The microstock photography industry took shape in the early 2000s, when iStockphoto commercialized its online catalogue of images contributed by a community of amateur and semi-professional photographers. This case takes place about four years after iStockphoto’s purchase by Getty Images, an event that signalled a shift of market dominance from traditional stock photo houses to their microstock competitors. The industry has changed dramatically. Three firms – iStockphoto, Shutterstock and Fotolia LLC – control the lion’s share of a mature market, and each dominates a particular segment. The Fotolia management team must find ways to grow Fotolia N.A., even as competitors also seek to exploit the “long tail” in the market. The case asks students to develop strategies to generate new revenue in this rapidly changing environment.