Partnering for profitability: How partnerships bring business in from the margins

Cat Mules

Cat Mules

A hyperconnected world calls for rethinking the marketplace.

There’s no doubt about it, we are becoming more reliant on online searches. The world’s primary search engine, Google, processes over 3.5 billion searches per day – that’s 40,000 search queries every second on average.

As our reliance on search engines soars ever higher, organisations looking to be seen, heard or otherwise experienced, must figure out new ways to be worthy of attention on search engines.

Network effects

Globally, more than 30% of economic activity – that’s some $60 trillion – is expected to be mediated by digital platforms within six years, McKinsey research indicates, and yet experts find only 3% of established companies have an effective platform strategy in place.

With the rise of high-speed internet, organisations of all varieties are being compelled to understand platforms and figure out their place in the global cloud infrastructure, as well as how partnering will help them build up their value in a more platform-centric future.

Without platform capabilities, millions of companies would go obsolete instantly, while others would see billions of dollars worth of investment disappear.

Today, platform capabilities must also be proactive and intuitive in their partnerships. For example, on its global scale, ride-sharing app, Uber has implemented numerous partnerships that entice both first-time and loyal customers to catch a ride.

They’ve teamed up with car manufacturers Volvo and BMW,  to foster premium riding experiences, and Spotify, enabling users to make a playlist for their account. They’re also responding to environmental causes – Uber‘s partnering with the Citizens of the Great Barrier Reef with scUber, to obtain and track real-time insights from underwater explorations, data that will enable and feed into conversation efforts.

Uber is one of the more prolific platform partnership builders, but the opportunities are there for all. Credit: Uber.

Here in New Zealand, platform partnerships are happening too. One notable example is Sustainable Coastlines’ TBWA/Group’s Eleven’s launch of a video game to support the first-of-its-kind litter intelligence app, created by Enlighten Designs, and maintain New Zealand’s clean green image. Citizen scientists playing the game collect both virtual and real-life litter, and track and compare the difference. 

Data was the major challenge faced by Sustainable Designs, that led to the influential litter application, now in use around the world. Solution provider Enlighten Designs has explained, “They had started to collect a lot of data and were gearing up to collect a whole lot more”.

Credit: Sustainable Coastlines & TBWA\New Zealand.

The difference between collaboration platforms and social media

Online collaboration platforms once meant emails, instant messaging and video conferencing. Manually reach for and access your device, type something out, or dial-up to enter the virtual room.

Now, there are whole suites of collaboration platforms, the interactivity of which suggests social platforms will be even more intertwined with business partnership goals, enabling people to share information and solve problems efficiently.

Platforms are evolving at record speeds, meaning a presence on them could soon be a competitive necessity online for efficient and customer-centric exchange.

In parallel to this, in little more than a decade, social experiences online have gone from being an extra entertainment feature to being essential to business and integrated in our everyday lives.

With social selling no longer an extra or simply entertainment, the organisations who are teaming up with others are the ones winning.

Cat Mules

Cat Mules

Umbrellar's Digital Journalist, coming from a background in tech reporting and research. Cat's inspired by the epic potential of tech and helping kiwi innovators share their success stories.

Enlighten Designs

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2020 Microsoft NZ Country Partner of the Year Award winner! Let's keep it simple. We create beautiful, user friendly digital solutions. Enlighten Designs was founded on a passion for people and to deliver agile, human-centred technology solutions from the shores of New Zealand to the rest of the world.

Data, AI, BI & ML

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Artificial Intelligence and Machine Learning are the terms of computer science.Artificial Intelligence : The word Artificial Intelligence comprises of two words “Artificial” and “Intelligence”. Artificial refers to something which is made by human or non natural thing and Intelligence means ability to understand or think. There is a misconception that Artificial Intelligence is a system, but it is not a system. AI is implemented in the system. There can be so many definition of AI, one definition can be “It is the study of how to train the computers so that computers can do things which at present human can do better.” Therefore it is an intelligence where we want to add all the capabilities to machine that human contain.Machine Learning : Machine Learning is the learning in which machine can learn by its own without being explicitly programmed. It is an application of AI that provide system the ability to automatically learn and improve from experience. Here we can generate a program by integrating input and output of that program. One of the simple definition of the Machine Learning is “Machine Learning is said to learn from experience E w.r.t some class of task T and a performance measure P if learners performance at the task in the class as measured by P improves with experiences.”

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