In 2024, global IT and digital transformation provider Softline Group expanded into Southeast Asia by opening new offices in Indonesia and Vietnam. These moves were part of a broader international strategy, reflecting the company’s commitment to long-term regional engagement across Southeast Asia, Central Asia, and the Middle East. This also includes new offices in Kazakhstan, Uzbekistan, and the UAE.

With a population of over 680 million and strong economic growth, Southeast Asia presents significant opportunities for innovation. Governments across the region are driving digital transformation through national programs. At the same time, businesses face growing demand for connected services and secure digital infrastructure.

Ivan Gorkovenko, Ivander Hery, and Hans Saiya from Softline Group discuss their expansion strategy, the importance of localization, and how technologies like AI and cybersecurity are shaping the region’s future below.

Inside Softline’s expansion across Southeast Asia

Softline’s entry into Southeast Asia was driven by both strategic foresight and local opportunity. “Southeast Asia was not just a next step – it was a deliberate choice,” said Ivan Gorkovenko, Regional Director for Southeast Asia. “We saw unmatched growth potential in areas like digital payments, e-commerce, and public sector modernization.”

The company’s investments in Vietnam and Indonesia were aligned with major national agendas like Making Indonesia 4.0 and Vietnam’s National Digital Transformation Program, both of which aim to build robust digital ecosystems. “With 680M people and 5%+ GDP growth, SEA is not just a growth market – it’s a digital innovation hub,” Gorkovenko added.

Localization in action: Adapting to regulatory and infrastructure needs

As regional adoption of digital tools accelerates, Softline emphasizes local relevance through language, infrastructure, and compliance. “We don’t just translate the interface,” said Ivander Hery, Sales Manager. “We ensure compliance with regulations such as Indonesia’s Law No. 27 of 2022 on Personal Data Protection.”

To meet varying requirements, Softline has adapted its security audit framework to match the standards of Indonesia’s Badan Siber dan Sandi Negara (BSSN) or national cyber and crypto agency. It also deployed hybrid cloud systems in Vietnam, ensuring full compliance with the Personal Data Protection Act (PDPA).

This localized approach is also reflected in how services are delivered. “Clients can access any Softline service tailored to their specific stage in the business lifecycle,” Hery noted, referencing sectors like government, healthcare, and education.

Also read: ASEAN’s regionalism strategy: Building unity in a depolarised world

Supporting digital transformation across urban and remote areas

Beyond urban centers, Softline is focused on closing gaps in access and capacity. “We want to be a key player in enabling Indonesia to achieve its digital transformation goals and ensure that technology benefits everyone, even in the most remote areas,” Hery said.

The company is working with local partners on efforts such as localized Security Operations Centers (SOCs), training programs in Bahasa Indonesia and Vietnamese, and community-based digital literacy centers. These efforts align with broader national goals, including Indonesia Golden 2045.

The digital economy boom: Opportunities in a thriving SEA market

Southeast Asia’s digital economy is growing at 17 percent annually and could reach $295 billion by 2025. According to Gorkovenko, this growth is reshaping customer expectations: “Businesses and consumers alike are now expecting seamless, omnichannel experiences… hyper-personalization, phygital engagement, and secure digital payments.”

With digital platforms like Grab, Shopee, and Gojek setting new standards, companies are seeking scalable, API-first infrastructure. Softline is responding with unified commerce solutions and AI-powered tools that connect physical and digital operations.

Still, infrastructure gaps in markets like Indonesia present challenges. “The pace of change is relentless… technology adoption is now a key driver of growth and competitiveness in the region,” Gorkovenko said.

Championing technological sovereignty through local innovation

Countries like Indonesia and Vietnam are increasingly focused on technological sovereignty. They are developing their own digital infrastructure and reducing dependence on foreign platforms. “It is about strategic autonomy,” said Hery, “the ability to control your own digital destiny.”

Softline supports this through compliance-first solutions, domestic infrastructure, and partnerships with agencies like Indonesia’s BSSN and Vietnam’s Authority of Information Security (AIS). “We apply global frameworks but adjust them to local encryption norms, compliance laws, and talent realities,” explained Hans Saiya, Cybersecurity Solution Sales Manager.

Softline is also investing in inclusive access through public-private partnerships, affordable tech programs, and national initiatives like Bangga Buatan Indonesia and Make in Vietnam.

Also read: Indonesia’s digital index rises again, regional gaps narrow

Cybersecurity first: Building stronger defenses through technology and training

For Softline, cybersecurity is a central pillar of its strategy. The company deploys real-time Security Operations Centers in collaboration with local Managed Security Services Providers (MSSPs). It also integrates its services with national cybersecurity guidelines.

But defense is not just about technology. “Even the best security technology can falter without proper awareness among staff,” Saiya said. Softline offers role-specific training programs that include simulations, phishing tests, and risk-based assessments. “Our training targets the exact threat landscapes that correspond to each role,” he added.

These efforts are designed to strengthen security cultures while supporting compliance with frameworks like ISO 27001, GDPR, and PCI-DSS.

Looking ahead: Softline’s vision for a smarter, more connected SEA

Softline’s goals over the next three years include raising brand visibility, expanding innovation clusters, and continuing to localize cutting-edge solutions. “We are already actively investing in regional marketing and participating in major trade shows,” said Gorkovenko.

By aligning its efforts with both government policy and business demand, Softline is aiming to become a long-term partner in shaping Southeast Asia’s digital future. In doing so, they are connecting global innovation with local transformation.

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The e27 team produced this article, sponsored by Softline

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Featured Image Credit: Softline

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