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THE
Business Processing Association of the Philippines (BPAP)
will implement new talent and marketing initiatives to
counter any possible downscaling of projects brought
about by the global financial crisis.
But in
spite of forecasts of a weaker economy, the umbrella
organization of the business process outsourcing (BPO)
industry is confident members can reach the total
revenue target of $6.8 billion by year-end.
Presenting to members of the media its marketing thrust
to “Experience Excellence, Experience the Philippines,”
BPAP said they will still push the Philippines as a good
and strategic outsourcing destination in its future road
shows to further entice companies in the US, Europe,
Australia and Asia to locate their BPO units here. In
addition, BPAP also plans to tap industries with little
or no experience in outsourcing, such as engineering,
design, creative, retail and logistics services.
“Instead
of looking at the current US scenario as a negative
situation, why don’t we view it on a more positive way?”
suggested Oscar Sañez, president and chief executive
officer of BPAP. “We should convert the problem to a
restructured solution and offer the Philippines as the
right solution to the US financial crisis.”
“We have
to be more upbeat. The country has more selling points
that include beaches, shopping malls like Greenhills and
spas. The experience in the country and the service we
deliver will make investors stay,” added Jonathan de
Luzuriaga, BPAP executive director for industry affairs.
The BPAP
is also certain to attract more investors after the
organization became one of the nominees for the
Offshoring Destination of the Year category for the 2008
National Outsourcing Association in United Kingdom along
with Egypt and Romania.
“We also
want foreign countries to realize that the Philippines
has moved up from the current value chain of just
offering good English, answering mails and calls and
accounting works. The industry can now even provide
quality animation and design services and efficient
whole backend operations,” said Cathy Ileto, BPAP
executive director for external relations.
The BPAP
executives said their campaign will include
collaboration with the Royal Institute for British
Architects (Riba) for future industry design on November
in London and will join conferences in the US.
For its
domestic initiative, BPAP is currently developing short
film clips and game content about outsourcing to be
uploaded in December on networking sites like Friendster.
“We’re
also tying up with search engine like Yahoo! for us to
be on the top list of hierarchy. CreaM (Creative Media
and Film Society of the Philippines) and Havoc Digital
will help us too in online recruitment and marketing,”
informed Ileto.
She
added, “We want to educate the community that [the
outsourcing industry] is not a dead-end job. It’s a
broad understanding of the workplace, rendering services
for the global industry and exceptional training.”
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