Getting On (not Under) the Mobile 2.0 Bus

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

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 Development Content Production Publishing to Devices Hardware Provisioning Mktng, Sales & Dstribution Scripting for Ear Sound & Media to Visitors

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

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!]

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

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

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

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 $60,000.00 $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

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

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)

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•  Nousguide•  Ophrys•  Sycomore•  Tourmate

Common Mobile Business Models Established NewOmnibus FreemiumSubscription Open dataSponsorship Ad-supportedMembership Benefit Donations

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 catalogue here??!

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

Donations http://mobilegiving.org/?page_id=48

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.

Digital Strategy

AB EX NY

Exhibition Kiosk iPad App Facebook/ Publication Twitter AB EXAudio and Video NY Website MoMA Online iPhone App Tickets Online Retail Courses

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 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.

Thank you!

http://www.museumsandtheweb.com	285
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Getting On (not Under) the Mobile 2.0 Bus

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