This move is part of the goal to build a digital society where all citizens can access information conveniently, safely and reliably. It also aligns with the national digital transformation strategy approved by the government, which encourages media organisations to publish information on digital platforms, especially domestic ones.
In Vietnam, e-wallets are increasingly chosen by consumers due to their convenience. Among these, MoMo is on track to become a financial super app with an ecosystem of more than 30 million users, connecting with 50,000 partners, over 70 banks and financial institutions, and more than 300,000 payment acceptance points nationwide.
The introduction of the Nhan Dan news portal on the MoMo app brings a fresh experience to e-wallet users. The user base of e-wallet applications is predominantly young, and these potential readers will have the opportunity to access official information sources. Conversely, integrating news into MoMo also helps retain readers/consumers on this fintech platform for longer.
Similarly, including Nhan Dan news in Zalo messages sent to customers under the Long Chau Pharmacy system will create added value for both users and the retailer. Until now, press agencies typically utilised the Zalo messaging platform to distribute news through their official Zalo account mini apps, but the effectiveness has not been particularly high compared to news being sent directly to users’ phones.
This is an entirely new trend, not only in Vietnam but also on the global stage. Therefore, the partnership between a leading press agency and platforms with rich user data could open potential for deeper collaboration.
For instance, press agencies could utilise the rich data from e-wallet users or retail systems to provide news more tailored to individuals, serving the trend of content personalisation that is often mentioned as a top priority for the press in the digital era.
It should also be noted that developing readership is the primary task of every press agency, especially in a context where people want to avoid news and online influencers sometimes attract a larger audience than newspapers.
In a year when Vietnam has many significant anniversaries and is looking towards the 14th National Party Congress, press agencies need even more initiatives to fulfil their political mission, to disseminate official information to a wider audience.
