Partnering for Partnering's sake

WeaKnees Blog reports that TiVo and Earthlink Announce Partnership: "Here's one that seems to be a bit out of left field: Earthlink will bundle TiVo services with its DSL lines. If you opt for the package, you'll get access to Amazon Unbox."

Partnerships should extend our reach in technology, promotion, or sales channel. Both partners should benefit. And most important, the customer should get a better solution from the combined offering that can be achieved independently.

Is this a partnership of desperation between two companies fearful of the big tumble? Or does this make sense? TiVo needs to cement their relationships with the media providers, not internet providers. What's the benefit of this partnership to clients? None that I can see.

Steve Johnson

Steve Johnson

Steve Johnson was a founding instructor at Pragmatic Institute, a role he held for more than 15 years before he left to start Under10 Playbook. In his return to Pragmatic Institute, Steve supports the complete learning path for product teams, ensuring they are fully armed for success. 

Over the course of his career, Steve has helped thousands of companies and tens of thousands of product professionals implement product management processes. He has worked in the high-tech arena since 1981, rising through the ranks from product manager to chief marketing officer. Steve has experience in technical, sales and marketing management positions at companies that specialize in both hardware and software. In addition, he is an author, speaker and advisor on product strategy and product management.


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