As Blue Ocean Strategy shows us, untapped value is often hidden in complementary products and services. When looking across complementary offerings companies can create blue oceans by zeroing-in on new types of offerings that add new dimensions of value to their current product or service.
Take for example the California Department of Transportation, which has found a new way to unlock value for motorists — from SF Gate:
Solo commuters looking for a faster drive through Los Angeles during rush hour will have the option of using toll lanes late next year for a fee.
Members of the Metropolitan Transportation Authority board approved rates, ranging from 25 cents to $1.40 per mile, on Thursday for portions of Interstate 10 and state Highway 110.
The MTA and the California Department of Transportation will convert existing carpool lanes on those two freeways to toll lanes.
Carpoolers won't be charged. Solo drivers will be allowed to use the lanes if they pay the toll, with rates varying depending on traffic levels. When congestion is heavy, the rate will be higher; when demand is low, they'll pay less.
The MTA says the lanes will open December 2010.
Members of the Metropolitan Transportation Authority board approved rates, ranging from 25 cents to $1.40 per mile, on Thursday for portions of Interstate 10 and state Highway 110.
The MTA and the California Department of Transportation will convert existing carpool lanes on those two freeways to toll lanes.
Carpoolers won't be charged. Solo drivers will be allowed to use the lanes if they pay the toll, with rates varying depending on traffic levels. When congestion is heavy, the rate will be higher; when demand is low, they'll pay less.
The MTA says the lanes will open December 2010.
[Image via thedailygreen.]
