feature that allows dispatchers to view and interact
directly with resources on a map.”
When businesses align, their customers can perceive
them as a single entity. Technology partners must
become thoroughly familiar with each other’s products,
so customers benefit from the combined support of both
It is also important that partners recognize and accept
that each partner organization has the right to expect
specific benefits from the partnership, provided that
they are not in conflict with the shared goals.
Of course, partnering with another business is not
without its risks and complexities, and is unlikely
to prove either low cost or a quick fix. It takes time.
For example, the costs of supporting a wider range
of technology and products may be unequal between
partners and this needs to be acknowledged. The
of our open-standards-based solutions, including our
fully integrated CSSI and DMR radio dispatch systems.”
Chances are, tech partnerships are with businesses
who are marketing their products in the same sector.
However, no matter how closely you are aligned in your
thinking, there will still be differences in perspective and
context. Managed well, these represent golden learning
opportunities for both partners. In fact, one partner
might be able to suggest a solution that the other partner
has not yet recognized or developed, for the benefit of
their mutual customers.
If you are marketing to the same sector, you now have
access to your partner’s contacts and customers as
well. And if you are marketing to a slightly different
sector currently, you have direct exposure to the new
opportunities your partner brings. This is increasingly
the case as organizations partner with non-traditional
Working alongside another business is likely to
streamline efforts, and avoid duplication, as you will,
of necessity, have greater clarity of your direct outcome.
For instance, when Tait partnered with console
manufacturers, the partnerships initially focused on
the interfaces between the two technologies. Once that
had been developed, they could focus on innovations
that provided greater value. Gary Stidham from Zetron
confirms, “… partnerships have improved our ability
to provide features and functionality that are important
to customers, such as the DMR Location Services
Under the old model, many developments were
proprietary, bespoke, and focused as much on
competitors as customers. New ideas were jealously
guarded. Developments occurred in bunkers, then
customers were convinced that this was indeed exactly
what they needed to solve their problems.
That no longer works, for two reasons:
Electronic communications and the resulting
free flow of information means that keeping your
development under wraps is increasingly difficult.
In fact, to quote one senior Project Manager,
“The difference between confidential and public
information can be measured in weeks.”
Every business inventing their own version of the
wheel means that customers pay more, wait longer,
and will most likely end up with a wheel that only
fits some of their wagons.
Technology partnering is not exactly new, but it does
demand some new thinking from traditional businesses.
Luckily, a greater commitment to open standards in
many industries sits nicely alongside the partnering
model – at least from an ideological perspective.
Standards mean that traditionally-minded businesses
have come to accept that not every development needs to
be built from the ground up.
Gary Stidham, VP of Product Management at Zetron
says, “Zetron’s partnership with Tait has been a key
factor in the timely testing and delivery of a number
“Every business inventing
their own version of the
wheel means that customers
pay more, wait longer, and
will most likely end up with
a wheel that only fits some of