While 2009 was primarily about customer retention, the first half (H1) of 2010 saw most markets in the Asia Pacific strive towards customer acquisition.
New analysis from Frost & Sullivan, Asia Pacific Contact Center Applications Market H1 2010, finds that the market earned revenues of $334.5 million in H1 2010 and puts on track to grow at a 5-7 per cent by the end 2010 over 2009. This would mark a significant recovery after the negative growth of 12 per cent in 2009 due to the economic downturn.
The domestic demand for customer service continued to increase in developing markets such as India, China, Indonesia and Vietnam. This caused a surge in demand from small and medium business (SMB) contact centres with less than 50 to 100 seats. This segment is also expected to impel the move towards a hosted model or encourage businesses to consider domestic outsourcing options.
"Rising interest in cloud computing has also spurred the hosted contact center market in the region, " says Frost & Sullivan Industry Manager Krishna Baidya. "Frost & Sullivan expects the hosted contact center market to grow at a compound annual growth rate (CAGR) of 15.4 percent from 2009 to 2016."
Meanwhile, participants expect the consolidation of contact centres to result in higher spending in the more than 200 seats contact center segment in China, Australia and Japan.
The resumption of enhancements and expansions by domestic banks in the Asia Pacific has led to significant contributions from the banking, financial services and insurance (BFSI) sectors. In H1 2010, the BFSI accounted for almost 30 per cent of all spending on contact centre applications.
The rising popularity of self-service applications and IVR as a tool for call resolution instead of call routing is likely to help the IVR market grow at a CAGR of 10.9 per cent from 2009 to 2016.
"However, integrated suites of quality monitoring, workforce management and analytics are seeing substantial adoption in the market and are likely to be more prominent in deployments going forward, " points Baidya.
The different markets in the region present different set of opportunities. Mature markets such as Australia, Singapore and Hong Kong are investing in applications such as analytics and social media integration. Meanwhile, the high-growth markets of India, China and Philippines are investing in workforce optimization and self-service applications.
"Very high on the agenda for most mature contact centers is the concept of social media," notes Baidya. "Leading contact centers, especially in the advanced markets, are in the experimental stages of using social media as a customer service channel, further boosting prospects in those markets."
There have been significant shifts in the vendor landscape following the acquisition of Nortel Enterprise by Avaya, as well as the closer integration of ALU Enterprise and Genesys Labs. In H1 2010, as these leading vendors were focused on their internal operations, it opened up opportunities for other companies such as Cisco and Interactive Intelligence to make inroads into the market.
If you are interested in more information on this study, please send an email to Donna Jeremiah, Corporate Communications, at djeremiah[.]frost.com, with your full name, company name, title, telephone number, company email address, company website, city, state and country.
Asia Pacific Contact Center Applications Market H1 2010 is part of the Contact Centres Growth Partnership Services programmes, which also includes research in the following markets: Asia Pacific Contact Center Applications Market CY 2009, Asia Pacific Contact Center Services Market CY 2009, Asia Pacific Hosted Contact Center Services Market CY 2009 and Assessment of Asia Pacific Contact Center Markets CY 2010. 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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Asia Pacific Contact Center Applications Market H1 2010 / P4C3