Mitsui and Moshi Moshi Hotline Jointly Establish Call Center Business in Vietnam

Mar. 16, 2010

Mitsui & Co., Ltd.
Moshi Moshi Hotline, Inc.

Main Contents

Mitsui & Co., Ltd. (Mitsui, head office: Chiyoda-ku, Tokyo, President: Masami Iijima) and Moshi Moshi Hotline, Inc. (Moshi Moshi Hotline, head office: Shibuya-ku, Tokyo, President: Hideaki Takeno) have jointly established MOCAP Vietnam Joint Stock Company (MOCAP Vietnam) in Hanoi, the capital of the Socialist Republic of Vietnam (Vietnam), in partnership with a local company. The new company will begin to provide call center services for the Vietnamese market in March 2010. MOCAP Vietnam is the first call center outsourcing company established in Vietnam from Japanese descend.

Economic growth and rising consumer spending power are creating a growing need for large-scale, high-quality customer care services. Demand for business outsourcing in the customer care field is expected to remain on an expansionary trend. Mitsui and Moshi Moshi Hotline both have extensive knowledge of business process outsourcing (BPO), especially call center operation, and have agreed to apply their combined expertise in the rapidly growing Asian market. MOCAP Vietnam is the second overseas call center business for Mitsui and Moshi Moshi Hotline since the joint acquisition of MOCAP (Thailand) in 2008.

MOCAP Vietnam will use call center management know-how based on years of experience in Japan to provide high-added-value services to businesses in Vietnam. Call center operations will commence with the provision of services for the telecommunications industry. The main customer and segment focus for customer service operations will be the mobile telephone business, which is experiencing sustained growth in customer numbers. In the future, the scope of the business will be expanded to include other business areas, such as finance and lifeline infrastructure.

MOCAP Vietnam - Services in Vietnam

  • Call center services
    Call center operation services centering on the provision of information and guidance via telephone, e-mail and other channels
  • CRM marketing services
    The provision of marketing services, ranging from customer acquisition to customer retention, with the aim of maximizing customer value for businesses
  • Consulting services
    Advice and support on various aspects of customer care, from the design of customer care operations to their establishment
  • BPO services
    Peripheral services relating to customer care, including the redesign and operation of back office systems

Company Profile

Capital 50 billion Vietnamese dong (approximately 240 million Japanese yen)
Capital contributions Mitsui: 34%
Smart Media (local capital): 30%
Moshi Moshi Hotline: 15%
Reserved shares (*): 21%

(*) Reserved shares will be retained for up to three years with no registered owners.

Reasons for Establishment

Southeast Asian countries have achieved rapid economic growth in recent years. This is especially true of Vietnam, which according to a national census conducted in April 2009 is entering a demographic "golden age," in which its working population (people aged between 15 and 59) is double its dependent population (the sum of those aged 14 and under and 65 and older).

The acceleration of Vietnam's economic growth has been paralleled by a dramatic increase in the number of mobile telephone subscribers. This in turn has been reflected in the rapid expansion of demand for call centers to handle customer contact operations for mobile telephone companies. Moshi Moshi Hotline is predicting that the market for call center outsourcing in Vietnam will follow the same pattern as in Europe, North America and Japan, where demand for highly cost-effective customer contact functions has spread from the mobile telephone industry to broadband communications and the financial sector. By using call center operating knowledge accumulated through its activities in Japan, Moshi Moshi Hotline aims to build the new company into one of Vietnam's leading enterprises by developing high-added-value business operations with deep roots in the local market.

Company Profile


Mitsui is a general trading company dedicated to the creation of integrated global value chains in four business segments: resources and energy, logistics networks, infrastructure and consumer services. It has built an extensive business involvement in the IT sector. Key IT sector companies in which Mitsui has established capital positions include not only Moshi Moshi Hotline, but also Nihon Unisys, Mitsui Knowledge Industry Co., Ltd., T-Gaia Corporation and QVC Japan, Inc.

Moshi Moshi Hotline was established in June 1987 by a consortium of 12 companies led by Mitsui. Mitsui remains the company's largest shareholder with a shareholding of approximately 34%.

Moshi Moshi Hotline

Established in 1987, Moshi Moshi Hotline is a major telemarketing company in Japan. It has established its own call centers in over 30 locations throughout Japan and employs a group call center work force in excess of 20,000 staff/operator. It creates and operates call centers for several hundred Japanese companies, including major companies in industries ranging from telecommunications and broadcasting to finance and lifeline infrastructure. Its services also include research, human resource development, data mining and consulting. Moshi Moshi Hotline is listed on the first section of the Tokyo Stock Exchange (listing code: 4708).

Smart Media

Smart Media is an advertising company. It was established in February 2008 through investment from various sources, including the Vietnam Posts and Telecommunications Group (VNPT), Vietnam Television (VTV), the mobile telephone company MobiFone and Vietnam Post. It has excellent relationships with major local customers and will help MOCAP Vietnam to expand its business.

This press release includes forward-looking statements about Mitsui. These forward-looking statements are based on the current assumptions and beliefs of Mitsui in light of the information currently available to it, and involve known and unknown risks, uncertainties and other factors. Such risks, uncertainties and other factors may cause Mitsui's actual results, performance, achievements or financial position to be materially different from any future results, performance, achievements or financial position expressed or implied by these forward-looking statements. The risks, uncertainties and other factors referred to above include, but are not limited to, those contained in Mitsui's latest annual report on Form 20-F, which has been filed with the U.S. Securities and Exchange Commission.
This press release is published in order to publicly announce specific facts stated above, and does not constitute a solicitation of investments or any similar act inside or outside of Japan, regarding the shares, bonds or other securities issued by us.


For inquiries on this matter, please contact

Mitsui & Co., Ltd.
Corporate Communications Division
Takatsugu Ohki
Telephone: +81-3-3285-7596 (direct line)
Facsimile: +81-3-3285-9819
Moshi Moshi Hotline, Inc.
Public & Investor Relations Department
Kenji Wada
Telephone: +81-3-5351-7200 (operator)