Arsen Arustamyan: Participating in the creation of technologies is no longer an ambition but a market requirement

For technology companies, participation in the creation of new solutions and standards is no longer a matter of ambition or a desire to increase added value, but an objective market requirement. This was stated by Arsen Arustamyan, Director of the Yerevan branch of Emerson NI, during a panel discussion held as part of the first Armenian defense industry exhibition RISE-2026.

Through the Lens of the Market

According to Arustamyan, participation not only in the implementation but also in the creation of technologies must be viewed through the prism of market competition.

“Taking part not only in implementing but also in creating technologies is not simply an engineering ambition, nor merely an attempt to capture a larger share of added value. It is dictated by the market. In fact, it is not even a matter of choice. It is one of the essential components of remaining present in the market, if not the most important one,” he noted.

At the same time, Arustamyan emphasized that implementing existing solutions is highly valuable in itself.

“I want to stress that implementing technologies is no less important. If someone is capable of building an aircraft engine according to specified parameters, that is already a tremendous achievement. But then the question arises: why go further and understand what kind of engine should be built in the first place? This is where market logic comes into play. You need to understand what value will be in demand in the long term and what opportunities will emerge in the future. Without that, it is impossible to compete effectively,” Arustamyan explained.

AI Is Transforming the Global Market: Defense No Longer Drives Change

He continued by noting that the pace of change has increased significantly due to the influence of artificial intelligence.

Arustamyan recalled that in the past, key technologies were most often created within the defense industry and funded by governments. However, the situation has changed.

“Artificial intelligence is a technology that is transforming the world, yet it was created in the private sector. If you are not part of that private sector, if you do not understand what is happening there, then you are simply not competitive,” he stated.

According to Arustamyan, participating in the formation of new technological directions and in defining problems provides companies with what he called early access to information about the future development of the market.

“When you participate in creating technologies and even in defining the problem itself, you begin to understand before others where the market is heading. It does not guarantee success, but it gives you a chance to position yourself correctly for future opportunities,” he emphasized.

The Window of Opportunity for New Players Is Narrowing

Arustamyan believes that the so-called “window of opportunity” for new entrants is becoming smaller.

“When new industries and technologies emerge, new opportunities appear. We call this the opportunity window. But that window is shrinking. If you do not participate in shaping technologies, you simply do not have time to enter it. You can create very good products, but do so too late. You simply miss the moment,” he said.

As an example of this approach, Arustamyan pointed to the development of next-generation mobile communication networks. According to him, the transition from one generation of connectivity to another typically takes around ten years, while research on the next generation begins long before the technology reaches the market.

“We will probably start hearing actively about 6G in about six years. But research in the field of 6G is already underway today. Our group is participating in this work. We are building an Armenian team, and our engineers are involved in developing the future standard. This is a massive global effort, and we are contributing to it,” he said.

Conquering Markets as the Key Challenge

Speaking about Armenia’s prospects, Arustamyan stressed that the development of the technology sector requires more than quality education, a strong engineering school, and innovative products.

According to him, the key question should not simply be the creation of technologies but the ability to enter international markets and establish a presence there.

“One can talk about finding a niche and creating value, but practice shows that successful companies do not merely find their place — they conquer markets,” he noted.

Arustamyan emphasized that Armenia must learn to identify its “beachhead markets” — directions from which international expansion can begin. In his view, the ability to win and expand in global markets will become one of the key factors that enables Armenian technologies and products to grow into sustainable and scalable international businesses.