Case study is the core of MBA, CEIBS(Central European International Business School ), No. 1 EMBA school in Asia ranked by FT.com, conducted a case study of chinese start-ups going global to establish a globalized business partnership last quarter in Shanghai. The role of the case was Testin, an One-Stop-Application cloud testing services company. Henry Jia Yuhang, GM of Testin U.S., attended the study and shared his thinking on how to open the oversea markets for enterprises service.
A wonderful class based on Testin case study
The case study of Testin was published on << EMBA >> (2017 May). In the article, Henry said: “The stronger your partners are, the stronger you will be.” With the help of cooperate partners, Testin is expanding its business to the market not limited in China.
Since its establishment in 2011, Testin has witnessed China mobile internet growing and developing. With its business in test field, Testin has assisted 800 thousand app developers with accumulated tests of 180 million times. Testin is the strong base of mobile developers. After 3 years’ accumulation in testing experience, in 2014, Testin opened its first oversea branch in America.
During the class, Henry elaborated Testin’ s successful business mode in opening market outside China. The sharing focused on the topic of how to cooperate with transnational enterprises and how to open market abroad with help of these large companies. These two ‘How’s are the first step in opening oversea markets. And the successful business mode for Testin is to help Chinese companies in the market abroad and provide assistance for foreign companies in China. These two steps are what Testin are doing in the global market up till now.
How to open market with the help of cooperate partner and make Testin world-known by developers all over the world
In 2014, when Testin’s American branch was first established, Jia Yuhang also faced several challenges. In china, Testin was the leading company of this industry, it had transnational cooperate partners. But in America, Testin was unknown, most people didn’t hear of Testin. In the same time, competitors in America have certain advantages in technology. It was hard for Testin to go straight into oversea market and try to find customers.
Henry told us, in such a situation, the first step should be seeking opportunities on the shoulders of giant—large transnational enterprises. Cooperating partners like these can open up the scene. Intel, Microsoft, Chukong technology were very good cooperate partners with Testin. So Testin seized opportunities in joint held activities with these cooperate partners in America.
The Game Developer Conference (SF) Partner with Chukong joint host and the TechCrunch Disrupt (NY) Microsoft Venture Program were examples. Testin received a lot of responses. Two chances were found in the markets globally by Testin, too.
One is China’s companies who are developing abroad. During the communications, we knew that a lot of good business modes were produced in China’s mobile field. Since they hit the pain point of oversea users, they grow and developed good oversea. More and more Chinese companies are choosing to have oversea business.
The other is oversea companies who are trying to develop in China. With China mobile field’s development, more and more oversea enterprises see the potential of China’s market. Companies like LinkedIn have already entered China mobile market. There are also companies like McDonald’s who has urge needs in mobile apps and are entering digital field.
We found these two chances, one going into China, one going out of China. Operating these two markets, and letting these two kinds of customers be ours. Testin finally found the standing point in opening up global markets.
Testin not only opened the America market, it also settled its Asia branch from Hong Kong to Malaysia.
The establishment of Hong Kong center
Recently, Testin became the focus of Hong Kong media. It set up its Hong Kong center, intended to provide service to the Southeast Asia. Even regions of the belt and road are in consideration. The Malaysia branch has also been opened at the end of 2017.
According to Hong Kong << Economic Daily>>, research institute Technavio’s data shows that the world’s software market scale will expand from last year’s 3.21 billion US dollars (25 billion Hong Kong dollars) to 2021’s expected 6.35 billion dollars(49.5 Hong Kong dollars),which indicates big potential in business.
Market in Hong Kong lack recognition in test service
When Testin communicated with Hong Kong customers, some of them didn’t heard of the service before and thought it was unnecessary. But after Testin did free security tests for 3 financial institutions, severe loopholes were found in all 3. It reflects that the Hong Kong market lacks recognition and has potential needs.
After setting up Testin’s new market in Hong Kong, the next step will be the Malaysia-centered Southeast Asia market.
Software service has several leading enterprises in America. But Dai Yibin (Testin’s chief operator, co-founder) emphasizes in his talk that Testin does not want to compete with them directly. American peers focus on specific test project, but Testin’s coverage of services is comprehensive, and it can provide local services. He explains that signals, network and the main stream devices of the phones are different everywhere. Suiting the needs throughout the world is hard for a company. But with the help of the professional third party, everything will be easy. So that’s why foreign companies come to Testin when they release app in China.
How can Testin open up the global market?
- For companies going into China: Testin is an industry-leading company, has witnessed mobile market from born to thrive. It has its experience accumulated in all-industries’ digital and mobile test, so it can provide one-stop service to companies. And Testin can assist and provide help to foreign companies who want to settle down in China. And always the office which oversea companies set up in China only functions in market and business. They lack department which in charge of technology and test. As problems in these area varies from in different region for the reason of signals, network and mobile phone models etc. So they cannot predict or locate the software defects effectively. Testin’s service can made up the short boards of these enterprises in China.
- For Chinese enterprises going abroad: Testin can provide good test services. These can make Chinese enterprises settle down better at the new country. Because every country’s internet and devices are different, the going abroad enterprises may face challenges. Testin with its oversea real device laboratory and the around-the-world operational tester platform may solve these problems for Chinese companies. The problem of hard to verify tests on the local internet and devices can be solved by Testin’s laboratory and platform. So Testin can help enterprises abroad in the way of fixing app defects.
With these bidirectional needs of Chinese enterprises going abroad, foreign enterprises going into China, Testin will build mature international test platform and set up its brand globally.
Testin (http://www.testin.net) is the global leader in One-Stop-Application cloud testing services for applications such as web, mobile web, H5, native mobile APP, Lite APP, mobile games, VR/AR, wearable, AI, smart home, smart driving, IoT and industrial APP developers to provide the necessary one-stop testing services and quality assurance. Testin is the disruptor of the traditional software testing service mode, combine AI automated real device SaaS testing, crowdsourcing testing, full stack security testing and continuous big data analysis, succeeded not only in capturing the domestic market of China but also in sett its foot of the global arena, has now continued to serve more than 800,000 developers with their 2.3+ million APPs, branding clients including most tier 1 internet entities and McDonald’s, Nestle, Starbucks, Daimler, BMW, Philips and Kabam, etc. Testin has been certified by ISO9000, ISO27001, ISO20000, ISO17025, CMMI3 and CNAS, aim to help developers build confidence in their applications and ensure a good user experience. Testin has secured US$84.9 million in 3 rounds of IDG, Banyan, Haiyin, and CEL. Testin has been recognized as 2015 and 2016 Deloitte High-Tech & Growth Top 50 China, Red Herring Finalist 2014 Asia 100, 2015 Global 100 and 2017 Red Herring Global 100 Winner.
For more information on Testin please visit http://www.Testin.net
Tel: +1 (516) 277-6800