Destination Fiji

Developing an outsourcing services brand

The Fijian outsourcing services industry was a slow-progress economic segment for nearly a decade. Despite several winning factors-including a well-educated labour pool, good internet connectivity, appropriate infrastructure, a convenient time zone, and geographical proximity to nearshore clients such as Australia and New Zealand-operators struggled to capitalise on the industry's potential to be a growth engine. Most businesses catered to small client bases, with limited investment in marketing and little technical expertise in attracting bigger clients. At the national level, despite generating significant employment, the industry struggled to be recognised for its potential. Outsourcing services were grouped with the information, communications and technology (ICT) sector, and international branding of Fiji as an outsourcing services destination was virtually non-existent.