‘Asia’s Latin City’ branding very unique positioning — ICTO exec PDF Print E-mail
Friday, 28 September 2012 14:08

An expert on information and communications technology the other day minced no words in saying that Zamboanga’s new branding “Asia’s Latin City” is a very unique positioning that can make the city the best resource for multi-lingual business process outsourcing (BPO)focusing on Spanish language, now considered a high growth segment.

“The positioning that you’re taking, the Latin city of Asia is really going to click”, Alejandro Melchor III, Deputy Executive Director of the Information Communications Technology Office of the Department of Science and Technology (ICTO-DOST) said addressing participants of the 2012 Zampen ICT Conference and Trade Exhibit: An ICT Road Show, Wednesday.

Melchor comprehensively discussed about the ICT industry, particularly the ITBPO (Information Technology Business Process Outsourcing) market and in effect gave numerous tips on how the city can promote the branding “to grab a lot of outsourcing work that might otherwise go elsewhere”.

According to Melchor, multi-lingual BPO is an emerging trend in the industry as a lot of companies are now thinking of setting up multi-lingual operations and that four of the biggest companies have selected the Philippines as the best location in the world to establish multi-lingual BPO operations.

Spanish language BPO, he revealed is a high growth segment and that there is a great deal of interest in BPO in Latin America. “They (Latin America) want to capture Spanish language BPO, they know how big that is, that is a high growth sector that is not only the Hispanic and Latin Community in North America and Central America but in Latin America, Spain and Spanish colonies—that is a huge market”.

Melchor expressed confidence that the Philippines can actually outdo the Latin American countries when it comes to Spanish language BPO.

He disclosed that most countries in the world are actually starting to outsource that instead of opening up facilities in different countries with different languages, the companies are bent on establishing multi-lingual BPO centers.

“And I am suggesting that Spanish language is a very, very lucrative area”, Melchor said, stressing that the city should position itself as the best resource for this operations.

The country should undertake systematic programs to train people in English and Spanish and that Zamboanga City, with its unique positioning, as “Asia’s Latin City” can find the job handy.

He said the ICTO-DOST will help market not only the Philippines but the next wave cities among them Zamboanga stressing “you have a wonderful positioning that is very easy for us to help market you”.

Zamboanga’s branding “Asia’s Latin City” is anchored on the fact that Zamboanga is the only city in the Philippines and the entire Asia where the majority of the population speaks in a Spanish derivative language called ‘chabacano’. It likewise conveys the city’s historical ties with Spain dating back over 300 years ago with the laying of the cornerstone at the Fort Pilar.

Some 300 stakeholders representing the different sectors from all over Zamboanga Peninsula participated in the 3-day event held in the city.

The opening program yesterday kicked off with the ribbon cutting ceremony for the exhibit with Mayor Lobregat, Melchor (not Usec. Casambre as published earlier), Nicholas Luff- Sustainable Development Specialist from Canada and Maureen Bello- RITECC chairperson and Zamboanga ICT president Felix Louell Saavedra leading the rites.

The ICT Roadshow themed “Harnessing ICT for Smarter Countryside” was an initiative of the Zamboanga City ICT Council in its bid to promote the city “as an ICT investment climate as a pre-requisite for the bid to be one of the next wave cities in the Philippines for 2013.” — Sheila Covarrubias