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!
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/
@gerardodada

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!
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@gerardodada

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+ COUNTRIES
8 WORLDWIDE
DATA CENTERS
PORTFOLIO OF A LEADER
HOSTED SOLUTIONS Gartner Magic Quadrant
Dedicated - Cloud - Hybrid
for Managed Hosting
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@gerardodada

4. WHAT IS THE CLOUD? CONFIDENTIAL & PROPRIETARY MATERIAL!
Bo$om
Line:
The
cloud
provides
business
agility
and
allows
you
to
focus
on
your
business
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@gerardodada
4!

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
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@gerardodada
5!

6. WHY EXPAND INTERNATIONALLY! CONFIDENTIAL & PROPRIETARY MATERIAL!
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@gerardodada
6!

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
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@gerardodada
7!

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
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@gerardodada
8!

9. RACKSPACE.COM/ES CONFIDENTIAL & PROPRIETARY MATERIAL!
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@gerardodada
9!

10. LOCAL HOSTING IS BETTER CONFIDENTIAL & PROPRIETARY MATERIAL!
(IS IT?)!
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@gerardodada
10!

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
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@gerardodada
11!

12. NISSAN IN LATIN AMERICA CONFIDENTIAL & PROPRIETARY MATERIAL!
12!
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13. NIKE IN THE ARAB WORLD CONFIDENTIAL & PROPRIETARY MATERIAL!
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13!

14. NIKE IN THE ARAB WORLD CONFIDENTIAL & PROPRIETARY MATERIAL!
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/
@gerardodada
14!

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
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/
@gerardodada
15!

16. CULTURE! CONFIDENTIAL & PROPRIETARY MATERIAL!
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@gerardodada
16!

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
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/
@SanAntonioAMA
/
@gerardodada
17!

18. CONFIDENTIAL & PROPRIETARY MATERIAL!
THANK YOU
Gerardo A. Dada
@gerardodada
gerardo.dada@Rackspace.com
RACKSPACE®
H OSTING
|
W WW.RACKSPACE.COM