INTRODUCTION: The Need
As the Information Technology and Business Process Management (IT-BPM) industry continues to be shaped by trends in politics, culture, and technology, it is essential for the Philippine to present unique advantages to potential investors. In order for IT-BPM’s leaders to identify the industry’s unique value propositions, comprehensive understanding is required of how the Philippines and its IT-BPM sector are perceived within various industries and across national borders.
In response to this need, the IT and Business Process Association of the Philippines (IBPAP) commissioned EON to conduct a Brand Audit of the IT-BPM industry. This Brand Audit utilized insights culled from news articles, country reports, business indexes, and social media scans to craft unique research tools for distribution within and outside the Philippines. EON then analyzed the results of this research to offer new insights on perceptions of the IT-BPM industry and the Philippines’ investment potential amidst rapid changes in politics, economics, and culture. These insights allowed EON to develop strategies for IBPAP to implement as it works to promote the IT-BPM industry in the Philippines and position the country as an ideal investment destination.
METHODOLOGY: The Approach
EON began by consulting published materials on Philippine IT-BPM, including online data, local and global news reports, and data published by government institutions and analyst groups. EON simultaneously culled insights through social listening scans, wherein conversations across social media platforms were collected and analyzed to reveal current perceptions of the industry, as well as local perceptions within the countries that are most frequently associated with the sector.
The key insights from this research were then synthesized toward the creation of quantitative and qualitative research tools, in the form of a perception survey and key informant interviews. Perception surveys allowed respondents to assess their perceptions on factors contributing to the development of IT-BPM in the Philippines, while key informant interviews allowed for respondents to elaborate on their perspectives and offer detailed insights on the critical factors impacting the country and its sector. Research respondents were divided into four categories: those currently investing in the Philippine IT-BPM industry; those investing outside the Philippines; current IT-BPM employees; and global business experts.
RESULTS: The Insights
The Audit revealed how the Philippines is recognized as a global leader in IT-BPM, particularly for voice services. Positive impressions of the industry owe to Filipinos’ strong English skills and a high premium on customer service. Simultaneously, concerns persist over the ability for the industry to upscale its services and talent in light of new technologies like robotics and artificial intelligence. Perceptions of instability have also impacted the Philippines’ ability to attract investors, as global media pays considerable attention to the nation’s political controversies.
Those deterred from investing in the Philippines find formidable options in competitors from within the Asia-Pacific, as well as countries in the Latin America and EMEA regions. These hubs provide investors attractive government incentives and talent which offer higher-value services at a competitive cost. Simultaneously, competitors suffer from issues with infrastructure, talent competency levels, and perceptions of political stability. These shortcomings are identical to the reported weaknesses which threaten future investments in the Philippines; thus, beyond calling for greater collaboration, skills development, and government support, stakeholders note the need for the Philippines to stand out from competitors by communicating a clear country brand. This brand would define the Philippines’ unique value proposition in the global community toward sustained investment for future generations.
EON then synthesized these insights to develop a unique brand for the Philippines and its industry. In doing so, it took note of the key qualities which respondents cited as critical to the Philippines’ success: Innovation, collaboration, agility, and resilience. Filipino innovation enables the country’s talent to adapt to rapidly changing landscapes, while collaboration between individuals and institutions builds the systems that enhance the country’s resources. Filipino agility empowers local talent to upscale their service delivery and remain one step ahead of advancements in technology, while Filipino resilience provides focus, determination, and creativity even in times of confusion and instability. These four qualities are all linked together by a unique Filipino spirit – an inimitable quality cited by the majority of the Audit’s respondents which permeates the country and acts as a key driver for investment in the Philippines.
MOVING FORWARD: The Strategies
Taking all the research insights into consideration, EON developed a brand narrative for IBPAP to be used in its efforts to promote investment in the Philippines and its IT-BPM industry. This narrative emphasized the Philippines’ unique ability to offer a diverse portfolio of cutting-edge services, each characterized with a meaningful human dimension.
EON and IBPAP developed key strategies to ensure the industry reaches its goals as indicated in the Roadmap 2022. These include efforts to upscale communication efforts that promote the diversity, inclusivity, and impact of IT-BPM in the Philippines through a variety of local and global media. At the government level, IBPAP would continue to engage and collaborate with relevant institutions toward developing new policies and regulations which encourage investment. Lastly, IBPAP committed to internal growth through the enhancement of its operations, expertise, services, and products.
EON and IBPAP began putting these strategies into practice by organizing specific presentations of the Philippine IT-BPM Brand to key stakeholder groups. This includes presentations of the Audit to government bodies such as the Department of Foreign Affairs and the Department of Trade and Industry, as well as presentations to the industry’s global business heads at the 9th International IT-BPM Summit. The country brand also proved instrumental in the development of IBPAP’s Career Marketing Initiative, “IT Starts Here,” which emphasizes the role of IT-BPM in building the Philippines as it seeks to increase the number of employees in the Philippine IT-BPM ecosystem.
Guided by the insights of the Brand Audit and the Philippine IT-BPM brand, IBPAP is well on its way to positioning the Philippines as the global premier IT-BPM hub.
