1. 1Contents Confidential & Proprietary to ObjectValue © 2002 bjecvalu OET Working with hardware and software partners in the professional handheld market for industry and enterprise Partnering for Profit Immo Hüneke, Technical Architect

2. Contents Confidential & Proprietary to ObjectValue Ltd. © 2002 bjecvalu OET 24 July 2002Partnering for Profit Why partner? No single organisation has all the market access, customers, skills, knowledge, IPR and resources needed to maximise success Much that we do is not core business activity Doug Engelbart distinguishes levels A-C Strategic IPR is only in level A activities Much of the rest can be outsourced or shared Cross-fertilisation of ideas / “Reality Check” Improved customer value Richer set of products and services Higher quality Market presence: “Together we’re stronger”

3. Contents Confidential & Proprietary to ObjectValue Ltd. © 2002 bjecvalu OET 34 July 2002Partnering for Profit Types of partnership Technology components Hardware Software Outsourced skills and services Research Industrial design Software development “Channel” partners Systems Integrators Value Added Resellers Original Equipment Manufacturers Marketing and PR Third-party (“after-market”) Application and utility software Upgrades, add-ons, accessories Maintenance, servicing, repair Input side Output side

4. Contents Confidential & Proprietary to ObjectValue Ltd. © 2002 bjecvalu OET 44 July 2002Partnering for Profit Selecting strategic partners Develop a partnering strategy Based on business goals and requirements Regularly reviewed and updated Grasp opportunities as they arise Use the strategy to guide research, but take advantage of serendipity Match capabilities offered to the requirements of the strategy using an objective method e.g. score-sheet Try to forecast costs and ROI for up to five years ahead Avoid conflicts of interest with own or existing partners’ interests: IPR, revenue streams, clients Look around for possible alternatives Pilot each partnership “Cohabitation” before “marriage”: trade shows can be a useful proving ground The relationship has to work at the code-face!

5. Contents Confidential & Proprietary to ObjectValue Ltd. © 2002 bjecvalu OET 54 July 2002Partnering for Profit Maximising value: “ win-win” Align goals and value systems Ensure partners are on the same wavelength, yet complementary Limit number of partners to what you can manage and fully exploit Build mutual trust Equitable contractual agreement that encourages openness Treat partners like customers: make an account manager responsible Ensure continuity – frequent changes of staff can alienate Continually sell the benefits of the partnership to your own staff and other partners

6. Contents Confidential & Proprietary to ObjectValue Ltd. © 2002 bjecvalu OET 64 July 2002Partnering for Profit Maintaining partnerships Internal Partnering infrastructure: processes, systems Partnership/Alliance Management training Incentives and rewards for successful partnering (“good citizenship”) External Pro-active relationship management (PRM ≈ CRM) Devote adequate resources: jointly plan/review ROI Briefings and workshops: keep partners involved Communication: newsletters, extranet, CD-ROMs… Visibly support each other: PR, trade shows, industry bodies, joint sponsorships…

7. Contents Confidential & Proprietary to ObjectValue Ltd. © 2002 bjecvalu OET 74 July 2002Partnering for Profit Disengaging appropriately Recognise the signs Either party more interested in new relationships than the existing partnership Either party failing to derive benefit People not showing up for scheduled meetings Minimise damage to both sides Agree the message to be communicated to the market Ensure that this message appears consistently in both internal and external written material

8. Contents Confidential & Proprietary to ObjectValue Ltd. © 2002 bjecvalu OET 84 July 2002Partnering for Profit Thank You! Questions? ObjectValue Ltd., 31 Guildford Way, Wallington, Surrey SM6 8NS, United Kingdom www.objectvalue.com Immo Hüneke BSc MBCS CEng, Director  +44 (0)20 8395 5835; +44 (0)7941 072 238  immo.huneke@objectvalue.com ObjectValue Ltd., 31 Guildford Way, Wallington, Surrey SM6 8NS, United Kingdom www.objectvalue.com Immo Hüneke BSc MBCS CEng, Director  +44 (0)20 8395 5835; +44 (0)7941 072 238  immo.huneke@objectvalue.com Software Systems consultancy & development ET bjecvalu O