Is 3DS a direct attack on Sony?

[LordTheNightKnight]

noname2200 said:

LordTheNightKnight said:

Blue ocean stands alone, but you can't disrupt by going after what you competetor already has a lock on, which is the red ocean. So to start disruption you need to go after the blue ocean by default.

On the contrary, you can disrupt without ever entering the Blue Ocean.

Think of the example of the steel mini-mills.  They disrupted the established steel industry, but they did not begin by finding customers who didn't use steel, or who were underserved (i.e. Blue Ocean tactics).  What they did instead was find established consumers of steel, and offered them a cheaper way to purchase a low-end product (in this case, rebars).  Again, these consumers were not new: they already purchased rebars from the established steel mills.

Because the profit margin on these was so low, the established mills were okay with ceding that area to the mini-mills. The problem is that those mini-mills then gradually moved up the product chain until they became the new kings of steel. To sum, the upstart disruptor can succeed by going after the competitor's established territory, as long as it targets an area that the competition possesses but does not care enough for to engage in a sustained competition.

Disruption only requires that you offer a new value, not that you find new customers.  It may be easier to start when you're unopposed (Blue Ocean), but it's not necessary to do so.

Okay, but in this case, Nintendo got back on top with the blue ocean, and are now going upmarket.