Building innovative partnerships with large corporations: the successes and failures of Baracoda
Serval, Thomas
Building innovative partnerships with large corporations: the successes and failures of Baracoda - 2021.
77
Since the sensational launch of its connected toothbrush at the Consumer Electronics Show (CES) in Las Vegas in 2014, Thomas Serval’s company, Baracoda, has continued to develop by forging relationships with major groups. These relationships can be of a partnership type (with Ubisoft) or more commercial, as with Colgate, for which Baracoda supplies the technology for the millions of connected toothbrushes now sold by the American major. Large companies are multiplying their cooperation with start-ups, but are finding it difficult to sustain them. The testimony of a specialist in this field therefore sheds light on this important issue, which is all the more valuable because it is not just about success stories. Beyond the analysis of several successes and failures, Thomas Serval underlines the necessary adjustment of reciprocal maturities. It is in these attempts to bring together vessels with such different characteristics that the CareOS “platformisation” strategy or the creation of a consulting subsidiary make sense.
Building innovative partnerships with large corporations: the successes and failures of Baracoda - 2021.
77
Since the sensational launch of its connected toothbrush at the Consumer Electronics Show (CES) in Las Vegas in 2014, Thomas Serval’s company, Baracoda, has continued to develop by forging relationships with major groups. These relationships can be of a partnership type (with Ubisoft) or more commercial, as with Colgate, for which Baracoda supplies the technology for the millions of connected toothbrushes now sold by the American major. Large companies are multiplying their cooperation with start-ups, but are finding it difficult to sustain them. The testimony of a specialist in this field therefore sheds light on this important issue, which is all the more valuable because it is not just about success stories. Beyond the analysis of several successes and failures, Thomas Serval underlines the necessary adjustment of reciprocal maturities. It is in these attempts to bring together vessels with such different characteristics that the CareOS “platformisation” strategy or the creation of a consulting subsidiary make sense.
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