Here we go with the latest version of Killer Strategic Partnership Examples. Check out the deck below, and download it for free right from SlideShare. A few quick insights and questions that popped up while I was researching these deals:
- Obviously I’m partial to entertainment/digital media news – specifically music – and this deck includes Pandora, Landr, Spotify, and SoundCloud twice. Almost all of these examples result in these streaming sites establishing partnerships to extend distribution beyond their platforms. That’s going to be a major focus for differentiation in the music app wars, following the trend of Facebook, Google, and even Snapchat.
- Two of these nine examples involve actual investments: Adblock Plus invested in Flattr and Twitter took a stake in SoundCloud. What’s better than money? An investor who can directly impact growth with access to its user base and product, that’s what.
- The SoundCloud and Landr deal seems to be an example of a partnership trap that I’ve found myself caught in several times. On the surface it seems great; SoundCloud gets to offer a free, valuable service to its users and Landr gets access to a whole bunch of indie/DIY musicians, its target market. But, unless I’m misunderstanding the deal parameters, the onus falls on SoundCloud to promote the offer properly and consistently for Landr to derive value from the partnership. From what I can tell, the product integration is solely on Landr’s end, which means SoundCloud’s audience will only know about the offer if SoundCloud promotes it enough and in the right places. That’s a lot to expect from a partner who has many other priorities.