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BLUE OCEAN‐PERFORMANCE DASHBOARD
FOR RIM’S BLACKBERRY
Dr. Rod King
Consultant & Trainer on Business Model Analysis, Design, and Innovation
rodkuhnking@sbcglobal.net & http://businessmodels.ning.com
General Information on the Tool of BLUE OCEAN DASHBOARD
WHAT? WHO? WHERE?
The Blue Ocean Dashboard is a tool that • Business executives; managers • Online:
seamlessly integrates the three most • Business planners; strategic planners http://businessmodels.ning.com
powerful tools for business management: • Small, medium, and large enterprises • Talks; Seminars
Value (Supply) Chain; Blue Ocean • Practitioners of Blue Ocean Strategy • Workshops; Training
Strategy; Balanced Scorecard • Practitioners of Balanced Scorecard • Consulting
• ‘One‐Page Business Management’ • Starting a business (from idea stage)
BLUE OCEAN DASHBOARD:
• Faster; Simpler; Free; Holistic • Generating more revenue
A Faster and More Profitable Way to
• Integrated approach to managing • Further reducing cost
Manage Strategies and Business Models
value (supply) chain, strategy, • Facing competition in the ‘Red Ocean’
performance, and business model • For uncontested customer experience
BOBM8B. Blue Ocean‐Business Models. Copyright 2009. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com
Company Overview of RESEARCH IN MOTION (RIM) – BlackBerry Date: April 3, 2009
Author(s): Dr. Rod King (rodkuhnking@sbcglobal.net) Ref.: …………………………………..…………………….
COMPANY BACKGROUND BUSINESS/INDUSTRY PRODUCTS/SERVICES
• Location: Waterloo, Canada • Industry: Telecommunication • Cell phone: BlackBerry Smartphone
•
Founder(s): Mike Lazaridis; • Niche: Personal/Wireless/Cell phone/
Doug Fregin Smartphone
• Revenue: US$3.04 billion (2007) • Model: Business to Consumer (B2C);
• No. of Direct Competitors: Business to Business (B2B)
• Secure cell phone for corporations • Simpler user interface /Easy to use
RESEARCH IN MOTION (RIM) –
• Secure company e‐mail that can be • Secure e‐mail access everywhere
accessed anywhere and at any time BlackBerry • High reliability/Long battery life
• Wearable, unobtrusive, real time, • Web browsing capability
24x7, and low cost “pager” (laptop) • Savings in training and support costs
Blue Ocean Strategy: to provide a highly • “Connect to everything you love in
desirable and uncontested customer life”
experience while making the competition
irrelevant • “Ideal solution for productivity and
profitability”
BOBM8A. Blue Ocean‐Business Models. Copyright 2009. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com
Blue Ocean Map for RESEARCH IN MOTION’S BlackBerry (vs. Pagers): Strategic Journey to the Blue Ocean
IDEAL BLUE OCEAN (FINAL RESULT) Fractal Market Segmentation of Personal Telecommunication Tools
∞
BLUE OCEAN for
BlackBerry Smartphone
Revenue
Cell phones/PDAs/
Smartphones
Blue Ocean Strategy
(+): DELIGHT
RED OCEAN for
Pagers
BOBM1.1. Blue Ocean‐Business Models. Copyright 2009. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com
Blue Ocean Dashboard for RESEARCH IN MOTION (RIM) Date: April 3, 2009
Name of Product/Service/Facility: BlackBerry Functionality: Cell phone/PDA/“Pager”/Smartphone
Customer Value Proposition: Secure e‐mail access everywhere 24x7 Business/Industry: Telecommunication: Personal
Goal/Objective: To create an uncontested customer experience and uncontested business model as well as make the competition irrelevant
INVESTOR PERSPECTIVE EMPLOYEE PERSPECTIVE
• How will the business make more • What attributes, skills, resources, and
money (extraordinary profit)? outputs should employees have in
order to sustain a workflow and
culture that deliver extraordinary
value to customers and investors?
4 PERSPECTIVES AND
QUESTIONS FOR BALANCING
A BLUE OCEAN DASHBOARD
CUSTOMER PERSPECTIVE PROCESS PERSPECTIVE
• How will customers experience the • What processes and strategies will
greatest delight and least pain? generate extraordinary profit as well
as deliver the organization’s value
proposition to customers/consumers?
BOBM5.32. Blue Ocean‐Business Models. Copyright 2009. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com
BOBM6.1. Blue Ocean‐Business Models. Copyright 2009. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com
BOBM8.2. Blue Ocean‐Business Models. Copyright 2009. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com
BOBM5.3. Blue Ocean‐Business Models. Copyright 2009. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com
BOBM5.3. Blue Ocean‐Business Models. Copyright 2009. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com
TOMCAT (Trade‐Off) Matrix: Categories of trade‐offs that are resolved by RIM’s BlackBerry/Opportunities for Blue Ocean Products
Customer’s Intent/Job: To securely access e‐mails at all times (Non‐)Customers/Industry: Telecommunication: Personal
Focus of (Non‐)Customer: Product/Service/Facility; Purchase/Delivery/Usage/Supplements/Maintenance/Disposal
Breakthrough Question: HOW TO MAKE (THE PRODUCT/ENTERPRISE/INDUSTRY OF) PAGERS IRRELEVANT?
(Non‐)Customer Needs (‐) 1 2 3 4 5 6 7 8 9 10
Reduce/Eliminate Cost Mainten‐ Time Defects/ Weight/ Effort/ Staff Complexity/ Rigidity/ Pain/
(Relative to Industry Standard) ance/ (Delivery/ Complaints/ Size/ Friction/ Depend‐ Information Inaccess‐ Barriers/
(+) Raise/Create Upgrade Aging) Waste Tool Energy ency Overload ibility Pollution
1 Value/Functionality BlackBerry BlackBerry BlackBerry
2 Quality/Automation
3 Performance/Productivity BlackBerry BlackBerry
4 Differentiation/Novelty/…
5 Speed/Agility
6 Aesthetics/Visual Appeal/Color
7 Ease of Use/Simplicity BlackBerry
8 Convenience of Use BlackBerry
9 Customer Service/Support BlackBerry
10 Fun/Entertainment/Adventure
11 Star Performers/Celebrities
12 Prestige/Legacy/Amenities
13 Wide Choice/Versatility
14 Hygiene/Cleanliness
15 Integration/Connectivity BlackBerry
16 Power/Strength/Wisdom
17 Accuracy/Reliability BlackBerry
18 Security/Safety/Health BlackBerry
19 Collaboration/Communication
20 Customization/Personalization
Eliminated trade‐off (other trade‐offs are partially resolved and therefore present opportunities for innovation)
BOBM7. Blue Ocean‐Business Models. Copyright 2009. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com
REFERENCES
1. King, R. (2009) The Infinitely Zoomable Page: The Ideal Tool for Blue
Ocean Thinking, Design, and Innovation. Fresno: Ideal‐Solution
Management.
2. Ross, E.; Holland, A. (2006) 100 Great Businesses and the Minds
Behind Them. Illinois: Sourcebooks, Inc.
3. Von Briesen, J. RIM’s Blackberry.
http://frontierstrategy.com/BlueOceanStrategy_RIMExample.html
Dr. Rod King
Consultant & Trainer on Business Model Analysis, Design, and Innovation
rodkuhnking@sbcglobal.net & http://businessmodels.ning.com