The secret to Mytel's success in Myanmar

Setting many growth records, rising to the No. 1 position in Myanmar in the context of the pandemic and instability, Mytel has become the largest company of Viettel Group abroad. The direction that helps Mytel succeed in Myanmar is encapsulated in the word: DATA. In 2018, when it first launched 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 fever with the phone-shaking game “Shake The Amazing”. Millions of Myanmar people happily “shake, shake, shake” from morning to night for many days because of this interesting game.

This is also the foundation for the MyID upgrade version to be born, opening a digital era for Myanmar's telecommunications industry with a digital ecosystem with 36 million installers, accounting for 50% of the population of user age. In 2020, when the Covid pandemic spread, the MyID platform helped MyGarawa - the first voice-controlled game in Myanmar, create another big explosion with 4.6 million participants at its peak.

Just one year after its launch, Mytel continued to launch the Mytelpay e-wallet - now reaching 15 million installations. In 2023, Mytel continued to launch the Aung Bar Lay e-lottery service on the occasion of its 5th anniversary with 1.6 million users. The complete digital ecosystem not only helps Mytel understand the customer journey, take better care of customers, but also serves as an effective and economical communication channel, and also as a commercial "floor" for Mytel to provide better and faster services to customers.

Launched in 2018, Mytel is the first and only network operator in Myanmar to provide nationwide 4G coverage - the most modern technology at that time (ignoring 3G). It was a strategic choice (factor A - Advanced technology) for the success of this brand. Today, Mytel is the network operator with the most widespread fiber optic infrastructure, 4G infrastructure covering even areas that have never had Myanmar signal (autonomous regions, border areas mainly use Chinese, Thai and satellite networks). It is the first network operator to successfully test 5G, providing eSim, VoLTE, helping to improve customer experience.

At the same time, Mytel also built two of the largest and most modern Data Centers in Myanmar, along with mCloud cloud computing services, eKYC biometric services, providing comprehensive solutions for businesses. By pioneering in technology, Mytel has built a solid foundation for Myanmar's national digital transformation. Thanks to that, this brand is always the priority choice of customers, especially young customers who love technology as in the independent market survey report of Brand Scape Worldwide.

Trust and honesty are easy to say but hard to do, but Mytel has determined to successfully build the T factor (Trustworthy) to help this brand gain love and a sustainable No. 1 position in Myanmar. While other networks charge in blocks of 20 seconds and 20 seconds, from the beginning, Mytel charged 1 second and 1 second. In addition to charging for each call, this network is also transparent in charging, convenient to look up usage fees anytime, anywhere via MyID... After only the first 10 days, Mytel had 1 million customers - a growth rate that set a world record. In addition to building trust with customers, Mytel also builds trust with people through sincerity and kindness. Mytel's social programs span the country, are large-scale, systematic, and synchronous, not only supporting customers at the right time, but Mytel also elevates social programs into reality TV game shows, helping to create jobs, support tools, and provide career guidance for the poor. Mytel also accompanies poor, studious children to have the opportunity to go to school. From here, trust in Mytel has been increasingly strengthened, overcoming all opposing opinions since the political upheaval.

In addition to charging a 1-second block fee, Mytel also offers voice and SMS rates that are half of those of other network operators in the market in the early days, and data rates are 37% lower. This has helped popularize mobile and data services in Myanmar. Every year, Mytel launches famous campaigns that have driven young people in Myanmar crazy, from Mimi Dance, Together We Fight Covid 19, Momo, Lucky Mimi, Infinity Ou, Lucky 4, Lucky 5... Core values, experiences, and lessons from other markets and competitors are also thoroughly applied by Mytel. This is factor A (Affordable and various - good rates, diverse services), helping Mytel succeed. This network operator develops a widespread distribution channel system, stretching to every corner of the village. In addition, Mytel also has a sales system in a chain of phone stores and individual stores, creating a unique advantage for Mytel.

In particular, Mytel also implemented a Business sim strategy focusing on high-spending corporate customers, and for autonomous regions without coverage, helping people in these areas to use Myanmar's own telecommunications network instead of having to use networks provided by neighboring countries. After 1 year of operation, according to Kantar Media's survey, Mytel has become the most favorite network in Myanmar with a Customer Satisfaction Index of 11, while other networks are from -11 to -15. This 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 comes from a good strategy from the beginning, a great corporate culture inherited and nurtured by previous leaders and a dynamic and creative staff. Since its establishment, there has never been an easy time for Mytel. Despite the complicated political and security situation; Mytel people always maintain their determination, overcome all challenges, find new and breakthrough ways to successfully complete all set goals”. Source: https://baodautu.vn/bi-quyet-giup-mytel-thanh-cong-tai-myanmar-d217342.html