![]() After revolutionarizing how pepople listen to music thanks to the iPod, Apple adopted the same strategy with the iPhone. In parallel a new business model is appeared too, Apple represents the symbol of this business case study. In his very accurate article about ‘ What is Web 2.o?‘, Tim O’Reilly details precisely which new paradigms has emerged from the web (r)evolution during the past decade. ¬ demonstrating how LEGO Digital Designer is one piece of the LEGO strategy to adopt this new model. ¬ defining the pivotal place of interaction design ¬ describing what I mean by the Web 2.o business model, For that I will try to illustrate this software interest very shortly by : Interested by social networking, I will try to introduce LDD by integrating it in a more conceptual approach. And LDD was one of these evolution which bluffed me! □ After evaluating how LEGO evoluated during the last 20 years, I was really bluffed. Surprised because I had no more reason – I thought – to be involved with LEGO until my first daughter appeared on this world 3 years ago. Nevertheless, I was personaly surprised and interested by LDD because of the nature of this application. Even if you always can go to your prefered toy store, and buy LEGO bricks set according to the age of the future player, or according to the – marketing – theme you wish – ( CITY, Toy Story, Atlantis, etc.) or according to your passion ( LEGO Architecture, LEGO trains, robotics with MINDSTORMS, etc.), even if you may buy your LEGO bricks online on the LEGO store, with the LEGO Digital Designer you can now build virtually your own LEGO creation, order it – building guide included ! – and share it with the community ! This approach allows users to have a bigger freedom in their creativity and to optimize their budget. Concretly LEGO Digital Designer – LDD – is a 3D content creation software which allows user to build new LEGO or CREATOR or MINDSTORMS creations in interaction with the LEGO company (web site and online store). ![]() The last week-end I installed the last version of the LEGO Digital Designer software (version 3).
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