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Worldwide globalization trend resulted in the practical absence of isolated markets. The result is that on one hand you cannot rely anymore on the lack of competition on a specific territory. That make it harder to grow at the initial stage. On the other hand, from the very beginning you may target not only the local market, but the global one. But localizing the user interface is not enough to make your products global. It is important to understand how people in different countries are going to use your product, how you are going to promote it in different countries, and what kind of competition you will face in each of them. Using specifics of each region it is possible to develop unique strategies for new products development and promotion. In this talk we will present the experience gained during 15 years of ABBYY’s activities in global markets. We will also provide recommendations on how to create products for global markets and how to promote them in different countries.

Author: Aram Pakhchanian

Vice-president, Director of Data Capture Products Department, ABBYY

Aram Pakhchanian

Aram Pakhchanian leads FlexiCapture data capture product line development and marketing, and coordinates sales effort around the world. Aram has more than 18 years in software development and more than 10 years in VP position at ABBYY.

Aram Pakhchanian has a vast experience of presentations in public: he is a frequent speaker at events and scientific conferences. He is also certified AIIM trainer for ECMp course and author of several highly referenced publications in leading Russian IT magazines on different aspects of ECM implementation.

In 2008 and 2009 he was voted as one of Top 1000 managers in Russia and one of Top 100 CIOs by Association of Managers of Russia.