Vietnamese launch of Beeline, or "Big Zero"

Vietnam - not the first experience of entering foreign markets for Beeline, those can be considered as the CIS countries. On the other hand, the specificity of these states is different, common in the past, linguistic space does not work so complicated. Another case of Cambodia, it Beeline confronted with a number of national, technical, organizational features. And start planning in Vietnam was carried out with an amendment to this experience. One country in the region, something similar, something different and very strong. Why VimpelCom decided to continue its expansion into the region, what the root causes for such projects?

Perhaps the answer is found in the ambitions of Alexander Izosimov during his time as CEO «Vimpelcom. Large operators have a transnational structure, carry out operations not only in their own market, but also in other countries, their geography - the whole world. For Russian operators habitat was clear from the early days - the territory of the former USSR. But the ambitions of companies such that they need to be like their big brothers. For access to Europe for our operators have never had sufficient resources, and all the attractive, long-term assets have gone to the mastodon in this market. Left to scrape by susekam and look for markets that have remained outside the attention of major players, where our operators could gain a foothold, though in the long run. Such markets for VimpelCom was Cambodia, and Vietnam. Historically good relations with the USSR, Russian language skills, a positive attitude toward Russia - these are all factors well-being, which has spurred the search for contacts in these countries. In the negative costs include high population density, for example, in Vietnam is 87 million people, of whom more than 57 percent under the age of 25 years. The country grows one year 3 million new residents, there is a population explosion. But it also dictates a very low standard of living. Normal, average Vietnamese receives about $ 80 a month, and it is considered a normal salary. ARPU in the country varies from 7 to 9 dollars a month. Unfortunately, to estimate the actual size of ARPU is not possible, as well as its subscriber base. A lot of "dead" souls, often counts zadvaivayutsya and so on. But the market is potentially interesting, if it is to grow income level, children will grow and will also begin to enjoy communication. The commercial aspect of the entry of Cambodia, Vietnam, the operator is risky, does not in the foreseeable future, a clear impact, this work is on long-term perspective of 15-20 years. The desire of the former management company - to make such a project. Exactly the same way as the work of MTS in India relates to the desires, politics, not commerce.Consider the possibility of capture in the years to 2 per cent of the telecom market in Vietnam as sverhdostizhenie Archive for the company level is impossible.

It turns out that the yield on the Vietnam market is not that interesting? In my opinion, to call this project just political, image can not. Today VimpelCom gains experience, which in other circumstances is impossible. Experience with other states, starting and building networks in challenging environments is fundamentally different from Russian. The main task - to gain a foothold in new market, to try to become one of the operators and gradually build up its presence. The task of today - to gain a foothold in the market and gradually cover the whole country. Therefore, among the key indicators for the Beeline is not worth the number of subscribers. By the end of this year from 2 percent to 4 percent of the local market. Given that the link from the Beeline is available so far only in Ho Chi Minh City, Da Nang, Hanoi, where about 15 million people. By the end of 2009, the network will expand to other areas within the coverage area will be about 40 million people (45% of the total population).

It seemed unusual that the company is focused on to become the employer of the year in Vietnam, to provide the best environment for their employees. This is not only and not Russian specialists, their relatively small. In the office, Beeline and throughout the country employs about 500 people (495 to be exact, but the number is growing), the key position occupied by both Russian and Vietnamese. It turns out that the company focuses on long-term, ready for a long distance. And it suggests that the estimation of the market of Vietnam have a rational core.

Legally, a company called Gtel Mobile, a joint venture with the Vietnamese side. In establishing this cooperation have been actively involved people from the Ministry of Security of Viet Nam (similar to the FSB in Russian). Perhaps, therefore, support the company's level of government institutions is painless. Another thing is that the installation of base stations in the district-level has become a headache. Overcrowding of houses, little space, need to deal with the local municipality for such installation. The main question that troubled people - that all was safe and not harm their health. The fundamental difference from Russia and many other countries where there is no local government or their influence on these issues nominally.

The yield on the Vietnam market is the tariff plan "Big Zero", it cost per minute call is 1,199 VND (18,000 VND to 1 USD), the follow-minute within the network is free.Operator strongly emphasizes that he sees his task to arrange the price war, trying to focus on service quality, coverage. So, in other words, to gain a foothold in the market. The standard service includes the Ring Callback Tone.

Since 2010, the company will open its sales offices, is currently used around 7000 outlets across the country (it is and shops and stalls on the streets). To replenish the balance in Vietnam used scratch cards, so this distribution network is normal and adequate. Some still do not. By the time of launch there were several promotions, such as a girl in a striped dress went to Hanoi on motorcycles.

The company argued that other brand Beeline at the time of launch is already high.

I do not think that known or unknown brands on the market is critical for success. Prior to launching Beeline invested in social advertising is a small stretch that is necessary to cross the street at a green light.In a town where scooters pass on any lights, and cars come at times as well, it's true.

Well as promotional material stand umbrellas Beeline, they handed out free in the city, in the end he is full of them, local color and specificity.

Promotional materials are filled with images of local residents, all done in the traditional for Beeline level.

Commercial Director, even under the Beeline start an argument with someone and painted his head in the colors of the company. A strange move for my taste.

Immediately press conference was normal, a lot of journalists from Vietnam, as organizers say, they did not expect such a furore.Local pop star Kim sang a hymn Beeline in Vietnamese, it sounded strange, even stopped to look like a song from the pioneer camp. Perhaps the Beeline is worth taking this treatment of music and distribute it everywhere. Kim received the SIM-card with a nice number, somehow her number was on everyone's mind. Maybe now the fans will be calling her more often.

At the moment to discuss something about the future of Beeline in Vietnam is extremely premature. Stage is consolidation of the market, and when you start the brand's all done correctly. Suffice it to say that the network was built and launched in less than one year. This is in itself an achievement. As a dessert, allow you to offer video with the launch of Beeline network, it was taken down in the company and shown during the press conference. And we think, will have to come back to Vietnam next year, then we will discuss the work done by the company and its results. While the development of Beeline brand in the region positively. But increasingly, this project is interesting because it gives a new experience to the company. Experience in solving unusual problems.

Download video Vietnamese launch of the Beeline (51 MB)>>>