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Photography in Photography in Second Life Second Life
- A resource-based - A resource-based analysis analysis
In Second Life there are…In Second Life there are… … …thousands of photographers, both pro’s and… thousands of photographers, both pro’s and… … …amateurs, working in… amateurs, working in… … …hundreds of different photo hundreds of different photo
studios…studios………specialised in different branches such as…specialised in different branches such as… … …wedding photography, wedding photography,
Strategy:Strategy: PHOTOLIFE seeks to promote creativity PHOTOLIFE seeks to promote creativity by giving photographers a variety of powerful by giving photographers a variety of powerful tools and user-friendly options. Goal is to to tools and user-friendly options. Goal is to to build a high quality photography tool that build a high quality photography tool that eliminated limitationseliminated limitations
Structure:Structure: Partnerships with independent Partnerships with independent contributors. Everyone reports to Oom or the contributors. Everyone reports to Oom or the general Manager Colleen Criss. 700 person general Manager Colleen Criss. 700 person PHOTOLIFE TeamPHOTOLIFE Team
Systems:Systems: Single creator concept Studio System Single creator concept Studio System
Style:Style: Entrepreneurial leader, deep knowledge Entrepreneurial leader, deep knowledge and enjoy helping others. and enjoy helping others.
Staff:Staff: Maggie Mahoney (CEO/Editor of Runway Magazine), Maggie Mahoney (CEO/Editor of Runway Magazine), General Manager Colleen Criss and Oom. Other General Manager Colleen Criss and Oom. Other certified photographers and studio design managerscertified photographers and studio design managers
Skills:Skills: Professional photographers and instructors, not Professional photographers and instructors, not just a “box and light” studio. Concept design and just a “box and light” studio. Concept design and exceptional customer service exceptional customer service
Shared values:Shared values: Honesty and support, Care for customers Honesty and support, Care for customers and bringing them in as a part of the family. The end and bringing them in as a part of the family. The end result is “photographers helping other photographers.”result is “photographers helping other photographers.”
2. Identifying Resources and 2. Identifying Resources and CapabilitiesCapabilities
Tangible ResourcesTangible ResourcesFinancial:Financial: Borrowing capacity and liquidity from “Oom’s SL Borrowing capacity and liquidity from “Oom’s SL
building company”building company”
Physical:Physical: Studio building and land, Photo equipment (camera, Studio building and land, Photo equipment (camera, light, pose stands), Studio designlight, pose stands), Studio design
Intangible ResourcesIntangible ResourcesTechnology:Technology: 21 scene memory, Hud, Gazer, Control center, 21 scene memory, Hud, Gazer, Control center,
Reputation:Reputation: Large customer base/loyalty, Reputation, Strong Large customer base/loyalty, Reputation, Strong brand, Market leader positionbrand, Market leader position
Human Reources: Human Reources: Skilled photographers, Competent teacher staff, Skilled photographers, Competent teacher staff, Innovative studio designers Innovative studio designers
2. Identifying Resources and 2. Identifying Resources and CapabilitiesCapabilities
brandbrand- Network managementNetwork management- Good teaching methodsGood teaching methods- InnovativeInnovative- Customer service mindedCustomer service minded
Avarage to aboveAvarage to aboveAvarage to aboveAvarage to above
10
Innovation
Equipment
Network
Customer Service
Yes
Yes
No Yes
Yes
Yes
Yes
No
Yes
Yes
Yes
No
Yes
Yes
No
No
4. Conclusions4. Conclusions1. How has the company performed in relation to other competitors?They have outperformed most them and are considered marketleaders as indicated by their review in popular SL magazines and
blogs and general reputation
2. What have been the reasons for superior or inferior performance? They have performed superiorly due to their unique business model.Offering unique and valuable customer service, powerful expert photography equipment, an extensive photography network,
exclusivephotography courses for beginners and consistent innovation
4. Conclusions4. Conclusions
3. How sustainable is your company’s competitive advantage?They currently have a competitive advantage, but they need to continue innovating and expanding their network if they are to maintain that
position.
4. What kind of resource and capability development does it need to perform? How should it do this?
Increased marketing and advertising may help create moreawareness for their unique offering and grow their networkIncreased investment in R&D to maintain a position as strong innovators