a best practice of enterprise 2.0: the photoviva case study
DESCRIPTION
These slides were created for our presentation of the paper at the IX Conference ITAIS Organization change and Information Systems, 28-29 September 2012. The article studies the Photoviva's system (http://www.photoviva.com) for creating users designed and customized iPhone cases and web 2.0 strategies used by the company. If you are interested in the complete article, it will be published in a volume by the German publisher Springer. Le slide sono state create per la presentazione del nostro articolo durante la conferenza ITAIS Organization change and Information Systems a Roma il 28-29 Settembre 2012. L'articolo studia il sistema http://www.photoviva.it per progettare e personalizzare cover per iPhone e le strategie web 2.0 messe in atto dall'azienda. Se sei interessato all'articolo completo, sarà pubblicato in un volume edito dall'editore tedesco Springer.TRANSCRIPT
A Best Practice of Enterprise 2.0: A Best Practice of Enterprise 2.0:
the the Photoviva Case Study..
D. ConsoliUniversity of Urbino “Carlo Bo”
W. Del Pretee-leva
Itais 2012Rome, September 28-29
AgendaAgenda
Aim of the presentation
The enterprise 2.0 model
The case study Photoviva
Conclusions
Aim of the paperAim of the paper
To present a Photoviva case study, a brand of a small company that implements the new model of Enterprise 2.0
ENTERPRISE 2.0 MODELENTERPRISE 2.0 MODEL
Enterprise 2.0 - DefinitionsEnterprise 2.0 - Definitions
“Enterprise 2.0 is the use of emergent social software platforms within companies, or between companies and their partners or customers" (McAfee, 2006).
An Enterpise 2.0 is an organizational and technological model based on active participation of all stakeholders (customers, suppliers, sponsors, business partners) in the sharing of internal and external knowledge.
Features of Enterprise 2.0Features of Enterprise 2.0
Keywords: sharing, collaboration and cooperation with all business stakeholders
New ways to work: open, bottom up and interconnected
Customer involvement: customer can be involved in all productive processes: design, development, production, testing and marketing.
New concepts 2.0New concepts 2.0
- Prosumer (Toffler, 1980)- User Generated Content (UGC) (Strobbe et al., 2010)- Long tail (Anderson, 2006)- Market are conversations (Levine et al., 200)
- Mass customization (Tseng, and Jiao,2001) (Kaplan and Haenlein, 2006)
- Open Innovation (Chesbourg, 2003)
- Peer-to-peer production (Tapscott and William, 2006)
- Crowdsourcing (Howe, 2006)
Examples of companies 2.0Examples of companies 2.0-In Canadian manufacturer John Fluevog, customers participate actively and creatively in desinging new models of shoes.
-The Mulino Bianco is available to listen any proposal on the conception of new biscuits. Ideas can be proposed and voted; the best one will be realized.
-In the website "Fiat 500" (500 Wants You - www.fiat500.com) any consumer contributed creatively to the design of the new car.
-Lego (lego.com) is a good example of a company that involves customers in developing a new line of robots “Mind Storms”.
Photoviva.itPhotoviva.it and and Photoviva.comPhotoviva.comCustom iPhone and Smart Phone CasesCustom iPhone and Smart Phone Cases
Enterprise 2.0:design, development, production and marketing
Enterprise 2.0Enterprise 2.0
“the customer an be involved in all processes: design, production, testing and marketing”
Time's person of the yearTime's person of the year
20042005
2006
Many 2.0 sites are authoring toolsMany 2.0 sites are authoring tools
• www.youtube.com• www.facebook.com• www.blogspot.com• www.twitter.com• www.flickr.com
What if we apply the same concept to the product design?
Enterprise 2.0 in design: Mass CustomizationEnterprise 2.0 in design: Mass Customization
•livinglabs.mit.edu
Create your casesCreate your cases
Create your casesCreate your cases
2.0: Development and Production2.0: Development and Production
2.0 in marketing: Share on Facebook2.0 in marketing: Share on Facebook
2.0 in marketing: Share on Facebook2.0 in marketing: Share on Facebook
Customer care: Facebook's feedbackCustomer care: Facebook's feedback
Customer care: Facebook's feedbackCustomer care: Facebook's feedback
Customer care: Facebook's feedbackCustomer care: Facebook's feedback
Art Cases and other partnersArt Cases and other partners
Art Cases and other partnersArt Cases and other partners
Art Cases and other partnersArt Cases and other partners
Art Cases and other partnersArt Cases and other partners
Parntership with other brands Parntership with other brands
Pubblic Relation and BlogsPubblic Relation and Blogs
Web Marketing 2.0 Web Marketing 2.0
• Partnership: www.eroticpink.com
• Public Relation and Blog
• Reviewhttp://www.iphoneitalia.com/photoviva-presenta-le-cover-personalizzate-di-san-valentino-331546.html
Video Review http://www.youtube.com/watch?feature=player_embedded&v=erKaRY5dlpg
• Contestshttp://apple.hdblog.it/2011/10/14/vincitori-contest-photoviva/
PhotovivaPhotoviva
www.photoviva.itwww.photoviva.com
www.facebook.com/photovivatwitter.com/CoverPhotoviva
Thanks for your attentionThanks for your attention
Domenico [email protected]
Walter Del [email protected]
ConclusionsConclusions
Photoviva is a brand of a small company that continually applies new and innovative ideas in the business exploiting the contribution of customers.
Photoviva involves customers in the productive process designing unique and personal covers by the website.
This small company implements inside advanced business concepts: prosumer, co-production, mass customization and open innovation.