BCG-TCI中国callcenter外包投资项目.ppt

1、-1-ENTRY FOR PROFITTRANS-COSMOS INC. CHINA ENTRY STRATEGY PRESENTATIONFebruary 8, 2001-2-AGENDAExecutive SummaryCall Center Business Market Overview CC Customer Segmentation- In-house users- Outsourcers Demand Customer Economics Competition Recommendations- Success business model- Partnering strateg

2、yE-Commerce Market OverviewTCI Tianjin Current Situation Analysis Recommendations-3-AGENDAExecutive SummaryCall Center Business Market Overview CC Customer Segmentation- In-house users- Outsourcers Demand Customer Economics Competition Recommendations- Success business model- Partnering strategyE-Co

3、mmerce Market OverviewTCI Tianjin Current Situation Analysis Recommendations-4-CHINA IS BECOMING A HIGHLY DYNAMIC CC MARKETChinas call center market took off since 1998 with an annual growth rate over 100% Non-paging market size reached 54,000 seats in 2000However past growth was largely driven by d

4、emands from administrative driven sector Over 60% of the new CC demand comes from four pillar industries: Banking, Post Services, Fixed-line Telecom, and Insurance Distinctive purchasing behavior identified for these purchasesFuture growth will be propelled by service oriented and outsourcing segmen

5、ts Service oriented segment expected to be 50% of total CC market Outsourcing market will grow at least 50% a year for the next few years- However large variance exists for outsourcing segment growthOverall, China CC market is expected to reach over 130,000 seats in 2004 and 340,000 seats in 2010-5-

6、CC OURSOURCERS ARE EMERGING BUT STILL EXPLORING (I)Currently, CC outsourcing business is brand new in China No more than 30 companies providing merely about 3,200 seats in service Over 70-80% supply concentrated in 4 major citiesFuture outsourcing development is highly dependent on current players p

7、erformance and strategies Potential customers concerned about quality, confidentiality, information processing ability, HR, and price Growth will fluctuate widely according to the industrys ability to satisfy customer concerns and requirements nowIn short term, competition will be minimum due to hig

8、hly differentiated positions and large number of unexploited potential outsourcing customersIn medium term, paging companies can be powerful and desperate competitors in the low-end outsourcing market That might distort the industry profitability and trigger vicious competition However high-end outs

9、ourcing market might be intact-6-Currently, only low-price/standard service vendors are profitable Utilization, and therefore, long-term customers, is the key for profitability However, high-priced outsourcing solutions not widely accepted by the marketBut in the long-run, we believe high-end servic

10、es will be valued by customers We are encouraged by recent positive news on clients long-term commitments to high-end outsourcers With Chinas pending WTO Entry and continued economic growth, we believe its the directionHigh-end outsourcers can win the game by aggressively establishing long-term clie

11、nt base, and targeting various outsourcing opportunities along the value chain Five successful strategies identified for new customer development Telemarketing and value-added information service most likely to be outsourcedCC OURSOURCERS ARE EMERGING BUT STILL EXPLORING (II)-7-TCI SHOULD PARTNER WI

12、TH RIGHT LOCAL CC OUTSOURCERSA partnering strategy is essential for TCI to capture the great opportunities in China TCI lacks a bunch of local capabilities, while time is contingentTCI should target both money making, and money losing tech advanced outsourcers during negotiation process, based on tw

13、o plausible partnership strategies Money making ones: share profits and leverage local strength Money losing ones: control and negotiate for a bargain dealConsidering the limited number of candidates in China and TCIs tight schedule, a broader search can strengthen TCIs negotiation positionFive prom

14、ising outsourcers identified during the interview process Money making ones: China Motion, 800 Teleservices, and Compaq-Star Money losing ones: TCY, ITS Shanghai-8-EC: ONLY SOFTWARE FIRMS AND SIs WORTH PURSUINGAlthough under booming, China E-Commerce market are experiencing bottlenecks Online popula

15、tion and revenues grew 10 times in the past 3 years However, macro-environment and infrastructure are problematic and only few ICP/ISPs are making moneyICP, ISP and technology companies, as a sector, are not worth TCIs pursuit ICP: Market is down while most China ICPs are still at their early stage

16、development ISP: Highly fragmented and regulated, which suffocate both foreign participation and profitability Tech companies: Superior ones can hardly survive in ChinaHowever, several top ventures in the above sectors are quite interesting, which are identified and illustrated in detail for TCIs fu

17、rther interest ICP: ; S; A; D ISP: 263Net; Eastnet -9-TCI-TJ: RSTRUCTURING AND BUILDING STRATEGIC ALLIANCESTCI-TJ experienced difficulties due to both promotion and management issues Though improving, the firm is intrinsically uncompetitive in China marketIt should restructure for better performance

18、 Redefine corporate missions and strategies Restructure project arrangement, reporting, measurement and incentive systems Refocus its sales on Japanese companies in China and in Japan and find strategic alliance for TCIs China expansion TCI should only partner with prestigious local software company

19、 or system integrators Wiseway screened all the potential candidates lists and funneled down 5 most promising companies for TCIs further contact- Longshine; Global eForce; eBIS; Modern Computer; Huateng Software-10-AGENDAExecutive SummaryCall Center Business Market Overview CC Customer Segmentation- In-house users- Outsourcers Demand Customer Economics Competition Recommendations- Success business model- Partnering strategyE-Commerce Market OverviewTCI Tianjin Current Situation Analysis Recommendations