Technological alliances can be interpreted as political activities, helping establish coalitions, co-opt supporters and eliminate rivals. Using the example of Microsoft’s and Google’s partner ecosystems, Krzysztof Klincewicz discussed specific partnership techniques and their relevance for technology companies. The empirical research offered a rich picture of developments of Microsoft Windows and Google Android platforms, combined with the steps taken by both companies to ensure support from partner firms. It turned out that the effectiveness of financial, marketing and technological incentives as well as of deterrents depended on the expected outcomes of the co-operation (such as: decreasing transaction costs, creating technological lock-ins, stimulating innovativeness of partners or restricting development of competitive products) and technology life cycle stages. The research helps shape partnership strategies and optimize investments, needed to motivate and control partners in high-tech markets.