Microsoft Partner Benefits and Risks
The goal of Microsoft’s partner management teams is to make working with Microsoft as easy and profitable as possible and to guide partners toward sales that will benefit Microsoft. Aware that many of its partners have an array of choices, including Linux and thin-client solutions, Microsoft puts some “skin in the game” for its partners, providing technical and marketing benefits that, amortized over a large number of partners or applied strategically, benefit partners at relatively low net cost to Microsoft. In assessing these benefits, partners need to understand what Microsoft wants from its partners, and they should be cognizant of some risks as well.
Technical Benefits
One of the secrets to Microsoft’s extraordinary success was the company’s early realization that it could drive demand for its products by creating a large community of third parties who build hardware and software for the company’s OSs and applications. By sharing technical data and other resources with its partners, Microsoft ensures that third-party products are developed easily and quickly and meet their authors’ goals.
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