How legacy players can win the European market

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Dell goes private, adopts divergent cloud strategy

Dell’s shareholders are holding off on taking the company off the public market. As a cloud provider, Dell has adopted first OpenStack for its private cloud offering and then a cloud brokerage tactic by packaging offerings from Joyent, ScaleMatrix and ZeroLag. Nnamdi Orakwue, Dell’s VP of cloud, will discuss the reception of the two-pronged strategy and his experiences from the world of Dell in transition.

Will HP tackle the elephant in the room?

Amazon Web Services recently grew its server count by 33 percent from Sept. 2012 to May 2013 and rolled out a new federal cloud offering. (Let’s not forget that Dell has done the same.) However, the race for the cloud market will not go uncontested: Cloud evangelist and VP of product marketing at HP Margaret Dawson will discuss HP’s progress in customer acquisition during her first year at the upcoming Structure:Europe conference in London. Will HP’s clout with existing customers or enterprise credibility prove to be competitive advantages?

GigaOM senior writer Barb Darrow will take the stage with each of these tech giants in September. Be part of the conversation and set the pace for cloud growth in Europe. Register today and save.

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Localization is a big deal for Europe, which is the reason that the Web economy in some countries, such as in Germany, relies heavily on the clone-and-localize approach. Quite successfully in fact, even if the quality of the result is quick-and-dirty with only a subset of what US consumers would be expecting today. European consumers prefer a crappy app in their native language with cultural references such as the selection of illustrations, menu control, wording, and user interface, over a slick and fully functional US version.

On the other hand, US companies are at a loss. They often do not understand how to penetrate European markets – in their is not just the EU market, each region is its own market. This is quiet a departure from the US approach where you build in the Bay Area, NYC, or Austin, and users from all across the US flog and use it.

The solution is to look at Europe not in the eyes of a remote field organization, but in fact as a business unit, staffed with talent comfortable in both cultures. There are plenty of German-Americans, French-Americans, Spanish-Americans, etc, who left for the US for the much higher life standard provided to them as being part of the Tech Tribe here. I bet plenty of them would be interested in returning to their birth place and bringing with them the understanding of US and local culture, given the right economic incentives.

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