Save or Share this Report

For CIOs

WEBINAR: Where In The World? Technology Vendors Strategists Evaluate New Opportunities (And Risks) In Global Expansion

June 23, 2010


Technology vendors are going global — looking for new markets to make up for downturns in more traditional markets — and rightly so. A recent Forrester survey found that more than twice as many IT decision-makers in emerging markets compared with more mature markets thought that 2009 was a good year for their industry, and that optimism has translated into IT budgets. When asked about IT budgets, 20% or more of IT decision-makers in Brazil, China, and India expected increases in IT spending compared with only 11% in the US.

For many vendors, identifying the specific opportunities is not so straight forward. Which countries show most promise — and for whom? Brazil, Russia, India and China — the BRIC countries — often top vendors’ target lists, with their large populations, growing GDP, and dynamic markets. Vendors have different priorities depending on their own goals and objectives in expansion. And, specific market characteristics, local catalysts, and local business concerns and priorities that drive technology adoption make these calculations more complex.

This presentation reviews various rationales for expanding globally and identifies some of the lessons learned by vendors. We review best practices and discuss a methodology for identifying the appropriate models and data to best make market entry decisions.


  • Tech vendors look for new opportunities.
  • But, opportunity isn't always obvious.
  • Market opportunity assessment
    • Strategic models
    • Data demands: macro (country parameters), micro (market sizing and competition), metro (city and regional data, within a country)
    • Stakeholders
    • Processes and frequency
  • Recommendations

Vendors mentioned: Atos Origin, Cisco Systems, Comarch, FatWire, FUJITSU, HP, Kaspersky Labs, LinkedIn, Research In Motion (RIM), and Verizon

Get Access

Already a Client?

Log in to access this webinar.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer.
Contact us to learn more.

Purchase Webinar

Price: $250.00(USD)


Webinar FAQs

See the Webinar FAQs for answers to technical and other Webinar questions.