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 Analysis & Industry Trends

The Call Centre Operation industry has 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 total $890.7 million...

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Industry Report - Industry Investment Chapter

A low level of capital intensity characterises the industry. In 2016-17, for every dollar spent as wages, an estimated $0.07 is projected to be invested in capital. The capital intensity level has increased in the past five years due to increased investment in automated calling technology and telecommunications systems. Call centres in Australia are highly labour-intensive, and major companies rely heavily on experienced and skilled employees. Wages are estimated to account for over 65% of total revenue in 2016-17. Call centres tend to have moderate capital costs, as technology and equipment such as telephones, computers and online databases are used frequently.


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Industry Products

What is the Call Centre Operation Industry?

Firms in the industry 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 Performance

Executive Summary
Key External Drivers
Current Performance
Industry Outlook
Industry Life Cycle

Products & Markets

Supply Chain
Products & Services
Demand Determinants
Major Markets
International Trade
Business Locations

Competitive Landscape

Market Share Concentration
Key Success Factors
Cost Structure Benchmarks
Basis of Competition
Barriers to Entry
industry Globalisation

Major Companies

Operating Conditions

Capital Intensity
Technology & Systems
Revenue Volatility
Regulation & Policy
Industry Assistance

Key Statistics

Industry Data
Annual Change
Key Ratios

Jargon & Glossary

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