The Blue Ocean Strategy is a great book by Kim and Mauborgne (Harvard Press) that looks at how exciting new  products can be created at the development stage by focusing on uncontested market space.

In the book the authors argue that instead of companies trying to be better than the competitors and fighting over market share they should instead focus on making the competition irrelevant by creating uncontested Blue Ocean market places where new demands of customers are satisfied.  Rather than trying to beat the competition at their own game businesses looking for uncontested space should answer four questions:

• Which of the factors that our industry takes for granted should be eliminated?
• Which factors should be reduced well below the industry’s standard?
• Which factors should be raised well above the industry’s standard?
• Which factors should be created that the industry never offered?

I found the book a good read and like anyone who learns about a new model or concept I wanted to try it out on one of our products at home.  I knew that no-one here had read the book before designing the MultiSmart Pump Station Manager over five years ago so it would be a good test. I am now sitting down and will do my best to answer the four questions:

• What did we eliminate that the industry took for granted?
That is easy. We took away the need to bring in a third party expert to set up, commission or make changes to the configuration of pump control in a lift station. It was all made so easy to use that any operator could be given simple training to do it and save themselves big dollars!

• What factor did we reduce below the industry standard? 
After thinking about that for a while it occurs to me that the MultiSmart reduces the number of moving parts found in any panel or station control box. The standard control panel is full of gear. A MultiSmart takes a lot of that away – up to 14 different devices are eliminated from one panel, maybe more. Again – big savings.

• Which factors did the MultiSmart raise well above the industry standard?
One of the biggest issues for the industry is getting enough data from lift stations and pump station. On average the industry is used to controllers providing less than 50 tags. We saw that as being the big picture for customers. The more information you have to hand the better your decision making. Asset managers are becoming more focused on network management, efficiency, energy and operating costs. Information and lots of it was going to be the key. We upped the ante with the MultiSmart and brought back 500 tags of data (and growing).  This allows greater level of control and monitoring than ever offered before in a controller.

• Which factor did we create that had not been offered before? 
Going back to the book for examples the authors showed how Cirque Du Soleil had solved this by being the first to offer a high level of theatre to their industry (Circus entertainment). That leads me to say that the MultiSmart was the first to offer an out-of –the-box solution for full pump station management. All the hard work has been done for you.  All the smarts come with the unit and we provide free upgrades as we develop them.

You might agree with me on those answers or you might not. My view is that they stand up to some scrutiny but I would love to hear if anyone has a different view.

Wayne Patterson, CEO General News, Industry MultiSmart, Pump Controller, Pump Station Management