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Europe opportunities for Software business in 2013

The technology downturn of 2008 and 2009 is unofficially over," Forrester analyst said. "We are expecting a smooth tech spending rebound. Even so the market was less than expected since then, 2013 in EU is expected to be a recovery year with a trend in software expenses.

To achieve success in EU, Software vendors will have to reassess rapidly changing customer needs with controlled and managed marketing messages. They will also have to provide realistic business return on investment statistics, benchmarks and proof of concepts with proven and tangible business results.

Be prepared for new market entry with partners that can provide local, vertical market and application integration skills.

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The VAT, cultural gap and legislation, .. amongst others challenges

To limit the risk of failure, it is important to understand all of the potential risks, which may include: Limited knowledge of market and cultural issues can result in unanticipated expenditures, lost time and sales opportunities.

Lack of EU business: experience may expose the company to contract complexities and legal restrictions, penalties, and unforeseen and damaging brand consequences.

The EU software industry is very relationship oriented. Appropriate industry contacts are not readily accessible or are resistant to engaging new suppliers.

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IT, software Industry focus

In 2012, the software market is forecast to have a value of almost 100 Billions with an increase of 35% since 2005. In this worldwide business, Europe is n°2 with 37% of the market value right behind the Americas at 42% of the market value.

Within the European market, some significant size difference with 2 main coutries driving the business: France (24%) and UK (22%).

Despite some late start, some countries are now mature in their business process efficiencies related to E-business. This is particularly the case in UK, France, Germany and Nordic countries. Italy, Spain, Benelux still represents an important source of potential revenue; even so the economic crisis seriously affected Spain more than any other European countries.

There is a growing trend of outsourcing services by the enterprises in Europe. Cost savings, business process improvements and requirement of specialized and professional skills are driving companies in Europe to outsource process. Further, the need for quality, and to meet both functional and non-functional requirements is driving this trend.

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E-invoicing market in Western Europe

The e-invoicing market continues to grow, with recent surveys suggesting 30%-40% of organizations plan to implement invoice automation over the next three years.

Key drivers are a desire for increased visibility and control, combined with a process costs reduction and approval cycle times. However, maximum benefit only occurs when suppliers submit invoices electronically through a collaborative network, and getting suppliers to join these networks is a challenge.

 

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What to consider when going to EU and avoid failure

Internationalizing companies generally fail out of two reasons: 1) Poor preparation and/or 2) weak execution. Time and time again companies try to do everything at once - often inspired by the pressure from the marketplace to be fast.

As important as it is to be quick to market, it proves to be even more important to do things right and in the right order. You will not win any sustainable business if your international operations grow through excellent marketing & sales, while your new customers don't receive adequate support in their own language and time zone.

Take one step at a time, allow your organization to grow at a pace, which it can absorb and you too will soon be one of the many international companies who enjoy success on multiple continents.