Mobile World Joint Stock Company

Mobile World, known as “Thế Giới Di Động” in Vietnamese, is the largest independent privately-owned mobile phone retail chain in Vietnam, controlling approximately 10% of the domestic mobile phone market. The Company operates a chain of over 50 branded outlets and 5 repair centers as of 1H10, spreading nationwide, including Ho Chi Minh City, Hanoi and several other provinces. Mobile World also sells laptop, mobile phone accessories, MP3/MP4 devices, and digital cameras in its retail outlets.

Mekong Enterprise Fund II made an investment in the company in May 2007.

Led by a group of dynamic and committed entrepreneurial Vietnamese professionals with extensive industry expertise, Mobile World has experienced significant growth since inception with net profit increasing by about 290% on average from 2007 until 2009. Driven by the opening of new shops and the realization of economies of scale, the company's net profit in 2010 is expected to grow by approximately 100% year-on-year.

Products

Mobile World operates stores across Vietnam dedicated to the retailing of mobile phones and related accessories. Each outlet is located in a premium location with high traffic, offering a wide selection of over 200 mobile phone models. The Company functions within the “modern trade” distribution channel, offering value-added services to customers unlike traditional family-run stores. Customers are served by knowledgeable staffs who act as consultants to help customers identify the most suitable phone. All stores are branded consistently making it easy for consumers to identify them and experience the same amount of trust and comfort.

Apart from its main offering of mobile phone products, Mobile World is also selling laptops through its high demand stores and other mobile phone related devices. The Company has been offering other portable appliance such as MP3/MP4 players and digital cameras since 2009.

Inventory Management

A key driver of Mobile World’s success is its ability to manage inventory in a fast moving retail environment. The inventory management system tracks historic sales by each store, projects supply needed and allows for intra-store transfer based upon demand as well as up-to-date price adjustment to stay competitive. As mobile phone models and prices change quickly in the market, the company’s ability to reduce inventory days lowers the risk of discounted and obsolescent inventory and increases profitability.

Branding

Recognizing that branding is vital in the retailing business, each of Mobile World’s outlet is branded under the “www.thegioididong.com” banner with consistent design format and the same level of customer service quality. Besides, due to the high-tech factor of its products, the Company invested heavily in building out its website, which has been a significant tool in creating a strong brand within the market. The website is currently among the 100 top sites in electronic commerce, ranked by Alexa at 48th. Other than functioning as the premier information portal for Vietnamese consumers looking to research mobile phones prior to purchase, the website also allows for mobile-content downloads, mobile phone sim-card selection and placing order online.

History

Mobile World was founded in March 2004 as a limited liability company. Its flagship outlet on Nguyen Dinh Chieu street, Ho Chi Minh city, was opened in August 2004. Its successful operation led to the second outlet opened on Cong Hoa street close to one year later. Since then, its chain of outlets has grown exponentially in number, including service and repair centres. In January 2007, Mobile World was changed to a joint stock company, after which it received the investment by MEF II.

For more information, please visit their website at www.thegioididong.com