Challenging an industry’s conventional wisdom about which buyer group to target can lead to the discovery of new blue ocean. By looking across buyer groups, companies can gain new insights into how to redesign their value curves to focus on a previously overlooked set of buyers (Blue Ocean Strategy, p. 61).
Do you work for a large corporation that keeps you chained (virtually speaking of course) to your desk? Are you one of the millions of “CrackBerry” users? While people either love or hate the ability to receive and send email instantly, it’s evident from the number of subscribers and number of devices on the market that they are here to stay.
Recently at CreatingBlueOceans we decided it was time to get connected. However, when we began searching for a mobile email solution that would deliver email to our messaging devices in real time we were rather surprised (and disappointed) to find out that these solutions exist only for large corporations because “pushmail” requires fancy servers and expensive software!
That leaves smaller companies, consultants and sales people who are independently employed in the dark. As the Blue Ocean Strategy framework shows us, by scanning across buyer groups one can discover previously overlooked sets of buyers, or, in this case, the millions of independent business people around the world who do not have access to pushmail solutions.
Nokia, Research In Motion…are you taking note?