Rackspace-Marketing & Strategy for International Expansion

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Rackspace-Marketing & Strategy for International Expansion

  1. 1. CONFIDENTIAL & PROPRIETARY MATERIAL!MARKETING & STRATEGY FOR!INTERNATIONAL EXPANSION!Gerardo A. Dada, Director, Global Product Marketing!@gerardodada!American Marketing Association - San Antonio!SEPTEMBER 22nd, 2012! @rackspace          /      @SanAntonioAMA            /      @gerardodada                
  2. 2. AGENDA! CONFIDENTIAL & PROPRIETARY MATERIAL!   Rackspace  and  the  Cloud     Our  Interna;onal  Journey     Why  Expand  Interna;onally     Where  to  Start     Business  Models     Localiza;on     Top  Mistakes  to  Avoid   2! @rackspace          /      @SanAntonioAMA            /      @gerardodada                
  3. 3. RACKSPACE® HOSTING CONFIDENTIAL & PROPRIETARY MATERIAL! 4,500+ WE SERVE OVER $1 RACKERS 60%   OF THE BILLION $$$$ FORTUNE® 100 Annualized Revenue 190,000+ CUSTOMERS 84,000+ SERVERS 22,085+ VM ≅70 PB STORED GLOBAL FOOTPRINT 120+ COUNTRIES8 WORLDWIDE DATA CENTERSPORTFOLIO OF A LEADER HOSTED SOLUTIONS Gartner Magic Quadrant Dedicated - Cloud - Hybrid for Managed Hosting @rackspace          /      @SanAntonioAMA            /      @gerardodada                
  4. 4. WHAT IS THE CLOUD? CONFIDENTIAL & PROPRIETARY MATERIAL! Bo$om  Line:  The  cloud  provides  business  agility  and  allows   you  to  focus  on  your  business   @rackspace          /      @SanAntonioAMA            /      @gerardodada                 4!
  5. 5. RACKSPACE’S GLOBAL JOURNEY CONFIDENTIAL & PROPRIETARY MATERIAL! 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                 5!
  6. 6. WHY EXPAND INTERNATIONALLY! CONFIDENTIAL & PROPRIETARY MATERIAL! @rackspace          /      @SanAntonioAMA            /      @gerardodada                 6!
  7. 7. WHERE TO START?! CONFIDENTIAL & PROPRIETARY MATERIAL! •  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                 7!
  8. 8. BUSINESS MODELS! CONFIDENTIAL & PROPRIETARY MATERIAL! •  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                 8!
  9. 9. RACKSPACE.COM/ES CONFIDENTIAL & PROPRIETARY MATERIAL! @rackspace          /      @SanAntonioAMA            /      @gerardodada                 9!
  10. 10. LOCAL HOSTING IS BETTER CONFIDENTIAL & PROPRIETARY MATERIAL!(IS IT?)! @rackspace          /      @SanAntonioAMA            /      @gerardodada                 10!
  11. 11. LOCALIZATION CONFIDENTIAL & PROPRIETARY MATERIAL! •  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                 11!
  12. 12. NISSAN IN LATIN AMERICA CONFIDENTIAL & PROPRIETARY MATERIAL! 12! @rackspace          /      @SanAntonioAMA            /      @gerardodada                
  13. 13. NIKE IN THE ARAB WORLD CONFIDENTIAL & PROPRIETARY MATERIAL! @rackspace          /      @SanAntonioAMA            /      @gerardodada                 13!
  14. 14. NIKE IN THE ARAB WORLD CONFIDENTIAL & PROPRIETARY MATERIAL! @rackspace          /      @SanAntonioAMA            /      @gerardodada                 14!
  15. 15. CULTURE! CONFIDENTIAL & PROPRIETARY MATERIAL! •  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                 15!
  16. 16. CULTURE! CONFIDENTIAL & PROPRIETARY MATERIAL! @rackspace          /      @SanAntonioAMA            /      @gerardodada                 16!
  17. 17. COMMON MISTAKES TO AVOID! CONFIDENTIAL & PROPRIETARY MATERIAL! #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                 17!
  18. 18. CONFIDENTIAL & PROPRIETARY MATERIAL!THANK YOU Gerardo A. Dada @gerardodada gerardo.dada@Rackspace.com RACKSPACE®   H OSTING         |         W WW.RACKSPACE.COM    

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