The market universe is composed of two types of oceans: red oceans and blue oceans. Red oceans are all the industries in existence today; they are increasingly characterized by intense competition. Blue oceans are all the industries not in existence today; they are untouched and uncontested. Companies need to go beyond competing; they need to create blue oceans. This article* presents the value curve framework (Four questions to be asked for the redefinition of what) that can enable firms to develop blue ocean strategies. *Kim, W. C., & Mauborgne, R. (2005). Blue ocean strategy: from theory to practice. California management review, 47(3), 105-121. Analyze the industry in which ONE PLUS is operating, using The Strategy Canvas tool.