CardieX is planning a thrust into the Japanese cardiac device...

CardieX is planning a thrust into the Japanese cardiac device market.

The market is dominated by global BP player Omron. Omron is based in Kyoto.

CardieX CEO Craig Cooper has tasked new VP of Corporate Development, Zihan Lin, with developing and executing a Japan market strategy.

This strategy will be “disruptive”, to use one of Cooper’s pet terms.

Meanwhile, Omron has launched a disruptive strategy of its own - this time in the media market.

Omron has partnered with CNN to sell Omron BP devices on the CNN Underscored digital platform.

The novel deal is linked to performance. When Omron sells a device, CNN receives a commission.

Right now, CNN Underscored is promoting Omron's new HeartGuard cuffed smartwatch for $499.

The association between CNN and Omron won’t be lost on media buff Craig Cooper.

He’s a sometime backer of BuzzFeed and The Huffington Post. And he’s been host of and investor in the Adventure Capitalists on CNBC.

CNBC is a key CNN rival.

Is Omron Healthcare’s US CEO Ranndy Kellogg trying to “wedge” Craig Cooper?

If he is, expect a feisty response.