Presentation at the City University of Hong Kong 3 November 2011.

1. From Headphones to Microphones
Mobile 2.0 and the Museum
as Distributed Network
Nancy Proctor, Smithsonian Institution
3 Nov 2011

2. Are museums a fad?
Nancy Proctor, ProctorN@si.edu 2

3. What is the Museum
in this Web 2.0 world of information on demand?
3

4. The Museum
Nancy Proctor, ProctorN@si.edu 4

5. The Museum is a Social Network

6. The Museum is transforming from
Acropolis…
11/4/2011
Nancy Proctor, ProctorN@si.edu Nancy Proctor, proctorn@si.edu
6 6
http://www.trekearth.com/gallery/Europe/Greece/Attica/Attiki/Athens/photo442345.htm

7. … into Agora

8. What is mobile?

9. Mobile includes both:
 Pocketable & Portable
(phones, iPods, gaming devices) (tablets and eReaders)
 Smartphones & ‘Dumb’ phones
(apps and mobile web) (voice calls and txting)
 Podcasts & other downloadable
(video and audio) content (PDFs, eBooks)
 BYOD & mobile devices provided
(bring your own device)
on-site by SI museums
& Large-screen websites
 Mobile web sites
on mobile devices

10. In the Museum as
Distributed Network…
10

11. …at least half of the Museum’s platforms
are already mobile.
11

12. So if we want to
meet our audiences where they are
And take them some place new…

13. Mobile is a great vehicle
http://www.youtube.com/watch?v=6ILQrUrEWe8
13

14. Mobile Metrics
New Categories:
Creating
Working
Learning
http://mashable.com/2011/03/23/mobile-by-the-numbers-
infogrpahic/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+Mashable+%28

15. Mobile is a unique mix:
of the personal
and the social

16. Mobile is Disruptive
Both
A new set of tools and
platforms for
communications, learning and
developing and distributing
content
Photo CC licensed:
http://www.flickr.com/photos/jdlasica/13892
7384/

17. Mobile is Transformative
And also:
A fundamentally
new way of
connecting, collab
orating and
learning
http://www.queerty.com/smithsonian-not-pleased-with-patrons-
bringing-aids-jesus-back-into-the-museum-on-an-ipad-20101206/

18. Is mobile a fad?

20. Apps don't generate profit for publishers.
Apple CEO Steve Jobs has said, the App Store has generated more
than $1 billion in revenue for developers. That sounds like a big
number. But… One billion dollars in revenue for the approximately
225,000 apps is $4,444 per app--significantly less than an app costs
to develop. …A typical iPhone app costs $35,000 to develop. The
median paid app earns $682 per year after Apple takes its cut. With
these calculations for the typical paid app, it takes 51 years to break
even. It's not any better for free apps. A free app also costs about
$35,000 to develop. But there are so many free iPhone apps that at
a rate of 2 second per app, it would take approximately 34 hours for
someone to check out each one. That's not great odds for a revenue
model based on advertising.
http://www.fastcompany.com/1684020/the-great-app-bubble

21. much
Apps don't generate profit for publishers.
^
As of October 2011:
• More than 15 billion iOS app
downloads
• iTunes store hosts 420,000 apps
• More than $2.5 billion paid to app
developers to date
= ~ $6,000/app, including free & in-app
purchases
- TechCrunch

22. Made-for-Museum Mobile Devices
into 100g of audio- visual player
ack modes, the mediaP acker™gives you the control
Its open platform architecture makes changes and
asy to use and store, yet doubling as audio guide,
™system isaheavy duty interpretation tool that
Battery type 2 Configuration
alkaline, AAA Basic configuration
Autonomy: 8 Hrs External memory: 2GB
Fastening: Lanyard
Player dimensions External speaker:
W eight (incl memory 1 x Headphones
and battery): 90 grams C olour scheme:
Length: 10.0 cm Lime green / black
W idth: 7.0 cm
Depth: 1.4 cm Options
Customised colour
Warranty information scheme: Any, to order
Manufacturer'swarranty: Video synchronisation:
2Y ears Available
R manufacturing:
oHS Anti-theft protection:
Compliant Available
W E scheme compliance:
EE Statisticsprogramme:
Registered Available

23. The Costs of Mobile
 Platform
  Rev shares: 30% to Apple, n% to platform
Minutescharging
Opensource platform
Interface design racks, headsets, lanyards
Players,
On-site infrastructure
 provider statistics, distribution
  Development (app/mobile website)
Text messages
Software:
Project management(off-site)
+ Free Marketing & staff time
  Software: CMS, statistics, assets
 Operations staff licensing of distribution
Content, include
  For-fee services (or staff time)
Marketing
 SaaS
+ MAINTENANCE

24. Common Mobile Business Models
Established New
Omnibus Freemium
Subscription Open data
Sponsorship Ad-supported
Membership Benefit Donations
http://conference.archimuse.com/mw2011/papers/getting_on_not_under_the_mobile_20_bus

25. Freemium: National Constitution Center
http://itunes.apple.com/us/app/national-constitution-center/id399722048?mt=8

26. Subscription: Museum Magazines…
& more??
Your
magazine or
catalogue
here??

27. Open Data:
http://www.brooklynmuseum.org/ http://www.brooklynmuseum.org/community/
community/blogosphere/2009/04/ blogosphere/2010/12/01/app-store-confusion-
17/brooklyn-museum-api-the- necessitates-api-changes
iphone-app

28. Ad-supported

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

30. Red Ink Businesses
1. Invaluable collections =
highest possible quality
2. Public good = relevant,
accessible & accountable
3. ‘Forever business’ =
must be sustainable
Max Anderson, Prescriptions for Art Museums in the Decade Ahead,
CURATOR, The Museum Journal, Volume 50, Number 1 January 2007

31. Museum Mobile Business Strategy
Principles:
• Profit should not be the imperative;
• Mobile should instead aim at network
effects in support of mission goals, existing
revenue streams and priority initiatives;
• And transforming the way we do business,
to make it more effective, efficient, open and
accountable to stakeholders.

32. How does mobile help transform
the museum?

33. The Multiplatform Museum
Museum

34. The Multiplatform Museum
Museum

35. More than multiplatform…

36. The Museum is a Distributed Network
Edward Hoover, 2010, from Flickr.

37. Non-profit Network Effects
• Quality of the overall visitor experience
• Volunteer recruitment & crowdsourcing
• Community development
• Institutional collaborations, e.g. content sharing
• Membership & member benefits
• Donations
• Ticket & product sales
• Monetizing user data: enhanced sponsorship
value
Edward Hoover, 2010, from Flickr.

38. from Disruptive
to Transformative
= Strategic

39. “You don’t need a
mobile strategy;
you need mobile to be
part of the strategy.”

40. SI Mobile’s Strategy
1. Integrate mobile into everything we do to
create a whole greater than the sum of its
parts;
2. Transform the way the Institution works in
order to achieve its strategic goals and
vision for the 21st century.
Metrics of success: Accessibility, Quality,
Relevance, Sustainability and Accountability

41. SI Mobile’s Vision
Recruit the world
to increase and diffuse knowledge
by using mobile platforms to enlist
collaborators globally in undertaking the real
and important work of the Institution.
Put the Smithsonian not just in
the people’s pockets,
but in their hands.

42. The People’s Institution
Louise Rochon Hoover, James Smithson:
"Secretary Henry Posts Daily “for the increase
Weather Map in Smithsonian and diffusion of
Building, 1858.” knowledge”
The Megatherium Club, a
group of young naturalists
who collected for the
Smithsonian in the 19th C.
http://en.wikipedia.org/wiki
/Megatherium_Club

43. How do we Recruit the World?

44. It’s NOT about the Technology
Fraunhofer Institute, Kunstmuseum Bonn: ‘Beat Zoderer’ exhibition (Listen project) 2003

45. Falling on deaf ears?
Nancy Proctor, ProctorN@si.edu http://picasaweb.google.com/anup.rao/HaifaAkkoIsrael#4954285426665324562
Handheld Conference 3 June 45
2009

46. Thinking outside the audiotour box
“From we do the talking to
From Headphonesyou Microphones
we help to do the talking.”
– Chris Anderson, Wired, Smithsonian 2.0 Conference, 24 Jan 2009
http://smithsonian20.si.edu/schedule_webcast2.html
11/4/2011 Nancy Proctor, proctorn@si.edu 46

47. NMNH Leafsnap
11/4/2011 Nancy Proctor, proctorn@si.edu 47

48. “6 years old & they already see the opportunities here.
Thank you for opening the door to the future!”

49. Smithsonian Mobile
11/4/2011 Nancy Proctor, proctorn@si.edu 49

50. Mobile Social Media as Art
Halsey Burgund’s Scapes
deCordova Sculpture Park & Museum
Lincoln, MA – until Nov 14
http://wiki.museummobile.info/archives/16082

52. Stories from Main Street
http://storiesfrommainstreet.org/
11/4/2011 Nancy Proctor, proctorn@si.edu 52

53. Stories from Main Street
http://storiesfrommainstreet.org/
11/4/2011 Nancy Proctor, proctorn@si.edu 53

54. Mobile Metrics
Accessibility
Quality Relevance
Sustainability Accountability

55. Use mobile as radical social media
to connect people & the museum
& create network effects
that accomplish meaningful work.
http://www.artdaily.org/index.asp?int_sec=2&int_new=43113

56. More about Mobile
• http://si.edu/mobile
• http://smithsonian-
webstrategy.wikispaces.com/Mobile
• http://wiki.museummobile.info/
• http://tatehandheldconference.pbworks.com
#mtogo
#SImobile
• @NancyProctor, proctorn@si.edu

57. Links for Museum Devices
• http://www.acoustiguide.com/
• http://www.antennainternational.com/
• http://www.audisseyguides.com/
• http://www.barzadventures.com/
• http://www.guideport.com/
• http://www.imagineear.com/
• http://www.nousguide.com/
• http://www.ophrys.net/
• http://www.sycomore.eu/index.php?lang=fr
• http://www.tourmate.com/