"Fidelity Swap" is a new term coined by Kevin Maney to describe a principle which customers constantly use to make trade-offs between the 'Fidelity' and 'Convenience' of products as well as services. According to Maney, the fidelity concept can be used in "dreaming up new products, positioning brands, planning company strategy, or analyzing competitors."
This document ties the Fidelity Swap concept to the concept of the Blue Ocean using the example of Apple's iPhone and iPods. While Maney accepts the existence of trade-offs and says that companies that are successful choose to focus on either fidelity or convenience, W. Chan Kim and Renee Mauborgne - in their presentation of Blue Ocean Strategy and value innovation - advocate the elimination of trade-off.
This document integrates the concepts of Fidelity Swap, Blue Ocean (Strategy), and the Long Tail using the visual tools of Blue Ocean Map and Blue Ocean Radar. These tools not only illustrate trade-offs that customers make but also the Blue Ocean Map and Radar can be used to resolve these trade-offs as well as develop Blue Ocean Business Models.