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Assessment of Asia Pacific Contact Center Market CY 2009
Frost & Sullivan, Sep 2010, Pages: 62
This study is an assessment of the contact center industry across 6 regions in APAC: Australia & New Zealand, ASEAN, Greater China, India, South Korea and Japan. It contains market sizing and forecasting in terms of number of contact centers, number of agents as well as number of agent positions at an overall Asia Pacific level, as well as by region. Key market trends and market drivers and restraints are also discussed for each region. Trends are examined in terms of contact center model, verticals as well as by country serviced. Labour trends in terms of salary are also listed.
Research Overview
This Frost & Sullivan research service titled Assessment of Asia Pacific Contact Center Market CY 2009 provides market size in terms of number of contact centers, agents, and agent positions. Market trends, forecasts, drivers and restraints are also covered.
Market Overview
Asia Pacific Contact Center Market Witnesses Growth despite Global Economic Downturn
Asia Pacific has been a high-growth region for the contact center industry. Due to the adverse effects of the economic crisis, seats grew only by 8.5 percent in 2009. The mature markets in the region, such as Australia, South Korea, Japan, Singapore, and Hong Kong are rapidly saturating in terms of seats and center growth. The unsaturated markets such as India, China, Malaysia, and the Philippines experienced growth and were driven by outsourcers as well as by burgeoning domestic demand, which is a key growth driver for the industry. As markets in the region evolve, there is a growing focus on high-quality customer service. With low-cost labor and a skilled workforce, the Asia Pacific region boasts of some of the most attractive outsourcing destinations in the world. Outsourcing had been an essential tool in 2009 as enterprises looked to tighten budgets and cut costs. “The impact of the recession has had the effect of boosting the outsourcing industry in the region,” notes the analyst of this research service. “Although business coming in from the West was temporarily cut back, demand from within Asia Pacific and from Europe has spurred growth in contact centers and agent positions.”
As with most industries, the recession was a major challenge to overcome in 2009. In this economic climate, technology spending was necessarily kept to a minimum. Wary enterprise customers were more likely to scale back or postpone existing plans to invest in contact centers or customer care, which has led to a decline in industry growth. Consolidation of contact centers in some of the markets in the region persisted as a trend in 2009. Although the number of agents is growing in the region, attrition poses a major problem in the industry. The degree of attrition within the enterprise is high compared to other industry segments. In some markets, the unstable political environment is also negatively impacting business dynamics in the region.
Contact centers have had to remain nimble and adapt quickly to succeed in these times of financial strain. Investments in analytics and agent performance optimization have been crucial to boosting productivity and assisting in a broader cost-cutting effort. Some markets also experienced an increased adoption of IP technology in a drive to virtualize multi-site contact centers. “Alternative models such as the hosted contact center service also saw traction with the pay-per-use model being an attractive cost cutting measure,” says the analyst. “The popularity of op-ex based models has risen significantly, with fewer customers willing or able to invest the up-front capital needed to set up an on-premise deployment.”
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