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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.

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 2 december presentation new Presentation Transcript

    • 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