Phuong Tran (Alex Phuong Tran) is the visionary founder and CEO of ExtendMax Vietnam Co., Ltd. With over 20 years of experience in executive management, Phuong has established himself as a leading authority in market access and regulatory compliance for information technology equipment in Vietnam. Under his leadership, ExtendMax has become a trusted partner for global tech giants such as Amazon, Microsoft, Lenovo, Dell, ASUS, and Oppo – CEO & Founder of ExtendMax.
Phuong’s dedication to excellence has earned him numerous accolades, including the Business Icon of the Year in Vietnam 2024 and recognition as one of the 10 Prominent Male CEOs in 2024. His unwavering commitment to innovation and compliance continues to drive ExtendMax’s growth and success in the competitive tech industry.
His Way to Success
Born in Hai Phong, Vietnam, in 1980, Phuong’s entrepreneurial spirit emerged early. From starting a small sidewalk book rental business at age 12 to holding various part-time jobs, his diverse experiences laid the foundation for his future success Phuong holds an engineering degree and has co-founded several successful ventures, including VNCA laboratory, AZ Global Technology JSC, and Cleverlearn Trung Hoa.
Phuong began his career in sales and marketing at leading multinational FMCG companies where he gained valuable leadership and strategic management skills. In 2015, he identified a gap in Vietnam’s market for professional consulting services in market access and regulatory compliance. As Vietnam’s economy grew and global businesses sought entry, regulatory complexities became a significant barrier. This inspired him to establish ExtendMax, bridging the gap between international businesses and Vietnam’s regulatory framework. Over the years, ExtendMax has evolved into the country’s leading consulting firm, recognized for helping global corporations navigate the challenges of compliance, market access, and import-export regulations.
Overcoming Challenges
Building ExtendMax came with numerous challenges, including navigating Vietnam’s ever-changing regulatory landscape, earning trust from global clients unfamiliar with local markets, and fostering a team of experts capable of handling complex projects. To overcome these challenges, Phuong focused on building a customer-centric culture, maintaining transparency, and investing in continuous training for his team. He also developed strong partnerships with global clients and local authorities, which allowed ExtendMax to deliver tailored and efficient solutions.
Comprehensive Services
ExtendMax specializes in providing comprehensive services related to market access and regulatory compliance for information technology and electronic products. It assists manufacturers and importers in navigating complex regulatory requirements, ensuring that products meet local standards and can be legally sold in Vietnam. ExtendMax is known for its expertise in ICT-type approval for wireless devices, telecom equipment, and home appliances, as well as safety and EMC approvals.
Its wide range of services includes:
Product Conformity Certification Consulting:
It assists clients in ensuring their ICT products comply with Vietnam’s technical standards and regulatory requirements. This service includes consulting on testing, assessment, and certification to ensure products are market-ready.
IOR/EOR Services:
ExtendMax acts as the legal importer or exporter on behalf of international companies, enabling them to import or export products without establishing a local entity in Vietnam. It handles customs clearance, tax declarations, and legal compliance, ensuring a seamless and timely import/export process.
Consulting on Civil Cryptography and Cybersecurity Product Licensing:
It supports businesses in obtaining licenses for trading and importing civil cryptography products, meeting the strict and complex requirements of Vietnamese regulations. The services include evaluating existing conditions, proposing compliance solutions, and preparing specialized documentation such as business and technical plans.
Market Access Consulting:
ExtendMax analyzes regulatory requirements, recommends roadmaps for obtaining necessary certifications and permits, and assists clients with documentation and government interactions to ensure smooth market entry.
Simplifying Legalities
ExtendMax helps international businesses navigate several challenges they face when entering the Vietnamese market. The biggest challenges include understanding Vietnam’s complex regulatory environment, obtaining necessary certifications and licenses, and navigating customs procedures. ExtendMax addresses these challenges by providing tailored consulting services, ensuring compliance with local laws, and managing the entire process—from documentation preparation to government approvals—so clients can focus on their core business.
For instance, the importance of conformity certification and import-export consultancy for international businesses. “Conformity certification ensures that products meet the technical and safety standards required by Vietnamese law, allowing them to enter the market legally. Import-export consultancy is equally critical as it helps businesses navigate complex customs procedures, regulatory requirements, and tax obligations. Without these services, companies risk delays, penalties, or even the inability to bring their products to market, which can significantly impact their business operations,” explains Phoung.
Supporting Global Giants
ExtendMax has helped global technology companies like Amazon and Microsoft successfully navigate Vietnam’s regulatory framework. For instance, it supported Amazon Web Services in importing IT equipment worth tens of millions of USD by managing product classification, conformity certification, and customs procedures. Similarly, for Microsoft, ExtendMax provided end-to-end consulting services, ensuring smooth compliance with type approval regulations for their computing devices. These partnerships have allowed ExtendMax’s clients to establish their operations in Vietnam seamlessly.
Staying Aware and Ahead
Phoung handles multiple roles of being a CEO, entrepreneur, and legal expert and he views these roles as interconnected rather than separate. As a CEO, he focuses on strategic leadership. As an entrepreneur, he seeks opportunities to grow the business. As a legal expert, he is directly involved in critical consulting projects, leading the team in resolving complex cases. Delegation and trusting his team to handle specific tasks are key factors in balancing these responsibilities. He also makes time to reflect, recharge, and focus on long-term goals.
He stays motivated for his roles by focusing on the value ExtendMax brings to its clients and the industry. Seeing the clients succeed and knowing that ExtendMax is contributing to Vietnam’s economic development keeps him energized.
“Innovation is driven by continuous learning, monitoring industry trends, and fostering a culture of creativity within my team. I also embrace challenges as opportunities to refine our processes and create new solutions,” says Phuong.
Keeping Ahead of Industry Trends and Contributing to the Economy
To keep the company ahead of regulatory changes and industry trends, Phoung and the core team invest heavily in staying informed about regulatory updates and industry trends through continuous training, research, and partnerships with global and local authorities. The team regularly attends seminars and collaborates with clients to understand their evolving needs. Additionally, they use digital tools to monitor changes in real time, allowing them to adapt quickly and provide timely advice to their clients.
ExtendMax plays a vital role in enabling international technology companies to establish and expand their operations in Vietnam, contributing to the country’s status as a regional technology hub. By ensuring compliance with local regulations and facilitating smooth market entry, it attracts foreign investment, creates jobs, and supports the growth of Vietnam’s ICT and telecommunications sectors. Its services also help local companies expand internationally, driving innovation and economic growth.
Expanding the Services
Phoung plans to expand ExtendMax’s service offerings to include more comprehensive consulting for foreign investment and mergers and acquisitions. Additionally, the company aims to develop digital platforms that enable real-time project tracking and regulatory updates for our clients. It is also exploring opportunities to expand its presence in other APAC markets and beyond, helping more businesses access Vietnam and other emerging economies.
Message for Aspiring Entrepreneurs
Phuong concludes the interaction with the following message for aspiring entrepreneurs in Vietnam and across the globe:
“Start with a clear vision and a purpose that inspires you, not just profits. Focus on solving real problems or filling gaps in the market, as value creation is the foundation of any successful business. Build a team that shares your passion, and don’t hesitate to invest in their growth—your people are your most valuable asset.
Embrace challenges as opportunities for innovation and never fear failure; each setback is a lesson that brings you closer to success. Stay curious and keep learning—whether it’s about your industry, your customers, or yourself. Most importantly, stay true to your core values and ethics, as these will guide you when the road gets tough and differentiate you in a competitive world.
Finally, remember that entrepreneurship isn’t just about building a business; it’s about building a legacy. Think long-term, act with purpose, and always aim to contribute positively to society. Success will naturally follow when your work makes a difference.”
A Quote to Live By:
“I think it is possible for ordinary people to choose to be extraordinary.” – Elon Musk.
“This quote reminds me that greatness isn’t reserved for a select few—it’s a choice that anyone can make through dedication, hard work, and persistence. It inspires me to push boundaries, embrace challenges, and empower both myself and my team to achieve what may seem impossible,” says Phoung.
