Photoviva is a case study of a small company that successfully implements an Enterprise 2.0 model. The company involves customers in the design, production, testing and marketing of customized iPhone and smartphone cases. On its website and through social media, Photoviva allows customers to design their own unique cases, provides feedback opportunities, and partners with other brands in its marketing. This small company exemplifies Enterprise 2.0 concepts like prosumer, co-production, mass customization and open innovation.

1. A Best Practice of Enterprise 2.0:
the Photoviva Case Study.
D. Consoli
University of Urbino “Carlo Bo”
W. Del Prete
e-leva
Itais 2012
Rome, September 28-29

2. Agenda
Aim of the presentation
The enterprise 2.0 model
The case study Photoviva
Conclusions

3. Aim of the paper
To present a Photoviva case study,
a brand of a small company that
implements the new model of
Enterprise 2.0

4. ENTERPRISE 2.0 MODEL

5. Enterprise 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.

6. Features 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.

7. New 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)

8. Examples 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”.

9. Photoviva.it and Photoviva.com
Custom iPhone and Smart Phone Cases
Enterprise 2.0:
design, development, production and marketing

10. Enterprise 2.0
“the customer an be involved in all processes:
design, production, testing and marketing”

11. Time's person of the year
2004
2005
2006

12. Many 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?

13. Enterprise 2.0 in design: Mass Customization
•livinglabs.mit.edu

14. www.photoviva.it

15. Create your cases

16. Create your cases

17. 2.0: Development and Production

18. 2.0 in marketing: Share on Facebook

19. 2.0 in marketing: Share on Facebook

20. Customer care: Facebook's feedback

21. Customer care: Facebook's feedback

22. Customer care: Facebook's feedback

23. Art Cases and other partners

24. Art Cases and other partners

25. Art Cases and other partners

26. Art Cases and other partners

27. Parntership with other brands

28. Pubblic Relation and Blogs

29. Web Marketing 2.0
• Partnership: www.eroticpink.com
• Public Relation and Blog
• Review
http://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
• Contests
http://apple.hdblog.it/2011/10/14/vincitori-contest-photoviva/

30. Photoviva
www.photoviva.it
www.photoviva.com
www.facebook.com/photoviva
twitter.com/CoverPhotoviva

31. Thanks for your attention
Domenico Consoli
domenico.consoli@uniurb.it
Walter Del Prete
info@e-leva.com

32. Conclusions
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.