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Analysis of the Contact Center Outsourcing Services Market in Latin AmericaA Frost & Sullivan White Paper for
2 All rights reserved © 2016 Frost & Sullivan
TABLE OF CONTENT
Introduction .........................................................................................................................03
Market overview .................................................................................................................04
Competitive analysis and atento´s positioning in latin america ..................................06
Final remarks .......................................................................................................................09
About atento .......................................................................................................................10
Annex ............................................................................................................................11
Analysis of the Contact Center Outsourcing Services Market in Latin America
3All rights reserved © 2016 Frost & Sullivan
INTRODUCTION
The contact center outsourcing (CCO) services market
in Latin America (LATAM) experienced growth in 2015
in each of its countries when measured in local
currencies. However, due to the strong devaluation of
many Latin American currencies, the market attained
10.05 billion US Dollars in revenue, which represents a
10% decrease compared to 2014. Depending on the
internal dynamics of each market, the overall business
was driven mostly by domestic customer, near and
offshore accounts or a mix of them. Frost & Sullivan
projects that this market will reach $13.3 billion annual
revenues by 2021, experiencing a Compound Annual
Growth Rate (CAGR) of 4.8% in the 2015/2021 period.
KEY FINDINGS
• The contact center outsourcing (CCO) services
market in LATAM experienced mixed results in
2015. The domestic business was impacted by
challenging economic conditions in key countries –
such as Brazil, Mexico and Argentina – which
constrained the domestic demand for this type of
services. Meanwhile, the offshore segment
experienced a strong performance, particularly in
the LATAM-Shore space, and was crucial for the
fastest growing countries in the region, such as Peru
and Central America and the Caribbean (CaCar).
• Accordingly, the number of outsourced contact
center agents grew by 5.5% in 2015 year over year
(YOY) and reached 780,490, whereas the number of
workstations (WK) attained 569,986, a 5.8% YOY
increase. This growth was linked to the strong
momentum in the offshore segments and future
growth expectations.
• Business conditions are expected to improve in the
forthcoming years with positive growth rates in
terms of revenue, contact center agents and
workstations overall. Growth will be driven by the
recovery of the main economies in Latin America
and an increasing acceptance of outsourcing
activities within the domestic markets in the region.
• Moreover, the offshore segment is expected to grow
at a higher pace since Latin America is projected to
consolidate as a global hub for contact center
services, as some of its international competitors in
this industry – i.e. India and the Philippines – are
increasingly less embraced by global customers due
to its raising costs and lack of service quality.
• Atento had a leadership position in the market
overall, by reaching 18.3% market share in 2015,
doubling the revenue of its closest competitor. The
company led the market in 5 of the 7
countries/region contemplated in this investigation.
• Major market participants are looking to become
digital transformation partners for its clients,
providing increasingly complex services including
logistics, finance and accounting, human resources,
software development, document management,
consulting and other BPO solutions.
1 This paper is based on Frost & Sullivan´s report “Analysis of the Contact Center Outsourcing Services Market in Latin America”. For research purposes, in this document Latin America is encompassed by Argentina, Brazil, Chile, Colombia, Mexico, Peru and Central America and the Caribbean (including Guyana and Suriname). Bolivia, Ecuador, Paraguay, Uruguay, and Venezuela are not included in this research.
2 LATAM Shore revenue is generated by serving LATAM consumers from delivery centers located in a different LATAM country, e.g., service provider "X" serving Argentinean consumers from its delivery site in Peru. To revise the forecast assumptions, please refer to the Annex. Front office revenue is generated by customer-facing services, excluding back office and other non-interaction services. For CaCar, Frost & Sullivan collected revenue information in US dollars to simplify the analysis. Source: Oanda Currency Converter; Institute Monetary Fund (IMF); World Bank; Economic Commission for Latin America (ECLAC); Several central banks; Other sources (Latin focus); Frost & Sullivan"
4 All rights reserved © 2016 Frost & Sullivan
MARKET OVERVIEW
Despite the market´s revenue decreased in 2015 by
10% when considered in USD, all the national markets
– Argentina, Chile, Colombia, Brazil, Mexico, Peru and
CaCar – experienced revenue growth if measured in
local currencies. The difference was mainly due to an
unfavorable exchange rate environment shaped by the
decrease in certain Latin American currencies, mainly
the Brazilian real and the Mexican, Colombian and
Argentine pesos.
In this framework, the contact center outsourcing
services market in Latin America is forecasted to regain
positive revenue growth rates in U.S. Dollars by 2017 ,
driven by an expected recovery of the main economies
in Latin America and an increasing acceptance of
outsourcing activities within the domestic markets in
the region. Moreover, the offshore segment is expected
to grow at a higher pace since Latin America is
projected to consolidate as a global hub for contact
center services, as some of its international
competitors in this industry – i.e. India and the
Philippines – are increasingly less embraced by global
customers due to its raising costs and lack of service
quality.
Alongside with the revenue growth in local currencies,
the number of contact center agents maintained its
growth path and reached 780,490 in 2015, a 5.5%
increase when compare with a year ago. With the
exception of Brazil – which had a challenging year
mostly due to the local economy – the rest of the
countries in Latin America experienced positive
evolutions in terms of agents. Moreover these are
forecasted to grow to 1,055,028 in Latin America by
2021, exhibiting a CAGR of 5.2% for 2015/2021.
Meanwhile, the number of workstations increased in
2015 by 5.8% to reach 569,986, driven by new
investments in the region and growth expectations.
Consequently, Latin America will enjoy a workstation´sCAGR of 5.5% in 2015/2021.
INDUSTRY VERTICALS, SERVICES ANDCHANNELS INSIGHTS
• The Telecom & Media and the Banking & Financial
Services (BFS) verticals represent over 70% of the
market´s demand in Latin America. However, the
high maturity of these two segments has elevated
the competitive pressure within them, thus
communications service providers and banks are
increasingly demanding high quality services for
lower prices. Consequently, during the past years
many service providers in the region have been
developing portfolios tailored to other verticals,
such as Retail & Consumer Goods, High Tech,
Insurance, Industry, Travel & Hospitality, Utilities &
Energy, Healthcare and Government & Education.
Source: Frost & Sullivan
3 To revise the forecast assumptions, please refer to the Annex.
Total Contact Center Outsourcing Services Market: Revenue Forecast, LATAM, 2015–2021
Analysis of the Contact Center Outsourcing Services Market in Latin America
5All rights reserved © 2016 Frost & Sullivan
As a result, the overall share of Telecom and Media
and BFS has been reduced in the last 4 years, while
segments such as Healthcare, High Tech, Utilities &
Energy and Travel & Hospitality have outgrown
them. This trend is expected to continue in the
forthcoming years.
Telecom & Banks accountfor 70% of the market,
but alternative verticals outgrow them
• In terms of outsourced service functions, customer
service accounts for over half of the market´s revenue, while the rest of traditional contact center
services – sales, tech support and help desk and
collections – accounts for close to 35% of the
business. Although back office and non-interaction
services - such as logistics, finance and accounting,
infrastructure solutions, human resources, software
development, document management, consulting,
and other specialist services/knowledge process
outsourcing (KPO) – only represent slightly more
than 10%, they are expected to increase its
participation in the overall business in the upcoming
years, as major service providers are looking to
diversify its service portfolio to avoid market´s commoditization.
• Although omni-channel customer experience is a
key part of the shift toward a new digital landscape,
the actual demand for this type of solutions is
progressing not as fast as originally expected. Many
service providers recognize there is a significant
interest among Latin American organizations about
implementing an omni-channel solution, but the
challenging economic conditions are pressuring their
technology budgets. While the voice channel still
represents close to 90% of the front office revenue
in the region by 2015, the alternative channels –
such as chat & web collaboration, social media,
email, SMS (Short Message Services), face to face and
others – are expected to account for 15.5% of the
market in 2021.
Digital Channels will representover 15% of the business in 2021
5 KEY GROWTH OPPORTUNITIES
Frost & Sullivan identifies 5 key growth opportunities
for Latin American CCSPs that will play a prominent
role in the market´s evolution in the years to come.
Market participants that want to grow and expand will
need to follow these trends to develop a best of breed
value proposition.
• Innovation & Transformation. Many organizations
perceive most CCSPs in LATAM as merely call
center providers, lacking innovation and business
transformation emphasis and focusing on a cost-
saving value proposition. Consequently, CCSPs must
elevate its messaging by raising it above outsourcing
and call centers, forging new narratives around
business innovation and digital transformation
capabilities.
4 Front office revenue is generated by customer-facing services, excluding back office and other non-interaction services.
FutureGrowth
Innovation and
Transformation
CX Analytics Nearshoring
Vertical Industry Market
Omnichannel
6 All rights reserved © 2016 Frost & Sullivan
• Omni-channel Customer Experience is a key part
of the shift toward a new digital landscape, and one
of the top strategies and business priorities, both for
large global brands as well as midsized businesses.
Consequently, CCSPs must conceptualize,
implement, and integrate holistic customer
engagement tools, encompassing all channels of
interaction such as voice, Web, email, mobile, social
media, and in-person services.
• Customer Experience Analytics allow
organizations to turn massive amounts of Big Data
into Small Data that is actionable to improve the
customer experience. CCSPs must become an
enabler for this service, and track and understand
the customer journey, to provide greater value to
its clients in their customer relationship
management initiatives.
• Industry Vertical Marketing is a strong area for
differentiation and growth for CCSPs in the LATAM
market, especially as general industry use cases such
as telecommunications and financial are growing at
a slower pace. Therefore, CCSPs must develop
industry vertical-specific content marketing assets,
aligning the solution messaging with key
transformation themes and use cases.
• Nearshoring is a rapid growth route for service
providers in LATAM and it is expected to generate
$1.41 billion in additional revenue during the
2016/2021 period. Consequently, this segment
represents a growth opportunity for the LATAM
CCSPs, which must present the benefits of sourcing
with the firm, from a cost perspective as well as
from a strategic and value-added standpoint.
COMPETITIVE ANALYSIS ANDATENTO´S POSITION IN LATIN
AMERICA
From a competitive standpoint, LATAM is the most
concentrated market worldwide, since the 3 major
market participants account for 34.6% of the total
market revenue, while in other regions – such as North
America, Europe or Asia-Pacific – this figure doesn´tsurpass 20%. In this framework, large multinational
service providers are responsible for 57.2% of the
revenue generated in the LATAM market, while regional
market participants account for 14% and local players
for the remaining 28.8%. The increasing number of
merger & acquisitions in the region is expected to
increase the weight of global companies in future years,
as many of them seek inorganic growth by acquiring
companies with a smaller size in the region.
The competitive dynamics of each country-market is
different and it depends on several factors such as the
number of global market participants, the size of local
players, the appetite for outsourcing in the contact
center field, the size of the talent pool with suitable
skills, costs of workforce, infrastructure and utilities,
historical factors, and the economic and political
scenario of each country. Furthermore, while some
countries positioned as a low-cost hub in the region,
others have specialized in more complex services and
many service providers are evolving its value
proposition towards BPO and ITO services.
Atento was the market leader in the region overall in
2015, more than doubling the market share of its next
competitor. Furthermore, the company holds the first
position in Argentina, Brazil, Chile, Mexico, Peru and the
LATAM-Shore segment, and is among the top 5
competitors in Colombia. It is relevant to mention that
the top 5 competitors in Latin America include 4 global
service providers with capacity in several countries in
the region and worldwide and a Brazilian-based market
participant – focused entirely in the domestic business
in that country.
Analysis of the Contact Center Outsourcing Services Market in Latin America
7All rights reserved © 2016 Frost & Sullivan
COMPETITIVE ANALYSIS PERCOUNTRY/REGION - 2015
LATAM-SHORE
The provision of services to Latin American customers
from delivery centers located in other countries in the
region has been one of the fastest growing market
segments during the last 5 years. This process began in
2008-2009 with Chilean companies shoring its contact
center services to service providers in Peru and – with
a lesser extent – in Colombia, and intensified in 2010-
2011 with Argentinean enterprises following a similar
path. Currently, organizations all over the region
leverage this business modality which also contemplates
offshoring to Mexico and CaCar, depending on the
client´s specific needs. Consequently, the LATAM-
Shore segment is forecasted to expand at a 11.1%
CAGR in 2015/2021. Atento led this market segment in
2015 with 19.4% of the revenues generated, fulfilling its
demand from delivery centers in Peru, Colombia,
CaCar and Mexico.
ARGENTINA
The Argentinean market increased its revenue by 7.8%
in 2015 and generated $ 827.1 million, significantly
benefited by the exchange rate evolution of the Peso
compared to the U.S. Dollar. However, in Argentinean
Pesos the revenue evolution was disappointing and
achieved a growth rate of 31.5%, below the national
inflation index (close to 30%), mostly due to the
national economic downturn. The market is going
through a difficult situation in the last years due to a
rise in internal costs and loss of international
competitiveness. As a result, market participants in
Argentina serve domestic customers exclusively, with
the exception of few offshore customers which
generate minor business impact. Atento lead the
Argentinean market with 19.7% of share in 2015, with
close to 7,000 agents across several delivery centers in
the City of Buenos Aires and the Provinces of Buenos
Aires, Córdoba and Tucumán.
BRAZIL
In 2015 Brazil attained $4.12 billion revenues and
accounted for 41.1% of the total Latin American CCO
market, despite experiencing a 22.6% year over year
decline due to the national political and economic crisis
and the devaluation of the Real. The market´sperformance improves when measured in Brazilian
Reais, in which the revenue grew by 4.1% YoY, reaching
R$ 12.96 billion. The number of agents and
workstations increased by 2% in 2015 as well, driven by
local accounts´ demand.
Market Participant 1°
Market Participant 2°
Market Participant 3°
Market Participant 4°
Market Participant 5°
Latin America 18.3% (Atento) 8.8% 7.5% 7.5% 2.7%
LATAM-Shore 19.4% (Atento) 12.4% 11.8% 5.7% 3.8%
Argentina 19.7% (Atento) 15.6% 9.2% 8.9% 8.7%
Brazil 25.6% (Atento) 18.2% 6.8% 6.5% 6.4%
Chile 25.2% (Atento) 13.6% 13.2% 7.5% 5.2%
Colombia 13.1% 13.0% 12.4% 6.9% 6.5% (Atento)
Mexico 16.9% (Atento) 16.6% 9.2% 7.5% 4.3%
Peru 34.7% (Atento) 16.3% 10.4% 7.3% 6.7%
CaCar 9.6% 9.4% 8.8% 8.4% 7.2%
8 All rights reserved © 2016 Frost & Sullivan
Atento increased its market share in Brazil in 2015 and
lead the market with 25.2% of the revenues, its second
highest participation in the region after its share in
Peru.
CHILE
The Chilean market exhibited a 3.6% YoY decrease in
2015 and totaled $ 315.3 million, mostly focused on its
domestic business, while experiencing a mild
improvement of the national economic conditions, as
well as an increased level of outsourcing in the contact
center space. Chile was negatively affected by a 14.6%
devaluation of the Chilean Peso, currency in which the
market grew at 10.5%. Atento held the 1st position in
the market, after increasing its participation and
augmenting the gap with the second market participant
in market share. The company exhibited a market share
of 25.2%, almost doubling its next competitor´sparticipation.
COLOMBIA
Colombia suffered a revenue decline of 11.5% in 2015,
highly impacted by the devaluation of the Peso against
the U.S. Dollar. The market performance was much
more positive measured in Colombian Pesos (21.2%
revenue growth YoY), as the currency devaluated 36.9%
against the US Dollar in 2015. Colombia is one of the
most competitive markets in the region, since many
CCSPs have entered or expanded its capacity in the
country in the last years, due to low cost, convenient
incentives and government support. Atento holds the
5th position in the market based on the domestic,
Spanish and Latam-Shore segments.
MEXICO
Mexico attained $ 1.44 billion in 2015, 8.5% less than a
year ago, due to poor performances in the domestic
and offshore segments. The devaluation of the Mexican
Peso was particularly relevant in this result, due to the
19.4% devaluation against the US Dollar. As a matter of
fact, the market grew in local currency by 9.2%.
Nevertheless, Mexico experiences growth challenges as
the major communications service providers maintain
in-house or captive a significant portion of its contact
center services. Atento led the overall market with a
share of 16.6% in 2015, slightly above its participation
in 2014. The company´s market share grows to 28.7%
- four times its closest competitor´s share – when
considering only the domestic Mexican business.
PERU
The Peruvian market has been experiencing a sustained
rapid growth trajectory since the consolidation of the
Latam-Shore segment several years ago. In 2015, Peru
achieved a 9.2% YoY revenue growth in US Dollars
(22.6% in Peruvian Soles), the highest in Latin America,
and reached revenues of $ 439.5 million. This growth
was fueled both by Spanish, Chilean and other Latin
American customers, and domestic businesses which
are increasingly accepting outsourcing as a valid
business alternative for customer relationship
management. Atento enjoyed the highest market share
held in any Latin American country (34.7%) in 2015 –
slightly above 2014 –, sustained by close to 14,000
agents based in the biggest contact center campus in
the region – situated in Lima – as well as in other
delivery centers in Lima and Trujillo.
CACAR
CaCar is the most competitive sub-region in Latin
America, as none of the top 5 market participants
surpass the 10% figure in market share. Moreover,
alongside with Mexico and Colombia, the top 5 market
participants in CaCar are global CCSP´s, heavily
focused in nearshoring due to the noticeable
advantages this region offers for U.S. customers, such
as cultural affinity, similar time zones, geographical
proximity and English speaking workers available at low
costs.
Analysis of the Contact Center Outsourcing Services Market in Latin America
9All rights reserved © 2016 Frost & Sullivan
CaCar is the only market in the region where Atento
is not within the top 5 competitors, as it is led by
companies with a strong presence in the United States.
However, Atento holds the 1st place in the domestic
business in CaCar fueled by its strong footprint in
Puerto Rico, El Salvador and Guatemala.
FINAL REMARKS
The CCO market in LATAM will experience sustained
growth in the forthcoming years, the general
improvement of economic conditions and an increasing
acceptance of outsourcing as a valid business strategy
will drive solid growth in the market, accompanied by
new investments in the region and an increasing
number of contact center agents. Therefore, the
domestic businesses in the region are expected to
recover, but the strongest growth will be witnessed in
the offshore markets. While the nearshore space will
be benefited by many US organizations expected to re-
shore its contact centers operations from India and the
Philippines to Latin America (due to increasing
dissatisfaction with Asian-based CCSPs), the Latam-
Shore segment will continue to feed on Argentinean
and Chilean companies looking for great service quality
at lower price points.
However, CCSP´s which want to stay relevant in the
marketplace must evolve its value proposition and
develop tailored solutions to walk the digital
transformation era alongside with its clients. Cost-
based competition is increasingly less effective in this
space as organizations expect service providers to
deliver value-added services and to play a relevant role
in internal process enhancement. At the same time,
regional market participants must deliver a prominent
hand in their clients’ sourcing strategies, finding the best
location to serve each customer according to its
business needs.
Meanwhile, the consolidation of the generations “Y” –
those born between 1980 and 2000 – and “Z” – born
in the new millennium – as consumers is forcing the
CCSPs to rapidly adapt to the way the younger
generations want to communicate. As such, developing
omni-channel solutions and mastering the use of digital
channels of interactions is increasingly becoming a
must-have in the marketplace. Furthermore, the digital
channels are adding complexity to listening to the Voice
of the Customer, a competitive weapon that every
CCSP must leverage to feed actionable data to its
clients to improve the customer experience.
From a general business perspective, the customer
experience is increasingly recognized as a major
competitive weapon in today´s world. Consequently,
mastering the customer relationship management is
now a matter of survival and a first priority for
enterprises in all industry verticals, and partnering with
the adequate CCSP may be the key to stay relevant in
the marketplace. The secret recipe consists on building
future growth common paths between the contracting
party and the service provider, accomplishing both
business goals by embracing the innovation and use of
state-of-the-art technology.
ABOUT FROST & SULLIVAN
Frost & Sullivan, the Growth Partnership Company, works in collaboration with clients to leverage
visionary innovation that addresses the global challenges and related growth opportunities that will make orbreak
today’s market participants. For more than 50 years, we have been developing growth strategies for the Global
1000, emerging businesses, the public sector and the investment community. Is your organization prepared for
the next profound wave of industry convergence, disruptive technologies, increasingcompetitive intensity, Mega
Trends, breakthrough best practices, changing customer dynamics and emerging economies?
visit ww2.frost.com
10 All rights reserved © 2016 Frost & Sullivan
ABOUT ATENTO
Atento is the largest provider of customer relationship management and business process outsourcing (CRM
BPO) services in Latin America, and among the top three providers globally, based on revenues. Atento is also a
leading provider of nearshoring CRM/BPO services to companies that operate in the United States. Since 1999,
the company has developed its business model in 13 countries where it employs more than 150,000 people.
Atento has over 400 clients to whom it offers a wide range of CRM/BPO services through multiple channels.
Atento's clients are mostly leading multinational corporations in sectors such as telecommunications, banking
and financial services, health, retail and public administrations, among others. Atento´s shares trade under the
symbol ATTO on the New York Stock Exchange (NYSE). In 2016, Atento was named one of the World´s 25 Best
Multinational Workplaces by Great Place to Work®. For more information, visit www.atento.com
Analysis of the Contact Center Outsourcing Services Market in Latin America
11All rights reserved © 2016 Frost & Sullivan
ANNEXForecast Assumptions
• For this forecast, Frost & Sullivan has considered the
currency exchange rates exhibited below. With the
exception of Argentina, the exchange rate for the
2017 to 2021 period has been considered stable.
• For the case of Argentina only, a new exchange rate
is projected for the entire forecasted period
because a yearly devaluation of the Argentinean
peso is widely expected in these years, along with
high inflation rates.
• Major economic or political changes, supplier
mergers and acquisitions, and other future events
could have a considerable impact on these forecasts.
Currency Exchange Rates
For reference, the following are the yearly average
exchange rates used in Frost & Sullivan's analysis (local
currency per 1 US dollar) . For 2016, the exchange
rates used are the average for the period between
January 1 and July 28:
Methodology Notes
• The base year is 2015, and the forecast period is
from 2016 to 2021.
• All revenues are denominated in US dollars, unless
specified otherwise.
• For the purpose of this report, revenue is allocated
to the fulfillment region and not to the region where
the contract is signed. For example, if CCSP "X"
signs a contract with a client in the United States
and fulfills the services from its delivery centers in
Mexico, then the revenue related to the fulfillment
is allocated to Mexico.
• However, exclusively for the Offshore Markets
breakdown, revenue allocation is for the country
where the consumer is located. For example, if
CCSP "Z" signs a contract with a company in the
United States to provide services to customers
located in Mexico, then the revenue will be allocated
to Mexico and not to the United States. Where the
client is based and the contract is signed is
irrelevant.
• All revenues and market share figures represent
Frost & Sullivan estimates based on primary and
secondary research and analysis. Because of
rounding, percentages in charts and tables may not
sum to 100%.
Country 2014 2015 2016(F) 2017 2018 2019 2020 2021
Argentina 8.1 9.2 14.7 16.9 18.6 19.9 21.4 22.8
Brazil 2.3 3.1 3.6 3.6 3.6 3.6 3.6 3.6
CaCar* 1.0 1.0 1.0 1.0 1.0 1.0 1.0 1.0
Chile 570.3 653.6 679.6 679.6 679.6 679.6 679.6 679.6
Colombia 1985.2 2718.4 3071.3 3071.3 3071.3 3071.3 3071.3 3071.3
Mexico 13.3 15.9 18.1 18.1 18.1 18.1 18.1 18.1
Peru 2.8 3.1 3.3 3.3 3.3 3.3 3.3 3.3
5 For CaCar, Frost & Sullivan collected revenue information in US dollars to simplify the analysis. Source: Oanda Currency Converter; Institute Monetary Fund (IMF); World Bank; Economic Commission for Latin America (ECLAC); Several central banks; Other sources (Latin focus); Frost & Sullivan"
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