I recently read Reggie FIls Aime’s book “Disrupt the Game", and in it Reggie uses a phrase to describe designing the Nintendo Switch and that was a Blue Ocean. Which struck me as odd so I did some research and eventually went directly to the source and read another book called Blue Ocean Strategy. In the book they describe Blue Oceans as wide open spaces in business that isn't overcrowded by the competition who are all competing for the same business. Or in Nintendo's case when they launched the Nintendo Switch, the traditional console space that PlayStation and Xbox were competing in alongside Nintendo’s Wii U, was so competitive and oversaturated. That it was very difficult for a third player to compete in, or a RED OCEAN. So as suggested in BLUE Ocean strategy it's better to leave the crowded red oceans, to find some new open blue oceans, where Nintendo can be free to sail at their own pace.
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