Really depends on your market and customers. Especially in the financial industry, local time zones (often of a given currency's central bank's main branch, a primary regulator etc.) are often very, very entrenched.
> Many people will accept UTC because it is the international standard.
I really wish that were true universally...
And I do think that UTC is actually somewhat Eurocentric! From personal experience, it's significantly easier to mentally add/subtract one or two hours (modulo 24) than 7 or more.
> Saying “I’m going to use a US timezone because that is easiest for our US customers” risks sending a message to your (now or future) global customers that you view them as second-class citizens.
Definitely, but on the other hand, I do think that picking your head office's time zone as the "canonical" one for resetting quotas etc. has some merit as well, if only because it makes the concepts of "today" and "tomorrow" work a bit better. (UTC midnight might be very unintuitive to both you and your customers.)
> Definitely, but on the other hand, I do think that picking your head office's time zone as the "canonical"
What happens when you move your head office to a different time zone? e.g. Oracle moved their HQ from California to Texas (and have announced a further move to Tennessee, although last I heard that still hasn’t happened)
What happens when an M&A happens and you are now part of a much larger enterprise with a different HQ timezone, and systems with wildly inconsistent configured timezones due to having acquired multiple companies which had HQs in different time zones and all of which configured everything to use their HQ time?
> UTC midnight might be very unintuitive to both you and your customers
I live in eastern Australia, UTC+11 at the moment (UTC+10 during Southern Hemisphere winter). Right now, resetting stuff at UTC midnight means at 11am my time, resetting stuff at US Eastern midnight means at 3pm my time - roughly equal in potential inconvenience, but I’ll be much more forgiving of the first than the second.
> And I do think that UTC is actually somewhat Eurocentric! From personal experience, it's significantly easier to mentally add/subtract one or two hours (modulo 24) than 7 or more.
For me, add/subtract 10 is pretty easy… and then just one more during DST. Does that make UTC “Australia-centric”? Or Guam-centric or Vladivostok-centric? (both of which are also UTC+10)