How to Penetrate India, Russia and Middle East Markets

I would like to share my experience on working with different markets and regions. India is globally approved as the IT Hub or the next Silicon Valley for software and software related services. With its vast experience, India has a very well matured process that cans serve global markets. For its experience most of Europe and US are well covered. With thousands of Software companies registering in India every day, the job becomes really tougher for bigger companies to penetrate existing markets further.

Thus, the Fast Growth Markets gets a key focus agenda for any software company. But it is not as easy as what we speak and think, because the matured processes that we have created may meet global requirements but matured process alone will not help to tap business. It took years to build confidence in US and Europe, similarly we have to repeat the same for Fast Growth Markets

Each Fast Growth Markets are different by itself.

India: has huge accessibility for skills & resources but demands a tagline from American or European market. Domestic products (or) service to meet domestic requirements are very less encouraging. Even, if recognized the pricing become a tough task. By nature Indians would like to negotiate a lot. It doesn’t matter what, even if negotiation wins one rupee, it is considered a great deal. Most likely, doing business with Indians and Americans are quite similar. You can open the discussion with anyone. Like Americans, Indians are most likely to explore, get educated, and to advertise their requirements but the decision will always be in favor of American or European tagline, experience, brand and also a very well negotiated deal.

Key Message: Co-selling of best brand is a good way to start

Russia: This is a closed market. Middle East and Russia are relatively similar. The demand here never meets supply, because of this, there are always opportunity for software and related services. For software and services market, Russia could be another US or Europe story because most huge industries deserves digitalization but the resources who could understand this transition are very minimal. The only problem with Russia is language and conservative market. They do not encourage foreign solutions; they highly encourage and approve local solutions. Most business deals are likely to happen through community, seller and buyer are very well connected. Like negotiation for India, Security becomes the key focus for any business deals in Russia. They always expect a secured deal with the very well know neighbor rather outsourcing to a stranger. They are ready to wait instead to deal with the stranger. You have to be local and get local

Key Message:  Register locally and employ locally, focus on skill development

Middle East: Middle East is half western and half Russian. Most recommending authorities are either outsourced or resourced from India, US or Europe because of which they are ready to explore opportunities but the decision making is conservative. More than security, the trust, relationship and experience play a key role. In simple terms, Middle East is a reference market. Even for a job, you need to be referred. Your colorful presentations and innovative solutions will be heard but to convert them as a deal, a strong local recommendation is must

Key Message: Explore opportunities to work with domestic companies.