A

PROJECT REPORT ON

INTELENET GLOBAL SERVICES

PVT.LTD.

ENTITLED AS

“STUDY OF EFFECT OF MARKETING IN MOBILIZATION IN BPO

”

IN PARTIAL FULFILLMENT OF 02 YEAR FULL TIME COURSE

MASTER OF BUSINESS ADMINISTRATION (MBA)

PREPARED AND PRESENTED BY

MR. VITTHAL .B BHAWAR

(Enroll No: - 4740800426)

Under the guidance of

MR. SANTHOSH HERKAR

(Manager in Kotak Mahindra Life Insurance)

Submitted to

Annamalai University

Intelenet Global Services Pvt.Ltd.

 Annamalai Nagar-608002
(Tamilnadu)

Declaration

I, Vitthal Baburao Bhawar student of Annamalai University,

Annamalai Nagar Tamilnadu

MBA course of NIS Academy Aurangabad hereby submit my project entitled as “Study
of effect of

Marketing in mobilization in BPO segment” in the academic year 2009-2010.

The subject matter contain in this project is research & most of the work
carried out in

this project is original and was done under the guidance Prof. Rajlaxmi
Bhosale ,And Mr.Santhosh Herkar

However this material has been picked up, has been used to enhance the clarity of the
hypothesis

and has been used for the academic purpose only.

Also no part of this project may be used and reproduce by other, either
accidentally or

commercial without the written consent of author & his/her guide.

Your sincerely

Signature of the student

Date:

2
Place:

ACKNOWLEDGEMENT

With immense pleasure, I would like to present this project

report for intelenet global services Pvt.ltd Aurangabad. It has been an
enriching experience for me to undergo my summer internship program at
intelenet global services pvt.ltd., which would not have possible without the
goodwill and support of the people around. As a student Of The Nis Academy
(Reliance Anil Dhirubhai Ambani Group).I would like to express my sincere
thanks too all those who helped me during my practical training programme.

Words are insufficient to express my gratitude toward Mr.

Santhosh Herkarin,The Manager in Kotak Mahindra Life Insurance we
know research work needs hard work, keen insight and long patience with
scholarly vision based on content operation hence it becomes a humble duty to
express my sincere gratitude to Mr. Nitin Gaikwad ,Intelenet Global
Services Pvt.Ltd.who helped me at every step whenever needed Intelenet
Global Services Pvt.Ltd.. At last but not least my grateful thanks is also
extended to Mr. Ganesh Salunke (Director’ The NIS Academy Reliance Anil
Dhirubhai Ambani Group). And my thanks to all my faculty members for the
proper guidance and assistance extended by them. I am also grateful to my
parents, friends, Mr. Sachin Satpute, Mr.Shivaji Tidke & Miss. Swapna Deshmukh
to encourage & giving me moral support.

However, I accept the sole responsibility for any possible error of

omission and would be extremely grateful to the readers of this project report if
they bring such mistakes to my notice.

3
 VITTHAL BHAWAR

Annamalai University

Annamalai nagar

Tamilnadu

Preface

Decision making is a fundamental part of the research process. Decisions

regarding that what you want to do, how you want to do, what tools and techniques
must be used for the successful completion of the project. In fact It is the researcher’s
efficiency as a decision maker that makes project fruitful for those who concern to the
area of study.

Basically when we are playing with computer in every part of life, I used it in my project
not for the ease of my but for the ease of result explanation to those who will read this
project. The project presents the role of Study of effect of marketing in mobilization in
BPO segment

4
I had toiled to achieve the goals desired. Being a neophyte in this highly competitive
world of business, I had come across several difficulties to make the objectives a
reality. I am presenting this hand carved efforts in black and white. If anywhere
something is found not in tandem to the theme then you are welcome with your
valuable suggestions.

EXECUTIVE SUMMERY

The MBA programme is well structured and integrated course of

business studies. The main objective of practical training at MBA level is to develop skill
in student by supplement to the theoretical study of business management in general.
Industrial training helps to gain real life knowledge about the industrial environment

5
and business practices. The MBA programme provides student with a fundamental
knowledge of business and organizational functions and activities, as well as an
exposure to strategic thinking of management.

In every professional course, training is an important factor. Professors

give us theoretical knowledge of various subjects in the college but we are practically
exposed of such subjects when we get the training in the organization. It is only the
training through which I come to know that what an industry is and how it works. I can
learn about various departmental operations being performed in the industry, which
would, in return, help me in the future when I will enter the practical field.

In todays globalize world, where cutthroat competition is prevailing in

the market, theoretical knowledge is not sufficient. Beside this one need to have
practical knowledge, which would help an individual in his/her carrier activities and it is
true that “Experience is best teacher”.

INDEX
Sr.n Topics Page No
o

6
 1. Objectives of Project 7

Introduction
2 8

Types Of Mobilization In Bpo Segment

3 14

Company Profile & Overview 28

4

Project Analysis
5 30

Gl
obal Scenario
6. 40

Industrial Analysis
7. 43

Scope And Limitation

8. 44

Major Bpo Center In India

9 45

Research and Methodology

10. 49

OBJ0ECTIVES OF THE PROJECT

7
  To understand the basics of the telecom sector industry and effect of the BPO
service strategies in Indian market.

 To know details of BPO

 To know details of Intelenet Global Services Pvt .Ltd.

 Performance and progress of BPO Industries

8
 INTRODUCTION
(BPO)

Around 30 years ago in the USA, the travel and hospitality industry
began to centralize their reservation centers into what we would recognize now
as huge call centers. This happened at around the time the first large-scale
high-volume premise-based telephone switches became available. Banks have
also used them since the 1970s at least, and later in that decade, with the rise
of the catalogue shopping movement and outbound telemarketing, call centers
became a staple within many industries. Each industry, however, had its own
way of operating centers, its own standards for quality, and its own preferred
technologies. This trend persisted until early in the 1990s, when call center
managers became more recognized as having a consistent set of skills and an
operational knowledge.

Technologically speaking, call centers have advanced in the last ten

years. Earlier, it was
just a labour intensive department trying to handle some customer queries.
Now, it is supposed to be a vital link in the entire process of marketing and
improving customer interaction. Unlike an airline reservation where the queries
are generally simple and easy to handle, requirements of a technology customer
support are different and need technical knowledge. A pre requisite for any call
handling person is extremely good customer relationship skills and command
over language accent.

India has woken up to the call of Business Process outsourcing and

is fast paving its way
to become the largest hub of call centers(BPO) in the world. Taking leverage
from this growing phenomenon, Call Centers(BPO) in India has devised a clear
and competent business strategy where in you post in your query and we act as
an intermediary, forwarding your requirements to our concerned (BPO)call-
center-service providers. In this manner, our motive of providing complete
support to our customers in terms of answering any of their queries remains
fulfilled. Call Centers (BPO)in India is a leading Indian customer care
organization, having alliances with leading BPOs in India who ensure fast and
prompt service. We offer a range of blended customer care services including
inbound and outbound voice services, E-mail management, telemarketing
services, data conversion, claim processing, real-time web-based chat services
to global clientele and the like. A call center is traditionally defined as a physical

9
location where calls are placed or received in high volume. This may be for the
purpose of sales, marketing, customer service, telemarketing, technical support,
or other specialized business activities.

DEFINITION

A Business Process Outsourcing or call center is a physical place where

customer and other telephone calls are handled by an organization, usually with
some amount of computer automation. Typically, a call center has the ability to
handle a considerable volume of calls at the same time, to screen calls and
forward those to someone qualified to handle them, and to log calls. Call centers
are used by mail-order catalog organizations, telemarketing companies,
computer product help desks, and any large organization that uses the
telephone to sell or service products and services. Two related terms are virtual
call center and contact center.

Call center is a centralized office of a company that answers incoming

telephone calls from customers or makes outgoing telephone calls to customers.
They can handle a considerable volume of calls at the same time and can also
log calls. It is the focal point of customer service for most companies today.
Using a variety of technologies including computer automation, call centers
connect the customer and the organization to meet customer’s need in real
time. Centers have application in many industries offering customer service.
Many organizations use call centers to solicit clients or customers for new sales
or donations and contributions. They can also be used to accomplish surveys of
customer satisfaction or public opinion. Call centers also known as contact
centers.

Call centers can be any of the following:

 Huge telemarketing centers

10
  Fund-raising and collection organization

 Help desks, both internal and external

 Outsourcers (better known as service bureaus) that use their large

capacity to serve
Lots of companies
Reservation centers for airlines and hotels Catalogue retailers "E-tailing" centers
and e-commerce transaction centers that don't handle calls so much as
automated customer interactions

BPO [Business Process Outsourcing]

BPO has been the latest mantra in India today. As the current sources
of revenue face slower growth, software companies are trying new ways to
increase their revenues. BPO is top on their list today. IT services companies are
making a quick entry into the BPO space on the strength of their existing set of
clients. We hope to address all issues related to BPO in India on this portal.
Business process outsourcing is the fastest growing segment in the outsourcing
market as of now and involves outsourcing back office operations and other
business processes like customer relationship management, customer call
centers, telemarketing, Payroll maintenance, finance/accounting management
among others to offshore destinations. By outsourcing their business processes
the companies can increase their productivity, cut operational costs, provide
better customer service, beat competition and in turn concentrate on their main
operations by shifting their back office operations to offshore destinations.

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These are the reasons that companies no matter how big or small they are
prefer to outsource their operations and in a frantic pace they have turned this
normal phenomena in to a major hype. The Business process outsourcing
industry is opening up and people are beginning to realize that outsourcing is a
win-win situation for everyone and a trend that is as unavoidable as
globalization itself.

1. The basic or traditional type of outsourcing services. It is to curtail direct

costs, such as
Hard ware and software maintenance and operation costs.

2. Outsourcing helps lower "indirect" costs and achieves efficiencies in areas

related to
business processes this is termed Business Process Outsourcing.

3. The Business Transformation Outsourcing. In today’s world BPO has changed

from definition to buzzword.
BPO today directly means to the second type of outsource that is
outsourcing the 'lower indirect costs.
‘Now-a day companies prefer to outsource these services. It is a new concept.
"Call Centers" are the BPOs
that outsource only the customer care. In simple language the BPO or
Business Process Outsourcing is the
delegation of one or More business processes to an external service provider
who in turn provides services
for the selected process based on certain defined and measurable
performance criteria specified by an
organization. This generally involves an organization's non-core processes.
BPO companies are the companies who extend the
services to the outsourcing
companies. Companies believe assigning lower cost business processes to
the BPOs will provide superior
service more responsively at lower cost. As customer care is a low cost and
clumsy business process,
companies prefer to assign it to outsource to the Business Process
Outsourcing companies

12
Business process outsourcing (BPO) contains the transmission of processes
along with the
associated operational activities and responsibilities, to a third party with at
least a guaranteed
equal service level and where the client contains a firm grip over the (activities
of the) vendor for mutual long term success. BPO is positively related to the
search for more efficient organizational designs, cost reduction, productivity
growth and innovative capabilities. Hence, it is a source for strategic advantage.
Traditionally, BPO is undertaken by manufacturing firms. For instance Coca Cola,
where almost the entire supply chain is outsourced and the company is
essentially becoming a marketing organization. However, BPO is nowadays
rapidly conquering the service oriented firms as well. A well-known example is
provided by the Bank of America, who outsourced their entire HR function to
Exult, one of the leading Human Resources BPO vendors.

BPO is often divided into two categories:

 BACK OFFICE OUTSOURCING –

It includes internal business functions such as billing or purchasing

 FRONT OFFICE OUTSOURCING –

it includes customer-related services such as marketing or tech support The
endless opportunities IT provides, stimulates (cross-border) BPO activities. BPO
that is contracted outside a company's own country is sometimes called
offshore outsourcing. BPO that is contracted to a company's neighboring
country is sometimes called near shore outsourcing. Use of a BPO as opposed to
an application service provider (ASP) usually also means that a certain amount
of risk is transferred to the company that is running the process elements on
behalf of the outsourcer. BPO includes the software, the process management,
and the people to operate the service, while a typical ASP model includes only
the provision of access to functionalities and features provided or 'served up'
through the use of software, usually via web browser to the customer. BPO is a
part of the outsourcing industry. It is dependent on information technology;
hence it is also referred to as information technology enabled services or ITES.
Knowledge process outsourcing and legal process outsourcing are some of the

13
subsets of business process outsourcing. Companies are moving their non-core
business processes to outsource provider’s i.e. call center. If a bank shifts work
of a 1000 people from US to India it can save about $18 million a year due to
lower costs in India.
BPO saves precious management time and resources and allows
focus while building upon core competencies. The list of functions being
outsourced is getting longer by the day. Call centers apart, functions outsourced
span purchasing and disbursement, order entry, billing and collection, human
resources administration, cash and investment management, tax compliance,
internal audit, pay roll...the list gets longer every day. In view of the accounting
scandals in 2002 [Enron, WorldCom, Xerox etc], more and more companies are
keen on keeping their investors happy. Hence, it is important for them to
increase their profits. BPO is one way of increasing their profits. If done
well, BPO results in increasing shareholder value.

KPO (KNOWLEDGE PROCESS OUTSOURCING)

KPO, Knowledge Processing Outsourcing It is essentially an offshoot of

BPO. It is the high end activity of the BPO industry and is estimated to have a
magnificent growth in the coming years. It is a wave that has lashed the Indian
shores and aims to tap the Indian talent in the fields that require expertise and
enhanced knowledge. In short, KPO involves off shoring of knowledge intensive
business processes that require specialized domain expertise.

India's Intellectual Potential

India's intellectual potential is the key factor for India being the favored
destination for KPO
industry. India has a large pool of knowledge workers in various sectors and
their talent is being discovered and tapped by leading businesses across the
globe. Cost savings, operational efficiencies, access to a highly talented
workforce and improved quality are all underlying expectations in off shoring
high-end processes to India.

 KPO Services Outsourced to India

 India is a good outsourcing location. There are several services that can
be outsourced to India:
 Research & Development

 Business and Technical Analysis

14
  Learning Solutions

 Animation & Design

 Business & Market Research

 Pharmaceuticals and Biotechnology

 Medical Services

 Writing & Content Development

 Legal Services

 Intellectual Property (IP) Research

 Data Analytics

 Network Management

 Training & Consultancy

Challenges in KPO

KPO is an outsourcing industry that delivers high value to organizations in terms

of domain based processes and business expertise. The industry demands
advanced analytical and specialized skill of knowledge workers and therefore
faces several challenges.

The major challenges faced by KPO are:

 Maintaining higher quality standards

 Investment in infrastructure

 Requirement of higher level of control

 Lack of talent pool

15
  Enhanced risk management

TYPES OF MARKETING IN
MOBILIZATION
IN BPO SEGMENT

Business Process Outsourcing may be divided into

various types according to their functions and areas of operation.Most

16
commonly Business Process Outsourcings are divided into inbound call
center and outbound call center. In an inbound call center, agents receive
calls from customers who need to obtain information or report a mal function.
In an outbound call center, agents initiate a call to a
customer mostly to sell a product or a service.

Types of segment in Business Process Outsourcing

1. CRM Call Center

2. Inbound Call Center

3. Interactive Call Center

4. Outbound Call Center

5. Phone Call Center

6. Tele-Marketing Call Center

7. Virtual Call Center

8. Web Enabled Call Center

CRM Call Center

The CRM software integrates all the forms of customer contact into a
central history database where they can be retrieved or viewed together. Using
CRM software, a customer issue can be tracked from the original point of
contact through to resolution.

17
 CRM call centers help companies realign their entire organization
around customers. And thus, is a strategic business initiative. Sales, Marketing
and Service as well as other groups are connected and coordinated through the
CRM applications. Before a call is made to the customer, all recent activity for
that customer should be reviewed to be informed of recent events. Then a sales
strategy needs to plan based upon observed opportunities. The use of CRM
software in the Business Process Outsourcing allows the assignment of a value
to each customer if the culture supports that philosophy.

With that feature, one can choose how to interact with that
customer. CRM helps the company identify most valuable customers and
understanding their lifetime values. Using CRM, the call centers design the
organization systems and service to best meet the needs of customers and
maximize their value. CRM is intended for long-term relationship building.
Besides capturing the different forms of customer interaction, CRM allows you to
capture and store all available customer information in the central history
database. This allows agents the ability to pull up a customer's entire history
while the two interact. Communication and service are more effective and
efficient. Most CRM products also track trends in purchasing and customer
feedback.

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Inbound Call Center

An inbound centre is one that handles calls coming in

from outside, most often through toll free numbers. These calls are primarily
service and support calls, and inbound sales. The services of inbound call
centers are designed to handle catalog orders, help desk queries, dealer
locations and more. They offer customized services that are designed to meet
there quirements of all kinds of businesses. The inbound call centre
professionals process calls and integrate Interactive Voice Response (IVR)
and/or Internet services to sell additional product send offer services in a
dedicated environment.

They also integrate customer care services, predict

customer behavior and take action, while the customers are still on the line. The
inbound call center employ a dedicated team of live operators, account
representatives and program managers. Offering 24/7 operator availability for
the customers, these call centers provide round-the-clock account management.
The teams of qualified and trained operators understand the business, products
and services and perform to deliver their best. Using advanced telephone
service technology and programming, these call centers lay great emphasis on
attention to detail in messaging and reporting of all inbound calls. Inbound call
centers offer communication services specifically designed to maximize the
efficiency of direct marketing efforts or to be a part of the technical support
team of the clients.

They work together with you as a partner building a

strong, successful long-lasting relationship with customers. Inbound Call Center
offer
Business Process Outsourcing

 Skilled, professional, customer support and technical service

representatives

 Improved market coverage

 Faster ramp-up, launch, and roll-out of new campaigns

 Experience with programs similar to yours

 Rapid response to market conditions

 Account management expertise

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  Enhanced reporting capabilities

 Market testing capabilities

Interactive Business Process Outsourcing

Interactive call center is a central point in an enterprise from which all customer
contacts are managed. These include one or more online call centers. More
companies are turning to interactive providers to outsource everything from
lead generation and survey calls to order processing. They provide great
opportunity to improve customer service levels, increase productivity and save
money. The only secret behind interactive call centers is a technology known as
interactive voice response (IVR) that automates interaction with telephone
callers. Customers require high levels of availability and interactivity and IVR is
one of the most essential way of providing 24 hours service.

 Provide 24x7 custom, friendly services, cost-efficiently.

 Offer nationwide customer "self service" with optional redirect to live

agents.

 Automate routine and complex transactions that traditionally required

processing by anagent.

 Eliminate the cost of staffing for unpredictable peaks and valleys of

incoming calls.

 Avoid the expense of training agents and installing cutting-edge call

center equipment.

 Provide high-response capability for weekends and off hours

Outbound Call Centre

The success of the Outbound Call Centers depends on the extensive

experience, technological solutions, quality assurance programs and

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commitment to customer service excellence that further ensures maximum
results from the direct marketing efforts.
The integrated call management systems in the outbound call
centre facilities use, systematic
calls to consumers and transfer successful connections to a designated
marketing representative (MR) who is dedicated and has been trained for the
specific client application. As a call is presented to the MR, the consumer's
name, address, and other available information are simultaneously presented on
the MR's workstation along with a client's customized script.

 Services of Outbound Call Centers:

 Market Intelligence

 Database Selling

 Direct Mail Follow-up

 Lead Generation \ Qualification \ Management

 Seminar Population

 Product Promotion

 Debt Collection

 Information and Literature Fulfillment

 Appointment Scheduling

 Decision Maker Contacts

 Up Sell/Cross Sell Campaigns

 Surveys

 Customer Satisfaction

Phone Call Center

The phone call centers offer flexible call routing, superior

IVR capacity and predictive dialing Systems. Utilizing advanced telephony and
Internet technology; the Customer Service Representatives (CSRs) in the phone

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call centers provide accurate and timely information for the most complex
inbound or outbound programs. The phone call centers offer personalized call
management by a team of professional operators who know about the client
and his business.

The phone call centers provide 24/7 answering and business

services that help keep the customers satisfied. This is essential as the call
centers could be losing customers because of not answering the phone when
they called and also as they expect answers to questions immediately. The
customers expect the call centers to work around their busy schedules. The call
centers are equipped with top-of-the-line communications technology.

Telemarketing Call Center

Telemarketing refers to the business or practice of

marketing goods or services by telephone. It is the act of selling, promoting or
soliciting a product over the telephone. Reliable telemarketing is an essential
part of the organization's working to enhance sales and increase profits.
Combining the best of personnel, processes and progressive technologies,
telemarketing call center serve as highly reliable specialist resource for
organizations seeking outstanding performance and results.

The telemarketing call centers provide customized

telephone services that reveal the valued techniques used by successful
telephone sales and support professionals. The fully automated, state-of-the-art
call center equipments and custom software enables the call centers to field
thousands of calls daily for each client with a high degree of professionalism and
customization. The clients receive superior quality, experience and courteous
service, coupled with the advanced technical capabilities.

The call centers are staffed 24x7 and 365 days and they
totally concentrate on using the tactical skills and effective processes during
inbound/outbound call process.

Virtual Call Center

Virtual call center is a call center in which the organization's

representatives are geographically dispersed. These people are not situated at
work stations; they rather work from their homes or in small number of groups.
People in small groups may open small centers to work. It provides the ability to
extend the CSR desktop and telephony support to any place on the planet.

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 Virtual call center is simply defined as an approach to
enterprise wide call center management that treats several geographically
dispersed call centers as one. These call centers are largely inbound in function
and are gaining popularity as companies look for alternatives to running a
traditional, in-house call center or using an offshore outsourcer.

Web Enabled Call Center

A web enabled call center improves the e-commerce initiatives by offering high
quality customer service. Various features offered by web enabled call centers
are:

Web Pop that automatically provides CSRs with a pop-up screen

of client's website,
intranet or web script.Web Callback that helps the visitors of the client's website
request a callback from the
CSRs by simply clicking and entering their name, telephone information and
time for call. Web Chat that assists visitors engaged in a live, two-way text chat
directly from client's site to a trained agent. They can obtain answers to
questions or resolve customer service issues without having to disconnect from
the Internet or use a phone. Web Push allows CSRs to assist client's website
visitor to find out information through guided "browsing." Email Management
this manages high-volume email inquiries directed to client's mailbox or
produced via a Website. The incoming messages are tracked and provided an
appropriate auto reply message to the customers letting them know that their
email has been received.

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BUSINESS PROCESS OUTSOURCING TECHNOLOGY &
MANAGEMENT

Business Process Outsourcing Technology

 Answering Service Software

o Automatic Call Distribution (ACD)

o Call Center PBX
o Call Recording and Call Monitoring Solution
o Call Track Software
o Communication Software
o Computer Telephony Integration (CTI)
o Contact Management Software
o CRM Solutions
o Digital Call Recording
o E-CRM
o Emergency Alert Systems

 Help Desk Software

2. Interactive Voice Response (IVR) Technology

 Open IVR Software

 Phone System Auto Dialers

 Predictive Dialing

 Programmable / Soft Switches

 Remote Access Software

 Soft Phone

 Telecommuting Software

 Text to Speech (TTS) Software

 Voice Messaging

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  Voice Recognition

 VOIP

 Windows Over Web

Answering Service Software

Answering service software is software that provides answering service systems

to customers

Telephone Answering Service Applications includes

 Account Status

 Locator Services

 IVR Outsourcing Services

 Shipment Tracking

 Employee Testing/Studies

 Customer Surveys & Loyalty Programs

 Market Research

 Payroll Services

 800 Service Voice Mail

 Claims Reporting

 Emergency Notification

 Credit Collections

 Mortgage Marketing

 Charitable Contributions

25
ACD (Automated Call Distribution)

ACD facilitates controlling the distribution of telephone calls coming into the
department. ACD systems are call routing utilities for incoming calls and can be
even used to route calls originated by the predictive dialer to the next available
agent. The staff log in/out of the ACD system as they are available, and the
system answers the calls and
distributes them. When staff are unavailable, the ACD systems holds a call in
queue and then forwards it to the first available staff member. Automatic call
distribution is ideal for areas where multiple staff answers a high volume of calls
e.g.

 Help desk

 Appointment scheduling

 Message taking

 Properly managing calls can be key in providing excellent customer

service, and the ACD

 System provides the tools needed to optimally manage incoming calls.

Some of the tools an ACD systems offers are:

• Call Type Priority

26
The organization can customize the way its staff answers calls using several
variables, including the caller’s location (on-campus or off-campus, local or long
distance) or the purpose of the call (help assistance, appointment scheduling).

• Customizable Queue
The organization can record Custom Announcements that callers hear when
their call is answered or while they are waiting in the queue. It can also add the
Music on Hold feature.

• Training Supervision
Supervisors can monitor calls to support employees and evaluate performance.

• Call Metrics

The system can capture call statistics (e.g., call volume, length of calls, time in
queue etc.) On a scheduled or an ad hoc basis, allowing further managing the
staffing and calling flow. Almost any business can benefit from an ACD system
but they are particularly useful to customer service centers, inbound service
bureaus (that may be handling infomercials or direct marketing campaigns) and
government agencies.

Call Center PBX

PBX is an acronym for polymer bonded explosives. It is also called private
branch exchange. It is a small telephone system within a call center that
switches calls between call center agents on local lines allowing all users to
share a certain number of external phone lines. The main purpose of the PBX
system is to save the cost of requiring the number of telephone lines used in an
enterprise.

PBX includes:

 Telephone trunk (multiple phone) lines that terminate at the PBX

 A computer with memory that manages the switching of the calls within
the PBX and in and out of it

 The network of lines within the PBX

27
  Usually a console or switchboard for a human operator

Features of PBX

 Even load distribution

 Skill based call routing

 Self managed agent presence

 Queue optimization

 Overflow queues

 Protected queues

 Call waiting signals

 Custom on hold information

 Real time monitoring

 Queue logs

Functions of PBX

 PBX performs three main functions:

 Establishing connections (circuits) between the telephone sets of two

users.

 Maintaining such connections as long as the users require them.

 Providing information for accounting purposes

Call Recording & Call Monitoring Solutions

28
 Call recording and monitoring solutions help to train the agents
and improve customer service. They are designed to be a complete call center
solution including Predictive Dialing, ACD, IVR, and Digital Voice Recording. Call
recording plays a significant role in the call centers and help monitor agent
performance while performing quality assurance tasks. Order entry verification
and confirmation can be easily accomplished when the calls are recorded. Call
centers can thus, record and retrieve phone conversations in real time.
The recording can be customized to meet virtually any set of
business rules. The call recording and monitoring systems are very scalable and
flexible Windows-based voice recorders live monitoring and archiving systems.
Besides being fully prepared for all current and future needs, they offer superior
voice recording quality and huge recording capacity by effectively using this
software system the organizations can manage:

 Complete contact management

 Call history

 Order entry

 Literature fulfillment

The features of call recording and call monitoring can also be added to the
Computer Telephony (CTI) Soft phone and API library, allowing application
programmers to embed call recording and retrieval features in existing PC,
Linux/Unix, or Web applications. Call recording can thus, be a standard feature
within any existing application that requires a phone interface.

Features of Call Recording and Monitoring Solutions

 Call Center recording, logging and monitoring

 Quality and service assurance

 Verbal transaction recording:

29
  agent training and efficiency improvements

 follow up information

 Financial and stock dealing

 Telephone order applications

 Superior voice recording quality

 Encrypted and access secured voice file storage and playback

 Fully configurable recording parameters

 Built in phone book with import facility for your relational database

 Local and/or LAN/WAN call playback and monitoring

 Advanced user, application and security / access management

 Automatic multiple hard disk content and capacity management

 Extensive search, filter and storage marking capabilities

Call Track Software

Call Tracking Software is software that automates the process of receiving and
responding to customer phone calls.

Benefits of Call Tracking Software

 Effectively eliminate calls from falling through the cracks and reduce the
number of unresolved calls

30
  Log calls easily through a Windows interface or Web interface.

 Increase service levels by resolving calls faster.

 Decrease the number of calls received by your call center.

 Provide 24/7 customer support.

 Automatically escalate issues or notify agents of important changes or

details.

 Provide faster response time to customer calls.

Communication Software

Communication software is software that makes it possible to send and receive

data. It is also called AT Command Set. It is a powerful software infrastructure
solution that offers end to end communication needs. It coordinates the
information flow between interconnected components in the multitude of
networks that are ubiquitous in life: the Internet, the telephone network,
wireless systems and pagers, banking networks, distributed databases, etc. It
also allows call center agents to operate efficiently through convenient and
reliable Internet access to the information and applications they need.

Communication Software includes:

Instant messaging is the act of instantly communicating between two or

more people over a network such as the Internet.

Electronic mail, abbreviated e-mail or email, is a method of composing,

sending, and receiving messages over electronic communication systems.

CTI Software

Computer Telephony Integration (CTI) is the advanced technology that serves as

the focal point of the working of modern call centers. It integrates the
organization's computer and telephone systems and the facilitates effective
applications to make every phone call, inbound and outbound.

31
Features of CTI Software

Launch PC/WEB applications - Specific PC, Unix or Web applications can be

automatically launched using the telephony software based upon data provided
by your phone system.

Caller Identification (Caller ID or ANI) - Information from the existing caller

database appears on-screen when the telephone rings and remains on the
screen during the call.

Called Number Identification (DNIS) - With each call, special campaign

information can be displayed from the application based upon the number
dialed by the caller.

Vital information collected by the phone system from the caller can be passed to
the application. The computer telephony integration software manages this
process and free agents to be more productive.

Any phone number can be pointed or clicked in the computer database or Soft
phone. The telephone then dials the call - a must for maximizing the
productivity of outbound telemarketing or call center service desks.

CTI software system allows to generate real time reports and graphs. This
important measuring system helps you observe and control the performance of
call center and phone system with clear and meaningful displays. Graphs and
charts of operational statistics let you measure the effectiveness of each user
and campaign. Reports and
graphs include both inbound and outbound statistics

Business Process Outsourcing or telemarketing or call center service desks.

32
Company Profile

Name of Company Intelenet Global Services Pvt.Ltd.

: Punam biscut factory Plot No. E-23/4, MIDC Area,

Chikalthana,
Address
Aurangabad (M.S.) - 431 210, India

Location : Near Harman Chemicals Chikhalthana

: 5000 Sq. Mtrs
Area of Factory

: Intelenet Global Services Pvt.Ltd. is branch

established on
Establishment of Company
7th July 2009 at Chikalthana, Aurangabad

: There are 1050 skilled and highly experienced

Available Human Resource employees working honestly for the Company

Availability of Power : Company has got No 1. power in BPO Sector

33
 Company Overview
Intelenet Global Services Pvt., Ltd. provides third party
business process outsourcing services in India, the United Kingdom, the United
States, and Australia. It offers contact center management services, such as
inbound, customer service, sales, technical support, outbound, collections,
surveys, e-services, email, and live chat services; and finance and accounting
services, including general ledger accounting, accounts payable and receivable,
reconciliations, fixed asset accounting, travel and entertainment expense
management, management reporting, and payroll services.

The company also provides transaction processing services,

which include generic services, such as data entry, application. It is the second
largest employer in BPO space in India with 30 delivery centers across India it
employs 55,000 professionals in India alone.

It is a global leader in providing third party BPO services. It clients

include the Top 50 companies of the “FORTUNE 500 COMPANIES” in the UK,
USA, Australia and India.

34
PROJECT ANALYSIS

Benefits of BPO

BPO benefits i.e. benefits accrued as a result of outsourcing are

numerous. BPO or outsourcing is advantageous as it links to shareholder value.
Business Process Outsourcing is about optimizing business performance to
attain value creation. There has been a tremendous upsurge in BPO and
outsourcing industry in many developing countries like India because of their
(BPO) expertise in reducing costs while increasing service quality.
Another great BPO benefit is that it helps companies to focus on core
areas. Companies generally outsource processes to reallocate accountability
and control costs. Thus the management is in a better position to focus on core
areas, and not keep itself engrossed in other areas. Outsourcing also helps
companies to avoid capital expenditures, which is in particular important in non-
core areas that may need new systems and up gradation. By and large,
companies only want to spend money on core areas.
Reduction in costs is another BPO benefit. BPO provides quantifiable
benefits through improved efficiencies, lower overhead, reduced payroll and
benefit expenses, and fewer capital investments. Other BPO benefits include
assurance of best practices, skills, and technology. It is important to note that

35
BPO provides access to proprietary workflow systems, process reengineering
skills, and innovative staffing and delivery models, coupled with world-class
technology delivered by experts. To list some of the major benefits, they are as
follows:

Productivity Improvements

An important facet of business process outsourcing is its ability to

free corporate executives from some of their day-to-day process management
responsibilities. Conventionally, executives spend 80 percent of their time in
management of details and only 20 percent on formulating strategies. But the
scenario is remarkably different when the business process is outsourced. Once
a process is successfully outsourced, the ratio can be easily reversed. In such
situations, executives get more time. This saved time helps them tremendously
to explore new revenue areas, accelerate other projects and focus on their
customers. This, beyond doubt, leads to productivity improvements. Companies
that outsource their business processes are often able to capture new
efficiencies and in the process improve upon their productivity. They are in a
better position to reallocate their resources to other important projects. This
also helps their employees to increase their efficiency and productivity. In most
cases, high-caliber subject-matter experts are brought in to design and manage
these processes. They bring with them increased productivity and years of
experience that most companies don’t have access to or can’t afford on their
own. Availability of highly qualified skill pool and faster adoption of well-defined
business processes leads to productivity improvements without compromising
on quality. Cost Savings One of the most important benefits and advantages of
outsourcing the business

processes is in terms of cost savings. The companies that outsource their work
have the access to the best of talent and expertise in the BPO field and that too
at very low wages. Various studies have indicated that for every one dollar
invested in BPO centres across India, the value derived by the US economy is
between $12- $14. This is what makes the outsourcing to India an irreversible
process. It is a reality that the companies which have shifted their BPO work to
India have garnered savings of around 40-50% till now.

American BFSI (Banking & Financial Services Industry) companies

have saved more than $6 billion in the last four years by outsourcing their
business to India. It is a simple fact that if a bank shifts work of 1000 people
from US to India it can save about $18 million a year due to lower costs in India.
Similarly, in the field of pharma research and development, firms can reduce the
cost of developing a new drug, currently estimated at between $600 million and
$900 million by as much as $200 million if development work is outsourced to

36
India. In the US/UK 67-72% of costs incurred by call centers are directly linked to
man power costs whereas call centers in India spend only 3 3-40% of costs on
man power. This includes spending on training, benefits and other incentives for
labor.

Improved HR
Improved HR is another great advantage of outsourcing
business processes. Several market studies have shown that HR outsourcing can
lead to cost savings in the range of 20-40 percent for customers. It also leads to
improved HR. HR Business Process Outsourcing (HR BPO) is a market that has
experienced substantial growth over the past few years and is now set for even
more rapid expansion. This is based on the fact that gradually more companies
are looking at outsourcing transactions and processes to create a more
strategically focused HR function. Clearly, companies all over the world are
getting motivated to outsource their HR processes and transactions to run their
HR functions more efficiently, free the HR function to focus on strategic people
practices that drive growth and add to the organization’s long term success and
facilitate their professionals to add value to their business.

Companies today, require complete domestic and global HR

delivery through systems and processes that can generate economies of scale
to reduce or eliminate their need to make future investments in quickly
outdated technology. Companies can save between 20-40 percent of their HR
costs, depending on their business priorities and the pace at which they want to
move.

Focus on Core Competency

Business Process Outsourcing gives tremendous help to the

companies to concentrate more on the core areas of their business. The most
important factor behind the growth in the BPO market world wide today is an
increase in the number of enterprises that are reviewing their internal
operations in an attempt to fully understand their true core competencies. In the
process they are able to focus more on their core competencies. Business
Process Outsourcing gives more freedom to the management to
focus more time, energy, and resources on building the company’s core
businesses. It is because the

37
BPOs assume full responsibility for managing the day-to-day back-office
operations.
Once outsourcing of certain processes take place it becomes easier for the
company to compare and evaluate the efficiency and effectiveness of services
that are being delivered from outside and inside. This decision-making process
often includes an evaluation of the cost of owning technology - with its
associated support costs, that are not core to the enterprise (HR is one such
example). This trend is leading to an increased keenness to outsource processes
that are considered non-core, yet critical activities. These critical activities
include claims administration,

HR services arid payment services.

Cost reductions –
Cost reduction is done through process improvements, reengineering and use of
technologies that reduce and bring administrative and other costs under control.

Concentration on core business-

With the day-to-day back office operations taken care of, the management is
free to concentrate more
on the core business of the company.

Outside expertise-

Company is saved from the hassles of recruiting and training personnel. BPOs
ensure that experts from another company provide the needed guidance and
skills.

Cater to changing customer demands-

It is another great advantage of out sourcing the business processes. Many

BPOs provide the management with flexible and scalable services to meet the
customers’ changing requirements, and to support company acquisitions,
consolidations, and joint ventures.

38
Revenue increase-
As stated above, by outsourcing non-core processes, companies can
concentrate on increasing their sales and market share, develop new products;
spread out into new markets and increase customer service and satisfactions.
Apart from other advantages, business process outsourcing has another big
advantage which leads to increase in capabilities of the employees and the
company. With this know-how increased capabilities can be seen. In addition to
doing things more efficiently, employees can expand their ability to deliver new
products and services to their customers. Then there are the factors of
scalability and scope. Companies that want to grow internationally must
continuously invest in infrastructure and find talent around the world and this is
possible only trough business process outsourcing. Many outsourcing providers
are already established globally and help in increasing the capabilities of the
companies that are outsourcing their work to these BPOs.

Benefits of Outsourcing to India

o Access to the best talent and expertise

o Frees the hassles of managing a large people in non-strategic

operation

o Increases productivity and quality at lower rates

o Creates new jobs in the country of outsourcing origin. Though seems

to be contradictory, savings made

by companies in result of outsourcing, have made this happen.

Reasons Savings

39
 Cost reduction 43%

Focus 35%

Access to special enterprise 32%

Resource related reasons relieve resource

constraints, reduce IT staff and augment IT staff} 51%

Indian Preferred BPO Destination

* Location attractiveness

• Infrastructure Communications
Other basic infrastructure

• Coimtry risks

Attractive incentive

Political environment

• Time zone attractiveness

* People attractiveness

• Quality

• Cost

40
• Type of skills
• English language

BPO Advantage India Today, India is undoubtedly the most favored IT/BPO
destination of the world. This raises the question why most of the big MNCs are
interested in outsourcing their operations to BPOs in India. The answer is very
simple- India is home to large and skilled human resources. India has inherent
strengths, which have made it a major success as an outsourcing destination.
India produces the largest number of graduates in the world. The name of India
has become synonymous with that of BPOs and IT industry hence the name BPO
India. Besides being technically sound, the work force is proficient in English and
work at lower wages in comparison to other developed countries of the world.
India also has a distinct advantage of being in a different time zone that gives it
flexibility in working hours. All these factors make the Indian BPOs more efficient
and cost effective. In order to meet the growing international demand for
lucrative, customer-interaction centers, many organizations worldwide are
looking to BPO India.

• Human Resources

Availability of suitable human resources is one of those factors which have

made India one of the hotspots of BPO/IT industry. India is home to a vast pool
of human resources consisting of educated, English speaking, tech-savvy
personnel. Every year, approximately 19 million students are enrolled in high

41
schools and 10 million students in pre-graduate degree courses across India.
Moreover, 2.1 million graduates and 0.3 million post-graduates pass out of
India’s non-engineering colleges. These figures very well give the idea of human
resources availability in India. This great pool of human resources holds the key
to IT/BPO destination i.e. India. If the flow from high schools to graduate courses
increases even marginally, there will be a massive increase in the number of
skilled workers available to the IT/BPO industry. If we calculate the availability of
human resources at current rates, there will approximately be 17 million people
available to the IT industry by the year 2008.

• Language

India definitely enjoys the benefits of a vast pool of skilled workers who are
proficient in English language. India produces the largest number of graduates
every year and most of these graduates have the knowledge of English
language. Thus, language is one of those factors which attract MNCs to contract
out their business operations to Indian BPOs and IT companies. Though there
are competitors like China which also have a large pool of skilled workers but
they don’t have enough graduates who have command over English language.
In addition to this the Indian education system also places strong emphasis on
mathematics and science. This has resulted into a large number of science and
engineering graduates. Mastery over quantitative concepts coupled with English
proficiency makes India one of the hot spots of the IT/BPO word. It has enabled
the India to take advantage of the current international demand for IT.

• Ouality Manpower

In term of human resources, there are a number of countries who are at an

advantageous position but the real difference between them and India is of
quality man power. In the field of information technology and computer software
India experts have proved their worth beyond doubt. India is rich not only in
terms of number of qualified people but the quality of our professionals is also of
international level. Indian programmers are known for their strong technical
skills and their eagerness to accommodate and engage clients.In some cases,
clients outsource work to get access to more specialized engineering talent,
particularly in the area of telecommunications. Expertise in English language is
also a great strength of India and it has definitely helped India in increasing its
manpower quality.

42
• Government Policies

The Indian government realizes that Information Technology has the potential to
influence extensive economic development in the country. IT is now one of the
top priorities of the Indian government and favorable policies are being
formulated to extract maximum benefits from the industry. Here, we are
highlighting some of the government policies which have proved very beneficial
in the growth of IT/BPO industry. These favorable government policies have
gone a long way in making India a BPO/IT hub.

* The reforms have reduced licensing requirements and made foreign

technology accessible. The reforms have also removed restrictions on
investment and made the process of investment easier. This has tremendously
helped the IT/BPO industries.

* The Indian government is actively promoting FDI and investments from NRIs
(Non-Resident Indians). FDI can be brought in through the automatic route,
based on powers accorded to the Reserve Bank of India.
* In pursuance of liberalization and globalization, the Indian government has
been formulating and implementing more transparent and investment friendly
policies. This is now reflecting in many areas.
Till 1994, DOT was the sole provider of basic telecom services in India but the
new telecom policy opened the field to the private operators as well. It has
made India one of the fastest growing countries in the field of telecom.

* Another significant example of the liberal policy of the Indian government is

the IT Act. The IT Bill passed in 2000 provides a legal framework for the
recognition of electronic contracts, prevention of computer crimes, electronic
filing of documents, etc.

* In pursuance of the liberal policies, the Indian government has been

continuously proposing amendments in the Indian Evidence Act, Indian Penal
Code and the RBI Act. The mechanism of digital signature has been proposed to
address the issues of jurisdiction, authentication and origination.

* Recognizing the importance of Venture Capital Funding, the Ministry of

Information Technology has set up a National Venture Fund for the Software and
IT Industry with a corpus of Rs. 100 crore. The main aim of the venture capital
Fund is to provide Venture Capital to start up software professionals and small
IT units.

43
* Nasscom (most important promoter of the IT/BPO industry) has been playing a
crucial role in helping the IT industry achieve the IT and ITES vision and make
India far ahead of other players in the field of IT and BPO.

• Infrastructure

Improved infrastructure is another important factor which has helped India to

achieve tremendous success in the field of IT/BPO. There has been tremendous
growth and improvement in telecom, power and roads infrastructure in the last
few years in India. Relevant telecom facilities are an important precondition for
the success of the software and BPO industry. The Indian government has taken
numerous steps to improve the telecom infrastructure in the country. The
international bandwidth situation has improved dramatically over the last 3
years. The privatization of the telecom Industry has resulted not only in
significant drop in rates but also better services. The telecom costs have
dropped by about 85% in 3 years. Similar changes have been observed in the
power sector infrastructure as well. Power availability has also improved
dramatically over the last few years. This has gone a long way in ensuring
uninterrupted power supply to the IT/BPO destinations like Bangalore, Delhi,
Chennai, Bombay, Pune and Calcutta. In addition to this state governments in
India have undertaken reforms in the power sector to improve power supply to
ITES companies. The overall roads and highways infrastructure scenario in India
has also witnessed major improvements over the last few years. We have now
entered the arena of multi lane highways. Most of the cities and towns are
connected and interlinked to each other. Major investments have gone into the
development of highways, both on the side of the central and state
Governments.

• Cost-effective
Cost effective man power is yet another important factor which makes India a
hot spot of IT/BPO industry. With a vast pool of skilled human resources ready to
work at lower wages in comparison to the European or American countries India
is attracting business process outsourcing. In a call interaction center operation,
manpower typically accounts for 55 to 60 percent of the total cost. Besides
being cost effective, Indians are also skilled and fulfill all the requirements of the
IT/BPO industry. In India, the manpower cost is approximately one-tenth of what

44
it is overseas. For example, per agent cost in USA is approximately $40,000
while in India it is only $5,000. It is but natural that companies contract out their
work to cost effective destinations like India. India produces about 100,000
engineers every year. These can be used in call centers for troubleshooting/tech
support, as the salaries are dramatically lower than in Europe or the US. In such
situations MNCs choose to outsource their business processes to cost effective
India rather than off shoring to other costly destinations.

India has an 8-12 hour time zone difference with respect to the US and other
developed markets. It is of great advantage in BPO operations, which offers
reduced turnaround times, since processing services are performed at night
hours in the developed countries. India is able to offer a 24x7 services and
reduction in turnaround times by leveraging time zone differences. This
difference in time zone is because of India’s unique geographic location. When it
is day in India, it is night in America and even as we go to bed, they rise and go
to work. This time difference has been intelligently brought to their advantage
by the call centers/BPOs. Most of the Indian call centers servicing American
customers have timings between 5:30 p.m. to 9:30 a.m. This time zone

difference benefits not only the Americans but also the Indians. Not only does
the time difference allow Indian companies/BPOs/Call centers to service
American clients by working in the nights, it also helps in better utilization of
their resources. The companies can utilize the same resources to serve other
clients in India and abroad during the day. Thus the time zone difference also
helps in sharing of resources which, in turn, saves costs and also earns call
centers better revenues.

* Salary Structure in Indian BPO

Another important factor which attracts MNCs to outsource their work
to India is the salary in Indian BPOs and IT industry. Here is a brief summary of
salary in Indian BPOs, according to different hierarchies. Besides the salary,
Indian BPO employees are paid incentives depending upon many factors like
attendance regularity, target achievements etc. Structure of salary in Indian
BPOs is as follows.

* Customer Care Representatives- Rs 8,000 - Rs 15,000 per month Team

Leaders- Rs 17,000 - Rs
26,000 per month

* Managers- Rs 3 Lac - Rs 5.5 Lac per annum

* Training Heads- Rs 8 Lac - Rs 12 Lac per annum

45
* Training Managers- Rs 5 Lac - Rs 8 Lac per annum

* Trainers- Rs 2 Lac - Rs 5 Lac per annum

India’s Presence in BPO Sectore

Insia’s Advantage

Cost Quality
Productivity

F
avorable time lag
2
4 x 7 service Sharper
le
arning curve effect

46
 N
eutral accent
50-75 % cost reduction
for offshore process Access to highly- qualified skill pool
of manpower Established methodologies
and processes for better performance
Adherence to leading quality practices
Robust Communication facilities
Lower labourcost

GLOBAL SCENARIO

BPO has become critical in this industry today. Professionals with degrees such
as MBBS, MDS, M.Tech., MBA, CA, ICWA, etc, are taking up work in domain-
specific back-office processes in analytical, advisory and consulting arena. This

47
requires a clear relationship between the IT/BPO industry and the academia,
which trains the future workforce to make them industry-ready.

Major Countries providing Business to Indian Companies

• United States of America

• United Kingdom

• Australia

Fate of BPO Sector safe in long-term

By fe Bureaus

The future of the business process outsourcing (BPO) industry in the coimtry
may be uncertain in the short-term but it has a bright future. “The BPO industry
will continue to project ‘mid-double digit growth’ in the medium to long term,”
said Pramod Bhasin, chairman, Nasscom and president and CEO, Genpact. The
BPO sector in India has been the fastest growing sector, having grown at a
compounded annual growth rate of over 37% to aggregate revenues of $14.7
billion in financial year 2009 from $1.6 billion in financial year 2002. Direct
employment in this period has increased from 1,55,000 to almost 1 million
people. According to Bhasin, “The country’s BPO industry has grown and
matured phenomenally over the last decade. It has evolved from offering basic
voice based services to high-end knowledge based services and has had an
unparalleled impact on India’s economic and social growth. The BPO revenues
constituted 1% of India’s GDP, and 4% of India’s total exports in FY’09 with
indirect employment levels estimated to be around 4 million.
“However, the economic slowdown has severely impacted the primary markets.
The industry is facing multiple challenges including decline in sourcing spend,
price reductions, competition from other countries and protectionism. To
address these challenges, the industry needs to find new avenues for growth
and looks at strategies to drastically improve operational efficiency. Tapping
industries like manufacturing, healthcare and retail, expansion into new
geographies and driving domestic market growth would be critical going
forward,” he added. According to Nasscom McKinsey Perspective 2020 study,
the total addressable market for the BPO industry is $630 billion. To achieve this
potential, the industry has to gear up for challenges now. Today, the Indian BPO
industry faces competition from countries like Philippines, China, Vietnam, Brazil
and Egypt who offer incentives to attract global business. Som Mittal, president,
Nasscom, said, “Government support through extension of the fiscal
benefits under Section 10A/10B to mitigate the impact of the recession and
protectionist measures being adopted globally is necessary. This is particularly

48
important for SMEs as it will facilitate their continued growth, provide parity with
incentives under the SEZ scheme and encourage industry to move into tier II
and III cities”.

BPO players are facing immense pricing pressures. Bhasin said, “For Indian BPO
players, it is going to be value game going forward.”

Global Market Size of BPO

Rapid transformation is taking place in the global BPO market. It is accompanied

by increased spending in BPO services. Most of the leading business companies
of the world are adopting BPO as a strategic business solution. The BPO industry
is very diverse, with several sub-segments, each displaying its own unique
characteristics. According to Gartner, a market research flim, the size of the
global BPO market by 2007 would be $173bn, of which $24.23bn would be
outsourced to offshore contractors. Of this, India has the potential to generate
$13 .8bn in revenue. “The projection includes revenues of pure play Indian BPO
service providers, captives operations of MNCs operating in India, third party
service providers and BPO subsidiaries of IT services firms.
North America will remain the dominant market for ITES-BPO services,
accounting for nearly 60 percent of the total ITES-BPO market in 2006. The main
verticals in the North American ITESBPO market are telecommunications,
financial services, health care and energy. Commonly outsourced processes
include internal auditing, payroll, human resources, benefits management,
contact centers/customer care, payments/ claims processing, real estate
management, and supply chain management. The Western Europe ITES-BPO
market is expected to account for 22 percent of the market by 2006. The
financial services sector is the largest consumer of BPO-ITES services in Europe,
followed by utilities and telecommunications. Human resources, finance and
accounting are expected to be the fastest growing service lines.

The Asia Pacific ITES-BPO market is expected to account for 18 percent of the
total ITESBPO market in 2006. Companies in the Asia-Pacific region have
traditionally outsourced only manufacturing activities. Given the relative infancy
of the ITES-BPO market, this region is expected to experience rapid growth over
the next few years. Growth will primarily be driven by cost-reduction and the
need to focus on core competencies. HR, finance and accounting are expected
to be the key growth areas in the Asia-Pacific region in the years ahead

49
BPO Competitors of India

By virtue of certain advantages India has been able to

maintain its supremacy over its rivals in the BPO industry but there are a
number of other countries, which can give India run for its money in Business
Process Outsourcing. Some of the prominent competitors of BPO India are China,
Philippines, Mexico, Canada, and Malaysia. The Philippines advantage, besides
skilled and English educated work force and good telecom infrastructure, is
familiarity with American work culture and Spanish language. China enjoys a
great advantage in terms of large pool of people but the Chinese have a great
limitation, as they do not have enough English speaking graduates like India.
Mexico too is emerging as a tough competitor for India but is good for low-end
jobs only. Other countries like Ireland have a smaller talent pool. Canada and
South Africa are other prominent competitors of India but are costlier than India,
while Russia has poor infrastructure and poor linguistic capabilities.

Hence India still has the leading edge in the

BPO industry, but it should keep on improvising to maintain its stability.
Therefore India should be on its guard to maintain its position intact. If India has
to maintain its supremacy in BPO and its software workforce, then BPO India has
to learn Spanish, which is spoken in more than 24 coimtries. With India already
stamping its superiority in the BPO sector with its knowledge of the English
language, it now needs just one other language that will make the world its
market, which is Spanish.

50
INDUSTRIAL ANALYSIS

BPO Industry Analysis & Research

The Indian BPO Industry is already worth $5.3 billion. It is

growing at almost 60% a year- the kind of growth Indian IT services industry
used to clock in the early 1990s. In fact after the tech slump, almost all big
Indian IT services companies have forayed into BPO to maintain their growth
rates. Quite a few of the promising start-ups of last year have attained critical
mass.

Meanwhile, some of the biggest global players have started

setting up their own operations in India. At the same time, the industry has
begun to attract a bit of adverse attention-several US lawmakers have started
seeing it as a threat as too many American jobs are shifting to India.

At current growth rates, the 5.3 billion BPO industries are

fast catching up with the much acclaimed IT industry. According to Nasscom-
Mckinsey study, the IT-enabled services sectors were due to employ 1.1 million
people and earn $1 billion by 2008. That was soon revised to $24 billion.

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 The rapid growth is throwing up winners and the losers who
did nearly everything right and are now set to take on a larger share of the BPO
pie even as they gear to meet competition from the world’s largest BPO
corporations which are eyeing India.

About 8-10 Indian start-ups are set to clock $100 million in

revenues in the next 18-14 months, purely on the strength of their current
contracts.

Scope and Limitation

Scope
 The study will reveal the current state the Indian BPO industry with focus
on the major players.

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  Identify the challenges posed by the internal and external forces. Analyze
the potential of Indian economy to cater to the rising needs of outsourcing
from different countries.

 Understand the fluctuating trends in this industry to nullify the threats and
capitalize the opportunities.

 Understand the current model of call centres and showcase their

operations.

 Figure out the growing needs of call centers.

 Ascertain how India can be a major player to cater to this industry.

 To make recommendations for new businesses entering into this sector.

 Limitations
 Since there has been no real research undertaken to study the Indian BPO
industry, the secondary data collected is limited and may lack accuracy.

 Research is conducted for a short period and hence paucity of time is a

major constraint.

 The study does not cover unorganized BPO industry.

 The data available through secondary sources is limited.

MAJOR BPO CENTER IN INDIA

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In West India, states of Maharashtra and Gujarat lead in call center operations.
Mumbai - the capital of Maharashtra is a favorite destination of BPO providers.
It has also been rated as lowest risk location because of good communication
and infrastructure facilities. Government of Gujarat too is making all efforts to
lure call center companies. The state has implemented lucrative business
policies and provides BPOs with necessary infrastructure support.

BPO center in India

Intelenet
Intelenet Global Services Ltd.
Address:
Intelenet Towers
Plot CST No. 1406 - A28,
Mindspace, Malad West
Mumbai 400064 INDIA
Tel: +91-22-56776000
Fax: +91-22-56778210
Website : - www.intelenetglobal.com

Daksh
Daksh eService Private Limited
5th floor Magnus Towers
Mindspace, Link Road
Malad (W)
Mumbai 400 064
Tel: +91 22 56775677
Fax: +91 22 56771301
Website : www.daksh.com

Epicenter
Epicenter Technologies Pvt. Ltd. Sigma
11th Floor, Hirandanani Gardens, Powai,
Mumbai - 76
Ph. : + 91 22 5694 8848
Website : www.epicentertechnology.com

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E Serve International
e-Serve International Ltd.
Plot No 223,
Nesco Compound,
Off Western Express Highway,
Goregaon East,
Mumbai - 400063,
India
Tel: +91 22 26855203
website : www.eservenet.com

Providing consultancy services for ISP, BPO and call centres. Also
providing video conferencing services, complete telecom solutions,
point-to-point leased lines, and point-to-multi point leased lines,
internet connectivity and other tele com solutions.

Address: Shree Mahavir Chambers, 2nd Flroor, 1/5, Banaji Street, Fort, Fountain,
Mumbai - 400 001, India
Phone: +(91)-(22)-22046711
Fax: +(91)-(22)-22046711
Website: www.indiamart.com/tarang-infotech

Triace Computer Solutoins, Mumbai

Providing service of call center.
Address: T6/1201, Sea Breeze Chs, Palm Beach Road,
Navi Mumbai - 400 706, India
Phone: +(91)-(22)-33943649

Lifezone Training
Providing services in customer care and call center trainers.
Address: 109 Mahavir Industrial Estate, Mahakali Caves Road,
Near Paper Box, Andheri (East),
Mumbai - 400 093, India
Phone: + (91)-(98)-20196299 Fax: +(91)-(22)-56921181

Respondez
Provide services as call centre.
Address: B/22, Krishna Bhavan, Deonar, Chembur, Mumbai - 400 088, India
Phone: + (91)-(22)-55958100/ Fax: +(91)-(22)-55958105/

Rushabh Direct Marketing

Services providing related to call centre,
telemarketing, back office work, database marketing and advertising.

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Address: 101 Rajashree Shopping Centre 1st Floor Mira Road,
Mumbai - 401 107, India
Phone: +(91)-(22)-56905400/56905730 Fax: +(91)-(22)-28552951

Ramshyam Communications Limited

Providing e mail based call center services.
Address: 210, Mahavir Indl. Estate, Off Mahakali Caves Road
Andheri East Near Paper Box, Mumbai - 400 093, India
Phone: + (91)-(22)-56938801 Fax: +(91)-(22)-56950498

Sitel India Private Limited

Providing call centre services.
Address: 238/6192, Mig , Pant Nagar,Ghatkopar (E),
Mumbai - 400 075, India
Phone: +(91)-(22)-25162039

Cybosys Consulting
Providng serviceslike call centre set up, call centre operations
outbound and
inbound calls help desk business procurement.
Address: D-106, Crystal Plaza. Andheri Link Road Andheri (West),
Mumbai - 400 053, India
Phone: + (91)-(22)-55021750 Fax: + (91)-(22)-55021749

Senseit Technologies Private Limited

Providing all bpo projects services.
Address: 4001, Oberai Garden Estate, Chandiwali Farms Road,
Mumbai - 400 059, India
Phone: + (91)-(22)-56943095

Orasi Technology India Private Limited

Providing services for call centre.
Address: 467/ A, Tibra House, J.S.S. Road, Chira Bazar,
Mumbai - 400 002, India
Phone: + (91)-(22)-22093149

Sceptre Solutions (P) Limited

Providing call centre services.
Address: D-106, Crystal Plaza Link Road, Andheri (west),

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Mumbai - 400 053, India
Phone: +(91)-(22)-55021750 Fax: +(91)-(22)-55021749

Indus Markfin Private Limited

Providing services as telecaller for customer loyalty programs and
other customer services.
Address: Office No. 2, Washington Plaza, off S.V.
Road Goregaon (West),
Mumbai - 400 062, India
Phone: +(91)-(22)-56423000

Amita Enterprise Providing BPO services i.e. take whole contract of

import & export activities including
banking, ECGC, EEPC, Licencing of any sorts etc.
Address: 302/B-5, Asmita Mogra Hsg Soc., 3rd Floor Mahakali,
Andheri (East), Mumbai - 400 093, India
Phone: + (91)-(22)-28382289 Fax: + ( 91)-(22)-28390822

Snehal Overseas
Providing services of call center.
Address: 101, Modern Business Centre,
Kanjur Station Road, Kanjur Marga,
Mumbai - 400 078, India
Phone: + (91)-(22)-25941716 Fax: + (91)-(22)-25911716

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 Research and Methodology

Bibliography

Books and magazines:

1. Business Today
3. Business world
4. Confederation of Indian industry

Newspapers:

1. Financial express
2. Business Standard
3. Nas scorn Report

Web sites:

1. www.google.corn
2. www. topnews.in
3. www.indianbpo.org
4. www.articlesnatch.corn
5. www.vodafone.in

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6. www.intelenet.in
7. www.scribd.co.in

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