Final report topic analyze the education app edumall

Customer service and online course consulting Resource: Developed by student.. Justification of the chosen company Topica is a reputable and experienced educational technology company i

) UNIVERSITY OF ECONOMIC AND FINANCE

ĐẠI HỌC KINH TE TÀI CHÍNH

FINAL REPORT TOPIC: ANALYZE THE EDUCATION APP EDUMALL

Dinh Trong Thuc - 205120575 Nguyen Thi Tuong Vy — 205120696

Minh City - 2023 TABLE OF CONTENTS

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LIST OF DRESSES Figure 1 Edumaill logo (Resource: EdumalÌ) - c1 1112121111222 1112180 tt He 13 Figure 2 Produet of Edumall (Resource: developed by studen†) cà nhe 14 Figure 3 Customer service and online course consulting (Resource: Developed by student) 15 Figure 4 Discount program (Resource: Developed by studenÙ nhe 16 Figure 5 Course reimbursement program (Resource: Developed by student) - 17 Figure 6 Competitive Market Overview (Resource: OCD Management Consuilting) 19 Figure 7 Traffic and engagement of Edumall and other platforms (Resource: Similarweb) 19 Figure 8 Traffic over time by Edumall and other platforms (Resource: Similarweb) 20 Figure 9, Revenue of e-learning platforms in Vietnam continuously grows and leads the e- learning group (2023) (Resource: StafIsfA) ác n HH Hàn TH Hà Hà Ha 21 Figure 10 Vietnam leads in the number of downloads of foreign language teaching apps in Southeast Asia 0ì ár t0) 1088 ~ 22 Figure I1 Product price website (Resourcc: developed by studenÙ) eee 23 Figure 12 Free courses (Resource: developed by studen†) ác nha nhớ 24 Figure 13 Students are studying Edumall's lessons through laptops and phones (Resource:

Edumall]) 0c ccc =Ố .ỲŸÄ45 25

Figure 14 Edumall discount code packages (Resource: EdumalÌ) sc c2 26 Figure 15 Survey of student access to Edumall (Resource: Developed by student) 0 28 Figure 16 Survey on the age of students using Edumall web/app (Resource: Developed by STO LG (<1) 6B 29 Figure 17 Edumall web/app user segment survey (Resource: Developed by student) 30

Figure 18 Survey on why students choose to study online through Edumall (Resource:

IP5)0909<30 đo: 200008 -45 30 Figure 19 E-learning student experience survey through Edumall (Resource: Developed by STO LG (<1) 6B 31 Figure 20 Survey of factors highly appreciated by students when using web/app (Resource: IP5)0909<30 đo: 200008 -45 32 Figure 21 Survey of students using Edumall web/app (Resource: Developed by student) 33 Figure 22 Edumall website interface (Resource: Developed by student) ee 34 Figure 23 Selection of courses (Resource: Developed by student) eee 35 Figure 24, Login with gmail account (Resource: Developed by student) eee 35 Figure 25 Payment method selection(Resource: Developed by student) - 36 Figure 26 Successful payment (Resource: Developed by student) co cào 36 Figure 27 Search bar on the Edumall online training website (Resource: Developed by STO LG (<1) 6B 38 Figure 28 Menu bar menu on the online training website Edumall (Resource: Developed by STO LG (<1) 6B 38

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Figure 29 Featured courses (Resource: Developed by student) is nh He 40 Figure 30 High quality course (Resource: Developed by student) che 40 Figure 31 Catalog of courses on entrepreneurship - entrepreneurship (Resource: Developed

FIigure 32 Course catalog block on Edumall homepage (Resouree: Developed by student) .41 Figure 33 Pape showing purchased course (Resouree: Developed by student) 42 Figure 34, Graphic design course (Resource: Developed by student) eee 42 Figure 35 Edumall course details page (Resource: Developed by student) 44

Table 1 SWOT analysis

LIST OF TABLE

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INTRODUCTION Nowadays, learning and honing skills using just a smartphone or an iPad is no longer as

unfamiliar as it used to be This method not only saves us money but also saves us time because we can learn anywhere, anytime without worrying about being affected by the

environment or surrounding factors

With the emergence of Edumall, users can now study at home, at the office, in the cafe, or

anywhere as long as there is an internet connection Furthermore, you can quickly and conveniently ask questions and exchange information with instructors and other students participating in the course

Edumall.vn is one of the leading online training websites in Vietnam, with diverse courses

from soft skills to professional expertise The website has a simple, intuitive, and user-friendly design, making it easy for learners to search for and register for courses Students can easily choose the course that suits their learning needs at a cost of only 1/5 of the cost of traditional

classes

CHAPTER 1: INTRODUCTION

1 Importance of mobile commerce

Mobile commerce plays a very important role and is increasingly becoming an integral part of

modern economy and society:

Growth potential: Mobile commerce creates an opportunity for economic growth With the growing popularity of mobile phones and internet connectivity, the number of people using mobile devices and the evolution of mobile applications is increasing This opens the door for businesses to reach a large customer base and expand the scope of their business

Convenience and flexibility: Mobile commerce offers convenience and flexibility for

both consumers and businesses Consumers can shop and transact anytime, anywhere

with just a mobile phone For businesses, they can reach consumers quickly and efficiently through mobile applications, enhancing their ability to reach and interact with customers

Expanding markets: Mobile commerce allows businesses to access global markets No longer limited by geography, businesses can reach customers anywhere in the world through mobile apps and websites This broadens the scope of marketing and enhances business opportunities for businesses

Create a better user experience: Mobile commerce provides a better shopping experience for users The mobile apps and websites are designed to optimize the user

experience, including a user-friendly interface, easy checkout, product reviews and

comments, fast shipping, and great customer service better goods This creates customer satisfaction and loyalty

Drive innovation: Mobile commerce drives innovation and technology development Businesses must continue to improve goodwill and develop mobile applications and technologies to meet the increasing needs of users This creates competition and ends the development of the information technology and telecommunications industry

2 The benefits that mobile commerce brings to consumers

Mobile commerce has brought many benefits to consumers:

Advantages: Mobile commerce allows consumers to shop and transact anytime and anywhere No need to go to a physical store, users can access and make purchases

from their mobile phones or tablets This is very convenient for those who have a busy

schedule and do not have time to go to a brick-and-mortar store

Diversified product selection: Mobile commerce expands the shopping space of consumers Consumers can easily search and compare prices, evaluate products and read reviews from different customers before making a purchase This gives consumers more choices and at the same time helps to find products that fit their needs and budget

Save time and effort: Mobile commerce saves time and effort for users No need to go

to the store, wait in line and search for products in the store Just a few taps on a mobile phone, users can search and purchase easily

Promotions and offers: Mobile commerce often has special promotions and offers for users Thanks to mobile apps and shopping websites, users can access exclusive offers, discount codes and rewards programs This helps consumers save money and enjoy the benefits of shopping online

Favorable customer service: Mobile commerce provides favorable customer services Consumers can easily contact suppliers, ask questions, request support or track orders through mobile apps or shopping websites This helps to resolve issues quickly and

enhances user satisfaction

3 Objectives of the research report

Edumall Overview: Gives an overview of Edumall, including its development history,

goals, and core values

Features and Functions: Analysis of the main features and functions of Edumall This

may include course search and registration, user interface, quality of learning content,

and student-faculty interaction and connection

- Learning Content: Assess the quality and variety of learning content available on

Edumall Includes all courses, lectures, reference materials and other resources that

users can access information through the application

- User Experience: Evaluate the user experience when using Edumall, including user interface, ease of use, page load speed, and interactivity

- Feedback and Reviews: Review feedback and reviews from existing Edumall users to gauge the app's satisfaction and effectiveness

- Pros and cons: outlines the advantages and limitations of Edumall, providing a

comprehensive overview of the application This may include the significant value

added by Edumall, as well as limitations or weaknesses that may be encountered by

users

- Reviews and Conclusions: Summarize the information and reviews provided, to give

an overview of Edumall and determine whether the app is worth using academically

4 Justification of the chosen company

Topica is a reputable and experienced educational technology company in the field of online education in Vietnam The company has been in this field for a long time and has built a solid reputation for providing quality educational products and services

Topica and Edumall may represent a segment of the online education sector in Vietnam The

study and analysis of Edumall will provide an overview of the market and trends of online education in Vietnam

5 Description of the chosen company

5.1 Overview of the company

The electronic trading floor www.Edumall.vn is operated and operated by Topica Vietnam Education Technology Co., Ltd

Registrant Name: Topica Vietnam Education Technology Co., Ltd

Trading name: Topica Vietnam Education Technology

Type of operation: One Member Limited Liability Company

Tax code: 0109475876

Address: 6th Floor, Thang Long Metal Building, No 1 Luong Yen, Bach Dang Ward, Hai Ba Trung District, Hanoi City

Legal representative: Duong Huu Quang

License date: December 28, 2020

Topica Vietnam Education Technology Co., Ltd is the leading educational technology company in Vietnam The company was established on December 28, 2020 with the goal of providing advanced technology solutions to improve the quality of education in Vietnam and other countries in the region

Topica Vietnam focuses on the development and exploitation of educational technology platforms and applications The company provides diverse services such as e-learning, online training, and curriculum development, providing online educational content, and building online learning communities

One of the outstanding products of Topica Vietnam is Topica Native - a high-quality online English learning platform In addition, the company has other projects and products such as Edumall - a multidisciplinary e-learning platform, and Topica Uni - an online learning management system for universities and training institutions

Edumall is a famous online education system in Vietnam This system is proud to be the

largest "supermarket" of short-term online courses in Southeast Asia with thousands of courses in all fields, a team of professional and experienced instructors, and a wide network of

students all over the world water

5.2 Logo

Online training website Edumall has used yellow on its brand logo as the main color throughout the web/app Yellow is a warm color symbolizing positive energy, stimulating

students' passions, needs to learn, and awareness, and at the same time increasing students’

focus and attention on the lesson improve students’ reading comprehension and

comprehension skills This color choice adds value to the brand, creating consistency in brand identity

Since its establishment, Edumall has taken many steps to develop and expand its scale

In 2017, Edumall received a $3 million investment from CyberAgent Ventures and ESP

Capital In 2019, Edumall received an additional investment of USD 7 million from SoftBank Ventures Asia and Daiwa PI Partners

5.5 Product - Service

Edumall offers more than 2000 short online courses in 14 different disciplines in all fields such as Marketing, Business, Information Technology, Foreign Languages, Graphic Design and many more Students can learn on the website or the app on mobile devices

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Figure 2 Product of kdumall (Resource: developed by student)

In addition, Edumall has an online course consultation and customer care service

its friendly interface and useful features, Edumall has attracted a lot of users and received

positive feedback from them Edumall also offers many different pricing policies to attract customers from different target groups and regularly has promotions and discounts This helps

customers save costs and have more motivation to learn

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CHAPTER 2: EVALUATION

1 Business Model of Edumall

1.1 General Model

Edumall mostly focuses its business model on selling online courses such as English,

programming, art and music, design, and marketing, Each course will be divided into content different content so that customers can easily choose exactly what they need to learn

In addition, to increase the quality as well as attract more, they have associated with many

influential lecturers, among them Dr Le Tham Duong In order for the courses to be known to more people, Edumall has run ads on many social platforms such as Facebook, Instagram, TikTok, Edumall also continuously creates discount programs to attract people registration:

same price course 199k, discount code G50

- Diversity of Courses: Edumall offers a wide

range of courses in different fields, catering to

a wide range of interests and learning needs

- User-friendly platform: Edumall offers a

user-friendly interface and intuitive

navigation, making it easy for learners to

access and navigate through the courses

- Quality Content: Edumall focuses on

providing high-quality courses created by

reputable instructors, ensuring a valuable

learning experience for users

- Instructor Network: Edumall has a network

of faculty who contribute their expertise and

create engaging and informative courses

- Data-driven insights: Edumall collects and

Weaknesses:

- Market competition: The online education market is highly competitive with many established and new players Edumall needs to differentiate itself to stand out among competitors

- Limited brand recognition: Edumall may face challenges in building brand awareness and asserting itself as a reliable and preferred platform for online learning

- Language limitations: Edumall's courses may be limited to certain languages, potentially excluding learners who prefer courses in other languages

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analyzes user data to better understand

learners’ behaviors, interests, and trends,

allowing for personalized and improved

recommendations continuously

Opportunities:

- Increasing demand for online education: The

growing popularity of online learning creates

opportunities for Edumall to penetrate a

developing market and attract more learners

- Global reach: Edumall can expand its reach

beyond the local market and target

international learners, leveraging the power of

online platforms to access a global audience

- Partnerships and collaborations: Edumall

can explore partnerships with educational

institutions, businesses, or influential

individuals to expand its course offerings and

reach new customer segments

Threats:

- Technological advancements: Rapid technological advancements may require Edumall to constantly adjust and upgrade its platform to maintain competitiveness

- Changing customer preferences: Learners’ interests and expectations may change over time, requiring Edumall to stay up-to- date with the latest trends and meet evolving needs

- Regulatory challenges: Edumall may face challenges related to regulation policies concerning online education and compliance

in different regions or countries

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Figure 6 Competitive Market Overview (Resource: OCD Management Consuilting)

Traffic & Engagement

Total visits «

May 2028 - Jul 2 2023 ©) Worldwide May 2023 - Jul 2023 ©) Worldwide

Domain % # Domain Desktop Mobile

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Figure 7 Traffic and engagement of Edumall and other platforms (Resource: Similarweb)

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566,999 2.837M 21,787 6,065 < 5,000

Figure 8 Traffic over time by Edumall and other platforms (Resource: Similarweb) Data on website traffic by SimilarWeb shows that Edumall's strongest competitor is Unica Unica is an online course supermarket with nearly 500 highly applicable courses taught by more than 400 lecturers members, and leading experts in the country Although released a year after Edumall, unica has a huge amount of traffic and interaction, and Unica has received

a lot of good feedback from students

Unica and Edumall are both online education platforms in Vietnam However, they have the following differences:

- Training objectives: Unica focuses on vocational and soft skills training, while Edumall mainly focuses on academic and professional skills training

- Scope of training: Unica offers short courses and vocational training programs, while Edumall offers long-term courses, including undergraduate and postgraduate courses

- Language of instruction: Unica offers courses in Vietnamese, while Edumall offers courses in multiple languages, including English

- Price: Course prices on Unica and Edumall vary widely and depend on many factors,

but in general Edumall courses will be more expensive than Unica's

1.4 Markets

Vietnam's online education market is predicted to reach a revenue of about $3 billion by 2023, according to a report from Ken Research After two years of Covid-19, online education has

become an inevitable trend, and at the same time, contributes to the rapid completion of digital

education infrastructure, helping Vietnam to move quickly and be relatively ready for digital

transformation in education

In addition, more than 73.2% of Vietnamese people use the Internet and freely access various

forms of digital media Additionally, 95.8% of Internet consumers log in from a mobile

device This has facilitated the development of online learning platforms

Online Education - Revenue Vietnam (million USD (US$))

Figure 9 Revenue of e-learning platforms in Vietnam continuously grows and leads the e-

learning group (2023) (Resource: Statista)

Particularly for online foreign language learning, 35% of Vietnamese people learn through language learning apps with an average of 8-25 minutes per day This creates an opportunity for EdTech companies, especially in the field of language education, to reach a large number

of potential users and design interesting, dynamic lessons that capture the attention of learners

in the classroom long time According to Ms Haina Xiang, the number of monthly active

users on Duolingo in Vietnam increased by 67% from January 2021 to January 2022, and the

number of active users has increased 5 times in the past 3 years

Number of downloads of selected language learning apps in the Asia-Pacific region in

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Figure 10 Vietnam leads in the number of downloads of foreign language teaching apps in

Southeast Asia (Source: Statista)

- Edumall is an online learning app suitable for all audiences, providing courses on soft skills, professional skills, foreign language skills, creative skills, and management skills

- The Edumall app has a user-friendly interface, is easy to use, has a video download function for offline viewing, has a study reminder function, and has a course evaluation and review function

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Figure 12 Free courses (Resource: developed by student)

- Edumall has a variety of prices for courses, from free to paid, and prices range from 99,000

- Edumall is a mobile commerce app, so users can access and study anytime, anywhere, just

need an internet connection or have downloaded videos

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- Indirect channel: App Edumall can cooperate with other partners such as content providers, application developers, and e-retailers to expand the market and reach more customers This is how the Edumall app takes advantage of its partners in terms of resources, experience, and reputation

2.4 Promotion

- Edumall may use a variety of advertising and promotion strategies to introduce its products

to potential customers

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