Contact center applications are looking up in the land down under, with the Australian market anticipated to grow by 38.9 percent from 2012 to 2019, according to a recent report by market research firm Frost & Sullivan.
The healthy growth rate is related to Australia’s relatively small marketplace combined with growing demand from companies that are starting to adopt cloud-based contact center solutions, according to the company’s analysts.
"Organizations are increasingly evaluating alternative solutions offering similar capabilities with more flexible deployment and payment models,” explained Audrey William, head of research, ICT practice, Frost & Sullivan ANZ. “This is driving demand for hosted and hybrid solutions, where vendors such as Interactive Intelligence have been particularly successful."
Frost & Sullivan reports the Australian contact center applications market grew 11.3 percent in 2012 from the previous year. Growth will level off in coming years, but still register at an impressive 6.2 percent CAGR from 2012 to 2019.
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The industry is in flux as companies evaluate the advantages of hosted, cloud-based contact centers solutions versus more traditional on-site solutions. The majority of the market still uses on-site solutions, but as providers of cloud-based solutions address concerns about security and reliability, continued growth in hosted solutions is expected.
Frost & Sullivan found that although almost two-thirds of Australian organizations use on-site contact center solutions, 60 percent of those organizations are likely to evaluate or deploy cloud based solutions in the next two years.
"As momentum gathers towards third party hosted and delivered contact center solutions, telcos with their network expertise, will be advantageously positioned to capitalize on this trend,” Williams said. “Telcos will be well positioned to leverage their market reach to offer bundled solutions. Telstra and Optus have strong vendor partnerships to go with their carrier and local data center capabilities. Additionally, global telcos such as BT are strengthening their market presence through vendor partnerships."
Frost & Sullivan surveyed 227 IT decision makers in Australia in July 2013 for its report Australian Contact Centre Market 2013.