Vietnam Digital Market Overview for Multi-screen Product of Stream Group

The purpose of this thesis was to give an overall view about Vietnam economy and its digital market situation. The main objectives of the thesis were to draw a full picture of the market to provide detail insight about the current situation and information about key operator in the field and potential competitors. Based on that, the thesis provided an analysis and evaluate for the potential of multi-screen product and recommendation of establish business and entry mode suggestion for Stream Group in Vietnam market. The thesis was based on theoretical framework which consist of PEST analysis, Ansoff’s matrix, SWOT analysis, Potter’s five forces and entry modes. Those methods are the foundation for the analysis and evaluation the data gathers from various sources and interviews. The data of the thesis are figures and numbers, law documents, reports, books, journal, survey, article about Vietnam’s politics, economy, social, and technology, and three biggest enterprises of the telecommunication industry, which are Viettel, Mobi-Fone, and Vinaphone, from publish sources. The interviews are semi-structured to collect the data with prepared questionnaire. The sample for the interviews was five managers from five mobile network operators in Vietnam, however, only one of the interviewee agreed for the interview. The result of the data showed that there is demand for multi-screen products from mobile network operator and they do have plan to purchase or outsourcing the services. Moreover, there is no direct competition of multi-screen services for Internet mobile platform. The available of multi-screen services is limited for IPTV services so Stream Group could easily enter and offers the product for the market without facing harsh competition. Due to the nature of the business environment, Stream Group is advised to cooperate with a local company, ideally with a state-owned company to avoid legal restriction and have upper-hand advantages and connection in the economy and in the industry