Brilliant Technologies: AllMax+ Optimised Smartphones

Brilliant Technologies: AllMax+ Optimised Smartphones

Introduction

The fast advances in information and technology are the norm in the contemporary world today. Innovators have to invest in information technology to develop products that solve problems and live the lives of consumers who seek ways to make their complicated lives more simplified. Brilliant Technologies has invested substantially in R&D and is confident in its Blue Ocean strategy for the futuristic smartphones called the AllMax+ series. These phones embrace future technologies and provide unique solutions to the many problems currently encountered in the present world.

1. Blue and Red Ocean Strategies

According to Kim and Mauborgne (2015), the world of marketing comprises either the red or blue ocean. The red ocean strategy includes the industries and markets in existence today, characterised by competition and already established, dominant players. On the other hand, the Blue Oceans are the unknown market spaces. They represent all the other industries that are not in existence today (Kim and Mauborgne, 2005). The high cost of manufacturing, production, and operation alongside stiff market competition makes new market entrants and developers of new products pursue blue ocean strategies over red ocean strategies. As pointed out by Kim and Mauborgne (2005), blue ocean strategies enable companies to value innovation in their industry and market approach. They avoid the overcrowded, competitive markets whose players battle for an uncertain, incremental market share.

The blue ocean strategy has been successfully adopted by other companies such as Casella Wines, Chardonnay, 5 Hour Energy (Productivity Game, 2013). These businesses based their creative and smart market strategies on four levers: eliminate, reduce, raise, and create. These levers would be looked at in detail at a later stage in the report.

1. Brilliant Technologies Blue Ocean Strategy Canvas

3.1 The Current Realities in the Telecommunication Mobile Industry

The mobile phone industry plays an integral part in the large ICT sector globally (Palmberg, Bohlin, and Bohlin, 2006). The industry is part of the telecommunication sector, comprising telephone companies, ICT infrastructure, and internet service providers. The sector could be divided into four significant sub-sectors. These are mobile telephony, mobile data communication, fixed data communications, and traditional fixed telecom. Brilliant Technologies is specialised in mobile telephony, is looking at exploiting unique opportunities in the lucrative global smartphone market. As pointed out by Preissl, Haucap, and Curwen (2009), the telecommunications market has a high potential for growth and innovation. New technological products and communication-based services are critical in providing solutions to people, businesses, and service provision.

Apple, Samsung, and Huawei dominate the mobile telephone industry (Doffman, 2020). The high cost of operation and marketing to build a reputable and recognisable brand make it challenging for new entrants. The fierce competition makes for customers, and brand dominance makes bring about intense rivalry, and brands fight on the market for control and global market share. It typically depicts a red ocean. Brilliant Technologies would seek to pursue a blue ocean strategy. As an innovation company, its strategy would be to exploit new market opportunities, new customer segments and provide value-adding solutions to the newly created customers. The customer needs identifying would get fulfilled by using its smartphones.

3.2 Alternatives Offering through the Blue Ocean Strategy

Kim and Mauborgne (2005) stated that blue ocean strategies enable companies to avoid the red ocean incremental market share battles. Instead, they focus on opportunity maximising and risk minimising. Brilliant Technologies would thus focus on reconstructing the industry’s market boundaries in uncontested market spaces. The blue ocean strategy would be based on the six principles provided by Kim and Mauborgne (2005). These are, first, the identification of commercially compelling opportunities to exploit. Secondly, investing in ROI in the long term. Thirdly, reaching beyond the current demand. Fourth, to build a robust and sustainable business model that is risk-averse and guarantees healthy profits. Fifthly, overcome organisational hurdles. Finally, to motivate a workforce to execute the strategy successfully.

3.3 The 3 Critical Factors to Unlock the Blue Ocean Strategy for Brilliant Technologies

3.3.1 Focus

The focus would be to develop a futuristic smartphone for health-conscious, information-sensitive, actively working consumers who need well researched scientific-based information and facts to base their decisions. Virtual Reality and Artificial Intelligence would change their lifestyles to a minimalist level to receive information on a need-to-know basis.

3.3.2 Divergence

What will make it different and apart from the AllMax+ series of smartphones is the simplicity in its sophistication and significance. The innovation’s value would be in the medical solutions it provides to the busy, actively working consumers who need to be as healthy as they are informed. The smartphone devices would be smart, adaptable to need, portable, self-powering, and regulated, informative, personalisable to a person’s liking, and cost-effective. The AllMax+ series will be produced as limited editions. The customers will have a mate, smart companion, and tool that simplifies their lives.

3.3.3 Tagline

Brilliant Technologies will adopt the tagline’ Simplified for Significance’ for all its

AllMax+ smartphones.

3.4 Value Proposition

The value proposition is summarised as below:

Eliminate.

• Waste of Resources
• Man Hours in Development per unit
• Bloated unnecessary applications and software

Reduce

• Cost of production
• Material components used
• Weight of device
• Waste from disposal of device

Raise

• Quality of the smartphone
• Power usage
• Stakeholders in product development.
• Sustainability

Create

• Work station
• AR
• 3D Display
• Minimalism
• Optimised productivity
• Adaptability to users’ needs
• Medical smart platform
• Uncompromised security

Table 1, Value Proposition (Own Research, 2021).

3.5 Key Strategic Partners

Brilliant Technologies will work with several strategic partners in developing its unique, futuristic smartphones for actively working users. These are:

No.

Company

Specialisation

Research in Motion

Cyber security development

INTEL

Superior Processor Development

Google

Search Engine on the internet

Medtech

Specialised Medical Programming

Energeous

Develop a remote smartphone charging system

Table 2, Key Strategic Partners (Research, 2021).

1. Critical Success Factors (CSFs)

Brilliant Technologies will rely on the following CSFs in development of AllMax+:

No.

Strategic Focus

Details

1.

Strategic Corporate Focus

Technological Leadership, Effective Management, Proper Production Planning and Execution of Strategy

2.

Human Resource

Recruitment of Talent, Training, Development of Skills

Operations

Systems of operations, delivery of value

Finances

Use of company assets, facilities and equipment

Marketing

Customer Care, PR, Sales

R&D

Users, strategic partners, focus groups, sustainability

Table 3, Brilliant Technologies SCFs (Own Research, 2021).