Contact Center Applications Market Trends in Vietnam

Dao Thi Minh “Thao”Information & Telecommunications

Technology PracticeFrost & Sullivan Asia-Pacific

5th April 2012

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Major Market Trends

Customers’ Challenges

11 Introduction – Market Condition and Situation

44 Key Drivers for Growth

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55 Top 3 Applications in Vietnam & Future Outlook

Key Takeaways/ Conclusion

Suggestions for CC apps Vendors

Agenda

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Vietnam’s Market Condition and Situation

“Vietnam is one of the fastest-growing countries in the region, with annual GDP in recent years at 7-8.5%.

Information and Communications Technology happens to be one of the strongest economic sectors that contributes to the significant development of Vietnam’s economy in few years back and towards the future.

In 2011, the contact center applications market in Vietnam was estimated to be worth $ 5.1 million, growing at 19% over the previous year.”

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Vietnam’s Contact Center Market Trends

Market TrendsTelemarketing

IP adoption

Outsourcing

Social Media integration

Initial discounting by global vendors

CC adoption by potential verticals

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Customers' Challenges

• Price sensitivity: While consumers want quality and understand that quality comes at a premium, most buying decisions are highly price-sensitive.

• IT Infrastructure: Though ICT industry in Vietnam is growing at the healthy rate with much improvement in IT infrastructure and bigger bandwidth. IT infrastructure is not at the very good level for IP adoption and unified communications solutions yet.

• Low awareness: Many enterprises still have not seen how important contact centers are for their businesses’ operations.

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Key drivers for growth

• Globalization: Vietnam opens the economy door for foreign investement. More international companies enter the domestic market and creates a fierce competition with local businesses. It leads to a focus on Customer Relationship Managerment and one of its tools – Contact Center.

• Certain verticals have requirement for Contact Centers to serve customers like Telco and BFSI especially with more branches are opened with an ever expanding customer base.

• Telemarketing: starts catching up with the global trends.• Social Networking is booming! Along with the explosion of Internet

and transparent information. Social networking gains popularity as ever and becomes one of the tools for contact center to serve customers better.

• Low cost of employment: Vietnam with a strong workforce and lower labour cost comparing to many other countries in the region and in the world.

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Top 3 Applications and Future Outlook

• Top three applications in the market are ACD (Automatic Call Distributor), CTI (Computer Telephony Integration) and IVR (Interactive Voice Response).

• ACD is the biggest contributor and still growing at a fast rate as majority of contact centers’ primary purpose is to support incoming voice calls.

• For the near future outlook, Outbound, Multimedia, Call Monitoring and WFM (Workforce Management) are taking trends to increase popularity.

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Suggestions for CC Apps Vendor

• Have better marketing, promotion campaigns.• Focus on other potential verticals such as Government, Travel

& Hospitality, Manufacturing, Education and Healthcare.• Have more competitive and flexible pricing schemes. • Embedding more value to products and solutions.

*Picture from Google

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Key Takeaways/ Conclusion

• Vendors keep recognizing Vietnam as a good prospect.• Contact Center Apps continue to grow in the country on the

back of an expanded presence.• Future of Outsourcing, Social Media and other Contact Center

Apps.

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For Additional Information

Donna JeremiahCorporate CommunicationsAsia Pacific+61 (0) 8247 8927 djeremiah@frost.com

Carrie LowCorporate CommunicationsAsia Pacific+603 6204 5910carrie.low@frost.com

Dao Thi Minh Research AssociateICTapacfrost@frost.com

Jessie LohCorporate CommunicationsAsia Pacific+65 6890 0942jessie.loh@frost.com