I think, in Japan, this strategy well known to business people.
However, the people related to innovative services, do not think deeply about this strategy.
When I think about the lanchester strategy on my business that needs innovation, I often think it features are on this battlefield.
Though, we have to think the battlefield of this strategy is a user experience.
It does not mean that user wants features, user would like to be feel new experiences.
For example, It does not mean that I want beer, I would like to be fun with you!