulatory text system
- Telecommunications Law
- Decree No. 25/2011/ND-CP guiding the implementation of the Law on Telecommunications
- Decree No. 97/2008/ND-CP on management, provision and use of Internet services and electronic information on the Internet
- Circular 14/2010/TT-BTTTT detailing a number of articles of Decree 97/2008/ND-CP on management, provision and use of Internet services and electronic information on the Internet
- Circular No. 07/2008/TT-BTTTT guiding a number of contents on information provision activities on personal electronic information pages and electronic information on the Internet.
- Circular 09/2008/TT-BTTTT dated December 24, 2008 on management, provision and use of Internet resources
- Decree No. 28/2009/ND-CP regulating administrative sanctions for violations in the management, provision and use of Internet services and electronic information on the Internet.
- Joint Circular No. 02/2005/TTLT-BBCVT-BVHTT-BCA-BKHĐT on Internet agency management
- Joint Circular No. 60/2006/TTLT-BVHTT-BCVT-BCA (Circular 60) on online game management
In addition, the Vietnamese government also issued the following planning and strategic documents and decisions:
- Decision No. 33/2002/QD-TTg approving the Vietnam Internet Development Plan for the 2001-2005 period
- Decision No. 32/2006/QD-TTg dated February 7, 2006 approving the Plan for development of telecommunications and Internet in Vietnam until 2010
- Decision No. 158/2001/QD-TTg dated October 18, 2001 approving the "Strategy for developing Vietnam's Post and Telecommunications to 2010 and orientation to 2020".
- Decision No. 698/QD-TTg dated June 1, 2009 Approving the Master Plan for Information Technology Human Resource Development to 2015 and Orientation to 2020
- Decision No. 246/2005/QD-TTg dated October 6, 2005 Approving the strategy for developing information technology and communications in Vietnam to 2010 and orientation to 2020
- Directive 07/CT-BBCVT dated July 7, 2007 on the Strategic Orientation for the Development of Information Technology and Communications in Vietnam for the period 2011 - 2020 (referred to as "Take-off Strategy")
- Decision No. 1755/QD-TTg dated September 22, 2010 approving the project "Making Vietnam soon become a strong country in Information Technology and Communications".
In addition, there is a system of other mechanisms, policies and documents of the Ministry of Posts and Telecommunications and joint documents between the Ministry of Posts and Telecommunications and related Ministries and Sectors regulating specialized fields, and documents issued by local Provinces and Cities to manage local Internet services such as Decision No. 15/2010/QD-UBND dated April 26, 2010 of the Hanoi People's Committee regulating the management, provision and use of Internet services at Internet agents in Hanoi.
2.2. GENERAL ASSESSMENT OF VIETNAM'S INTERNET REGULATORY DOCUMENT SYSTEM
2.2.1. For objective needs
During more than half a century of existence and development, the Vietnamese State has issued a large number of legal documents to govern and manage society and the State. State management by law is a very important principle and has been expressed in the Vietnamese Constitution - the fundamental law of the State. The Internet field is no exception to the above laws and principles.
In the world, the Internet has been used since the 1980s. In Vietnam, the Internet was not known until the 1990s and it was not until the end of 1999 that the Internet officially came into use when the Vietnam Posts and Telecommunications Corporation
Vietnam Post and Telecommunications Group (now Vietnam Posts and Telecommunications Group) launched Internet services and connected to the world network on November 19, 1999.
In the legal field, to "anticipate" the above event as well as to establish a legal corridor to manage this field since March 1997, the Vietnamese Government issued the Temporary Regulations on management and establishment of Internet use in Vietnam, issued together with Decree 21/CP dated March 5, 1997 of the Government. These were the first documents of the State to manage the Internet field. And since then, in the development process of Internet services, the State has issued many legal documents to manage this field to meet practical management requirements, this can be clearly seen in section 2.1.3 of this thesis, the system of Vietnamese documents regulating the Internet. The documents focus on regulating three major issues in the Internet field, which are the management, provision and use of the Internet; licensing of activities in the field of journalism, specifically electronic newspapers, and electronic information websites and online games, and documents related to the development orientation of the Vietnamese Internet.
In general, Vietnam has issued a system of documents regulating Internet relations that is relatively complete and objectively appropriate. However, according to the laws of life, society is always developing, daily social issues arise new factors that require legal documents to respond and adjust promptly, so specialized agencies managing the Internet sector are continuing to research to perfect the mechanism and policies for managing information on the Internet to meet the requirements of real life, contributing to improving the effectiveness of state management in this field, at the same time perfecting more theoretical issues as well as technical processes through reviewing and systematizing legal documents on the Internet will have a great effect, supporting the management activities of this field in the future.

![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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