Technology & Innovation

Asia competition barometer: IT services

February 24, 2012

Asia

February 24, 2012

Asia
Our Editors

The Economist Intelligence Unit

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Asia’s IT services sector has been expanding rapidly.

Report Summary

Supported by Singapore’s Economic Development Board (EDB), the Economist Intelligence Unit (EIU) has developed the Asia Competition Barometer with the aim of understanding the changing market dynamics in key sectors and assessing the intensity of competition in them. Drawing upon company-level data on profitability and other indicators, the Barometer quantifies the changing dynamics of competitiveness in Asia for select industries between 2004 and 2009.

What does the emergence of Asia as a major engine of global economic growth mean for companies operating in the region? Asia’s robust economic outlook—coupled with diminished growth prospects in many other parts of the world—has attracted new investment into the market both from regional players and Western multinationals. As a result, competition in the region is expected to intensify. Given the darkening global economic outlook, and the expected impact on some economies and sectors in the region, growth and profitability look uncertain in the near term. But over the medium to longer term, Asia’s strong economic fundamentals will ensure consistent growth across a range of industries. How are companies positioning themselves to capitalise on Asia’s growth opportunities over the next few years?

The Asia Competition Barometer assesses the intensity of competition and changing market dynamics in several key sectors. This report examines information technology (IT) services, which include the following sub-segments: software development, including computer games; IT programming; IT consultancy; IT facilities management services; other IT and computer service activities; data processing, hosting and related activities; and web portals.

Among the key findings of this report are the following:

Asia’s IT services sector has been expanding rapidly, in line with the region’s stellar economic growth. Several broad macroeconomic trends, including global corporations’ increasing appetite for outsourcing their internal functions to Asia, higher demand for IT services from fast-growing Asian firms, and rising desktop PC, Internet and mobile phone  penetration rates, have boosted demand for IT services in the region. According to the Economist Intelligence Unit (EIU), between 2001 and 2010, IT services spending in Asia doubled from US$45.6bn to US$90.7bn. Despite the sombre global economic outlook, the EIU forecasts that IT services spending in Asia will reach US$141.3bn by 2016.

The number of players, homegrown and global, is rising. The number and size of publicly-listed firms in the IT services sector in Asia has increased dramatically. The total number of listed companies in the industry rose by more than 30% between 2004 and 2009, from 211 firms to 279.">[1] Total combined revenues nearly tripled from US$16.7bn to US$46.3bn during the same period.  Meanwhile, in recognition of Asia’s increasing importance to the global IT services sector, foreign MNCs have been building up their presence in the region.

Despite a slight increase in market concentration, competition in Asia’s IT services sector remains fierce. Among publicly-listed Asian firms, the industry’s largest players increased their market share between 2004 and 2009. However, Asia’s IT services market remains highly competitive, and a more crowded playing field will continue to put pressure on profits. Smaller players may have a particularly difficult time in the future for two reasons. First, global firms seeking outsourcing partners to enhance their own operational efficiencies—a key driver of growth—will be looking for companies with size and scale. Second, small and medium-sized enterprises who might otherwise have been customers for these smaller outsourced service providers may switch to on-demand IT capabilities available via cloud computing services, forgoing the need for third-party IT services players altogether. Nevertheless, there will continue to be opportunities for small firms that can provide a highly specialised or niche service.

Profitability in Asia’s IT services sector has been declining, and margins in some markets, such as India, may have peaked. The average gross margin of publicly-listed Asian firms declined from 47.8% in 2004 to 41.2% in 2009. Competition is only one factor pushing down profits. A number of others—from the global economic downturn, the commoditisation of certain services, rising wages and the advent of cloud computing—have put pressure on margins. To maintain profitability, many firms will try to move up the value chain, focusing on what is referred to as “non-linear growth”—that is, increasing revenue but not headcount—through R&D and by leveraging new technologies and applications, first and foremost those enabled by cloud computing.

Industry-leading firms could bring growth to other markets as they seek to escape rising costs at home.  Given rising wages, firms operating in India, which have been the market leaders to date in this sector, have been expanding to emerging low-cost centres, such as the Philippines. This trend will continue, as IT services firms are still in the early stages of leveraging their global footprint for the most cost-effective service delivery. This shift will also provide growth opportunities for domestic firms in these new markets.

[1] We assessed a total of 296 publicly-listed IT services firms in Asia between 2004 and 2009. In 2009, there were 279 who were listed and published financial statements.

Other reports in this series look at the precision engineering, petrochemicals and chemicals, transport and logistics, and pharmaceuticals sectors in Asia.

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