Union Mobile's subsidiary, Digital Angkor (DA), is developing a mobile messenger called 'AngkorChat.' Union Mobile has ambitious plans to establish 'AngkorChat' as Cambodia's national messenger.

As the importance of messengers rises amid the potential takeover of Naver's Line Messenger, which boasts a high market share in Japan and Southeast Asia, by Japanese entities, a domestic company actively pursuing the messenger business overseas is drawing attention. Union Mobile, a domestic IT company developing 'AngkorChat' through its subsidiary Digital Angkor (DA), has boldly announced its ambition to establish itself as Cambodia's national messenger. Union Mobile plans to evolve 'AngkorChat,' currently in its soft launch phase, into a versatile mobile platform by adding features such as gaming, OTT (over-the-top) services, delivery, and payment functions to its messenger service. In May, DailyGame visited Phnom Penh, Cambodia, to meet Oh Ju-won, the head of Union Mobile's branch, and learn detailed information about the 'AngkorChat' project. Oh Ju-won explained the background of 'AngkorChat's' development: "In Cambodia, due to the lack of advanced development capabilities, most people use foreign apps for messaging. Telegram and WhatsApp are commonly used, but Telegram's monetization has caused inconvenience for users. Additionally, many foreign messengers lack adequate support for the Khmer language. 'AngkorChat' aims to approach Cambodian users with perfect language support," he said.

<Photo 1> Emoticons introduced in 'AngkorChat.' Union Mobile plans to expand into the character business in the future.

Oh Ju-won said, "In terms of service sustainability, I believe 'AngkorChat' has a strong advantage. Global IT companies sometimes block access to their services from Cambodian IPs due to security concerns, which can cause significant inconvenience for users relying on foreign messengers. 'AngkorChat,' which involves the Cambodian government, does not have such concerns," he added.

The name "Angkor" holds significant symbolism in Cambodia. "Angkor," meaning "dynasty" in Khmer, is widely known through "Angkor Wat," a must-visit tourist destination before one dies. Due to its strong symbolism, it is difficult to use the name commercially. Regarding this, Oh Ju-won explained, "We were able to use the name 'Angkor' because we are closely collaborating with the Cambodian government on the 'AngkorChat' project. The name 'Angkor' itself is considered a trustworthy name in Cambodia."

'AngkorChat' is not only familiar by name to Cambodians. It also uses cute characters of animals familiar to Cambodians for marketing purposes. Union Mobile plans to develop a character business similar to 'Kakao Friends' in the future.

However, it is not easy to say that 'AngkorChat' can compete with existing global messenger giants just because of familiar language and characters. If the functional aspects are not supported, many users are likely to continue using the messengers they are accustomed to. Union Mobile aims to compete by adding perfect language support and various services to the basics of a messenger app. Oh Ju-won stated, "In Cambodia, many users do not know English well. Some cannot understand even simple English menus in games and play by memorizing positions. 'AngkorChat' enhances user convenience with perfect Khmer language support and solid basics as a messenger. It supports not only text messages but also voice messages and voice talk functions. The call quality is comparable to competing products. We plan to secure competitiveness by adding various services."

<Photo 2> Oh Ju-won, head of Union Mobile's Cambodia branch. He has been a local expert in Cambodia since settling there in 2000. He plays a significant role in Union Mobile's local business, including the 'AngkorChat' project.

Oh Ju-won describes the "various services" as encompassing everything. They plan to integrate gaming, OTT, food delivery services, banking, and payment services into 'AngkorChat.' It is true that for a new project with a small user base, the scope is worryingly broad. Union Mobile intends to offer these various services within 'AngkorChat' through appropriate partnerships. Oh Ju-won said, "We will handle what we can directly, but we are open to partnerships if there are good partners. We are already in discussions with domestic companies in the gaming and delivery service sectors and considering partnerships with local startups."

He added, "Especially in gaming, I want to introduce good Korean games to Cambodia through 'AngkorChat.' In Cambodia, expenditure on cultural content is relatively high compared to the income level. I believe that with localization efforts and active marketing, there is ample potential. I want to work with good Korean developers."

Despite the potential of Union Mobile's 'AngkorChat,' there is still a long way to go. It has been about a year since the soft launch, yet it remains in the soft launch stage rather than a full release. Oh Ju-won explained, "This is the time to solidify the service. We are focusing on stabilizing the messenger app and developing various features. We are also planning marketing strategies. We are planning to integrate the voting system of Korean audition programs into a local beauty pageant in Cambodia, reflecting a certain percentage of the votes. We have signed an MOU with the beauty pageant organization. Voting will be conducted through our 'AngkorChat.' Considering the high interest in beauty pageants locally, this will greatly help in expanding 'AngkorChat' users."

Overtaking global giants like Telegram and WhatsApp to become Cambodia's national messenger is certainly not an easy task. It may even seem like an impossible mission. It remains to be seen whether Union Mobile's ambitious challenge will bear fruit.

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September 23, 2023

Organized by: Cambodian Government

1. Purpose of the Event

The event was conducted to introduce AngkorChat, the official messenger supported by the Cambodian government. It aimed to explain the philosophy behind its introduction, the installation process, and its strategy as the primary means of communication for the Cambodian citizens. Discussions also encompassed the strategic positioning of AngkorChat as a pivotal channel for the public in the future.

2. Opening Remarks and Speeches

The event was inaugurated with a speech by Senior Minister Om Yentieng, who emphasized the significance of the project to create a national communication channel for Cambodia and expressed pride in collaborating with South Korean ICT companies. Mr. Hee-Seung Lee, the representative from Union Mobile, conveyed his strong belief in the importance of AngkorChat and the bright prospects it holds for Cambodia's new IT ecosystem.

3. Introduction to AngkorChat Service

• Ms. Bopha, an executive from Union Mobile's Cambodian branch, showcased various features and advantages of AngkorChat.

• Attendees were provided an opportunity to install and experience the AngkorChat app firsthand, witnessing its superior qualities.

• A key highlight was its mobile payment system, emphasizing the significance of consolidating Cambodia's mobile payment market.

• For financial stability, Union Mobile partnered with Woori Bank's local entity, emphasizing the scalability and adaptability of the AngkorChat platform.

• The potential for job creation and the provision of new opportunities for the youth through the platform were also discussed.

4. AngkorFriends

• "AngkorFriends" is a new set of characters birthed from AngkorChat, designed based on mythological creatures from Cambodian legends.

• Merchandise featuring these characters was gifted to attendees.

• The Angkor Friends characters represent validated products and businesses and are anticipated to be incorporated across diverse Cambodian industries.

5. Dinner and Ceremonies

• The evening was complemented with a dinner where attendees deliberated on business strategies using AngkorChat and AngkorFriends.

• Relevant Cambodian government agencies presented plans on how they intend to use AngkorChat as their main communication channel.

  
  

  

"I want to be a stepping stone when Korean startups venture abroad. We hope to incorporate excellent services from Korea into our locally developed Cambodian messenger platform 'AngkorChat' for a joint debut."

A comprehensive business agreement related to joint development of educational programs and talent cultivation in collaboration with the University of Cambodia.

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After signing an MOU last May... Official launch planned for early next year.

Final preparations underway for an early next year launch.

■ Overview

• Date & Location: May 15, 2022, Phnom Penh, Cambodia

• Event: Union Mobile and Cambodia's SNCTC established a strategic partnership with an MOU for the launch of a new messenger service, 'AngkorChat'.

■ Attendees

• Union Mobile Korea: CEO Lee Hee-seung, Vice President Cho Hyun-keun, Executive Director Yoon Tae-goo, and others.

• Union Mobile Cambodia: Branch Manager Oh Ju-won and others.

• Cambodia's SNCTC: Chairman Om Yentieng, Vice Chairman Sok Sothea, and over 20 key officials.

■ MOU Signing Ceremony & Key Remarks

• Vice Chairman Sok Sothea expressed his excitement for the launch of "AngkorChat", a messenger service fortified with safe technology for Cambodians. He also mentioned the delightful collaboration with Union Mobile.

• CEO Lee Hee-seung conveyed his anticipation for the mobile service launch in partnership with Cambodia. Noting the significance of the day being 'Teacher's Day' in Korea, he felt the day had additional importance.

• Both parties exchanged signed MOUs, followed by the exchange of commemorative gifts and a photo session to wrap up the main ceremony.

■ Post-Ceremony Event & Expectations

• During the post-ceremony event, SNCTC's key officials shared their aspirations for the success of 'AngkorChat' and continued collaboration with Union Mobile.

• The event, which commenced at 5 PM, concluded at 9 PM. Korean and Cambodian delegates celebrated the two-year-long project preparations and expressed confidence and wishes for the success of the upcoming project.

Union Mobile Cambodia, a subsidiary of South Korea's Union Mobile, and the University of Cambodia successfully conducted a business agreement ceremony on August 16, 2021, for the supply of remote lecture platforms and systems.

Union Mobile commits to providing an advanced remote learning system tailored for the students of the University of Cambodia. The agreement includes the initiation of job training programs led by a cadre of expert instructors from South Korea. This initiative is expected to broaden its scope beyond students to the general public, substantially contributing to the creation of new employment opportunities within Cambodia.

Moreover, there is a keen anticipation that numerous universities in South Korea will participate in this educational venture. This involvement is expected to significantly contribute to the development of Cambodia through the export of South Korea's advanced remote education programs.

Additionally, Union Mobile has taken a step further by agreeing to co-supply a high-speed wireless internet network within the University of Cambodia. This technological advancement will enable students to access remote lectures and essential resources from anywhere on campus via mobile devices, thereby fostering an environment conducive to flexible and efficient learning.

This partnership marks a significant milestone in the field of educational technology and cross-border collaboration, setting a precedent for future educational innovations and international cooperation.