Gaining Ground in the Emerging Workforce Optimization Markets in APAC (Strategic Focus)

This report analyzes current market trends, drivers and market opportunities for workforce optimization solutions in the APAC region. It focuses on the opportunities in China, India, Japan and Australia, pinpointing key customers and how workforce optimization solutions can help address their pain points. The report also presents a matrix of the leading vendors.

Report Highlights
Asia Pacific is a sizeable market with many growing contact centers. Although often spoken of as if it were a monolithic market, APAC is, in reality, very diverse with different stages of maturity in each country in terms of economy, languages spoken, and the adoption of technology within contact centers.

A key focus for many enterprises in both emerging and mature markets is compliance with regulations around sharing of customer data. These regulations are driving adoption of logging and QM solutions to ensure that customer data is kept confidential.

There has been continued consolidation among WOTs vendors over the last few years. A number of smaller, specialist WOTs vendors have been acquired by the more established larger vendors looking to boost their product portfolios. Suite solutions allow vendors to fill product gaps and increase revenue.
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Table of Contents 4
Table of figures 5
Table of tables 6
MARKET OPPORTUNITY 7
Workforce optimization defined 7
Global WOTs and contact center trends 7
Enterprises are deploying WOTs to improve business processes 7
The recession will not dramatically impact the WOTs market 8
WOTs is moving out of the contact center to back-office environments 8
The adoption of WOTs in APAC 9
Outsourcing companies in APAC see demand from customers to utilize optimization tools 10
Many contact centers within APAC are new to the concept of WOTs 11
Increasing regulatory pressures are driving adoption of logging and QM 11
There will be limited interest in speech analytics and eCoaching in APAC until these markets mature 12
Country specific contact center trends in APAC 12
GDP growth indicates the diversity of market maturity in APAC 12
The number of agent positions and contact centers is growing, particularly in China 14
Australia and New Zealand 15
China 16
India 16
Japan 17
Other countries 18
Challenges for vendors in APAC 18
The need to develop additional language support 18
Determining price points for entering the market 19
Recruiting partners and building a successful reseller channel 19
Breaking into the domestic markets 19
Countries in APAC are not immune to the economic slowdown 19
Market size 20
Logging, QM and WFM continue to make up the majority of expenditure through 2014 20
Fastest growth in spending on WOTs will be in China and India 22
Technology Evolution 24
WOTs are becoming more complex and require greater integration 24
WFM and logging solutions are mature but a range of analytics solutions are emerging 24
Suite solutions versus point solutions 24
Demand in APAC for suite solutions is growing 25
Introduction of packages from suite players 25
The adoption of IP telephony within the contact center is increasing 25
Call recording is more efficient with the adoption of VoIP 27
Customer Impact 28
The financial services and communications industries represent the greatest opportunities 28
Outsourcing 29
Financial services 30
Communications 30
Other 31
Customer case studies 31
WOWOW Communications 31
Scicom (MSC) Berhad 32
Australian Health Management 32
StarHub 32
Air Deccan 32
Chinatrust Commercial Bank 33
Pain points for contact centers in APAC 33
When to invest: ROI model 35
Cost to the business 35
Measurable benefits 35
Competitive Landscape 37
The leading WOTs vendors in APAC 37
Altitude Software 38
Altitude in APAC 39
Aspect 39
Aspect in APAC 39
Autonomy 39
Autonomy in APAC 40
GMT 40
GMT in APAC 40
NICE 40
NICE in APAC 40
Teleopti 41
Teleopti in APAC 41
Verint Witness Actionable Solutions 41
Verint in APAC 41
VPI 42
VPI in APAC 42
Go to Market 43
Partner landscape in APAC 43
Resellers 43
Technology partners 43
Systems integrators 44
Future trends 44
Adoption of logging, QM and WFM will increase in emerging markets 44
The WOTs market will become more competitive 44
Vendors will push suite solutions more aggressively in APAC 45
Enterprises will begin to take interest in and deploy speech analytics in Australia, India and Japan 45
Recommendations for vendors in developing a greater market share in APAC 45
Marketing messages should be tailored to suit local markets 45
Focus on developing a strong channel 45
Vendors need to focus on growth in domestic markets rather than relying on business from outsourcers 46
Tailored packages and competitive pricing are important in a difficult economy 46
Point solution vendors entering market need to work closely with technology partners 47
APPENDIX 48
Definitions 48
Workforce optimization technologies 48
Methodology 49
Further reading 49
Ask the analyst 49
Datamonitor consulting 49
Disclaimer 50
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Table 1: The number of contact centers and agent positions in APAC 9
Table 2: Real GDP growth (%) 2007 - 2010 13
Table 3: The number of contact centers by country in APAC 15
Table 4: Spending on WOTs in APAC by technology 21
Table 5: Spending on WOTs in APAC by country 23
Table 6: The number of agent positions using IP telephony in APAC by country 26
Table 7: Agent positions (000s) by country by vertical, APAC 2008 29
Figure 1: Key markets in APAC represent differing opportunities for vendors 10
Figure 2: 2009 will see further decline in GDP growth for both developed and developing economies 13
Figure 3: Number of contact centers in APAC by country 14
Figure 4: Spending on WOTs in APAC by technology 21
Figure 5: Spending on WOTs in APAC by country 22
Figure 6: WOTs in the contact center 24
Figure 7: The number of contact centers with IP solutions is increasing in APAC 26
Figure 8: Proportion of agent positions by vertical in APAC in 2008 28
Figure 9: Enterprise pain points and WOTs solutions 34
Figure 10: The WOTs competitor landscape 38
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