Phat Trien Dich Vu Gia Tri Gia Tang-thanh Toan Qua Dien Thoai Di Dong

Pht trin dch v GTGT mi cho MobiFone 2010 LI CM N Trc tin chng em xin gi li cm n chn thanh n tt ca cac Thy C, c bit la cac Thy C trong Khoa Quan tri kinh doanh cua Hoc vin Cng Ngh Bu Chinh Vin Thng c s tai Thanh ph H Chi Minh a tn tinh giang day v truyn at cho chng em nhng kin thc quy bau trong thi gian qua c bit, chng em xin c bay to long bit n su sc n C H Th Sng v C Phan Th Hng Hnh quan tm giup , hng dn chng em rt nhiu hon thnh ti ny. Thng qua y chng em cng xin gi li cm n n anh Nguyn V Hoi Nam lp D04QBA1, anh Bi Vn Vin lp D06QBA1, cc bn Phm Trng Vit Anh, Lu Nht Khnh, ng Cng Tng, Nguyn Hin Nhn lp D07QBA1 c nhng kin ng gp v gip chng em trong thi gian qua. Ngy 15 thng 12 nm 2010 Sinh vin Phan Nguyn Hong Anh V Th Thu Hng Nguyn Th M Ngn

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Pht trin dch v GTGT mi cho MobiFone 2010 MC LC PHN A: M U...............................................................................................................4 V. Phng php nghin cu.................................................................................................5 VI. B cc ca ti............................................................................................................5 PHN B: NI DUNG............................................................................................................6 CHNG I............................................................................................................................6 L LUN CHUNG V PHT TRIN DCH V THANH TON QUA IN THOI DI NG CHO MOBIFONE...............................................................................................7 1.1. L lun v kinh doanh v phn tch hot ng kinh doanh............................................7 1.2. L lun v mi trng kinh doanh [].............................................................................71.2.2.Mi trng vi m .............................................................................................8 1.2.3.Mi trng ni b ............................................................................................8

1.3. L lun v khch hng...................................................................................................91.3.1.Khi nim khch hng......................................................................................9 1.3.2.Nhu cu ca khch hng..................................................................................9 1.3.3.Vai tr ca khch hng...................................................................................10

1.4. L lun v sn phm....................................................................................................111.4.1.Khi nim sn phm.......................................................................................11 1.4.2.Chu k sng ca sn phm............................................................................11 1.4.3.Cc loi sn phm mi theo gc cng ty v th trng..............................12

1.11. Cc phng php nh gi sn phm.........................................................................25 THC TRNG SN XUT KINH DOANH CA CNG TY VMS MOBIFONE. IU KIN, KH NNG PHT TRIN DCH V THANH TON QUA IN THOI DI NG................................................................................................................292.4.1. C cu t chc []...........................................................................................42

CHNG III.......................................................................................................................73 K HOCH V GII PHP PHT TRIN DCH V THANH TON QUA IN THOI DI NG CHO MOBIFONE...............................................................................73 PHN C: KT LUN.......................................................................................................101 PH LC 1........................................................................................................................102 PHIU THM D KIN KHCH HNG.................................................................1022

Pht trin dch v GTGT mi cho MobiFone 2010 PH LC 2........................................................................................................................110 PHN TCH SPSS.............................................................................................................110 PH LC 3........................................................................................................................112 M HNH HI QUY S LNG THU BAO QUA CC NM...............................112 PH LC 4........................................................................................................................115 KIM NH Vy%.............................................................................................................115 TI LIU THAM KHO.................................................................................................116

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Pht trin dch v GTGT mi cho MobiFone 2010 PHN A: M U I. S cn thit ca ti: K t sau khi gia nhp t chc kinh t th gii (WTO) vo nm 2006, nn kinh t Vit nam c nhng bc pht trin kh ni bt, nn kinh t khng ngng tng trng, GDP u ngi tng, cuc sng ca con ngi cng c nng cao, nhu cu trao i mua bn ngy cng tng. Bn cnh thi gian lm vic ca con ngi cng tng theo. Vic thanh ton cho vic mua bn hoc cc giao dch bng tin mt cng ngy cng tr nn kh khn, phc tp hn i vi nhng ngi bn rn v h khng c thi gian. Hn na vic mang theo tin mt bn ngi l mt iu bt tin. Chnh v vy cc hnh thc thanh ton phi tin mt cng ngy cng a dng, ph bin hn gip cho khch hng c th la chn cho mnh mt hnh thc thanh ton ph hp, tin dng nh: thanh ton bng th tn dng_credit card (VISA, MasterCard, American Express, Delta,...), thanh ton lin ngn hng (NETS ca Singapore), debit card (ATM), Cash card, thanh ton qua mng Internet v mi y l dch v mobile banking (ngn hng di ng) v mobile payments and money transfer (thanh ton tin qua in thoi di ng). Tuy nhin thanh ton tin qua in thoi di ng ti Vit Nam mi ch dng li nhng hnh thc thanh ton n gin nh thanh ton trc tuyn, vn tin ti khon, chuyn tin qua ti khon khc, tr tin in, ADSL (Ngn hng ng , Ngn hng Tin Phong), tra cu thng tin t gi, li sut, a im t my ATM. V vy nn nhm chng em xin ra tng pht trin dch v gi tr gia tng cho thu bao MobiFone: thanh ton qua in thoi di ng. II. Mc tiu ca ti: Nghin cu c s l lun v thanh ton phi tin mt trong giao dch, c s php l v thanh ton phi tin mt, c s h tng mng vin thng, pht trin sn phm mi. Phn tch nh gi tnh hnh thanh ton phi tin mt ti cc nc trn th gii ni chung v ti Vit nam ni ring, c bit l thanh ton qua in thoi di ng.

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Pht trin dch v GTGT mi cho MobiFone 2010 Phn tch, nh gi tnh hnh pht trin ca th trng Vin Thng ni chung v ca mng MobiFone ni ring. xut gii php pht trin dch v gi tr gia tng cho thu bao MobiFone. III. i tng nghin cu: - Cng ty VMS MobiFone - S lng thu bao ca MobiFone - Nhu cu thanh ton, giao dch ca khch hng - Mt s Ngn hng khc trong nc. - Gii php dch v gi tr gia tng mi cho MobiFone. IV. Phm vi ti:

- Phm vi thi gian: ngun s liu thu thp t nm 2006 n nm 2010. - Phm vi khng gian: nghin cu kho st ti Cng ty VMS MobiFone - Gii han tai nghin cu: Ni dung tai cp n pht trin dch v gi tr gia tng mi: thanh ton tin qua in thoi di ng cho cc thu bao ca MobiFone. V. Phng php nghin cu

ti kt hp nhiu phng php khc nhau nh: phn tch, tng hp, so snh, i chiu s liu th cp v s cp. ng thi vn dng cc phng php nhm thu thp s liu thc t t khch hng v x l s liu bng cc chng trnh thng k. VI. B cc ca ti

Ngoi phn m u, mc lc, danh mc ti liu tham kho, phn ph lc, ti bao gm: 3 chng. Chng I: C s l lun chung v hot ng kinh doanh, thanh ton phi tin mt, pht trin sn phm mi, c im dch v vin thng - in thoi di ng, marketing cho dch v vin thng, l lun v khch hng, mi trng kinh doanh.5

Pht trin dch v GTGT mi cho MobiFone 2010 Chng II: Thc trng v hoat ng san xut kinh doanh, s lng thu bao ca MobiFone, tnh hnh cc i th cnh tranh, tnh hnh thanh ton, giao dch ti cc ngn hng, mc lin kt ca cc Ngn hng vi cc cng ty Vin Thng, mc chi tiu ca cc thu bao MobiFone, s quan tm ca khch hng vi cc dch v gi tr gia tng mi. Chng III: Giai phap pht trin dch v gi tr gia tng cho MobiFone, hng dn s dng dch v mi, marketing cho dch v mi. nh gi tnh hnh.

PHN B: NI DUNG CHNG I

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Pht trin dch v GTGT mi cho MobiFone 2010 L LUN CHUNG V PHT TRIN DCH V THANH TON QUA IN THOI DI NG CHO MOBIFONE 1.1. L lun v kinh doanh v phn tch hot ng kinh doanh 1.1.1. Khi nim kinh doanh Hot ng kinh doanh l hot ng kinh t, khi vic t chc thc hin hot ng nhm mc ch tm kim li nhun. Trong hot ng kinh doanh, con ngi lun hng ti mc tiu t c kt qu v hiu qu cao nht. 1.1.2. Khi nim v phn tch hot ng kinh doanh Phn tch hot ng kinh doanh l qu trnh nghin cu phn tch ton b qu trnh v kt qu hot ng kinh doanh ca doanh nghip nhm lm r cht lng hot ng kinh doanh v cc ngun tim nng cn c khai thc, trn c s ra cc phng n v gii php nng cao hiu qu hot ng ca doanh nghip. 1.2. L lun v mi trng kinh doanh [1] 1.2.1. Mi trng v m 1 2 3 4 5 Yu t kinh t Yu t chnh tr v php lut Yu t x hi Yu t t nhin Yu t cng ngh Li sut ngn hng, giai on ca chu k kinh t, cn cn thanh ton, chnh sch ti chnh v tin t, t l lm pht, Cc quy nh v chng c quyn, lut bo v mi trng, cc sc lut v thu, cc quy nh v thu mn v khuyn mi, Mc sng, phong cch sng, lao ng n, tnh tch cc tiu dng, t l tng dn s, t l sinh , V tr a l, kh hu, ngun ti nguyn, cc vn v nhim m trng, s thiu ht nng lng, Cc sn phm cng ngh mi, chuyn giao cng ngh mi, t ng ha,

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Pht trin dch v GTGT mi cho MobiFone 2010

1.2.2. Mi trng vi m 1 Mc hi lng ca i th cnh tranh vi kt qu ti chnh v v tr hin ti ca h, kh nng thay i chin lc ca i th cnh tranh, i th cnh tranh sc mnh phn ng ca i th trc nhng din bin bn ngoi, im mnh im yu ca i th cnh tranh so vi doanh nghip, Khch hng Quan tm nht n kh nng tr gi, yu cu ca h vi dch v ca doanh nghip, Nh cung ng vt t, thit b; nh cung ng lao ng v nh cung ng ti chnh Cc doanh nghip ang c nh gia nhp ngnh

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3 4 5

Nh cung ng i th tim n

Sn phm thay th L cc sn phm mang li li ch gn ging v c th thay th sn phm ca doanh nghip m khch hng c th la chn sn phm thay v chn sn phm ca doanh nghip.

1.2.3. Mi trng ni b 1 Ngun nhn lc B my lnh o, trnh chuyn mn, c cu gii tnh, c cu tui, cc chnh sch khuyn khch nhn vin hon thnh nhim v Chi ph u t cho cng tc nghin cu v pht tin. B phn nghin cu i hi c trnh , kinh nghim, khoa hc, bm st cc iu kin ngoi lai, cc thng tin v i mi cng ngh, Gi c, t l li nhun, chi ph v cng ngh so vi ton ngnh v cc i th cnh tranh Kh nng huy ng vn, chi ph vn so vi ton ngnh v cc i th cnh tranh, qui m ti chnh Cc loi sn phm dch v ca doanh nghip, mc a dng ca sn phm, th phn, chu k sng ca sn phm, chin lc gi v8

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Nghin cu v pht trin

3

Sn xut

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Ti chnh, k ton Marketing

Pht trin dch v GTGT mi cho MobiFone 2010 tnh linh hot ca vic nh gi, dch v sau bn hng 1.3. L lun v khch hng

1.3.1. Khi nim khch hng Khch hng l c nhn hoc t chc mua hoc c s quan tm mt loi hng ha hay dch v no m s quan tm ny c th dn n hnh ng mua t mt ca hng hoc mt doanh nghip. Khch hng l ngi s mang li li nhun cho doanh nghip t vic s dng hng ha hay dch v ca doanh nghip . 1.3.2. Nhu cu ca khch hng Theo Abraham Maslow (1908-1970), thang nhu cu ca con ngi chia lm 5 bc theo th t tng dn t nhu cu sinh l n nhu cu tm l

Hnh 1: Thang nhu cu ca A.Maslow (1908-1970)9


5 tng trong Thp nhu cu ca Maslow:

Tng th nht: Cc nhu cu v cn bn nht thuc "th l" (physiological) - thc n,

nc ung, ni tr ng, bi tit, th, ngh ngi.

Tng th hai: Nhu cu an ton (safety) - cn c cm gic yn tm v an ton thn th,

vic lm, gia nh, sc khe, ti sn c m bo.

Tng th ba: Nhu cu c giao lu tnh cm v c trc thuc (love/belonging) -

mun c trong mt nhm cng ng no , mun c gia nh yn m, bn b thn hu tin cy.

Tng th t: Nhu cu c qu trng, knh mn (esteem) - cn c cm gic c tn

trng, knh mn, c tin tng.

Tng th nm: Nhu cu v t th hin bn thn (self-actualization) - mun sng to,

c th hin kh nng, th hin bn thn, trnh din mnh, c c v c cng nhn l thnh t Khi cc nhu cu cp thp c tha mn th xut hin nhng nhu cu cp cao hn. X hi ngy cng pht trin th nhu cu ca con ngi ngy cng cao. i vi mt khch hng c th, ngi bn hng phi xc nh c h ang bc thang no ca thang nhu cu Maslow p ng mt cch tt nht. 1.3.3. Vai tr ca khch hng Khch hng l nhn t quyt nh s tn ti v pht trin ca doanh nghip. Doanh nghip no c nhiu khch hng th doanh nghip s ng vng v ginh thng li. Li ch m khch hng mang li cho doanh nghip khng phi ch trong mt giai on no m trong sut thi gian tn ti ca doanh nghip. Khch hng l ngi mang li li nhun cho doanh nghip. Khch hng l ngi mang li cho doanh nghip nhng thng tin cn thit v tnh hnh th

trng, i th cnh tranh.10

Pht trin dch v GTGT mi cho MobiFone 2010 Khch hng l ngi khin cho doanh nghip bit phi lm g tha mn nhu cu ca th

trng. Khch hng ng vai tr quan trng trong chin lc marketing ca doanh nghip Khch hng gip doanh nghip chim lnh th phn, c ch ng vng chc trn th trng.

Tm li, khch hng l ngi quyt nh s tn ti v pht trin ca doanh nghip. 1.4. L lun v sn phm

1.4.1. Khi nim sn phm Theo quan im truyn thng: sn phm l tng hp cc c tnh vt l hc, ho hc, sinh hc... c th quan st c, dng tho mn nhng nhu cu c th ca sn xut hoc i sng m cha tng xut hin trc . Theo quan im Marketing: sn phm l tp hp tt c cc yu t hu hnh v v hnh c th p ng nhu cu, mong mun ca khch hng, mang li li ch cho h. 1.4.2. Chu k sng ca sn phm

Vng i ca sn phm c th chia ra lm 4 giai on: Giai on gii thiu: sn phm mi a ra th trng, t ngi bit n Giai on pht trin: sn phm c th trng chp nhn v c tiu th mnh, li

nhun tng ng k Giai on bo ha: doanh s tng chm v c xu hng gim dn, li nhun gim so

vi giai on pht trin11

Pht trin dch v GTGT mi cho MobiFone 2010 Giai on suy tn: doanh s, li nhun gim mnh

1.4.3. Cc loi sn phm mi theo gc cng ty v th trng Sn phm mi hon ton Sn phm ln u c mt trn th trng Vit Nam nhng tng c mt th

trng th gii 1.5. Sn phm mi trn c s ci tin nhng sn phm c trc y B sung sn phm hin c Sn phm hin c xm nhp th trng mi L lun v Marketing dch v

1.5.1. Khi nim Marketing dch v Marketing dch v l s thch nghi l thuyt h thng vo th trng dch v bao gm qu trnh thu nhn, tm hiu, nh gi v tha mn nhu cu ca th trng mc tiu bng h thng cc chnh sch, cc bin php tc ng vo ton b qu trnh t chc sn xut, cung ng v tiu dng dch v thng qua phn phi cc ngun lc ca t chc, c duy tr trong s tc ng qua li gia sn phm dch v vi nhu cu ca ngi tiu dng v nhng hot ng ca i th cnh tranh trn nn tng cn bng gia li ch ca doanh nghip, ngi tiu dng v x hi. 1.5.2. Cc thnh phn ca Marketing dch v (7P) Yu t Sn phm (Product) c im Sn phm dch v l mt tp hp bao gm cc gi tr lm tha mn khch hng. Sn phm c th l hu hnh hay v hnh Gi l s tin m khch hng phi b ra c c sn phm hay dch v. Gi c tm quan trng i vi chin dch Marketing trong vic: -Thm nhp th trng -Duy tr th phn cc giai on sau ca chu k sng, chng li i th cnh tranh -L phng tin doanh nghip thc hin mc tiu ti chnh12

Gi (Price)

Pht trin dch v GTGT mi cho MobiFone 2010 Chiu th l tin trnh xy dng v duy tr mt hn hp truyn thng nhm vo th trng mc tiu thu ht khch hng, ng gp vo mc tiu tip th di hn cng nh ngn hn ca cng ty. Ni dung ca chin lc chiu th gm bn hot ng ch yu: -Qung co -Khuyn mi, khuyn mi -Bn hng trc tip -Giao t Phn phi l nhng hot ng khc nhau ca cng ty nhm a sn phm n tay ngi tiu dng m cng ty ang mun hng n. Phn phi gip qu trnh kinh doanh an ton, gim c cnh tranh. Con ngi l nhn t chnh to ra dch v, gip c th ha dch v v quyt nh ti cht lng cung ng dch v Mi trng vt cht l ni dch v c to ra, ni khch hng v ngi cung ng dch v giao tip vi nhau. Mi trng vt cht gip h tr cho qu trnh cung cp dch v c thun li hn, gp phn to dng hnh nh v dch v v cng ty. Quy trnh cung cp dch v l mt qu trnh m dch v c to ra v c chuyn ti khch hng. Qu trnh cung cp dch v chu nh hng ca rt nhiu nhn t nh con ngi, my mc thit b, c s h tng, kin trc

Chiu th (Promotion)

Phn phi (Place)

Con ngi (People)

Bng chng vt cht (Physical Evidence)

Quy trnh (Process)

1.6.

L lun v ma trn SWOT

1.6.1. Khi nim v ma trn SWOT L mt cng c rt hu dng cho vic nm bt v ra quyt nh trong mi tnh hung i vi bt c t chc kinh doanh no. SWOT cung cp mt cng c phn tch chin lc, r sot v nh gi v tr, nh hng ca mt cng ty hay ca mt n kinh doanh. SWOT ph hp vi lm vic v phn tch theo nhm, c s dng trong vic lp k hoch kinh doanh, xy dng chin lc, nh gi i th cnh tranh, tip th, pht trin sn phm v dch v... 1.6.2. Kt cu ma trn SWOT

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Pht trin dch v GTGT mi cho MobiFone 2010 Nhng im mnh (Strengs) 1. 2. 3. .. Cc c hi (Opportunities) 1. 2. 3. . Cc mi e da ( Threats) 1. 2. 3. . 1. 2. 3. . 1. 2. 3. . 1. 2. 3. . Cc chin lc ST 1. 2. 3. . Cc chin lc WT Cc chin lc SO 1. 2. 3. . Cc chin lc WO Nhng im yu ( Weeknesses)

Cc chin lc SO: s dng nhng im mnh bn trong tn dng nhng c hi bn ngoi Cc chin lc WO: ci thin nhng im yu bn trong bng cch tn dng nhng c hi bn ngoi Cc chin lc ST: s dng cc im mnh trnh khi hay gim i nhng nh hng ca mi e da bn ngoi. Chin lc WT: s dng chin thut phng th nhm gim nhng im yu v trnh nhng mi e da bn ngoi.

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Pht trin dch v GTGT mi cho MobiFone 2010 Phn tch SWOT a ra nhng im mnh, im yu, c hi, thch thc t gip ngi phn tch c th lc chn chin lc ph hp. 1.7. L lun v dch v thng tin di ng

1.7.1. Khi nim dch v thng tin di ng Dch v thng tin di ng l dch v truyn a tin tc di dng tn hiu sng t ngi gi n ngi nhn thng qua cc thit b u cui. Ngi s dng dch v thng tin di ng c th gi v nhn thng tin mi ni, mi lc ty thuc vo mc ph sng ca nh cung cp. 1.7.2. c im ca dch v thng tin di ng 1.7.2.1. Tnh v hnh

Dch v thng tin di ng mang tnh v hnh, ta khng th s, cm, nm n c. Do nhn bit v n thng thng khch hng phi tm hiu qua cc yu t vt cht ca mi trng hot ng dch v. iu ny cho thy s cn thit trong vic cng ty phi xy dng mt hnh nh p trong lng khch hng nh: cht lng dch v tt; i ng nhn vin nhit tnh, chuyn nghip, lun vui v vi khch hng; trang tr ni tht hin i 1.7.2.2. Tnh ng thi

Qu trnh sn xut cng gn lin vi qu trnh tiu th. Khch hng tham gia vo qu trnh cung cp dch v, quan st v theo di qu trnh cung cp dch v cho chnh mnh. Do , doanh nghip cn tuyn dng, o to, hun luyn nhn vin h lm vic thao tc nhanh, c trnh chuyn mn, am hiu su v sn phm, c bit cn phi c thi tt vi khch hng. 1.7.2.3. Tnh khng ng nht

Cht lng ca thng tin di ng ph thuc vo cc yu t nm ngoi tm kim sot ca nh cung cp dch v nh: thi tit, mt s dng v c khch hng. Mt khc, s cm nhn ca khch hng v cht lng dch v li chu tc ng mnh bi k nng, thi ca ngi cung cp dch v. Cc nhn vin cung cp dch v khng p ng nh nhau i vi15

Pht trin dch v GTGT mi cho MobiFone 2010 khch hng vo nhng thi im khc nhau. Bn thn dch v in thoi di ng cng khng ng nht. 1.7.2.4. Tnh khng th d tr

Khch hng s dng dch v thng tin di ng thng khng tp trung vo mt thi im nht nh, vo gi cao im c th gy ra hin tng nghn mng. Tuy nhin nh cung cp dch v khng th d tr dch v to ra vo nhng lc nhu cu thp dng vo nhng lc nhu cu cao ( do tnh ng thi). 1.8. L lun v thanh ton in t

1.8.1. Khi nim thanh ton in t Thanh ton in t (Electronic payment) l vic thanh ton tin thng qua cc phng tin in t (Electronic message), cc phng tin ny thc hin vic t ng chuyn tin t ti khon ny sang ti khon khc. 1.8.2. Mt s hnh thc thanh ton in t Thanh ton bng th tn dng (credit card) Th tn dng l mt h thng thanh ton m nh pht hnh th cho ngi tiu dng mn tin tr cho ngi bn hng, sau ngi tiu dng s tr li tin cho nh pht hnh th bao gm c tin li. Hu ht cc th tn dng c pht hnh bi cc ngn hng a phng hay cc t chc tn dng. Thanh ton bng th ghi n (debit card) Th ghi n l loi th c quan h trc tip v gn lin vi ti khon tin gi. Loi th ny khi c s dng mua hng ho hay dch v, gi tr nhng giao dch s c khu tr ngay lp tc vo ti khon ca ch th thng qua nhng thit b in t t ti ca hng. Th ghi n cn hay c s dng rt tin mt ti my rt tin t ng. Th ghi n khng c hn mc tn dng v n ph thuc vo s d hin hu trn ti khon ca ch th.

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Pht trin dch v GTGT mi cho MobiFone 2010 Thanh ton qua th in t Phng thc thanh ton qua th in t P2P (Person to Person) cho php cc c nhn c th s dng th tn dng hoc ti khon ngn hng ca h thanh ton qua th in t. V thc hin thanh ton bng phng php ny, ngi thanh ton cn phi thc hin cc bc sau:

Cung cp s ti khon trc tuyn ca cng ty

Nhn chut vo ng link n trang thanh ton qua th in t Nhp thm tn ca ngi nhn, a ch email, tr gi giao dch, v s th tn dng hay ti khon ni m tin c rt ra t Ngoi ra c th ghi thm cc ghi ch c nhn ca ngi nhn nu cn thit Sau khi nhp y cc thng tin cn thit, ti hp th ca mnh, ngi nhn s: Nhn c thng bo tin c gi n c cung cp mt siu lin kt nhn tin v sau la chn ni gi tin (hoc l c gi vo ti khon ngn hng hoc l c a vo th tn dng) Thanh ton qua sc in t Sc trc tuyn hay cn c gi l sc in t thc cht l mt loi sc o, n cho php ngi mua thanh ton bng sc qua mng Internet. Ngi mua s in vo form (n ging nh mt quyn sc c hin th trn mn hnh) cc thng tin v ngn hng ca h, ngy giao dch v tr gi ca giao dch, sau nhn nt send hay submit gi i. Qu trnh x l sc trc tuyn cng ging nh sc thng thng, cn phi i n khi sc c chuyn n ngn hng v phi c chng nhn chc chn rng nhng tm sc c gi tr. Thanh ton qua in thoi di ng

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Pht trin dch v GTGT mi cho MobiFone 2010 Thanh ton di ng v chuyn tin di ng l hnh thc thanh ton m in thoi di ng c dng nh mt thit b thanh ton tc ng n vic chuyn gi tr t mt bn sang bn kia. C 2 hnh thc thanh ton qua di ng:

Hnh thc thanh ton m in thoi di ng ng vai tr l thit b kt ni gia ngi phi thanh ton, ni nhn thanh ton v ni thanh ton tin

Hnh thc thanh ton m s tin thanh ton c tr thng vo ti khon ca thu bao di ng.

1.9.

L lun v thng mi di ng

1.9.1. Khi nim thng mi di ng Thng mi di ng (mobile commerce) l hnh thc cc giao dch thng mi c thc hin thng qua cc thit b di ng s dng mng vin thng v tuyn v cc cng ngh thng mi in t hu tuyn khc 1.9.2. Nhng c trng ca thng mi di ng STT 1 c tnh Tnh rng khp (Ubiquity) Kh nng tip cn (Reachability) S nh v (Localization) M t Ngi dng c th ly bt c thng tin no ti bt k lc no h mun m khng quan tm n v tr ca h thng qua cc thit b di ng kt ni Internet Tip xc hay hn ch tip xc vi bt c ai ti bt c u Kh nng bit c v tr vt l ca ngi dng ti mt thi im c th

2

3

4

Tnh c nhn ha (Personalization)

Cc ng dng thng mi di ng c th c c nhn ha biu din thng tin hay cung cp dch v mt cch thch ng n ngi dng chuyn bit

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Pht trin dch v GTGT mi cho MobiFone 2010 Tnh pht tn (Dissemination) Mt s h tng v tuyn h tr vic cung cp d liu ng thi n tt c ngi dng di ng trong mt vng a l xc nh

5

1.9.3. Cc m hnh ca thng mi di ng Trn th gii hin nay c 3 m hnh trin khai Mobile Commerce chnh, u c im chung l cho php ngi s dng thc hin giao dch, thanh ton mi lc, mi ni thng qua in thoi di ng. Tuy nhin vai tr ca cc bn tham gia trong cc m hnh ny c c im khc bit, ty thuc vo nhiu yu t nh iu kin kinh t - x hi, c s h tng, chnh sch qun l, thi quen tiu dng ti mi quc gia.1.9.3.1.

M hnh Ngn hng lm ch o (Bank-led Model)

M hnh ny ph bin ti cc nc c dch v ngn hng rt pht trin v a phn ngi dn c ti khon ngn hng, v d Anh, M, Canada Cc ngn hng xy dng nhng ng dng cho php khch hng s dng in thoi di ng thc hin cc giao dch v thanh ton trn ti khon khch hng ca mnh. M hnh ny c th c hiu l dch v ngn hng trn in thoi di ng (Mobile banking). Khch hng khng phi n cc ngn hng m vn c th thc hin giao dch bt c lc no, u mnh mun. Cc giao dch c th c thc hin qua knh Mobile banking l truy vn thng tin ti khon, chuyn tin gia cc ti khon ngn hng, thc hin thanh ton ha n, dch v Do tt c giao dch thanh ton u da trn ti khon ti ngn hng nn c tnh an ton cao. im yu ca m hnh ny l khch hng bt buc phi c ti khon m ti ngn hng trc khi s dng dch v, i vi nhng nc ang pht trin c t l dn c dng dch v ngn hng t th y l mt m hnh trin kh trin khai din rng.1.9.3.2.

M hnh Cng ty di ng lm ch o (Operator-led Model)

Trong m hnh ny, cc nh cung cp dch v vin thng di ng ch ng ng ra cung cp dch v thanh ton cho thu bao s dng dch v ca mnh. M hnh ny c bit pht trin ti cc th trng mi ni v c c im sau:19


Phn ng dn s cha tip cn vi cc dch v ngn hng. Khng c thi quen s dng cc phng tin phi tin mt trong thanh ton. Cng ng s dng in thoi di ng ln. Nhu cu chuyn tin, thanh ton nh l trong dn c cao. s dng dch v, khch hng ch cn l thu bao ca nh mng, khng nht thit

phi c ti khon ti ngn hng. Sau khi ng k dch v, khch hng c cp mt ti khon di dng V in t v s ti khon chnh l s in thoi di ng ca mnh. Ngi s dng c th np tin vo V thng qua nhiu cch thc: np ti i l ca Cng ty vin thng, np tin qua th co (ca Cng ty Vin thng pht hnh) hoc chuyn t ti khon ngn hng Khch hng c th thc hin cc giao dch nh chuyn tin sang mt V in t (thu bao in thoi di ng) khc, thanh ton hng ha dch v, rt tin mt t V in t... u im ca loi hnh dch v ny nm tnh n gin, tin dng (khch hng khng cn m ti khon ngn hng), giao dch nhanh chng (thi gian giao dch tnh bng thi gian gi SMS) v chi ph r (theo cc SMS ca nh mng). D m hnh Operator-led c nhng u im nu trn, nhng do dch v c trin khai bi cc Cng ty vin thng nn nhng kinh nghim qun l thanh ton, qun l ri ro khng th bng ngn hng. Hn na mi quc gia c nhng quy nh, chnh sch ring v thanh ton, nn nhn chung cc nh qun l vn c ci nhn kh thn trng khi trin khai m hnh ny.1.9.3.3.

M hnh hp tc ngn hng - vin thng (Partnership model)

Trong m hnh ny, ngn hng, cng ty vin thng v cc nh cung cp gii php cng hp tc a ra sn phm thanh ton m bo s tin li v xm nhp rng khp vo khi khch hng thu bao di ng, ng thi vn duy tr c s qun l cht ch v ti chnh ca ngnh ngn hng.

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Pht trin dch v GTGT mi cho MobiFone 2010 Ngn hng s ng vai tr qun l ngun tin v x l cc nghip v thanh quyt ton, qun l ri ro, cn cc cng ty di ng ph trch vic kinh doanh, giao dch trc tip vi khch hng, cc im bn l v dch v khch hng. M hnh ny kt hp u im ca 2 m hnh trn do n em li nhng li ch sau:

Ngn hng tip cn c c s khch hng rng ln ca Cng ty vin thng cung cp cc gii php thanh ton, hng khch hng t cha s dng n vic s dng cc dch v ti khon ngn hng.

Cng ty vin thng cung cp thm cc dch v ti chnh gia tng cho khch hng c Ngn hng h tr v cc gii php ti chnh, nng lc qun l giao dch v hn ch ri ro pht sinh mc thp nht .

Khch hng c thm mt knh thanh ton an ton, tin li vi chi ph r hn so vi loi hnh giao dch ngn hng truyn thng.

Cc nh cung cp gii php h tr ngn hng v cc cng ty vin thng trong kt ni h thng, x l giao dch v h tr nghip v, gim u t chung ca x hi.

Cc c quan chc nng ngnh ngn hng m bo vai tr qun l nh nc thng qua cc quy nh p dng thng qua h thng ngn hng tham gia cung ng dch v.

1.10. Tng quan v dch v thanh ton qua in thoi di ng 1.10.1. Khi nim dch v thanh ton qua in thoi di ng Dch v thanh ton qua di ng l dch v m ngi mua thanh ton cho ngi bn thng qua in thoi di ng. Vic pht trin dch v thanh ton qua di ng ph thuc vo s tng trng thu bao di ng, tnh nng linh hot ca thit b di ng, s ra i lin tc ca cc thit b u cui, quy m ca phn khc thu nhp v cc v tr a l truy cp c cng ngh di ng. 1.10.2. Cc hnh thc thanh ton qua in thoi di ng Thanh ton di ng t xa: ch vic mua dch v hoc hng ha s/hu hnh t xa bng tin nhn SMS, trnh duyt giao thc ng dng khng dy, hoc nng lc ng dng c21

Pht trin dch v GTGT mi cho MobiFone 2010 quyn ca mt thit b di ng. H thng thanh ton di ng t xa ca ni dung s thng qua cc nh khai thc di ng (chng hn nh mua nhc chung hoc ni dung s) cng pht trin n nh. Cc thanh ton di ng t xa hin cng ang c dng khi xng mua hng ha hu hnh giao tn ni (chng hn, t mua sch mang n tn nh). Mobile Top-Up ch np thm thi gian cho ti khon di ng tr trc bng th tn dng/th ghi n hoc tin mt trc tip ti ni bn hng thng qua th co, im giao dch (Point of Sale) v ki-t. Tim nng ca mobile top-up rt ha hn ti cc th trng m ti khon di ng tr trc chim a s. Chuyn tin c nhn (Person-to-Person) ch vic chuyn tin gia cc thu bao thng qua mt thit b di ng v thng c gi chung l Chuyn tin di ng Cc nh cung cp dch v chuyn tin cho php thanh ton t xa t ngi tiu dng n ngi tiu dng bng cch nhn tin mt ti mt v tr xc nh v nhn cc khon chuyn tin in t ti v tr ngi nhn (thng l i l lin kt) v thu ph. Chuyn tin bng tin nhn qua di ng mang li nhiu tin li cng nh m bo an ton cho cc c nhn. Hin dch v ny c mt trn mt s th trng. Thanh ton ha n di ng l ch vic dng mt thit b di ng thc hin chuyn tin t mt c nhn ti mt doanh nghip nhm mc ch thanh ton ngha v ha n. Ti cc th trng pht trin, thanh ton ha n qua di ng tin li hn so vi cc hnh thc thanh ton qua Internet ang thnh hnh.1.10.3.

iu kin pht trin dch v thanh ton qua in thoi di ng

1.10.3.1. C s h tng vin thng

Thit b di ng: in thoi di ng Mt s cng ngh thc hin thanh ton trn in thoi di ng GSM H thng thng tin di ng ton cu: GSM (Global System for Mobile Communications) bao gm c GPRS, EDGE l mt cng ngh dng cho mng thng tin di ng. GSM l22

Pht trin dch v GTGT mi cho MobiFone 2010 chun ph bin nht cho TD trn th gii. Kh nng ph sng rng khp ni ca chun GSM lm cho n tr nn ph bin trn th gii, cho php ngi s dng c th s dng TD ca h nhiu vng trn th gii. GSM khc vi cc chun tin thn ca n v c tn hiu v tc , cht lng cuc gi. N c xem nh l mt h thng TD th h th hai (second generation: 2G). Dch v GSM c s dng bi hn 2 t ngi trn 212 quc gia v vng lnh th. Cc mng thng tin di ng GSM cho php c th roaming vi nhau do nhng my in thoi di ng GSM ca cc mng GSM khc nhau c th s dng c nhiu ni trn th gii. ng v pha quan im khch hng, li th chnh ca GSM l cht lng cuc gi tt hn, gi thnh thp v dch v tin nhn. Thun li i vi nh iu hnh mng l kh nng trin khai thit b t nhiu ngi cung ng. GSM cho php nh iu hnh mng c th sn sng dch v khp ni, v th ngi s dng c th s dng in thoi ca h khp ni trn th gii. CDMA (Code Division Multiple Access)

Code Division Multiple Access (CDMA) l mt tiu chun s hu c quyn cho thng tin di ng. CDMA l cng ngh tri ph, c ngha l n lan truyn thng tin cha trong mt tn hiu c bit trong mt bng thng ln hn nhiu so vi tn hiu ban u. Mt cuc gi CDMA bt u vi mt t l chun l 9,6 kbps, sau lan ra vi tc truyn trong khong 1,23 Mbps. Cng ngh CDMA s dng tiu chun CAVE (Cellular Authentication and Voice Encryption) rt kh b nghe trm. Cng ngh th h th ba (3G) thm cc giao thc bo mt hn. CDMA c s dng cho cc khon thanh ton di ng. CDMA vt tri so hn vi cng ngh 2G - GSM. Tuy nhin v CDMA l cng ngh i sau nn n cha c s dng rng ri so vi GSM trn ton cu. Cng ngh sng in t v chip in t

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Pht trin dch v GTGT mi cho MobiFone 2010 Cng ngh sng in t: NFC (Near Field Communication) l mt chun kt ni khng dy tm ngn (m hiu l Ecma-340, ISO/IEC 18092) do 2 cng ty Sony v Philips lin kt pht trin, s dng cm ng t trng thc hin kt ni gia cc thit b in t vi nhau khi c s tip xc trc tip hoc st gn nhau khong cch 10 cm. Vi cng ngh ny, in thoi di ng s c th thay th chc nng ca nhng chic th tn dng, v xe but thng. Khi s dng, ch cn a in thoi ngang qua u c hoc my thanh ton Chip in t: l vic cc nh cung cp cng ngh di ng v thanh ton ci t mt chip in t trc tip vo my di ng hoc SIM c cha y thng tin nh mt th tn dng. Khi s dng khch hng cng ch cn a in thoi ngang qua u c hoc my thanh ton.1.10.3.2. C s h tng thanh ton

H thng lin mng, cng thanh ton (Payment Gateway) Cng thanh ton ny kt ni cc nh cung cp dch v, ngi bn hng v cc nh ch ti chnh (cc ngn hng, cc nh cung cp cc dch v v ti chnh). u mi kt ni s to ra chun chung. Nh vy s tit kim cho nh cung cp dch v, ngn hng khng phi u t kt ni vi tng nh cung cp dch v. Trung tm chuyn mch th thng nht quc gia M hnh chung ca cc nc trn th gii l xy dng mt trung tm chuyn mch ti chnh tm quc gia vi nhim v chuyn mch kt ni giao dch thanh ton gia cc bn khc nhau, x l thanh ton b tr v quyt ton gi tr thanh ton. Cc HUB chuyn tin di ng

Hub chuyn tin di ng ny l im trung chuyn trung tm dnh cho cc giao dch th ca nhiu ngn hng khc nhau qua my ATM, dng kt ni cc mng di ng li vi nhau thc hin cc giao dch chuyn tin t ngi ny sang ngi khc qua mng di ng, ni a v xuyn bin gii, x l cc kt ni bn di gia cc ngn hng thanh ton vi nhau. Hub ny tham gia vo lung giao dch v l trung tm sp xp lung thng tin24

Pht trin dch v GTGT mi cho MobiFone 2010 gia t chc ti chnh v nh khai thc di ng, lin kt cc s di ng vi thng tin cn thc hin hng dn thanh ton. Cc phn mm cng ngh thng tin H thng giao dch theo hng t ng ha: qun l v lu tr v chia s thng tin H thng bo mt: m ha ng truyn d liu t u n cui, ch k s, 1.10.3.3. Mi quan h cc bn tham gia trin khai thanh ton di ng i hi phi thit lp mt mi trng c s tham gia ca hai ngnh di ng v thanh ton. Mt bn l cc hng di ng s hu knh truy cp do ngi tiu dng s dng, mt bn l nh cung cp dch v thanh ton c quan h ti chnh vi ngi tiu dng1.10.3.4. C s php l

m bo tnh kh thi v to mi trng an ton v php l cho cc giao dch thanh ton qua in thoi di ng cn quan tm n cc vn v php l ch yu sau y : Vn php l trong m bo an ton v tin cy cho cc giao dch Vn bo m tnh ring t trong cc giao dch Cc vn v hp ng giao dch Bo v ngi tiu dng

Quy nh v cc nguyn tc xc nh thi im, a im gi v nhn thng ip in t

Quy nh v trch nhim i vi cc bn tham gia giao dch Cc quy nh v u t trong lnh vc thng tin di ng, khuyn khch u t c s h tng cho hot ng thanh ton qua in thoi di ng 1.11. Cc phng php nh gi sn phm nh gi cng thm vo gi thnh25

Pht trin dch v GTGT mi cho MobiFone 2010 u im: Nh sn xut bit nhiu v chi ph hn l nhu cu, n gin ha vic nh gi Cnh tranh gim n mc ti thiu v gi ca cc i th cnh tranh s c xu hng tng t nhau Cng bng cho c ngi mua ln ngi bn

Nhc im: Khng ch n nhu cu hin ti v s cnh tranh

nh gi trn c s phn tch ha vn v m bo li nhun mc tiu: da vo phn tch ha vn doanh nghip c th d on cc mc gi bn khc nhau vi cc khi lng khc nhau thu c li nhun mc tiu. nh gi trn c s gi tr cm nhn c ca khch hng i vi sn phm: vic nh gi khng phi xut pht t chi ph ca ngi bn m l s chp nhn ca ngi mua nh gi cn c vo gi hin hnh: cng ty nh gi xut pht t gi ca i th cnh tranh v t quan tm n cc chi ph ca mnh hay nhu cu nh gi trn c s u thu: phng php ny c tin hnh trong trng hp cc cng ty ang ginh nhau nhn thu trong qu trnh u thu. 1.12. Tng quan v dch v GPRS1.12.1.

Khi nim v dch v GPRS (General Packet Radio Service)

Dch v v tuyn gi tng hp (GPRS) l mt dch v d liu di ng dng gi dnh cho nhng ngi dng h thng thng tin di ng ton cu (GSM) v in thoi di ng IS136. N cung cp d liu tc t 56 n 114 kbps. Cc h thng di ng 2G kt hp vi GPRS thng c gi l "2.5G", c ngha l, mt cng ngh trung gian gia th h in thoi di ng th hai (2G) v th ba (3G). N cung cp tc truyn ti d liu va phi, bng cch s dng cc knh a truy cp theo phn chia thi gian (TDMA) ang cn trng, v d: h thng GSM.1.12.2. Dch v trn nn GPRS

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Pht trin dch v GTGT mi cho MobiFone 2010 GPRS c th c dng cho nhng dch v nh :

Dch v nhn tin a phng tin (MMS) Dch v tin nhn ngn (SMS) Dch v lin lc Internet nh email v truy cp World Wide Web Truy cp Giao thc ng dng Khng dy (WAP)

Kh nng tng cng trong tng lai: d thm cc chng nng mi c dung lng cao hn, nhiu ngi dng hn, cc truy cp mi, cc giao thc mi, cc mng v tuyn mi.

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Tm tt chng I: Trong chng I, ti nhc c mt s c s l lun sau y:- L lun v kinh doanh v phn tch hot ng kinh doanh

- L lun v mi trng kinh doanh: mi trng v m, mi trng vi m, mi trng ni b - L lun v khch hng: khi nim, nhu cu v vai tr ca khch hng - L lun v Marketing: khi nim chung, cc thnh phn ca marketing dch v - L lun v ma trn SWOT: khi nim, kt cu ca ma trn SWOT - L lun v dch v thng tin di ng: khi nim, cc c im ca dch v thng tin di ng - L lun v thanh ton in t: khi nim, mt s hnh thc thanh ton in t - L lun v thng mi di ng: khi nim, c trng v cc m hnh thng mi di ng - Tng quan v dch v thanh ton qua in thoi di ng: khi nim, cc hnh thc thanh ton qua in thoi di ng v iu kin p dng thanh ton qua in thoi di ng - Tng quan v dch v GPRS: khi nim v mt s dch v trn nn GPRS C s l lun l tin cho vic phn tch v kho st thc t v tnh hnh hot ng kinh doanh ca doanh nghip cng nh nh hng cho vic a ra gii php sau ny

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Pht trin dch v GTGT mi cho MobiFone 2010 CHNG II THC TRNG SN XUT KINH DOANH CA CNG TY VMS MOBIFONE. IU KIN, KH NNG PHT TRIN DCH V THANH TON QUA IN THOI DI NG 2.1. Gii thiu v cng ty MobiFone

Cng ty Thng tin Di ng Vit Nam (Vietnam Mobile Telecom Services Company VMS) l doanh nghip Nh nc trc thuc Tp on Bu chnh Vin thng Vit nam (VNPT). c thnh lp vo ngy 16 thng 04 nm 1993, VMS tr thnh doanh nghip u tin khai thc dch v thng tin di ng GMS 900/1800 vi thng hiu MobiFone, nh du cho s khi u ca ngnh thng tin di ng Vit Nam. Lnh vc hot ng ca MobiFone l t chc thit k xy dng, pht trin mng li v trin khai cung cp dch v mi v thng tin di ng. Tr s cng ty ti Khu th Yn Ha, Cu Giy, H Ni Tng s trm pht sng (2G/3G) ca MobiFone: 20.000 trm 2.2. Phn tch mi trng v m

2.2.1. Yu t kinh t [2]

nh gi nn kinh t Vit Nam 6 thng u nm 2010 : Nn kinh t Vit Nam c nhng chuyn bin tch cc sau nhng tc ng ca khng hong kinh t ton cu. Kinh t 6 thng u nm 2010 vi tng trng GDP t 6.16% (trong i vi

ngnh dch v GDP tng 7.05%), ch s gi c hng ho CPI c tnh tng 4.78% so vi thng 12/2009.

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B Thng tin & Truyn thng, Wikipedia v Tng cc thng k29

Pht trin dch v GTGT mi cho MobiFone 2010 Tc tng (%) 6 thng u nm 2009 Tng s Nng, lm nghip v thu sn Cng nghip v xy dng Dch v 3.87 1.47 3.48 5.32 6 thng u nm 2010 6.16 3.31 6.50 7.05

ng gp vo tng trng 6 thng u nm 2010 (%) 6.16 0.59 2.63 2.94

Bng1: Tc tng cc ngnh t 6 thng u nm 2009 n 6 thng u nm 2010 Theo bng trn ta thy tc tng trng ca tng ngnh ni ring v ca c nn kinh t ni chung ca 6 thng u nm 2010 u tng cao so vi cng k nm 2009. Trong , ngnh dch v l c tc tng nhanh nht (7.05%) v ng gp nhiu nht cho GDP (2.94%). Nh vy, y l mt iu kin thun li ngnh thng tin di ng c th pht trin nhanh chng. Ch s gi tiu dng 6 thng u nm 2010 tng 4,78%. CPI thng 6 tng 10/11 nhm trong r hng ho chung vi mc tng t 0,01-0,62%. Trong nhm bu chnh vin thng vi mc tng 0,49. Nh vy, mc tng tiu dng ca ngi dn l c hi cho vin thng ni chung v MobiFone ni ring ngy cng pht trin hn, c th l vic tng s lng thu bao v sn lng, doanh thu ca cc nh mng. Nn kinh t Vit Nam ang pht trin nhanh chng v gn vi ngnh vin thng vi mng th trng cung cp dch v thng tin di ng cng ang c nhng bc tin vt bc. c bit l sau khi gia nhp WTO th trng thng tin di ng cng tr nn si ni hn. Trc tnh hnh cnh tranh khc lit c bit l trong nhng thng u nm 2010 cuc chin gi cc c tc ng khng nh ln th trng vin thng, y l kh khn ln nht i vi MobiFone. V vy MobiFone ni ring v cc doanh nghip thng tin di ng ni chung phi bit tn dng nhng c hi c c do nn kinh t mang li v c nhng k30

Pht trin dch v GTGT mi cho MobiFone 2010 hoch kinh doanh, nhng hng i ring ng vng pht trin hn na trong lnh vc kinh doanh ca mnh. 2.2.2. Yu t chnh tr - lut php - chnh ph Vit Nam l nc c chnh tr n nh, h thng php lut ang c ci thin ph hp vi c ch th trng v s pht trin ca t nc. Trong nhng thng u nm 2010 gn y trc tnh hnh khuyn mi t ca cc doanh nghip chnh ph c nhng chnh sch iu tit th trng vin thng m bo cnh tranh cng bng gia cc doanh nghip nh: Buc cc nh mng phi tng vng ph ton quc, thay v ch tp trung vo khu vc thnh th.

Thay i li cc quy nh v gi cc trn th trng, thng t 11 v sit khuyn mi ca B Thng tin v Truyn thng, quyt nh s 217/2007/Q-TTg v qun l gi cc dch v bu chnh vin thng, thng qua Lut Vin thng v Lut Tn s v tuyn in ngy 23/11/2009 trong k hp th 6 Quc hi kha XII[3]

Tng cng kim tra v gim st cht lng mng li S iu tit bng lut php ca nh nc gip cc nh mng trnh c vic cnh tranh khng cng bng nht l i vi nhng nh mng mi gia nhp ngnh. V vy MobiFone khng th s dng chnh sch gi thp hay lin kt vi nhng nh mng nm gi th phn khng ch chn p cc doanh nghip mi gia nhp. 2.2.3. Yu t vn ho - x hi Tng s dn ca nc ta vo 0 gi ngy 1-4-2009 t gn 85.8 triu ngi, mt dn s 258.64 ngi/km2 ng th 3 khu vc ng Nam v th 14 trong s nhng nc ng dn nht th gii.[4] S ngi trong tui lao ng chim t l cao, nhng ngi ny c kh nng lm vic v to ra thu nhp. V vy nhu cu cng vic h phi giao tip lin lc lin tc nn kh nng chi tiu cho dch v thng tin di ng s ln hn.3

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B Thng tin & Truyn thng, ICT News Wikipedia v Tng cc thng k31

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Pht trin dch v GTGT mi cho MobiFone 2010 Hn th na, vn ha giao tip ca ngi Vit Nam cng s nh hng vn ho phng Ty vo thi quen s dng in thoi khin con ngi ngy cng c nhu cu giao tip trao i tnh cm vi bn b v ngi thn lin tc. Chnh v th m dch v in thoi di ng ngy cng c nhiu nh cung cp dch v vin thng quan tm vi xu hng ci tin cht lng, gi r hn p ng nhu cu rng ri ca ngi tiu dng. Dn s ng, nhu cu lin lc ca con ngi ngy cng gia tng. iu cn thit ca cc doanh nghip vin thng trong c MobiFone l cung cp kp thi nhu cu ca khch hng v ng thi phi c nhng chin lc c th thu ht v gi chn khch hng.2.2.4. Yu t t nhin[5]

Vit Nam vi din tch 331.212 km gip Trung Quc, Lo, Campuchia, b bin di 3.444 km tip gip vnh Bc B, bin ng v vnh Thi Lan, l nc c v tr a l chin lc trong khu vc ng Nam y cng l mt th mnh cho cc doanh nghip vin thng Vit Nam khi mun m rng phm vi kinh doanh trn th trng ln cn. Kh hu gi ma nng m quanh nm v a hnh l i ni. Trong nhng nm gn y xy ra nhng cn bo ln lm h hng mng ng trc, cp quanggy thit hi khng nh cho cc doanh nghip vin thng. Bn cnh kh hu nng m quanh nm lm cho cc trm BTS mau b r st, a hnh i ni gy kh khn cho cng tc bo tr v m rng vng ph sng ca cc nh mng. 2.2.5. Yu t cng ngh Trong lnh vc thng tin di ng c rt nhiu cng ngh khc nhau:

Cng ngh GSM (Global System for Mobile Communications)

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Ngun Wikipedia32

Pht trin dch v GTGT mi cho MobiFone 2010 Cc mng thng tin di ng GSM cho php c th kt ni a quc gia vi nhau do nhng my in thoi di ng GSM ca cc mng GSM khc nhau c th s dng c nhiu ni trn th gii. Li th chnh ca GSM l cht lng cuc gi tt, gi thnh thp. Thun li i vi nh iu hnh mng l kh nng trin khai thit b t nhiu ngi cung ng. MobiFone l mt trong nhng nh cung cp mng in thoi di ng s dng cng ngh GSM. Sau nhng kh khn v cng cuc la chn cng ngh trong nhng nm u thnh lp, n nay MobiFone t c nhng thnh tu ni tri trn con ng pht trin ca mnh. Cng ngh CDMA : CDMA (Code Division Multiple Access) l a truy nhp phn chia theo m. CDMA c tc truyn ti d liu nhanh gp 5-20 ln GSM, cht lng thoi tt hn, cc dch v GTGT a dng hn v tnh bo mt cao hn. Tuy nhin, bn cnh vn c kh nhiu nguyn nhn khin cho CDMA Vit Nam pht trin kh chm trong sut thi gian va qua, nhng nguyn nhn c th k n nh l s hn ch v thit b u cui, vng ph sng cha tht s rng khp v nguyn nhn chnh c l l do thi quen ca ngi Vit Nam l khng thch dng CDMA. Cng ngh 3G : 3G (third-generation technology) l cng ngh truyn thng th h th ba, cho php truyn c d liu thoi v d liu ngoi thoi (ti d liu, gi email, tin nhn nhanh, hnh nh...). 3G c kh nng em li hng lot cc tin ch mi, cc dch v gia tng nh Mobile TV (truyn hnh di ng), Video Telephony (in thoi c hnh), Media downloads (ti d liu truyn thng) MobiFone l nh cung cp dch v 3G th 2 ti Vit Nam vi tc ng truyn ln ti 7.2Mb, cho php khch hng truy cp Internet, th in t, truy cp dch v ni dung nhanh chng v tin li33

Pht trin dch v GTGT mi cho MobiFone 2010 Nh vy, s pht trin nhanh chng v cng ngh to iu kin cho cc nh mng nng cao c cht lng dch v, tha mn tt hn nhu cu cho khch hng v l mt cng c cnh tranh vi cc i th khc. Tuy nhin, s pht trin nh v bo ca cng ngh cng gy mt kh khn rt ln cho cc nh mng l ri ro trong lc hu v cng ngh, chm ci tin, i mi cng ngh. Do , doanh nghip hot ng trong lnh vc thng tin di ng cn phi la chn cng ngh ph hp vi iu kin ca doanh nghip, nhu cu ca khch hng, thng xuyn cp nht cng ngh mi v c nhng chin lc thay i cng ngh cho ph hp vi s pht trin cng ngh trn th gii trnh b lc hu v cng ngh. 2.3. Phn tch mi trng vi m

2.3.1. Khch hng Vi chin lc trung mnh vo nng cao cht lng dch v, hng n khch hng Mobifone h quyt tm khng nh v tr tin phong ca mnh trn th trng di ng Vit Nam. Cho n thi im hin ti, MobiFone l mng di ng duy nht ginh ton b cc gii thng v chm sc khch hng cho mng di ng . t c nhng thnh cng , MobiFone c nhng phn khc khch hng ph hp v c nhng chin lc kinh doanh ring cho tng phn khc ca mnh. Nhm khch hng i tng khch hng Cc i l u quyn Kinh doanh Ca hng in thoi ... - Doanh nghip, cng ty Ngi tiu dng - Cn b, CNV Nh nc - Ngi mua bn - Hc sinh, sinh vin Yu cu i vi dch v - Hoa hng cao - Khuyn mi hp dn - Th tc n gin - Gi c ph hp - Cht lng dch v cao v dch v gia tng phong ph - S tin li v thi chm sc khch hng

Bng 2: Nhm khch hng phn theo mc ch mua dch v

34


i tng khch hng

Mc ch s dng

c im s lng

Yu cu i vi dch v -Gi cc r

Hc sinh Sinh vin (15 26 )

Thng tin lin lc Dng nhiu, thch ph -Dch v gi tr gia tng bn b, gia nh, trng, nng ng hat mi l,hp dn vui chi, gii tr. bt, thch giao tip rng. -Khuyn mi thng xuyn Lin lc cng vic, Dng nhiu, thng -Yu cu cht lng cao. lm n, gia nh xuyn, tn sut cao do bn b. chu tc ng cng vic. -Dch v chm sc khch hng tt. -Gi cc r. Lin lc trong gia t dng, ch dng khi -Cht lng m bo, d nh, vi con chu. tht cn thit. dng s dng. -Gi cc va phi.

Ngi trung nin ( 30 55 ) Ngi cao tui ( > 60 )

Bng3: Nhm khch hng ngi tiu dng phn theo tui

35


36

Pht trin dch v GTGT mi cho MobiFone 2010 Loi dch v

Mc phn chia

i tng khch hng

Yu cu dch v

Dng nhiu v thng xuyn.

- Doanh nhn c thu nhp - Cht lng dch v cao. cao. - Dch v gia tng dch v Thu bao tr - T chc kinh t( khu ch mi ( WAP, Roamiay, sau (Mobi xut, DK kinh doanh,) GPRS). Gold) - C quan nh nc. - S lng cuc gi tng C nhn c thu nhp va i. phi nh: ngi lao ng, cng nhn vin chc, hc - Yu cu cht lng phc sinh sinh vin, h gia nh. v cao v cc dch v gi tr gia tng. Ch gi khi tht cn thit, Hc sinh sinh vin, c nhn ch yu dng nghe v thu nhp trung bnh. nhn tin. Thu bao tr trc ( Mobi Card, Mobi4U, Mobi 365).

Dng thng xuyn.

Dng t.

Rt t.

Thu bao tr trc - Nhn cuc gi nhn tin Hc sinh sinh vin, c nhn - Khng yu cu cao v (MobiQ, Mobi Zone) thu nhp thp, ngi cao lin lc tui. - Khng c nhu cu dch v gia tng. Bng 4: Nhm khch hng phn theo mc s dng dch v

Bn cnh nhng nhm khch hng trn, MobiFone lun ch trng n nhng khch hng bn trong doanh nghip, l nhn vin ca MobiFone v ch khi khch hng ni b c bit l cc nhn vin trc tip tp xc vi khch hng c tho mn th vic phc v cc khch hng bn ngoi s tr nn d dng hn. 2.3.2. i th cnh tranh Ngoi cc i th ln nh VinaPhone, Viettel Mobile cn c cc nh cung cp khc nh S-Fone, EVN Telecom, Beeline, Vietnamobile, Gtel, VTC...

37

Pht trin dch v GTGT mi cho MobiFone 2010 S xut hin ca nhiu nh cung cp mng v pht trin khng ngng ca cng ngh lm cho mi trng cnh tranh trn lnh vc ny ngy cng tr nn khc nghit hn. V MobiFone khng nm ngoi cuc cnh tranh . VinaPhone

Cng thuc Tp on Bu Chnh Vin Thng Vit Nam VNPT. Sn phm v dch v ca nh cung cp ny c nhng im tng ng vi cc sn phm v dch v m MobiFone cung cp. Knh phn phi ca VinaPhone c t chc gn kt cht ch vi h thng bu in tnh thnh v cc huyn. Nh cung cp ny c chnh sch bn hng thng nht khng chia vng v khng khng ch s lng tnh hoa hng, gi bn th co thp hn so vi MobiFone

Viettel

Cng ty 100% vn Nh nc trc thuc qun i, c cp php vo nm 1995. Phm vi cung cp dch v l cc dch v ni ht, ng di trong nc, cho thu ng dy, di ng v Internet. Vi u th mng li rng khp ca cc n v qun i, Viettel nhanh chng trin khai mng li phn phi ca mnh n khp cc tnh thnh trn c nc.Tuy l nh mng ra i tr hn MobiFone nhng nhng thnh tch ca Viettel t c trong nhng nm sau khi thnh lp li lm cho cc i th ca Viettel ht sc ngc nhin v tr nn cnh gic hn trong vic kinh doanh ca mnh. S-fone

S-fone l mng in thoi di ng u tin ti Vit Nam s dng cng ngh CDMA, c mt trn th trng vin thng t nm 1995. S-Fone c cc loi dch v thu bao nh: c nh, in thoi di ng, cc thit b lp mng Cui thng 5/2010, Sfone cng b chinh thc m rng vng ph sng dich vu 3G-EVDO, nng tng s tnh thnh ph sng dich vu 3G-EVDO trn c nc ca S-Fone ln 37 tnh thnh.

38

Pht trin dch v GTGT mi cho MobiFone 2010 Tuy nhin trong vic trin khai phn phi h gp nhng sai lm do cha trang b k c s h tng v cc thit b u cui nn gp khng t nhng chng ngi trn con ng m rng th phn tng s thu bao ca mnh.

EVN Telecom

EVN Telecom l Cng ty trc thuc Tng cng ty in lc Vit Nam da trn tng mng cp quang lin tnh v ni ht S dng cng ngh tin tin CDMA 2000 1X, tn s 450 Mhz, h tr EV DO v tin ti cung cp cc dch v 3G vi gi thnh thp l im ni tri so vi cc i th Tuy nhin do cha ch trng khai thc lng khch hng tim nng, cng tc qung co cha ng b v hiu qu, mng li bn hng cha c t chc hon chnh, hot ng ca cc im cung cp dch v cng cha su rng, cht lng sng khng n nh nn sc cnh tranh cha cao Vietnammobile

Mng di ng Vietnammobile - tin thn l HT Mobile - l d n Hp ng hp tc kinh doanh gia Cng ty c phn Vin thng H Ni (Hanoi Telecom) v cng ty Hutchison Telecom (Hong Kong) Vi chnh sch gi cc hp dn Vietnammobile cng to c nhng chuyn bin kh tt trn th trng di ng tuy nhin vn cha th to ra mt bc t ph mi so vi cc i th cnh tranh. Beeline

Ra i vo khong gia thng 7/2009, vi s hp tc ca B cng an v nh cung cp dch v di ng ln th nh Nga (Vimpelcom), ngoi ra cn c s hp tc ca hng Millenium Global Solutions Group (M) , Beeline khuy ng th trng di ng ti Vit Nam vi gi cc BigZero tip theo l BigKool vi gi cc siu r. Vi cch tn cng kch cu vo cc khch hng tr tui (15-25), chin lc qung co rm r v cung cch tip cn khch hng kiu m nng ng sng to, Beeline lm cc39

Pht trin dch v GTGT mi cho MobiFone 2010 i th phi t nhn li chnh mnh v buc h nu mun ng vng phi sng to v hn th na.

Gtel

Gtel c B Cng an thnh lp thng 11/2007, ngay sau Gtel c nhng hp ng vi cng ty di ng Vimpelcom (ln th nh Nga) thit lp mt lin doanh vin thng di ng ti Vit Nam mang tn Gtel Mobile Hin ti nhng i th cnh tranh ca MobiFone ang ngy cng ln mnh v h v ang ra sc tp trung mi ngun lc a ra nhng chin lc nhm thu ht khch hng v ginh th phn, mt minh chng r nht l s pht trin ln mnh ca Viettel, mt nh mng ra i sau nhng li rt thnh cng. Nh vy, s cnh tranh li cng khc lit hn, n t ra mt yu cu cho MobiFone l phi c nhng chin lc ng n i u vi cc i th cnh tranh v tip tc gi v tr s mt trn th trng thng tin di ng Vit Nam. 2.3.3. i th tim n Vic gia nhp WTO lm cho th trng di ng trong nc hp dn hn. c bit hn na l cc chnh sch ca chnh ph trong vic m bo cnh tranh cng bng gia cc doanh nghip trong v ngoi nc, lng khch hng ng o lm cho cc nh kinh doanh nc ngoi tm kim th phn di ng ti Vit Nam nh Korea Telecom ca Hn Quc, tp on Nippon Telephone Telegraph ca Nht Bn hay tp on Vin thng Php Do , bn cnh vic tm hiu nhng chin lc ca i th cnh tranh hin ti, Mobifone cn cn phi xc nh ng ai l i th tim n ca mnh, ng thi quan st nhng ng thi ca cc i th tim n c nhng bc chun b, nhng phng n d phng cho mnh. 2.3.4. Sn phm thay th S pht trin ca khoa hc k thut lm cho nhu cu ca con ngi ngy cng tr nn a dng hn. Hin nay s ra i ca cc dch v nh VoIP, in thoi Internet thc s l mi e do m cc nh cung cp mng di ng cn phi quan tm.40

Pht trin dch v GTGT mi cho MobiFone 2010 Li th ca nhng dch v thay th ny l gi r v cho php ngi tr chuyn c th nhn thy c mt ca ngi ang ni chuyn vi mnh. Tuy nhin nhng dch v ny khng to s thun li tt nht cho ngi s dng nh in thoi v h cn phi c microphone v webcam. V th cnh tranh v chim gi th phn MobiFone phi lun lun u t cho nghin cu v pht trin th trng, n u cng ngh.2.3.5. Nh cung cp

2.3.5.1.

i vi thit b cng ngh

MobiFone la chn cho mnh cc nh cung cp cng ngh uy tn v c tin dng nhiu nht trn th trng th gii nh Alcaltel, Ericsson, Siemens, MotorolaV s u tin trn ht l i vi Ericsson - nh cung cp cc thit b mng di ng 2G, 2.5G v nay l 3G, chim khong 40% th phn trong lnh vc GSM.WCDMA trn th gii. Vi h thng thit b ca Ericsson, MobiFone l mng tin phong trong vic cung cp cc dch v da trn cng ngh thng tin di ng th h 2.5G v l nh khai thc thng tin di ng u tin ti Vit Nam th nghim thnh cng cng ngh thng tin th h th 3 (3G) vi thi gian th nghim 6 thng k t thng 2/2004. 2.3.5.2. i vi c s h tng mng vin thng

Nh cung cp chnh l cng ty NISCO. NISCO hot ng ch yu trong lnh vc cho thu c s h tng ph sng cho cc ta nh cao tng (Inbuilding) v cho thu c s h tng cc trm BTS. NISCO xy dng v cho MobiFone thu 20.000 trm BTS. Hin nay, NISCO l i tc chnh ca MobiFone trong vic cung cp dch v cho thu trn gi c s h tng vin thng trn tt c cc tnh thnh trong c nc, bao gm: mt bng, phng my, ct ng ten, h thng in, chiu sng v tip t, h thng cnh bo ngoi; thit b ph tr: my iu ho khng kh, n p, my pht in d phng; dch v trng coi bo v, vn hnh khai thc, ng cu khi c s c.41

Pht trin dch v GTGT mi cho MobiFone 2010 Bn cnh , NISCO cn cung cp cc thit b phc v ngnh vin thng nh h thng cnh bo, cp quang, t in...v cc dch v k thut vin thng: bao gm dch v lp t trm BTS 2G, 3G, Shelter, ti u ho mng, kho st tm a im xy dng trm BTS, dch v xin cp php xy trm. 2.4. Phn tch mi trng ni b

2.4.1. C cu t chc [6] Hin nay, Cng ty Thng tin di ng c 14 Phng, Ban chc nng v 8 n v trc thuc khc bao gm 5 Trung tm Thng tin di ng ti 5 khu vc, Trung tm Dch v Gi tr gia tng (VAS), Trung tm Tnh cc v Thanh khon, X nghip thit k.

6[]

http://www.mobifone.com.vn/web/vn/home/mobifone_structure.jsp42


Hnh 1: S t chc ca Mobifone Vng Khu vc I a ch: 811A ng Gii Phng, Qun Hong Mai, Thnh ph H Ni. Khu vc II Khu vc a l Chu trch nhim kinh doanh v khai thc mng thng tin di ng khu vc min Bc (cc tnh pha Bc n H Tnh) Chu trch nhim kinh doanh v khai thc mng thng tin di ng khu vc min Nam (t tnh Ninh Thun n S trm

4230

493343

Pht trin dch v GTGT mi cho MobiFone 2010 a ch: MM18 ng Trng Sn, Phng 14, Qun 10, Thnh ph H Ch Minh Khu vc III a ch: S 263 ng Nguyn Vn Linh, Thnh ph Nng Khu vc IV a ch: S 06, i l Ha Bnh, phng An C, Qun Ninh Kiu, Thnh ph Cn Th Khu vc V a ch: S 8 l 28 ng L Hng Phong, Thnh ph Hi Phng Chu trch nhim kinh doanh v khai thc mng thng tin di ng khu c vc 10 tnh min Ty Nam B 3938

cc tnh min ng Nam B v TP H Ch Minh)

Chu trch nhim kinh doanh v khai thc mng thng tin di ng khu vc min Trung v Cao Nguyn (t tnh Qung Bnh n tnh Khnh Ha v tnh c Lc)

4122

Chu trch nhim kinh doanh v khai thc mng thng tin di ng khu vc ti 14 tnh, thnh ph pha Bc

2777

Ngoi ra MobiFone cn c trung tm dch v gi tr gia tng v x nghip thit k: Trung tm Dch v Gi tr gia tng: c thnh lp ngy 06/10/2008 c tr s chnh ti Thnh ph H ni, c chc nng pht trin, qun l, khai thc v kinh doanh cc dch v gi tr gia tng trn mng thng tin di ng (bao gm dch v SMS, dch v trn nn SMS, trn nn GPRS, 3G v dch v chuyn vng quc gia, quc t). X nghip thit k: thnh lp ngy 21 thng 1 nm 1997 c tr s ti H Ni vi nhim v t vn, kho st, thit k xy dng cc cng trnh thng tin di ng. 2.4.2. Sn phm, doanh thu, th phn 2.4.2.1. Sn phm

MobiFone l mt trong nhng nh cung cp dch v tin phong trong vic a ra cc gi cc mi mang tnh cnh tranh cao trn th trng di ng. Cc gi cc cng nh cc dch v gi tr gia tng ca MobiFone rt a dng.

44

Pht trin dch v GTGT mi cho MobiFone 2010 Cc gi cc ca MobiFone Dnh cho thu bao tr sau:

Dnh cho thu bao tr trc

Cc dch v GTGT ca MobiFone

45


Ngoi ra cn cc dch v: Call Barring, Chuyn nh dng Web, cm nang tra cu, dch v 6xxx, 7xxx, 8xxx, SMS Roaming. Chuyn vng quc t, MMS, SMS Locater, LiveScore, USSD, Fastmail, Fone Backup, MobiFun Live, Mscore, LiveFootball, M2D, M2U, Hp th thoi, Call Me, MobiChat, MobiFone Info, MobiList, Fastpay, Thng tin bng tin nhn, Global Saving, BizMail. 2.4.2.2. Doanh thu, th phn Doanh thu

Tnh hnh pht trin thu bao ca MobiFone qua cc nm t 1993 n 6 thng u nm 2010[7]

7[]

http://www.Mobifone.com.vn/46


Hnh 1 : Biu th hin s thu bao ca MobiFone t nm 1993 n nm 2010 Nhn xt : Qua biu trn ta thy rng s lng thu bao ca MobiFone pht trin khng ngng v t l pht trin tng vt t nm 2006 tr i. Vi s tng ln ca s thu bao dn n s tng ln v doanh thu ca MobiFone Lin tc trong nhng nm gn y MobiFone l mt trong nhng doanh nghip vin thng c doanh thu cao nht Di y l bng bo co doanh thu ca MobiFone qua cc nm t 2003- 2009 [8] Nm Doanh thu ( triu ng ) Tc pht trin lin hon 2003 3.774.28 6 2004 4.975.34 2 132% 2005 6.650.25 6 134% 2006 8.336.99 1 125% 2007 10.762.94 9 129% 2008 17.484.79 3 162% 2009 31.822.323

182%

Bng 5: Tnh hnh doanh thu ca MobiFone t nm 2003 n 20098[]

B thng tin v truyn thng

47


Hnh 2: Biu th hin doanh thu ca MobiFone t nm 2006 n 2009

Hnh 3: Biu th hin tc pht trin doanh thu lin hon ca MobiFone t nm 2004 n 2009 Nhn xt: Nh vy t s liu doanh thu qua cc nm ca MobiFone ta thy rng doanh thu ca MobiFone khng ngng tng lnv tng tng i u c bit l nm 2009, doanh thu tng mnh nht (tng 82% so vi nm 2008) mc d nn kinh t ton cu ni chung v trong nc ni ring gn y ang ri vo khng hong. iu chng t MobiFone c48

Pht trin dch v GTGT mi cho MobiFone 2010 nhng chin lc kinh doanh ph hp trong thi k khng hong c th gi chn khch hng c, thu ht khch hng mi v lm cho doanh thu tng ln khng ngng. Th Phn Hin nay, mc d trn th trng thng tin di ng Vit Nam xut hin rt nhiu nhng nh u t mi, c tim nng ti chnh rt mnh v cng a ra nhiu chnh sch nhm thu ht khch hng, thm nhp th trng v chim th phn. Th nhng nhng nh mng ny vn khng sao lm thay i th phn ca mnh. Trong khi , MobiFone, Vinaphone v Viettel vn l 3 nh mng chim gi th phn p o Vinaphon Viettel MobiFone e Ton quc TP HCM 38% 26% 36% 57% 18% 12%

Sfone 4% 3%

Khc 4% 2%

Bng 6: Th phn ca cc nh mng trn th trng thng tin di ng nm 2009

Hnh 4: Biu th phn ca MobiFone trn ton quc nm 2009

49


Hnh 5: Biu th phn ca MobiFone ti thnh ph H Ch Minh nm 2009 Nhn xt: Nh vy, mc d c s xut hin ca kh nhiu nh cung cp dch v thng tin di ng mi cng nh s ln mnh ca 2 i th ng gm l Viettel v Vinaphone th MobiFone vn lun gi vng th phn ca mnh v chim th phn p o thnh ph H Ch Minh, khng dng li , MobiFone ang tip tc nghin cu v a ra nhng chnh lc mi nhm chim ly th phn p o trong c nc. 2.4.3. Yu t Marketing Cc hot ng marketing ca Mobifone bao gm: 2.4.3.1. Chnh sch v sn phm:

MobiFone lun a dng ha cc sn phm v cng l mng tin phong trong vic a ra cc gi cc mi cng nh cc dch v gi tr gia tng. Cc sn phm m MobiFone a ra c s phn khc th trng r rng, c s nh v nht nh v c tnh cnh tranh cao. Mt s gi cc m MobiFone a ra: Gi cc MobiGold Mhome Khch hng mc tiu Nhng khch hng c thu nhp n nh Cc thnh vin trong gia nh50

Pht trin dch v GTGT mi cho MobiFone 2010 Mbusiness MobiQ Qstudent Qteen Mobi365 HappyZone Cc Doanh nghip Khch hng l gii tr Khch hng l sinh vin Khch hng l cc bn tr la tui teen Khch hng l nhng ngi c thu nhp thp, vng nng thn Khch hng thnh th Bng7: Mt s gi cc ca MobiFone Nh vy, s phn khc th trng r rng ny l mt yu t quan trng trong s thnh cng ca MobiFone. Mi khch hng u c th tm cho mnh mt gi cc ph hp, t nhng khch hng l doanh nhn c thu nhp rt cao cho n nhng khch hng c thu nhp thp nng thn cng nh nhng khch hng m kinh t cn ph thuc vo gia nh nh hc sinh, sinh vin. Bn cnh , MobiFone cn lin tc a ra cc dch v gi tr gia tng nhm p ng nhu cu ca khch hng cng nh to ra nhu cu cho khch hng nh cc dch v game, RingFun, MCA, Voice SMS, 2.4.3.2. Chnh sch v gi

Do MobiFone l mt trong nhng nh cung cp dch v vin thng ang gi th phn khng ch trn th trng nn gi c ca cc gi cc ca MobiFone so vi cc nh cung cp khc c th ni l cao hn mt cht. Tuy nhin MobiFone a cc gi cc ph hp vi tng i tng s dng. Chnh v vy m th phn ca MobiFone lun gi vng.

So snh biu gi cc mi p dng t 2/6/2010 ca MobiFone, VinaPhone v biu gi

cc p dng ngy 1/6/2010 ca Viettel Telecom th mc gi cc ca MobiFone v Vinaphone thp hn 10 ng mt pht tt c cc gi cc tng t. Ring cc thu bao thng, mc gi p dng cho MobiFone v VinaPhone thp hn 1.000 ng.

51

Pht trin dch v GTGT mi cho MobiFone 2010 Sau t gim cc ny, ln u tin trong lch s ngnh vin thng Vit Nam, gi cc ca MobiFone v VinaPhone thp hn cc ca Viettel.

Hnh 6: Bng gi cc ca Viettel v VNPT sau khi gim gi Vic cung cp cc gi cc vi chnh sch gi ph hp gip cho MobiFone c c mt li th rt ln trong vic ginh ly s la chn ca khch hng trn th trng di ng. iu ny chng minh c th thng qua nhng nm gn y doanh thu ca MobiFone t c l cao nht. Qua cho thy gi c l yu t then cht trong vic cnh tranh. Nh cung cp dch v no a ra c mt chnh sch gi hp l c th to c mt li th nht nh. 2.4.3.3. Tip th v khuyn mi

Cc hnh thc tip th v khuyn mi nhm thu ht nhng ngi s dng mi v nhng ngi quay tr li s dng sn phm sau khi tm ngng mt thi gian. V d: MobiFone lin tc a ra cc chng trnh khuyn mi 50%, 100% gi tr th np i vi thu bao tr trc, khuyn mi 5 ln nhn 100% i vi cc thu bao kha 2

52

Pht trin dch v GTGT mi cho MobiFone 2010 chiu kch hot li, khuyn mi min ph gi ni mng t pht th 2 n pht th 10 hay khuyn mi cho thu bao tr sau nhn ngy ph n Vit Nam, Ngoi ra MobiFone cn c cc chng trnh tng sim sinh vin vo mi u nm hc mi hay trao tng hc bng cho hc sinh-sinh vin. l mt hnh thc gip tng th phn cho MobiFone ng thi nng cao v tr thng hiu trong lng khch hng. 2.4.3.4. Chnh sch v phn phi

Trong nhng nm qua, mng li knh phn phi v cc trm thu pht sng ca MobiFone c m rng v nng cp vic phc v khch hng mang tnh hiu qu hn. Vi vng ph sng rng ln vi khong 20.000 BTS (2G/3G) MobiFone thc hin chin lc hi nhp dc v pha trc chnh v vy cc i l ca MobiFone phn phi rng khp. Theo nhn nh ca cc nh mng, Vit Nam hin vn cn khong 30 triu ngi s s dng dch v thng tin di ng, chnh v vy cc nh mng u c gng ht sc vt cn th trng cn st li ny. Mng li phn phi rng chnh l mt yu t quan trng thu ht khch hng. y l mt th mnh ca MobiFone. 2.4.3.5. Qung co - truyn thng

C th ni Mobifone l nh cung cp dch v di ng rt thnh cng trong vic qung b hnh nh ca mnh. Vi cc hnh thc qung co n tng , c kh nng truyn t cao qua cc phng tin thng tin i chng nh: tivi, bo ch, mng Internet, t ri, qung co ngoi tri, tham gia cc s kin,... hnh nh MobiFone dn n su vo tm tr ngi Vit Nam. c bit vi slogan Mi lc - Mi ni MobiFone gy n tng su sc trong lng khch hng c v cht lng dch v cng nh hnh nh thng hiu. Trong nhng nm gn y Mobifone c bnh chn l nh cung cp dch v c nhn bit hng u ti Vit Nam. 2.5. Tnh hnh p dng dch v thanh ton qua in thoi di ng trn th gii

53

Pht trin dch v GTGT mi cho MobiFone 2010 p ng nhng i hi ngy cng cao ca thanh ton trong cc giao dch thng mi in t, cc nh sn xut in thoi di ng ni ting trn th gii nh Erricsion, Motorola, Nokia, Siemen v cc ngn hng khng l nh ABN AMRO Bank, Banco Santardard, Citi Group, Deutsche Bank, HSBC cng nhau cng tc pht trin hnh thc thanh ton in t bng cng ngh in thoi di ng, cng ngh s ni mng trn phm vi ton cu. Trong nm 2010, s ngi s dng phng thc thanh ton qua in thoi di ng trn ton cu s tng 54,5% so vi nm 2009[9] Cc nh phn tch thuc hng nghin cu Gartner d bo, trong nm 2010, s ngi s dng phng thc thanh ton qua in thoi di ng trn ton cu s tng 54,5% so vi nm 2009, t 70,2 triu ln gn 108,6 triu ngi. Tng gi tr giao dch ca phng thc ny nm 2009 l 37,4 t la.Tnh ring trong nm 2009 t l cc giao dch bng phng thc thanh ton qua di ng nh sau: Phng thc giao dch SMS NFC WAP&USSD T l % 76,4% 14,9% 6%

Nh vy ta thy rng t l giao dch qua tin nhn SMS vn chim u th. Tuy nhin cc nh cung cp thanh ton qua di ng ang khng ngng pht trin 2 dch v thanh ton cn li v gim dn phng thc thanh ton bng SMS v xt cho cng thanh ton qua SMS tn chi ph thp nht nhng li mt nhiu thi gian nht. S lng ngi thc hin thanh ton qua in thoi di ng ti khu vc chu -Thi Bnh Dng d kin tng t 41,8 triu ngi nm 2009 ln 62,8 triu ngi. y l khu vc c mc tng mnh nht th gii.9[]

http://vneconomy.vn/20100623090848999P0C16/thanh-toan-qua-di-dong-se-tang-manh-trong-

nam-nay.htm

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Pht trin dch v GTGT mi cho MobiFone 2010 Cc h thng thanh ton trc tuyn v thanh ton qua in thoi di ng ang rt pht trin ti Trung Quc- mt trong nhng nn kinh t pht trin nhanh nht Th gii. Mt s phng thc thanh ton qua di ng ca cc nc trn th gii Ti M: O2 v Nokia hp tc vi nhau a chc nng thanh ton bng th Oyster vo in thoi di ng. Cc in thoi s c tch hp chip RFID gip thanh ton v hoc thc hin giao dch mua bn ch bng cch qut in thoi qua thit b c Oyster. Ngi dng c th tr theo hai cch: tr trc (tin s tr ngay vo ti khon) hoc tr sau (tin s c tnh vo ha n in thoi cui thng). B: khch hng s dng tin nhn vn bn SMS thanh ton mi th k t tin taxi n tr tin mua bnh pizza. Ngi dng ch cn mt ti khon ngn hng ti B v phi l khch hng ca mt trong ba dch v mng di ng ca B sau y: Proximus, Mobistar v Base. Ngi bn hoc nh cung cp dch v ch cn gi yu cu thanh ton bng tin nhn SMS n khch hng. Trch nhim ca khch hng l xc nhn yu cu thanh ton bng mt m b mt. Hai bn mua v bn s cng nhn c tin nhn SMS xc nhn vic thanh ton c thc hin. Dch v hon ton min ph nhng ngi mua s phi tr 25 euro cent, gm thu VAT, cn ngi bn phi tr 49 euro cent, cha gm VAT, cho mi giao dch thnh cng. Dch v thanh ton bng tin nhn SMS ch p dng cho nhng thanh ton c gi tr ln hn 6 euro. Ti Nht Bn: hng Nippon Shinpan kt ni vi tp on cung cp dch v mng di ng khng l ca Nht Bn NTT DoCoMo a ra gii php thanh ton qua di ng. y l mt h thng trong khch hng c th s dng my in thoi di ng do NTT DoCoMo cung cp thanh ton. My in thoi di ng s pht mt tia hng ngoi mang d liu thanh ton ti u c c bit trn my thu tin . Hn Quc: cc nh cung cp dch v in thoi di ng nh Cng ty SK Telecom, KTF, v cng ty trch nhim hu hn LG Telecom ang ci t cc con chp vi mch vo my in thoi di ng c th cung cp cc dch v ngn hng qua in thoi tt hn, c tn l BankON, K Bank v M Bank55

Pht trin dch v GTGT mi cho MobiFone 2010 Ti Singapore: Visa cng Nokia hp tc vi mt cng ty cng ngh c quan h cht ch vi chnh ph Singapore v mt nh ht a vo in thoi di ng mt con chip c cha tt c cc thng tin v th tn dng. Ngi s dng c th mua v bng cch dng my in thoi truy cp vo trang web ca nh ht thng qua giao thc WAP (Giao thc truy cp khng dy). Sau h kch hot chc nng th tn dng trn in thoi ca h sau khi nhp vo m s bo mt. Mt m hnh khc ca Singapore do MasterCard, Citibank, ABN Amro, Maybank v Blink (mt cng ty cng ngh cao ca Singapore trin khai) l tn dng h thng nhn tin v h thng dch v ngn hng qua in thoi thc hin giao dch. Trong thi gian i quy thanh ton, khch hng gi in ti dch v thanh ton qua in thoi ca mt trong cc ngn hng tham gia d n v yu cu mt m s xc thc. H cng c th yu cu h thng tr thng vo ti khon hoc tr vo th MasterCard. My giy sau, khch hng ny nhn c mt tin nhn c cha mt m s xc thc c gi tr trong 10 pht. H s a m s chp nhn thanh ton ny cho ngi thu ngn nhp vo mt thit b thanh ton u cui thng thng v hon tt giao dch. Ti Philippines: MasterCard ang hp tc vi cng ty vin thng Smart Communications trong mt d n cho phep nhng ngi c th MasterCard np thm tin vo ti khon in thoi tr trc bng cch gi mt tin nhn ti cng ty in thoi. Dch v G-Cash ca Globe Telecom Phillippines cho php ngi s dng chuyn tin gia cc my di ng, mua hng ho dch v v thanh ton n. Bn cnh , cc nc ang pht trin nh Bng-la-es, Pa kitx-tan v Xri Lan-ka, thanh ton qua di ng cng ngy mt ph bin, vi s xut hin ca cc giao dch thanh ton qua tin nhn hoc chuyn tin bng gii php tn dng vi m (micro credit), mc d cha nhiu. 2.6. So snh tim nng ng dng dch v thanh ton qua in thoi di ng ti Vit Nam vi mt s nc tng ng 2.6.1. Tim nng ca Vit Nam

56

Pht trin dch v GTGT mi cho MobiFone 2010 Vit Nam c mt th trng di ng rng ln, vi s lng thu bao i ng l hn 80 triu thu bao (chim 70%) s lng thu bao in thoi. Vic dch v di ng v ang ph cp ha mt cch nhanh chng to tin rt tt pht trin cc dch v thanh ton in t trn nn in thoi di ng. S lng cc nh mng c th coi l nhiu: hn 9 nh mng, cc nh mng ang cnh

tranh gay gt vi nhau, bn cnh vic cnh tranh bng cch gim gi cc, nng cao cht lng dch v, khuyn mi th vic pht trin cc dch v gi tr gia tng cho thu bao ca mnh cng c cc nh mng quan tm pht trin v pht trin dch v thanh ton qua di ng khng nm ngoi nhng dch v gi tr gia tng . Bng chng l hin ti c nhiu nh mng a ra dch v , tuy nhin vic thanh ton ch dng li vic tr cc ha n nh k, hoc mua cc dch v, sn phm vi gi tr nh: thanh ton tin in, mua th in thoi tr trc ca MobiFone, Viettel v c bit l dch v v in t Momo ca Vianaphone mi va ra mt vo ngy 29/10/2010 c th coi l dch v thanh ton hon thin nht hin nay ti Vit Nam C s h tng mng vin thng Vit Nam mc d vn cn cha bng cc nc pht

trin nhng c th p ng c nhu cu thanh ton qua in thoi di ng. Vic pht trin h tng cng ngh vin thng v cng ngh thng tin ti Vit Nam c nh gi l c tc pht trin hng u trong khu vc cng nh trn th gii. Vi tc pht trin t 35%/nm - 37%/nm lin tc trong nhiu nm, t l ngi s dng Internet Vit Nam vt qua mc trung bnh ca th gii l 16,9%[10].Yu cu c t ra y l nng cp h thng h tng cng ngh thanh ton v chuyn tin, tng cng h thng bo mt i vi th trng thanh ton ti Vit Nam hin nay, vi t l ngi dn c ti khon ngn hng cn thp (cha n 10%), h tng mng li ngn hng vi h thng ATM, POS cn qu t, gii php thanh ton qua di ng s c tin nng ln v c ngha ht sc quan trng . Bn cnh , s lng ngn hng Vit Nam l tng i nhiu, khong 50 ngn hng, cc Ngn hng cng bt u a ra cc dch v pht trin thanh ton qua di ng nhm thu ht khch hng v pha mnh10[]

http://niemtin.free.fr/tocdophattrien.htm 57

Pht trin dch v GTGT mi cho MobiFone 2010 S khuyn khch ca chnh ph trong vic pht trin dch v thanh ton qua di ng bng cc chnh sch v c ch php l. 2.6.2. So snh vi nc Cng ha Uganda S T Ch tiu T 1 Tc ng t cc yu t bn ngoi 2 C s kinh t Uganda[11] T do ha ngnh vin thng Chi ph s hu mt in thoi di ng v truy cp cc dch v

Vit Nam[12]

3

C s php l

ang gim do gia tng cnh tranh gia cc nh khai thc C cu kinh t: Kinh t C cu kinh t: Kinh t nng nghip thu ht 80% lao nng nghip thu ht 70% ng GDP u ngi nm GDP u ngi nm 2009 2009 t 1080 USD/ngi t 1,200 USD/ngi Tng trng kinh t t Tng trng kinh t t mc 5.32% nm 2009 mc 7% T trng trong GDP ca Cu thnh GDP ca nn dch v chim 42-43%, kinh t: Dch v (48.5%) cng nghip khong 40chim t l ln nht so vi 41%, nng nghip chim nng nghip (29.40%) v 16-17% cng nghip (22.10%) Lut T chc Ti chnh Lut Giao dch in t (2004) do Ngn hng Uganda (2005) trong c iu 46 iu chnh vic cp php, hot quy nh v bo mt thng ng, gim st cc t chc ti tin trong giao dch in t chnh Ngh nh s 27/2007/N-CP ngy iu l Ngn hng Uganda 23/02/2007 v giao dch (1993) quy nh quyn t ch in t trong hot ng ti xy dng v thc thi cc chnh chnh sch tin t ca Ngn Ngh nh S hng Uganda

11[]

http://www.trustvn.org.vn/NewsDetail.aspx?k=20&cate=50&tuto=131

http://www.trustvn.org.vn/NewsDetail.aspx?k=20&cate=50&tuto=140 http://vansu.vn/?part=thegioi&opt=cacnuoc&act=view&code=uganda12[]

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Pht trin dch v GTGT mi cho MobiFone 2010 Lut Cng ngh thng tin (1997) Lut iu tit ti chnh vi m (2003), iu tit cc hot ng ti chnh vi m trong cc t chc ti chnh khc nhau Lut hp ng giao dch in t 26/2007/N-CP ngy 15/02/2007 quy nh chi tit thi hnh Lut Giao dch in t v ch k s v dch v chng thc ch k s Quy nh nguyn tc v bo v thng tin c nhn trong B Lut dn s iu 31 quy nh quyn ca c nhn i vi hnh nh v iu 38 quy nh v quyn b mt i t Ngh nh s 63/2007/N-CP quy nh hnh vi vi phm, hnh thc, mc x pht v thm quyn x pht vi phm hnh chnh trong ng dng v pht trin cng ngh thng tin Php lnh s 13/1999/PL-UBTVQH10 ngy 27/04/1999 v bao v quyn li ngi tiu dung Nm 2009, thng qua B Lut hnh s sa i b sung iu 226 cn c x l hnh s mt s hnh vi vi phm php lut v bo v thng tin c nhn trn mi trng mng Quy nh v bo v quyn li ngi tiu dng trong B lut Dn s (2005), B lut Hinh s

59

Pht trin dch v GTGT mi cho MobiFone 2010 (2000), Lut Thng mai (2005), Lut Canh tranh (2004), Lut Tiu chun va Quy chun ky thut (2006), Lut Bo v mi trng sa i (2005) Nm 2010, d tho Lut Bo v quyn li ngi tiu dng thay cho Php lnh s 13/1999/PL-UBTVQH10 Lut Cng ngh thng tin

(2006)[13] Nm 2005, B Cng An thnh lp Phng Chng ti phm cng ngh cao trc thuc Cc Cnh st iu tra ti phm kinh t (C15) Nm 2009, thnh lp Cc Phng chng ti phm cng ngh cao 4 C s h tng v dch v 80% dn s s dng thu bao di ng (cui nm 2006) Hn 1.5 2 triu (chim khong 74%) ngi s dng in thoi di ng c ti khon ngn hng Xy dng h thng kim tra cc hot ng thanh ton in t Thnh lp Ban Th k h Khong 93% dn s s

dng thu bao di ng (nm 2009) [17] T l ngi dn c ti khon ngn hng cn thp (cha n 10%) S lng ngn hng Vit Nam l tng i nhiu, khong 50 ngn hng

13[]

Lut Cng ngh thng tin (2006) -iu 21, iu 22, iu 72http://www.tinhte.vn/tin-tuc-su-kien-10/viet-nam-dung-thu-6-chau-ve-thue-bao-di-dong-238709/ 60

17[]

Pht trin dch v GTGT mi cho MobiFone 2010 thng thanh ton quc gia (NPSS) [14] nm 1998 Xy dng h thng chuyn

tin in t (EFT)[15] cho php cc ngn hng thng mi, c quan chnh ph v cc cng ty ln thc hin thanh ton in t H thng Lin ngn hng

quc gia (UNIS) [16] x l cc khon thanh ton in t ln Ngn hng Uganda t gii

hn thc hin giao dch bng Sc n 20 000 000 Ugx (c hiu lc thng 7 nm 2007) vi mc ch hng n hnh thc thanh ton in t nu vt gii hn ny Dch v Me2U, Web2U cho php chuyn tin n khp mi ni trong nc c bit l khu vc nng thn (Me2U) v trn th gii (Web4U)

C s h tng mng vin thng Vit Nam pht trin vi tc t 35%/nm 37%/nm lin tc trong nhiu nm Mt s ngn hng ti Vit Nam thc hin lin kt vi nhau nhm to s thun tin trong cc giao dch ca khch hng Hng lot cc ng dng thanh ton in t ra i nh F@st MobiPay ca Ngn hng thng mi c phn K thng Vit Nam (Techcombank), V in t MobiVi ca Ngn hng thng mi c phn Quc T Vit Nam (VIB Bank) v Cng ty c phn h tr dch v thanh ton Vit Ph (MobiVi), V in t Payoo ca Cng ty c phn dch v Trc tuyn Cng ng Vit (Vietunion), V in t VnMart ca Ngn hng Cng thng Vit Nam (VietinBank) v Cng ty c phn gii php thanh ton Vit Nam (VnPay), V in t netCASH PayNet ca Cng ty c phn mng thanh ton VINA (PayNet)

5

Nhu cu i vi dch v thanh ton qua in thoi di ng

i vi ngi s dng dch v cui cng: mong mun thanh ton tin li, an ton bo mt, tit kim chi ph n mc ti thiu so vi cc phng thc thanh ton truyn thng

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National Payment System Secretariat Electronic Funds Transfer Uganda National Inter-bank Settlement 61

15[]

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Pht trin dch v GTGT mi cho MobiFone 2010 Tm kim li nhun i vi cc bn c lin quan nh nh cung cp dch v thanh ton, ngn hng, doanh nghip ni p dng thanh ton qua in thoi di ng c bit i vi Ngn hng, c c hi m rng phm vi khch hng ca mnh Qua vic phn tch so snh cc yu t tng ng gia Uganda (nc p dng thnh cng hnh thc thanh ton qua in thoi di ng) v Vit Nam trong vic pht trin hnh thc thanh ton in thoi di ng, ta nhn thy rng Vit Nam c tim nng pht trin dch v ny. Tuy nhin m bo tnh kh thi, Vit Nam cn c nhng b sung, sa i nhm hon thin c s php l trong vic bo m tnh an ton, bo mt, nhng iu l quy nh r rng hn v trch nhim php l i vi cc bn tham gia giao dch. Bn cnh , cn c nhng ci thin trong c s h tng, c bit l vic m rng lin kt gia cc ngn hng v nh cung cp dch v vin thng. Hn th na, chnh ph cn c nhng chnh sch khuyn khch, hng ngi dn s dng dch v thanh ton qua in thoi di ng bi nhng li ch m n mang li, xy dng h thng kim tra cc hot ng thanh ton in t ring kim sot, x l cc giao dch v h thng cc ngn hng lin kt thun tin cho cc giao dch thanh ton. 2.7. Kho st thc t

2.7.1. Kho st th trng v mc chp nhn ca khch hng MobiFone v phng

thc thanh ton qua in thoi di ng Qua kho st 150 phiu cho cc thu bao ca MobiFone v mc chp nhn ca hnh thc thanh ton qua di ng. Kt qu thu c nh sau : Cn b cng chc nh nc Hon ton ng ng Bnh thng 2.7% 6.8% 2.1% Doanh nhn 1.4% 4.8% 2.1% Kinh doanh c th 0.7% 1.4% 0.0% Cng nhn 2.1% 6.2% 0.0% Hc sinh Sinh vin 7.5% 38.4% 10.3%62

Pht trin dch v GTGT mi cho MobiFone 2010 Khng ng Hon ton khng ng 2.1% 0.0% 2.1% 0.0% 1.4% 0.0% 0.7% 0.0% 6.8% 0.7%

T l khch hng chp nhn s dng dch v thanh ton qua di ng mc bnh thng cho n hon ton ng l : 86.50% Trong t l doanh nhn, cn b cng chc v cc h kinh doanh c th ng s dng dch v mi l khong 22% (y l nhng i tng c thu nhp cao hoc tng i n nh v l i tng chnh trong giai on u m MobiFone trin khai dch v nhm n), cn li l cng nhn v hc sinh-sinh vin. Qua kt qu kho st trn ta c th thy rng vic khch hng chp nhn vic thanh ton qua di ng gn nh chim a s. Yu cu t ra lc ny l sm trin khai hnh thc thanh ton qua di ng v cn phi hon thin hn na c s h tng thanh ton gip rt ngn thi gian thanh ton, hon thin h thng bo mt thng tin c nhn v ti khon. 2.7.2. Kho st v mc ng dng ca cc ngn hng v s chp nhn ca cc doanh nghip thng mi trong vic thanh ton qua in thoi di ng ti Vit Nam 2.7.2.1. Mc ng dng ca cc Ngn hng trong vic thanh ton tin qua in thoi di ng Mc d m hnh thanh ton qua in thoi di ng cng nh thanh ton khng dng tin mt c trin khai nc ta t lu nhng vn dm chn ti ch. khuyn khch hnh thc thanh ton phi tin mt, chnh ph cc nc p dng cc mc ph u i i vi cc t chc s dng hnh thc thanh ton khng dng tin mt nhm to ra s chnh lch vi ni s dng tin mt. Trong khi ti Vit Nam, chng ta mi coi y l nhim v ca ngnh ngn hng, cc ngn hng t a ra cc chnh sch v vn ny, do vic pht trin dch v khng t hiu qu nh mong mun. Mc d vy trn pht trin cng vi th trng th gii, mt s ngn hng Vit Nam bt u tng tc m thm dch v Mobile Banking, cho php khch hng thc hin nhiu tin ch nh tra s d, chuyn khon, thanh ton Trc y cng c vi ngn63

Pht trin dch v GTGT mi cho MobiFone 2010 hng trin khai dch v ny nhng dng nh vn cha to c s quan tm t pha khch hng. n nay, cuc ua mi bt u, nhiu ngn hng cng trin khai dch v, khch hng cng bt u quan tm. Thi gian qua, nhiu dch v nh l nh in sao k, thanh ton mt s ha n in nc, in thoi c cc ngn hng p dng. Th nhng thi gian gn y, xu hng giao dch khc ln hn ang c trin khai l cho php khch hng c th rt tin, chuyn khon, giao dch bng in thoi di ng. Mt s ngn hng p dng dch v thanh ton qua in thoi di ng: Nm 2003, ACB trin khai dch v mobile banking cho php khch hng c th truy vn s d, chuyn tin, thanh ton in nc, truyn hnh cp, internet...qua in thoi di ng. Nm 2007, Sacombank phi hp vi VinaPhone gii thiu dch v EasyTopUp cho php thu bao Vinaphone c ti khon th tn dng ti Sacombank c th np tin trc tip vo ti khon in thoi di ng thng qua tin nhn SMS Nm 2009, TienPhongBank cho ra mt dch v Mobile Banking gip khch hng c th giao dch ngn hng mi lc, mi ni. Vi in thoi di ng c ci t phn mm Mobile Banking, ch ti khon c th chuyn tin cho nhng ti khon trong cng ngn hng ny m khng phi n ngn hng. Ngoi ra, ch cn bm phm di ng, khch hng cng c th thanh ton c cc Internet ADSL ca FPT v thc hin cc dch v gi tr gia tng khc. Bn cnh , Mobile Banking cn cho php khch hng tra cu thng tin t gi, li sut, a im t my ATM. Ring cc thng tin v bin ng s d trn ti khon th c thng bo t ng Ngn hng ng cho php khch hng s dng DongA Mobile Banking trn in thoi di ng c h tr Java. Khch hng ch cn c ti khon th ti DongABank v c ng k s dng SMS Banking, c dng mng in thoi GSM l c th thc hin nhiu dch v nh chuyn khon, mua th tr trc, thanh ton trc tuyn cc n hng mua qua mng, np tin in t64

Pht trin dch v GTGT mi cho MobiFone 2010 Techcom Bank kt hp vi Cng ty c phn Cng ngh thng mi di ng cng cho ra mt dch v F@stmobipay. Dch v ny cho php thanh ton qua tin nhn in thoi di ng (SMS).. i vi khch hng c nhn ti Techcombank, vic s dng ti khon ti ngn hng ng dng theo hng a mc ch, c th in thoi di ng thanh ton ha n in nc, v my bay, np ph bo him, np tin vo in thoi Thm ch, khch hng c th qua internet t thit lp ti khon tit kim in t cho ring mnh ti ngn hng. Techcombank cn cung cp dch v thanh ton cc ph ADLS ca FPT qua tin nhn Tnh n nay, c kh nhiu ngn hng cung cp dch v thanh ton qua in thoi di ng tuy nhin mc ng dng cc dch v ny kh hn ch, ch cho php khch hng theo di s d ti khon, tra cu thng tin giao dch qua internet hoc tin nhn qua in thoi di ng. Bn cnh cn c mt s vng mt km hm s pht trin ca dch v thanh ton qua in thoi di ng nh: C s hnh lang php l, bo mt cha r rng. H thng chp nhn thanh ton gia cc Ngn hng, cc doanh nghip, cc cng ty vin thng vn cha lin kt vi nhau mt cch ng b.

Kt lun: Hin nay, mc d cc ngn hng trin khai dch v thanh ton qua inthoi di ng v c th ni y l mt dch v mi m cc ngn hng ang c gng khai thc to ra s khc bit so vi i th cnh tranh. Tuy nhin cc dch v ny cha a dng v vn cha pht trin c, n ch dng li mt s chc nng nht nh v cha p ng ht nhu cu thanh ton ca khch hng km thm mt s vng mc nh nu trn. 2.7.2.2. Mc chp nhn ca cc Doanh nghip trong vic thanh ton tin qua in thoi di ng Nm bt c xu hng thanh ton v nhm to ra s tin li nht cho khch hng, cc doanh nghip cng bt u chp nhn hnh thc thanh ton phi tin mt.

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Pht trin dch v GTGT mi cho MobiFone 2010 Trc y vic thanh ton phi tin mt ch yu l dng th v cc doanh nghip cng trang b nhng my c th (POS) p ng cho hnh thc thanh ton ny, tuy nhin s lng cc doanh nghip s dng hnh thc thanh ton ny l khng nhiu bi v hnh thc ny ti Vit Nam cn c nhng hn ch nh : Khch hng lc no cng phi mang theo th trong khi thi quen s dng th cha ph bin ti Vit Nam Nhiu ngn hng lm mt uy tn i vi khch hng khi thc hin cc giao dch trc tuyn trn mng, iu ny gy ra tm l lo ngi cho ngi dn khi thc hin thanh ton online. Khi s dng thanh ton th, khch hng s phi tr mt khon ph cho nh pht hnh th nh Visa, Master Card, m khon ph ny i vi Vit Nam vn cn qu cao. Chnh v nhng l do trn m thanh ton bng th vn cha c nhiu doanh nghip p dng. Gn y, cc doanh nghip cng bt u ngh ti vic cho khch hng ca mnh thanh ton qua in thoi di ng chnh v u im ni tri nht ca hnh thc ny l vic thanh ton c th c thc hin mi lc, mi ni m khng phi lo s vic qun mang theo tin mt hoc th thanh ton Nhiu doanh nghip v ang bt u lin kt vi cc cng ty Vin thng, cc Ngn hng cng nh cc cng ty cung cp dch v thanh ton di ng nh Paypal, Nganluong.vn, Mobivi,nh Vinagame, FPT, Ch in t, Vietravel, Vietnam Airline, Asiasoft, EVN, thc hin h thng thanh ton tin qua in thoi di ng cho khch hng. Tuy nhin t l ny cn thp ch mi l nhng doanh nghip ln, cc doanh nghip nc ngoi. V ch c nhng doanh nghip ny mi tim lc v ti chnh cng nh k thut thc hin hnh thc thanh ton ny. y cng l nhng doanh nghip c lng khch hng ln, n nh v nhng khch hng c kh nng ti chnh cao. Tuy nhin vic thanh ton di ng cng tn ti nhng vn ngoi l khin cc doanh nghip vn cha mun trin khai m hnh ny. Chng hn nh cc nh hng, khch sn,66

Pht trin dch v GTGT mi cho MobiFone 2010 plaza nu thanh ton tin di ng th khch hng ch phi chi tr ng s tin mnh cn thanh ton cng thm ph dch v. Cn nu thanh ton bng tin mt th nhn vin bn hng cn c th nhn thm tin boa (tip) t khch hng. Bn cnh nhn vin cc doanh nghip ny cng li thc hin giao dch thanh ton di ng cho khch hng v cc thao tc phi thc hin (xc minh s ti khon ca khch hng v s tin thanh ton c khp vi ngn hng khng, in ha n, ch s xc nhn ca khch hng) nhiu hn l thanh ton trc tip bng tin mt (nhn tin, thi tin, in ha n). Chnh v vy cc doanh nghip cm thy nu thanh ton di ng s mt i mt phn li ch. Nhng hi nhp cng vi xu hng pht trin ca ton cu. Hin ti, Vit Nam c kh nhiu doanh nghip thc hin thanh ton phi tin mt, ch yu l cc cng ty cung cp Internet, in, nc, cc doanh nghip mua bn qua mng, cc doanh nghip ln nh hng hng khng, cc cng ty nc ngoi ti Vit Nam. V c mt s doanh nghip thc hin vic thanh ton qua in thoi di ng nhng ch dng li mc thu tin nh k nh cc cng ty in, nc v Internet, cc in thoi, Nhiu doanh nghip Vit Nam cng bt u ha vi tin trnh ny, nhng cc doanh nghip ny i hi phi c c s h tng k thut thun tin cho vic thanh ton, phi c s lin thng r rng v y gia cc cng ty vin thng, cc doanh nghip, cc ngn hng cng nh cc cng ty cung cp dch v thanh ton trc tuyn. Km theo l phi c hnh lang c s php l, chnh sch bo mt r rng. i hi hin nay l phi tip tc trin khai hnh thc thanh ton qua in thoi di ng ra cc doanh nghip, cc cng ty m lng mua bn din ra thng xuyn v lin tc nh cc siu th, plaza, cc nh hng, khch sn, cc cng ty du lch, l hnh, cc hng hng khng, cc doanh nghip bn l,. Kt lun : Nh vy thng mi di ng c ng dng nc ta nhng vn cha pht huy c hiu qu. Cc ngn hng, doanh nghip, nh cung cp dch v thng tin di ng cha c s lin kt ng b, cc dch v thanh ton cha nhn c nhiu s quan tm ca khch hng, kt cu h tng cho bo mt thng tin v ti khon vn cha c u t xc ng. Do mc d c cc ngn hng ng dng v c s chp nhn ca mt67

Pht trin dch v GTGT mi cho MobiFone 2010 s doanh nghip nhng thc s hnh thc thanh ton qua in thoi di ng vn cha em li hiu qu nh mong mun. 2.8. Phn tch SWOT cho dch v thanh ton qua in thoi di ng _M hnh kt hp gia Ngn hng - Vin thng - Doanh nghip ti Vit Nam

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Pht trin dch v GTGT mi cho MobiFone 2010 im mnh (Strengths) 1. Khng dng tin mt 2. c thc hin qua in thoi nn c th thanh ton mi lc, mi ni 3. Thanh ton thun tin 4. Tit kim thi gian, cng sc 5. Gim bt chi ph qun l tin mt im yu (Weaknesses) 1. Khch hng buc phi c ti khon ngn hng v s dng dch v di ng 2. Yu cu cao v h tng cng ngh thng tin - H thng bo mt thng tin c nhn, ti khon 3. Cn c s lin kt gia Ngn hng, cc doanh nghip v cc cng ty cung cp dch v thng tin di ng

C hi (Opportunities) 1. S khuyn khch ca chnh ph trong vic thanh ton phi tin mt Thnh lp Trung tm Chng thc ch k s Quc gia v Trung tm ng cu cc s c my tnh Lut Vin thng v Lut Tn s v tuyn Tip tc trin khai cp php dch v bng thng rng1. Kt hp S2 O1-4-6-7 1.

Kt hp W2 O2-3

Sm trin khai v pht trin hnh thc thanh ton tin li ny cho cc thu bao ca MobiFone2. Kt hp S5 O4-5-6

Tip thu nhng cng ngh mi trn th gii v thanh ton qua di ng, u t vo c s h tng thanh ton c bit l cng ngh v bo mt thng tin v ti khon2.

MobiFone lin kt vi cc ngn hng ln, doanh nghip trong c nc trin khai thc hin phng thc thanh ton ny

Kt hp W1 O4-5-6

a ra nhiu u i, to s thun tin cho khch hng trong vic m ti khon ngn hng v s dng dch v thanh ton qua di ng3.

Kt hp W3 O4-5

MobiFone nn ch ng lin h vi ngn hng v cc doanh nghip to ra s69


Thc thi Lut giao dch in t, Ngh nh v Internet v ch k in t[18]

ng thun gia cc bn tham gia.

2. y l loi hnh thanh ton , ang v s pht trin mnh trn ton cu, iu thc y s pht trin loi hnh thanh ton ny ti Vit Nam trong xu th hi nhp hin nay 3. Cng ngh cho thanh ton qua di ng ngy cng c cc nh cung cp h tng cng ngh k thut quan tm v pht trin 4. Th trng vin thng ang trn pht trin nhanh chng. S lng thu bao di ng ngy cng pht trin, vng ph sng di ng rng khp 5. Ngn hng ngy cng pht trin 6. Vic thanh ton qua th tn dng cha ph bin ti Vit Nam18[]

V trng V Vin Thng, B Thng tin v Truyn thng, ng Phm Hng Hi70

Pht trin dch v GTGT mi cho MobiFone 2010 7. Mt s dch v c bn trin khai thanh ton qua di ng, to tin cho s pht trin ca m hnh ny Thch thc (Threats) 1. Thi quen s dng tin mt ca ngi dn cha thay i c. 2. Tm l lo ngi minh bch ti chnh ca cc doanh nghip trong giao dch 3. H thng php lut v vic thanh ton qua di ng cha c 4. S cnh tranh ca cc t chc thanh ton phi ngn hng nh nganluong.vn, Paypal, 5. S ngi c ti khon ngn hng cha cao1. Kt hp S1-2-3-4 T1 1. Kt hp W3 T4

a ra chin dch dng th dch v i vi nhng khch hng quen ca nh cung cp dch v di ng cng nh ngn hng2. Kt hp S2 T4

a ra cc mc ph dch v cnh tranh vi cc t chc thanh ton phi ngn hng2. Kt hp W3 T1

Tn dng th mnh l nh cung cp dch v di ng a ra cc chnh sch hu mi i vi khch hng s dng dch v thanh ton qua di ng3. Kt hp S5 T2

Cc nh mng, ngn hng, doanh nghip cn tng cng cc hot ng Marketing qung b cho dch v mi3. Kt hp W1 T1-5

Thuyt phc cc doanh nghip v li ch ca dch v mi h ng hp tc a ra dch v ny

a ra cc chnh sch khuyn mi: ng k s dng dch v c min ph m ti khon ngn hng4. Kt hp W2 T4

Tiu chun ha cc phn mm thanh ton di ng ph hp vi th trng Vit Nam

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Pht trin dch v GTGT mi cho MobiFone 2010 Tm tt chng II: Trong chng II, ti tin hnh phn tch mt s vn : - Gii thiu s lc v cng ty MobiFone- Phn tch mi trng kinh doanh ca MobiFone: mi trng v m, mi trng vi

m, mi trng ni b - Tnh hnh p dng dch v thanh ton qua in thoi di ng trn th gii - So snh tim nng ng dng dch v thanh ton qua in thoi di ng ti Vit Nam vi mt s nc tng ng- Kho st v mc chp nhn ca khch hng MobiFone v phng thc thanh

ton qua in thoi di ng - Kho st v mc ng dng ca cc ngn hng v s chp nhn ca cc doanh nghip thng mi trong vic thanh ton qua in thoi di ng ti Vit Nam - Phn tch SWOT cho dch v thanh ton qua in thoi di ng Cc kt qu phn tch trn s l c s cho vic ra gii php ph hp vi nng lc ca MobiFone v p ng nhu cu ca th trng

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Pht trin dch v GTGT mi cho MobiFone 2010 CHNG III K HOCH V GII PHP PHT TRIN DCH V THANH TON QUA IN THOI DI NG CHO MOBIFONE3.1.

nh hng pht trin kinh t x hi giai on 2011 2020 [19]

i hi ng ln th XI quyt nh Chin lc tip tc y mnh cng nghip ho, hin i ho v pht trin nhanh, bn vng; pht huy sc mnh ton dn tc, xy dng nc ta tr thnh nc cng nghip theo nh hng x hi ch ngha. 3.1.1. Quan im pht trin Pht trin nhanh gn lin vi pht trin bn vng. i mi ng b, ph hp v kinh t v chnh tr v mc tiu xy dng nc Vit Nam x hi ch ngha dn giu, nc mnh, dn ch, cng bng, vn minh Thc hnh dn ch, pht huy ti a nhn t con ngi, coi con ngi l ch th, ngun lc ch yu v l mc tiu ca s pht trin Pht trin mnh m lc lng sn xut vi trnh khoa hc, cng ngh ngy cng cao ng thi hon thin quan h sn xut v th ch kinh t th trng nh hng x hi ch ngha Phi xy dng nn kinh t c lp t ch ngy cng cao trong iu kin hi nhp quc t ngy cng su rng 3.1.2. nh hng pht trin3.1.2.1.

Mc tiu tng qut

Ban chp hnh Trung ng - D tho chin lc pht trin kinh t-x hi 2011-2020 ngy15/09/201019[14]

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Pht trin dch v GTGT mi cho MobiFone 2010 Phn u n nm 2020 nc ta c bn tr thnh nc cng nghip theo hng hin i; chnh tr - x hi n nh, ng thun, dn ch, k cng; i sng vt cht v tinh thn ca nhn dn c nng ln r rt; c lp, ch quyn, thng nht v ton vn lnh th c gi vng; v th ca Vit Nam trn trng quc t tip tc c nng ln; to tin vng chc pht trin cao hn trong giai on sau. 3.1.2.2. Mc tiu ch yu v pht trin kinh t, vn ha, x hi v mi trng

V kinh t y mnh chuyn dch c cu kinh t, thc hin ti cu trc nn kinh t, trng tm l c cu li cc ngnh sn xut, dch v gn vi cc vng kinh t. Phn u t tc tng trng tng sn phm trong nc (GDP) bnh qun 7 - 8%/nm. GDP nm 2020 theo gi so snh bng khong 2,2 ln so vi nm 2010. GDP bnh qun u ngi theo gi thc t t khong 3.000 - 3.200 USD. Kt cu h tng tng i ng b, vi mt s cng trnh hin i. T l th ho t trn 45%. S x t tiu chun nng thn mi khong 50%. V vn ha, x hi Xy dng x hi ng thun, dn ch, k cng, cng bng, vn minh. n nm 2020, ch s pht trin con ngi (HDI) t nhm trung bnh cao ca th gii. Xy dng nn vn ha tin tin, m bn sc dn tc; gia nh tin b, hnh phc; con ngi pht trin ton din v tr tu, o c, th cht, nng lc sng to, thc cng dn, tun th php lut. V mi trng Ci thin cht lng mi trng. n nm 2020, a t l che ph rng ln 45%. Ci thin v phc hi mi trng cc khu vc b nhim nng. Hn ch tc hi ca thin tai. Ch ng ng ph c hiu qu vi bin i kh hu, c bit l nc bin dng.74

Pht trin dch v GTGT mi cho MobiFone 2010 3.1.2.3. Cc t ph chin lc

(1) Hon thin th ch kinh t th trng nh hng x hi ch ngha, trng tm l to lp mi trng cnh tranh bnh ng v ci cch hnh chnh. (2) Pht trin nhanh ngun nhn lc, nht l ngun nhn lc cht lng cao, tp trung vo vic i mi ton din nn gio dc quc dn. (3) Xy dng h thng kt cu h tng ng b vi mt s cng trnh hin i, tp trung vo h thng giao thng v h tng th ln.3.2.

nh hng ngnh bu chnh vin thng giai on 2010 2020[20]

3.2.1. Quan im Bu chnh, vin thng Vit Nam trong mi lin kt vi tin hc, truyn thng to thnh c s h tng thng tin quc gia, phi l mt ngnh mi nhn, pht trin mnh hn na, cp nht thng xuyn cng ngh v k thut hin i. Pht trin i i vi qun l v khai thc c h

Phat Trien Dich Vu Gia Tri Gia Tang-thanh Toan Qua Dien Thoai Di Dong

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