Looking for Blue Oceans but Sailing in the Wrong Direction
I am encouraged by Dell’s attempt to follow Blue Ocean thinking, but they are treading in the wrong direction.  Dell’s proposed MP3 player is the right idea of using software as a service enabler, but to find a Blue Ocean, Dell should look at other consumer-oriented areas that wrap services around hardware. Potential markets include techno-phobic consumers within emerging hardware and software technologies—these groups require simplified solutions. Dell could look to ancillary products or services for less-contested consumer spaces and develop services that integrate user-friendly hardware or software solutions – Apple’s whole business orientation is predicated on this paradigm.

Exploring Commercial Blue Ocean Space
As for Dell’s core market, there are still many Blue Oceans which await in the commercial space.  Dell can still look to commercial-user problem areas that would benefit from software and service solutions.  This space has many holes: Microsoft is a generic provider of software, and consultancies such as Accenture offer expensive and highly customized solutions.  A niche for Dell to explore might be small and medium businesses seeking a hybrid solution of customized applications and services.  Michael Dell pioneered this business model with customized PCs to start Dell.  As Michael Dell visits more Blue Seas to continue Dell’s growth, he may discover that the closest Blue Water is a commercial Blue Ocean.  His search for “consumer” Blue Oceans may eventually prove fruitful if he sails in the right direction. 

Do you think it is a trip he should take?  Should Dell navigate a safer path into the other regions of the “commercial sea”?  Which way would you go? Or would you split the armada and explore both directions?

I am willing to talk with blog participants live via phone for free consultations.  I am also available to companies, businesses and organizations for consulting engagements and speaking opportunities.  For any of these request, E-mail me .  I will help my readers in any way possible – I want to share my knowledge and expertise.

Mike Bolden marketing expert and blue ocean strategist – writing to inform, enlighten, and inspire.  Author of forth coming book, “Owning Marketspace”.  Available for consulting and speaking engagements.

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