One of the concepts that has been discussed for many years in the technology sector, yet has not been fully realized in practice, is “productization.” Türkiye is home to numerous technology companies with strong engineering capabilities and creative ideas. However, a significant portion of this potential is still structured around project-based business models. While this approach generates value in the short term, it creates limitations in terms of scalability and global competitiveness over the long term.
Productization is the key approach that breaks this cycle. The standardization of a technological solution allows it to be replicated across multiple markets and to continuously deliver value through ongoing development. However, this process requires not only technical expertise but also strategic commitment. Building a sustainable product is extremely difficult without the right pricing, clear positioning, a strong product vision, and cross-functional collaboration.
I believe that vision is the most critical factor here. Unlike project-based work that generates quick revenue, productization requires patience and long-term investment. I observe that many companies in Türkiye struggle at this stage. However, achieving lasting success on a global scale depends not on producing repeatable solutions, but on developing products that can generate recurring value. Equally important is to ensure that this vision, once embraced by leadership, is systematically communicated across all departments, enabling employees to align their perspectives and reflect this mindset in their work. Engineers, product managers, sales and marketing teams, and business development professionals must all work toward a shared goal. The cross-functional culture we have embraced at Hitit for years has been one of the key drivers behind the global recognition of our technologies.
Based on our experience, adopting a product approach designed for global markets from the outset has been a defining factor. Over time, the ability of our solutions to gain traction across different regions has clearly demonstrated that productization is not merely a technical choice, but also a strategic growth model. The ability of some technology companies emerging from Türkiye to compete globally today is a tangible reflection of this approach.
Another key aspect of productization is the culture of partnership. We prefer to use the term “partner” rather than “customer,” as the resulting products are not the outcome of a one-sided development process, but rather the result of learning and creating together. This approach enables products to adapt more quickly to real needs, while also addressing the broader ecosystem rather than serving the needs of a single company, thereby paving the way for collective progress and sustainable growth.
Looking ahead, artificial intelligence and data-driven technologies are expected to further transform productization processes. It is no longer sufficient to simply develop a product; it must evolve into a system that continuously learns and improves. Hitit’s global standing is a strong indicator of Türkiye’s potential in this field. With the right strategy, patience, and a holistic approach, I believe Türkiye will produce many more globally competitive technology products.