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This month's most innovative announcement was Swisscom’s digital photo service, #shotby. It is rare that an “infotainment” service for consumers would appear in Ovum’s Innovation Radar. But Swisscom’s #shotby service is certainly novel and fun.


  • However, the inaugural “#shotby Bryan Adams” photo project for Swisscom was not implemented due to technical difficulties with the app, which was developed by a third party. Therefore, it serves as a warning to telcos on the risks of external app development.

Features and Benefits

  • The service innovation #shotby offers operators a strong opportunity to build brand awareness.
  • It shows that partnering with the right partner is crucial, and sometimes collaboration does not work out.

Key questions answered

  • Why did we choose #shotby as our service innovation of the month, when the reality is, the service never launched?
  • Why did we give #shotby our highest ranking for uniqueness in service innovation?

Table of contents

Ovum view

  • Summary
  • #shotby is a case study of a cautionary tale
  • #shotby needs social media to be a success


  • Further reading
  • Author

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