Title: Aramob: creating blue ocean or diving into the red ocean

Authors: Atantra Das Gupta

Addresses: Fortune Institute of International Business, Plot 5, Rao Tula Ram Marg,, Vasant Vihar, New Delhi-110057, Gurgaon, India

Abstract: 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.

Keywords: digital wallet; data; blue ocean; consumer; producer.

DOI: 10.1504/IJTCS.2025.147327

International Journal of Teaching and Case Studies, 2025 Vol.15 No.3, pp.271 - 285

Received: 03 Jun 2024
Accepted: 24 Jul 2024
Published online: 14 Jul 2025 *

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