May 17, 2006
How Can Small Developers Dance Nimbly With Big Platform Partners?
At Innovate!Europe 2006, Zaragoza, Spain, delegates learned how the little guys can dance with the elephants of technology.
In a panel Q&A, Chris Shipley, Executive Producer of Innovate!Europe, quizzed representatives from BT, Microsoft and Symbian responsible for making deals with small developers. The picture that emerged from all three companies was of buzzing dialogues taking place with both small innovators and VCs to find new partners. Once signed to the partner community, operational groups within each of the platform creators steer the development of the relationship.
Chris Shipley's most revealing question was what mistakes eager small fry make when pitching to the big beasts. If you're talking to Sherry Roberts, Head of Partner Development at Symbian, don't just brag about about your technology. You'll need a well thought through business proposition that shows understanding of both operator and consumer needs. She'll be checking that you're marketing savvy and aware of the revenue models involved.
Mike Carr, Director of Research and Venturing at BT, also advises innovators that it doesn't all hang on how wonderful their technology is. He says that people who get good partner deals from BT understand that they are contributing a piece of the jigsaw that has to fit well with other pieces. They also understand what else needs to happen to make the whole technology chain a commercial success.
Finally if you want to win a positive hearing from David Rowe at the Emerging Business Team, Microsoft EMEA, don't bang on about your love of Linux. Telling him that your technology is so hot Microsoft will soon be dying to acquire you is another no-no. And recognize that Microsoft, like your company, is most excited about its latest offerings. So if your claim to fame if deep knowledge of mature Microsoft products, you'll have trouble winning the coveted High Potential Partner status.
Posted by Philip Gallagher at May 17, 2006 08:30 PM
