Details

Autor(en) / Beteiligte

• Robert DeFillippi
• Pat Hunt
• Colette Dumas
• Ken Hung

Titel

Crowd-sourcing and the evolution of the microstock photography industry: the case of iStockphoto and Getty Images

Ist Teil von

• International Perspectives on Business Innovation and Disruption in the Creative Industries, 2014, p.223-246

Ort / Verlag

Edward Elgar Publishing

Erscheinungsjahr

2014

Link zum Volltext

Quelle

Alma/SFX Local Collection

Beschreibungen/Notizen

• This chapter examines how a series of digital technology advances in photography transformed the stock photography industry’s value chain and the relationships between creative content contributors and those microstock agencies that aggregated their content for sale to end users. The case study includes an extensive historical review of the stock photography industry in general and two important stock photography players, iStockphoto and Getty Images. The chapter next details how the iStockphoto model of crowd-sourcing creative content is utilized by Getty Images (which acquired iStockphoto in 2006) and is reflected in Getty Images’ current practices and challenges it is facing in content acquisition, contributor relations and its digital platforms for managing both creative content and contributor relations. Theoretically, this chapter will argue that the changes that have occurred in stock photography constitute a digital disruption of the industry and have transformed its practices for content acquisition, content editing and contributor transaction and relationship management. The primary innovation that will be the focus of our chapter concerns practices associated with crowd-sourcing of content acquisition and content editing. A related theme will be an historical overview of the evolution of business models (including rights management and pricing) and how these have transformed the relationship between content contributors and stock agencies such as Getty Images. The chapter concludes with implications of these transformations for the industry and Getty Images. Data for this chapter is derived from both primary and secondary sources. A set of interviews with seven members of senior management of Getty Images conducted between February and April 2013 served as a primary data source. The managers interviewed were executives responsible for strategy and business development, product development, contributor relations, creative content and content editing.