Hung up: Intense competition from offshore operators has caused industry revenue to decline

IBISWorld’s Call Centre Operation market research report can be used to help you: understand market size and growth potential; major companies; draft business plans and pitch books; and conduct benchmarking and SWOT analysis. Our industry analysis highlights macro industry trends in the overall sector and micro trends faced by companies that do business in the industry. The industry report also provides key industry statistics and 5-year forecasts to anticipate future industry prospects so you can decide with confidence.


Market Share of Companies
Industry Statistics & Market Size
Annual Growth
2012 - 2017
Annual Growth
2017 - 2022

Industry Threats & Opportunities

  • Industry firms have struggled due to intensifying competition from offshore operators
  • Revenue is influenced by demand, business confidence and consumer sentiment
  • Total business profit and business process outsourcing are forecast to increase steadily

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    Industry Analysis & Industry Trends

    Many firms in the Call Centre Operation industry have struggled over the past five years due to intensifying competition from offshore operators. Many client businesses have been outsourcing their marketing, information and customer interaction services to offshore call centres, particularly in countries such as India and the Philippines. Offshore firms in these countries generally operate with far lower labour and overhead costs, and these cost savings can be passed on to Australian client businesses in the form of lower prices. As a result, industry revenue is expected to decline at a compound annual rate of 0.8% over the five years through 2016-17, to $890.7 million...

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    Industry Report - Industry Key Buyers Chapter

    The industry is characterised by low market share concentration. In 2016-17, the four largest companies are expected to account for approximately 28% of total industry revenue. Salmat Limited, which is anticipated to account for 17.0% of industry revenue in the current year, is the only firm expected to account for more than 5.0% of total industry revenue in 2016-17.

    Market share concentration has remained low over the past five years, as a large number of small-scale companies tend to provide outsourced call centre services. According to the ABS, in 2015-16 (latest available data) only 11 industry enterprises (1.9%) employed more than 200 staff. Furthermore, the majority of call centres generated less than $2 million in revenue for the year. The..

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    Additional Insights for the Call Centre Operation Industry

    IBISWorld identifies 250 Key Success Factors for a business.The most important for the Call Centre Operation Industry are

  • Ability to quickly adopt new technology
  • Provision of superior sales service
  • Access to a multi-skilled and flexible workforce
  • IBISWorld analysts also discuss how external factors such as Demand from business process outsourcing in Australia and Total business profit in the Call Centre Operation industry impact industry performance..

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    Industry Products

    What is the Call Centre Operation Industry?

    Industry firms primarily answer telephone calls and relay messages to clients. Companies also provide telemarketing services on a contract or fee basis, which includes promoting products and services, taking orders, soliciting contributions and providing information to clients. Telemarketing companies do not own the products or provide the services that they represent.

    Industry Products
    Customer service
    Sales and customer acquisition
    Other services
    Technical assistance
    Industry Activities
    Telephone call centre operation
    Telephone answering services
    Voice mailbox services
    Telemarketing services

    Table of Contents

    About this Industry
    Industry Definition
    Main Activities
    Similar Industries
    Additional Resources
    Industry at a Glance
    Industry Statistics Snapshot
    Industry Structure
    Executive Summary
    Industry Performance
    Executive Summary
    Key External Drivers
  • Demand from business process outsourcing in Australia
  • Total business profit
  • Trade-weighted index
  • Business confidence index
  • Consumer sentiment index

  • Current Performance
  • Revenue and profitability
  • Offshoring competition
  • Cost savings versus quality
  • Chart: Revenue Growth

  • Industry Outlook
  • Revenue and profitability
  • Continued offshoring
  • Key changes
  • Table: Call Centre Operation Industry Revenue Outlook

  • Industry Life Cycle
  • Life cycle reasons
  • Chart: Benchmarking - Call Centre Operation Industry Lifecycle vs The Economy

  • Products & Markets
    Supply Chains
    Key Buying Industries
  • Retail Trade
  • Accommodation and Food Services
  • Information Media and Telecommunications
  • Financial and Insurance Services

  • Key Selling Industries
  • Computer and Computer Peripheral Wholesaling
  • Office Property Operators
  • Telecommunications and Other Electrical Goods Wholesaling
  • Temporary Staff Services

  • Products & Services
  • Customer service
  • Sales and customer acquisition
  • Technical assistance
  • Other services
  • Chart: Call Centre Operation Industry Products and Services Segmentation

  • Demand Determinants
    Major Markets
  • Finance, banking and insurance industries
  • Government, education and health industries
  • Other markets
  • Telecommunications and utilities industries
  • Professional service and media industries
  • Hospitality, tourism and entertainment industries
  • Chart: Major Market Segmentation for the Call Centre Operation Industry

  • International Trade
    Business Locations
    Chart: Business Locations by State
    Competitive Landscape
    Market Share Concentration
    Key Success Factors
    Cost Structure Benchmarks
  • Chart: Cost Structure Benchmarking – Sector vs Call Centre Operation

  • Basis of Competition
    Barriers to Entry
  • Table: Barrier to Entry Checklist for the Call Centre Operation Industry

  • Industry Globalization
    Major Companies
    Salmat Limited
  • Table: Salmat Limited - financial performance

  • Operating Conditions
    Capital Intensity
  • Chart: Level of Capital Intensity for the Call Centre Operation Industry
  • Chart: Tools of the Trade: Growth Strategies for Success

  • Technology & Systems
    Revenue Volatility
  • Chart: Volatility vs Industry Growth

  • Regulation & Policy
    Industry Assistance
    Key Statistics
    Table: Industry Data for the Call Centre Operation Industry
  • Industry Revenue (2008-2022)
  • Industry Gross Product (2008-2022)
  • Establishments (2008-2022)
  • Businesses (2008-2022)
  • Employment (2008-2022)
  • Wages (2008-2022)

  • Table: Annual Percentage Change for Key Industry Data
    Table: Key Ratios for Industry Key Data
    Jargon & Glossary
    Cloud Computing
  • The connection and storage of data and information for a large number of users across a network.
  • Cross-Sell
  • The process of selling an additional product or service to an existing customer.
  • Offshoring
  • Relocating domestic services to overseas countries with cheaper labour costs to service domestic clients.
  • Upsell
  • The process of selling a more expensive product or upgrade to a customer.
  • Why buy this report?

    IBISWorld industry market research reports enable you to:
    • Find out about key industry trends
    • Identify threats and opportunities
    • Inform your decisions for marketing, strategy and planning
    • Quickly build competitive intelligence
    This report on Call Centre Operation:
    • Provides Market Size information to assist with planning and strategic decisions.
    • Includes the necessary information to perform SWOT, PEST and STEER analysis.
    • Helps you understand market dynamics to give you a deeper understanding of industry competition and the supply chain.
    • Analyses key performance and operational metrics so that you can benchmark against your own business, that of your customers’ businesses, or your competitors’ businesses.
    The Call Centre Operation market research report includes:
    • Historical data and analysis for the key drivers of this industry
    • A five-year forecast of the market and noted trends
    • Detailed research and segmentation for the main products and markets
    • An assessment of the competitive landscape and market shares for major companies
    • And of course, much more

    IBISWorld reports on thousands of industries around the world. Our clients rely on our information and data to stay up-to-date on industry trends across all industries. With this IBISWorld Industry Research Report on Call Centre Operation, you can expect thoroughly researched, reliable and current information that will help you to make faster, better business decisions.

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