Internationalization strategy: HOLOS Mobile - Angola

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

Nowadays, direct marketing tools are being used by companies that want to expand their businesses, aim to distinguish its customer service and improve its stakeholders’ relationship. HOLOS Mobile, developed by the Portuguese software company HOLOS S.A. throughout a partnership with Google, is an innovative product that can be used in any device that have access to internet (PC/3G cell phones/PDA). This software enables companies to analyse data and generate knowledge management concerning business models, namely consumer behaviour, targeting, and segmentation of markets. In addition, this tool will indirectly benefit several players in the market and will gain advantage to the traditional marketing methods used, creating a new concept of relationship marketing. This product is currently being customized by HOLOS to Banco Espírito Santo (BES) and although is still not possible to predict if this pioneering application will follow the tendency of success that other HOLOS’ products achieved, there are positive insights regarding its potential, giving initial trials and testing. After the investment done by InovCapital in the company, HOLOS Board decided it was time to expand its activities to emergent markets. The objectives to reach with this international expansion are focused in capture new business opportunities, increase sales, maintain a competitive advantage and increase reputation among companies in the industry. HOLOS believes that Angola is an attractive target market and that deeply needs for ICT solutions. The stable environment that is started to be lived in the country, together with the historical, linguistic and cultural connections with Portugal gives HOLOS a first mover advantage when compared to possible competitors. Based on my research and the environmental conditions, I developed an internationalization strategic plan of measures and recommendations that aim to support HOLOS’ entrance in the Angolan market and further commercialization of its new product, HOLOS Mobile.