Aramob: creating blue ocean or diving into the red ocean

Andrea Dimitris, the founder of Aramob, faced a dilemma in gaining market share against the dominant trio. Aramob's features resembled those of Samsung and were compatible with Android apps. To achieve a 15% market share, the Aramob board invested in human resources and established a joint venture with a Korean company. Analysing the Cypriot market, Andrea found a 151.7% penetration rate of smartphones and a customer mindset with increased restraint and realism. This highlighted the importance of strategic decisions. Andrea had to decide whether to be groundbreaking, divergent, or align with established smartphone leaders, replicating successes in finance, entertainment, and shopping mobile apps.