Session title : Blue Ocean Strategy Session Overview : Blue oceans strategy is the approach that suggests a company is better off searching for ways to play in uncontested market places instead of engaging with competition in existing marketing spaces. It is the idea of trying to find market spaces that are free of competitors by creating and capturing new demand, making the competition irrelevant. An example of a blue ocean strategy is Netflix. Netflix created uncontested marketing space by selling TV shows over the internet which no one else was currently doing. By doing this they made the competition irrelevant, creating and capture new demand for a service not currently available on the market. By doing this they were able to break the value-cost trade off by providing better value than cable TV (because you could watch any show you wanted at any time, without commercials) at a lower cost than cable TV. By entering a blue ocean they were able to pursue low cost and differentiation leadership compared to the alternatives to their product.

1. 1
Strategic Agility - An Introduction to Blue
Ocean Strategy
Beyond Operational Agility

2. 2
• Beyond Operational Agility
• Introduction to Blue Ocean Strategy
• Our Journey of executing BOS (at tactical level)
Key Takeaways

3. 3

4. 4
Key Findings
IT research firm ISG findings (out of 180 deals)
[VALU
E]%
[VALU
E]%
Competitive Renegotiation
No Competitive Renegotiation
[VALU
E]%
[VALU
E]%
[VALU
E]%
Lose whole contract
Scope reduction
As It is

5. 5
• Increasing Demand
• Saturated Demand
• Declining Demand
RED OCEAN – When Business operates in a over saturated
market

6. 6
What Players do?
Is it biased towards Supplier driven Value Proposition?

7. 7
RED OCEAN - How long can you sustain?

8. 8
So what is Strategic Agility?
?

9. 9
NON CUSTOMERS
BOS - From Market Competing to Market
Creating
EXISTING
CUSTOMERS

10. 10
Is it Worth?
86%
62%
39%
14%
38%
61%
Business Launch
Revenue Impact
Profit Impact
Launch with Red Ocean Launches for creating Blue oceans

11. 1111
Our Experience with BOS (at tactical level)
11

12. 12
Problem Statement

13. 13
Product Feature Canvas
Product B
Product A
B
u
y
e
r
V
a
l
u
e

14. 14
4 Key things we were doing incorrect
• Product development inside out
• Value Proposition  Product and Features
• Losing out on Critical Value Proposition (they are most
sustainable)
• Usage Experience > Entertainment, Data Saving
• Value Proposition may not change frequently, only forms and
factors does

15. 15
Identify Industry Non-customers
Soon to be Non Customers
Current Market
Un-explored Customers
Refusing Customers

16. 16
Uncover hidden pain points from Existing + Refusing
customers
What utility the Industry focusses on
Information Accessible Installation Use Supplements/
Ecosystem
Maintenance Disposal
Customer
Productivity
Cost of
Ownership
Risk
Convenience
Outreach
Psychological
Entertainment
Stages of Buyer Experience cycle
UtilityLevers

17. 17
Uncover Opportunity areas for Non customers
What utility the Industry focusses on
Stages of Buyer Experience cycle
UtilityLevers
Information Accessible Installation Use Supplements/
Ecosystem
Maintenance Disposal
Customer
Productivity
Cost of
Ownership
Risk
Convenience
Outreach
Psychological
Entertainment

18. 18
Our success with BOS
Provided Technology as a
value proposition for Non
Product users
Introduced Lite version as
New Product variant for
Memory sensitive users

19. 1919
APPENDIX
19

20. 20
Blue Ocean Strategy vs Red Ocean Strategy
Red Ocean Blue Ocean
• Compete in existing Market space
• Beat the competition
• Exploit the existing demand
• Make the value cost trade off
• Align Strategy choice of
differentiation or lost cost
• Create uncontested market space
• Make the competition irrelevant
• Create and capture new demand
• Break the value-cost tradeoff
• Simultaneous pursuit of differentiation
and low cost

21. 21
Value Innovation – The cornerstone of BOS
Buyer
Value
Cost
Value
Innovation
Cost Saving – Eliminate and Reduce
Competing Factors
Buyer Lifted Value – Raise and
create new Elements
Creation of Blue ocean is
about driving costs down
while simultaneously driving
value up for buyers

22. 22
THANK YOU