Sembassy - Your European Sales Embassy

Sembassy is a sales embassy created to empower, assist entry into European markets, offer local market intelligence, and provide temporary sales outsourcing for US-based software companies.

The Need for Sembassy: Some companies struggle when going to market in Europe

In recent years, many US-based companies have been trying to establish their European subsidiaries in Germany. All of the companies have experienced the challenges that come with the territory when entering a foreign market, which has its own market dynamic, culture and customer expectations.

Why many US-based companies struggle in Europe

  • Their expectations are based on home market experience
  • They suffer from time wasted on non-sales related activities
  • The experience complex employment / social costs or liabilities

How Sembassy can help US-based companies in Europe

  • We offer marketing/sales templates and best practices
  • We offer dedicated realtime audits: online, social and point of sale
  • We offer dedicated realtime audits, online, social and point of sale
  • We offer virtual office infrastructure and sales outsourcing

Sembassy Client Benefits / ROI

  • With Sembassy, you go-to-market with local market intelligence
  • With Sembassy, your own virtual subsidiary is instantly open for business
  • With Sembassy, your market-entry is supported through friendly sales channels

Our clients sell faster, because

  • their European go-to-market is powered by local insights
  • they don´t waste time due to non-sales related tasks

Our clients save money, because

  • they minimize financial & legal exposure
  • they avoid employment liabilities, e.g. statutory reporting requirements.

Sales Outsourcing

How Sembassy´s marketing & sales outsourcing can help international businesses start their European  business with ease. Here´s a simple blueprint for discussion purposes.

Use Cases

Sales outsourcing could make sense for you

  • If you are an investor who wants to fund a new concept, Sembassy will validate your local business opportunity in Europe.
  • If you are spinning out a technology from a company, Sembassy will acquire local bridgehead customers in Europe
  • If you are looking for strategic partnerships to accelerate growth, Sembassy will acquire and manage local partners

Clients & Industry Focus

We have been digital since 1994 and mobile since 1999 and working with targeting specialists since 2002. As co-founder of the MobileMonday network, we are connected to mobility enthusiasts in 70 countries.


100+ endorsements and recommendations from industry leaders on LinkedIn. Among them are top executives from Google, Microsoft, and Blackberry as well as entrepreneurs across the globe.

Rainer M. Giersch, Director Business Development Europe Rainer M. Giersch, Director Business Development Europe, Government of British Columbia

Axel has an amazing ability to link Mobile Innovation, Social Network Dynamics and their impact on international trade and investment. He is able to connect with and energize an audience, no matter how varied the group may be. At a recent conference that I organized he captured a crowd of media, tech, and online professionals with a presentation on Mobile Monday and its importance on driving innovation and cooperation between mobile developers, international technology companies and other relevant stakeholders. Great to see someone actually living the idea of Global Mobile Business Development

October 15, 2012

Rob Friedman, Founder and EVP Rob Friedman, Founder and EVP, Digital Element at Digital Envoy

Axel's company, Sembassy, has worked with Digital Envoy for several years. Axel is very hard working and results driven, and is always focused on providing top notch service to Sembassy's customers. He has proven to be a valuable resource for our company.

July 31, 2006

Harald Neidhardt, Founder & Curator at MLOVE – Mentor & Advisor, Serial Entrepreneur Harald Neidhardt, Founder & Curator at MLOVE – Mentor & Advisor, Serial Entrepreneur, MLOVE

Axel is one of those few folks who understands both what the business needs and how the technology needs to support the business. His command of the digital media space, from both technical and business dimensions is truly impressive. And, he's a great human being and a pleasure to work with!

October 9, 2012

Nils Winkler, CEO and Chairman of the Board Nils Winkler, CEO and Chairman of the Board, Yapital, part of OTTO Group

I know Axel for many years. Axel has both incredible industry vision and the ability to execute on this vision. He also poses the ability to open doors and quickly make key connections. – I highly recommend him for his professional and personal skills. Further, he is a very pleasant and reliable person to work with - I appreciate him on both levels.

January 12, 2015

Thomas Gronbach, Director Marketing EMEA Thomas Gronbach, Director Marketing EMEA, Keynote Systems

"Enterprise Goes Mobile" is an event series reflecting mobile as a resilient, unbreakable component in enterprise business process. It needed a keynote-speaker for its stop in #munichmt. @axelhoehnke combined all requirements for this engagement: mobile leadership, educating decision makers and addressing the mobile developer community. As the event revealed, Axel's keynote-speech was overwhelmingly positive received and trusted among the Central European enterprise mobile community. His long standing experience propels the mobile message to enterprises who then understand that the future of their business cannot circumvent the mobile paradigm. It needed the participation of a thought leader like Axel to make this event successful. I hope my recommendation is as thorough and diligent as Axel's preparation and guidance before the event and his presence at the event.

May 25, 2013

Andreas Cohen, Chairman, I-COM Global Andreas Cohen, Chairman, I-COM Global, I-COM Global

Axel is an expert in the German retail business with profound insight and excellent contacts. We appreciated his professionalism and go-getter spirit.

July 26, 2007

Marcus S Tan, Managing Director - APAC Marcus S Tan, Managing Director - APAC, Smaato Inc

As VP Strategy and Business Development at Smaato, Axel was a tireless advocate for new approaches to both mobile business and branding. A compelling combination of energy and ideas, his work used psychology to understand organizational behavior and creativity to change it. I’m happy to recommend Axel; he’s an exciting person to be around. Axel presented to the key participants at some Online & Mobile Conferences in Singapore and obtained good reviews for his expertise in mobile advertising, his level of energy and how he challenged the participants in a positive, thought provoking and innovative manner. The title of the presentation was, "Mobile Innovation is changing Media and Offline Industries"

October 15, 2012

Markus Zuern, SVP Markus Zuern, SVP, e-device

Axel has a very thorough knowledge of the German market. I was very impressed by his lucid and straight forward thinking business approach. great fun to work with !

August 8, 2006

Axel Hoehnke

Axel is founder of Sembassy and co-founder of MobileMonday. He propels leaders to stay ahead of what will transform their business through hosting innovation events, speaking live at conferences, and facilitating senior executive brainstorms

20+ years of international Sales and Marketing Management.  12+ years with mobile technology leaders like Atlas, MicrosoftElisa GroupSmaatoRadioOpt, and 8 years in traditional industries with global leaders like Mars, Premiere/SkyTV and Thomson Multimedia.

2015/6 - RadioOpt, CSO,  QoS & QoE Measurements in Wireless Networks in 200+ countries

2006-15 - MobileMonday Germany - Co-Founder & Board Member (=> closed in 2015)

2012-15 - XING - Industry Ambassador - Mobile / Telecommunications (=> closed in 2015)

2014 - Yapital - Interim CPO -  8 Product Owners, 4 Business Analysts, Patent Advisor, Test Teams, Consumer & Business Support Teams in Hamburg, Kiev and Luxemburg (=> sold)

2011-13 - Smaato - Ad Technology - VP Strategy & New Business - Publisher strategy definition and implementation in APAC, Americas, and EMEA

2010/11 - Hiogi, Service Community - Interim CEO, Repositioning, Company Sale. (=> sold)

2009/10 - Improve/Pubmatic - Programmatic, AdTechnology, Go-to-market implementation Germany. (=> sold)

2008/9 - Microsoft, Atlas Publisher Solutions - Ad Technology e.g. Rapt (Yield Management), Screen Tonic (Mobile Advertising) Vibe (Behavioral Targeting) and Massive (In-Game Advertising) technology.

2007/8 - Spin3 - Mobile Gaming / Gambling, Go-to-market strategy, Germany (=> sold)

2002-07 - DigitalEnvoy, Ad Tech, IP Intelligence, Go-to-market strategy and execution German speaking countries.

1992-02 - International Senior Management positions with MarsPremiere / SkyTVThomson Multimedia and Elisa Group.

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100+ endorsements and recommendations from industry leaders on LinkedIn. Among them top executives from Google, Microsoft, Blackberry as well as entrepreneurs across the globe