Argentina can now aim for a much larger universe of software and IT services companies to be internationally inserted in high value-added segments, boosting, in the medium term, talent-intensive exports.catalysing this potential of the local industry requires a new map of ideas for national and sub-national governments to work on. This requires studying the structure of the sector: how it contributes to the national economy (in sales, employment and exports) and how it has evolved in comparison to the global software market. To do this, it is necessary to understand the heterogeneous entrepreneurship of the sector: what kind of companies constitute it, what their strategies and potential are, and what they need to grow. The current promotion regime needs to be rethought, with a focus on reducing firms’ operating costs. And, just as important, a package of policies must be implemented to complement it and address aspects such as financing and the internationalisation of companies in the sector, particularly in a high-potential segment such as companies oriented towards developing products for dynamic export sectors. In short, it is a matter of changing the framework of ideas with which we interpret what is happening today with the software industry in Argentina and what are the possible futures that are opening up based on the capacities it already has.