Sample description of a partnership program I was working on.

1. APP/SDK
Application Partnership Program - Definition
APP service is a set of processes and deliverables to support the program activity.
These processes include marketing and financials support, third-party
development support, enhancement lifecycles and operating procedures.
To ensure non-disruptive operation APP service implementation is split into two
tracks.
Application Partnership Program (APP) is a program to support third-party client
application development for the platform using SDK.

2. APP/SDK
Definition
Full-scale 3rd
party support service development.
Based on experience with ongoing support activities develop a support service and necessary collateral to
support further APP activities. Once developed existing activities will be transferred to the new service.

3. APP/SDK
Service Vision
At the project completion product unit will have a complete framework to
support 3rd
party development process. The PU will have:
 Market - Full marketing package for customers and partners.
 Market/Acquire - Financial support information, licensing policy and costs.
 Support – Communication, processes or SOP for all stages of service.
 Support - Documentation and training materials for internal support teams.
 Support - Documentation and training materials for partners and customers.
 Support – Necessary up-to-date software packages for first GA version.
 Enhance – Feedback process to development.

4. APP/SDK
Goals - Market
Marketing package must target:
 Partners
ISP and software toolkit developers
 Customers
Existing and prospective customers
 Applicable corporate initiatives
…
 Professional events & conferences, general public
…

5. APP/SDK
Goals - Acquire
To support initial contact and partnership agreement setting:
 NDA
Strict rules on what requires and does not require Non-Disclosure Agreements.
 Partnership Agreements Template
A basic template to define scope, R&R and G2M with partners.
 Financial background
Licensing, support scope and terms, SLA templates, cost & support resources projections.

6. APP/SDK
Goals - Support
The following must be defined for support stage of service:
 Communication
Mailing lists, knowledge bases, internal & external communication facilities. Internal communication matrix for all relevant
support parties (i.e. head of particular relevant component group). Support path may use existing L1 – L4 infrastructure.
 Processes or SOP
Process outlines and operating procedures responding to support request, SDK issues.
 Documentation and training materials
Internal support teams must be supported with documentation and materials on FAQ and problems. Partner- and customer-facing
documentation is also part of this goal.
 Software packages
Up-to-date software packages for all production and in-development versions of SDK.
 Supply chain
Supply chain agreements with third-party equipment manufacturers.

7. APP/SDK
Goals - Enhance
In order to keep SDK up-to-date a feedback process must be established with
development:
 Update to SDK must follow new GA releases and major customer updates
Service’s schedule should follow general product line availability schedule.
 Feedback from partners should go through R&D CCB
A priority level and implementation process should be defined.

8. APP/SDK
Business model overview
The following business model will be used:
 SDK access
Basic SDK and support documentation is available for free and does not limit partner on the
applications they develop.
 Environment
Environment and later software updates are available for a separate fee.
 Support
Basic and extension support packages are available for a fee priced per query.
 Certification
Depending on the application a partner may or may not request a certification by the company.
Without certification the company will offer no support or guarantee for any deployment issues.
Certification is performed per application/customer/deployment and costs a fee.
 Distribution
The applications are distributed either under direct agreement between partner and platform
customer or via a re-sell agreement.

9. APP/SDK
Partners pipeline
The following partners have expressed interest in APP/SDK platform
 …
 …
 …
 …
 …
 …
 …
 Next: …

10. APP/SDK
Roadmap and evolution strategy
There are three main evolution drivers for the service:
 Development roadmap
Update of SDK should follow platform development and evolution. New features introduced in the platform should
also become available to third parties.
 SDK-specific requests from partners and customers
New features or fixes for issues may be requested by partners or customers.
 Service quality improvement
Enhancements to the service itself and its support infrastructure.

11. APP/SDK
Financial Review
Key Business Case assumptions
 Service upgrade once a year
 Environment upgrade once a year
 On average 1 application per partner per deployment per year.
 On average 2 tickets per new application, 2 tickets per new deployment, 1 ticket per old application in 1 year.
 SDK update requires 20pd Indian team, 10pd Russian team, 10pd Spain team.
 Ticket support requires 1pd Indian team per ticket.
 Certification requires 20pd Indian team per application.
 Application maintenance requires 5pd per application per year.
 Travel adds 30% of cost in first year, 5% in following years.
 Certification is needed only for "business critical" applications and only certain percentage of total applications will
require high service level