Saymee network announced its business results for this year, reporting a 70% increase in new subscribers and a 47% rise in monthly subscriber revenue. A company representative stated that this growth is primarily due to a strategic shift from being a conventional telecommunications provider to a brand offering a 'digital lifestyle' for Gen Z.

Saymee interactive booth at the "Anh trai vuot ngan chong gai" concert. Photo: MobiFone

Central to this strategy is the introduction of the Sim Son product. Rather than competing solely on pricing, Saymee differentiated itself by integrating mystical elements, such as numerology, zodiac signs, and the 12 zodiac animals, into the phone number selection process. This product caters to young people's desire for luck, enhanced confidence, and personal identity expression.

A Saymee representative stated, "We recognize that Gen Z tends to believe in elements that can bring positive energy. Sim Son was developed to meet that need, transforming phone numbers into a deeply personalized spiritual support tool." To promote the product, the brand collaborated with director Neko Le, an influential figure among young people.

Beyond its core product, another pillar of Saymee's strategy is its integrated utility ecosystem, accessible via a mobile application. Embracing a gamification approach, the app enables users to earn points through games, which can then be redeemed for shopping and dining vouchers. This method aims to boost user interaction and retention, moving beyond competition based solely on traditional telecom packages.

Activities at "Duong Len Dinh Saymee 2025". Photo: MobiFone

Over the past year, Saymee also expanded its presence in the entertainment sector, partnering with YeaH1 for two reality TV shows: "Anh trai vuot ngan chong gai" and "Chi dep dap gio re song". The company provided sponsorship, ensured network infrastructure at these events, and set up experience zones to engage directly with young audiences.

Additionally, Saymee independently organized the "Duong len dinh Saymee 2025" online knowledge competition. This event attracted 20,198 participants from 1,206 high school and university communities and was supported by direct outreach campaigns at hundreds of schools nationwide.

According to a telecommunications expert, Saymee's strategy signifies a shift in how new network providers approach the market. The expert noted, "Instead of directly confronting major players on pricing, they've targeted the Gen Z niche and built an ecosystem centered on this customer group's lifestyle. Growth data indicates this approach is showing initial effectiveness."

Building on this foundation, a Saymee representative stated that the company's goal for 2026 is to further expand its digital utilities and integrate new technologies to strengthen its position within the young customer segment.