The digital world of software exports
Non-Software Exporters
Just like Australian customers pulled Pronto overseas, it is possible that Australian software companies may be able to pull your business overseas or introduce you with people in your industry at your destination country. If you are keen to export, explore connections you might have with providers that may already have international links.
Aligning yourself with a certain type of software could also provide added value to your business, whether it frees up resources to enable you to export or becomes part of your unique selling proposition. There is plenty of software specific to particular industries—for example IT company Octahedron last year launched SWIM (Savings With Improved Management), a product designed specifically for the jewellery industry—so hunt for tools available in your sector.
Barriers
Localisation and getting to know the market is one area software exporters will need to consider. “It’s rare that a software package will be taken overseas and just sold. There’s an element of localisation, consultancy and support. The customer needs to feel comfortable that they can depend on the Australian company to support them and the integration of that software into their current systems”, says Harrison.
“If you’re providing sales direct to market, it’s important to provide your customers with support; if you’re appointing an agent, then train that agent in your software so they can best represent you in that market.”
If users do not read English, you need to make sure you have the interface and support documents correctly translated if you wish to sell into non-English-speaking markets.
Localisation even involves changing Australian-English into American English “to give the customer the comfort that they know that you understand their needs and will be responsive to them,” says Harrison.
Pandos acknowledges that lack of funds can be an obstacle for many businesses. She says ADWEB would not have exported without Austrade’s Export Marketing Development Grants scheme, so it’s a shame funds have been slashed. “There’s not enough money in this country to get the seed capital that you would get in the States, for example,” she explains. “Austrade does a fantastic job and they just need to continue with that, assisting organisations, having those doors open, making introductions and helping with the initial costs.”
While Jackman agrees that Austrade have helped Pronto explore new markets and secure introductions, he says grants are not the answer. He brings it back to companies being customer-focused. “I don’t think government handouts work; what do you do when the money runs out? It has to be your customers dragging you into that market, that’s a more commercially pragmatic view,” he says. “The things that made you successful in Australia will make you successful overseas.”
The Future
Software exporters should view the global financial crisis as an opportunity, says Harrison, as businesses around the world will be looking for new solutions to streamline, rationalise, and reduce costs in their business and simultaneously increase their value to customers.
“If I were a software company, I would emphasise my software’s ability to achieve those things,” he advises. “And if it’s B2B, it’s not just selling a piece of software, it’s tailoring that software to the customer and providing them with that ongoing support and consultancy service.”
USEFUL LINKS
ANZA Technology Network: www.anzatechnet.com
Australian ICT (Austrade): www.austradeict.gov.au
Australian Information Industry Association: www.aiia.com.au
Australian Interactive Media Industry Association: www.aimia.com.au
Australian Technology Showcase: ats.business.gov.au
IP Australia: www.ipaustralia.gov.au
Got something to say? Join the export forum here at DynamicExport.com.au.
