Unlock global growth: How the cloud is your passport to international markets

Doing business globally has been hot news of late, grabbing the attention of the media and world leaders alike. But despite geopolitical tensions, businesses can’t rest on their laurels when it comes to achieving their global ambitions. According to a barometer by Santander, almost a third (28%) of UK businesses are considering expanding internationally before 2027. Achieving that doesn’t just require ambition, it requires an understanding of business demand, local regulations and an appreciation of cultural differences.

The role of technology in this process can’t be underestimated either.

When it comes to global expansion, many organisations are starting from scratch. Even with a strong business need for international growth, companies today won't succeed without a solid digital footprint.

This is where the cloud can come in.

Breaking down geographic barriers

Once upon a time, to kick start or expand a business internationally, it may have required a physical office, a team of staff and an on-premises data centre (amongst other things). What were once major hurdles are now, thankfully, largely gone.

The advent of the cloud is enabling organisations to enter new markets or geographies that those with a local-only on-premises environment might never consider due to any number of technology limitations, including bandwidth, latency, physical setup, or resourcing restrictions. Now, rather than having to start everything from scratch, those who opt to embed themselves in the cloud can lean on the experience of their cloud providers and adopt cloud environments with pre-configured best practice according to the country they are launching in, all with the reassurance that it will comply with local regulations and uphold the security standards of that region too.

This can expedite entry to a new market. Whereas a typical on-premises environment can take months or years to fully resource and correctly set up, the agility of the cloud means that estates can be established in days or hours. As a result, this brings cost benefits as there is a reduced upfront capital expenditure on a physical infrastructure, which might be bigger than what’s needed. Instead, organisations establishing themselves in new regions – in what can be a bit of an unknown – can benefit through having an environment that flexes and scales to their current and future needs when they are ready to do so.

The nuance of cloud adoption

Despite this, and what you might expect me to say; the cloud isn’t always the answer for every workload that an organisation has today. Instead, it is much more important for organisations to opt for a deployment model that is right for the workload in question – be that using a hyperscale cloud, hybrid cloud or even retaining some on-premises architecture.

However, when you are looking to grow internationally, it is vital that organisations think strategically and in a way that is authentic to the business, rather than going on a spending spree on items that might be redundant in six months or lock them into technology which they cannot break free from. For those who might have an on-premises environment today, which is addressing their needs – great. But given the dynamic nature of the cloud, it could be possible for this to shift to the cloud as new software or services come to market, or where full scale workload transformation isn’t easily available to you in your existing environment or setup.

Transforming doesn’t have to be something that happens overnight; for some organisations, it can be like repainting the car while it is driving. We have worked with organisations whereby they have deepened their cloud engagement from getting to know it more and unlocking new insights about it and their business that they didn’t know they had or needed to grow operationally.

Navigating the new global digital landscape

During that transformation, however, just as with any technology adoption, organisations must be mindful of the guardrails in which they will need to operate in their new geography and whether the workload is suited to the deployment model.

Venturing into new markets means navigating a complex web of data regulations, with each country having its own set of rules dictating where customer information can be stored, how it must be processed, and who can access it. Understanding and complying with these data residency and privacy laws – like GDPR, for example – isn't just about avoiding hefty fines; it's about building and maintaining trust with your global customer base. Get it wrong, and you risk not only legal repercussions but also significant reputational damage that can undermine your international expansion efforts.

This is where the expansive reach of major cloud providers, public, private and hybrid, becomes your ally. These giants have invested billions in building vast networks of data centres located in virtually every major region worldwide. This extensive footprint means that you can choose to store your data physically within a specific country's borders, directly addressing data sovereignty requirements. Beyond compliance, having your data closer to you and your customers also reduces connection delays meaning faster loading times and a smoother, more responsive experience, ultimately boosting customer satisfaction.

Finally, ensuring the security of your sensitive data as you grow globally is paramount. Many cloud environments come equipped with robust, built-in security features that often surpass what individual businesses could afford or manage on their own. This includes strong encryption, sophisticated access controls, and continuous threat monitoring. Crucially, many now offer advanced backup capabilities that create isolated, tamper-proof copies of your data. Think of it as a highly secure 'digital safe' for your critical information, offering an extra layer of protection against cyber threats like ransomware and ensuring your business can always recover, no matter where your operations extend.

But how does all of this play out in practice?

Real-world transformation

We recently worked with an organisation that experienced a complete business transformation because of the cloud.

CREST, the global not-for-profit membership body representing the cyber security industry, had a simple ask: create AWS exam labs for its practical exams, which were currently run on a private cloud infrastructure. What resulted, took them far beyond this and saw it expand its exam delivery capabilities from three to over 70 countries and 1,000 test centres globally – all through cloud innovation.

As we worked together, we made sure that we were deep in the project, continually pushing the boundaries, asking “what if we did this?” By considering how various cloud-based products and services could elevate their proposition, CREST was exposed to a completely new way of working and unlocked a wealth of global capabilities it hadn't imagined. This resulted in significant business growth, all while seeing a 33% reduction in costs while simultaneously decommissioning expensive legacy data centres.

In today's global race, cloud computing isn't just an IT option—it's your strategic advantage. Opt for a deployment model that is right for the workload in question and it shatters geographic barriers, simplifies compliance, and offers scalable, secure foundations for rapid market entry. For those serious about global expansion, it is time to embrace the cloud to transform those ambitions into tangible growth, empowering your business to thrive globally with agility and confidence.