Strategy And Innovation For Creating, Capturing And Sharing

Shared Activity: What Colour is Your Ocean?Blue ocean strategy is a metaphor for strategies that create demand in market spaces untainted by competition. Blue oceans are characterised by unclear rules of competition, unclear strategies of operations and many opportunities for rapid growth and expansion. The blue ocean is, therefore, a deep, unexplored, and untapped market space. The nature of the blue ocean makes competition irrelevant (Kim & R. Mauborgne, 2004). Samsung’s blue ocean strategy (BOS) hangs on value innovation to challenge existing market boundaries and reach beyond existing customers. Samsung began a Value Innovation Centre in 1994 and by 2004 managed to be among the world’s top mobile phone manufacturers. In 2007, Samsung launched a store in the Second Life Site to focus on show casing mobile phones to teenagers (upcoming consumer group) in a competition-less way. Through the Samsung Galaxy Note® Series of Phablets Samsung created an uncontested market. Samsung developed a device (Phablet) that bestrides the functionalities of a mobile phone and a tablet to eliminate the need for two separate devices. Value innovation, which allowed innovators to develop Samsung Galaxy Note® phablet series, helped Samsung escape the red ocean market for mobile phones and tablet. Apple