Bottom to Best; Outsourcing operations now look for quality, not just cheap labor. The race has changed. And guess who's leading the pack?

Byline: William Underhill and Jason Overdorf (With Katka Krosnar in the Czech Republic)

The infamous "race to the bottom" may not be over. But increasingly, service industries are moving operations not to nations at the bottom--which is to say, nations like India, where labor is cheapest--but to where the work will be done best. The new race is to find the most-competitive service. And it speaks volumes about the rapid modernization of India that its companies are still out front.

This is even more remarkable if you consider how many new players and new kinds of services are crowding into the outsourcing market. According to consultants A.T. Kearney, there are now 55 countries, from Vietnam to Poland and Brazil, actively selling themselves as "remote service locations" to multinationals. And the kinds of services on offer continue to expand from call centers and back-office functions into new areas of information technology and R&D for industries as diverse as consulting, law and medicine. Western giants like IBM are getting in the game by setting up their own outsourcing arms (usually in developing nations). IDC research predicts that the world market for offshore IT services will grow to $37.8 billion by 2011, more than double last year's figure. Yet no new rival has derailed India's rise.

In the past decade, India's outsourcing revenue has increased tenfold. By some reckonings, Indian companies still capture more than 80 percent of the IT offshoring business. With growth in the Indian industry still running at a healthy double-digit rate, the top companies--Wipro, Tata Consultancy Services and Infosys--are evolving as fast or faster than the outsourcing market itself. Each now has a total stock-market value of more than $20 billion, when none were even listed 10 years ago. They are, in short, flourishing in a market that is now far more complex than the old caricature of Western firms' "exporting" well-paid jobs to poor nations, where salaries are far lower. "The smart companies are seeing outsourcing and offshoring not as a cost play but as a strategic way to transform their business," says Nandan Nilekani, CEO of Indian IT giant Infosys. "The customer is no longer just paying for 100 people to work for him, [but for a specific business outcome]. Therefore, the Indian companies have to improve the capacity of their people, so we have more people with a consulting mind-set. And we have to be willing to take risks."

The reason Indian companies can stay out front seems pretty clear: India, on the whole, remains poor and backward, but its leading companies are already world-class. Once humble and happy to take the IT drudge work of big U.S. or British multinationals, Indian firms are now multinational in their own right. The skills of their employees are improving fast, so they are able to offer higher-level services to Western blue-chip clients. And the sheer scale of past savings that Indian firms have delivered to Western clients puts them in a good position to win future contracts when those and other clients look to move more-sophisticated operations abroad. Kiran Karnik, president of India's National Association of Software and Services Companies, puts the matter simply: "While cost continues to be an important consideration, it's not the only one."

Geography is reasserting itself. Indian outsourcers are maintaining their edge in part by moving closer to clients, establishing their own bases in the West. Last month Wipro paid $600 million for an American infrastructure-management firm called Infocrossing, creating a beachhead that allows Wipro to deliver services ...