With over $300 billion spent yearly, collaborations are a big business. Often it makes sense to pool resources than to build your own from scratch. As the saying goes, you can do anything but you can’t do everything. Like the partnership between Taco Bell and Doritos. It was the partnership that saved and transformed Taco Bell.
However, success or failure can be challenging to measure. What constitutes success or failure and how do you measure it? The art of attribution is a delicate process. Something we’ve spent countless nights researching, modeling, and building. But that deserves a post on its own.
For now, in the year 2020, we look at 20 partnerships that are changing the world.
Partnerships of the Decade
ApplePay & Mastercard (2014)
Making a payment has never been easier. With just a tap on your phone, you are out of the store with your purchased goods. When Apple Pay launched, Mastercard, the second in the number of credit cards in circulation benefited greatly for being the first to offer Apple Pay. Leveraging on Mastercard’s wide customer base, Apple Pay was able to iron out the differences that could potentially cause frustration in its users.
Starbucks & Spotify (2015)
Ever leave a store sooner than intended because of bad music threatening your eardrums to rupture? That’ll never happen in Starbucks. With the help of Spotify, Starbucks partners can influence the music to suit the taste of their customers across over 7,000 stores. Customers even have the option to access that playlist via Spotify. You can bring the Starbucks experience anywhere you go! Starbs never messes around when it comes to personalization.
Apple & Hermes (2015)
A unique collaboration between two brands that do not need each other to thrive. Both brands are doing perfectly fine on their own and are notorious for not collaborating with other brands. This rare collaboration made it all the more interesting. Apple’s high tech watches complemented with carefully handcrafted Hermes leather band.
Kanye & Adidas
YEEZY! Enough said.
T-Mobile & Nokia (2018)
T-Mobile and Nokia signed a $3.5 billion deal to help T-Mobile, the third-largest service provider in the States to provide “complete end-to-end 5G technology, software, and services portfolio.” The 5G service is expected to cover a wide range of industries.
FedEx & Environmental Defense Fund (2000)
Fighting to sustain the environment is an uphill battle, but it didn’t deter FedEx from achieving that green dream. FedEx with its 30,000-truck fleet partnered with Environmental Defense Fund to develop a diesel-electric hybrid truck that proved to be worth the additional effort. The hybrids had 44% greater fuel efficiency, 33% less GHG emissions, and 90% less particular matter.
ENGO Canopy & Harry Potter (2002)
“It’s wingardium leviosa!” Potter publisher Raincoast Books showed us how it’s done. J.K Rowling worked with environmental non-governmental organizations (ENGO) Canopy and New Leaf Paper to print Harry Potter and the Order of the Phoenix on 100% post-consumer recycled paper. This was when environmental publishing was still in its infancy. This initiative was embraced positively and eventually influenced other publishers to do the same. This act has saved hundreds of thousands of trees from being chopped down.
NVIDIA & Isuzu (2018)
Isuzu Motors and NVIDIA are working towards developing self-driving trucks. If successful, the self-driving truck industry is could possibly hit $1.7 billion by 2025. This technology will solve the issue of scarcity of truck drivers which is the bottleneck for the trucking industry.
GSK & NGO Save the Children (2016)
Through the partnership with the NGO Save the Children, GSK has invested in training locals in less developed countries to properly administer vaccines and to screen for conditions like malnutrition. The company has also strengthened its commitment to fight diseases like malaria, HIV, and providing proper healthcare to the locals that they previously had no access to.
Novozymes & Monsanto (2016)
Novozymes and Monsanto collaborated to perform test-trials to improve agricultural output with the intention to reduce world hunger and carbon emissions.
GE & Microsoft (2016)
Microsoft and GE teamed up for the benefit of their joint industrial customers to optimize their enterprise cloud applications. Under this deal, GE’s Industrial IoT PaaS system, Predix, is available to customers on Microsoft’s Azure cloud.
Microsoft, SAP, & ADOBE (Open Data Initiative) (2019)
Three leading software companies – Microsoft, SAP, and Adobe – banded together to launch the Open Data Initiative. The Open Data Initiative’s aim is to remove data silos and develop a common data model to improve interoperability and data exchange between Microsoft Dynamics 365, SAP C/4HANA and S/4 HANA, Adobe Experience Cloud, and Adobe Experience Platform. The Open Data Initiative is open to other tech companies who are interested to join as well.
Accenture & Google Cloud (2018)
Accenture and Google are collaborating to develop the Accenture Google Cloud Business Group (AGBG) that will pool cloud experts from both companies to develop customized cloud solutions that are optimized for their enterprise clients.
Taco Bell & Doritos (2012)
Taco Bell’s Doritos Locos Taco. Tacos so powerful that it turned the then struggling Taco Bell into what it is today. Almost a decade since the launch, it is still the customers’ favorite item on the menu! According to business insider, “The chain sold more than a billion Doritos Locos Tacos when it launched in 2012, hiring an estimated 15,000 workers to keep up with demand.” What a revolutionary taco!
HP INC & Apple (2018)
HP Inc, a direct competitor with Apple in a wide range of mobile devices, embraced Apple with an expansion of its device-as-a-service offering. Though this means that HP will be a reseller of its direct competitor, it is a critical step to take if HP wants to be in the everything-as-a-service business.
KFC & NASA (2017)
When the news announced that KFC is launching its Zinger Spicy Chicken Sandwich to space. I had questions. Upon digging further, marketing gimmick aside, KFC partnered with World View Enterprises, a space exploration company to send the sandwich around Earth’s stratosphere. The data collected while cruising the stratosphere will be invaluable and could potentially aid in delivering emergency supply kits to first responders or to capture severe weather patterns.
Dove & Dunkin (2018)
Who would’ve thought that dry shampoo and coffee to be the perfect combo that appealed to millennials? Dove and Dunkin’ Donuts knew.
Spotify & Uber (2014)
With this, Uber users with Spotify premium can select a playlist to play on their Uber rides, making the journey more personalized to each user.
Intel & Mobileye (2017)
Intel and Mobileye are working hard on creating driverless cars. It’s coming sooner than you think.
Levi’s & Google (2019)
Google collaborated with Levi’s in an effort to create affordable wearable technology, the smart jacket. It allows users to connect to their smartphones and features 19 abilities that the jacket can execute. The jacket is currently retailed at $200 to $250.
Whilst some of these are still in their incubation stage, there are potency and potential there. For a technical teardown and analysis on any of these Click here and vote.