CellphoneS
CellphoneS is a privately held Vietnamese omnichannel technology retailer operating 176 stores nationwide plus e-commerce and mobile apps, selling consumer electronics (smartphones, laptops, home appliances) and ancillary services (trade-in, 0% installments, after-sales warranty) to individual consumers, students, gamers, and corporate B2B buyers.
- Company typePrivate
- Founded2013
- HeadquartersHo Chi Minh City, Vietnam
- Headcount501–1,000
- GTM typeB2C
- OfferingServices
What CellphoneS does
CellphoneS is a privately held Vietnamese technology retail chain operating 176 physical stores nationwide alongside a full e-commerce platform (cellphones.com.vn) and native iOS/Android mobile applications. Founded in 2013 and headquartered at 350-352 Vo Van Kiet, District 1, Ho Chi Minh City, the company sells a comprehensive portfolio of consumer electronics including smartphones, laptops, tablets, smartwatches, audio equipment, cameras, TVs, home appliances, desktop PCs, monitors, printers, and accessories. It also operates used and certified pre-owned device sales, a VAT refund service for international tourists, and an online PC build configuration tool for custom gaming and workstation setups. The customer base spans individual consumers, students and educators, PC builders/gamers, and corporate buyers served through the S-Business B2B program.
The company runs an integrated omnichannel technology platform combining inventory management, multi-location store operations, the Smember loyalty program (>3 million members), a trade-in/upgrading system with on-the-spot device valuation, and 0% installment processing across 30+ bank partners. It has built a wholly-owned service and media ecosystem around the core retail business: CareS operates as an Apple Authorized Service Provider, Điện Thoại Vui runs phone and computer warranty centers, and SChannel and SForum serve as digital entertainment and technology-news platforms targeting younger audiences. Eight payment and BNPL integrations (Apple Pay, VNPay, MoMo, ZaloPay, OnePay, MPos, Kredivo, Fundiin, HD Saison, Home Paylater) extend the checkout and financing surface.
Revenue is generated primarily through one-time retail product sales, supplemented by trade-in device resale, installment/financing transaction fees, and after-sales warranty and repair services through CareS and Điện Thoại Vui. Pricing spans mass-market components (SSD from VND 135,000, RAM from VND 690,000) to premium devices (iPhone 17 Pro Max, Samsung Galaxy S26 Ultra, MacBook Pro M5), with promotional levers including trade-in subsidies up to VND 4 million, free delivery above VND 300,000, and education- and Smember-exclusive discounts. Marketing is conducted across YouTube, Facebook, Instagram, TikTok, Zalo, email, the SForum content platform, and seasonal/event campaigns (Back-to-School, World Cup, flash sales).
CellphoneS firmographics
Firmographics- Name
- CellphoneS
- Legal name
- Công ty Cổ phần Thương Mại và Dịch Vụ Kỹ Thuật DIỆU PHÚC
- Website
- https://cellphones.com.vn
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- CellphoneS is a privately held Vietnamese omnichannel technology retailer operating 176 stores nationwide plus e-commerce and mobile apps, selling consumer electronics (smartphones, laptops, home appliances) and ancillary services (trade-in, 0% installments, after-sales warranty) to individual consumers, students, gamers, and corporate B2B buyers.
- Ownership category
- akta.pro rank
CellphoneS industry classification
Industry- Product category
- Consumer Electronics Retail
- NAICS
- Electronics and Appliance Retailers (4492), Electronics and Appliance Retailers (44921)
- SIC
- Retail-Radio, Tv & Consumer Electronics Stores (5731), Retail-Computer & Computer Software Stores (5734)
- akta.pro primary industry
- Big-Box Electronics + Wearables & Personal Tech Retail (CRACAAAJ)
- akta.pro secondary industries
- Pre-Owned Electronics Buyback/Trade-In & Resale (CRACAJAE), Consumer Device Repair Services (Phones, Tablets, PCs) (CRACAJAA)
Keywords
Where CellphoneS is headquartered
LocationHeadquarters
- HQ city
- Ho Chi Minh City
- HQ country
- Vietnam
- HQ region
- Asia
Offices4 records
Markets served
CellphoneS business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure, Others
Revenue model
- Retail Product Sales: Primary revenue stream from selling technology products including smartphones, laptops, tablets, accessories, audio devices, smartwatches, TVs, and home appliances through physical stores and e-commerce platform.
- Trade-in and Device Upgrade: Revenue generated from accepting used devices as trade-in, refurbishing, and reselling pre-owned technology products.
- Installment Financing: Revenue from 0% installment payment programs through credit cards and financing companies, with processing fees and partner commissions.
- Warranty and Repair Services: After-sales services through CareS (Apple Authorized Service Provider) and Điện Thoại Vui service centers for warranty repairs and extended warranty services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Monthly | 0% Installment Payment Plans |
| Transaction based/ take rate | Pay-as-you-go | Trade-in Device Upgrade Program |
| Unit Pricing | One time/ perpetual license | Custom PC Build Pricing |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels9 records
CellphoneS product offering
Product offeringCore offering
CellphoneS operates a nationwide consumer electronics retail chain with 176 physical stores across Vietnam complemented by an e-commerce website and mobile apps, selling smartphones, tablets, laptops, audio devices, smartwatches, cameras, TVs, home appliances, PCs, and accessories from brands such as Apple, Samsung, Xiaomi, OPPO, ASUS, Lenovo, MSI, HP, Dell, LG, Sony, and TCL. The company layers in trade-in/upgrade programs, 0% installment financing through 30+ bank and fintech partners, a Smember loyalty program with over 3 million members, custom PC build configuration services, and after-sales service through its own CareS Apple Authorized Service Centers and Điện Thoại Vui repair centers.
Product overview
CellphoneS is a Vietnamese technology retail chain offering a comprehensive portfolio of consumer electronics and related services. The core offering centers on smartphones, tablets, laptops, and accessories, complemented by audio equipment, smartwatches, cameras, home appliances, desktop PCs, monitors, printers, and TVs. The company differentiates through integrated services including a PC build configuration service for custom gaming and workstation setups, a device trade-in and upgrade program, a VAT refund service for international tourists, and the Smember loyalty program. Additional ecosystem brands include Điện Thoại Vui (phone/computer repair service centers), CareS (Apple Authorized Service Centers), and SChannel (digital entertainment platform for youth).
Differentiator
Problem solved
Functional benefit
Brands
- Smember: Membership/loyalty program with over 3 million members
- S-Business
- SForum
- SChannel
Products and services
- Smartphones
- Tablets
- Laptops
- Audio Equipment
- Smartwatches
- Cameras
- Home Appliances
- PC Desktops
- Monitors
- Printers
- TVs
- Used/Certified Pre-Owned Devices
- Accessories
- PC Build Services
- Trade-in Program
- VAT Refund Service
- Smember Loyalty Program
- S-Business B2B Service
- Warranty and Repair Services
- Robot Vacuum Cleaners
- Handheld Vacuum Cleaners
Quantifiable outcome
- Free delivery for orders above VND 300,000
- +3 more outcomes
Companies that use CellphoneS
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles4 records
CellphoneS technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
Feature3 records
CellphoneS partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- Dien Thoai Vui (dienthoaivui.com.vn)coreĐiện Thoại Vui is a chain of service centers specializing in phone and computer warranty and care, part of the CellphoneS ecosystem. It provides after-sales service and device maintenance alongside the retail stores.
- CareS (cares.com.vn)coreCareS is an Apple Authorized Service Provider operated by CellphoneS. It provides authorized warranty and repair services for Apple products including iPhone, iPad, MacBook, and Apple Watch.
- SChannel (schannel.vn)minorSChannel is a digital entertainment platform for young audiences operated within the CellphoneS ecosystem, featuring millions of followers and hundreds of millions of views monthly.
- Apple PayminorMobile payment option supported at CellphoneS for contactless purchases.
- VNPayminorPayment gateway partner for online transactions.
- MoMominorE-wallet payment option for customer convenience.
- ZaloPayminorE-wallet payment partner for transactions.
- KredivominorBuy-now-pay-later partner offering installment payment options for customers.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
CellphoneS competitors and assessment
Company assessmentDirect peers
- Mobile World (The Gioi Di Dong / MWG): Vietnam's largest consumer electronics and mobile phone retailer, operating hundreds of stores nationwide plus the bachhoaxanh.com grocery/electronics chain. Directly comparable to CellphoneS in omnichannel electronics retail, trade-in programs and B2B services, but at materially larger scale.
- FPT Shop: FPT Corporation's nationwide consumer electronics retail chain in Vietnam, selling smartphones, laptops, accessories and offering installment/trade-in programs. Closely comparable to CellphoneS in store footprint, product mix, financing partnerships and target customer (Vietnamese consumers seeking authentic tech products).
- Hoang Ha Mobile: Vietnamese multi-store mobile phone and consumer electronics retailer focused on smartphones, tablets and accessories. Direct competitor to CellphoneS in the same Vietnamese retail market, with overlapping trade-in, installment and omnichannel strategies.
- Nguyen Kim: Vietnamese big-box electronics and home appliance retailer, now operating under Mobile World (MWG) but historically a stand-alone chain selling TVs, appliances and consumer electronics. Comparable to CellphoneS in product breadth (electronics + home appliances) and big-box retail format.
- An Phat Computer: Vietnamese electronics retailer specializing in laptops, PC components and gaming hardware with both physical stores and an online platform. Comparable to CellphoneS in the PC/laptop and gaming vertical, and relevant because CellphoneS' PC Build Service targets the same custom-build customer segment.
- iShop (iShop Vietnam): Apple Premium Reseller in Vietnam selling Apple products, accessories and offering trade-in programs. Directly comparable to CellphoneS in premium smartphone retail and Apple ecosystem services, and a competitor for Apple Authorized Service Provider relationships.
Broad incumbents
- Shopee Vietnam: Vietnam's largest e-commerce marketplace selling smartphones, laptops, accessories and electronics directly from merchants. Not a single-brand retailer but a broad incumbent competing for the same consumer electronics wallet share, especially among price-sensitive online shoppers.
- Best Buy: Large U.S. omnichannel consumer electronics retailer offering smartphones, laptops, home appliances, Geek Squad repair services, trade-in and financing. Comparable to CellphoneS in omnichannel electronics retail, services ecosystem and B2B offerings, but at much larger scale and in a mature market.
- MediaMarkt: European big-box consumer electronics and home appliance retailer with strong in-store experience, trade-in programs and extended services. Comparable to CellphoneS in big-box electronics + appliances assortment and emphasis on physical retail as a competitive moat against pure e-commerce.
- Currys: UK-based omnichannel consumer electronics retailer selling smartphones, laptops, home appliances with trade-in, installment and installation services. Comparable to CellphoneS in services-augmented electronics retail and omnichannel positioning against marketplaces.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
CellphoneS social profiles
Digital presenceCellphoneS compliance and trust
Trust signalCompliance2 records
CellphoneS financial estimates
Financial estimateRevenue estimate
Valuation estimate
CellphoneS leadership team
Management profileNumber of profiles
CellphoneS subsidiaries and ownership
Company hierarchySubsidiaries4 records
CellphoneS funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
CellphoneS M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about CellphoneS
What does CellphoneS do?
CellphoneS operates a nationwide consumer electronics retail chain with 176 physical stores across Vietnam complemented by an e-commerce website and mobile apps, selling smartphones, tablets, laptops, audio devices, smartwatches, cameras, TVs, home appliances, PCs, and accessories from brands such as Apple, Samsung, Xiaomi, OPPO, ASUS, Lenovo, MSI, HP, Dell, LG, Sony, and TCL. The company layers in trade-in/upgrade programs, 0% installment financing through 30+ bank and fintech partners, a Smember loyalty program with over 3 million members, custom PC build configuration services, and after-sales service through its own CareS Apple Authorized Service Centers and Điện Thoại Vui repair centers.
Is CellphoneS a public or private company?
CellphoneS is a private company. It is classified as unknown and is currently operating.
When was CellphoneS founded?
CellphoneS was founded in 2013. It employs 501 to 1,000 people.
Where is CellphoneS based?
CellphoneS is headquartered in Ho Chi Minh City, Vietnam, in the Asia region.
How does CellphoneS make money?
Four revenue lines are on record. Retail Product Sales are the primary driver. The others are trade-in and Device Upgrade, installment Financing and warranty and Repair Services.
Who are CellphoneS's main competitors?
Direct peers on record are Mobile World (The Gioi Di Dong / MWG), FPT Shop, Hoang Ha Mobile, Nguyen Kim, An Phat Computer and iShop (iShop Vietnam). Broad incumbents are Shopee Vietnam, Best Buy, MediaMarkt and Currys.
Does CellphoneS have an API?
No public API is recorded for CellphoneS.
What industry is CellphoneS in?
CellphoneS's product category is Consumer Electronics Retail. Its primary akta.pro industry code is CRACAAAJ, Big-Box Electronics + Wearables & Personal Tech Retail, with a secondary code of CRACAJAE, Pre-Owned Electronics Buyback/Trade-In & Resale. Its NAICS code is 4492 and its SIC code is 5731.