Europe has a shitload of homegrown competitors. The problem is that users here in Europe either goes for a national service or for an US service. They don't look up what their EU neighbor has to offer. In fact, most don't bother translating their services to appeal to the entire EU market.
If you live in country X, you will only ever learn about services from country X or from the US. No one here knows what goes on in neighboring countries.
It's easy to think the EU is like the USA, but it's not, it is still separate sovereign countries with their own language and culture.
I think there's something like 24 national languages in the EU. I can hardly blame hetzner for not translating their services to say polish and think it's entirely the wrong approach anyway.
It's really true language is a big barrier but honestly the solution cannot be for every single company to offer services in 20 languages. It can't be. English must be adopted.
I cringe when I read this. Why not German? There are more native German speakers than any other language in the EU. Also, in the age of LLMs, translating (on a best effort basis) to (at least) 24 different languages is trivial.
Now it should be clear why one is better than the other. The shared language of most is English, so you have the least amount of "extra learning" required.
Also, the number for German is generous in that it includes people that speak wildly "incompatible" dialects and accents. While people in Bavaria technically speak "German" and having them talk to other people that speak "German" (with various dialects) is easier than asking either to speak English as their primary language, that doesn't really solve the problem of even intra-German language rivalry.
Of course one thing will unite Bavarian and Saxon and Swiss and Austrian German and other highly accented/dialectic German speakers: They'd rather speak "German" (and deal with weird pronunciation/words) than English as an official language ;)
Are there more distinct markets in the EU/EEC where adopting german would give you a quantifiable economic and/or competitive advantage over adopting english?
Why work work with native language rather than spoken? According to wikipedia less than 20% of the EU is a native German speaker while 47% speak English. When talking about technical people who may be looking into something like Hetzner it is probably higher than 47%.
I never really looked at it that way, but I think you're right.
Although, non-European-owned companies aren't necessarily incentivized to look towards European companies.
Looking towards your European neighbors mostly comes down to logistical situations. In those sectors, multilingual services are more common.
If you live in country X, you will only ever learn about services from country X or from the US. No one here knows what goes on in neighboring countries.
It's easy to think the EU is like the USA, but it's not, it is still separate sovereign countries with their own language and culture.