GROUP EXERCISE No.

2
Group 5 - M0110 Team members:
1. Trinh Van Dong 2. Nguyen Tien Dung 3. Tran Thi My Thanh 4. Dinh The Tuyen 5. Pham Thi My 6. Nguyen Thi Thu Huong 7. Phan Thi Ngoc Yen.

Question: Marketing Strategies IPTV Interactive TV MyTV. Answer:

With only 2.5 million subscribers in more than 80 million people, Vietnam is still regarded as a "piece of cake" charismatic with the pay-TV provider. 1. The potential market At the meeting on pay TV (THTT) held in Da Nang end of the month 5 / 2011, Deputy Minister of Information and Communications Do Quy Doan said after 10 years, THTT sector in Vietnam has grown rapidly rapidly, with about 2.5 million subscribers and hundreds of channels and foreign TH. According to figures of the MIC, is the 63 provinces and cities have at least one network TH cable, with 43% of households in urban use TH fiber, 18% of households use the receiver and satellite. Types THTT also booming, from TH cable, digital, satellite, mobile TH, IPTV ... and bring many different options for the segment segment (market segment) a market share of the pie field is divided by the mode of market segments (market segmentation), also known as customer segments. According to Manuel

Rougeron - Executive Director of the company VSTV (K +): Vietnam's market is considered the most potential for THTT, by percentage of households using THTT is still quite low compared to the dreams of 50 60% in many countries around the world. Of the more than 50 service providers in Vietnam THTT now, Canal + is the first foreign company working in the race for "slice" of this potential. The company famous French television with over 13 million subscribers, has partnered with VTV, with the product "the general" is K + now has nearly 200,000 subscribers, up nearly 10% market share THTT. According to industry experts TH, THTT will continue to thrive in Vietnam in the decade. According to transmission planning, radio broadcasting and television to the Prime Minister in 2020 was approved in 2009, the 2020 will stop the use of analog TV to switch to digital technology. This is the general trend of the television world, Luxembourg is the first country to announce completion of the conversion of TH similar to TH. After the Netherlands, Finland, USA, Germany, Switzerland, Sweden ... many countries have also made this transition route. In fact, the number of TH is also associated with a shift from promoting TH (not paid) to THTT, and not difficult to predict the THTT will provide fierce competition to win- in fertile ground, but most likely saturated after 10 years as Vietnam. 2. MyTV Interactive Television IPTV

Officially opened 09/2009, MyTV - VNPT products by the Company VASC Software and Media Development is a pay television service "born late" but a new television technology on the internet protocol to bring customers a completely new experience "TV on demand". With MyTV service customers can enjoy more than 100 television channels as other forms of television and video content stores, music, karaoke, information diversity. Thus, after two years of development, to May 09/2011, MyTV has 450,000 subscribers across the country, accounting for 20% market share of pay TV, a type of pay TV is the only country of 63/63 Development of the provinces. Estimated end in 2012, MyTV will reach more than 1 million subscribers in the country. TV services over Internet Protocol IP - MyTV is provided to customers based on IPTV technology (Internet Protocol Television). TV signals are converted into IP signals, transmitted over ADSL network infrastructure to

terminals is the decoder Set - top - box. To use the TV service via IP protocol, clients need a decoder (Set - top - box), ADSL. VNPT's IPTV service, VASC directly by building and deploying on a national scale commercial called MyTV, a product of the convergence, with a terminal client can use many different services via TV. TV services on the Internet: to give our customers the unique channel in the country along with the advantages when using the service Vietnam: Pause, Electronic Program Guide, the program does not lock children, Archive. Services providing content on demand (also known as multi-media service) provides customers the ability to request the content at a time suitable for any customer. Content will be required to manage each subscriber according to the time of use, duration of use or number of uses. Service request has a wealth of genres: Movies on demand, TV on demand, music on demand, Karaoke upon request, the request Game, Health Beauty, Children, Useful Information know, TV Marketing, Sports, ... Interactive services, including all genres: fast forward function - rewind, pause, store. Service to send and receive messages through TV, the TV message service, see the phone service, conferencing services, newspaper services on TV, information services via television. To use the MyTV service customers to VNPT transaction of city / province to registered users. Before the time of 01/05/2011, VNPT has 04 packages as follows: Unit: VND / decoder / month

Packages

Content subscription service - 68 SD television signals, radio channels

- Package contents request signal SD,

Charge

MyTV

including Movies, Music, Karaoke (the content is not shown on TV screens cost)
- 68-channel television signal SD, 03 HD

35,000

MyTV HD

50,000

channels, Radio channels

- Package contents SD and HD signals as

required including Movies, Music, Karaoke (the content is not shown on TV screens cost)
- 74 channel signal SD, 15 HD channels,

Radio channels - All services at the request signal SD (as Section 2 below) - 74-channel television signal SD, 15 HD Full Option channels, Radio channels HD - All services as required with standard SD and HD signals (as Section 2 below)
Full Option

110,000

125,000

Since 01/05/2011, 04 MyTV released a new package as follows: Packages Content subscription service
- 74 SD television signals, radio channels - Service on hold, store and play back

Charge

television programs
MyTV Silver - Marketing Services TV services necessary

information and service sharing photos, news. - Package contents request signal SD, including movies, music, karaoke, health, beauty, sports, reading, ... (Contents not shown on TV screens cost)
- Channel 74 signal SD, 15 HD channels,

50,000

Radio channels
- Service on hold, store and play back MyTV Silver HD

television programs
- Marketing Services TV services necessary

65,000

information and service sharing photos, news. - Package contents SD and HD signals on demand, including movies, music, karaoke, health, beauty, sports, reading, .. (Contents not

shown on TV screens cost)

- The contents of the packet service MyTV MyTV Gold

Silver
- All services at the request signal SD (as

120,000

MyTV Gold HD

Section 2 below) - Contents of package services MyTV HD Silver - All services as required with SD and HD signals (as Section 2 below)

135,000

Installation costs range from 800,000VND - VNPT 1,800,000VND option city / province. 3. Marketing TV MyTV service The introduction of a series of "big" as in THTT VTC, HTVC, VSTV, SCTV ... along with the "yard encroachment" into the field of telecommunications companies like VNPT, FPT series units plus TH local cable causing fierce competition soon. To compete, survive and develop, the flexible application of knowledge in the Marketing business practices become more necessary than ever. In the framework of this essay, we want to share strategy with business Marketing Services IPTV pay TV. Marketing as defined by the Chartered Institute of Marketing is the management process, identifying, anticipating and satisfying customer requirements efficiently and smoothly. Marketing strategy is understood as a system of decision long-term activities that the organization should take to achieve the target set. A marketing strategy feasible if the strategy reflects the basic aim, the course of action should be taken based on the analysis and appreciation of the characteristics of the environment, to ensure the and conditions necessary to incorporate the specific requirements of the marketing activities with the requirements of the different functions within the organization. 3.1. The need to develop strategic marketing plans: - Specify the orientation activities for an organization from which they can

accomplish their goals. Allow a better understanding of the ways, the research aspect of marketing, consumer research, pricing and promotion plans of action. - Ensure that each small part of large organization has goals, clear mission, goals must be consistent with the overall goal of the organization. - Create opportunities for the department, have different functions in the organization work together. - Required the department to assess awareness of the strengths and weaknesses. - Create the basis for allocating resources organizations considered reasonable in terms of both short and long term. 3.2. The marketing strategy To select the most appropriate strategy for business IPTV pay TV, marketing people will need to balance the intrinsic capacity to chance. This process requires to first set up a standard to evaluate the different opportunities and classify groups of customers on the extent of creating customer satisfaction and use factors in the management of war strategy and strategy implementation. The identification, analysis and evaluation of impacts to subscriber growth and the development of content services are the first criteria of any strategic plan. We have to consider both environmental factors and macro-micro environment. 3.3. Environmental analysis - Group of macro-environmental factors in business usually pay television institutions, national policies, demographic, economic, political, social, cultural, and environmental technology. Attention must also add that there are now some organizations, the information providers internet, newspapers are competing with the service provider of television information. social and political factors, also known as the political environment has strong influence to the marketing decision. The political environment includes the institutional provisions of the state pay-TV operations such as regulations on the management THTT, officially takes effect from 05.15.2011 by the Ministry of Communications and Information, Environment just as the political factors that influence both the factors regulating the marketing activities of the agency television.,

 the population factor is the first factor market maker. This is exactly what the marketing manager is very attentive because the trend of development and constitute a large impact on the population size of information and marketing decisions such as scale growth population, migration habitat, changes in income and education levels of the strata. Currently, the population-average income in society is increasingly more interested in the recreational activities and information available to pay for these items as television Socio-economic factors mentioned tend to grow the economy, and it was concentrated in the growth of a country's economy. These developments have directly affected the perceptions and needs of man, this is also tied to the population factor. For example, the growth of internet, information and technology infrastructure, the people of Vietnam increasingly more interested in new forms of entertainment, new technology is attractive. cultural factors are considered important factors make up the personality and lifestyle of our customers, as well as the decision of the content provided on this form of multimedia, it affects directly to the needs needs, behavior, behavior, language and aspirations of individuals in the use of information to meet the cultural needs of our customers. factor information technology and communications to impact marketing decisions IPTV is television in the long run. The development of science technology is considered the foundation of national economy, telecommunications infrastructure is critical to the development of type new television technology. - Environmental factors such as micro-elements of type current television (analog TV, digital TV, cable TV, IPTV television), elements of the resource provider of information resources , copyright content brokers factor, factor customers. Each of these factors have different implications for the development and implementation of marketing decisions. Which factors are considered customers always an important factor in the factor. By the desire, the customer needs to decide why the existence of pay TV. Customers who have used, are using and will use television and other value added services on television. They have many different characteristics; their different interests, needs, habits, gender, age, educational qualifications, career goals and to seek and use of information. Because MyTV to study, evaluate,

analyze and understand the characteristics of customer groups and find solutions to meet their needs the best. 3.4. Market Analysis 3.4.1. Trends for future TV With entertainment via regular television, the biggest drawback of this entertainment system is less interactive, program content heavily subjective, "the station", sometimes causing discomfort to the client by intervention (censored) over-programming content. Illustrates a simple example: if you are a passionate fan of Real Madrid, but your home TV does not broadcast the matches of Real Madrid, despite how you try nor how now enjoy the moment of sublimation with Real Madrid on TV. So the only solution to this problem is that users must navigate to a data source other TV, and the answer to this problem is simple: the network (Internet)! Currently the video clip online services ranging from free (YouTube) to collect fees (such as iTunes, Netflix) are relatively data warehouse full of popular TV shows today. However, the load-up for viewing online content is difficult to access and connect to the TV is extremely complex. Because, the online TV service like Netflix or YouTube even has upgraded the quality of content on how much the likelihood of the disorder extremely troublesome wires between devices or computers with large screen TV will cause a lot of discomfort to the user, even adversely affect the aesthetics of the house. Through the above analysis, it is easy to see a TV as well as the online TV service has strengths and weaknesses seem strengths of this service is weakness of the other services and vice re: traditional television with high picture quality but poor returns over the content online TV with poor quality presentation than normal TV. So now the goal of both traditional TV and online TV are simply the two services must be "fused" together to launch a trend for TV entertainment on in: IPTV (television over Internet Protocol). With IPTV customers can choose to view any content they like - no longer on time without having to spend too much time online, or remember the broadcast schedule television programs you love. Current challenges of IPTV is a cooperation agreement between service

providers and traditional TV content providers, such as film, music, games. And a conflict arises as the TV provider will take quite a traditional part of the market, leading to the possibility of comprehensive cooperation between providers of television services is not high. Although there are many shortcomings, but not difficult for us to realize IPTV is on track with the trend of the times. The remaining problem is time and the entertainment content will be distributed in how to fit, the highest benefit for all those involved in "the game" this new: people user - the television service provider - providers and Internet content. 3.4.2. Direct competitors a. Net TV + Net TV has officially launched the development and deployment in December 07/2011 subscribers with information on the package as follows:
Packages Monthly charge STB charge SD channel HD channel NetTV basic SD 50,000 800,000 80 NetTV basic HD 65,000 1,200,000 80 6 Full SD 120,000 800,000 80 Full HD 135,000 1,200,000 80 6

The above prices include 10% VAT. + Program's current national NetTV: From 16/07 to 15/08/2011. - Fees terminal is 700.000d HD, SD is 400.000d, 1 month free subscription after subscription, Watch Free Movies 500 through December 10/2011. - Apply for 30/09/2011 km to the end customers using internet package of Viettel + Net HD TV: terminal fee is VND 300,000, 03 months of free charge, watch free movies in HD 03 months.

+ Comparison: Television: - MyTV NetTV more strength in the beam channel SCTV, HTVC HD channels and beams of the VTC. These channels belong to the large television audience and best known, is the amount of zoom. - Although NetTV MyTV have an advantage over the international channels (especially HD), but these channels for the majority of TV viewers still popular, more re-broadcast in English, this is a barrier block language for Vietnamese audiences. - Vietnamese NetTV many channels of the major television networks widely Films: - Is now in the KM 3 months of time, Viettel free VOD, where a total of more than 500 films. Music: - Is now in the KM 3 months of time, Viettel free music, where the total number of music content (music listening and video clip) about more than 300. Value Added Services: New services on TV reading the newspaper. Other features: - TVOD (TV on Demand): currently at 52/86 channels of NetTV TVoD HCM supports this feature, and a maximum of 5 days to see - Pause 2h like MyTV - Storage: called "recording" but the current use of this feature is not. - Reminder (reminder): Create reminders TV shows in the Self-care items. - PIP (picture in picture): on-screen TV customers can watch two TV channels simultaneously one screen to screen and a baby. 71/86 channel is currently only supports this feature.

+ Review: Content: - Television: MyTV have an advantage over foreign NetTV in beam channels, HD channels with rich content and more distinctive. Particularly local stations, instead choosing TH THC, MyTV is the choice of the household KH, KH older. Net TV has the advantage in the beam channel SCTV, HTVC and beam HD channels of VTC, a Vietnamese voice, but also a disadvantage because the frequency of advertising on these channels big offensive to viewers. TH NetTV have two channels to produce, but the content is excellent, and there are no duplicate channel Logo. - The other value added services: Net TV is now in the process of trying ngiem so rich in content and the content of this MyTV main problem is KM. The image quality, STB: Image quality: Live TV on Net TV is considered sharper MyTV (have a test on the same TV). When switching channels on NetTV shock phenomenon, standing, and sometimes not see the film in film stock. STB Quality: Net TV and STB using two types of ZTE and HW. Because in the process of laying off so HD, HDMI KH to buy (in the HD STB is not included). STB is not stable, if the shock stand for long, and have turned back to finish off. b. Digi TV VTC VTC-Digicom currently deployed IPTV in 16 cities across the country with the number of TV channels to more than 70 channels (including 09 HD channels). With video on demand storage giant with more than 2,000 films special with Vietnamese subtitle notes, over 1000 music videos, not to mention the release of another documentary ... for VOD, Karaoke services, such as, reading the newspaper on TV, Yellow Pages service ... being VTC Digicom focus to develop richer content in addition to improving the quality

of television channels. The list of provinces / cities have been deployed VTC-Digicom IPTV service: Tp. Ho Chi Minh - SaiGonTV, SPTIPTV, Binh Duong - LifeTV, Dong Thap - HuongSenTV, Ben Tre HamLuongTV, Vung Tau - MegaTV, Nha Trang - FamilyTV, Lam Dong MimosaTV, Daklak / Daknong - BazanTV, Binh Dinh - TaySonTV, Da Nang - SongHanTV, Hue - HueTV, Nghe An - SongLamTV, Thanh Hoa LamSonTV, Ninh Binh - HoaLuTV, Hai Phong - VipTV. + TV: Depending on the province from 45 -70 DigiTV channel 9 SD + HD channels. Price + STB: STB prices while KM is 799.000/bo SD and HD STB is 1,290.000 / set. + Package: Package of Digi TV also apply depending on the province / city are generally outside the regular SD package cheaper Digi TV MyTV remaining packages are equivalent to the remaining higher MyTV. + VOD services on demand: Movies, Music, Karaoke. Bets for no Full package is 120,000 to 150,000 VND / month. In addition, Digi TV VOD function key with a password, if there is no need to use. + Review: In general, Digi TV, if not groundbreaking, it is difficult to develop, due to inconsistent policies in the province, and the content is not investment. The advantage of HD channels DigiTV is the beam of VTC and VTC 3D channels are in the testing process. Digi subscriber's current national TV about 40,000 subscribers, is the fastest growing with over 8,000 Thanh Hoa subscribers. c. iTV FPT iTV is the TV service as required by the Telecommunications Company (FPT Telecom) provides. TV signals are transmitted via ADSL network infrastructure, through the decoder directly to the television transmission. + TV: iTV is now offering 74 TV channels and foreign (non-HD channels). Special package offer iTV channel K + (K + and K + NS) with them is the fee level 118,200 VND / month.

Price + STB: STB's current ITV price is inclusive of VAT 880.000d + Package: iTV only one application package 80.000d/thang to view 74 TV channels (not including K + channels) and services: Movies, comedy, reformed. iTV not charge a monthly income if the client does not register the package, but still see the 54 TV channels and services like: Feature films, children, english for children, music, culture, sports, letters stretch, read newspapers, watch TV again. + Review: iTV but was born first, but by not investing in content and network infrastructure, so now iTV has developed a slowly, although recently iTV has been associated with K + to play cover rent. The only advantage to customers is known as iTV FPT's ADSL installation technicians enthusiastically installed the software TH watch channels on PC for free for customers. 3.4.2. Indirect competitors.

Type of Market Share Advantages Disadvantages Cable TV 62% - the initial installation costs low, an average of 000-100 thousand VND / household - Charges by simply using low-paid subscribers, but one can share many television at no extra (if any extra is only about 10 thousand VND / subscriber) - Actions are simple to use (just press the channel switch back and forth, increase and decrease the number of channels and volume) - Installation time is very fast, within 24 hours after registration - Self-produced a bunch of attractive channels and not shared by competitors (such as SCTV, HTVC, VCTV) - There is no interoperability - There is no entertainment on demand - To view HD channels need to buy expensive equipment (> 3 million) - In the suburbs & rural, relatively poor signal quality, or noise, blurred.

Digital TV K + 8% - Exclusive on Sunday English Premier League football, which is the majority of men love - Having the right to appeal many sports tournaments in the world - Installation is extremely simple (very convenient especially in residential areas), consisting of a set-top box and dish antenna - Dealer Network strong government throughout the country - charges apply each month is still high despite a decline compared to first time new release services: packet 50 thousand without K +, the package 190 thousand with K +, pack 270 thousands have 8-channel HD - Initial installation costs are high, including 1.5 million for the SD STB, HD STB 3.5 million and 200 thousand for installation. - No interoperability - There is no entertainment on demand - Signal or noise when it rains TV digital satellite / terrestrial 30% - For the VTC: Yes beam HD channels produce attractive VTC - Unlimited geography, where installation is also - Initial installation costs are high, including STB + pan around 1.8 to 3.5 million / STB - Signal or noise when it rains - No interoperability - There is no entertainment on demand Television IPTV - Ability to interact - There is entertainment on demand - Signal & Image sound very good - Charges by the use of high pay packages several times while watching more television - Installation costs are also high due to installation of digital TV STB corresponding 3.5. Customer Analysis The main customer groups: Group Family - Men and women, a married individual, 30-45 years, income from 5 million / household / month. - There needs to relax together - home entertainment in the evening, can entertain the children. - Always wanted to improve the quality of life, to enjoy new entertainment services and useful.

- To have a service that can serve the needs of family members. - Working hours. Prefer stability. - Know and generally interested in technology, especially technology related to video (HD). - Ability to decide on the installation of new service users at home. Customer groups Pioneer: Team Love Technology - Male, unmarried, age 25-35, the revenue from 5 million / month. - Favorite kinds of video technology, the new image. - For a leader, be the first to use the service and will then introduce and disseminate information about services for people around - For the new service there are always new features and unique These customers are satisfied with MyTV The picture quality, sound is generally very good (although sometimes a problem). Diverse content, the initiative allows customers to choose according to preference. Interactive, relevant people busy, no time tracking program. There film stock and many other content categories. These customers are not satisfied with MyTV Many customers do not know, do not understand MyTV is, what has advantages over other pay TV service other. They do not have many conditions / opportunities to explore MyTV experience. Initial investment costs (mainly for STB) is too high compared to their income as compared to cable TV services. STB must use many more television use. Installation of complex, long dependent on the internet use of VNPT. STB susceptible to heat, long warranty. Lacking in content popularity in the South as the beam channel SCTV, HTVC and compelling content from nationally as K +, 3D movies. The frequency and quality content updated unstable, making customers uncomfortable. There are no good incentives (both in price and usage charge STB) for consumers from two or more STB. Multiple channels for review within two days but only 2 hours. No package Full package for all services, at no extra cost any more what For luxury hotels, is still missing many popular international channels for foreign visitors. 3.6. Assessment of internal state power supplier TV IPTV service. The marketing managers usually use the SWOT analysis method to evaluate the organization's internal resources. SWOT is a method of

determining the environmental assessment or an organization operating in it. No organization that operates separate from the environment but too much influenced by the events in and outside the control of the organization. So any future plans should have the internal resources to these characteristics in an effort to predict their effects, taking advantage of or exploit the positive aspects and minimize the negative aspects. Actual capability provider VNPT reflected four components are important strengths, weaknesses, opportunities and challenges. strong point is that the resources held within the organization and promotion of enabling it to provide a high quality service, to the managers first task is to discover strengths exist in organization, then they must ensure that any strategy must consider the strengths to reduce to a minimum the risks. For VNPT brand strength is large, infrastructure development strongly to both the remote areas, with a staff of experienced employees, creativity and content copyright huge warehouse. In 02 years, almost MyTV "skim scum" of the entire market in rural areas, from remote areas to cities and townships the infrastructure to reach out across the country, MyTV is a type of completely new product, has many advantages over other forms of payment for a price equivalent. Weakness is present in all organizations and or changes than strengths. These managers can be difficult to identify weaknesses by their intimacy and commitment to pursue the goals of the organization. In VNPT, the main weakness is cumbersome apparatus, customer response and environmental change is slow, inflexible. The success of MyTV depends greatly on the following factors: - Network infrastructure. - Quality of service, including: + Quality of service (from sales, post sales). + Quality of content: from television to movies, music, games, ... is the content hot, attractive, and continuous innovation. Quality + terminal. + Method of freight from customers. + Interface is friendly service, good-looking. In 02 years of service deployment, MyTV also revealed many weaknesses led to a small number of customers not unusable or suspend, cancel service

mainly due to infrastructure development does not keep up the pace subscriber growth, the problems are terminal. Chances are these events or factors exist in the external environment and can offer real potential for service provider IPTV television operators. We can see opportunities by researching current trends and predict they could develop like. For IPTV television service, opportunity can be seen related to the development of the Internet, the demand for information, entertainment, the strong interaction between suppliers and users. MyTV is the opportunity of combination with other types of services such as ADSL broadband Mobile TV, the VNPT's Megafun create great opportunities for development on a large set of VNPT customers. The challenge is that external factors, sooner or later have proved challenging detrimental to the development and effectiveness of the provision of IPTV television service. For any organization, the alert to the possibility of challenges, maintain flexibility in the distribution of resources and the development observed in other parts of the industry will help ensure challenges do not become threats. The development of the traditional forms of television, local cable television, the birth of NetTV - Viettel's TV IPTV major challenges in parallel with the development of IPTV television. In addition, the strict requirements of copyright content, the content provider control became MyTV demanding challenges need innovative, flexible development to achieve better growth. 3.7. Strategic marketing planning A marketing strategy will show VNPT method using mixed marketing activities How to attract and satisfy the customer group and complete the objectives of the unit. Marketing strategies need to build a scientific basis and feasibility. 3.8. Develop strategy Process development and implementation of strategic plan includes the following steps: Identify the organization's mission, building the business unit strategic planning and marketing objectives; situation analysis situation and to develop develop marketing strategies and in implementing the strategies, tactics and evaluation test results.

The use of tools marketing strategy related to the analysis of strengths, weaknesses, opportunities and challenges and satisfaction of customers, and to identify customer groups that will be service? information needs to satisfy? and using technology to meet the information needs that?. Tools for building a marketing strategy that is most practical model of marketing mix strategies Philip Kotler. According to the marketing mix is the core of the whole process of marketing activities of an organization, including the decision to the product (Product) price (Price), Distribution (Place) and to promote / support (Promotion) is referred to as 4P. At about 90 decades Philip Kotler introduced the 4C model (Client, Cost, Convenince, Communication) would think this model is appropriate for business activities TV IPTV because this model is customer-important factor. In fact the present model can become 5P 4P (Product, Place, Price, Promotion, Packaging) becomes 5C and 4C (Client / Customer, Cost, Convenience, Communication, Care). For pay TV IPTV, product decision becomes valid for use with customers, pricing policy will be the operating costs including time and energy customers. The decision will be distributing products and providing information services to customers in a manner most favorable in terms of both time and place. Decision support is the communication channels that VNPT selected to attract users and promote use of the MyTV service. Decision-sales service will be the policy of their customer care. Decision of products (value) All the services IPTV is television now are directed to information essential needs of our users and how to provide the products and information services are most effective for them. Health services such beauty is not merely a form of entertainment on a regular TV, but also provides our customers with useful information applicable in your life. The value of the use of information resources is really a tremendous value than competitive. So use value and customer reviews are the product information that the agency reached. We also applied the strategy of Igor Ansoff product he mentioned four strategies: market penetration, market development, product development

and diversification of products to maintain and increase growth of services in an organization.

The market penetration will be very effective when the market is a market that is growing or market saturation. MyTV service is a new television should enhance information resources to attract potential customers, entice and encourage them to use this service television. Market entry also means that existing customers evaluate encouraged to use more and more services to provide information is not TV or IPTV? Some customers may not know all the information services to become regular users. When MyTV has a solid reputation in the market and have a large number of subscribers is MyTV can move on to focus more on commercial exploitation of content. They can also develop, refresh or improve, alter product information to attract the existing customers, such as providing new services such as TV Chatting, TV - Messaging, TV - Voting. MyTV service television must always focus on providing information services, quality improvement to bring them to the customer and market development. The diversification of products and services makes us the information from being overly dependent on one type of service or product for any information. We also assess what services are good or service can be successfully applied in other markets are not? Decision valuation (cost) The issue price of the product and service information is a very difficult problem with television work. The cost here does not imply a cash value, but also the value of time and effort of customers obtain useful information promptly. Cost is also considered a tool to maintain and promote the valueadded activities on television in the formulation of investment strategy, selection decision support tool. The pricing of information products often initially experimental and adjusted for customer feedback. With unit costs for the clip from the 1000 -10000/clip content has attracted many customers by using a low unit price and tariff ceilings MyTV was designed appropriately to attract customers to use both avoid revenue losses in the service business. In two years of implementation, MyTV changed 2 times for a total

subscription rates and to add more content services for the customers to serve each guest try to serve up to customers wishing to use services from remote areas to cities and urban areas. Decision distribution (Advantage) With the advantage of internet infrastructure development across the country including remote transaction system of VNPT city / province, MyTV system widely distributed across the country. During early development, MyTV boost distribution in remote areas, where there is no pay TV, cable TV. Recently, MyTV focus development in major markets such as Hanoi, Ho Chi Minh strong competition with the type of current television. The decision to take over the market MyTV remote areas to help create your own "blue ocean" where pay TV and cable TV has not yet developed. Can be considered as a potential segment left open. Support policy (Communication) Marketing communications policy is a process of information transmission by VNPT made to influence attitudes, behaviors and perceptions of users. Communication process affects cognitive processes; you want, desire; action. Action is the process of implementing marketing communications plans through the use of indirect tools such as advertising, public relations, exhibitions, displays, fairs ... In addition to the online media direct marketing including leaflets, posters, banrol, by VNPT / province implemented, MyTV make online marketing with the launch TVC television, newspaper writing, to release the contents of communications services, ... Sales Policy (Customer Care) 18001255 Hotline became close friends of customers in the manual handling situations, claims questions and share content customers feel confident using. 3.9. Development strategy In the process of strategy development, marketing workers need to identify a number of issues such as the stages of a process and life cycle of the product / service.

 Phase of the process to determine some of the following issues: Objectives in 2012: * The overall goal: Keep the position as supplier of pay TV services on the leading IPTV market in Vietnam. * The goal of subscribers, revenues, market share: - Target subscribers: in 2012, aims to develop MyTV 400,000 subscribers. Bringing the total number of subscribers over the network to one million subscribers. Month Total Subscribers Subscribers 2012 2011 General Notes January 48.000 648.000 Continued growth of the holiday February 16.000 664.000 This is peak time, development services in moderation. March 24.000 688.000 April 36.000 724.000 Development This Holiday 30 / 4 & 1 / 5 and set down May 24.000 748.000 June 24.000 772.000 This is peak time, development services in moderation. July 24.000 796.000 August 40.000 836.000 up again in May by the establishment of branches, National Day and birthday celebration service September 40.000 876.000 October 28.000 904.000 develop slowly after promotion period November 48.000 952.000 units to promote the sale to complete the plan Dec. 48.000 1,000,000 Total 400,000 1,000,000 - The development objective of revenue, ARPU: in 2012, striving to increase ARPU to 80,000 VND / subscriber / month. Under this plan, the turnover achieved in 2012 are: MONTHLY PLAN REVENUE IN 2011 January January February March sales 49,920,000,000 50,560,000,000 51,520,000,000

April May June July August September October November December Total

52,960,000,000 53,920,000,000 54,880,000,000 55,840,000,000 57,440,000,000 59,040,000,000 60,160,000,000 62,080,000,000 64,000,000,000 672,320,000,000

- Target market: Striving to achieve 90% market share of pay TV services on IPTV platform. - Target Marketing: Promote Brand MyTV extensive help clients increase brand identity services. In addition to training existing customers of VNPT, strike hard to set the customer is using services other pay TV. Highlight MyTV service in the following aspects: + A interactive TV services in Vietnam first. + Transmission of television messages always MyTV-oriented customers and help customers satisfy their desire for entertainment, information and news, ... this is the slogan of MyTV "What you want". + The nationwide coverage, where a line of VNPT in which you can install the MyTV. + Services and various content-rich, continuously updated more prominent forms of television broadcasts. + Differences and dominant feature TV MyTV than traditional television and cable television (can pause, review, record the contents ...) 3.10. Implement marketing strategies Implementing marketing strategy through tactics often. Strategy is an action in the short term is taken to implement marketing strategies have been outlined. Two key strategies is to determine the investment costs of the activities held at the time of marketing and marketing activities. The decision cost the organization of services from start to form until the implementation of the decision problem, these costs may arise but the goal is to minimize these costs in terms of economic cost and manpower. To decide the appropriate time to introduce products and services to its customers in question are the products and services were first introduced. Need to make the product / service stand out to customers to perceive. The final step of the process to develop and implement a marketing strategy assessment tests. The

evaluation is usually done by comparing actual performance with planned from time to time certain. If performance does not like the plan, the organization should define the cause, only the parts that work are not synchronized, then proceed to regulate a certain activity to improve the situation. 3.10.1. Marketing on line - Promote research clients and competitors to understand what customers want, point out what to do to meet customer needs. - Always innovative content services, regularly update the content of the services available, offering new types of services based on IPTV technology attractive consumer - Designing appropriate policies charge consumers for each customer group - Promote communication broadcast MyTV service. Continue to use the mass media have a large percentage of people see as sea largest outdoor sheet, hot ads timeslot on television VTV and the major local television stations, play radio voice clip, and coordinate communications online on the website page view is great. Construction of series television program reporting, writing press releases in newspapers nationwide is a large percentage of viewers to mount the image with the contents MyTV new technologies closer to people. Financing, organizing events to promote the image communication product is of commercial nature so profound human right in the sense "real life" of VNPT. - Professional team, customer care, improving the quality of hotline 18001255 3.10.2 below the line Marketing - VNPT city / province to promote direct sales channel marketing, flyers, organizing short-term promotions to attract consumers' attention and try the service - Continue to apply account policies free trial so customers experience the type of new technology products. - Using the design consistent with the online communications strategy to create impressive and consistent with the client about the messages conveyed. - To promote market development in provincial cities where a large concentration of ADSL subscribers of VNPT with the competitive advantage of their availability. CONCLUSION Bias current marketing strategy Strategic direction of resources: K + concentration on strategies exclusively licensed football is preferred

customers in Vietnam. This is a unique marketing strategy, but faces strong opposition of consumers. After more than a year, consumers are no longer keen on this strategy again. They are content with the football game is not Sunday's Super MyTV and other forms of television. Strategic direction for the provision of information services. Besides the type of television to focus on developing resources information resources, a digital television issues of interest to open multiple information services. They believe that the professional staff, any information and services accessible to customers. They believe that customers always Hailong with the information they provided. The strategy that most customers are popular products and services of television information, and customers do not like it will definitely forget their frustrations. VTC has developed TV system has been developed VTC HD content channels, resulting in far TV IPTV system of VTC are not enough resources to develop prepared to halt the supply and delivery subscribers for MyTV. Two strategies are ignoring the concept of Marketing. For this strategy to the client can use pay TV in a short time, but it is difficult to use for longterm needs and desires of their not really being met. Customer-oriented strategy. This is a problem not easy, but MyTV fully capable of using customeroriented strategy to maintain its customers based on customer satisfaction. When consumers are the factors leading to it is done at MyTV integrated marketing strategy. All unit members must be aware of this and work in the spirit of the customer is king. This strategy requires MyTV to study the needs of the predetermined group of customers which meet their needs. This will create long term relationships with clients and customers will come back to use multiple information services. Future marketing strategy We have entered the 21st century, the world is heading for economic globalization as well as knowledge. Knowledge itself has become an important economic power. Knowledge economy will bring to life the people of its great utility. In today's information society, electronic information is a powerful driving force, creating a global economy, and make the earth be tiny but powerful, the essence of its own is - the Internet. The goal of MyTV in the near future is dominated pay TV in the country and beyond is to provide content services in a foreign country for a large overseas Vietnamese around the world.

REFERENCES 1. Colin Egan; Michael J. Thomas. The CIM Handbook of Strategic Marketing. Oxford, Butterworth, 1998 2. Ngo Xuan Binh. Marketing theory and application. Hanoi, Social Sciences Publishing House, 2001 3. Ian Chanston Vu Hung important; Phan Dinh Rights translated and compiled. Marketing-oriented customers. Dong Nai Publishing House, 1999 4. Mai Thanh Hao. Marketing in the 21st century. Youth Publishing House, 2002. 5. The basic concept of marketing. Development Program Mekong Project, 2001 6. Planning and product development. Mekong Project Program, 2001 7. Duong Huu Hanh. Marketing Principles. Statistics Publishing House, 2000 8. Doan Phan Tan. Information learned. Hanoi National Publishing House, 2001 9. Website: http://mytv.com.vn