"Free Marketing" is the base of all major technology marketing plans. However, you've got to do it right. Here are some thoughts on the subject.
There is one proven strategy that will help make your product a world standard and it doesn't rely on any one partner, and it is to make the full product license FREE for personal and educational use.
Marketing with free product seems like an accepted basis for marketing software today. So I am continually surprised to find that the model is poorly understood, and often implemented in such a way as to handicap it almost completely. That these compromised schemes actually succeed at times, is a testimony to how good the model really is, and the quality of the products that succeed.