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Offshore Development Center: Top 13 Cities & Definition

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Offshore Development Center testimonial
  • The ODC model offers businesses a cost-effective solution for scaling tech teams, with industry giants like Samsung, Google, and Spotify benefiting from its flexibility.
  • Eastern Europe and Latin America emerge as top ODC destinations, providing companies with a skilled workforce and favorable business conditions.

An offshore development center (ODC) is a specialized, remote extension of a company’s in-house software development team, typically located in a different country. ODCs are increasingly popular as businesses seek cost-effective, scalable, and skilled resources to boost their technology capabilities. In this guide, we will explore the concept of ODCs, how they work, and the benefits, challenges, and steps involved in establishing one. We’ll also compare ODCs with traditional IT outsourcing and provide a list of top cities where you can successfully launch your ODC.

What is an offshore development center (ODC)?

An offshore development center (ODC) is a dedicated development office located in a different country and staffed with skilled software engineers. This strategic model enables companies to leverage a broader talent pool while benefiting from lower operational costs.

ODCs are an extension of a company’s operations, allowing for enhanced market presence and improved access to specialized IT talent. This approach is particularly advantageous for large enterprises and emerging startups, as it facilitates cost savings without compromising quality or expertise. Well-known organizations such as Samsung, Google, Zoom, TransferWise, etc, have effectively utilized the ODC model, establishing their development offices in Eastern Europe to capitalize on these strategic benefits.

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How an offshore development center works?

Establishing an ODC begins with a company setting up a dedicated software development center in a different country. The offshore development teams operate under the same brand as their parent company, adhering to common corporate policies and practices. This ensures that offshore IT specialists perform essential tasks and deliver value comparable to any in-house team.

Generally, an ODC team comprises a range of specialized roles, including software engineers, QA engineers, backend and frontend developers, web and UI/UX designers, technical writers, and team leads. The head office determines the structure and roles within the offshore team, allowing for tailored configurations that meet specific project requirements.

A significant advantage of ODCs is that they often eliminate the need for operational staff in the offshore location. You can outsource functions like accounting, HR payroll, legal support, and recruitment to a local service provider. This vendor handles administrative tasks, provides consultation on local business practices, and ensures compliance with legal regulations. This allows the company to focus on its core business activities while benefiting from the expertise and efficiencies offered by the offshore team.

Additionally, successful ODCs rely on robust communication and collaboration tools to bridge the geographical gap. Regular meetings, performance evaluations, and feedback loops help maintain alignment between the offshore team and the headquarters, ensuring that project goals are met effectively. This integrated approach enhances productivity and fosters a cohesive work environment, ultimately contributing to the business’s overall success.

Offshore Developer working testimonial

Types of ODCs

Offshore development centers can be categorized into different models, each tailored to meet the needs of various organizations. Here are two prominent types:

1. Contractor model

Aspect Details
Description An outsourced development center where the company does not fully employ offshore programmers. In-house product managers assign tasks to an offshore project manager who coordinates with the offshore team.
Best for Startups, SMBs, and some large corporations
Pros – Reduces overhead labor costs
– Allows for hiring or replacing specialists based on product development needs
– Enables the in-house team to concentrate on core functions
Cons – Additional oversight may lead to unclear communication
– Frequent changes in developers can reduce product familiarity

This offshore development center model is ideal for startups, small to medium-sized businesses (SMBs), and some large corporations. It functions more like an outsourced development center, where offshore programmers are not directly employed by the company but are engaged to handle specific aspects of product development. In this structure, in-house product managers assign tasks to an ODC project manager, who collaborates with the offshore team and reports to the main office.

2. Customer model

Aspect Details
Description An offshore development center that operates as a subsidiary, with all team members employed full-time. Senior management is onsite to oversee operations, while the offshore team provides development services.
Best for Large corporations
Pros – Managed by senior staff, ensuring the offshore team is deeply integrated
– Proven approach with sustained benefits among leading tech firms
Cons – Costs can fluctuate based on location and provider, requiring significant investment

This ODC model is particularly suited for large corporations and involves establishing a subsidiary in another location. In this case, all offshore team members are employed full-time by the company. While operations occur overseas, senior management figures are present to oversee decision-making and management. The offshore team conducts all development-related services. This model has gained popularity among major tech firms, with companies like Microsoft, Apple, and Google successfully launching dedicated development centers.

Benefits of opening an offshore development center

Establishing an ODC presents a unique opportunity for companies looking to enhance their operational efficiency and drive innovation. In this section, we will review some of the key benefits of establishing an ODC. Let’s get started.

Brand ownership

For technology companies, entering a new market under their brand is essential. This approach allows for hiring IT specialists who adhere to your corporate policies. Software companies that emphasize their employer brand can attract talent more effectively and efficiently. As a result, your offshore development team operates directly under your management, eliminating the need for intermediaries.

Protection of intellectual property (IP) rights

The offshore development center model provides significant autonomy. You maintain complete control over the team and the engineering processes by operating under your brand. No third parties have access to your product development, which reduces the risks associated with intellectual property rights through controlled access, data protection, and secure network systems. Additionally, as an offshore extension of your company, an ODC does not necessitate extra security or compliance monitoring.

Dedicated engineers

Managing the team directly enhances engagement and commitment. By supporting your offshore development team, you foster a level of dedication comparable to that of your in-house staff. With an entrepreneurial mindset, software engineers, particularly in Ukraine, demonstrate a keen interest in contributing to business development and becoming integral members of your company.

Access to global talent

An ODC provides access to a diverse talent pool from around the world. This enhances your team’s skills and expertise and introduces fresh perspectives and innovative ideas that can drive your product development forward.

Scalability

Establishing an ODC allows companies to scale their teams quickly based on project demands. This flexibility is advantageous for businesses with fluctuating workloads, enabling them to adapt and respond to market changes efficiently.

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It’s time to establish an offshore development center

Having discussed the benefits of establishing an ODC, let’s take a closer look at some signs that adopting this strategy could be a smart move for your business growth. These indicators will demonstrate how an ODC can make a difference in boosting your operations and helping you achieve your goals.

Protection of intellectual property (IP) rights

The offshore development center model provides significant autonomy. You maintain complete control over the team and the engineering processes by operating under your brand. No third parties have access to your product development, which reduces the risks associated with intellectual property rights through controlled access, data protection, and secure network systems. Additionally, as an offshore extension of your company, an ODC does not necessitate extra security or compliance monitoring.

You need to scale your team

For established tech companies looking to expand, a dedicated offshore development center offers an excellent solution. When resources are limited in one location, scaling operations and tapping into new markets can be challenging. One example is Spotify, which has strategically leveraged ODCs to support its rapid growth and innovation. By establishing development teams in various locations, Spotify can tap into diverse talent pools and respond quickly to changing market demands. This flexibility has been crucial in maintaining its competitive edge in the music streaming industry, allowing the company to roll out new features and improvements at an impressive pace.

You require specialists with specific expertise

Startups developing innovative products often need engineers with specialized skills. When finding top talent locally is challenging, seeking dedicated offshore software developers can be a more effective strategy. This grants companies access to a global talent pool and enables them to find the best experts. Notable startups like Grammarly and Dotmatics have turned to countries like Poland, Ukraine, and Romania to source offshore talent when they couldn’t find the right skills domestically. Another example is TransferWise (now known as Wise), which sought specialized talent to enhance its financial technology platform. By establishing development teams in Eastern Europe, Wise was able to tap into a wealth of experience in fintech and improve its product offerings, ultimately leading to a better user experience and increased customer satisfaction.

You need to reduce operational costs

Software developers rank among the highest-paid professionals globally, especially in Western countries. Hiring local engineers can be prohibitively expensive. Fortunately, the offshore development services sector is known for cost-effectiveness, allowing companies to hire skilled talent at lower rates. Moreover, companies can significantly cut operational costs related to technical equipment, office space, and maintenance, as these expenses are generally lower in offshore locations. This cost reduction provides opportunities to reinvest the savings into current business priorities.

You want to focus on your core product

One of the primary advantages of offshore software development is the ability to concentrate on core business functions. This model helps alleviate everyday stresses and boosts overall productivity. Imagine being able to delegate routine tasks like recruitment, payroll, and accounting to a professional service provider overseas. Meanwhile, you can focus on growing your company while managing your offshore development team effectively.

Office webpage testimonial

Characteristics of a dedicated ODC

Now, if you decide to set up a dedicated software development center, you’ll find that it embodies several defining characteristics that can significantly enhance your business operations. Let’s take a look at some of them:

  • It is technologically reliable, providing a committed team of software engineers focused on your product development, ensuring a consistent emphasis on project goals.
  • The center is flexible, allowing you to adjust the offshore team based on evolving product requirements to ensure that the right expertise is always available.
  • It is customized, enabling the implementation of best practices and selecting specific experts, which facilitates a tailored recruitment and onboarding process aligned with your company’s needs.
  • Additionally, it offers robust security, protecting your IP rights through non-disclosure agreements (NDAs) and ensuring that sensitive company data remains inaccessible to non-employees.
  • Lastly, establishing a dedicated offshore center facilitates company expansion by helping build a brand presence in a new market and supporting business growth and outreach.

While offshoring provides access to a vast global talent pool, it also presents distinct challenges and risks. These hidden pitfalls may be difficult to anticipate but can be easily mitigated with the right approach. Let’s explore them in detail and discuss insights on how to navigate them successfully.

Challenges when establishing a dedicated offshore development center

Quality of hiring

While offshoring opens doors to a global talent pool, it also brings unique challenges in implementing effective hiring strategies. Navigating the labor market in a foreign country can be complex, as regulations and hiring practices vary widely. Thus, partnering with an experienced recruitment provider is essential.

Attracting new talent

It’s important to recognize that job offers are a two-way street. Factors that may seem minor, such as an inadequate social package or unclear vacation and sick leave policies, can deter offshore developers from joining your team. However, offering a competitive salary can significantly enhance your appeal. Conduct research on the average salaries within the local IT industry and ensure your salary ranges are attractive for each role.

Employee retention

After successfully attracting top talent in your offshoring location, the next challenge is to keep them engaged and motivated. Managing a remote software development team can be difficult, making it essential to have a local team leader in place. This individual can oversee daily operations while also prioritizing team building and the personal development of your software developers, both of which are crucial for retention.

Legal considerations

IT companies inherently possess sensitive information about their products, and sharing this data with overseas colleagues necessitates stringent safeguards against data breaches. Implementing NDAs, secure communication channels, and expert legal counsel can help mitigate risks. Additionally, we recommend that tech companies hire developers directly and establish a series of NDAs to protect intellectual property and ensure compliance and security.

Risks of managing an offshore development center

Fragmented services

Many service providers may be unable to offer complete solutions for setting up offshore development centers. This could force you to seek advice from multiple law firms, accounting experts, and financial consultants, which may lead to conflicting recommendations. To prevent the confusion, it’s best to partner with a provider with strong operational management expertise. This way, you’ll have access to a range of specialists who can provide a unified, one-stop solution tailored to your specific business needs.

Lengthy recruitment processes

Country managers at offshore development centers often struggle to hire qualified IT specialists quickly. This can happen due to a lack of knowledge about the local job market or insufficient recruitment services from your vendor. To reduce these challenges and speed up the hiring process, working with a reliable recruitment agency with clear performance indicators, commitments, and guarantees is helpful.

Ambiguous pricing structures

To ensure your offshore development remains cost-effective, it’s essential to implement a flexible pricing model. This model should allow you to select specific services and pay only for what you use. If your invoices lack detailed cost breakdowns, it may be time to reevaluate your offshore IT services provider.

Legal Considerations

IT companies inherently possess sensitive information about their products, and sharing this data with overseas colleagues necessitates stringent safeguards against data breaches. Implementing NDAs, secure communication channels, and expert legal counsel can help mitigate risks. Additionally, we recommend that tech companies hire developers directly and establish a series of NDAs to protect intellectual property and ensure compliance and security.

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ODC vs. IT outsourcing

When tech companies consider moving their operations offshore, they typically weigh the options between ODCs and IT outsourcing. Each model has distinct advantages and challenges that can significantly impact a company’s growth and operational efficiency. The following table highlights the key differences between ODCs and IT Outsourcing to help you decide which approach best suits your business needs.

Aspect ODCs IT outsourcing
Mindset Engineers become integral product team members, fostering commitment and a product-focused approach. Engineers often work on multiple projects, which may reduce their engagement and focus.
Costs Requires a small initial investment with the potential for high long-term ROI and pricing transparency. Cost-effective for smaller projects but may lack transparency in pricing.
Team management Complete control over the team as you are the sole employer. Project managers from the service provider supervise teams, limiting direct influence.
Talent acquisition Attracts skilled professionals looking for career growth and a single product focus. Due to project dispersion, developers may not see the same level of career prospects.

Ideal locations for your offshore development center

Globe testimonial

When considering where to establish your ODC, Eastern Europe stands out as a promising region. With a burgeoning tech talent pool of over 5 million software developers and IT specialists, countries like Poland, Romania, Bulgaria, Ukraine, the Czech Republic, Hungary, and Slovakia are becoming increasingly attractive to foreign investors. Latin America has also emerged as a vital region for IT talent. Approximately 75% of US companies are considering hiring from LatAm, which boasts over 1 million skilled professionals.

In this section, we will discuss the top 13 cities for establishing offshore development centers and explore what makes them the preferred choice for tech companies establishing operations abroad, from access to skilled professionals to cost-effectiveness and favorable business environments.

1. Bangalore, India

Bangalore is recognized as the “Silicon Valley of India,” serving as a premier offshore development hub due to its expansive IT talent pool, robust infrastructure, and competitive pricing. With over 1.5 million IT professionals, Bangalore offers a rich resource for companies seeking skilled developers. The cost advantage is substantial, with salaries for developers typically 30-50% lower than those in Western countries. Major global firms such as Microsoft, IBM, and Amazon have established development centers there, reinforcing the city’s importance in the global IT landscape.

2. Kyiv, Ukraine

Ukraine has a reputation as a prominent offshore development destination in Eastern Europe. Kyiv, the capital, boasts a thriving tech scene with over 200000 IT professionals nationwide. The country ranks among the top in Europe for the number of skilled developers, specializing in software development, data analysis, and cybersecurity. With competitive pricing, which is typically 40-60% lower than Western Europe, and a high level of English proficiency, Kyiv attracts global companies like Grammarly and Depositphotos.

3. Krakow, Poland

Krakow is a leading choice for nearshoring in Europe. It is known for its highly skilled workforce, particularly in software development and cybersecurity. The city boasts a pool of over 60000 IT specialists, with Poland ranking 3rd globally for developer skills. Salaries in Krakow are up to 60% lower than in Western Europe, making it an attractive option for companies looking to reduce costs while ensuring high-quality work. Notable companies like Motorola and Google have operations in Krakow, emphasizing its growing significance in the tech ecosystem.

4. Bucharest, Romania

Bucharest has carved out a significant position in Europe’s offshore development market. The city is renowned for its well-trained software engineers and competitive pricing, with around 142000 IT professionals contributing to its status as one of the leading tech hubs in Eastern Europe. Its cost-effective services and expertise in various technology domains have attracted major companies, further enhancing its reputation as a viable offshore development destination.

5. Lisbon, Portugal

Lisbon is a rising star in Europe’s offshore development scene, combining affordability with access to qualified professionals. Portugal is known for its strong emphasis on STEM education, with renowned institutions like the University of Lisbon and the Lisbon Institute of Technology contributing to the city’s growing tech talent pool. Lisbon’s tech community is further supported by government incentives and international collaboration. Major firms, including Google and Siemens, have established operations in the city, drawn by the favorable business environment and proximity to Western Europe.

6. Ho Chi Minh City, Vietnam

Ho Chi Minh City is becoming a popular choice for offshore development due to its low costs and competent personnel. Vietnam has a growing pool of tech talent, with an estimated 530000 IT professionals, and the country is placing increasing emphasis on improving English proficiency. The average salary for software developers is significantly lower than in many Western countries, making it an appealing option for companies looking to maximize their budgets.

7. Sofia, Bulgaria

Sofia has emerged as a promising tech hub in Eastern Europe, offering a well-educated workforce and government support for the IT sector. Overall, Bulgaria produces over 60000 IT graduates annually, and the country boasts a tech talent pool of over 100000 professionals. An increasing number of international companies are setting up operations there, drawn by the cost-effectiveness and access to skilled labor. The city’s strong emphasis on technology education has led to a growing pool of IT professionals, contributing to its reputation as a viable offshore development destination.

8. Manila, Philippines

Manila stands out as a strong contender, particularly for companies needing customer support and IT services. In general, the Philippines has over 1.2 million professionals working in the IT-BPO (business process outsourcing) sector. Thus, the IT industry in the Philippines is expanding, with many firms reporting that development costs can be 50-70% lower than in the US.

9. Guadalajara, Mexico

Guadalajara is strategically positioned for nearshoring due to its proximity to the US and cultural similarities. The city has a tech workforce of around 115000 professionals and is experiencing rapid growth in its tech sector. With lower operational costs compared to US cities, Guadalajara is becoming an attractive destination for American companies looking to outsource development work while maintaining close ties with their teams.

10. Buenos Aires, Argentina

Thanks to its strong cultural affinity, bilingual workforce, and convenient time zone, Buenos Aires is quickly gaining traction as a prime offshore destination for North American companies. According to Statista, Argentina is home to over 115000 IT specialists, and Argentina ranks 1st in Latin America for English proficiency. The combination of competitive operational costs and a highly skilled labor pool, particularly in software development and IT services, continues to draw attention from international firms seeking offshore solutions.

11. Medellín, Colombia

Medellín has rapidly transformed into a thriving tech hub, often referred to as the “Silicon Valley of Colombia.” With a young and tech-savvy population, Medellín offers a rich talent pool supported by local universities. The city’s competitive costs, improved infrastructure, and government initiatives to promote technology make it an attractive destination for companies seeking offshore development centers.

12. Santiago, Chile

Santiago is the capital and largest city of Chile, known for its robust economy and advanced infrastructure. The city has a well-developed tech ecosystem, hosting numerous startups and established companies focused on software development. Santiago boasts a highly educated workforce, strong internet connectivity, and supportive government policies that foster innovation, making it a prime location for establishing offshore development centers.

13. Cape Town, South Africa

As a burgeoning tech hub in Africa, Cape Town is rapidly establishing itself as a key destination for offshore development. The city benefits from a vibrant tech ecosystem, supported by specialized talent and strong government initiatives fostering innovation. With competitive salaries and a high level of expertise in areas such as software development and cybersecurity, Cape Town offers companies an appealing solution for cost-effective outsourcing. Additionally, its favorable time zone, aligning with both European and American working hours, makes it an excellent choice for businesses looking to maximize efficiency.

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Key things to know before setting up an ODC

1. Choose your offshoring destination wisely

While lower operational and labor costs are appealing, consider the technical skills and cultural nuances of potential countries. Misaligned values between your team and the offshore workforce can lead to misunderstandings and conflicts.

2. Consider the geographic location

The distance of your chosen location can hinder frequent face-to-face meetings. Time zone differences may also complicate daily communication and project oversight and be challenging to sync up with your team.

3. Investigate the local IT market

Research the offshore IT landscape to uncover relevant conferences, events, and companies already operating in that market. Look into whether the government offers support or incentives for IT businesses.

4. Select the right offshore partner

Thoroughly evaluate potential partners by examining their location, industry ratings, relevant experience, and pricing structures. Resources like Clutch can provide valuable insights through reviews and case studies.

5. Assess recruitment speed and expertise

Inquire about the recruitment team’s guarantees and commitments. Ask for references and detailed timelines for filling vacancies. Understanding the hiring process is crucial before establishing a strategic partnership.

6. Clarify your cooperation model

To prevent misunderstandings later, ensure you clearly understand your involvement in recruitment, team management, and salary negotiations. Defining these roles upfront can streamline the partnership.

Office testimonial

Bonus: Mistakes to avoid when establishing a dedicated ODC

Establishing your offshore development center requires careful consideration of various factors. To ensure a smoother process, avoid these critical mistakes when launching your software development center overseas:

1. Engaging multiple recruitment agencies

Many tech companies simultaneously hire several recruitment agencies to accelerate talent acquisition. However, this strategy often backfires, as candidates may receive multiple interview invitations for the same position, leading to frustration and a negative perception of your company as an employer.

2. Neglecting employer branding

Some business leaders overlook the importance of promoting their company when entering new job markets, which can result in candidates rejecting job offers. Initiate an employer branding campaign to prevent this issue and enhance recruitment efforts. You can attract more qualified talent by marketing your company as an attractive workplace. Tailoring these branding initiatives to resonate with the specific IT community you’re targeting is crucial.

3. Overlooking office location details

While a spacious office with a stunning view may be appealing, critical factors that impact day-to-day operations must not be overlooked. Key considerations include soundproofing, natural light, air conditioning, and 24/7 access. Collaborate closely with a real estate manager to evaluate all important aspects thoroughly before finalizing the deal.

4. Inflexible company policies

Corporate HR policies designed for in-house teams may not translate effectively to dedicated offshore developers, who are subject to different national holidays and labor laws. Be flexible and engage in discussions about vacation and time-off policies with your offshore team to create a harmonious working relationship.

5. Omitting IP rights agreements

Even when hiring a reputable team of developers, relying solely on a standard non-disclosure agreement is insufficient. Companies that create intellectual property must proactively safeguard their legal rights from the outset. Consult IT lawyers to draft a comprehensive agreement protecting your confidential information from potential breaches.

6. Direct income issues

The nature of the employment contract can significantly impact various legal procedures, including visa applications. Suppose a developer is a contractor from another country receiving income directly from your headquarters. In that case, they may face challenges obtaining a business or travel visa to the United States due to strict regulations imposed by the US embassy.

By recognizing these potential pitfalls and implementing proactive strategies, you can create a more efficient and successful setup for your offshore product development unit. It’s crucial to have the right partner by your side during this journey. Consider collaborating with DevsData LLC, a reliable partner committed to guiding you through the complexities of establishing an ODC while helping you avoid common mistakes.

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Set up ODC with DevsData LLC

Establishing an ODC is a powerful strategy for businesses seeking to scale operations, access specialized talent, and reduce costs in the fast-paced global market. With extensive experience in IT recruitment and software development, DevsData LLC stands out as an ideal partner for creating and managing ODCs. The company sets itself apart with its flexible and client-centered approach. They customize their services to guarantee that every project receives the focused attention it requires, leading to the best possible results. Here are some key benefits of working with DevsData LLC:

  • Over 8 years of experience in the market.
  • A dedicated team of experts based in the US and Europe, complemented by a network of senior contractors.
  • A team of Google-level engineers delivering top-tier solutions with expertise comparable to the best in the industry.
  • Over 100 completed projects for more than 80 clients.
  • A 5/5 rating on Clutch and GoodFirms, backed by positive client testimonials.
  • An agile structure that minimizes overhead costs and offers competitive pricing without compromising service quality or standards.

DevsData LLC is also a leading IT recruitment agency with a team of 40 skilled technical recruiters. Their recruitment process includes multiple stages, such as a 90-minute technical interview and technical assessment led by seasoned professionals, ensuring only the most qualified candidates are selected. DevsData LLC’s impressive track record includes collaborations with prominent corporations and fast-growing startups from the United States and Israel, including notable clients such as Cubus, Skycatch, Varner, and Novartis.

Schedule a consultation with DevsData LLC today to explore how they can help you establish a successful ODC and recruit top-tier talent.

Conclusion

In conclusion, establishing an offshore development center (ODC) is a powerful strategy for businesses aiming to scale operations, reduce costs, and access specialized global talent. An ODC allows companies to control their development processes while benefiting from diverse expertise and competitive pricing. However, the key to a successful ODC lies in partnering with the right firm to handle the complexities of recruitment, compliance, and operations. DevsData LLC is an ideal partner in this endeavor, offering tailored IT recruitment and software development services designed to meet each client’s unique needs.

With 8 years of experience in the market, DevsData LLC has built a reputation for delivering top-quality talent and innovative solutions. They have a deep understanding of the offshore development model, helping companies set up and manage ODCs in various global locations. Their expertise allows businesses to expand their technical capabilities effectively while maintaining full control over operations.

Moreover, DevsData LLC provides comprehensive support, including employer of record (EoR) services and BPO solutions, ensuring smooth management of legal and HR aspects as companies expand globally. By handling the complexities of offshore operations, DevsData LLC allows businesses to focus on core growth while minimizing risks and maximizing efficiency.

Ready to take the next step in establishing your offshore development center? Contact DevsData LLC at general@devsdata.com or visit www.devsdata.com to learn how their customized solutions can help you achieve your business goals.

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Ani Gasparyan Senior copywriter and marketer

Ani is a marketing enthusiast and content writer. With 5+ years of expertise in marketing, she succeeded in developing engaging marketing collaterals, including blog articles, social media content, and other promotional materials. With a keen eye for detail and a knack for storytelling, she thrives in crafting compelling content that resonates with the target audience.


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