What is blue ocean strategy?

Is iPad a classic case of a successful Blue Ocean Strategy?

• If we were to chart a strategy canvas for tablet devices, what parameters should be measured in the X axis? Do you think iPad would stand out from among the competition? This question would make sense if you have read "Blue Ocean Strategy" by Chan Kim and Renee Mouborgne.

• Answer:

  I have read Blue Ocean Strategy and I've used its premise many times. While there are many parameters that should be considered for the X-axis, the nature of iPad is commonly misunderstood as a product. See ... "iPad is Not A Product" - http://ipadcto.com/2011/04/17/ipad-is-not-a-product/ iPad defines the market, it is not so much a competitor in an established market. In that sense, it sails in its own clear and pristine blue ocean. There are some rocky edges to this ocean though. Consider a buyer who is contemplating a new laptop but is also investigating iPad as a possible option. Many laptop owners with aging technology find themselves in this quandary - should they upgrade to another $2,000+ laptop, or entertain the idea that iPad performs well enough to satisfy their own mobile computing requirements. This is where the blue ocean begins to turn a little murky; blood in the water from skirmishes between laptop companies, Android and Windows-based tablet makers. iPad has [so far] demonstrated that it can navigate around these battles because it is not a product; it is part of a broad collection of products and services that no single [fringe] competitor seems to be able to match. Hence, even in these [seeming] competitive kerfuffles, the ocean remains quite blue. I think the answer to the core question is "yes".