China Contact Centre Industry set to overtake Australia as second largest market player by 2017
Multi Media applications crucial to market expansion in the long run
SINGAPORE, July 24, 2012 /PRNewswire/ -- The Chinese Contact Center market reported a total revenue of US$116.8 million in 2010 and will be worth US$255 million by 2017. In Asia Pacific, China has positioned itself in third place in terms of revenue in 2010 and will overtake Australia as the second largest market by 2017.
The system upgrading and expansion activities from existing customers will contribute most of the revenue in the next three years. Lu Shui Shan , Research Associate, ICT Practice, Asia Pacific, Frost & Sullivan said, "Another driver is the increasing awareness and adoption rate of advanced applications such as Work Force Management, Speech Technology and other multi-media applications. The increasing demand of other UC solutions will also drive the market in the long run. Furthermore, local vendors use relatively low pricing to attract a larger number of customers."
The top three industries in China driving this growth are Banking & Finance, Telcos and Government, which took up more than 60 per cent of the market in 2010. The industry saw good growth in small to mid-size contact centres. These enterprises with 50 to 200 agents per contact centre took over half of the market. Their size gave them an edge and they are able to achieve the rapid growth with high adoption of in-house contact centre solutions.
Lu said, "In China, global vendors streamlined their channel programs, and expanded their partnership programs in 2010. In addition, UC solutions vendors are marketing their contact centre applications bundled with other UC solutions. Global vendors are now focusing on large local enterprises in BFSI, Government, and E-commerce as there are fewer new customers from MNCs. The global vendors hope to expand to a mid-size market."
At present, local vendors are competing actively with global players in China. Local vendors are leveraging on their understanding of the local market, spending more effort in securing future contracts and deals. Moreover, local vendors have accelerated their R&D process to offer industry-specialized solutions to the market. Other strategies include improving recruiting channels and reducing price points to attract more SMBs. They are becoming more pro-active and innovative in order to seek more market opportunities.
The Chinese market will maintain a moderate growth in the next three years and will attain maturity around 2017. More investment can be foreseen on the management of contact centres including operational efficiency and the training of agents. Industry focus will shift from products to services. Lastly, emerging verticals namely E-commerce, hospitality, retails and utilities will generate higher revenue growth than that of the overall market.
In 2010, the Australian market surged to a 16.5% growth driven by process optimization and monitoring applications as businesses placed greater focus on ROI and productivity. The market is expected to be worth $ 226.4 million in 2017, growing at a CAGR of 8.0%.
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