Cross-industry partnerships spark innovation

Continuing from last time, we introduce the 10 major digital trends of 2018 from the "TOP 10 TRENDS" announced by Kara of Dentsu Aegis Network.

Rather than imitating others, many brands are seeking closer collaboration with revolutionary players who challenge conventional wisdom. Numerous partnerships are forming between brands possessing technological skills and infrastructure and those understanding consumer needs. Here are a few examples.

Westfield partnered with Uber to create Uber waiting rooms within its shopping malls across the US, allowing shoppers to wait for rides.

Real estate company Newguard Developments partnered with Airbnb. In the 300 apartments they built, each owner can now easily list their unit for short-term rentals.

McDonald's selected Uber Eats as its first-ever delivery partner, offering delivery services in the U.S. and other markets.

Mattress retailer Taft & Needle partnered with Amazon to open stores in the U.S., with Amazon handling all sales and distribution operations.

Thus, corporate partnerships today extend far beyond media and advertising tie-ins.
When you can collaborate with a company that already possesses what your business needs, it's crucial to seek partnerships rather than developing or imitating the technology yourself.