Why was Framework successful in Europe?

14 Aug 2013 · 2 min

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This content was created by Paul Sloane. This content was uploaded by Paul Sloane. This is a YouTube video titled "Why was Framework successful in Europe?" (created 2013-08-14). The excerpt is a single-speaker talk/presentation (labeled SPEAKER A) in which the speaker—referencing their time at Ashton Tate in 1984—explains why the product Framework gained market share in Europe. They attribute success not to superior product positioning but to a strategic mistake by Lotus (delaying translations of 1-2-3 in favor of Symphony), which left Framework available in French and German earlier. The speaker highlights translation, timing, and initial market share as critical factors for overseas success.

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Now, why is Framework so successful in Europe in comparison with anywhere else in the world? And I'd like to be able to say it's because we understood the product better, or the European consumer is more sophisticated, or we positioned it right, or we got the marketing right, or any other such claim. But I think that would be just a little bit misleading. The real reason why Framework is so successful is because of a mistake A mistake that Lotus made, and it's a mistake that's cost them millions of dollars and has benefited Ashton Tate by millions of dollars. I joined Ashton Tate in 1984, and at that time most people believed that integrated software was going to take over. And Lotus seriously believed— and if you speak to Lotus, they'll confirm this, old stages with Lotus— they believed that 1-2-3 was on the way out and would be superseded by Symphony. They really did believe that. It's crazy when you think now how many copies of 1-2-3 have sold since. But they chose not to translate 1-2-3 into French, German and the other languages, because they decided that it would be better to delay and put their investment in Symphony. And consequently, Framework was available in French before 1-2-3 was available in French, and it was available in German before 1-2-3 was. Now you take 1-2-3 out of the equation, and all of a sudden Framework becomes a very, very viable major player in the marketplace. And we gained an initial market share which we've retained ever since. And investment in translation and timing are 2 of the critical success factors for overseas markets. And we've played them and enjoyed success with those in some territories. And we've suffered by not