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VIETNAM	
DIGITAL	LANDSCAPE	Q3/2015	
	
BY	MOORE	CORPORATION
TABLE	OF	CONTENT	
3	
4	-	9	
10	-	16	
23	-	31	
32	-	36	
VIETNAM	IN	A	GLOBAL	CONTEXT	
VIETNAM	DIGITAL	MARKET	OVERVIEW	
VIETNAM	INTERNET	USER	BEHAVIOR	
VIETNAM	MOBILE		
VIETNAM	SOCIAL	NETWORK	
VIETNAM	E-COMMERCE	37	-	44	
17	-	22	 VIETNAM	ONLINE	VIDEO
VIETNAM	IN	GLOBAL	CONTEXT	01	
3	
In	Asia:	
Internet	Users:	7th							
Digital	Access	Index:	0.31	
Smartphone	Users:	15th	
	
In	the	world:	
Population:	14th	
GDP	Growth	Rate:	2nd	
Internet	Penetration	Rate:	48%
4	
02	 VIETNAM	DIGITAL	MARKET	
OVERVIEW
5	
INTERNET	USERS	
0.3%	
4.0%	
13.0%	
17.6%	
21.0%	
24.5%	
26.5%	
30.8%	
34.8%	
39.3%	40.2%	
43.8%	
47.8%	
0%	
10%	
20%	
30%	
40%	
50%	
60%	
2000	 2004	 2005	 2006	 2007	 2008	 2009	 2010	 2011	 2012	 2013	 2014	 2015	
With	significant	growth	over	years,	in	2015	Internet	Users	account	for	48%	Vietnam	Total	Population	
PERCENTAGE	OF	INTERNET	USER	OVER	POPULATION	
Source:	Accumulated	by	Moore,	2015	
Base:	Total	Population
Besides	the	sharp	increasing	of	Internet	User,	Mobile	3G	remarked	with	meaning	
growth	in	2015	compared	with	2005.	Mobile	now	has	more	power	than	ever.	
6	
CHANGES	FROM	2005	TO	2015	
82.4	
12.9	
0	
92.0	
43.9	
29.3	
0	
10	
20	
30	
40	
50	
60	
70	
80	
90	
100	
POPULATION	 INTERNET	USERS	 MOBILE	3G	
Millions	 VIETNAM	CHANGES	FROM	2005	TO	2015	
2005	
2015	
Source:	Accumulated	by	Moore,	2015
4%	 5%	
36%	
44%	
93%	
8%	
12%	
55%	
46%	
93%	
0%	
10%	
20%	
30%	
40%	
50%	
60%	
70%	
80%	
90%	
100%	
Internet	TV	 Tablet	 Smartphone	 Computer	 Mobile	Phone	
“Moving	screen”	such	as	Smartphone	and	Tablet	prove	the	highlight	expansion	from	year	to	year,	
in	which	remarkably	change	people’s	behavior	in	Media	consumption.	
Source:	Google,	2015	
Base:	Total	Population	
7	
2014	 2015	
52%	
140%	
100%	
DEVICE	PEOPLE	USE	
DEVICE USED IN 2014 AND 2015
5.5	
5.1	
6.3	
5.2	 5.2	
3.9	
4.7	
4.1	
3.7	
3.3	 3.2	
2.7	 2.6	
2.3	
0	
1	
2	
3	
4	
5	
6	
7	
Thailand	 Malaysia	 Philippines	 Indonesia	 Vietnam	 China	 Singapore	
PC	-	TSOI	 Mobile	-	TSOI	
8	
TIME	SPENDING	ON	INTERNET	(TSOI)	
Source:		GlobalWebIndex,	Q4.2014	
At	average,	Vietnam	Internet	User	spends	about	5.2h	on	PC	and	2.7h	on	Mobile
ESTIMATION VIETNAM ONLINE ADVERTISING REVENUES IN 2014
70%	total	online	advertising	revenue	in	Vietnam	belongs	to	Google	and	Facebook	
42%	
27%	
11%	
8%	
5%	
3%	 4%	
Facebook
Google
Admicro
FPT
24H
VNG
Other
Source:	Moore	Estimation	2014	
9	
ADVERTISING	REVENUE
10	
03	 VIETNAM		
INTERNET	USERS	BEHAVIOR
ONLINE	ACTIVITIES	
ONLINE	ACTIVITIES	OF	18-24	YEAR	OLD	USERS	
Young	People	(18	–	24)	spend	most	of	time	on	connecting,	entertaining	or	learning	something	new.		
Moreover,	they	join	in	online	activities	mainly	by	their	smartphone.	
Source:	Google,	2015	
Base:	Vietnam	Internet	User	
11	
50%	
48%	
46%	
41%	
27%	
25%	
16%	
3%	
76%	
68%	
69%	
60%	
46%	
28%	
31%	
8%	
0%	 10%	 20%	 30%	 40%	 50%	 60%	 70%	 80%	
Social	networks	
Online	videos	
Search	engines	
Listen	to	music	
Online	games	
Check	email	
Look	for	product	information	
Purchase	products	
Smartphone	 Computer
48%	
47%	
46%	
36%	
30%	
23%	
22%	
2%	
72%	
65%	
63%	
46%	
32%	
26%	
31%	
7%	
0%	 10%	 20%	 30%	 40%	 50%	 60%	 70%	 80%	
Social	networks	
Search	engines	
Online	videos	
Listen	to	music	
Check	email	
Look	for	product	informaNon	
Online	games	
Purchase	products	
Smartphone	 Computer	
ONLINE	ACTIVITIES	OF	25-34	YEAR	OLD	USERS	
Social	Network	still	be	the	main	platform	Internet	User	jump	in	besides	Search	and	Online	Video.	
Smartphone	seems	being	their	“must	have	screen”		
Source:	Google,	2015	
Base:	Vietnam	Internet	User	
12	
ONLINE	ACTIVITIES
ONLINE	ACTIVITIES	OF	35-44	YEAR	OLD	USERS	
Source:	Google,	2015	
Base:	Vietnam	Internet	User	
13	
51%	
50%	
46%	
35%	
24%	
18%	
16%	
3%	
59%	
50%	
54%	
38%	
20%	
21%	
18%	
4%	
0%	 10%	 20%	 30%	 40%	 50%	 60%	 70%	
Search	engines	
Social	networks	
Online	videos	
Listen	to	music	
Check	email	
Look	for	product	information	
Online	games	
Purchase	products	
Smartphone	 Computer	
ONLINE	ACTIVITIES	
Internet	User	at	35-44	years	old	spend	online	time	the	most	on	Search	Engines,	besides	Social	
Network	and	Online	Video,	especially	via	their	smartphone.
ONLINE	ACTIVITIES	OF	45-54	YEAR	OLD	USERS	
Source:	Google,	2015	
Base:	Vietnam	Internet	User	
14	
35%	
33%	
23%	
19%	
12%	
11%	
8%	
3%	
29%	
34%	
37%	
28%	
16%	
7%	
12%	
4%	
0%	 5%	 10%	 15%	 20%	 25%	 30%	 35%	 40%	
Search	engines	
Online	videos	
Social	networks	
Listen	to	music	
Look	for	product	informaNon	
Check	email	
Online	games	
Puchase	products	
Smartphone	 Computer	
ONLINE	ACTIVITIES	
Among	digital	late	adopter	generation	(45	–	54),	they	use	computer	to	access	to	the	Internet	
more	often	than	smartphone.	But	smartphone	still	be	the	main	device	in	some	activities,	
especially	Visiting	Social	Network
MEDIA	ACTIVITIES	
DEVICE	ACCESS	BY	TIME	OF	DAY	
0%
5%
10%
15%
20%
25%
30%
35%
40%
Before 9am 9am - Before
12pm
12pm - Before
2pm
2pm - Before
4pm
4pm - Before
6pm
6pm - Before
8pm
8pm - Before
10pm
10pm Onwards
Desktop Laptop/Notebook Mobile Phone Tablet
“Prime	Time”	for	advertising	is	8PM-10PM	-	the	peak	time	for	using	Laptop	and	Mobile	Phone	
Source:	Nielsen,	2014	
15
ONLINE	ACTIVITIES	BY	TIME	OF	DAY	
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Before 9am 9am - Before
12pm
12pm - Before
2pm
2pm - Before
4pm
4pm - Before
6pm
6pm - Before
8pm
8pm - Before
10pm
10pm Onwards
Social Media Online News Online Video (+ Internet TV) Online Shopping
Source:	Nielsen,	2014	
16	
MEDIA	ACTIVITIES	
“Prime	Time”	for	advertising	is	8PM-10PM	-	the	peak	time	for	jumping	in	Social	Media,	Online	Video,	
even	Online	Shopping
17	
03	 VIETNAM	ONLINE	VIDEO
ONLINE	VIDEO	ACTIVITIES	
POPULAR	SOURCE	OF	ONLINE	VIDEO	(IN	PAST	12	MONTHS)	
(Not	include	on	Facebook)	
18	
4%	
5%	
18%	
24%	
37%	
38%	
40%	
60%	
90%	
0%	 20%	 40%	 60%	 80%	 100%	
nhaccuatui.com	
vnexpress.net	
soha.vn	
vietnamnet.vn	
clip.vn	
kenh14.vn	
dantri.com.vn	
24h.com.vn	
YouTube	
Source: Nielsen, 2014
Base:	Vietnam	Internet		User	who	watched	online	video	
In	2015,	dantri,	kenh14	and	clip.vn	dominated	as	main	platform	besides	Youtube	
	in	which	people	consume	Online	Video
ONLINE	VIDEO	ACTIVITIES	
FREQUENCY	OF	ONLINE	VIDEO	WATHCHED		
19	Source:	Google,	2015.		
Base:	Vietnam	Internet		User	who	watched	online	video	
3%	
8%	
10%	
36%	
42%	
0%	 5%	 10%	 15%	 20%	 25%	 30%	 35%	 40%	 45%	
Less	than	once	a	month	
Never	
Monthly	
Weekly	
Daily	
Internet	User	behavior	is	now	changing	sharply.	
	They	usually	watch	online	video	instead	of		TV		more	than	ever	before
ONLINE	VIDEO	ACTIVITIES	
FREQUENCY	OF	ONLINE	VIDEO	WATHCHED	IN	DETAIL		
20	
Source:	Nielsen,	2014	
27	
38	
17	
12	
0	
4	
60	
26	
9	
4	 2	 1	
0	
10	
20	
30	
40	
50	
60	
70	
Daily	 Weekly	 Monthly	 In	past	12	
month	
Not	in	past	
12	month	
Never	done	
Downloading	Video	 Streaming	Video	
Streaming	Video	tend	to	be	dominated	than	Downloading	Video
ONLINE	VIDEO	ACTIVITIES	
ONLINE	VIDEO	WATCHED’S	MOTIVATION	
21	Source:	Nielsen,	2014	
Base:	Vietnam	Internet		User	who	watched	online	video	
19%	
22%	
26%	
46%	
65%	
67%	
0%	 10%	 20%	 30%	 40%	 50%	 60%	 70%	 80%	
To	find	out	something	new	
To	feel	connected	with	people	
To	stay	up	to	date	
To	learn	something	new	
To	be	entertained/inspired	
To	relax/escape
ONLINE	VIDEO	ACTIVITIES	
ONLINE	VIDEO	WATCHED	DURING	DAYTIME	
22	Source:	Nielsen,	2014	
Base:	Vietnam	Internet		User	who	watched	online	video	
15%	
12%	 14%	
43%	
8%	
5%	
11%	
62%	
0%	
10%	
20%	
30%	
40%	
50%	
60%	
70%	
In	the	morning	 During	lunchtime	 In	the	afternoon	 In	the	evening	
Weekday	 Weekend	
Almost	Internet	Users	(62%)	watch	online	video	in	the	evening
23	
05 VIETNAM MOBILE
15.7
19.7
27.5
29.3
11.9%
15.9%
19.8%
21.4%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
-
5.0
10.0
15.0
20.0
25.0
30.0
35.0
2012 2013 2014 2015
VIETNAM 3G SUBSCRIPTION
Số thuê bao 3G 3G trên tổng thuê bao di động
3G	SUBSCRIPTION	
Millions	
3G	Subscriptions		 %	3G	Subscriptions	over	total	subscriptions		
24	
Source:	Accumulated	by	Moore,	2015
VIETNAM SMARTPHONE MARKET
25	
Source: Nielsen, 2014
57%	
43%	
Smartphone	 Feature	Phone	
SMARTPHONE & FEATURE PHONE
64%	
19%	
9%	
3%	 2%	
Android	
IOS	
Window	8	
Window	7	
Other	
SMARTPHONE OPERATION SYSTEM
Within	smartphone	operation	system,	Android	is	surpassing.	IOS	takes	in	2nd.
SMARTPHONE USER DEMOGRAPHIC
Source:		Nielsen,	2014;	VSERV,	2013	
76%	
70%	
57%	
34%	
19%	
0%	 20%	 40%	 60%	 80%	
Under	25	
25	-	34	
35	-	44	
45	-	54	
55	and	over	
SMARTPHONE USERS BY AGE
26	
52%
48% MALE
FEMALE
SMARTPHONE USERS BY GENDER
Vietnam	Smartphone	User	is	dominated	by	early	digital	adopter	generation	(	<	35	years	old)
6%	
13%	
23%	
23%	
28%	
43%	
54%	
56%	
59%	
0%	 10%	 20%	 30%	 40%	 50%	 60%	 70%	
Purchase	Products/services	
Maps	and	Directions	
Product	Information	Searching	
Check	Email	
Play	Game	
Listen	to	Music	
Watch	Online	Video	
Use	Search	Engine	
Visit	Social	Network	
SMARTPHONE USER ACTIVITIES
ONLINE ACTIVITIES WHICH PEOPLE DO ON THEIR SMARTPHONE
(at least weekly)
Source:	Google,	2015	
Base:	Internet	User	who	have	smartphone	
27
28	
SMARTPHONE USER ACTIVITIES
	
44%	
Of	simultaneous	use	is	looking	at	
RELATED	content	
	
	
	
56%	
Of	simultaneous	use	is	looking	at	
UNREATED	content	
	
	
Source: Millward Brown, 2014
While	watching	TV,	people	still	use	their	“second	screen”	to		
browse	for	both	related	and	unrelated	content
29	
MOBILE’S	SHARE	OF	WEB	TRAFFIC	
Source:		GlobalWebIndex,	2014	
50%	
36%	 35%	 34%	
21%	 21%	 20%	
0%	
10%	
20%	
30%	
40%	
50%	
60%	
Indonesia	 Thailand	 Malaysia	 Singapore	 Philippines	 China	 Vietnam	
Mobile's	share	of	website	traffic
VIETNAM	OTT	OVERVIEW	
30	
32	
29	
23	
12	
4.5	
0	
5	
10	
15	
20	
25	
30	
35	
Zalo	 FB	Messenger	 Viber	 Line	 WhatApps	
Number	of	OTT	users	in	Vietnam	
Source:		According	to	OTT	Vendors,	Moore	Estimation,	2015	
Zalo	in	Q3/2015	surpasses	Facebook	Messenger	in	number	of	User
VIETNAM	TOP	OTT	PLATFORMS	
31	
8%	
71%	
20%	
1%	
Zalo	by	Age	
-18	
18	-	34	
35	-	54	
55+	
50%	
33%	
17%	
Line	by	Age	
16	-	22	
23	-	27	
Others	
Source:		According	to	OTT	Vendors,	2015
32	
06 VIETNAM SOCIAL NETWORK
Go	Mobile		
&	
Always	On
FACEBOOK	USERS	
NUMBER	OF	FACEBOOK	ACTIVE	USERS		
33	
18.85	
23.16	
32	
0	
10	
20	
30	
40	
2013	 2014	 2015	
Millions	
14.7	
19.7	
29	
0	
10	
20	
30	
40	
2013	 2014	 2015	
Millions	
NUMBER	OF	FACEBOOK	ACTIVE	USERS		
ON	MOBILE	
From	2013	to	2015,	number	of	Facebook	Active	User	increased	average	23%.		
Especially,	the	number	of	User	Active	on	Mobile	growth	significantly	as	36%.		
It’s	time	to	go	mobile.	
+	40%	
+	30%	
Source:		Facebook,	2015
13	-	17	
19%	
18	-	24	
39%	
25	-	34	
30%	
35	-	44	
8%	
45	-	65	
4%	
FACEBOOK	USERS	BY	GENDER	
34	
FACEBOOK	USERS	DEMOGRAPHIC	
Male	
46%	
Female	
54%	
FACEBOOK	USERS	BY	AGE	
Facebook	User	is	dominated	by	Female	and	people	who	are	18	–	34	years	olds	
Source:		Facebook,	2015
FACEBOOK	AS	A	DISCOVERY	TOOLS	
35	
Facebook	is	where	people	turn	to	learn	new	information	
FACEBOOK	USERS	ACTIVITIES	
52%	
55%	
56%	
58%	
First	hear	about	a	new	product,	
brand	or	service	
First	hear	about	a	new	movie,	
album,	book,	festival	or	show	
First	hear	about	new	game	
First	hear	breaking	news	
Source:		Facebook,	2015
36	
FACEBOOK	USERS	ACTIVITIES	
Source:		Facebook,	2015	
Facebook	is	used	much	more	often	than	TV
13-17	
20%	
18-24	
54%	
25-34	
18%	
35-44	
5%	
45-65	
3%	
37	
A	LOOK	AT	INSTAGRAM	
Source:		Facebook		and	Moore	Estimation,	2015	
Instagram	seems	being	a	platform	for	Female	and	Internet	User	at	18-24	years	old	
Male	
35%	
Female	
65%	
750,000		
Users
38	
A	LOOK	AT	INSTAGRAM	
Source:		Instagram,	2015	
Image	Ads	 Video	Ads	 Carousel	Ads
39	
07	 VIETNAM	E-COMMERCE
REVENUE	
VIETNAM	B2C	E-COMMERCE	REVENUE	2012	-	2014	
40	
0.7	
2.2	
2.97	
0	
0.5	
1	
1.5	
2	
2.5	
3	
3.5	
2012	 2013	 2014	
Billions	USD	
In	2014,	revenue	on	each	user	is		145	USD/year	and	is	expected	increase	in	2015	
Source:		Vecita,	2015
ONLINE ITEMS PURCHASED
41	
81
19
No Yes
Past 3 months online
purchase (including CoD):
85%
Clothing
27% 9% 9%
Fashion
accessories
Home
appliances
Personal
grooming/ cosmetics
products
6%
Food /
online delivery
4% 2% 2%
Voucher at
restaurant / cafe
Personal
devices
Others
Online items purchased
Source:		TNS,	2015	
Clothing	and	Fashion	Accessories	is	purchased	online	the	most
HOW	PEOPLE	HEAR	ABOUT	THE	
PRODUCT	THAT	THEY	PURCHASED	
ONLINE	CUSTOMER	BUYING	PROCESS	
Source:	Google,	2015.	Base:	Vietnam	Internet	User	who	purchased	online	
42	
40%	
25%	
13%	 12%	
8%	
0%	
5%	
10%	
15%	
20%	
25%	
30%	
35%	
40%	
45%	
2%	
5%	
6%	
6%	
12%	
24%	
43%	
Email	
Others	
Magazine/
Poster	
Instore	ads	
Tivi	
Online	
HOW	DID	PEOPLE	FIRST	HEAR	ABOUT	THE	
PRODUCT	/	OFFER	FROM	ADVERTISING?
THE	ONLINE	SOURCES	PEOPLE	USE	TO	MAKE	PURCHASING	DECISIONS	
Source:	Google,	2015.	Base:	Buyers	who	use	Internet	
43	
6%	
9%	
11%	
11%	
12%	
17%	
26%	
27%	
36%	
71%	
0%	 10%	 20%	 30%	 40%	 50%	 60%	 70%	 80%	
Email	
Brand	pages	on	social	networks	site	
Price	comparison	website	
Online	magazines/	news	sites	
Advice	sites/	review	sites/	forums/	blogs	
Online	videos	sites	
Social	networks	
On	retailer	website	
On	brand	website	
Search	Engines	
PURCHASE	ACTIVITIES	
People	those	days	have	more	power	and	more	information	than	ever.	
They	always	proactive	in	finding	product/service	information	before	making	decision
Source:	Google,	2015.	Base:	Buyers	who	use	Internet	
PRE-PURCHASE	ACTIVITIES	
INTERNET	HELPS	PEOPLE	TO	MAKE	PURCHASING	DECISIONS	BY	
44	
15%	
19%	
21%	
23%	
30%	
29%	
39%	
39%	
61%	
0%	 10%	 20%	 30%	 40%	 50%	 60%	 70%	
Made	contact/	requested	contact	(with	
Watched	relevant	videos	online	
Got	ideas/	inspiration	online	
Looked	for	/redeemed	relevant	offtens/	
Checked	where	to	buy/	product	availability	
Got	store	locations/	directions	online	
Discovered	relevant	brands	online	
Looked	for	opinions/	reviews/	advice	online	
Compared	products/prives/	features	online	
People	those	days	have	more	power	and	more	information	than	ever.	
They	always	proactive	in	finding	product/service	information	before	making	decision
WHAT	DID	PEOPLE	DO	ONLINE	AFTER	COMPLETING	THEIR	PURCHASE?	
Source:	Google,	2015.	Base:	Buyers	who	use	Internet	
45	
0%	
5%	
10%	
15%	
20%	
25%	
30%	
Shared	purchase	experience	
on	social	networks	
Posted	reviews/ratings	 Looked	for	help	on	setup/
usage	
PRE-PURCHASE	ACTIVITIES	
They’re	also	ready	for	sharing	their	experience	on	Social	network
Source:	Accumulated	by	Moore.	2015	
46	
“18%	purchase	online.”	
“21%	use	the	Internet	to	get	
ideas”	
“39%	discovered	relevant	
brands.”	
“48%	research	hours	before	
purchase.”	
“18%	looked	for	help	on	set-
up/usage	online.”	
15%	posted	
reviews/rating	
“61%	compared	choice	
online.”	
“39%	sought	advice	online.”	
“53%	prepared	for	offline	
purchase.”	
28%	shared	
experiences	on	
social	network	
Evaluation	
Purchase	
Enjoy	&	
Advocate	
Consideration	
Trig
ger	
INTERNET	ROLE		
IN	ONLINE	CUSTOMER	BUYING	PROCESS	
Never	than	before	Internet	prove	its	significant	role	in	customer	buying	journey
REFFERENCE	SOURCES	
•  Meet	the	new	media	consumer	in	Vietnam	2014,	Nielsen	Vietnam,	2014	
•  Marketing	in	a	multiscreen	world	–	Vietnam	report,	MillwardBrown,	2014	
•  The	mobile	internet	consumer	Vietnam	2013,	VSERV.mobi,	2013	
•  Consumer	Barometer,	Google,	2015	
•  Digital,	Social	&	Mobile,	WeAreSocial,	2013	-		2015	
•  General	Statistics	Office	of	Vietnam,	2011	-		2015 	
•  Internet World	Stats, 2015	
•  Emarketer,	2015	
•  IDG,	2015	
•  Global	Web	Index,	2015	
•  Meet	the	new	media	customer,	Nielsen	2014	
•  Others	
47
48	
ABOUT	MOORE	CORPORATION	
Moore	Corporation	–	a	member	of	IREP	(the	largest	SEM	Agency	in	Japan),	is	a	Digital	Agency	
focus	on	Performance	Based	Adverting	in	Vietnam	
	
With	knowledge	and	experience,	Moore	Corp	consults	and	implements	Digital	marketing	campaign		
by	using	technology	and	industry	knowledge	to	maximize	the	effectiveness	of	advertisement	campaign	
with	the	motto:	"Strategic	solution,	Effective	concentration”	
	
To	follow	Moore	mission	for	enriching	community's	value,	from	2014,	Moore	Corp	is	the	sole	Agency	
process	Series	of	Digital	Activities	Report	and	Vietnam	Digital	Landscape	which	is	free	published	and	
shared	for	Clients,	Partner	and	Digital	Community	
	
Find	more	about	us	and	our	work	at:	www.moore.vn
NGUYEN XUAN DONG
Vice Managing Director
098 999 5145
dongnx@moore.vn
Moore Online Solution and Development Corporation
Head Office: 7th Floor, No.1 Hoang Dao Thuy St., Thanh Xuan Dist., Ha Noi
HCMC Branch: 6th Floor, No. 454 Nguyen Thi Minh Khai St., Ward 5, Dist. 3, Ho Chi Minh
Website: www.moore.vn | www.adbrand.net | www.adlite.net | www.doublelink.net |
49	
CONTACT

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