However, the rising presence of multinationals, focus on customer service, and prevalence of IP have changed in favor of the market.
New analysis from Frost & Sullivan (contactcenter.frost.com), Asia Pacific Contact Center Services Market CY 2009, finds that the APAC contact center services market earned revenues of USD 287.5million in 2009 and is expected to grow at a compound annual growth rate (CAGR) of 11.5 percent to reach USD 616.6million in 2016.
Although the contact center applications markets in ASEAN saw some decline due to the global economic downturn, channels were able to mitigate their losses by increasing the value of the services component of deals. Domestic demand was a key driver in the region, and markets like Malaysia, the Philippines and Vietnam saw growth.
The Asia Pacific market is certainly on the upswing, benefitting from the growing presence of multi-national enterprises and their increasing focus on pursuing excellence in customer services for competitive advantage, says Krishna Baidya, Industry Manager at Frost & Sullivan.
The rapid development towards IP migration in more developed markets such as Australia, Japan and South Korea which lead technology adoption, has aided the uptake of professional services and adoption of advanced applications. Business and financial services institutions and telecom verticals continue to dominate these markets. The government sector is also investing in contact centers and related professional services.
The idea that customer service operations should not be considered merely as a cost center but a strategic investment is taking hold across the Asia Pacific region. The fast development of IP infrastructure in the region, along with the growing interest in IP-based contact center solutions has created an opportunity for the provision of consulting and implementation services in addition to the existing maintenance deals.
"IP migrations, coupled with the consolidation of contact centers, are driving demand for implementation and integration services," says Baidya. "Consulting services are in the emerging phase in the region, with greater adoption seen in mature markets where deployments are often more complex."
The perception of premium services such as consulting and professional services as expensive, is often a restraining factor, particularly within the mid-market. As maintenance services are increasingly being demanded as a basic offering in the services contract, price points associated with this segment as set to decline, driving service providers to diversify their service portfolio.
"Nevertheless, the developing markets in Asia Pacific are witnessing high domestic demand. As local enterprises grow and the value of customer service becomes apparent, the complexity of deployments and the need for an enhanced level of accompanying services will be heightened" states Baidya.
Boosted by large outsourced contact center market, e- governance initiatives by central and some state governments, and growth in domestic demand contact center services are likely to grow fastest in the region, elaborates Baidya.
"The Greater China region is poised for strong growth with China leading demand with high foreign investment in the market and surge in domestic demand. Other leading verticals include business and financial services institutions in Hong Kong and the manufacturing and government sector in Taiwan." Baidya concludes.
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Asia Pacific Contact Center Services Market CY 2009 is part of the Contact Centers Growth Partnership Services program, which also includes research in the following markets: Asia Pacific Hosted Contact Center Services Markets, Asia Pacific Contact Center Applications Markets, Assessment of the Asia Pacific Contact Center Markets, among. All research services included in subscriptions provide detailed market opportunities and industry trends that have been evaluated following extensive interviews with market participants.
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