The secret to Mytel's success in Myanmar.

Setting numerous growth records and rising to the number one position in Myanmar amidst the pandemic and instability, Mytel has become Viettel Group's largest overseas company. The strategy behind Mytel's success in Myanmar can be summed up in one word: DATA. In 2018, upon launching its service, Mytel identified digitalization and new services (factor D: Digital and new services) as its strategic direction for development. The newly established network created a huge sensation with its "Shake The Amazing" phone-shaking game. Millions of people in Myanmar happily shook their phones from morning till night for days because of this fun game.

This also served as the foundation for the upgraded version of MyID, ushering in a digital era for Myanmar's telecommunications industry with a digital ecosystem boasting 36 million users, representing 50% of the population in the eligible age group. In 2020, as the Covid-19 pandemic spread, the MyID platform helped MyGarawa – the first voice-controlled game to appear in Myanmar – create another huge sensation with 4.6 million participants at its peak.

Just one year after its launch, Mytel continued to release the Mytelpay e-wallet – which has now reached 15 million installations. In 2023, Mytel further launched the Aung Bar Lay electronic lottery service to celebrate its 5th anniversary, with 1.6 million users. This complete digital ecosystem helps Mytel understand the customer journey, better care for and retain customers, serves as an effective and cost-efficient communication channel, and also acts as a commercial platform for Mytel to provide better and faster services to customers.

Launched in 2018, Mytel was the first and only mobile network operator in Myanmar to offer nationwide 4G coverage – the most advanced technology at the time (skipping 3G). This was a strategic choice (factor A - Advanced technology) for the brand's success. Today, Mytel boasts the most extensive fiber optic infrastructure, with 4G coverage extending even to areas previously untouched by Myanmar's network (autonomous and border regions primarily using Chinese, Thai, and satellite networks). It was also the first to successfully test 5G, offering eSIM and VoLTE, enhancing the customer experience.

Simultaneously, Mytel has built two of Myanmar's largest and most modern data centers, along with cloud computing services like mCloud and eKYC biometric services, providing comprehensive solutions for businesses. By pioneering in technology, Mytel has built a solid foundation for Myanmar's national digital transformation. As a result, the brand is consistently a preferred choice for customers, especially young, tech-savvy consumers, as shown in an independent market survey by Brand Scape Worldwide.

Trust and honesty are easier said than done, but Mytel was determined to successfully build the "T" (Trustworthy) factor, helping the brand gain enduring popularity and a leading position in Myanmar. While other carriers charge in 20-second blocks, Mytel charged 1 second at a time from the start. Besides charging per call, the carrier also offers transparent billing and convenient access to usage information anytime, anywhere via MyID… In just the first 10 days, Mytel had 1 million customers – a world- record growth rate. Beyond building trust with customers, Mytel also built trust with the local people through sincerity and kindness. Mytel's social programs span the entire country, are large-scale, well-organized, and synchronized. Not only do they support customers at the right time, but Mytel also elevates these social programs into reality TV game shows, helping to create jobs, provide tools and support, and guide the poor in their career choices. Mytel also supports underprivileged but studious children, giving them the opportunity to attend school. From this, trust in Mytel is further strengthened, overcoming all the negative opinions following the political upheaval.

Besides its one-second billing system, Mytel initially offered voice and SMS rates at half the price of other carriers, and data rates 37% lower. This contributed to the explosive growth of mobile and data services in Myanmar. Every year, Mytel launched massive campaigns that captivated young people in Myanmar, including Mimi Dance, Together We Fight Covid-19, Momo, Lucky Mimi, Infinity Ou, Lucky 4, Lucky 5, and more. Mytel thoroughly applied its core values, experiences, and lessons learned from other markets and competitors. This is the A factor (Affordable and diverse – good pricing, diverse services) that contributed to Mytel's success. The network developed a widespread distribution network, reaching even the most remote villages. Furthermore, Mytel's sales network, including a chain of phone stores and individual retail outlets, gave it a unique competitive advantage.

In particular, Mytel has implemented a Business SIM strategy focusing on high-spending business customers and autonomous regions without coverage, allowing people in these areas to use Myanmar's own telecommunications network instead of those provided by neighboring countries. After one year of operation, according to a survey by Kantar Media, Mytel has become the most popular mobile network in Myanmar with a Customer Satisfaction Index of 11, while other networks range from -11 to -15. It is also a young, dynamic network with many unique and attractive promotions at the most suitable prices. Mr. Nguyen Tien Dung, General Director of Mytel, shared: “Mytel's success stems from a sound strategy from the beginning, an excellent corporate culture inherited and nurtured by previous leaders, and a dynamic and creative workforce. Since its establishment, Mytel has never had an easy time. Despite complex political and security circumstances, Mytel employees have always maintained their determination, overcome all challenges, and found new and groundbreaking ways to successfully achieve all set goals.” Source: https://baodautu.vn/bi-quyet-giup-mytel-thanh-cong-tai-myanmar-d217342.html