Chargoon Adopts Human-Centered Business Model in Rebranding

Chargoon, a leading software company in Iran, has unveiled its new visual identity after two decades of providing enterprise software and office automation services. The rebranding reflects a fresh vision focused on the H2H (human-to-human) approach. Mani Ghasemi, founder of Digiato, interviewed Shahin Tabari, Chairman of the Board, and Farzad Rahmani, CEO of Chargoon, to discuss the motivations behind the transformation and the company’s new objectives.

Transitioning from B2B to H2H: A Focus on Humans

Shahin Tabari explained that Chargoon’s adoption of the H2H concept represents a shift in how relationships are defined in business environments. He noted that traditional enterprise software relied on the B2B model, prioritizing services for organizations rather than individuals.

However, cultural and digital changes have necessitated a new perspective. Chargoon’s updated identity emphasizes users’ human experiences and aims to enhance their professional lives. Tabari highlighted that even in formal settings, today’s users expect experiences akin to those offered by modern platforms like Digikala or Snapp.

Rebranding Challenges and Strategic Goals

Rebranding was a significant undertaking for Chargoon after more than 20 years of its previous visual identity. CEO Farzad Rahmani acknowledged the challenges, stating: "Our biggest fear was whether abandoning our established identity for a new one was the right decision. This change was both commercial and emotional."

Despite these concerns, Chargoon’s leaders believe the rebranding conveys their commitment to digital transformation and human-centered values. Tabari described the rebranding as a signal of maturity within the company and an indication to the market that Chargoon is ready to deliver new value.

Enhancing User Experience and Driving Digital Transformation

One of Chargoon’s primary goals is improving workplace experiences and empowering individuals. Tabari explained: "Our aim is to be the most impactful company in enhancing people’s professional lives. This mindset extends beyond our products and services to include daily interactions with customers, teams, and partners."

Chargoon seeks to transform enterprise software into a tool for digital innovation and improving professional quality of life.

Artificial Intelligence as a Strategic Priority

Artificial intelligence has become a cornerstone of Chargoon’s product development strategy. Rahmani revealed that the company is integrating AI features to perform advanced data analysis and assist users with decision-making processes.

Importantly, this AI technology operates locally within organizations, ensuring data security and addressing infrastructure limitations specific to Iran. However, Rahmani pointed out that hardware constraints, such as limited GPU availability in Iran, pose challenges for advancing AI-driven enterprise software.

Building Partnerships with Startups and Innovators

Chargoon also aims to foster collaboration with startups and innovative companies through a marketplace initiative. This platform would offer not only Chargoon’s software but also products and services from other businesses.

Company leaders envision this marketplace as an opportunity to generate value and expand the ecosystem for enterprise solutions in Iran.