Blue Ocean Strategy - Russia’s shift from Red to Blue

Blue Ocean Strategy - Russia’s shift from Red to Blue

Today our spotlight is on Russia, and its first Blue Ocean Strategy success story: Enforta.

About Enforta: Currently the leader of wireless broadband providers’ market in Russia, Enforta was set up in 2003 by a couple of international telecom experts and enthusiasts. Fueled by the rapidly growing economy, Russia now ranks as the 11th largest country in terms of Internet users.

Enforta provides the modern small office, home office, or business with all the telecommunication services that they require including: high speed Internet, local and national telephony, email, website hosting, and even dedicated (‘VPN’) service for secure communication to branch offices. More information about Enforta is available via their website.

Blue Ocean Stragegy : In June 2005 the Company’s leadership team took part in the BOS workshop (the first one ever held in Russia) lead by Gabor.

In the words of Victor Ratnikov, Enforta’s General Director:

Blue Ocean Strategy : Enforta’s Blue Ocean was already identified by the Company leaders prior to the workshop (First to market in regional markets), yet the 2 day session helped enormously to define the innovation strategy more precisely using BOS instruments and concepts, to involve the whole management team in the strategy process and to sell the idea to potential investors. As the result of the workshop, the Company defined their customer offer more clearly and identified the most important points in which it should be better than other providers in the market.

In just two years since the launch of the first project the Company gained 15% market share among 300 providers, and the market share is growing day by day. The customer share growth rate as well as the rate of performed installments exceed those of any other provider in the market segment.