Type 2: Partner to Produce

A company identifies a business opportunity but doesn’t have the capacity or the capability to develop it. Collaborating with a business who does have the capacity can produce either an increased quantity or a broader range of offerings.

The Nike/Apple Collaboration

Nike/Apple Sports Kit imageIn 2006 Nike and Apple came together to create a Nike+iPod Sport Kit, a wireless system enabling the Nike footwear user to communicate with their iPod nano. The result was a system which recorded the time, distance, pace and calories burned during a run, and then downloaded the data in order to track progress. In addition, the iPod could be programmed to create customised workout soundtracks.  The successful product has now been extended to include the iPod touch, iPhone 3G and iPhone 4, and to be used in additional sport related products including wristbands.

The result was an increased market share of Nike trainers from 48% to 61% in just two years in the US, as it built its customer base, whilst iPods became the MP3 player of choice for runners.

Closer to home, Healey’s Cornish Cyder Farm worked in partnership with St Austell Brewery to produce Cornish Rattler cider, whilst Sharp’s Brewery produced the beer Chalky’s Bite in collaboration with Rick Stein.

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