Contact Center Applications Market in India CY 2014

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1 Contact Center Applications Market in India CY 2014 Customer Experience and Omnichannel Interaction Leading to High Adoption 9AC4-70 June 2015

2 Contents Section Slide Number Executive Summary 3 Market Definitions 5 Market Highlights 12 Vertical and Horizontal Analysis 20 Competitive Analysis 23 The Frost & Sullivan Story 32 9AC4-76 2

3 Key Findings Key Trends Moving to the omnichannel interaction model will provide seamless Customer Experience. Organizations and contact centers alike are focusing on enhancing overall performance management and Customer Experience by investing in optimizing internal operations such as staff scheduling and cost calculation, as well as external interactions such as first call resolution rate. The migration to SIP trunk technology allows seamless integration of data, text, voice, and video into IP signals. More contact centers in India are evaluating and moving to support SIP- VoIP and SIP trunking. Vertical Performance IT and telecommunications, and BFSI continued to be the leading verticals and represented nearly % of the total market in Vendor Performance Avaya continues to be the leader in the Indian contact center applications market, with a share of % in Verint captured % the overall revenue share for second place in Enterprises demanded unified user interface for their contact center agents instead of accessing various applications on different interfaces, which might be difficult to manage. Only a handful of vendors were successful in delivering a one-stop shop solutions, which proved to be a significant differentiator. Horizontal Performance Small contact centers (up to seats) generated % of revenue in 2014; medium-sized centers ( seats) accounted for %; and large centers (more than seats) accounted for %. Key: IP = Internet Protocol; SIP = Session Initiation Protocol; VoIP = Voice over Internet Protocol; BFSI = Banking, Financial Services, and Insurance 9AC4-76 4

4 Market Segmentation Contact Center Market: Segmentation, India, 2014 Contact Center Market Contact Center Applications* Hosted Contact Center** ACD CTI IVR QM WFM CCA OBD *Full forms of abbreviations are provided in the definitions beginning on slide 7 **Not included in the study 9AC4-76 6

5 Market Definitions Term Automatic Call Distributor (ACD) Computer Telephony Integration (CTI) Definition An ACD system is the software and hardware that route inbound calls to a group of agents based on intelligent routing and skill-based criteria stored in a database. The ACD system may work on traditional circuit-switched time-division multiplexing (TDM) or IP technology. Systems included in this research service are proprietary stand-alone ACD systems that are integrated with private branch exchange (PBX) systems or key telephone systems (KTS), and stand-alone hardware-based or software-based ACD systems that are included with a server. The ACD system processes inbound calls on a first-come, first-serve basis. If agents are unavailable to take the call, the ACD system holds the call in a queue and then transfers it to the first available agent. ACD systems can also be configured to route calls made to a particular number for priority handling. Basic computer telephony integration is the linking of information received over the telephone to a computer system. In the case of a call center, this is the ACD link, with screen pop being the associated application. Using automatic number identification (ANI), a computer detects the caller s telephone number, routes the call to the appropriate agent, retrieves the customer s information record from a database, and displays this record through a screen pop on the agent s monitor. Enterprise CTI goes beyond the basic screen pop functionality to enable multiple points of interaction and link the contact center with broader enterprise applications. In essence, this technology is the middleware that allows multiple devices and applications to communicate. 9AC4-76 7

6 Market Definitions (continued) Term Interactive Voice Response (IVR) Outbound Dialer (OBD) Quality Monitoring (QM) Workforce Management (WFM) Definition IVR and voice portal systems facilitate automated call steering and self-service interactions for callers. Callers can interact with these systems via speech or touchtone inputs. IVR and voice portal systems typically include voice platform, an application development environment for developing IVR applications, and a runtime environment. OBD systems facilitate the automated placement of outbound calls for contact centers. OBD systems offer individual capabilities or a combination of outbound dialing capabilities, including predictive, preview, power, and auto dialing. QM systems allow contact centers to record, archive, retrieve, and analyze customer interactions via voice, , and Web channels. QM systems are used for regulatory compliance, quality management, training, performance management, and customer and business intelligence. WFM systems allow contact centers to forecast, schedule, and manage staffing levels and agent work activities. They use data from inbound contact routing and other contact center systems. 9AC4-76 8

7 Market Definitions (continued) Term Contact Center Analytics (CCA) Definition Contact center analytics include customer interaction analytics systems that mine the content of customer interactions, including calls, s, and chats, for meaningful business intelligence; and performance analytics systems that provide business intelligence on operational indicators such as contact center and agent performance and seek to improve efficiency. 9AC4-76 9

8 Research Methodology Secondary Research Primary Research Data Analysis and Presentation Analysis of Frost & Sullivan s internal database Design of discussion guides to aid interaction with industry participants Collation and analysis of secondary and primary information Analysis of company reports and tenders Analysis of newscasts by industry associations and vendors Interaction with service providers, developers, and original equipment manufacturers Interaction with decision makers in private enterprises and government bodies Presentation of collated and analyzed information 9AC

9 Revenue Forecast Contact Center Applications Market: Revenue Forecast, India, CAGR = 8.5% Revenue (INR Crores) Growth Rate (%) Revenue Growth Rate Year The migration to IP networking and SIP trunking in contact centers increased as enterprises voice and data networks continued to converge. The positive outlook for contact center outsourcing, coupled with strong domestic demand for contact center services, is expected to drive the market during the forecast period. Note: All figures are rounded. The base year is AC

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