rackspace-marketing & strategy for international expansion
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CONFIDENTIAL & PROPRIETARY MATERIAL!CONFIDENTIAL & PROPRIETARY MATERIAL!
MARKETING & STRATEGY FOR!INTERNATIONAL EXPANSION!
American Marketing Association - San Antonio!SEPTEMBER 22nd, 2012!
@rackspace / @SanAntonioAMA / @gerardodada
Gerardo A. Dada, Director, Global Product Marketing!@gerardodada!
CONFIDENTIAL & PROPRIETARY MATERIAL!
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CONFIDENTIAL & PROPRIETARY MATERIAL!AGENDA!
Rackspace and the Cloud Our Interna;onal Journey Why Expand Interna;onally
Where to Start
Business Models
Localiza;on Top Mistakes to Avoid
@rackspace / @SanAntonioAMA / @gerardodada
CONFIDENTIAL & PROPRIETARY MATERIAL!CONFIDENTIAL & PROPRIETARY MATERIAL!RACKSPACE® HOSTING
190,000+ CUSTOMERS
84,000+ SERVERS 22,085+ VM
≅70 PB STORED
4,500+ RACKERS
8 WORLDWIDE DATA CENTERS
GLOBAL FOOTPRINT 120+ COUNTRIES
60% FORTUNE® 100
OF THE
WE SERVE
Annualized Revenue
OVER $1 BILLION $$$$
PORTFOLIO OF HOSTED SOLUTIONS
Dedicated - Cloud - Hybrid
A LEADER Gartner Magic Quadrant for Managed Hosting
@rackspace / @SanAntonioAMA / @gerardodada
CONFIDENTIAL & PROPRIETARY MATERIAL!
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CONFIDENTIAL & PROPRIETARY MATERIAL!WHAT IS THE CLOUD?
Bo$om Line: The cloud provides business agility and allows you to focus on your business
@rackspace / @SanAntonioAMA / @gerardodada
CONFIDENTIAL & PROPRIETARY MATERIAL!
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CONFIDENTIAL & PROPRIETARY MATERIAL!RACKSPACE’S GLOBAL JOURNEY
GLOBAL FOOTPRINT 120+ COUNTRIES
8 WORLDWIDE DATA CENTERS
2 SUPPORT CENTERS
The Rackspace strategy does not change We aim to be the service leader in every market we serve
@rackspace / @SanAntonioAMA / @gerardodada
CONFIDENTIAL & PROPRIETARY MATERIAL!
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CONFIDENTIAL & PROPRIETARY MATERIAL!WHY EXPAND INTERNATIONALLY!
@rackspace / @SanAntonioAMA / @gerardodada
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CONFIDENTIAL & PROPRIETARY MATERIAL!WHERE TO START?!
• Market Planning and Opportunity Analysis • Market Sizing -‐ Addressable Opportunity
• Legal Framework – Taxes, Customs and regula;ons -‐ NOM, ISO, UL , PII
• Demographics and business environment – Business may be centralized in one of a few ci;es
– Propensity to buy in retail: touch & feel the products – Prac;cality of Ecommerce: credit card adop;on, shipping efficiency and trust
@rackspace / @SanAntonioAMA / @gerardodada
CONFIDENTIAL & PROPRIETARY MATERIAL!
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CONFIDENTIAL & PROPRIETARY MATERIAL!BUSINESS MODELS!
• Centralized versus localized model – Think globally but act locally – “Glocaliza=on”: finding the balance between the two
• Selling interna;onally from one loca;on
• Indirect models – Distributor, agent, reseller, etc.
• The core business strategy may not change (i.e RAX)
• Global web presence – How to do it right
@rackspace / @SanAntonioAMA / @gerardodada
CONFIDENTIAL & PROPRIETARY MATERIAL!
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CONFIDENTIAL & PROPRIETARY MATERIAL!RACKSPACE.COM/ES
@rackspace / @SanAntonioAMA / @gerardodada
CONFIDENTIAL & PROPRIETARY MATERIAL!
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CONFIDENTIAL & PROPRIETARY MATERIAL!LOCAL HOSTING IS BETTER (IS IT?)!
@rackspace / @SanAntonioAMA / @gerardodada
CONFIDENTIAL & PROPRIETARY MATERIAL!
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CONFIDENTIAL & PROPRIETARY MATERIAL!LOCALIZATION
• More than transla;on • Religion • Language is different – UK vs US English • Understanding history • Culture impact on logos and colors
Examples: Orkut in Brasil and Baidu in China
TIP: balance local and corporate resources
@rackspace / @SanAntonioAMA / @gerardodada
CONFIDENTIAL & PROPRIETARY MATERIAL!
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CONFIDENTIAL & PROPRIETARY MATERIAL!NISSAN IN LATIN AMERICA
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CONFIDENTIAL & PROPRIETARY MATERIAL!
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CONFIDENTIAL & PROPRIETARY MATERIAL!NIKE IN THE ARAB WORLD
@rackspace / @SanAntonioAMA / @gerardodada
CONFIDENTIAL & PROPRIETARY MATERIAL!
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CONFIDENTIAL & PROPRIETARY MATERIAL!NIKE IN THE ARAB WORLD
@rackspace / @SanAntonioAMA / @gerardodada
CONFIDENTIAL & PROPRIETARY MATERIAL!
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CONFIDENTIAL & PROPRIETARY MATERIAL!CULTURE!
• History and a]tudes between cultures – Good and bad (Malinchismo)
• The importance of ;tles and hierarchy – Business cards in Japan – Judging by looks and formality
• Importance of rela;onships and trust – In many countries business in done in person
– Use of Alcohol and importance of social events
@rackspace / @SanAntonioAMA / @gerardodada
CONFIDENTIAL & PROPRIETARY MATERIAL!
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CONFIDENTIAL & PROPRIETARY MATERIAL!CULTURE!
@rackspace / @SanAntonioAMA / @gerardodada
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CONFIDENTIAL & PROPRIETARY MATERIAL!COMMON MISTAKES TO AVOID!
#1 – Insufficient commitment from management
#2 – No business or market plan & priori;es
#3 – Underes;ma;ng emo;ons and rela;onships
#4 – Not understanding culture #5 – Going a^er too many opportuni;es at once
#6 – Expec;ng quick results
@rackspace / @SanAntonioAMA / @gerardodada
CONFIDENTIAL & PROPRIETARY MATERIAL!
RACKSPACE® HOSTING | WWW.RACKSPACE.COM
THANK YOU
Gerardo A. Dada @gerardodada