Developing a route to market for your new product normally involves soliciting the support of an existing player with complimentary products and good international reach, but beware of the deal being offerred. In some cases a large organisation can simply offer third party (your) products as a sweetener to a demanding customer.

 

So what? Why should you care?

The problem is one of product valuation - if it gets bundled it's perceived value may begin to reduce and in the worst cases it's seen as a free to use offerring.