ByteTech JSC · CellphoneS
In production
Open to read the case study
ByteTech JSC
By ByteTech JSCByteTech (founded 2016) builds Pango, Vietnam's leading Customer Data and AI Platform. We help enterprises unify online and offline data, automate omni-channel engagement, and deploy AI-powered decisioning across marketing, sales, and customer service. Pango serves 200+ brands including CellphoneS, VUS, Abbott, and Ajinomoto, with 50M+ unified identities, 70M+ personalized messages per month, and 99.99% system uptime. Backed by Kairous Capital and CyberAgent Capital. ISO 27001 certified, ISO 27701 in progress (2026).
- Stage
- At scale
- Industries
- Retail and e-commerce
- Consumer goods
- Automotive and mobility
- Deployment
- Cloud (SaaS)
Why it is worth it
Pango is an Enterprise CDP and AI platform that unifies customer data, automates omni-channel engagement, and deploys AI decisioning in one integrated system. Built for Enterprises with 60+ native connectors and a closed-loop operating model: Data → AI → Action → Feedback → Optimization. Proven at scale with 200+ enterprise brands across Retail, FMCG, Education, F&B and Financial Services delivering sustained multi-year commercial impact.
- Enterprises across financial services, retail, and consumer sectors share the same
- structural problems in customer engagement and sales operations:
- 1. Fragmented Customer Data: Customer behavior is scattered across web, app, offline branches, CRM, call center, and third-party platforms with no unified view. Cross-channel identity resolution is often below 2%, meaning most customers are invisible to the business in real time. Marketing, sales, and service teams operate from different data sources and reach
- different conclusions about the same customer.
- 2. Manual and Slow Segmentation: Marketers and analysts spend days extracting and preparing data before any campaign can run. Segments are static, built on past behavior, and cannot reflect what a customer is doing right now. This makes precision targeting at scale practically impossible without significant manual effort.
- 3. Campaign-Based Execution with No Lifecycle Thinking: Enterprises run one-off campaign blasts tied to promotions or product launches instead of always-on journeys triggered by customer intent. There is no automated onboarding, no upsell or cross-sell logic, and no lifecycle engagement model that works continuously in the background.
- 4. No AI Decisioning for Frontline Teams: Sales relationship managers, call center agents, and customer service staff have no real-time intelligence to guide their interactions. They cannot see which customers are most likely to convert, churn, or upgrade, and they have no AI-assisted next action to act on during a live conversation.
- 5. Limited Attribution and ROI Visibility: Without a unified data layer, businesses cannot accurately measure which channels, campaigns, or touch-points are driving revenue. Budget allocation remains intuition-based rather than data-driven, resulting in sustained media waste and operational inefficiency.
- Pango solves all five problems through a single integrated platform: PangoCDP unifies all customer data into a 360-degree profile in real time; Pango Automation Suite runs always-on omni-channel journeys across Zalo, Email, SMS, and App Push; and PangoConnext adds the AI layer for segmentation, lead scoring, next best action, and frontline copilots.
- Proven results at scale:
- CellphoneS (5-year partnership):
- First 12 months: +30% conversion rate, +35% ROAS, -28% CPA, +250% identified profiles
- Over 5 years:
- + Customer base grew 5.5x (2M to 11.5M+ profiles),
- + accessory upsell 3x,
- + annual iPhone launch exceeded 100% KPI target,
- + email open rate 28.2% vs 18-22% industry benchmark,
- + App Push CTR 5.4% vs 2-3.5% industry average,
- + 1,600+ automation workflows in operation
- VUS English Center:
- + 4x higher lead quality,
- + 41% interaction rate,
- + 30% faster data processing
Opening the deck…
Page 1
Best customer profile
- Mid-to-large enterprises in Financial Services, Retail/E-COM, FMCG, Education, and Healthcare with 200,000+ customers, operating across multiple channels (online, offline, branch, app), and struggling with fragmented customer data, low identity resolution, and manual campaign execution.
- Key roles: CMO, Head of Digital, CRM Manager, Head of Sales, Head of Retail Banking
- Primary pain points: no unified customer view across products and channels, limited real-time decisioning for relationship managers and frontline staff, no AI layer to qualify leads, personalize engagement, or recommend next best actions at scale.
Notable paying customers
- CellphoneS, Abbott, MeadJohnson, VUS English Center, Ajinomoto, Unilever, Mitsubishi Motors, Samsung, LG, Oppo, Saint-Gobain, Vinasoy, FPT Education,...
Key milestones
- Founded 2016, 10 years of product development in CDP and AI - 200+ enterprise brands across Vietnam and Southeast Asia - 50M+ unified customer identities, 70M+ personalized messages per month - 650M+ behavioral events processed monthly, 293M+ automation actions executed - 8,100+ Zalo Mini Apps published on platform - 99.99% system uptime, ISO 27001 certified, ISO 27701 in progress (2026) - Backed by Kairous Capital and CyberAgent Capital - Flagship case study: CellphoneS 5-year partnership, customer base grew 5.5x (2M to 11.5M+ profiles), +30% conversion, +35% ROAS, -28% CPA in year 1
Customer case
4 customer deployments, shown below.
ByteTech JSC · TBS Retail
In productionOpen to read the case study
ByteTech JSC · VUS
In productionOpen to read the case study
ByteTech JSC · Nutifood
In productionOpen to read the case study