Since Apple introduced the first iPhone in the mobile devices market 6 years ago, the world of mobile photography has changed. Development of technology enables outputs from mobile photography to be more incredible, and the technology still keeps developing. At the same time, mobile photo editing applications are still growing constantly. The executions of the pictures go beyond our imagination of how far we can go with our devices. Plus, social networking enables mobile photography to be not just a wonderful picture itself; instead it is culture. To be an outstanding brand in the mobile photography industry is not easy right now. To be the brand that people can trust when they share their pictures and to be the brand that people can use to put their infinite imagination into their pictures is also not easy. What if “Snapseed” can be the one that users want? Snapseed wants to be the representative of mobile photography culture. Snapseed wants to be for community use not commercial use.

2. AGENDA
• 5Cs
1. Company
2. Consumer
3. Competitor
4. Category
5. Culture
• 4Ps
1. Brand Pillars
2. Brand Positioning
3. Brand Promise
4. Brand Personalities
• Brand Manifesto

3. COMPANY
What’s unique to SNAPSEED?

4. EASY TO USE
“Overall Photoshop Touch for iOS sucks and isn’t
worth paying for. SNAPSEED IS EASIER TO
USE, FASTER TO USE AND UNDERSTAND.
Also free.”—SS Client

5. CHANCE TO EXPRESS YOUR CREATIVITY
“Snapseed gives you many different
ways to be CREATIVE WITH YOUR
PHOTOS! Have a try!”—SS Client

6. MORE FUNCTIONALITY. MORE VALUE.
“I switched to Snapseed. More
functionality minus the social cloud.
STILL CAN’T FIGURE OUT THE
VALUE OF INSTAGRAM.”—SS Client

7. SUPPORTED BY GOOGLE
“We’ve always aspired to share our passion
for phototgraphy with everyone, and WITH
GOOGLE’S SUPPORT WE HOPE TO
BE ABLE TO HELP MANY MILLIONS
MORE PEOPLE CREATE AWESOME
PICTURES.”—Nik Software Company

8. TRUSTWORTHY. ANY PHOTOS YOU
SHARE, IT’S YOURS.
“Google+’s Term of Services tends
to provide photographers greater
protection with a provision that
your content there can be used for
the “limited purpose of operating,
promoting and improving our services,
and to develop new ones.” NOTHING
ABOUT SELLING OFF YOUR
PHOTOS TO THIRD PARTIES THERE,
FOLKS.”—Thomas Hawk, professional
photography.

9. CONSUMER
What are the important issues
in the mobile photography?

10. USERS’ PRIVACY AND RIGHT TO OWN
PHOTOS ARE THE BIG ISSUES
“Very bad idea from Instagram, in my
opinion. I’ve just deleted my personal
account. I do not agree with you.
I’ll never pay to have an account on
Instagram, considering the huge amount
of free similar (or better) applications
for the photos.” I WILL GO FOR
GOOGLE+ WITH SNAPSEED FROM
NOW ON.”—Ex-Instagram users
“IF YOU’RE CONCERNED ABOUT
FACEBOOK/INSTAGRAM’S SLEAZY
NEW “PRIVACY” POLICY, YOU
SHOULD BE LOOKING AT SNAPSEED
as a much more capable and ethical
alternative, now.”—SS Client

11. USERS’ PRIVACY AND RIGHT TO OWN
PHOTOS ARE THE BIG ISSUES (2)
“Another reason to drop Facebook. The
list just keeps growing and growing.
Why not give Snapseed (now on
Android) a try if you like Instagram
filter? If you miss the social side of
Instagram, SNAPSEED ALLOWS
FOR DIRECT G+ SHARING. WHEN
IT BOILS DOWN TO IT, DO YOU
OWN YOUR CONTENT OR DIES
FACEBOOK? Do you feel comfortable
knowing they could be making money
off of your digital work?”—SS Client

12. USERS’ PRIVACY AND RIGHT TO OWN
PHOTOS ARE THE BIG ISSUES (3)
“Going forward, rather than obtain
permission from you to introduce
possible advertising products we have
not yet developed, WE ARE GOING TO
TAKE THE TIME TO COMPLETE OUR
PLANS, AND THEN COME BACK
TO OUR USERS AND EXPLAIN
HOW WE WOULD LIKE FOR OUR
ADVERTISING BUSINESS TO WORK.”
—Instagram cofounder, Kevin Systrom

13. EVERYONE CAN BE A PROFESSIONAL
PHOTOGRAPHER
“High quality of photos and tons
of photo editing application: WE
CAN CREATE PHOTOS THAT
HAVE ALMOST SAME QUALITY
AS PHOTOS SHOT BY DSLR
CAMERA.”—Lauren Crabbe, the
blogger from dpreview.com

14. COMPETITION
What is everyone else doing?

15. EVERYONE WANTS TO BE THE “NEW”
INSTAGRAM
“FLICKR FINALLY UNLEASHED
AN UPDATED VERSION OF THEIR,
bringing most of the website’s most
popular features to it, and within an
attractive, easy-to-use interface, old
Flickr-devotees (as well as new users)
rejoiced.”—dpreview.com
“EyeEm continued to attract mobile
shooters who were more interested in
consuming just good photos instead of
building a follower base, while ADDING
NEW CAMERA AND SHARING
CAPABILITIES WITH THEIR 3.0
UPDATE.” —dpreview.com

16. CATEGORY
What is happening in the
photography industry?

17. USERS MIGHT NOT WANT AN
ACTUAL CAMERA
“THE PERCENT OF PHOTOS TAKEN
WITH CAMERA PHONES CONTINUES
TO GROW AT A SIGNIFICANT RATE.
Conversely, the percent of photos taken
with point-and-shoot cameras continues
to fall.”—PetaPixel.com

18. MOBILE PHOTOGRAPHY INDUSTRY HAS
BEEN MORE SERIOUS RECENTLY THAN
IN THE PAST
“NEW COMING TECHNOLOGY for
camera phone allows users to shoot
THE BETTER PHOTOS BY THEIR
SMARTPHONE.”—PetaPixel.com

19. MOBILE PHOTOS PENETRATED THE
ART WORLD
“THE BIGGEST NEWS FOR MOBILE
PHOTOGRAPHY THIS YEAR WAS
HOW SOME OF THE DOORS IN THE
FINE ART WORLD FINALLY OPENED
FOR OUR ART FORM.”—Dan Berman,
founder of Mobile Photo Awards

20. CULTURE
What are trends and
phenomena?

21. MONETIZING MOBILE PHOTOGRAPHY
“EMPOWERED PEOPLE TO SELL THEIR
OWN PHOTOS, through InstaCanvas or
Instaprints, and others.”—Anton Kawasaki,
the blogger from dpreview.com

22. BLOOMING COMMUNITIES AND
CREATIVE PROJECTS
“One such online grouping was the
Tiny Collective, a group of mobile
shooters on a mission to “explore the
new mobile era of the digital arts” by
BUILDING A SHARED PORTFOLIO OF
IMAGES AS WELL AS SHOWCASING
NEW TALENT.”— Anton Kawasaki, the
blogger from dpreview.com

23. DOCUMENTING WHAT THE MOMENT OCCURS
“It became a social media photography
news event. IT WASN’T JUST
PICTURES OF YOUR LUNCH, OR
YOUR CAT -- BUT IT WAS PEOPLE
DOCUMENTING THINGS FOR AN
EVENT, WHICH I FOUND REALLY
INTERESTING.”—Ben Lowy, a
photographer who shot the original
hurricane Sandy image by his camera
phone that was used for Time Magazine

24. SNAPPING AND SHARING ARE USERS’ LIVES
“82% OF CELL PHONE OWNERS
USES THEIR CELL PHONES TO TAKE
A PICTURE.”—pewinternet.org
“Asked what they share online, 59% OF
US ADULT RESPONDENTS TO THE
INTEL SURVEY REPORTED SHARING
PHOTOS.”—marketingcharts.com

25. BRAND
PILLARS

26. HELP PEOPLE CREATE AWESOME PICTURES
SNAPSEED IS A FUN AND EASY
PHOTO EDITING APPLICATION,
ALLOWING USERS TO EASILY
CREATE AWESOME PICTURES. With
many features Snapseed provides, users
can endlessly express their creativity via
their pictures. Additionally, after Google
bought Snapseed in Sep 2012, it has had
a big opportunity to dramatically grow
up, which will provide advantages
to users.

27. RESPECT USERS’ PRIVACY AND RIGHTS
Since our biggest competitor, Instagram
owned by Facebook, has changed its
Term of Services, the users are going to
find other platforms that they can protect
themselves on, their privacy and rights in
pictures. They can also help them share
pictures. SNAPSEED WITH GOOGLE+
IS THEIR SOLUTION.

28. BIG SOCIAL MEDIA
Now, many photo-editing applications
are going to create their own social
media in order to be the “new”
Instagram. There is no reason that
Snapseed is supposed to follow them
because SNAPSEED HAS ALREADY
PROVIDED USERS A CHANNEL
TO SHARE PICTURES: GOOGLE+.
THE BIG SOCIAL MEDIA OUTLETS
PROVIDE USERS OPPORTUNITIES TO
EXPLORE AND ENGAGE
WITH OTHERS.

29. ART OF MOBILE PHOTOGRAPHY
There are a lot of new technologies
constantly improving the quality of
camera phones. Users, both amateur and
professional photographers, are taking
more shooting and editing pictures by
their mobile devices more seriously.
Until now, mobile photography hadn’t
penetrated the art world, to many
professional photographers and mobile
photography artists. According to the
Snapseed’ s motto, “Photography First”,
we believe in creativity, fun, and quality
of photos. WE CONSIDER MOBILE
PHOTOGRAPHY CULTURE TO BE
ART FORM.

30. ENCOURAGE THE BEAUTY OF
VISUAL STORYTELLING
Since mobile photography culture
has been gaining popularity, people’s
behaviors changed. Snapping and
sharing pictures are currently a part
of people’s lives. Camera phones are
great and portable tools for people
to immediately document their life.
SNAPSEED WANTS TO BE THE ONLY
PHOTO EDITING APPLICATION,
ENCOURAGING PEOPLE TO
APPRECIATE THEIR OWN STORIES
VIA THEIR OWN PICTURES.

31. BRAND PILLARS
• Help people create awesome pictures
• Respect users’ privacy and rights
• Big social media
• Art of mobile photography
• Encourage the beauty of Visual storytelling

32. CUSTOMIZATIONCONVENIENCE
COMMUNITY
COMMERCE

33. BRAND
POSITIONING

34. BRAND POSITIONING
“Snapseed is the only
representative of mobile-
photography culture that
helps people create original
awesome pictures and
encourages them to share
their own visual stories
without privacy and
rights concerns.”

35. BRAND
PROMISE

36. BRAND PROMISE
“We envision aesthetic mobile
photography for community
use not for commercial use.”

37. BRAND
PERSONALITIES

38. BRAND PERSONALITIES
Inspiring
Creative
Trusting
Connecting
Hip

39. BRAND
MANIFESTO

40. BRAND MANIFESTO
We are Snapseed. We are representative of mobile-
photography culture believing in creating community
use not commercial use. We believe that visual
storytelling, especially mobile photography, is an
extremely powerful method in terms of expressing
intense emotions and delivering meaningful
memories. We believe that telling wonderful stories
has to come with incredibly creative pictures: not the
good pictures but the awesome pictures.
We’re not the general mobile application; we’re
the leader of mobile photography culture being
enthusiastic to create the ideal mobile photography
community.
We’re not the commercial; we’re the community. We
are your friends who will never betray you. We do
not steal your pictures for making benefits. We do
respect all your own properties and ensure privacy
and rights.

41. BRAND MANIFESTO (2)
We’re not the pattern; we’re the originals. Get away
from mass production or pre-set filters for a while,
and then play around with your imagination with our
infinitely freestyle features.
We’re not a tiny stand-alone company; we’re a huge
collaborated company. While our competitors try to
create their own social media, we give you an option
to share your wonderful stories in our big supporter:
Google+
We’re not cool; we’re crazy awesome. We do not
just make you create good pictures; we do help you
create pieces of art.

42. BRAND MANIFESTO (3)
We’re not a place for uploading pictures; we’re a
place to tell stories. We believe that one picture can
express infinite emotions, feeling, and stories.
The mobile photography community was created
then collapsed for a long time. Now, We are putting
it back on track with our all beliefs to create a role
model for mobile photography industry. Again and
again, we promise that the mobile photography
must be the place for community not for
commercial, period!

43. THANK YOU