BRAZIL IT-BPO BOOK
brazilian association of information technology
and communication companies – Brasscom
President of the board
BraZil it-Bpo Book 2008-2009
technical suPPort team
José C. Labate
Members of Brasscom’s Marketing Work Group
Rua Funchal, 263, conjunto 151
04551-060, São Paulo, SP, Brazil
Phone 55 11 3053-9100
Fax 55 11 3053-9115
BRAZIL IT-BPO BOOK
message from the PresiDents
global it-bPo trenDs
the brazilian it-bPo sector
brazil goes global
brazil’s ValUe ProPosition
Industry and business knowledge
Qualified human resources
p. 36 conclUsion
Sound infrastructure Cost efficiency
p. 42 p. 66
Favorable economic, political and legal environment
Time zone proximity
6 brazil it-bpo book 2008-2009
Brazil: a safe harbor
message from the presidents 7
Information Technology (IT) plays a key role in the day-to-day lives of companies and nations.
If business needs to be expanded, it provides the essential input for planning, executing and
controlling action. If costs need to be rationalized, it provides the vital tools for enabling
more efficient operations and management. The process is global and Brazil takes a dynamic
and creative part in it. The IT industry has provided the country with great service for over
four decades. The eighth largest IT market in the world is planned here, and information and
communications technology represents about 7% of Brazil’s gross domestic product (GDP).
In this publication Brasscom offers the world a snapshot of Brazil’s IT industry. It is based on
recent studies carried out for Brasscom, which have outlined the comparative outlook for
domestic and global markets, and provided indispensible primary data for the industry and
Recent evidence shows that Brazil is rapidly becoming a safe harbor for offshore IT and
business process outsourcing (BPO) services. This is the focus of this report, which is designed
for companies and opinion makers in the industry. It aims to reduce the imbalance in
information provided to agents in the area and to add value to their business decisions.
Above all, this publication seeks to share data and open up horizons. This is why it begins with
an overview of the global IT-BPO services market, which has shown to be resilient in face of
a global economic crisis, and continues to grow. It then presents the position held by Brazil’s
industry and its potential for expansion. It shows why Brazil has arisen as a consistent and
strategic offshore alternative.
This publication also proffers the point of view held by analysts of this market, identifies the
resources and advantages enjoyed by Brazil in global terms, and provides comparative data
on other traditional and emerging players. It also focuses on aspects of infrastructure, human
resources and policies for the industry, with special emphasis on the firm support offered by the
Brazilian government. The situation presented here may surprise some readers, and certainly
reveals a secret that has been well-kept in recent years but which now, with the country’s
projection in IT-BPO, is becoming an ever-more incontestable fact.
Many people, companies and institutions collaborated in the preparation and publication of
this report. Special mention must be made of the Brazilian Trade and Investment Promotion
Agency (Apex-Brasil), which embodies the Brazilian government’s commitment to our industry.
We also extend our warm thanks to our member companies and consultancies International
Data Corporation (IDC), A.T. Kearney, and Booz & Company.
Rogério Oliveira Antônio Gil
President of the Brasscom Board President of Brasscom
CREATING JOBS, BOOSTING PRODUCTIVITY,
COMPETITIVENESS AND PER CAPITA GDP,
THE IT-BPO SECTOR IS TODAY A GROWTH
DRIVER FOR ThE COUNTRIES
global it-bpo trends 9
Extensive market intelligence research carried out by Brasscom – the Brazilian Association of
Information Technology and Communication Companies – has shown how vital Information
Technology (IT) is to the economic development of any country that wants to be a part of the
global market. Over the last few decades the IT industry has become the main growth driver in
the leading global economies, illustrated by such indicators as job creation, a general rise in
productivity, increased competitiveness and rising per capita gross domestic product (GDP).
This strength and dynamism is best exemplified by Information Technology (IT) and Business GLOBALLY
Process Outsourcing (BPO) services, sectors whose strong growth forecasts have been
maintained despite the global crisis. In 2008 IT-BPO generated US$ 1.23 trillion globally, with IN 2008
outsourcing processes (both domestically and internationally) accounting for US$ 819 billion
of this total, having grown 6% a year from 2004 to 2008. This growth rate is expected to
reach 7.4% a year from 2007 to 2012, according to consultancy A.T. Kearney.
Demand is distributed as follows: applications (IT consulting, system development,
integration, expansion and management), US$ 289 billion; infrastructure (including software
development and software sales), US$ 271 billion; BPO, US$ 171 billion; and hardware
services, US$ 87 billion.
GLOBAL IT-BPO SERVICES MARKET CAGR*
1233 1274 3% 3%
IT-BPO Services 1069
(in-house and 997 7.4% 6%
70 84 101
50 20% 40%
* Compounded Annual Growth Rate.
Source: Gartner, A.T. Kearney analysis.
10 brazil it-bpo book 2008-2009
BPO grew 8.2% a year from 2004 to 2008, a trend which is expected to continue even more
rapidly (8.7% a year) until 2012. We estimate that the rate of expansion will also increase in
infrastructure (7.2% a year from 2008 to 2012, compared with 5.9% in the previous period),
applications (6.6% compared with 5.2%) and hardware (2.8% compared with 2.3%).
In 2007 the United States accounted for 42% of demand, and Europe for 35%. Finance,
manufacturing and the public sector were the main vertical segments in the market.
Companies mainly opt to outsource services in order to expand their operations, to increase
revenue, to reduce costs, to streamline processes, and to concentrate their efforts in their
areas of expertise. Today, many companies are contracting service providers in developing
countries to take advantage of labor cost arbitrage, which leads to reduced costs.
‘Offshore Outsourcing’, which means outsourcing to other countries, is the segment that has
expanded the most, growing an average of 40% a year from 2004 to 2008 and turning over
US$ 70 billion in 2008 alone. From 2008 to 2012 average annual growth is expected to be
20%, turning over US$ 145 billion.
India is by far the largest supplier in this market, having exported US$ 41 billion from 2007 to
2008, according to A.T. Kearney. In the same period, however, Brazil, China, Russia, Mexico
and the Philippines, amongst other players, significantly increased their market shares.
Analysts in the sector forecast that over the next few years around 50% of the market will be
fought over by emerging players. Companies hiring services will need to create new strategies
to globally outsource (for example, prioritizing suppliers closer to their borders, which is
known as nearshore outsourcing), which will create clear opportunities for Brazil. A report
published by Gartner Group at the end of 2008 stated that Brazil is a natural choice when it
comes to potential investment in IT-BPO services.
BrAZIL HAS BECOME A STrATEGIC GLOBAL
PLAYEr IN IT-BPO. WHAT WILL ITS rOLE BE IN
THE NEAr FUTUrE?
The Brazilian IT-BPO market is among the strongest and most mature in the world. Over the
last few decades it has been evolving in size, coverage and complexity, in line with the other
economic sectors. Brazilian companies operate in the country, along with multinational firms.
The main hardware manufacturers have facilities in Brazil, and are also one of the main
consumers in this market. In 2008, according to consultancy IDC, Brazil was ranked fourth
in global computer sales, behind only Japan, China and the United States. Brazil’s software
global it-bpo trends 11
OFFSHORE COMPETITIVE SCENARIO
Spending – USD Billion Estimate
90 84 USD 31
Source: Gartner, A.T.Kearney analysis.
industry has greatly improved training, quality and competitiveness. IT services are vital for all
sectors – government, industry, retail and services – and are the country’s flagships regarding its
standing on the international market.
The private sector and the Brazilian government share ambitious goals to position the country as
an increasingly relevant and strategic global player in IT-BPO.
Goals were established as a part of a development program for the sector within the government’s
Productive Development Policy (PDP), launched in 2008 by the Ministry for Development, Industry
and Foreign Trade. These goals included strengthening the microelectronics segment, enlarging
the production chain, and expanding the infrastructure for digital inclusion. Furthermore, the
Brazilian government set a goal for 2010 to boost IT-BPO exports, from US$ 2.2 billion to US$
3.5 billion. Projects to create 100,000 jobs in the area are also being implemented, and two large
Brazilian technology groups are being consolidated.
Initiatives that involve the federal government, Brasscom, and other industry associations are
handling expanded access to computers and broadband internet connections, professional
training, and job creation.
Finally, comprehensive, shared agendas to combat the crisis take in specific measures for the IT-
BPO sector, given the consensus regarding its relevance as a strategic sector of the economy.
LARGE COMPANIES IN THE IT-BPO SECTOR, RESEARCH
CENTERS, UNIVERSITIES AND INSTITUTIONAL PARTNERS
WORK TOGETHER TO PROJECT THE EXCELLENCE OF THIS
INDUSTRY IN BRAZIL AND WORLDWIDE Bridge, Brasília
brasscom’s agenda 13
Brasscom – The Brazilian Association of Information Technology and Communication
Companies – represents the main IT-BPO companies, both Brazilian and international,
which account for 70% of Brazil’s gross domestic product (GDP) in the sector, as
well as research centers, universities and institutional partners. Founded in 2004,
SEEKS TO GET
Brasscom works to position Brazil amongst the world’s three leading strategic IT-BPO THE MOST
centers. To this end, it seeks to align public policies with the private sector and local
and international markets, as well as to encourage cooperation with employees and the OUT OF THE
associations that represent them.
Its agenda is built around promoting Brazil’s excellence and innovative capacity in
IT-BPO, which is essential to increased efficiency and productivity in every sector THE IT-BPO
of the economy. In five areas of operation, Brasscom works to consolidate the
relevance of the IT-BPO sector in Brazil.
BRASSCOM’S Market intelligence
Technical training Infrastructure
AREAS OF Opinion makers
OPERATION IT-BPO career promotion Digital TV
Universities Digital inclusion
Institutional relations Public relations
Technical schools Brazilian Digital
Labor law Convergence Index Publications
Legislation & taxes Innovation Events
International agreements Mobility Media & web
IP & piracy control relations Broadband Branding
EDUCATION & DIGITAL
REGULATORY MARKETING & EXPORTS
HUMAN RESOURCES CONVERGENCE
National councils Market strengthening Institutional relations Institutional communication Public relations
14 brazil it-bpo book 2008-2009
A COMPETITIVE, REGULATORY FRAMEWORK
Brasscom aims to establish a competitive, fair, and ethical environment for the IT-
FAIr AND ETHICAL BPO sector. It works together with other associations, unions, and governmental
institutions to propose bills of law that will benefit the sector, and to get these
ENVIrONMENT bills passed into law.
FOr THE IT-BPO Law number 11,774, of September 17, 2008 reduced social security contributions on
company payrolls by 50% (from 20% to 10%).
Law number 11,908, of March 3, 2009 allows information technology and
communications companies to make tax deductions of 200% of the amount they spend
on training their employees working in software development, when the ‘actual profit’ tax
calculation system is employed.
Brasscom is monitoring the bill of law that deals with outsourcing services. It is also
working to improve the legal framework for intellectual property, digital convergence,
data security and privacy, and tackling software piracy.
The association is working on a standard to be used when IT-BPO professionals are hired,
based on current legislative principles (Consolidation of Labor Laws), allowing self-
regulation of work on the IT-BPO market.
EDUCATION AND hUMAN RESOURCES
Brasscom works actively with governments, universities, training centers,
institutions and companies to influence, create, manage and take part in technical
and language training programs in line with company needs.
A study amongst Brasscom members appraised the demand for IT-BPO professionals in
relation to geographical location, technical, and language needs. Based on these results,
a package of local, regional and federal programs is being offered, including the Sector
Qualification Plan – Information Technology (Planseq – IT), Forsoft and Pós-Técnico,
designed to train programmers and developers, and Englisoft, training people in English.
Brasscom takes part in several institutional forums designed to raise awareness at
various governmental levels of the need to adapt school curricula and to awaken an
interest in the IT-BPO area. This aligns training and education more closely with the
market. In addition, funding is sought to fill the existing gaps in this area.
brasscom’s agenda 15
Brasscom provides a guide to the IT-BPO industry regarding the challenges in
infrastructure, digital convergence, and innovation.
Digital convergence is at the core of the profound transformation the IT-BPO sector
is undergoing globally. The fast adoption of new technologies, combined with the
continuous growth in the number of users, is changing the way in which consumers
interact with companies. This rapidly changing landscape demands a constant review of
the technologies and business models being used, and Brasscom coordinates a range of
programs in this area:
A digital TV work group has been set up within the association to deliberate the
massive business opportunities created by interactivity which will require a large
number of trained professionals to develop applications and other software platforms.
Brasscom prepares and publishes The Brazilian Digital Convergence Index, which
indicates that Brazil has been evolving in this area. The most recent issue of the
index shows dynamic growth in the indicators associated with the technological
platform (hardware, software and IT-BPO services) and convergence (connectivity,
communications, media, and digital access to services and products).
In partnership with consultancy Booz & Company, Brasscom has provided a wide Broadcast tower and TV antennas,
Resende, Rio de Janeiro
range of recommendations for the Brazilian government to strengthen the IT-BPO
industry and stimulate the national economy. The program is based on a balance
between the five pillars of cost, coverage, awareness, training, and regulation. The
plan is to attract investments of around US$ 407 million in wireless broadband,
generating 15,000 jobs to build this infrastructure, adding one million new
broadband access points in Brazil, selling five million new computers, creating
50,000 formal jobs and adding US$ 35 million in investments in Lan Houses
(Internet access for fee locations similar to Internet cafes).
BRASSCOM PROGRAM FOR IT-BPO INFRASTRUCTURE
BROADBAND 1.0 UP TO 5 MILLION CREATION OF
NEW PCS – GREATER AT LEAST
COMPUTER FOR EVERYONE 2.0 PENETRATION 15,000 JOBS
LAN HOUSES 3.0
FORMALIZATION SPILLOVER EFFECT OVER 1 MILLION
TRAINING FOR SMES OF UP TO IN OTHER ECONOMIC NEW BROADBAND
50,000 JOBS SECTORS ACCESS POINTS
ACCELERATE KEY REGULATORY PROCESSES
LAW N. 11,774 (EMPLOYMENT COST) US$ 35 MILLION US$ 407 MILLION
INVESTED IN INVESTED IN
IT-BPO IN THE GOVERNMENT LAN HOUSES WIRELESS BROADBAND
16 brazil it-bpo book 2008-2009
THE TArGET: INTERNATIONALIZATION, EXPORTS AND INVESTMENTS’ ATTRACTION
Brasscom positions and promotes Brazil’s potential in IT-BPO on both the domestic
US$ 3.5 and international markets, focusing on increasing Brazil’s export volumes and
building investment in the sector.
In January 2009, Brasscom, together with Brazilian Trade and Investment Promotion
BY 2010 IN Agency (Apex-Brasil), launched a joint initiative to boost IT-BPO exports to US$ 3.5
billion by 2010. The agreement concentrates on the implementation of a comprehensive
EXPOrTS international program, with actions for promoting the sector internationally, fostering
business, and improving relationships with key influencers and decision-makers.
Over the next two years several projects will be rolled out involving ministries, funding
agencies, sector associations, chambers of commerce and international business
promotion agencies. The scope of these projects include the promotion of the sector
in Brazil and internationally, participation in strategic international events, and the
organization in Brazil of conferences and visits by analysts, journalists, and specialists
in the area.
The association maintains a close relationship with the main international organizations
and key stakeholders from the global IT-BPO industry, offering the best and most
accurate information about the Brazilian market.
Brasscom represents the IT-BPO sector in Brazil and internationally.
Brasscom is a member of the Economic and Social Development Council, linked to the
Presidency of the Republic, and also of the Private Sector’s Consulting Council (Conex),
linked to the Ministry for Development, Industry and Foreign Trade, at which it discusses
proposals to promote economic and social development and to improve foreign trade
policies. It also participates in national forums on competitiveness.
The association operates as a hub connecting the Brazilian IT-BPO sector to potential
markets, and promoting Brazil’s competitive advantages. Brasscom has been acting as a
facilitator for potential partnerships, mergers and acquisitions, joint ventures, alliances
and other joint efforts between Brazilian and international companies.
brasscom’s agenda 17
The Brazilian Trade and Investment Promotion
Apex-Brasil headquarters, Brasília
Agency’s (Apex-Brasil) mission comprehends
a series of endeavors which include the
promotion of exports of Brazilian products and
services to foreign countries, the development
of the internationalization of Brazilian
companies and undertakings focused on
attracting foreign investment into the country.
The Agency seeks to increase the number of
Brazilian exporting companies and to add
value to the list of Brazilian exported products.
On the other hand, the Agency also strives
to consolidate the country’s presence in
traditional markets and to open new markets
for the Brazilian products.
At the moment, Apex-Brasil gives support to over 70 sectors of the Brazilian economy, ranging from agribusiness
to machines, technology, architecture and civil construction, entertainment and services to fashion and industrial
equipment. The Agency develops and builds the image of these productive sectors by means of solid marketing
activities and publicity campaigns directed to entrepreneurs and consumers of highly potential purchasing power. Every
year, Apex-Brasil provides assistance to Brazilian companies’ participation in more than 600 events – both in Brazil
To achieve these objectives, Apex-Brasil offers products and services in the following areas:
Export training Positioning and image
Commercial promotion Backing for international expansion
Apex-Brasil has stepped up action to attract direct foreign investment in Brazil, seeking to identify opportunities,
holding strategic events and supporting investors throughout the process in Brazil.
SUPPORTED BY CONTINUOUS AND
RAPID GROWTH IN RECENT YEARS,
BRAZIL’S IT-BPO INDUSTRY IS
READY TO PLAY A LEADING ROLE
ON THE GLOBAL MARKET
the brazilian it-bpo sector 21
BrAZIL HAS THE EIGHTH LArGEST DOMESTIC
IT-BPO MArKET IN THE WOrLD
In 2008 the sector turned over US$ 59.1 billion, including exports and IT-BPO areas that are
part of the structure of Brazilian companies in every economic sector. If the communications
sector is included, which forms the ICT complex, turnover exceeded US$ 139.1 billion.
The country’s IT-BPO sector is 45 years old, has grown in step with Brazil’s economy and has
developed sophisticated solutions for companies in several business segments. Some of these
companies compete on the global market and are amongst the leaders in their fields. Examples
of such companies include Ambev (part of AB Inbev, the world’s second-largest beverage
company, after Coca-Cola), BrasilFoods (the largest chicken processor in the world), Petrobras
(the world’s 12th largest oil company), Embraer (the world’s third-largest commercial jet
manufacturer), Vale (the world’s largest producer and exporter of iron ore), CSN (the world’s
fifth-largest steel maker), Gerdau (the largest producer of long steel in the Americas), and
Aracruz (a global leader in the production of eucalyptus pulp). Brazil’s financial system is also
relevant in this scenario, and is considered by both the World Bank and the Gartner Group,
one of the most advanced in the world, with all the institutions connected to a fully developed
Hardware still has the largest market share in the IT-BPO sector, mainly servers, storage
devices, peripherals (printers, portable devices), and network equipment, followed by services
(including planning, development, support and systems and process management), BPO
22 brazil it-bpo book 2008-2009
IT-BPO, ADDED TO
EXPOrTS AND THE IT-BPO AND COMMUNICATIONS
IN BRAZIL, 2008
COMMUNICATIONS USD Billion
SECTOr, ACCOUNTS FOr
7% OF BrAZIL’S GDP
IT SPENDING, 2008
1. IT SPENDING
16.2 3. EXPORTS 7% of
4. HARDWARE FOR GDP
5. TELECOM SERVICES
6. IT IN HOUSE
1 2 3 4 5 6 7
Source: Brasscom, IDC.
the brazilian it-bpo sector 23
According to A.T.Kearney, the sector currently employs around 1.7 million people, including
programmers, systems analysts and managers, having grown by around 6.5% a year on
average since 2005 as a result of the constant expansion of the sector. Specialized schools
throughout Brazil produce around 77,000 new professionals for the market every year. Brazil is
recognized for its intensive use of global standard platforms, architectures and methodologies
– including Java, Unix, Linux, Cobol, Natural, .Net, C++, Oracle, SAP, Totvs, Siebel, PeopleSoft,
SOA, EAI, CMMi, ISO, and ITIL, amongst others.
Strong in vertical segments, such as financial services, manufacturing, communications, oil &
gas, retail and government, the Brazilian market is completely open, with both Brazilian and
international companies competing on it.
The Brazilian IT-BPO sector combines technological expertise with an extensive knowledge of
business processes for specific sectors. It currently provides mature solutions for agribusiness,
the aerospace and automotive industries, health services, e-commerce, insurance, banking,
and fiscal and tax operations, amongst others.
A survey carried out by the Center for Applied Information
Technology at Eaesp-FGV at the beginning of 2009 has shown
that there are 60 million computers being used in
Brazil, in both the business and residential segments. In 2008
12.2 million units were sold – over 30,000 a day – up
16% on 2007, when for the first time computer sales surpassed
those of television sets. Today the country has one computer
for every three inhabitants and the forecast is that by
2012 this number will have increased to one computer for
every two inhabitants. The survey also stated that Brazilian
companies spend and invest and average of 6% of
their net revenue on IT, an amount that has doubled in
THE BRAZILIAN IT-BPO
INDUSTRY REAChES ITS
MATURITY WITH A RECORD
OF EXPORTS AND IS READY
TO MEET EVEN MORE
brazil goes global 25
HEADED BY IT SErVICES, BrAZIL’S
EXPOrTS GO FOWArD SHOWING
DYNAMISM AND VErSATILITY
Brazil’s IT-BPO export market turned over US$ 2.2 billion in 2008 – including IT-BPO services, BRAZIL’S IT-BPO OFFSHORE
captive centers and software. REVENUES, BY SERVICES, 2008
Revenue comes mainly from IT services, and most (73%) is related to development, which is
a higher proportion than in other countries. According to the IDC, the biggest growth is in the 4%
integration and consulting areas, as in the rest of the world, but development will continue to
dominate for a long time.
In the BPO segment demand is concentrated in call centers, which account for 40% of business
activity. These usually involve multinational company branches working for the head offices
(“captive centers”). Operations focusing on the market outside Brazil are mainly help-desks, 73%
B2B, and B2C call centers.
CUSTOM APPLICATION DEVELOPMENT
BRAZIL’S OFFSHORE SERVICES MARKET, 2008 INFRASTRUCTURE SERVICES
Source: Brasscom, IDC.
1. IT SERVICES & BPO
2. SOFTWARE LICENSES & RELATED SERVICES
Source: Brasscom, IDC.
26 brazil it-bpo book 2008-2009
BRAZIL’S IT-BPO OFFSHORE The main demand for IT-BPO services comes from the manufacturing sector, which may be
SERVICES MARKET, explained by the fact that the country is especially strong in ERP – followed by the finance
BY INDUSTRY, 2008 sector. Combined they account for 46% of this market. The main services include application
management, testing, and infrastructure, amongst others.
24% US companies are the main clients, accounting for over 80% of demand, followed by Latin
America (especially Argentina, Chile, Colombia and Mexico), and Europe (especially Germany,
Spain, France, England and Portugal).
22% The Brazilian market is very diversified, and offers services in several formats. COBOL
dominates, for two main reasons: the presence of heavyweight companies using this
language, and a significant financial sector. The country also stands out in Java applications
– it has one of the three largest contingents of Java programmers in the world, and is a
reference point in this technology. Its consolidated history in ERP has also attracted some
FINANCE global projects to the country.
Brazil’s strategic position and its positive business environment have driven the development
OIL & GAS
OTHERS of shared service centers and IT-BPO regional centers to serve Latin America.
Source: Brasscom, IDC. CAPTIVE CENTERS
Captive centers are development centers created by companies to serve the IT BPO
demands of their head offices. They are becoming more common in Brazil as the result
of a combination of factors:
BRAZIL’S IT-BPO OFFSHORE
SERVICES MARKET, BY
IMPORTING REGION, 2008 A significant presence of multinational companies
Consolidation of IT-BPO operations in Latin America
Total cost competitiveness
Increased presence on the local market
Global sourcing strategies increasing demand for Latin America
Favorable geographical location
LATIN AMERICA 8.5%
OTHERS ASIA/PACIFIC 0.8%
MIDDLE EAST 0.5%
Source: Brasscom, IDC.
brazil goes global 27
JOHNSON & JOHNSON: MULTIPLYING EXCELLENCE
Johnson & Johnson has important operations in Brazil, in all three
of its business segments – Consumer, Medical and Pharmaceutical.
This was one of the reasons it set up a global service center in
São José dos Campos, São Paulo, with a small initial investment
that leveraged the existing structure of its industrial unit.
The innovative and creative capacity of the people involved in
development also had an influence on the decision. “In four years we
went from 10 to over 400 professionals, including direct employees
and outsourced workers,” says Argemiro Leite, J&J’s IT director.
Johnson & Johnson industrial unit,
São José dos Campos, São Paulo
“WE HAVE INTEGRATED A NETWORK THAT OFFERS
GLOBAL SOLUTIONS, SUPPORTING INTERNAL IT
STRUCTURES” The time zone benefits Brazil, especially in serving the USA and
Canada, which account for practically 90% of the services provided.
English is the official language at the center, but the use of Spanish
is increasing, in step with the development of the Latin American
market. “We have an English service desk, 24 hours a day, 7
days a week,” says Leite. The development and management
of internet portals and websites are among the projects carried
out by the center. There are hundreds of them, including the
Johnson & Johnson has 250 companies in 57 countries, with a
complex IT structure. The Brazilian global service center was the
first to obtain the international certification CMMi 2, certifying the
excellence of its processes. “Information technology is not our core
business, but we still believe that we need to match the level of
quality expected of companies in this sector,” Leite explains, adding
that rigor is in part of Johnson & Johnson’s DNA. The Brazilian
team’s focus on results is also praised: “Our professionals are
trained to solve problems quickly, as the sector requires continuous
improvement”. Leite offers an example of a Brazilian solution that
combined innovation and proactivity. “We developed a quantifying
application, based on precise parameters, to effectively measure
the cost of each IT project carried out at Johnson & Johnson. The
tool became a global standard.”
28 brazil it-bpo book 2008-2009
CITI: A BANK OF SOLUTIONS
Synergy with teams from North America and Europe, a small time
difference, an attractive alternative for the needs to decentralized
operations, a talent pool with expertise in banking technology,
and competitive costs – these are, in short, the main advantages
recognized by Citi that justified the set up of a global delivery center
(GDC) in São Paulo. “We support the bank’s critical applications,
especially those for institutional clients,” explains José Carlos
Labate, head of Citi’s GDC, which was set up five years ago.
Brazil benefits from flexibility, readiness, and maturity. Labate
Citi headquarters, Paulista Avenue, says that technical knowledge in Brazil normally goes hand in
City of São Paulo
hand with practical experience, as many professionals work while
attending training courses. “In other countries, people wait
until the course is over to finally start working. Our dynamics
benefit project development.” Low personnel turnover, at around
3%, also makes teams stronger and improve productivity.
FLEXIBILITY, PROMPTNESS, AND MATURITY ARE KEY
FACTORS IN FAVOR OF BRAZIL
Transition – the Achilles’ heel for internationalization projects – has
been identified as one of the main successes for Citi’s GDC. “All our
transitions, with the transfer of knowledge and activities, were
a success. They followed a plan, stuck to the parameters set by
head office and had no impact on the continuity or the quality of
services, which is crucial for a banking institution,” says Labate.
Brazil has been gaining in strategic relevance. “We also work on
segmented projects, carried out simultaneously in India and Europe,
delivering high level solutions. We need to speed up the process
to become even more competitive, which may be achieved with
government incentives for premises, training personnel, and reducing
payroll taxes. This is a very dynamic market,” Labate concludes.
brazil goes global 29
In 2008, IDC carried out a survey of IT-BPO service exports amongst Brazil-based companies,
ranking them in terms of total revenue. The Brazilian offshore market can be split into three main
blocks – large multinational companies, with a long-standing and significant presence in the
country; Brazilian companies with a mature international status; and new players, both domestic
and international. Some companies position themselves as full-service providers, and others as
niche players, specialized in a certain business process, vertical operation, or technology.
RANKING OF IT-BPO EXPORTERS RANKING OF CAPTIVE CENTERS, 2008
IN BRAZIL, 2008 Total revenue
1º IBM 1º IBM
2º ACCENTURE 2º EXXON MOBIL
3º EDS 3º MOTOROLA
4º BT 4º DELL
5º STEFANINI 5º JOHNSON & JOHNSON
6º CPM BRAXIS 6º HSBC
7º BRQ 7º EDS
8º DTS 8º CITI
9º SONDA PROCWORK 9º GM
10º TATA CONSULTANCY SERVICES 10º BASF
11º GRUPO ASSA 11º SHELL
12º CI&T 12º ROCHE
13º TIVIT 13º JP MORGAN CHASE
14º SATYAM 14º AMBEV
15º DELOITTE 15º FORD
16º T-SYSTEMS 16º GOOGLE
17º GFT 17º RHODIA
18º BEARINGPOINT 18º AVAYA
19º ATOS ORIGIN 19º DUPONT
20º RESOURCE 20º BOSCH
21º POLITEC 21º CATERPILLAR
22º UNISYS 22º PHILIPS
24º OGEDA Source: Brasscom, IDC.
City of São Paulo
INDUSTrY AND BUSINESS KNOWLEDGE
QUALIFIED HUMAN rESOUrCES
FAVOrABLE ECONOMIC, POLITICAL AND LEGAL ENVIrONMENT
TIME ZONE PrOXIMITY
hERE ARE SEVEN STRATEGIC REASONS FOR
ChOOSING BRAZIL FOR CONSISTENT INVESTMENT
IN THE IT-BPO SECTOR – A UNIQUE COMBINATION
OF FACTORS THAT MAKE THE COUNTRY ONE OF THE
MOST COMPETITIVE IN COST EFFICIENCY
32 brazil it-bpo book 2008-2009
Information technology plays a major role in all productive sectors in Brazil, and there is an
BRAZIL APART increasing awareness of its essential role in achieving real economic gains for the economy. This
explains why the country can put itself forward as a global strategic player in the IT-BPO industry.
Brazilian companies in the sector have created a very strong industry over the years (as we
have seen in the previous chapters). They have accumulated knowledge through decades
of experience, they have innovated to achieve excellent results in various business and
governmental areas, and they have grown in step with increased domestic demand.
FINANCIAL SEGMENT STANDS OUT
The financial area is one of the best examples of this strength. Having faced through the
difficult years of hyper-inflation and constant rule-changes in the 1970s and 1980s, Brazilian
professionals have developed an unmatched agility and innovative capacity. The Brazilian
Payment System (SPB) is amongst the most sophisticated, efficient and reliable in the world –
Brazil is one of the few countries in which inter-banking fund transfers can be made electronically
in real time. The country provides technological solutions that are benchmarks in banking
automation, internet banking, operations via mobile phone, ATMs, serving Brazilian giants
such as Itaú/Unibanco, Bradesco, Banco do Brasil and Caixa Econômica Federal, as well as
international banks, such as ABN/Amro/Real, system once again confirms Brazil’s position to the Brazilian Credit Card and Services
Santander, HSBC and Citi – leaders amongst as a pioneer and a global reference point in Association (Abecs), there were 514 million
more than 100 banks in operation. business-related technology solutions for the cards on the market, including credit, debit,
financial services sector. and private label cards. That year around 5.3
The most recent far-reaching project billion transactions were performed, 20%
involving banking operations is being Brazil’s Stock Market and Commodities more than in the previous year.
launched in 2009: authorized direct debit Exchange (BM&F Bovespa) is a leader in
(DDA), a system that will allow all payments Latin American equity and derivatives, and an The companies that make up the financial
to be received electronically by the banks international financial center trading shares, system, such as banks, private pension,
that serve individuals and corporations. To commodities and other financial instruments. insurance, finance and brokerage firms,
illustrate the impact of this change, monthly BM&F Bovespa is recognized for its IT- account for around 20% of the total
school bills, purchases, mortgages and car supported operational excellence. spent on IT in Brazil, according to IDC.
loans, amongst others, leave a paper trail In 2008 the segment was responsible for
of around 2 billion printed banking slips per Brazil has a sound and dynamic payment 42.8% of the total investment in servers
year. Besides saving paper and postage, system. Electronic payments have been made (including mainframes) and 29.3% of the
DDA will offer benefits in terms of speed in the country for over 50 years, supported by investment in data storage.
and security. The implementation of the innovative IT companies. In 2008, according
34 brazil it-bpo book 2008-2009
MANUFACTURING, RETAIL AND SERVICES
BrAZIL EXPANDS The manufacturing segment accounts for the greatest volume of IT investments in
Brazil due in part to its competitiveness. Companies, especially in the chemical,
BEST PrACTICES base metal and pharmaceutical sectors, are intense users of integrated Enterprise
Resource Planning (ERP), Business Intelligence (BI), Supply Chain Management
IN E-GOV AND (SCM) and Research and Development (R&D) systems. It is not unusual for
organizations to be challenged by the need for new product or process innovations,
STANDS APArT enabled by technological solutions developed in short timeframes.
ON THE GLOBAL The Brazilian retail sector, with its large companies, poses similarly large challenges
for IT-BPO companies and professionals. Giants such as Pão de Açúcar and B2W (which
SCENArIO includes Americanas and Submarino) invest massively in technology in order to expand
their businesses, especially in Customer Relationship Management (CRM), e-commerce
and, more recently, radio-frequency identification (RFID), a system that helps monitor
the transport of goods carrying intelligent labels from the pallets in the plants to their
arrival in the supermarkets.
Information technology-based public services are on the rise in Brazil. Best practices are being
promoted throughout the most diverse areas – health, education, public safety, and finance,
amongst others – and in the three spheres of the government – federal, state and municipal.
Communications with society are increasingly done via computers. A law approved in May
2009, for example, requires that government agencies report all their revenue and spending
on the internet, consolidating a practice that had already been in use by some agencies.
Some Brazilian e-government case studies are internationally recognized successes. Electronic
voting was used for the first time in the municipal elections of 1996. In the most recent
municipal elections, held in 2008, in which mayors and city councilors were elected, electronic
ballot boxes were available to the entire electorate. The numbers involved are impressive
and show how complex the operation was in terms of information technology: 5,563 cities,
371,874 electoral sections, and over 110 million voters. Almost all the votes were counted
before midnight on the same day of the election.
Another example that adds to Brazil’s credibility is its tax return system, which is almost
It is also worth to highlight the Brazilian Federal Government’s Electronic Procurement System
(ComprasNet), considered by the Inter-American Development Bank (IADB) to be a reference
point in the procurement of goods and standard services for the public administration,
providing an intuitive and secure application.
36 brazil it-bpo book 2008-2009
City of São Paulo
The great scale and the quality of labor currently available in the country, as well as the ability
ThESE ARE ThE
to prepare an increasing number of professionals to meet the market demands in an effective
DRIVERS IN ThE manner, set Brazil apart.
In step with its economic growth, Brazil has invested over the last two decades in the
universalization of its education. Amongst 7 to 14 year-olds, 97.6% – around 27 million
young people – are in school, attending 9 years of primary education. Secondary school’s
duration is 3 years, with 9.4 million students. Professional education, including technical
schools (4 years), short-term technical courses, and professional training courses, take in
6 million people. According to the last Post-Secondary Education Census, in 2007 over 1.5
million people entered post-secondary education, in 2,281 institutions.
The challenge of meeting the labor needs of the IT-BPO market, which has been growing
at an annual average rate of 6.5% over the last four years, is shared by public and private
institutions throughout the country. A Ministry of Education survey carried out in 2007
revealed that there are 1,714 courses, from technical to university courses, directly linked to
information technology in Brazil. Over 220,000 people are estimated to be currently being
prepared to enter the market. This estimate includes courses in mathematics, physics and
some engineering areas, as it is not uncommon in Brazil for professionals from those courses to get into the IT-BPO area. There is an ongoing
plan to double the current number of vacancies offered by the federal technical and technological area to 500,000 places by 2010.
A qualification in information technology will be a priority in this initiative.
QUALIFICATION IN ENGLISH IS ALSO A PRIORITY
Foreign language skills must also be included in the qualification of IT-BPO professionals, especially when the focus is on the external market.
In Brazil, English is a mandatory language course on the school curricula in primary, secondary, and post-secondary schools.
ENGLISH SPEAKERS, 2007 Million % total population
BRAZIL 10.2 5.4%
CHILE 5.9 34.7%
MEXICO 4.9 4.5%
ARGENTINA 3.8 9.8%
INDIA 90.6 8.2%
CHINA 10.0 0.8%
RUSSIA 6.8 4.8%
Source: A.T. Kearney.
38 brazil it-bpo book 2008-2009
QUALITY OF ENGLISH AS A SECOND LANGUAGE, 2007 Score (out of 120) – IBT*
* Internet based TOEFL.
Source: A.T. Kearney analysis.
Many students also attend supplementary courses in English as a second language (ESL),
which are widely available throughout the country. Out of the largest developing economies,
Brazil has the second-highest number of English speakers (10.2 million), behind only India.
Spanish and French are also widely taught in Brazil, especially in private, independent courses.
The immigrant community also provides professionals fluent in Italian, German, Japanese and
Arabic, amongst other languages.
The development of language skills is a priority as Brazil moves forward with its internationalization
process. To this end, Brasscom has been working hard in close partnership with the government and
private businesses to implement programs over the short, medium, and long term.
BRAZILIAN WORKERS ARE RECOGNIZED
FOR THEIR COMMITMENT AND FLEXIBILITY
According to IDC, Brazil has one of the largest communities of COBOL and Java programmers
in the world. It also certifies a large number of professionals every year in Unix, Linux, Natural,
.Net, C++, as well as other programming languages.
Based on interviews with executives in the sector, IDC has concluded that Brazilian workers
are recognized for the quality of their work and their commitment. They are considered to
be flexible, not afraid to face challenges, and they are also not afraid to draw attention to
problems that arise in projects. This can be explained by their curiosity and more holistic view
of the process. They are also considered innovative and creative.
Turnover in Brazilian teams is around 4% on average, and is even lower in global projects.
For the clients, especially offshore outsourced services, this has a significant impact on
productivity, quality, training and transition costs and, consequently, on the total cost of the
project. Stable teams maintain their knowledge of the business processes and systems, which
is usually transferred in the initial phases of the project.
qualified human resources 39
RANKING OF DEGREE COURSES IN INFORMATION TECHNOLOGY, 2007
1 Unicamp-Universidade Estadual de Campinas Computer Engineering
2 Unicamp-Universidade Estadual de Campinas Computer Sciences
3 UFRGS-Universidade Federal do Rio Grande do Sul Computer Engineering
4 UFRGS-Universidade Federal do Rio Grande do Sul Computer Sciences
5 ITA-Instituto Tecnológico de Aeronáutica Computer Engineering
6 Unicamp/Limeira-Universidade Estadual de Campinas Technology in Information Technology
7 PUC-RJ-Pontifícia Universidade Católica do Rio de Janeiro Computer Engineering
8 ICMC-USP/São Carlos-Instituto de Ciências Computer Sciences
Matemáticas e de Computação da USP
9 Poli-USP-Escola Politécnica da Universidade de São Paulo Computer Engineering
10 UFMG-Universidade Federal de Minas Gerais Computer Sciences
11 PUC-RJ-Pontifícia Universidade Católica do Rio de Janeiro Information Systems
12 Poli-USP-Escola Politécnica da Universidade de São Paulo Engineering, emphasis in Computing
13 UFRJ-Universidade Federal do Rio de Janeiro Computer Sciences
14 ICMC-USP/São Carlos-Instituto de Ciências Information Technology
Matemáticas e de Computação da USP
15 IME-USP-Instituto de Matemática e Estatística da USP Computer Sciences
16 UFPE-Universidade Federal de Pernambuco Computer Sciences
17 UFSCar-Universidade Federal de São Carlos Computer Engineering
18 UFPE-Universidade Federal de Pernambuco Computer Engineering
19 UFSCar-Universidade Federal de São Carlos Computer Sciences
20 UFMG-Universidade Federal de Minas Gerais Information Systems
21 PUC-RS-Pontifícia Universidade Católica do Rio Grande do Sul Information Systems
22 UFSC-Universidade Federal de Santa Catarina Computer Sciences
23 Unisinos-Universidade do Vale do Rio dos Sinos Computer Sciences
24 Unisinos-Universidade do Vale do Rio dos Sinos Information Systems
25 PUC-RS-Pontifícia Universidade Católica do Rio Grande do Sul Computer Sciences
26 Fiap-Faculdade de Informática e Administração Paulista Information Systems
27 Unesp/Bauru-Universidade Estadual Paulista Júlio de Mesquita Filho Computer Sciences
28 Unesp/Bauru-Universidade Estadual Paulista Júlio de Mesquita Filho Information Systems
29 UFF-Universidade Federal Fluminense Computer Sciences
30 Unesp/Rio Claro-Universidade Estadual Paulista Júlio de Mesquita Filho Computer Sciences
31 Unesp/S.J. Rio Preto-Universidade Estadual Paulista Júlio de Mesquita Filho Computer Sciences
32 PUC-SP-Pontifícia Universidade Católica de São Paulo Computer Sciences
33 PUC-Campinas-Pontifícia Universidade Católica de Campinas Electrical Engineering, major in Telecommunications
34 UCB-Universidade Católica de Brasília Computer Sciences
35 PUC-PR-Pontifícia Universidade Católica do Paraná Computer Engineering
36 UFCG-Universidade Federal de Campina Grande Computer Sciences
37 UEL-Universidade Estadual de Londrina Computer Sciences
38 UFRN-Universidade Federal do Rio Grande do Norte Computer Sciences
39 UEM-Universidade Estadual de Maringá Information Technology
40 PUC-MG/Poços de Caldas-Pontifícia Universidade Católica de Minas Gerais Information Systems
Source: Info Exame.
40 brazil it-bpo book 2008-2009
RANKING OF THE POST-GRADUATE COURSES IN INFORMATION TECHNOLOGY, 2007
1 Coppe UFRJ-Instituto Alberto Luiz Coimbra Computing and Systems Engineering
de Pós-Graduação e Pesquisa em Engenharia
2 UFPE-Universidade Federal de Pernambuco Computer Sciences
3 ICMC-USP/São Carlos-Instituto de Ciências Matemáticas Computer Sciences and Computing Mathematics
e de Computação da USP
4 UFMG-Universidade Federal de Minas Gerais Computer Sciences
5 PUC-RJ-Pontifícia Universidade Católica do Rio de Janeiro Information Technology
6 Unicamp-Universidade Estadual de Campinas Computer Sciences
7 Poli-USP-Escola Politécnica da USP Electrical Engineering-Digital Systems
8 IME-USP-Instituto de Matemática e Estatística da USP Computer Sciences
9 UFF-Universidade Federal Fluminense Computing
10 ITA-Instituto Tecnológico de Aeronáutica Electrical Engineering and Computing
Source: Info Exame.
INFO EXAME SURVEY
The following criteria were included to rank degree courses: academic reputation; integration
with the labor market; number of staff with doctorates; number of exclusively dedicated staff;
infrastructure for research; percentage of students graduated in the minimum period and
candidate/vacancy ratio in the College entrance exam. For post-graduate courses, the criteria
included academic reputation; Capes assessment; number of articles published; integration
in the labor market; number of staff with doctorates; number of PhDs awarded, number of
Masters Degrees awarded, and infrastructure for research. The last criterion is assessed by
connectivity, computer ratios, high technology research, and integration with the market.
RIO GRANDE DO NORTE
DistribUtion of selecteD PERNAMBUCO
technology coUrses DISTRITO FEDERAL
The 50 graduate and post-graduate courses
identified in the ranking by Info Exame are in
RIO DE JANEIRO
nine of Brazil’s States and the Federal District.
RIO GRANDE DO SUL
42 brazil it-bpo book 2008-2009
Norte Fluminense Thermal Power Station,
Macaé, Rio de Janeiro
RESPONDS WELL TO
ThE ChALLENGES As with any economic sector, the development of the IT-BPO industry depends on a robust
infrastructure. Brazil offers a world-class infrastructure and a strongly globalized market,
OF GROWTH IN THE
especially in the IT-BPO sector, with a mature regulatory environment and business practices.
SECTOR AND WILL Brazil’s basic infrastructure is currently undergoing wide-ranging expansion through the
EXPAND Program for Accelerated Growth (PAC), launched in 2007 by the federal government. Within
the scope of this program, the public and private sectors intend to invest around US$ 273
billion in energy, logistics, social, and urban infrastructure.
Communications services have spread throughout Brazil and continue to develop rapidly.
Gartner states that Brazil’s infrastructure can support the expected double-digit annual
growth in IT-BPO services.
High quality and 100% digital fiber optic networks connect all large cities internally and also to
hubs outside the country, providing high-speed internet connections. Internet access doubled
from 2005 to 2008 and the broadband sector is expanding rapidly.
LINHAS DE TELEFONE
CELULAR NO BRASIL
150 BROADBAND CONNECTIONS
Million, march 2009
121 Ranking Country Connections
1 China 88.0
2 United States 83.9
Recent data released by the British research institute Point Topic shows that Brazil ranks ninth
30 3 Japan 30.6
globally in total broadband connections. Brazil’s mobile telephone market is the fifth largest in the
world, with 150.6 million handsets, and the fixed-line telephony market is the fourth largest. 4 Germany 24.1
5 France 18.0
Brazil’s IT-BPO infrastructure has an advantage over that in the other BRIC countries, Cisco
Fonte: Anatel, Teleco e Barômetro
6 UK 17.6
according to the Economist Intelligence Unit, whose methodology takes into account the
7 South Korea 15.7
money spent on hardware, software and IT services, as well as the number of computers
8 Italy 12.4
and broadband connections.
9 Brazil 10.0
10 Canada 9.5
MOBILE PHONE LINES IN BRAZIL
IT INFRASTRUCTURE INDEX Million 11 Mexico 8.01
1 13.4 2008 150.6 12 Russia 7.9
2 10.6 2007 121 13 India 6.1
3 5.2 2006 99.9 14 Turkey 6.0
2005 86.2 15 Netherlands 5.8
2. RUSSIA 2004 65.6 16 Taiwan 4.6
2003 43 17 Poland 4.3
Source: EIU (Economist Itelligence Unit) IT industry 2002 1.7
competitiveness index, 2008. 18 Argentina 3.1
0 30 60 90 120 150
19 Belgium 3.0
Source: Anatel, Teleco e Barômetro Cisco.
20 Sweden 2.9
Source: Point Topic.
44 brazil it-bpo book 2008-2009
rEAL ESTATE Large Brazilian cities have experienced expansion of real estate, due to greater demand
PrICES ArE fueled by economic growth and greater access to funding. Prices are internationally
competitive and have an advantage over cities in India and Russia. As an example, the
GLOBALLY average price of commercial rent in São Paulo, Rio de Janeiro and Brasília is around one third
of the price in Mumbai and Moscow.
COMPETITIVE In areas close to the technology parks of other Brazilian capitals, such as Porto Alegre, Belo
Horizonte and Recife, the average price of rent can be up to 50% lower. A trend towards
geographical decentralization is helping move IT-BPO centers to these areas, offering scale,
professional qualification, quality, and communications infrastructure comparable to the
Brazil’s road system covers 1.6 million kilometers and serves the whole country. Brazil also has
a 44,000-kilometer water transport system, which is important in transporting agricultural
production for exports. The country’s rail system is 30,000 kilometers long.
Cumbica Airport, Guarulhos, São Paulo
The country has 35 international airports, 33 domestic airports, and 2,498 smaller airports.
Domestic and international airlines offer short-haul direct flights, easily connecting main
Brazilian cities to main cities in North America and Europe.
Air and land transportation are key contributors to the efficiency of the postal service, offering
an express delivery system that covers the whole country and delivers over 32 million letters
and packages every day. All large international dispatch companies, including FedEx, UPS, and
DHL operate in Brazil.
sound infrastructure 45
Brazil has a guaranteed, safe, diversified and green supply of energy. The electricity generation
network includes 2,065 stations, including hydroelectric facilities (75% of the sector’s
capacity), thermoelectric, solar, wind and nuclear powered stations. Electricity prices are
established at tender and the market is regulated by the National Electrical Energy Agency
(Aneel). Generation capacity, at 103,502 MW, has grown 42% over the last nine years. The
forecast is that this trend will continue and that by 2013 the amount of energy supplied will
have grown by another 19% on today’s levels. The current infrastructure serves almost the
whole country’s population.
SAFE AND DIVErSIFIED
ENErGY DISTINGUISHES BrAZIL
Sugar and alcohol refinery,
Ribeirão Preto, São Paulo
PETROLEUM AND DERIVATIVES 37.3%
SUGARCANE PRODUCTS 16.6%
HYDRAULIC AND ELECTRICITY 13.9%
NATURAL GAS 10.2%
Source: National Energy Report 2009, Ministry of Mines and Energy.
46 brazil it-bpo book 2008-2009
BrAZIL IS SELF-SUFFICIENT IN OIL, AND WILL
INCrEASE ITS PrODUCTION IN COMING YEArS.
IT ALSO HOLDS CUTTING-EDGE TECHNOLOGY IN THE
PrODUCTION OF rENEWABLE ENErGY
Brazil produces more oil than it consumes, thus being less susceptible to a fluctuation
in prices. The world’s leader in deep water exploration, the country is preparing for
a leap in production. The recent discoveries of reserves in ultra deep water (7,000
meters) indicate that the Brazil’s oil and gas reserves will at least double over the next
few years, placing Brazil amongst the five largest exporters. This production growth,
combined with the construction of new refineries, will also make Brazil self-sufficient in
oil-based products, such as gasoline.
Brazil has the most advanced biofuel technology in the world. Its sugar cane-based
ethanol production model is considered by the UN an example to be followed, with the
lowest costs and highest environmental sustainability levels. Annual ethanol production is
the second largest in the world – it should reach 27 billion liters in the 2008/2009 harvest
– trailing only the United States.
Power Station, Pará
48 brazil it-bpo book 2008-2009
Brazil has speeded up the growth and maturity of
technology parks since 2000, and the objective is to
invest in further development and grow. All major
tech parks have an educational center as an active
component. Brazil currently has 30 technology
parks, including units already operating and those
in the final stage of implementation, which form
dynamic networks and connect various
points in the value chain, including IT-
BPO companies, universities, research
institutes, consulting and service firms,
the government, business fostering agencies
and clients. The report details information on 18 of
these technology parks, those that are fully operational
and with the required infrastructure in place for Brazilian
and international companies to operate.
1 Paraíba technology 2 Porto digital technology 3 sergiPetec technology Park
Park – PaqtcPb Park – recife ICT Companies: 19
ICT Companies: 70 ICT Companies: 117 Revenue: $ 5MM
Revenue: $ 16MM Revenue: $ 236MM Target area: energy, ICT, biotech
Target area: ICT, design, digital TV Target area: ICT Universities: UFSE
Universities: UFCG Universities: UFPE
4 brasília technology Park 5 itajubá technology Park
ICT Companies: 5 ICT Companies: 39
Target area: biotech and ICT Revenue: $ 0,75MM
Universities: UnB Target area: energy, ICT
6 uberaba technology Park 7 Petrópolis tecnopólis technology Park
ICT Companies: 1 ICT Companies: 70
Revenue: $ 6MM Revenue: $ 137MM
Target area: biotech, clean energy, ICT Target area: ICT
Universities: Uniube Colleges: Universidade Católica de Petrópolis
sound infrastructure 49
8 rio de Janeiro technology Park 9 Vale do Paraíba technology
ICT Companies: 15 Park – univap
Revenue : $ 10MM 2008e ICT Companies: 10
Target area : ICT, energy Revenue: $ 120MM
Universities: UFRJ Target area: ICT
Universities: Univap, ITA
10 são carlos technology cluster
ICT Companies: 30
Revenue: $ 5MM
Target area: ICT
2 Universities: USP, UFSCar
3 11 campinas technology cluster
ICT Companies: 100 +
Revenue: $ 1,4 Bn
Target area: ICT
12 londrina technology Park 13 curitiba technology Park
ICT Companies: 2 ICT Companies: 28
Revenue: $ 10MM Target area: ICT
Target area: chemistry, ICT, electronics Universities: UFPR
6 Universities: UEL, UNOPAR
14 alfa technology Park 15 iPtec-ijuí technology cluster
ICT Companies: 42 ICT Companies: 8
13 Revenue: $ 160MM Revenue: $ 2MM
Target area: ICT Target area: ICT
Universities: UFSC Universities: Unijuí
16 16 são leopoldo 17 Vale do rio dos sinos 18 Puc-rs technology Park –
18 technology cluster technology Park – Valetec tecnoPuc
ICT Companies: 39 ICT Companies: 12 ICT Companies: 25
Revenue: $ 175MM Revenue: $ 53MM Revenue: $ 210MM
Target area: ICT Target area: ICT, leather Target area: biotech, clean energy, ICT
Universities: Unisinos goods and shoes Universities: PUC-RS
ICT: Information and Communication Technology
Source: Anprotec, A.T. Kearney analysis.
50 brazil it-bpo book 2008-2009
Palácio do Planalto
(Presidential Complex), Brasília
ThE SECTOR Over the last ten years the Brazilian government has viewed the IT-BPO industry as strategic,
RECEIVES which has led to the prioritization of incentives and the creation of institutional support.
IMPORTANT These measures have improved the competitiveness of companies, both in domestic and
SUBSIDIES DIRECT INCENTIVES:
TURNOVER TAXES, PAYROLL TAXES, AND INCOME TAXES
Spending on staff training and development, and R&D can be deducted against income tax
at 200% and 160% to 200%, respectively. There is also a 50% deduction on excise tax (IPI)
when purchasing equipment for R&D, and this tax is exempt when software development
materials are imported. Another benefit is the tax deductibility on technology transfers,
licenses and royalties.
For exporting companies, the social security (INSS) contributions may be reduced by up to
50%, depending on the $ amount of exports. They are also exempt from contributing to a
network of employer entities known as the “S System”. When products are purchased to be
exported, social charges (PIS/Cofins taxes) are not applicable.
In downtown São Paulo, as an example, municipal project “Nova Luz” is revitalizing the
region and promoting the creation of a complex of IT-BPO companies. The project offers
several fiscal incentives, such as a 50% reduction on Property Tax (IPTU) and a 60%
reduction in Service Tax (ISS). Companies installed in technological parks, in any region,
do not pay property taxes and receive discounts on service taxes. In the Northern and
Northeastern States of Brazil, the government subsidizes 40% of salaries paid to research-
focused staff. If they work in technology parks, the subsidy increases to 60%. Other benefits,
such as subsidized infrastructure, are offered by municipalities or States that wish to attract
IT-BPO companies in Brazil can count on several public credit facilities at subsidized rates.
The Brazilian Development Bank (BNDES) is the main public funding agency and Finep, an
agency that finances scientific innovation and technological research and is subordinated to
the Ministry of Science and Technology, offers a special credit line for technology projects. The
main public banks in the country – Banco do Brasil and Caixa Econômica Federal – also offer
credit at special rates and terms.
52 brazil it-bpo book 2008-2009
PUBLIC FUNDING The government also stimulates the
establishment of consortiums and joint
120 ventures in the sector, as well as investments
through funds and venture capital into small
100 and mid-sized companies, and business
The Brazilian government has also
PUBLIC systematically supported, together with
Brasscom and other sector-related entities,
20 initiatives aimed at qualifying human
resources and increasing certifications and
TOTAL PUBLIC FINANCE BNDES
Source: BNDES, The Central Bank of Brazil.
DIRECT INCENTIVES INDIRECT INCENTIVES
Turnover taxes Expenditure deduction on income tax base
Payroll taxes R&D
Income taxes Training
Tax credit (e.g. payroll expenses as VAT credit)
Reduced property tax
Import duty exemption
FINANCING INCENTIVES FOR PRIVATE INVESTMENTS
Special credit lines for selected industries, with reduced interest Infrastructure
rates and longer maturity Subsidized real estate and infrastructure
Government agencies programs
Source: A.T. Kearney.
54 brazil it-bpo book 2008-2009
ThE TENTh LARGEST
ECONOMY IN ThE
Covering 8.5 million square kilometers, almost double the size of the European Union, Brazil
WORLD, BRAZIL has the fifth-largest population in the world and massive reserves of natural resources (such as
ENJOYS POLITICAL iron ore and oil). With over 300 million hectares of agricultural land in privileged geographical
STABILITY AND conditions, its territory is also safe from natural disasters. Factors such as these put the
country in a relevant position on the global market.
Recent economic growth confirms this positive outlook. From 2002 to 2008, real GDP in
US dollars doubled, going from US$ 724 billion to US$ 1.5 trillion, with constant growth
from 2004 onwards. Brazil is today the tenth-largest economy in the world, ahead of Russia
and India, and the largest in Latin America. The country was classified by the United Nations
Development Program (UNDP) as having a high Human Development Index (HDI), ahead of
the other BRIC countries (Russia, India and China).
Brazil is an important player in global markets such as mining, aerospace, energy, agriculture
and cattle farming.
With a population of 191 million people, Brazil’s domestic market is expanding as a result
of economic growth and income distribution policies. Household consumption has grown
vigorously over the last few years, reaching US$ 243 billion in 2008.
This expansion has been influenced by gains in the lowest income bracket. Between 2004
and 2008, according to a survey carried out by Fundação Getúlio Vargas (FGV), the Brazilian
middle class grew from 42.2% to 51.9% of the population, while the low income segment fell
from 46.1% to 32.6%. In this period, high income and middle class brackets accounted for
large sections of the population, totaling around 122 million consumers.
COUNTRIES’ GDP, 2007 USD Billion
Notes: 2007 amounts; forecasts made on Oct. 24th 2008. Source: A.T. Kearney, IPEA, The Central Bank of Brazil.
Source: IPEA, The Central Bank of Brazil, Economist Intelligence Unit, World Bank, A.T. Kearney analysis.
56 brazil it-bpo book 2008-2009
INFLATION, 2000 to 2008
Note: Inflation index calculated from prices of goods and
services collected in 12 Brazilian cities up to day 20 of each month.
Embraer jets assembly line,
São José dos Campos, São Paulo
This positive scenario was recognized by credit rating agencies Standard & Poor’s and
Fitch, which in the first half of 2008 classified Brazil as ‘investment grade’. According to
the analysts, this reflects a continuing trend in its economic policy, focused on inflation
control and in a floating foreign exchange rate system, low external debt and a public debt
profile in line with that of other countries with a similar risk classification.
This progress has attracted foreign direct investments, which more than doubled from
US$ 17 billion in 2005 to US$ 45 billion in 2008, the highest value since the Central Bank
of Brazil began tracking this indicator.
Brazil has commercial partnerships with countries on every continent. China, Europe and
the United States, along with South America and Japan, are among the main commercial
partners and are helping boost Brazilian trade. According to the Ministry of Development,
Industry and Foreign Trade, exports and imports tripled between 2002 and 2008, from 55
US$ 107,6 billion to US$ 371.1 billion.
BRAZIL’S FOREIGN TRADE
50 Ministry of Development,
0 Industry and Foreign Trade.
a favorable economic, political and legal environment 57
FDI* INFLOWS, MAIN RECIPIENT
USD Billion * Foreign Direct Investment.
Source: Economist Intelligence Unit, Unctad.
BRAZIL ARGENTINA CHILE COLOMBIA MEXICO CHINA INDIA RUSSIA
The democratic system, political stability and consolidated institutions also position Brazil as
one of the safest destinations for investments. With the status of a political leader in Latin
America, and with good relations with neighboring countries, the country has not been
involved in a war since World War II.
Since the 19th century, Brazilian foreign policy has aimed to increase the country’s
international presence, following the principles of commercial collaboration. Brazil currently
has diplomatic representations in 114 countries.
The Brazilian political system is Federative (26 states make up the Federation) and the
presidential mandate is four years, renewable for another four.
NET PUBLIC DEBT
In % of GDP
Source: The Central Bank of Brazil.
58 brazil it-bpo book 2008-2009
Brazil has an advanced legal framework regarding the defense of intellectual property. Since
1970 there has been an agency (INPI) regulating and supervising intellectual property rights
and since the 1990s there has been a national council to fight piracy.
Software is protected by law for 50 years (during which time a license is required from
the owner in order to offer technical assistance) and confidential information is protected.
Copyright infringement is punishable by imprisonment and victim compensation for any
eventual damage. Brazil is also a signatory of the Berne Convention, the Patent Cooperation
Treaty (PCT), the Paris Convention, and the Agreement on Trade-Related Aspects of Intellectual
Property Rights (TRIPS).
DEGREE OF PROPERTY
POLITICAL STABILITY 2007 RIGHTS PROTECTION
The Economist Index (high=10) (high=5)
CHILE 8.3 CHILE 5.0
BRASIL 8.1 BRASIL 4.0
MEXICO 7.1 MEXICO 4.0
Highest degree of protection
higher political stability
INDIA 6.0 INDIA 3.4
COLOMBIA 5.4 ARGENTINA 3.0
RUSSIA 5.1 RUSSIA 2.7
Source: Economist Intelligence Unit,
TSE, A.T. Kearney analysis. Source: Economist Intelligence Unit, Sebrae, MCT, A.T. Kearney analysis.
COMPOUND INSTABILITY INDEX
CHILE 19.3 Political instability
BRASIL 19.8 Risk of armed conflict
MEXICO 21.7 Defense spending
Risk of social unrest
Transfer of power rating
International disputes and tensions
Level of corruption
Impact of crime
Note: Every criteria is rated from 1 to 5, where 5 means higher
Source: Economist Intelligence Unit, A.T. Kearney analysis.
60 brazil it-bpo book 2008-2009
City of Rio de Janeiro
Brazil has a rich mixture of cultures. Native-Indian, European and African roots form the base,
BRAZILIANS which was formed after the 16th century. The European connection was reinforced by the
APART intense migration that occurred after the 19th century. In addition to the Portuguese, there
soon came Italians, Germans, Spaniards, and Polish, creating a strong link and contributing
to development and diversity. The arrival of a large number of Japanese and, more recently,
immigrants from other Asian countries, as well as from its South American neighbors, has
increased the multicultural nature of the Brazilian society.
The large variety of ethnic groups living together in the country has molded a tolerant and
plural society. Brazilians respect different cultures, and easily incorporate new habits and
working methods. In outsourcing contracts they integrate quickly with local customs when
working in other countries, and they easily understand the demands made by other countries.
This diversity extends to belief systems. Religious freedom is guaranteed under the Federal
Constitution. Catholicism predominates, followed by Protestantism, Judaism, Buddhism,
Islamism, Umbanda, Candomblé, and others.
10 million 18 million 1,8 million
62 brazil it-bpo book 2008-2009
AND TRANSFERS Time zone proximity has a positive impact on IT-BPO outsourcing contracts signed with Brazil
enabling more effective communications and reduction in costs.
On the one hand, it contributes to an easier interaction between the client and the offshore
team. New York, for example, has only a two-hour difference in relation to the main Brazilian
cities, and London has a three-hour difference. This facilitates telephone contact between the
units installed in different countries, and avoids additional spending for night shifts.
In additional, Brazil’s location allows for shorter and less expensive overnight flights to
many developed countries that take from 8 to 12 hours, leading to better use of time and
WORKING HOURS TIME ZONES (9am to 6pm)
9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm
9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm
9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm
9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm
9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm
9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm
9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm
9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm
BRASÍLIA RIO DE JANEIRO SÃO PAULO 6pm
9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm
NEW YORK 6pm
9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm
9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm
9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm
LOS ANGELES 6pm
Source: A.T. Kearney analysis.
64 brazil it-bpo book 2008-2009
TIME DIFFERENCES IN REGARD TO BRAZIL
Chicago London +4h
-3h New York +3h Paris Beijing
-2h +4h Rome +11h
Washington Madrid +4h Delhi
Los Angeles Dallas Miami Tokyo
-5h -4h -2h +12h
Rio de Janeiro
EXAMPLES OF DIRECT FLIGHTS TO BRAZIL
TAKE-OFF ARRIVAL FLIGHT TIME
IN 2008, BrAZIL NEW YORK - SÃO PAULO 9h30 pm 8h05 am 9h35
LONDON - SÃO PAULO 9h45 pm 5h15 am 11h30
rECEIVED, ON DALLAS - SÃO PAULO 7h45 pm 7h40 am 9h55
AVErAGE, 570 PARIS - SÃO PAULO 11h20 pm 5h50 am 11h30
MADRID - SÃO PAULO 10h50 pm 5h05 am 11h15
INTErNATIONAL WASHINGTON - SÃO PAULO 10h00 pm 8h20 am 9h20
FLIGHTS MIAMI - RIO DE JANEIRO 10h10 pm 7h30 am 8h20
LOS ANGELES - SÃO PAULO 9h pm 1h20 pm 12h20
EVErY WEEK LISBOA - RECIFE 4h pm 7h50 pm 7h50
Source: American Airlines, British Airways, Delta Airlines, Air France, TAM, TAP, US Airways.
66 brazil it-bpo book 2008-2009
Subway Station at Copacabana District,
City of Rio de Janeiro
IN PROSPECTING FOR POTENTIAL
SUPPLIERS IN IT-BPO, BRAZIL IS A SAFE AND
conclusion cost efficiency 67
MAXIMIZING GAINS FrOM
Companies outsourcing IT services and business processes have an undeniable aim in
common: to improve cost efficiency. They also share the view that delegating tasks to
partners outside their borders may work to their advantage. They are opting to strengthen
their roles in management and control whilst delegating tasks connected to the operation
and the development of solutions. The natural evolution of this strategy was to extend the
geographical frontiers of partnerships, identifying markets in other countries that would
maximize outsourcing gains.
Since the beginning of this movement, one of the main challenges faced by CIOs has been
to evaluate the cost of outsourcing in order to justify their decisions. Inspired by models
such as Total Cost of Ownership (TCO) created by Gartner, which introduced rationality
to the evaluation of direct and indirect costs related to the implementation of IT-BPO
solutions, new models were developed, adjusted to the variables that must be considered in
offshore outsourcing. This produced the Total Cost of Engagement (TCE) model, offering a
comprehensive and holistic view of the costs involved in this type of employment, which go far
beyond project team’s salaries.
This report has presented Brazil as a potential offshore IT-BPO supplier (or near-shore, for
some strategic markets), and has revealed aspects which must be taken into account in a
68 brazil it-bpo book 2008-2009
A unique combination of aspects makes Brazil one of the most competitive destinations in terms
of cost. Brazil has a consolidated and mature IT-BPO industry, knowledge of business, strong
economic indicators, sound infrastructure, qualified human resources, high productivity levels
and low staff turnover, a favorable geographical position, a time zone close to that of the United
States and Western Europe, and is culturally compatible. Furthermore, the Brazilian government
is consistently attracting investments in the IT-BPO sector, making it even stronger.
From any angle that the IT-BPO industry in Brazil is looked at, the challenges and opportunities
lead to the same conclusion: Brazil’s opportunity to be one of the three main global centers in
OPTIMIZED ON SITE X OFFSHORE RATIO
LOW TRAVEL & COMMUNICATION COSTS
LOW LEVELS OF REWORKING
LOW MANAGEMENT COSTS
HIGH LEVEL OF CULTURAL COMPATIBILITY
TIME ZONE: REAL TIME INTERACTION
HIGH PRODUCTIVITY & BUSINESS KNOWLEDGE
70 brazil it-bpo book 2008-2009
This report includes data and analysis produced by Brasscom, public and private research
bodies and institutions and consultancies that specialize in the IT-BPO sector.
Next steps in the Strategic Agenda for the “IT Offshore Outsourcing” sector, A. T. Kearney
(carried out for Brasscom and the Ministry of Science and Technology).
A.T. Kearney is an international consultancy with 60 offices in over 30 countries.
It advises high-profile companies in their segments on gaining and maintaining
competitive advantages in the markets they operate in. It offers consulting services in
various areas, from strategy and organization to information technology and operation.
It combines its expertise in the industrial sector with management and solutions
consulting to add value to its clients.
Brazil’s offshore services market in 2008, IDC – International Data Corporation
(carried out for Brasscom).
IDC is dedicated to consulting and providing information for the information technology
and communications sectors. It uses its extensive knowledge base on the market, providers
and consumers to help its clients on strategic issues related to the supply and the use of
technological solutions. It has over 1,000 analysts in 110 countries, and provides global,
regional and local information on technology, opportunities, and trends. IDC is a subsidiary of
IDG, a global leader in technology media. In Brazil, IDC has followed the market since 1990.
Digital Brazil – leveraging ICT for economic stimulus, Booz & Company
(carried out for Brasscom).
Booz & Company is an international consultancy that supports companies, public
institutions and organizations all over the world. It uses vision and knowledge, profound p.8 StockXpert; p. 12 Patrick Grosner/
specialization and a practical approach to develop skills and have a real impact for Folha Imagem; p.14 Diomedia;
its clients. It is recognized for its significant global studies and the development of p.15 Marcos Issa/Argosfoto; p. 17 Apex-Brasil;
p. 20 Diomedia; p. 24 Eric Gevaert/
administrative key-concepts since the 1940s. It publishes the management magazine
Veer Marketplace; p. 27 Johnson & Johnson;
strategy+business. p. 28 Citi; p. 30-31 Diomedia; p. 32-33 Diomedia;
www.booz.com p. 33 Vinícius Tupinambá/Veer Marketplace;
p. 36-37 Cia da Foto; p. 37 Diomedia;
p. 42-43 Cesar Duarte/Argosfoto; p. 44 Anac;
Analysis of Brazil as an Offshore Services Location, Gartner Group.
p. 45 Claudio Rossi/Argosfoto;
Gartner produces objective and profound analysis on information technology and provides p. 46 Salomon Cytrynowicz/Olhar Imagem;
consulting services on business and technology decisions for executives and public p. 50-51 Alan Marques/Folha Imagem;
and private companies. It has 3,700 associates, including 1,200 research analysts and p. 51 Galina Barskaya/Veer Marketplace;
p. 54-55 StockXpert; p. 55 Veer Marketplace;
consultants in over 75 locations worldwide. Among other events of relevance to the sector,
p. 56 Cássio Roosevelt /Folha Imagem;
it holds the annual conference in Brazil on the future of technology. p. 60-61 StockXpert; p. 62-63 Nasa;
www.gartner.com p. 63 Diomedia; p. 66 Cesar Duarte/Argosfoto.
brazilian association of information technology
and communication companies – Brasscom
MARTINS DE OLIVEIRA
President of the Board
IBM General Manager for
JAIR RIBEIRO DA SILVA NETO
Vice-President of the Board LAéRCIO JOSé LUCENA MARCO ANTONIO
President of the Executive COSENTINO SILVA STEFANINI
Committee of the Board Vice-President of the Board Vice-President of the Board
of CPM Braxis CEO of TOTVS President of Stefanini
BENJAMIN QUADROS CLáUDIO VITA FILHO
Member of the Board Member of the Board HéLIO SANTOS OLIVEIRA
President of BRQ IT Itautec Executive Member of the Board
Services Commercial Vice-President President of Politec
DEPOCAS LUIz ROBERTO OSCAR VAz CLARKE
Member of the Board NOVAES MATTAR Member of the Board
Center Head of HSBC Global Member of the Board Intel Brazil General
Technology Center Brasil CEO of TIVIT Country Manager
NELSON WORTSMAN SéRGIO SGOBBI
EDMUNDO OLIVEIRA Digital RICARDO ASSE Education and
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76 brazil it-bpo book 2008-2009
Cover: Delfim Martins/Pulsar Imagens