Vietnam Rich Communication Services Market Outlook to 2028

Vietnam Rich Communication Services (RCS) Market Overview

The Vietnam Rich Communication Services (RCS) Market has shown growth which was reflected in the global RCS market valued at USD 2 billion in 2023. This growth is driven by the increasing adoption of smartphones, enhanced network infrastructure, and the growing demand for advanced communication services beyond traditional SMS and MMS.

The major players in the Vietnam RCS market include Viettel, Mobi Fone, Vinaphone, Google, and Samsung. These companies dominate the market due to their extensive network infrastructure, innovative RCS solutions, and strong customer base.

In 2023, Viettel announced a partnership with Google to expand its RCS platform, aiming to cover 10 million subscribers by the end of 2024. This collaboration leverages Google's Jibe RCS platform to enhance message encryption and multimedia capabilities.

The southern region, primarily Ho Chi Minh City, dominated the market in 2023. The advanced digital infrastructure and high smartphone penetration in this region contribute to its leading position.

Vietnam Rich Communication Services Market Segmentation

Vietnam's rich communication services market is segmented into application, end-users, and region.

By Application: The Vietnam rich communication services market is segmented by application into customer service, marketing, and others (internal communication and notifications). In 2023, customer service applications dominated the market due to the demand for personalized and interactive communication with customers which has driven the adoption of RCS in customer service.

By End-Users: The market is segmented by end-user industry into retail, banking and finance, healthcare, and others (travel and entertainment). The retail sector held the largest market share in 2023 due to the use of RCS for personalized promotions, order updates, and customer engagement has significantly benefited the retail industry.

By Region: The market segmentation by region includes North, South, East, and West. The southern region, particularly Ho Chi Minh City, dominated the market with a higher market share in 2023. The city's tech-savvy population and the presence of major telecom operators contribute to its leading position.

Vietnam Rich Communication Services Market Competitive Landscape

Company

Establishment Year

Headquarters

Viettel

1989

Hanoi

Mobi Fone

1993

Hanoi

Vinaphone

1996

Hanoi

Google

1998

Mountain View, USA

Samsung

1938

Seoul, South Korea

Vinaphone: In 2024, Vinaphone launched a nationwide RCS awareness campaign, reaching out to 20 million users through various marketing channels. The campaign aimed to educate users about the benefits of RCS and increase adoption rates. According to Vinaphone, this initiative resulted in an increase in RCS usage among its subscribers, highlighting the importance of user education in driving market growth.

Mobi Fone: In 2023, Mobi Fone integrated AI-driven customer support into its RCS services, enhancing user experience and operational efficiency. By 2024, over 5 million users had benefited from these AI enhancements, increasing user satisfaction. The Vietnam Chamber of Commerce and Industry reported that this development showcases the potential of combining AI and RCS for superior communication services.

Vietnam Rich Communication Services Market Analysis

Vietnam Rich Communication Services Market Growth Drivers:

Smartphone Penetration: Vietnam's smartphone user base reached 70 million in 2023, making up a substantial portion of the population. This wide adoption of smartphones is a crucial driver for the RCS market as it enables a broader audience to access and utilize rich communication services. This data, reported by the Ministry of Information and Communications, underscores the potential for growth in RCS usage as more users shift from basic mobile phones to smartphones.

Enhanced Network Infrastructure: The deployment of 5G networks across Vietnam is another key driver. By the end of 2024, there were over 30,000 5G base stations operational nationwide. This enhanced network infrastructure supports the advanced capabilities of RCS, such as high-quality multimedia messaging and real-time communication.

Increased Adoption in Businesses: In 2024, businesses in Vietnam are integrating RCS for customer engagement and service. This trend is driven by the need for more interactive and efficient communication channels that offer a better customer experience compared to traditional SMS.

Vietnam Rich Communication Services Market Challenges:

High Costs of Implementation: The high expense can deter smaller operators from adopting RCS technology, limiting the market's overall growth potential. Industry reports highlight the need for cost-effective solutions and support mechanisms to encourage broader adoption.

Competition from OTT Messaging Apps: The presence of Over-the-Top (OTT) messaging apps like Whats App, Zalo, and Viber presents a considerable challenge for the RCS market. In 2024, these apps collectively had over 50 million active users in Vietnam, providing free and feature-rich messaging services that compete directly with RCS.

Vietnam Rich Communication Services Market Government Initiatives:

5G Network Expansion: In 2024, the government mandated the expansion of 5G networks, resulting in the installation of over 30,000 new base stations. This expansion supports the capabilities of RCS by providing faster and more reliable network services. The Vietnam Telecommunications Authority reported that this initiative is essential for meeting the growing data demands and improving the quality of digital communication services.

Cybersecurity Enhancement: In 2024, the government allocated USD 200 million to improve cybersecurity measures for digital communication services, including RCS. This investment aims to address data privacy concerns and enhance the security of user data. The Ministry of Public Security reported that these measures are crucial for building user trust and ensuring the safe adoption of RCS services.

Vietnam Rich Communication Services Future Market Outlook

Vietnam's rich communication services market is expected to grow in the coming years. The market is also likely to shift towards more organized with established players and online platforms expanding their reach.

Vietnam Rich Communication Services Future Market Trends:

Integration with Io T: The integration of RCS with Internet of Things (Io T) devices is anticipated to become a major trend. By 2028, it is expected that over 10 million Io T devices in Vietnam will be connected through RCS, enabling real-time communication and data exchange. This development will drive innovation across various sectors, including smart homes, healthcare, and transportation.

AI-Powered RCS Services: The adoption of AI-powered RCS services is expected to increase. By 2028, it is projected that the majority of RCS interactions in Vietnam will be AI-driven, providing personalized and efficient communication experiences. The integration of AI will enhance customer support, marketing campaigns, and overall user engagement, driving market growth.
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