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 20% of the domestic mobile phone market. The Company operates a chain of some 217 branded outlets and several repair centers as of January 2012, spreading nationwide, including Ho Chi Minh City, Hanoi and all other provinces of Vietnam. Mobile World also sells laptop, mobile phone accessories, MP3/MP4 devices, and digital cameras in its retail outlets. In late 2010, the company ventured successfully into consumer electronic and household appliance retail under the Dienmay.com brand name. The company operates 9 such stores as of January 2012. Led by a group of dynamic and committed entrepreneurial Vietnamese professionals with extensive industry expertise, Mobile World has experienced significant growth since inception. Driven by the opening of new shops and the realization of economies of scale, the company's net profit is expected to grow again significantly in 2011. Mekong Enterprise Fund II made an investment in the company in May 2007.

View larger map

Products

Mobile World, through the Thegioididong.com brand, 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 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 and accessories. The Company has been offering other portable appliance such as MP3/MP4 players and digital cameras since 2009.

At Dienmay.com, the company offers a broad range of consumer electronics and household appliances, sold in large-format stores. Store design and customer experience are comparable with the Thegioididong.com stores.

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 or www.dienmay.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 websites, which has been a significant tool in creating a strong brand within the market. The websites are currently among the 100 top sites in electronic commerce, ranked by Alexa. Other than functioning as the premier information portal for Vietnamese consumers looking to research mobile phones or consumer electronic products prior to purchase, the websites also allow for placing orders online.

History

Mobile World was founded in March 2004 as a limited liability company. Its flagship Thegioididong.com 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 or www.dienmay.com