I just finished reading an internationally acclaimed book about “how to create uncontested market space and make the competition irrelevant”.  Wow!  Can I really do that?  Well, maybe not me specifically, but entrepreneurs who have the right stuff can.  At least that’s the premise of the book by the title of this blog (minus the “and Citrix).  Why then did I add “and Citrix” to the title?  Because according to the author, “value innovation” is the paradigm required to enter into a new market space, or “Blue Ocean” and Citrix provides the innovation creating value to end customers. From page 12 of the book, “Value innovation is the cornerstone of blue ocean strategy.  We call it value innovation because instead of focusing on beating the competition, you focus on making the competition irrelevant by creating a leap in value for buyers and your company, thereby opening up a new and uncontested market space.”

These are the crown jewels of the service provider partner who uses Citrix technology to create an innovative value to end users who are looking to displace their IT services.  Think about it.  Five years ago no self respecting IT manager would be looking outside of his company to get help from someone else.  His job would have been at stake… well here we are in 2009 and guess what?  If IT managers don’t look outside for help (or another way to do business more cost effectively) their job is at stake.  What a difference a few years make.

So now we’ve got a perfect storm where companies are trying to outsource parts (or all) of their IT and we have the emergence of service providers who can meet that demand.  I talked to one of them this morning and they are creating a Blue Ocean of services through innovation created by Citrix XenApp.  The company is ExtrinsicaGlobal and they’ve got a unique Blue Ocean approach.  Started about four years ago they provided IT services to Agencies of the Government of the UK.  They began to develop a core of personnel who could ostensibly relocate entire IT resources. 

But the founder and Managing Director, Simon Smith didn’t stop there.  He realized that if he could provide these types of services to the Government, why not to the SMB market as well.  And so he began to embark on the journey of creating a Blue Ocean Strategy of IT services using Citrix XenApp and subscription licenses to provide any application, to any SMB, anywhere in the world.  To embody that approach, Simon supplies IT services to the Kawasaki World Superbike team that travels on a world-wide circuit.  At every stop, ExtrinsicaGlobal is there to supply IT services on-the-go.  Simon told me “we expect to expand this business to tens of thousands of subscribers.  With Citrix technology, it isn’t hard to see that scaling is just a matter of constructing your data center to handle the load.” 

Why is this so important to businesses today?  Well for one thing, using the same old methods just won’t work in this new world economy and businesses are waking up to that fact every day.  Good thing Citrix is at the forefront yet again of “value innovation” creating an environment for hosting the desktop in a new Blue Ocean.  If you want to find out more about how to get going with subscription services and make your competition irrelevant, just take a look at our web site or you can also visit our CSP Community online.