As a part of our academic research study at Global MBA Program at S P Jain Center of Management, we performed the market study of the succes factors of an Online learning community specific to Photography in Singapore.

1. Success Factors of an Online Community in Photography Industry Group 5 Abhay Raj Mittal (GNOV10IT039) Erick Prajogo (GNOV10IT047) GarimaSaxena(GNOV10IT048) SP Jain Center of Management GMBA - NOV10 (c) Group 5 2011 SP Jain Center of Management, Singapore Applied Research Project

2. Agenda Introduction Objectives Research approach Research analysis Findings Limitations Recommendations Conclusion SP Jain Center of Management GMBA - NOV10 (c) Group 5 2011

3. Introduction About online community Rise in photography industry Identfying the gap SP Jain Center of Management GMBA - NOV10 (c) Group 5 2011

4. Objectives Study the success factors of Online Community from literature review Research the success factors from users perspective How does the company stand to benefit from an Online Community SP Jain Center of Management GMBA - NOV10 (c) Group 5 2011

5. Research approach Secondary data Questionnaire design Sampling Pilot Testing Primarydata Survey Interview SP Jain Center of Management GMBA - NOV10 (c) Group 5 2011

6. Research analysis Data transformation Cross tabulation Factor analysis SP Jain Center of Management GMBA - NOV10 (c) Group 5 2011

7. Our Findings SP Jain Center of Management GMBA - NOV10 (c) Group 5 2011

8. Framework SP Jain Center of Management GMBA - NOV10 (c) Group 5 2011 Brand Value/Sales Online Community Purposes of Joining Attraction of New Members Collaboration

9. Demography 60% of Respondents are practicing photography 60% of Respondents are possesing Digital SLR 80% at least aware about basic skill in using camera Contain different nationalities Indian Singaporean Indonesian SP Jain Center of Management GMBA - NOV10 (c) Group 5 2011

10. SP Jain Center of Management GMBA - NOV10 (c) Group 5 2011

11. Purpose of joining To get unbiased opinion on respondent’s photograph To get reliable product review To maintain collection of pictures To build portfolio and gain exposure SP Jain Center of Management GMBA - NOV10 (c) Group 5 2011

12. Purpose of Joining SP Jain Center of Management GMBA - NOV10 (c) Group 5 2011

13. Attractionof New Members Camera knowledge Suggestion – recruiting members via correct channel Showcasing photo taken by members Well designed user interface Marketplace Photography experts SP Jain Center of Management GMBA - NOV10 (c) Group 5 2011

14. Attraction of New Members SP Jain Center of Management GMBA - NOV10 (c) Group 5 2011

16. Respondents are open minded

17. Promote knowledge based sharing

18. Not expecting something in return

19. Improving one skillsSP Jain Center of Management GMBA - NOV10 (c) Group 5 2011

20. Incentives to collaborate SP Jain Center of Management GMBA - NOV10 (c) Group 5 2011

22. Years of Practice

23. Purpose of joining as:

24. Get unbiased opinion

25. Build portfolio

26. Product Reviews

27. Competition

28. Collection of Pictures

29. Joined based on RecommendationIndependent Variables SP Jain Center of Management GMBA - NOV10 (c) Group 5 2011

30. Ownership of Camera Bridge Camera Factors Professional DSLR SP Jain Center of Management GMBA - NOV10 (c) Group 5 2011 Factors

31. Ownershipof Camera Experience Level > 4 years Factors SP Jain Center of Management GMBA - NOV10 (c) Group 5 2011

33. Existing members or new members

35. Advanced level users – eager to know the product developments and reviews.

36. 53% advanced users already member of multiple communities. SP Jain Center of Management GMBA - NOV10 (c) Group 5 2011

37. Benefits for camera company Objective to understand the benefits to the company from: The User perspective. The Industry perspective. 24% users – Product promotions. 40% users – Interested in workshops. 78% users – Seek Customer service for their products. SP Jain Center of Management GMBA - NOV10 (c) Group 5 2011

39. Product reviews

40. Better Customer service and Technical support.

41. Regular Campaigns like Recycle Camera, Workshops, Photowalks and Online Product promotions.SP Jain Center of Management GMBA - NOV10 (c) Group 5 2011

42. Qualitative analysis Kodak: Efforts to build strong customer relationship through Social Media. Seeking ways to build Brand. Already initiated in US. Olympus: Various sites in Singapore Less influential Power Less ROI Online Community – as Long term investment SP Jain Center of Management GMBA - NOV10 (c) Group 5 2011

43. Limitations Multiple nationalities Limited accuracy Type of scaleused Focus on users whoown Camera. SP Jain Center of Management GMBA - NOV10 (c) Group 5 2011

44. Way Forward Target more respondents Interview camera show owners Research on Stock Photography Business Focus on funneled respondents SP Jain Center of Management GMBA - NOV10 (c) Group 5 2011

45. Conclusion Success factors of Online Photography Community Participation and willingness to learn Target the amateur segment of users Get closer to the customers SP Jain Center of Management GMBA - NOV10 (c) Group 5 2011

46. Thank you !! SP Jain Center of Management GMBA - NOV10 (c) Group 5 2011