2 december presentation new

Measuring the Value of Mobile Applications Dr Lynda Kelly Head of Web and Audience Research Australian Museum 2 December 2010

Why mobile?
+23 million mobile phones in Australia:
one-third internet enabled
App downloads (Webling, 2010) :
iPhone store passed 5bn downloads in June 2010
Android passed 1bn downloads in July 2010
Blackberry app world 1m downloads daily
iPad store 35m app downloads in first 65 days
Generation C (Nielsen, Oct 2010) :
The connected collective consumer
“ I share therefore I am”

Why museums and mobile?
Research tells us that Australians are in these spaces greater numbers
Research also tells us that museum visitors:
are in these spaces in even greater numbers
they tend to be early adopters and comfortable with technology
have higher education and income levels than general population
have high visitation from students

What are museums doing with mobile?
iTunes store search on museums and education:
76 apps for iPad
207 apps for iPhones
Active ‘developer’ groups on Twitter and FB:
#mtogo, #nodem10, MCN, Museum3,
Some cool apps:
Melbourne Museum Please Touch the Exhibit for iPad
MoMA Abstract Expressionist New York
AMNH Dinosaurs , Cosmic Discoveries

Why mobile at the Australian Museum?
Increase access to our research and collections:
Inspiring the exploration of nature and cultures
repurpose existing content
Share our content + enable user-generated content:
richer data, collections more ‘findable’
Build new audiences:
+ extend experience for existing audiences
Raise revenue / generate income:
bring more visitors to College Street site
Extend our brand as contemporary, connected, cool

Why measure “value” in an app?
Extend touchpoints and reach
Rework user experience based on feedback:
improve product for user
generate income
Show synergies between websites and mobile:
complement, not compete
Increase sponsorship and advertising prospects
ROI measures assist in continued funding and organisation buy-in / support

Why measure “value” in museum apps?
Mobile next key trend for online learning (Horizon Report Museum Edition 2010)
Visitors strongly identify museums with learning, education and entertainment (Kelly, 2007)
Provide a better and more varied learning experience for users ... stand out in an increasingly crowded market ... maximise revenue and sponsorship opportunities
Demonstrate relevance

The museum without walls ...
“ 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)
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
The 21 st century museum will need to be:
a house full of ideas and a museum without walls enabling learners, users, visitors to became participants wherever they are and however they choose

What does “value” mean?
Many things to many people:
Define measure then define value?
Define value the define measures?
Enhancing ‘brand’
Tangible:
Revenue, downloads, buy other products, likes, shares, ratings, user reviews
Intangible:
Brand perception, user experience, learning outcomes, behaviour change, ‘viral-ness’, personalisation/identity

Work Package 5: Measuring the Value of Mobile Applications
Leaders:
Dr Lynda Kelly, Head of Web and Audience Research, Australian Museum
Dr Dian Tjondronegoro, Head of Mobile Lab, QUT
Partners / Potential Partners:
Fairfax Digital
Australian Museum
Powerhouse Museum
Botanic Gardens Trust
NSW Government (GCIO)

What are we doing?
Tease out ideas around value:
initial partner meeting/brainstorm
Generate set of measures:
tangible and intangible
Environmental scan:
what’s happening in the marketplace?
Pilot test, evaluate and learn
Share findings widely
generate input and discussion

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2 december presentation new

by Lynda Kelly

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