MANILA, Philippines -- The market for enterprise resource planning (ERP) software remains lucrative but end-users now prefer consultants with extra industry knowledge.

"Companies are not interested in educating consultants. They want to get educated in best business practices by consultants," said Bo Lundqvist, general manager for Raffles Solutions.

Raffles is a Microsoft partner providing technical consulting for ERP users specializing in the small and medium business segment.

The company employs some 700 consultants across Asia Pacific, most of whom are based in India.

"The company is traditionally a large staff augmentation player," said Lundqvist via email. "Given the favorable conditions in the Philippines, the group aims to rapidly grow its consulting and outsourcing business from the Philippines."

He explained: "A good ERP consultant should possess industry knowledge, business practice and process knowledge as well as knowledge of the solution carried by the consulting firm."

This is why consulting firms greatly appreciate "career-switchers," or individuals from specific industries with deep understanding of the business, who seek a new career in consulting.

Lundqvist, who has worked with Philippine clients for more than six years, said there is a huge untapped ERP opportunity in small- to mid-sized enterprises across Asia.

"I believe what is holding the expansion back from an ERP software sales point of view is precisely the lack of qualified, trained and experienced consultants," he said.