Strategic Alliance Magazine Q2 2016 - 20
COVER STORY
TAKING OFF THE BLINDERS
"We know how to partner.
We've been doing it for 20 years."
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These are deadly words when said about ecosystem partnering-the partnering that brings together (usually) multiple
companies with different capabilities and resources, different business models, and increasingly, various industry
orientations to provide a holistic "solution" for an industry
use case or specific customer scenario. It incorporates numerous partnering models and value
propositions. In some, the "soft value" may be the reason for partnering,
and partners only capture value when
the end customer gets its value, either
through utilization or achieving specific outcomes.
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The forces driving these developments are the same as those that have
been driving business transformation
for the past 20 years. But today, in
what some are terming "The Fourth
Industrial Revolution," advances in
information and communication
technologies are empowering customers to get what they want, wherever
and however they want it and at the
cheapest possible price. Other technologies are enabling breakthroughs
that are improving human health
and increasing economic productivity. According to Klaus Schwab,
founder and executive chairman, World Economic Forum, what is happening today represents a step change
because:
"The speed of current breakthroughs has no
historical precedent. When compared with previous industrial revolutions, the Fourth is evolving at an exponential rather than a linear pace.
Moreover, it is disrupting almost every industry
in every country. And the breadth and depth
of these changes herald the transformation of
entire systems of production, management and
governance."
20
STRATEGIC ALLIANCE MAGAZINE | SUMMER * 2016
Why wouldn't the partnering practices of previous
industrial revolutions also be transformed?
The fundamentals of partnering may still apply-or
not. Certainly, alliance professionals must take heed
of the forces driving the connected ecosystems of
the Fourth Industrial Revolution, examine how their
companies are addressing them, and take a leadership role in ensuring it has the partnering capabilities
needed to succeed. What has been discussed for
many years in largely academic terms about business
ecosystems-without any obvious on-the-ground
implications-is all of a sudden quite real.
One thing is certain: If you do nothing to build
understanding and capability to partner with an ecosystem perspective, your company will be leaving
value on the table at best-and at worst may find itself left behind.
NEW MODELS, NEW RULES
This is happening in every industry. Largely driven by
digitization and the Internet of Things (IoT), new business models based on consumption and "everything as
a service" (XaaS) are necessitating new partnering mod-
Table of Contents for the Digital Edition of Strategic Alliance Magazine Q2 2016
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