Companies that are aiming to offer personalized products or services face many challenges. However, I believe they should make sure which market segment they are targeting. Theoretically, in the business ecosystems model, everyone is allowed to enter the game, but for how long, it depends. Similar to the natural ecosystem, the strongest wins. Animals start building their networks with others who they believe they can have some benefit from. It happens similarly in the business ecosystems. Companies are also willing to partner with others in order to be stronger. These “partnerships” must be well selected; otherwise, they can ruin their reputation. In this line of thought, they must partner with companies that target the same market segment that they are. Companies must be aware of whom they are partnering with. Their brand is at risk; in other words, the brand partnerships must match. For instance, it is unusual someone owns platinum category credit card, travels business/first class, stay in five-star hotels and eat street food. It is important to see with whom companies should do their strategical partnerships. In the long term, I believe this will be as smooth as the natural ecosystems.