A couple years back in our Technology Values series we analysed the role of user creativity and how this developing mindset would impact businesses. Two points we made:
- Companies will harness user-led innovation as a low-cost way to boost R&D and give lead users a role in the design and creation of new products, services, and content.
- Beyond the creative and content benefits, supporting user creativity could yield valuable public relations and marketing benefits.
When I saw mention of Getty Images' Flickr Collection on AppScout it struck me as a great example of both of these things. Getty editors are scanning Flickr for great photographs and inviting the Flickr members who took them to have their images in Getty's collection for commercial licensing. Getty gets to troll an ever-growing collection of pics for new commercially viable content. They also get to show the world that they aren't just an old-school stock photo company with a nice website, but instead understand and value user-generated content. Good play Getty.
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