Getting on (not under) the Mobile 2.0 Bus               Peter Samis, SFMOMA, USA       Nancy Proctor, Smithsonian Institut...
In the bright new Age of Apps, the oldlease contract model appears dead. And a new one hasn’t replaced it yet.
What was once a monolithic businessmodel:                                           Mobile Tour Company A or AAContent Dev...
Has exploded into its component parts:                                           Mobile Tour Company AContent Development ...
Creating a myriad of new models:    Content: Script      Content: Media   Publishing to   Hardware       Mktg, Sales &    ...
SFMOMA’s current permutation:    Content: Script      Content: Media       Publishing to        Hardware             Mktg,...
Other examples:Tate’s current permutations:Content: Script      Content: Media      Publishing to          Hardware       ...
Nelson-Atkins currentpermutation:Content: Script   Content: Media             Publishing to   Hardware       Mktg, Sales &...
So what does it all cost to start up…                               and to sustain?
Year One: Building the Infrastructure                  Multimedia Tour: SFMOMA Start-up Costs $80,000.00 $70,000.00 $60,00...
Compare that to a steady state…                 Multimedia Tour: Start-up vs. Steady State    $80,000.00    $70,000.00    ...
Now, with the plethora of mobile CMSesout there, these steady state numbersare becoming highly fungible.$10K              ...
N.B. The steady state system youdevelop doesn’t need to sustain ablockbuster!
Made-for-Museum Mobile Devices
Museum Device Providers•    Acoustiguide•    Antenna•    Audissey Guides•    Barz Adventures•    Guideport•    Imagineear•...
Common Mobile Business Models    Established              NewOmnibus              FreemiumSubscription         Open dataSp...
Sponsored (anonymously): Balboa Park App
Sponsored (anonymously): Balboa ParkGiskin Cell Phone Adventure
Freemium: National Constitution Centerhttp://itunes.apple.com/us/app/national-constitution-center/id399722048?mt=8
Freemium: MoMA Books   http://itunes.apple.com/us/app/moma-books/id423391398?mt=8
Subscription: Museum Magazines…& more??                          Your                       magazine or                   ...
Open Data http://www.brooklynmuseum.org/       http://www.brooklynmuseum.org/ community/blogosphere/2009/04/17/    communi...
Donations            http://mobilegiving.org/?page_id=48
Defining the project      Goals              Content           DeviceMarketing         Tours             iPhone/iPod      ...
Digital Strategy
Digital Strategy
AB EX NY
Exhibition               Kiosk                                   iPad App                                                 ...
Exhibition               Kiosk                                   iPad App                                                 ...
Exhibition               Kiosk                                   iPad App                                                 ...
Exhibition               Kiosk                                   iPad App                                                 ...
Exhibition               Kiosk                                   iPad App                                                 ...
Exhibition               Kiosk                                   iPad App                                                 ...
Exhibition               Kiosk                                   iPad App                                                 ...
Exhibition               Kiosk                                   iPad App                                                 ...
Value of mobile in business modelsis currently the “network effect”,where the whole is greater thanthe sum of its parts
For more on information on infrastructurerequired for mobile tours to work well in amuseumAttend Rich Cherry’s mini worksh...
Thank you!
Getting On (not Under) the Mobile 2.0 Bus
Getting On (not Under) the Mobile 2.0 Bus
Getting On (not Under) the Mobile 2.0 Bus
Getting On (not Under) the Mobile 2.0 Bus
Getting On (not Under) the Mobile 2.0 Bus
Getting On (not Under) the Mobile 2.0 Bus
Getting On (not Under) the Mobile 2.0 Bus
Getting On (not Under) the Mobile 2.0 Bus
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Getting On (not Under) the Mobile 2.0 Bus

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MW2011: Museums and the Web
Getting On (not Under) the Mobile 2.0 Bus: Emerging Issues in the Mobile Business Model
Allegra Burnette, The Museum of Modern Art; Rich Cherry, Balboa Park Online Collaborative; Nancy Proctor, Smithsonian Institution; and Peter Samis, San Francisco Museum of Modern Art, USA

Getting On (not Under) the Mobile 2.0 Bus

  1. 1. Getting on (not under) the Mobile 2.0 Bus Peter Samis, SFMOMA, USA Nancy Proctor, Smithsonian Institution, USA Allegra Burnette, The Museum of Modern Art, USA Rich Cherry, Balboa Park Online Collaborative, USA
  2. 2. In the bright new Age of Apps, the oldlease contract model appears dead. And a new one hasn’t replaced it yet.
  3. 3. What was once a monolithic businessmodel: Mobile Tour Company A or AAContent Development Content Production Publishing to Devices Hardware Provisioning Mktng, Sales & Dstribution Scripting for Ear Sound & Media to Visitors
  4. 4. Has exploded into its component parts: Mobile Tour Company AContent Development Content Production Publishing to Devices Hardware Provisioning Mktng, Sales & Dstribution Scripting for Ear Sound & Media to Visitors
  5. 5. Creating a myriad of new models: Content: Script Content: Media Publishing to Hardware Mktg, Sales & EF Development Production devices Provisioning Distribution VR Museum alone Museum alone Museum alone Museum alone Museum alone AO LN UT Museum with Museum with Museum with Museum with Museum with Vendor Vendor Vendor App Your Vendor Vendor A Here? TE Completely Completely Completely Completely Completely IN outsourced outsourced outsourced outsourced outsourced OD N [Fill in the matrix with the project of your choice!]
  6. 6. SFMOMA’s current permutation: Content: Script Content: Media Publishing to Hardware Mktg, Sales & EF Development Production devices Provisioning Distribution VR Museum alone Museum alone Museum alone AO Making Sense of iPod Touch units Making Sense of Modern Art Modern Art LN Mobile Selected specials Mobile UT Museum + Vendor Museum + Vendor Museum + Vendor Museum + Vendor Selected specials MSoMA Mobile SFMOMA with NOUSguide NOUS-guide •  iPod cases A The Steins Collect Selected specials software •  charging carts T Earprint Acoustiguide Acoustiguide Acoustiguide IE Productions The Steins The Steins The Steins ON The Steins Collect Collect: Matisse, Collect: Matisse, Collect: Matisse, Picasso, et al. Picasso, et al. Picasso, et al. ND
  7. 7. Other examples:Tate’s current permutations:Content: Script Content: Media Publishing to Hardware Mktg, Sales &Development Production devices Provisioning Distribution +Tate Trumps Tate TateSmall Exhibitions Tate Small Exhibitions Small Exhibitions on Mobile web Tate Tate Tate Trumps Tate Trumps Tate TrumpsMuseum + Vendor Museum + Vendor Museum + Vendor Tate Trumps Tate Trumps Tate & Antenna Tate & Antenna Tate & Antenna Large Exhibitions Large Exhibitions Large Exhibitions Vendor Only Vendor Only Tate & Antenna Tate & Antenna Large Exhibitions Large Exhibitions
  8. 8. Nelson-Atkins currentpermutation:Content: Script Content: Media Publishing to Hardware Mktg, Sales &Development Production devices Provisioning DistributionMuseum alone Museum alone Museum alone Museum alone Museum + Vendor + local univ. studio  
  9. 9. So what does it all cost to start up… and to sustain?
  10. 10. Year One: Building the Infrastructure Multimedia Tour: SFMOMA Start-up Costs $80,000.00 $70,000.00 $60,000.00 $50,000.00 Writing for the ear (freelance) Sound design & engineering $40,000.00 Licenses: media content & software $30,000.00 Hardware: iPods, cases, carts, etc. Software dev & support $20,000.00 $10,000.00 $- 1 Cost Centers Plus an equal, if less visible, in-house contribution: • Audit existing content & interview curators • Write scripts & solicit Guest Takes • Design screens & author in mobile CMS • Set up and test network infrastructure • Set up device distribution with Visitor Services
  11. 11. Compare that to a steady state… Multimedia Tour: Start-up vs. Steady State $80,000.00 $70,000.00 $60,000.00 $50,000.00 Writing for the ear (freelance) $40,000.00 Sound design & engineering Licenses: media content & software Hardware: iPods, cases, carts, etc. Software dev & support $30,000.00 $20,000.00 $10,000.00 $- 1 2 Cost Centers
  12. 12. Now, with the plethora of mobile CMSesout there, these steady state numbersare becoming highly fungible.$10K ? Content: Content: Publishing to Hardware Mktg, Sales & Script Media devices Provisioning Distribution Development Production(also depending on in-house media production capacity)
  13. 13. N.B. The steady state system youdevelop doesn’t need to sustain ablockbuster!
  14. 14. Made-for-Museum Mobile Devices
  15. 15. Museum Device Providers•  Acoustiguide•  Antenna•  Audissey Guides•  Barz Adventures•  Guideport•  Imagineear•  Nousguide•  Ophrys•  Sycomore•  Tourmate
  16. 16. Common Mobile Business Models Established NewOmnibus FreemiumSubscription Open dataSponsorship Ad-supportedMembership Benefit Donations
  17. 17. Sponsored (anonymously): Balboa Park App
  18. 18. Sponsored (anonymously): Balboa ParkGiskin Cell Phone Adventure
  19. 19. Freemium: National Constitution Centerhttp://itunes.apple.com/us/app/national-constitution-center/id399722048?mt=8
  20. 20. Freemium: MoMA Books http://itunes.apple.com/us/app/moma-books/id423391398?mt=8
  21. 21. Subscription: Museum Magazines…& more?? Your magazine or catalogue here??!
  22. 22. Open Data http://www.brooklynmuseum.org/ http://www.brooklynmuseum.org/ community/blogosphere/2009/04/17/ community/blogosphere/2010/12/01/app- brooklyn-museum-api-the-iphone-app store-confusion-necessitates-api-changes
  23. 23. Donations http://mobilegiving.org/?page_id=48
  24. 24. Defining the project Goals Content DeviceMarketing Tours iPhone/iPod TouchRevenue Games AndroidVisit planning Interviews Other smartphonesVisit follow up Maps/navigation iPadEngagement Timelines Android tabletsbeyond themuseumEtc. Etc. Etc.
  25. 25. Digital Strategy
  26. 26. Digital Strategy
  27. 27. AB EX NY
  28. 28. Exhibition Kiosk iPad App Facebook/ Publication Twitter AB EXAudio and Video NY Website MoMA Online iPhone App Tickets Online Retail Courses
  29. 29. Exhibition Kiosk iPad App Facebook/ Publication Twitter AB EXAudio and Video NY Website MoMA Online iPhone App Tickets Online Retail Courses
  30. 30. Exhibition Kiosk iPad App Facebook/ Publication Twitter AB EXAudio and Video NY Website MoMA Online iPhone App Tickets Online Retail Courses
  31. 31. Exhibition Kiosk iPad App Facebook/ Publication Twitter AB EXAudio and Video NY Website MoMA Online iPhone App Tickets Online Retail Courses
  32. 32. Exhibition Kiosk iPad App Facebook/ Publication Twitter AB EXAudio and Video NY Website MoMA Online iPhone App Tickets Online Retail Courses
  33. 33. Exhibition Kiosk iPad App Facebook/ Publication Twitter AB EXAudio and Video NY Website MoMA Online iPhone App Tickets Online Retail Courses
  34. 34. Exhibition Kiosk iPad App Facebook/ Publication Twitter AB EXAudio and Video NY Website MoMA Online iPhone App Tickets Online Retail Courses
  35. 35. Exhibition Kiosk iPad App Facebook/ Publication Twitter AB EXAudio and Video NY Website MoMA Online iPhone App Tickets Online Retail Courses
  36. 36. Value of mobile in business modelsis currently the “network effect”,where the whole is greater thanthe sum of its parts
  37. 37. For more on information on infrastructurerequired for mobile tours to work well in amuseumAttend Rich Cherry’s mini workshop:Collaboration, Dark Fiber and the Challenges ofDeploying Mobile InfrastructureTomorrow at 1 p.m.Where you can learn how to wire your museumand what are the differences and advantages ofWifi, Cellular, Micro, Pico and Femto Cell anddistributed antenna systems.
  38. 38. Thank you!

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