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Why
Enter the Global Marketplace?
World markets are an
opportunity to improve profits by increasing sales,
market share, and growth.
Increase Sales
- 90% of the world's
population does not speak English
- "Arm's length
marketing is dead. Customers are global;
software companies must be too, as early as
they can afford it. " IBM
Corporation
- "Since its
earliest days, Microsoft has always regarded
markets in the United States, France and
Germany to be equally important and has tried
to introduce major products in all three at
the same time. "
—John Davies, "No Longer Amazed by
Export Success, Microsoft Expects Surges to
Continue", Jour. Commerce, 13
Oct. 1992, Sec. B, p.3, cols 2-3.
- Adding only French and
German versions, for example, increases the
total market by 160 million.
Increase Margins
- Companies are able to
charge a premium for their software in
international sales, up to 100 percent.
—Software Industry Business Practices
Survey, (Boston: Price Waterhouse, 1993),
p. 73.
- Non-English speaking
markets are extremely loyal. They appreciate
the effort you put into localizing your
product for them, and they are an eager
market for upgrades.
Improve Growth
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