2 december presentation new


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Measuring the Value of Mobile Apps - a project of the Smart Services CRC. This presentation briefly descrobes the project and what museums are doing in the app world.

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2 december presentation new

  1. 1. Measuring the Value of Mobile Applications Dr Lynda Kelly Head of Web and Audience Research Australian Museum 2 December 2010
  2. 2. Why mobile? <ul><li>+23 million mobile phones in Australia: </li></ul><ul><ul><li>one-third internet enabled </li></ul></ul><ul><li>App downloads (Webling, 2010) : </li></ul><ul><ul><li>iPhone store passed 5bn downloads in June 2010 </li></ul></ul><ul><ul><li>Android passed 1bn downloads in July 2010 </li></ul></ul><ul><ul><li>Blackberry app world 1m downloads daily </li></ul></ul><ul><ul><li>iPad store 35m app downloads in first 65 days </li></ul></ul><ul><li>Generation C (Nielsen, Oct 2010) : </li></ul><ul><ul><li>The connected collective consumer </li></ul></ul><ul><ul><li>“ I share therefore I am” </li></ul></ul>
  3. 3. Why museums and mobile? <ul><li>Research tells us that Australians are in these spaces greater numbers </li></ul><ul><li>Research also tells us that museum visitors: </li></ul><ul><ul><li>are in these spaces in even greater numbers </li></ul></ul><ul><ul><li>they tend to be early adopters and comfortable with technology </li></ul></ul><ul><ul><li>have higher education and income levels than general population </li></ul></ul><ul><ul><li>have high visitation from students </li></ul></ul>
  4. 4. What are museums doing with mobile? <ul><li>iTunes store search on museums and education: </li></ul><ul><ul><li>76 apps for iPad </li></ul></ul><ul><ul><li>207 apps for iPhones </li></ul></ul><ul><li>Active ‘developer’ groups on Twitter and FB: </li></ul><ul><ul><li>#mtogo, #nodem10, MCN, Museum3, </li></ul></ul><ul><li>Some cool apps: </li></ul><ul><ul><li>Melbourne Museum Please Touch the Exhibit for iPad </li></ul></ul><ul><ul><li>MoMA Abstract Expressionist New York </li></ul></ul><ul><ul><li>AMNH Dinosaurs , Cosmic Discoveries </li></ul></ul>
  5. 5. Why mobile at the Australian Museum? <ul><li>Increase access to our research and collections: </li></ul><ul><ul><li>Inspiring the exploration of nature and cultures </li></ul></ul><ul><ul><li>repurpose existing content </li></ul></ul><ul><li>Share our content + enable user-generated content: </li></ul><ul><ul><li>richer data, collections more ‘findable’ </li></ul></ul><ul><li>Build new audiences: </li></ul><ul><ul><li>+ extend experience for existing audiences </li></ul></ul><ul><li>Raise revenue / generate income: </li></ul><ul><ul><li>bring more visitors to College Street site </li></ul></ul><ul><li>Extend our brand as contemporary, connected, cool </li></ul>
  6. 6. Why measure “value” in an app? <ul><li>Extend touchpoints and reach </li></ul><ul><li>Rework user experience based on feedback: </li></ul><ul><ul><li>improve product for user </li></ul></ul><ul><ul><li>generate income </li></ul></ul><ul><li>Show synergies between websites and mobile: </li></ul><ul><ul><li>complement, not compete </li></ul></ul><ul><li>Increase sponsorship and advertising prospects </li></ul><ul><li>ROI measures assist in continued funding and organisation buy-in / support </li></ul>
  7. 7. Why measure “value” in museum apps? <ul><li>Mobile next key trend for online learning (Horizon Report Museum Edition 2010) </li></ul><ul><li>Visitors strongly identify museums with learning, education and entertainment (Kelly, 2007) </li></ul><ul><li>Provide a better and more varied learning experience for users ... stand out in an increasingly crowded market ... maximise revenue and sponsorship opportunities </li></ul><ul><li>Demonstrate relevance </li></ul>
  8. 8. The museum without walls ... <ul><li>“ The people’s museum should be more than a house full of specimens in glass cases. It should be a house full of ideas” George Brown Goode (c. 1880) </li></ul><ul><li>The 21 st century museum audience will be: better connected, more informed, more engaged, older, more culturally diverse, architects of their own learning ... and our partners </li></ul><ul><li>The 21 st century museum will need to be: </li></ul><ul><li>a house full of ideas and a museum without walls enabling learners, users, visitors to became participants wherever they are and however they choose </li></ul>
  9. 9. What does “value” mean? <ul><li>Many things to many people: </li></ul><ul><ul><li>Define measure then define value? </li></ul></ul><ul><ul><li>Define value the define measures? </li></ul></ul><ul><li>Enhancing ‘brand’ </li></ul><ul><li>Tangible: </li></ul><ul><ul><li>Revenue, downloads, buy other products, likes, shares, ratings, user reviews </li></ul></ul><ul><li>Intangible: </li></ul><ul><ul><li>Brand perception, user experience, learning outcomes, behaviour change, ‘viral-ness’, personalisation/identity </li></ul></ul>
  10. 10. Work Package 5: Measuring the Value of Mobile Applications <ul><li>Leaders: </li></ul><ul><ul><li>Dr Lynda Kelly, Head of Web and Audience Research, Australian Museum </li></ul></ul><ul><ul><li>Dr Dian Tjondronegoro, Head of Mobile Lab, QUT </li></ul></ul><ul><li>Partners / Potential Partners: </li></ul><ul><ul><li>Fairfax Digital </li></ul></ul><ul><ul><li>Australian Museum </li></ul></ul><ul><ul><li>Powerhouse Museum </li></ul></ul><ul><ul><li>Botanic Gardens Trust </li></ul></ul><ul><ul><li>NSW Government (GCIO) </li></ul></ul>
  11. 11. What are we doing? <ul><li>Tease out ideas around value: </li></ul><ul><ul><li>initial partner meeting/brainstorm </li></ul></ul><ul><li>Generate set of measures: </li></ul><ul><ul><li>tangible and intangible </li></ul></ul><ul><li>Environmental scan: </li></ul><ul><ul><li>what’s happening in the marketplace? </li></ul></ul><ul><li>Pilot test, evaluate and learn </li></ul><ul><li>Share findings widely </li></ul><ul><ul><li>generate input and discussion </li></ul></ul>