I think of it in terms of: do customers already know that they want/need it - alternativly phrased - does is it solve a current customer need/painpoint? Taking

I think of it in terms of: do customers already know that they want/need it - alternativly phrased - does is it solve a current customer need/painpoint? Taking that into account, google is indeed rather a red ocean idea. Whereas, the iPhone was a Blue Ocean product. The original iPhone was a bad phone to make calls with, it didn’t know MMS and no App Store. Many would prefer a Blackberry back then for serious stuff. But, is was magical enough to create a new market through its appeal.