SD 5163 MANAGING VALUE CREATION
WEN Nian, 17084188G
2017 FALL
Case Study of Film Camera
Value Creation in Lomography
The Vanishing and the Potential of Vintage Style
SD 5163 MANAGING VALUE CREATION
WEN Nian, 17084188G
2017 FALL
CONTENT
BACKGROUND Abstract: As the film photographer, through the case study of lomography, to analyze the value creation system and try to propose some advice for their development. Film cameras may very unfamiliar for the young generation and now from my understanding, the whole market is losing constantly. More and more films company closed like Kodak. However there are still some company try to reborn through the revelotion like Yashica, develop the digital-film camera. In this paper, I want to apply what I learnt to analyze present situation.
BUSINESS MODEL STAKERHOLDERS MAP VALUE FRAMEWORK VALUE FLOW FUTURE STRATEGY REFERENCE
SD 5163 MANAGING VALUE CREATION
WEN Nian, 17084188G
2017 FALL
BACKGROUND The original concept of Lomography is come from LOMO company. The company produces optics products, at first it manufactured military cameras for spy to record the evidence so it was a kind of pocket camera. Not stopped by the assembling, LOMO company tried to design some lens during 1925 to 1930, meanwhile the company provided optic aiming devices in world war. Between 1914 to 1936, the compony was in the first period, the industrial economy. The business changed when the specifice camera became popular. The company produced the first Russian camera called "LOMO-compact" and this camera is provided with excellent optics and electronic shutter, controlled by the exposure device. Due to its light weight (only 250 gr), small size (107x68x43,5 mm) and durability of the body, you can always carry it in your pocket or handbag [1] . And besed on LOMO-compact, our LOMO-LC A was born. In 1991, a group of Vienness student found this type of camera. They were attracted by the its "unique, colorful, and sometimes blurry" images. After lomographic society international set up, the LOMO-LC A seperated from LOMO company and formed a new brand called LOMOGRAPHY. This brand is inspired from antitechnology and designs different series of film camera, like Diana F+, La Sardina, Konstruktor and so on. In the present stage, lomography develops to the experience economy and after independence it transfer the OEM to OBM. CLIENT: From military to public VALUE
BRANDING: The symbol of vintage style
1919 Company nationalised 1914 Company founded
1925 Lens design tested
1921 Company renamed as G.O.Z
1930 Produced a first Russian camera
1936 The new camera, called the "Sport"
1928 1932 Manufacured A copy of Leica a 9x12 camera, camera developed, FOTOKOR the VOOMP I
1992 The lomographic society international founded
1962 LOMO association founded
1995 LOMO LC-A seperated and formed a new compaby
1993 Company went public,renamed as LOMO PLC
Now A serios of film camera 2006 LOMO-LC A+ replaced
SD 5163 MANAGING VALUE CREATION
WEN Nian, 17084188G
2017 FALL
BUSINESS MODEL
After the seperation of LOMO LC-A, the LOMOGRAPHY became the experience economy, it focuses on the unique experience of photographer. The camera is not only for spy to attain the evidences but also for the normal people to record their daily life. Images contain the personal emotion by using different camera to have different effect. That is the reason why LOMOGRAPHY focus on the brand experience of their customers. Also the qualities of business are changed into product-service mix, the product service system. Let us see the business model. The value proposition is lomo camera and lomo film. Besides the long history LOMO-LC A and LOMO LC-A+, the lomography has purchased the Diana F+ from the Great Wall film company, redesign the simple one called La Sardina for the beginners and developed Konstruktor for the customers to build the camera by itself. The new company develops some special lomo films like LOMOCHROME PURPLE FILM and what the film they sell can be used in all 35MM, 120MM and different size of camera no matter it is lomo camera or not.The key activities for the LOMOGRAPHY is the online community, the global lomophotographer can join the website and share the images. The key resources is new type of film and advertisement to attract more customers in the digital cameras market. The lomophotographers with the retail shops are more like partners, developing films there and share feelings in the shop. The distribution center mainly about the staffs and online shopping.
Economic paradigm Business People
Like the most of the business, Lomography also had the period from the industry economy to experience economy. In the first stage, the LOMO company was belong to the industry econmy. In this type of economy, the company focus on product function. In the begining they produce for the seceret function for spy so the camera should be produced as smaller as possible and also the images of the camera had the high quality. LOMO company focus on the products quality and tried to design and develop different kinds of camera for dynamic use or still use. Their value proposition was according to the commodities. Camera designers would have no chance to asked the feedback of these users, the spy or the soldiers.
Capvating idea Quest Skills Economic focus Approach Economic driver
STRATEGIC PARTNERS
Industry Economy LOMO company Independent production of Russian cameras Specialization of military camera devices Optics market Persuade to develop and purchase Mass and standard production
KEY ACTIVITIES
VALUE PROPOSITION
Experience Economy Lomographer Explore vintage lifestyle Expreimentation of film camera in modern life Lomography community Promote film camera lifestyle Market and branding
CUSTOMER RELATIONSHIP
CUSTOMER SEGMENT
develop the film to the digital photos lomo camera lomo instant
KEY RESOURCES
DISTRIBUTION CHANNELS
lomo film vintage camera bag
COST STRUCTURE cost in delivery, film factory and market promotion
REVENUES STREAM investment on advertisement and devloping new cameras
SD 5163 MANAGING VALUE CREATION
WEN Nian, 17084188G
2017 FALL
STAKERHOLDERS MAP Value in the first stage was created by manufacturing cameras, lens or other optics products. It was original equipment manufacture. And when they began to design and produce other kinds of lomocameras, it was original design manufacture. Now, the lomography has run the original brand management. The Lomographic Society International runs Lomography Gallery Stores and so-called "embassies" dedicated to the growth, support and public exposure of analogue photography. Customers interact through social events such as exhibits [2] and workshops . Lomography tries to improve to orignal strategy management. But the biggest chanllenge is how to survive and expanded in the digital camera dominant market.
That is all stakerholders involve the creation and the core value proposition is in the lomograher, staffs or owner of gallery and developers.
ODM OEM Value, Risk and Market POWER
Follow the stakerholders map to find who involved in this creation. The low power and low interest are the people who provide the space for the brand to have the retail shop. Also the online community should be supported by the programmer. These group of people do not creat value for the lomography. The low power but high interest are the main people who consumer the value, like the lomophotographer. They buy the fresh lomo camera or film to fulfill unique, vintage lifestyle. Before the customer, there should be the supplier to provide the materials. The suppliers especially the films providers would survive together with the film cameras. These group is like value survive group. The market is curel and especially for film camera in the digital market. Yes, it is unique but how to keep the feeling of freshness to keep the present and potential customer to creat more value ďź&#x; The question may be answerd by the high power and high interest group. The role of this group is more like scientists. They have the responsibility to create fresh film camera and lead the fashion to break the dominant market. Recent years, lomograhy publish a new series of instant camera, LOMO'Instant (Square / Wide / Automat). In the interview, the owner of Hong Kong Lomograhy Gallery Store told me because more and more people love to have the film pictues instantly and this kind of instant camera can use FUJI films, which provide the option to customers and broden the market. The last stakerholder group is the high power but low interest one. They are responsibel for the business system run but may be not interested for the core of lomography. The most point they focus on is the profits and market development.
OBM
Sponser
Regulator
Film developer
HIGH POWER, LOW INTEREST
Camera designer
HIGH POWER, HIGH INTEREST
CUSTOMER ORDERING SYSTEM
Landlord
Lomographer
LOW POWER, LOW INTEREST
Supplier
LOW POWER, HIGH INTEREST
Staffs
Tester
INTEREST
SD 5163 MANAGING VALUE CREATION
WEN Nian, 17084188G
2017 FALL
VALUE FRAMEWORK
Society Ecosystem OrganizationDoing well User Fo Ec ot opr in t
Va M lue on fo ey r
USER
The framework of user is more than money, money is for exchanging the camera or the films, but the most conern is the psychology perspective. Lomographers, the user gain the happiness of photograph when they ues film cameras. Every time we click the button is not only to shoot something but to express the moment. This is the symbolic value. That make the users have a strong belongings. When the lomographers or film photographers meet, even strangers they will communicate.
Profit
Happin- Belongess ing
Stability
Economy
Sustainability Livability of the Environment
Core Values
Wealth
Shared Drivers
Society
Reciprocity
Wellbeing
Meaningful Life
Ecosystem Organization
Ecology
Psychology
Sociology
User Experience
In this framework, doing well to sustain the business. The value surplus by the hit produts and controlled by the market. Organization, the lomography, the whole film cameras focus on the profits, on the running stronger business. The core value of lomography is "Film is Unforgiving[1]", is "unique, colorful, and sometimes blurry", is antitechnology, is vintage and back to the essential.
Fi Va lm lu Ca e fo m r er a
ORGANIZATION
Profit Stability
Economy
Happin- Belongess ing
Core Values
Wealth
ReDai co ly rd
Shared Drivers
EcoEffectiveness Sustainability Livability of the Environment
Social Pesponsibility
Ecology
Reciprocity
Society Transformation Wellbeing
Meaningful Life
Ecosystem Organization
Psychology
Sociology
User
No matter what kind of film cameras, because it is indival products, the cameras is hard to accumulate the wealth. The present society admits the digital cameras as the leader of the market. However, as the user of film cameras, it is more easier to achieve the feeling of fulfill and meaning beacause of unique. It was a nervous time for film photography when digital cameras took off in the 1990s, and seemed set to take over entirely. But with some help from Vladimir Putin - then deputy mayor of St Petersburg - the little Lomo camera became a retro cult classic, and [3] showed film had a bright future .
Va M lue on fo ey r
SOCIETY
Profit Stability
Economy
Happin- Belongess ing Core Values
Wealth
Fo Ec ot opr in t
Shared Drivers
EcoEffectiveness Sustainability
Social Pesponsibility
Ecology
Reciprocity
Meaningful Life
Psychology
Sociology
SD 5163 MANAGING VALUE CREATION
WEN Nian, 17084188G
2017 FALL
VALUE FLOW Competitors
In the Store
The value flow exsits between the customer and owner.
Financial Support
Material suppliers
Loss of Profit
New formula of film and the components of camera
Data Seasonal Price
LOMOGRAPHIC GALLERY STORE
Development
Film Factory
Out of the Store
Process Cost
Behind the Store
The value flow exsits between the factories and the brand ownership.
Financier
Possibility of Same Supplier
The value flow exsits the society support.
Deliver Cookies
Exploration of Cookie Tips
Lomography service
Buying Restiction
Strategy
Lomographer Customer
Conformable Psychology of Consumer
Salary
Sales feedback
Organization Value
Data
Online Service
Film, anti-technology Happiness & Belongings
Online Purchase
Society
Turnover
Branch Office
Expended the Store
The value flow exsits between the retail shops in different places.
Lisence
Staffs In Store
Government
Sales volume
User Value
Information Money Deliver Intangible
SD 5163 MANAGING VALUE CREATION
WEN Nian, 17084188G
2017 FALL
FUTURE STRATEGY
REFERENCE
Lomography can promote the film culture as the market point. Persuade the potential customers to escape the technical cage and use your eyes to focus on the deep meanings.
[1](n.d.). Retrieved October 28, 2017, from http://www.lomo.ru/site/english/
●
Cooperate with school and held more public lecture or workshop to make Lomography more familiar to the public. ●
● Sale,
the discount always can help to expand the market, standardlize the global shop to have the same products and discounts.
[2]Lomography. (2017, June 23). Retrieved October 29, 2017, from https://en.wikipedia.org/ wiki/Lomography#History [3]Dowling, S. (2012, November 22). Did the Lomo camera save film photography? Retrieved October 29, 2017, from http://www.bbc.com/news/magazine-20434270
Photo by me