A special trend has bee the evolution of the integrated services model from the late-1990s onward, whereby software services firms provided services across tiers, from highest-end IT consulting to low-end IT outsourcing. The integrated services model was pioneered by the most successful Indian software firms - the Majors - who capitalised on their rapid growth via remote delivery of IT outsourcing and basic IT services to diversify up the value chain into higher-end software services. This was primarily via the acquisition of small Western business and/or technology consulting firms. Given the intra-firm efficiencies generated by the provision of integrated services, it was soon copied by the Global Giants. [...]