Call Center In India - Call Center Industry in India
Wednesday, February 23, 2005
 
Call Center India – Call Center Ads boost biz Revenues

Have you noticed the recent plethora of ads for openings in the ever-growing
Call Center Industry? Chances are you’ve been recipient of these ads too.
Well, there has been a recent upswing in the advertising segment by
Call Center firms as high as, six to ten times faster than the ad industry average. This Call Center-led advertising is estimated to be expanding at 60%-100% rate though the overall ad industry is growing at a normal 10%-12%.

As per Nasscom, there are more than 425
Call Centers in India that are expected to cross $5.1-billion revenue mark this year. The collective spend of Call Centers in advertising is estimated to be between Rs.40 crore and Rs. 50 crore currently, as per market estimates. In 2005, it is expected to reach the Rs. 100-crore mark.
So, one may wonder as to why there has been a recent rise in these Call Centers Ads. One of the main reasons for the escalated rise is the extremely high growth rate and equally high employee attrition rate.
Call Center firms are constantly required to keep looking for quality bulk manpower. Big players including WNS GROUP, Wipro Spectramind, IBM Daksh E-services, Convergys India, HCL Technologies BPO Services etc dominate the Indian Call Center market.
Another reason that’s being citied is that --- Until recently, most of the
Call Centers were based in and around major metros like Delhi, Mumbai and Bangalore were able to reach out to the potential candidates due to the major national English dailies. However, with the growth in business Call Centers are expanding their base by moving to places like Jaipur, Chandigarh, Vizag, Kochi and Ahmedabad.
“With so much negative publicity about BPOs, the city folks are not coming in hordes to join BPOs as was the practice before. So BPO firms are luring small town people to metros and even setting up their operations in small cities. Which means that BPOs will be investing more in the local media in smaller cities in the near future," says Subrato Chakroborty, business director, Brand Curry Inc, which handles
Call Center firm Vertex's ad account.

On the other hand, it’s being noticed that most of the big players in the Advertising Industry prefer to stay away from the world of
Call Centers. Lowe (Convergys account), RK Swamy BBDO (GE account) and O&M (3 Global Services) - Mumbai – are just some of the exceptions.

Another reason could be that compared to the total Indian ad industry of Rs 11,815 crore (as per TAM Media), the Call Center division is worth only Rs 50 crore. Usually, it’s the smaller and upcoming ad agencies that handle most of the Call Center ad accounts. Vanguard account -- Bharat Advertising and Wipro Spectramind - Jabro Advertising are the other examples.
To sum it up, the coming together of the Ad world and the Call Center Industry only mean fulfillment of both their needs, in terms of publicity and revenues respectively.
Priyanka.S

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