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Home > Computers and Information Technology > Software > CRM & Customer Service
Selling CRM in Asia-Pacific: Tread Carefully
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| Published Date:
March 2003
Published By:
Datamonitor
Page Count:
55
Order Code:
R313-5582
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Introduction:
Although the operational CRM market shrank globally in 2002, Datamonitor has identified key opportunities for vendors in the Asian market. However, there is no one clear strategy to use in Asia - each country is distinct, and each carries a different degree of risk. Learning how to approach each market differently is the key to success.
Scope:
* Asia is a good growth opportunity for vendors. However, growth will be slower and occur later than predicted by most companies
* The biggest competitive challenge to western CRM vendors in the highest-profile markets of India and China comes from in-house and local players.
* Asia is best viewed as a set of markets with different political, cultural and economic environments. Sales strategies must be country-specific.
Report Highlights:
The Asia-Pacific CRM market will grow from $445m in 2002 to $739m by the end of 2005, but growth will not be evenly spread. While China will grow at a CAGR of nearly 60%, Australia, Singapore and Japan will only grow at an average of 6% per annum. Much of this growth will not be realized by western vendors, but by local, inexpensive CRM suppliers.
Malaysia, China and India are the markets with the greatest growth potential. India’s CRM market is dominated by call center technologies; the Malaysian market is small but stable; and there is no other country that elicits as much excitement amongst the CRM vendor community as China.
The three smallest markets in 2002, Indonesia, the Philippines and Thailand, are at this stage ‘beyond the pale’ for most US or European-based vendors. In Datamonitor’s opinion, no significant investment in these countries should be planned in the short or medium terms (with some exceptions for the outsourcing vertical).
Reasons to Purchase:
* Understand the develop varying strategies for selling CRM into individual Asian countries
* Assess the opportunity by country and vertical against the costs of localization and sales investment
* Determine how your CRM solution fits with the needs of each Asian market, and where to focus precious resources
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