ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH --------------------- HOÀNG HÀ ANH RESEARCHING AND PROPOSING BUSINESS MODEL FOR IOT SERVICE - MONITORING THE POSITION AND THEFT PREVENTION OF MOTORBIKES - SMART MOTOR IN VIETTEL NGHIÊN CỨU VÀ ĐỀ XUẤT MÔ HÌNH KINH DOANH DỊCH VỤ IOT - GIÁM SÁT ĐỊNH VỊ VÀ TRỐNG TRỘM XE MÁY - SMART MOTOR TẠI VIETTEL LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH HÀ NỘI - 2020 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH --------------------- HOÀNG HÀ ANH RESEARCHING AND PROPOSING BUSINESS MODEL FOR IOT SERVICE - MONITORING THE POSITION AND THEFT PREVENTION OF MOTORBIKES - SMART MOTOR IN VIETTEL NGHIÊN CỨU VÀ ĐỀ XUẤT MÔ HÌNH KINH DOANH DỊCH VỤ IOT - GIÁM SÁT ĐỊNH VỊ VÀ TRỐNG TRỘM XE MÁY - SMART MOTOR TẠI VIETTEL Chuyên ngành: Quản trị kinh doanh Mã số: 60 34 01 02 LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH NGƯỜI HƯỚNG DẪN KHOA HỌC: TS. TRẦN HUY PHƯƠNG HÀ NỘI - 2020 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com DECLARATION The author confirms that the research outcome in the thesis is the result of author‘s independent work during study and research period and it is not yet published in other‘s research and article. The other‘s research result and documentation (extraction, table, figure, formula, and other document) used in the thesis are cited properly and the permission (if required) is given. The author is responsible in front of the Thesis Assessment Committee, Hanoi School of Business, and the laws for above-mentioned declaration.
i LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com ACKNOWLEDGEMENT To complete this master's thesis with the best results, besides my own efforts, I have received advices and support from many people: Firstly and foremost, I would like to send my deep thanks to Dr. Tran Huy Phuong, for his dedication and direction to this thesis. At the same time, I would like to thank my colleagues at Viettel Group for helping me with the process of gathering materials, data and sharing practical experiences in the analysis process. In addition, I would like to thank Hanoi School of Business and Management, Hanoi National University for the best learning environment for me to get more knowledge and improve professional skills.
Finally, I would like to express my sincere thanks to my family, friends and teachers for their support and encouragement in my learning, work and life to complete my thesis. ii LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com TABLE OF CONTENTS DECLARATION. ii LIST OF ABBREVIATIONS. v LIST OF TABLES.
vi LIST OF FIGURES. Some basic concepts. Internet of Things. IoT theft preventation definition.
Components of Business Model Canvas. Customer interface pillar. Infrastructure management pillar. Financial aspects pillar.
RESEARCH METHODS AND THESIS DESIGN. Location and time of study. ANALYSIS OF MONITORING POSITIONING AND THEFT PREVENTION SYSTEM FOR MOTORBIKE IN VIETNAM. Overview of Viettel Group.
Brief introduction of Viettel Group. 26 iii LUAN VAN CHAT LUONG download : add luanvanchat@agmail. Viettel‘s objectives and Orientation. Viewpoint and orientation on product.
Overview about IoT Motorcycle Products. Build Canvas Model for IoT Monitoring positioning and theft prevention system for motorbike. Overview about positioning and theft prevention system for motorbike. Canvas Model for IoT Monitoring positioning and theft prevention system for motorbike.
Smart Motor analysis of financial and business performance. Enhance customer proposition. Improve customer segmentation, especially to provincal cities and towns. Promote multi channel product distribution.
Strengthen customer relationship .5 Training a coordinated, cross-functional Team Department which is the most important resource of Smart Motor. Implement retail marketing strategy to attract new customers, develop and expand Smart Motor. Promote Partnership and Cooperation. Define a proper revenue stream.
Establish an adequate cost structure. Improve the quality of IoT Platform of Viettel to improve the quality of Smart Motor. Develop IoT Platform. Improve IoT Connect and infrastructure Technology.
65 iv LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com LIST OF ABBREVIATIONS AEP Application Enablement Platform ARPU Average Revenue Per User BDA Big Data Analytics BI Business Intelligence BML Build – Measure - Learn BSS Bussiness Support Systems CMP Connectivity Management Platform IoE Internet of Energy IoT Internet of things IoV Internet of Vehicles KOLs Key opinion leaders MVP Minimum Viable Product RFID Radio frequency identification RS Revenue Stream SIMs Subscriber Identity Modules VoIP Voice services using IP technology v LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com LIST OF TABLES Table 1.1: Business model canvas elements and descriptions .1: Revenue and profit of Viettel from 2014-2018 .2: Numbers of Motorbike in Vietnam .3: Viettel‘s price policy for Smart Motor .4: Total cost of the package .5: Total cost of solely equipment .6: Total cost of device including charge package .7: Expected profit of device with charge package .8: Expected profit of solely device .9: Expected profit of the package .10: Expected financial performance. 55 vi LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com LIST OF FIGURES Figure 1.1 Business Model Canvas (Osterwalder and Pigneur, 2010) .1: Smart motor Services .2: Smart Motor Operation .3: IoT value chain .4: IoT Vertical Platform .38 vii LUAN VAN CHAT LUONG download : add luanvanchat@agmail. The rationale of the study The stealing of vehicles is a serious social problem for most countries, and Vietnam is also one of the countries with high amount of vehicle theft annually. Due to the infrastructure and roads characteristics, as well as the income level, most Vietnamese people use motorcycles as their main means of transportation.
Therefore, positioning and theft prevention system for motorbike is a total security and fleet management solution for anti-theft. It is the application of Internet of Things (IoT) - a system of connected digital devices, each being indentifiable from the others, within a network that can communicate independently without the need for human interaction. This technology used to determine the location of a motorbike and alert if there is any suspicision of motorbike theft, which becomes increasingly popular among owners of vehicles as they are able to monitor their motorbike continuously. Besides, the demand for positioning and theft prevention system for motorbike is obvious, however, launching a new enterprise—whether it is a tech start-up, a small business, or an initiative within a large telecommunication corporation like Viettel—has always been a hit-or-miss proposition.
According to Zott and Amit (2010) designing a business model is a key activity for all individuals who have a thought about starting up a business. Business model is a starting point for any business to be able to make strategic decisions in the belief that there is an opportunity to create profitable. To succeed, it is important that the business model assume to satisfy potential customers needs. (Teece, 2010) A lot of research has already been done in this field when looking at single companies but business model in the cluster perspective is a relatively unexplored area of research.
(Zott & 1 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Amit, 2010) Therefore we argue that the business model for the cluster is key activity to have the opportunity to jointly find new business and opportunities. The Business Model Canvas (Osterwalder and Pigneur 2010) is a visual framework fordescribing the different elements of how a business works. It illustrates what the business does, for and with whom, the resources it needs to do that and how money flows in and out of the business. Osterwalder‘s and Pigneur‘s model canvas is well spread and used among practitioners and due to the fact that it is very useable and easy to follow when conducting.
In order to have customers at the center of the value creation process and to have customercentric value propositions, in this thesis project, the Business Model Canvas will be used. Understanding the breakthroughs of Business Model Canvas in the context of developing a new product at Viettel - a leading telecommunication corporation in Vietnam, along with practical experience in current position, the author aimed to study more about Business Model Canvas in developing IoT positioning and anti-theft system for motobike. Therefore, the author selected the topic "Build IoT Monitoring Positioning Theft Prevention System for Motorbike after studying Business Model Canvas" as the subject of research for thesis of master. (2010): Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers Paperback Business Model Generation is the first book to lay the groundwork for the Canvas model.
In this book, Osterwalde and Pigneur studied a guideline for visionaries, game changers, and challengers striving to defy outroded business models and design tomorrow's enterprises in order for a business to adapt to harsh new realities and set up business strategy. 2 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Co-created by 470 "Business Model Canvas" practitioners from 45 countries, the book features powerful strategic ideas and tools, and makes them easy to implement in your organization. It explains the most common Business Model pattern as well as innovation techniques used today by leading consultants and companies worldwide, including 3M, Ericsson, Capgemini, Deloitte, and others. However, the book provides an overview of the canvas model and its pillars rather than going into a specific case study from which to build a specific business model for a given product which is based on the conditions of the financial capacity of the business and the characteristics of each market.
(2011) The Lean Startup: How Today's Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses Hardcover In 2011 Eric Ries wrote a book called ―The Lean Startup‖ in which he documented inexorable logical and lean concepts applicable to start-up businesses. The Lean Startup methodology and Business Model Canvas is now considered as a lifebouy for a startup in order to cut up wastes, make up of its resources and build a proper financial plan. Despite making specific recommendations, suggestions and analysis on canvas models, the book does not mention the development of canvas models for specific products in specific markets. (2013) The Four Steps to the Epiphany Blank was the pioneer in the field and the one who introduced the concept customer development describing the process for how entrepreneurs should test and refine business hypotheses through customer conversations.
His book, ―The Four Steps to the Epiphany‖ from 2013, in which he describes the 3 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com process of customer development has become a must read for Silicon Valley entrepreneurs and is highly mentioned in the community. The book highlights the steps of a startup to succeed in launching a new product. However, it is not yet associated with building a specific business model in that process. (2011) The Lean Startup: How Constant Innovation Creates Radically Successful Businesses, Penguin Group, London.
Ries is a former student of Blank and has popularized the concept Lean Startup in his blog and subsequent book ―The Lean Startup‖ from 2008. He has received a lot of attention with this book and it was therefore natural to include him in the framework. The book focuses on the lean start-up model and the lean start-up spirit, as well as its applications in building a business model, however, it is primarily about the theory of start-up models instead of focusing on a certain case. Nathan, F and Paul, A (2011) : Nail It then Scale It: The Entrepreneur's Guide to Creating and Managing Breakthrough Innovation: The lean startup book to help entrepreneurs launch a high- growth business Furr and Ahlstrom has gained a lot of attention in the field recently for their book ―Nail It Then Scale It‖ from 2011.
They provide prescriptive and hands-on tips to the entrepreneur. They are a good complement to Blank and Ries, and they are also respected in the Lean Startup Methodology community.