Rob Gleasure R.Gleasure@ucc.ie www.robgleasure.com IS3320 Developing and Using Management Information Systems Lecture 4: Blue Ocean Thinking in the development and use of MIS Rob Gleasure R.Gleasure@ucc.ie www.robgleasure.com

IS3320 Today’s lecture Blue Ocean Thinking Exercise

IS3320 Schedule Week 1: introduction Week 2: trends in IT-based markets Week 3: blue ocean thinking Week 4: design thinking Week 5: introducing innovations Week 6: use cases and scenarios Week 7-8: flow charts/business process modelling Week 9: data-flow diagrams Week 10: project management Week 11: usability, user experience and testing Week 12: revision Strategy May swap… Implementation

What is Strategy? What’s the difference between strategy and tactics? Strategy means competition? Image from http://www.equinoxap.com/services/strategy/

Blue Ocean Strategy Last week we spoke about developing and using MIS to pre-empt and exploit technological evolution in markets When a market becomes ‘pure competition’ (price-based), it may not be appealing for new entrants When this is the case, we may need to introduce some new factors to effectively create a new market This has been described as adopting a Blue Ocean Strategy (Kim & Mauborgne 2008)

Red Ocean vs. Blue Ocean Red Ocean Strategy Blue Ocean Strategy Compete in existing market space Create uncontested market space Beat the competition Make the competition irrelevant Exploit existing demand Create and capture new demand Make the value‐cost trade‐off Break the value‐cost trade‐off Align the whole system of a company’s activities with its strategic choice of differentiation or low cost Align the whole system of a company’s activities in pursuit of differentiation and low cost From Kim & Mauborgne @ http://www.blueoceanstrategy.com/downloads/bos_web.pdf

What is Blue Ocean Strategy? 'The supreme art of war is to subdue the enemy without fighting‘ (Sun Tzu)* The basic idea is very simple We list out each competitive factor in our industry We gauge each of these ideas according to customer needs and the capacity of existing competitors to meet those needs Then we ask ourselves four questions… *With apologies for Sun Tzu quote cliché

What is Blue Ocean Strategy? What competitive factors can we reduce? What competitive factors can we eliminate? What competitive factors can we raise? What competitive factors can we create?

What is Blue Ocean Strategy? From http://www.blueoceanstrategy.com/about/concepts/4-actions-framework/

Example of a Blue Ocean Value Curve for Yellow Tail From http://www.blueoceanstrategy.com/downloads/bos_web.pdf/

Example of a Blue Ocean Value Curve for The Nintendo Wii From http://www.slideshare.net/ymike27/blue-ocean-strategy-3626410

Example of a Blue Ocean Strategy in Other Contexts We’re all rational people, right? Explain this… From http://www.everywhereist.com/the-donald-trump-republican-presidential-debate-drinking-game/

Adopting a Blue Ocean Strategy for an eBusiness We can view this as resetting the market lifecycle described by Christensen We’re looking for new functionalities Instead of asking if IT capabilities can improve upon a key dimension for competition, we ask What functionalities are made possible by new IT capabilities? Do people want this enough to justify changing their behaviour?

Exercise Blockbuster have decided they’ve had enough! They want to instigate a complete re-think of their IT capabilities and the home entertainments market to try and find a new value proposition What competitive factors in that market should they reduce? What competitive factors in that market should they eliminate? What competitive factors in that market should they raise? What competitive factors in that market should they create?

Want to read more? Links and references http://books.google.ie/books?id=SZQnfdM9O7wC&printsec=frontcover&source=gbs_ge_summary_r&cad=0#v=onepage&q&f=false Kim, W.C., Mauborgne, R. 2005. Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant. Harvard Business Press, Cambridge MA. Porter, M.E. 1980. Competitive Strategy, Free Press, NY, 1980. Porter, M.E. (2008) The Five Competitive Forces That Shape Strategy, Harvard business Review, January 2008.