By Robert Henson, courtesy of Tall Firs Media, LLC
Change agents often come from the outside. Not mired in the near-sightedness of immediate demands and constraints of status quo, new businesses that bring about a new solution to an old problem have the benefit of pure objectivity and the flexibility to commit resources to solving (seemingly) vexing issues for incumbents â or at least carving (seemingly) obvious shortcuts.
The prior wave of change agents to image licensing, deployed unique aggregation methods (crowd sourcing) with simple low cost access (credit system). iStockphoto, Fotolia and Shutterstock all sprung forth from the graphic design and amateur photographer world, where then-present problems â like the complexity, limited inventory and cost of acquisition â were directly challenged with engaging the network effect of the crowd. As change agents, both the network effect in establishing a community and the use of DSLRs were exploited as the primary means to success. The impact to incumbents was transformative, as it displaced the industry and redefined the marketplace and its rules.
Our present-day change agents in image licensing are once again focusing in on network effects and ignoring incumbent rules, and coming from the outside to do it. Where they are coming from is reflective in their solutions, will inform their market success and adoption, and will ultimately become another leader in transforming an industry.
In a prior post I outlined how the second wave of user generated content platforms are generating significant momentum. Many new businesses that seek change agent status see the path strictly through mobile, while others mobile is secondary to their platform.
Not all mobile aggregators will survive without solving the client side of the business. Foap, a stock photo startup focusing on mobile capture harvesting from the crowd, differentiates itself by its request platform experience. Perhaps similar to what OnRequest Images attempted to spearhead years ago (but prior to the benefit of present market conditions that make aggregation possible), Foap is communicating a personalized and unique source of corporate branding/marketing content (âMissionsâ). Competitive to Foap in the request platform space is startup Snapwire and ImageBrief. Where Snapwire is more centered on engaging the mobile photographer for their request platform, to ImageBrief mobile capture is an afterthought (perhaps due to their inception prior to a viable commercial mobile capture market).
More unique paths to transforming the industry are being carved by outsiders, all stemming from equally unique places. EyeEm, often referred to as the Instagram of Europe, has been explicit on its interest to enter the image licensing market (as well as monetizing its visual recognition technology), and has both the content and the resources to leverage against its competitors. Mobile-focused, EyeEm will no doubt stake further advantages in its ability to generate a network effect through its community of users â likewise with Scoopshot, who upped the ante on incumbents Demotix (Corbis) by not only committing to the network effect of mobile, but also more importantly of Twitter. The ethereal 500px are photo enthusiasts who have succeeded in aggregating (largely DSLR) along the lines of best of breed, evangelizing curation over all else. While they have outsider status, is their proposition unique enough to be transformative?
Some of the most compelling propositions to the image industry are still from technology, through attempts to monetize things like visual recognition tech (Stipple), but some non-incumbents might have a leg up on the competition purely based on where theyâre from. Like iStockphoto, Imgembed comes from the design industry, which is a critical bridge between the needs and requirements of customers â or, more succinctly, the customer is defining the product. Imgembed seeks to solve the current gaps within unauthorized use, attribution and monetization, through an end-to-end system that provides transparency to all parties involved. Their platform could eventually be an immediate answer to not only closing gaps in the industry, but define how licensing is conducted. Given their broad exposure in the design industry, and proven ability to build an effective and influential network, they might be the change agent in a crowded field of aspirants.
**imgembed, Stipple, eyeem, imagebrief, snapwire, foap and shutterstock will all be be represented in sessions at the PACA 2013 Conference in NYC, October 20-23. Go to pacaoffice.org for more info