Shutterfly Reinvents Its Mobile Strategy with Redesigned iPhone App
Shutterfly, the pioneering photo and personal publishing platform established in 1999, has unveiled a completely redesigned iPhone application—marking a significant leap forward in its mobile capabilities. This strategic move follows the company’s September 2022 acquisition of Penguin Digital, a startup specializing in mobile photo printing solutions.
Key Features of the New Shutterfly App
- Comprehensive Photo Management: Access photos from Camera Roll, Photo Stream, albums, Facebook, Instagram, and Shutterfly’s unlimited cloud storage
- Mobile-First Ordering: Create and order photo prints and gifts (mugs, iPhone cases, etc.) directly from your device
- Exclusive Print Sizes: 4×4” (perfect for Instagram), 4×6”, 5×7”, 8×8”, and panoramic options
- Competitive Pricing: Prints starting at just $0.15
Why Mobile Matters for Shutterfly
Karl Wiley, Shutterfly’s General Manager, emphasizes the critical importance of mobile optimization: “Mobile commerce and photography are the new normal. With 40% of U.S. photos expected to come from smartphones next year, we needed to ensure our service meets mobile users’ needs.”
Addressing Market Demands
The acquisition of Penguin Digital (for $7.1 million) and its flagship Mobile Photo Factory (“MoPho”) app demonstrated Shutterfly’s commitment to catching up with mobile trends. The new app incorporates many of MoPho’s popular features while integrating Shutterfly’s extensive photo storage capabilities.
Unlimited Storage: Shutterfly’s Competitive Edge
A surprising advantage? Shutterfly offers:
- Truly unlimited photo storage
- Original resolution preservation
- Completely free cloud storage
With over 15 billion images already stored, this differentiator supports the company’s business model focused on print orders rather than storage fees.
User Experience and Future Developments
While the app boasts an attractive, intuitive interface, some users may encounter occasional upload interruptions due to iOS background task limitations. Shutterfly plans to expand mobile offerings based on user feedback, potentially including:
- Greeting cards and stationery
- Simplified photo books
- Subscription-based options
Availability: The app is now live in the Apple App Store. Android users can access Shutterfly’s mobile-optimized website.
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