Consumers in Vietnam have become somewhat resistant to the current marketing activities of mobile phone players as the majority are satisfied with their existing smartphones. After a long period of constantly upgrading their smartphones, many Vietnamese consumers are no longer seeing significant differences in the newer models of smartphones.
Since Vietnam has a young population, mid-price smartphones costing VND5-10 million with newer technologies are still the most sought-after models. Large screen, dual camera, new imaging features and long battery life are the most appealing features when people consider buying a smartphone.
Although feature phones has continued to decline in retail volume terms in 2019, demand still exists for these products in Vietnam. The largest consumers of feature phones is the low-income segment, especially in rural areas where people just need mobile phones for basic communication.
Samsung Vina Electronics Co Ltd continues to lead mobile phones in 2019. The company holds the leading position in smartphones and second position in feature phones.
Being considered pioneers in their designs, both Apple’s and Samsung’s high-end smartphones have gained solid reputations in Vietnam. 2018 saw many of their rivals launching their own high-end products.
Internet retailing for smartphones is booming thanks to the faster growth of Vietnamese e-commerce. Tiki is regarded as a trustworthy online retailer in terms of smartphones and continually runs promotional campaigns, offering much lower prices than other channels, as well as 0%-interest on payment plans.
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This industry report originates from Passport, our Consumer Electronics market research database.