Mobile 2.0<br />From Headphones to Microphones<br />Nancy Proctor, Smithsonian Institution<br />Powerhouse, 19 April 2011<...
Housekeeping<br />Ways of staying in touch:<br />ProctorN@si.edu@nancyproctor<br />Hashtags: #mtogo  #SImobile<br />http:/...
Are museums a fad?<br />http://smithsonian20.si.edu/schedule_webcast1.html<br />Nancy Proctor, ProctorN@si.edu<br />3<br />
What is the Museum<br />in this Web 2.0 world of information on demand? <br />4<br />
The Smithsonian Institution<br />The world’s largest museum & research complex<br />
A Network for the Increase & Diffusion of Knowledge<br /><ul><li>19 Museums
156 Affiliate museums
9 Research centers
And a Zoo</li></ul>More than 30 million visitors in 2010<br />& 180 million ‘virtual’ visitors<br />
Our audiences now access the Smithsonian through a wide range of platforms beyond our walls and websites<br />Photo by Mik...
The Museum is transforming from Acropolis…<br />Nancy Proctor, ProctorN@si.edu<br />8<br />
… into Agora<br />
The Museum isa Social Network<br />
The Multiplatform Museum<br />
The Multiplatform Museum<br />
More than multiplatform…<br />
The Museum is a Distributed Network<br />Edward Hoover, 2010, from Flickr.<br />
Is mobile a fad?<br />What is mobile?<br />
Mobile includes both:<br /><ul><li>Pocketable(phones, iPods, gaming devices)
Smartphones(apps and mobile web)
Podcasts(video and audio)
BYOD(bring your own device)
Mobile web sites
Portable(tablets and eReaders)
‘Dumb’ phones(voice calls and txting)
otherdownloadable content (PDFs, eBooks)
mobile devices provided on-site (audio tours etc.)
Large-screen websites on mobile devices</li></li></ul><li>Mobile Metrics<br />New Categories:<br />Creating<br />Working<b...
Mobile is a unique mix:<br />of the personal<br />and the social<br />
Mobile is Disruptive<br />Both<br />A new set of tools and platformsfor communications, learning and developing and distri...
Mobile is Disruptive<br />And also:<br />A fundamentally new way of connecting, collaborating and learning<br />http://www...
In the Museum as Distributed Network…<br />22<br />
…at least half of the platforms are already mobile.<br />23<br />
So if we want to meet our audiences where they are<br />And take them some place new…<br />
Mobile is a great vehicle<br />http://www.youtube.com/watch?v=6ILQrUrEWe8<br />25<br />
Audio Tour 1.0<br />Stedelijk Museum, Amsterdam, 1952<br />
It’s NOT about the Technology<br />Fraunhofer Institute, Kunstmuseum Bonn:  ‘Beat Zoderer’ exhibition (Listen project) 200...
Audio tour 2.0?<br />Most of our audiencesdon’t go here!<br />
Think outside the audio tour box<br />Think about content & experience<br />From headphones to microphones<br />
Collaboration and Conversation<br />“From we do the talking to <br />we help you do the talking.”<br />– Chris Anderson, W...
The People’s Institution	<br />James Smithson:<br />“for the increase<br />and diffusion of <br />knowledge”<br />Louise R...
The 80/20 Rule<br />http://www.flickr.com/photos/cambodia4kidsorg/4294119350/<br />
SI Mobile’s Vision<br />Recruit the world <br />to increase and diffuse knowledge<br />by using mobile platforms to enlist...
SI Mobile’s Strategy<br />Integrate mobile into everything we do to create a whole greater than the sum of its parts;<br /...
Product Development Principles<br />Aligned with mission, strategic goals & priorities<br />Accessible <br />Create new op...
Niche Products for Niche Audiences<br />http://smithsonian20.si.edu/schedule_webcast2.html<br />
Playing to the niches<br />
Playing to Our Strengths<br /><ul><li>“Niche” interests
 Niche expertise
 Niche content</li></ul>http://cathexis.typepad.com/cathexis/2006/12/enterprise_20_t.html<br />
Red Ink Businesses<br />Invaluable collections = highest possible quality<br />Public good = relevant, accessible &account...
Made-for-Museum Mobile Devices<br />
Apps don't generate profit for developers. <br />Apple CEO Steve Jobs has said, the App Store has generated more than $1 b...
The Costs of Mobile<br /><ul><li>Platform
Rev shares: 30% to Apple, n% to platform provider
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Mobile 2.0: From headphones to microphones

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Nancy Proctor's presentation at the Powerhouse Museum in Sydney, Australia, 19 April 2011.

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Mobile 2.0: From headphones to microphones

  1. 1. Mobile 2.0<br />From Headphones to Microphones<br />Nancy Proctor, Smithsonian Institution<br />Powerhouse, 19 April 2011<br />
  2. 2. Housekeeping<br />Ways of staying in touch:<br />ProctorN@si.edu@nancyproctor<br />Hashtags: #mtogo #SImobile<br />http://smithsonian-webstrategy.wikispaces.com/Mobile<br />Unanswered questions? http://wiki.museummobile.info/museums-to-go/mobile-faqs<br />
  3. 3. Are museums a fad?<br />http://smithsonian20.si.edu/schedule_webcast1.html<br />Nancy Proctor, ProctorN@si.edu<br />3<br />
  4. 4. What is the Museum<br />in this Web 2.0 world of information on demand? <br />4<br />
  5. 5. The Smithsonian Institution<br />The world’s largest museum & research complex<br />
  6. 6. A Network for the Increase & Diffusion of Knowledge<br /><ul><li>19 Museums
  7. 7. 156 Affiliate museums
  8. 8. 9 Research centers
  9. 9. And a Zoo</li></ul>More than 30 million visitors in 2010<br />& 180 million ‘virtual’ visitors<br />
  10. 10. Our audiences now access the Smithsonian through a wide range of platforms beyond our walls and websites<br />Photo by Mike Lee, 2007;<br />from the American Art Museum’s Flickr Group<br />
  11. 11. The Museum is transforming from Acropolis…<br />Nancy Proctor, ProctorN@si.edu<br />8<br />
  12. 12. … into Agora<br />
  13. 13. The Museum isa Social Network<br />
  14. 14. The Multiplatform Museum<br />
  15. 15. The Multiplatform Museum<br />
  16. 16. More than multiplatform…<br />
  17. 17. The Museum is a Distributed Network<br />Edward Hoover, 2010, from Flickr.<br />
  18. 18. Is mobile a fad?<br />What is mobile?<br />
  19. 19.
  20. 20. Mobile includes both:<br /><ul><li>Pocketable(phones, iPods, gaming devices)
  21. 21. Smartphones(apps and mobile web)
  22. 22. Podcasts(video and audio)
  23. 23. BYOD(bring your own device)
  24. 24. Mobile web sites
  25. 25. Portable(tablets and eReaders)
  26. 26. ‘Dumb’ phones(voice calls and txting)
  27. 27. otherdownloadable content (PDFs, eBooks)
  28. 28. mobile devices provided on-site (audio tours etc.)
  29. 29. Large-screen websites on mobile devices</li></li></ul><li>Mobile Metrics<br />New Categories:<br />Creating<br />Working<br />Learning<br />http://mashable.com/2011/03/23/mobile-by-the-numbers-infogrpahic/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+Mashable+%28Mashable%29<br />
  30. 30. Mobile is a unique mix:<br />of the personal<br />and the social<br />
  31. 31. Mobile is Disruptive<br />Both<br />A new set of tools and platformsfor communications, learning and developing and distributing content<br />Photo CC licensed: http://www.flickr.com/photos/jdlasica/138927384/<br />
  32. 32. Mobile is Disruptive<br />And also:<br />A fundamentally new way of connecting, collaborating and learning<br />http://www.queerty.com/smithsonian-not-pleased-with-patrons-bringing-aids-jesus-back-into-the-museum-on-an-ipad-20101206/<br />
  33. 33. In the Museum as Distributed Network…<br />22<br />
  34. 34. …at least half of the platforms are already mobile.<br />23<br />
  35. 35. So if we want to meet our audiences where they are<br />And take them some place new…<br />
  36. 36. Mobile is a great vehicle<br />http://www.youtube.com/watch?v=6ILQrUrEWe8<br />25<br />
  37. 37. Audio Tour 1.0<br />Stedelijk Museum, Amsterdam, 1952<br />
  38. 38. It’s NOT about the Technology<br />Fraunhofer Institute, Kunstmuseum Bonn: ‘Beat Zoderer’ exhibition (Listen project) 2003<br />Fraunhofer Institute, Kunstmuseum Bonn: ‘Beat Zoderer’ exhibition (Listen project) 2003<br />
  39. 39. Audio tour 2.0?<br />Most of our audiencesdon’t go here!<br />
  40. 40. Think outside the audio tour box<br />Think about content & experience<br />From headphones to microphones<br />
  41. 41. Collaboration and Conversation<br />“From we do the talking to <br />we help you do the talking.”<br />– Chris Anderson, Wired, Smithsonian 2.0 Conference, 24 Jan 2009 http://smithsonian20.si.edu/schedule_webcast2.html<br />From interpretation to conversation. <br />– Max Anderson, IMA, “Gather, Steward, and Converse”, <br />The Art Newspaper, 8 June 2010<br />
  42. 42. The People’s Institution <br />James Smithson:<br />“for the increase<br />and diffusion of <br />knowledge”<br />Louise RochonHoover,"Secretary Henry Posts DailyWeather Map in Smithsonian Building, 1858.”<br />The Megatherium Club, a group of young naturalists who collected for the Smithsonian in the 19th C. http://en.wikipedia.org/wiki/Megatherium_Club<br />
  43. 43. The 80/20 Rule<br />http://www.flickr.com/photos/cambodia4kidsorg/4294119350/<br />
  44. 44. SI Mobile’s Vision<br />Recruit the world <br />to increase and diffuse knowledge<br />by using mobile platforms to enlist collaborators globally in undertaking the real and important workof the Institution. <br />Put the Smithsonian not just in the people’s pockets, <br />but in their hands.<br />
  45. 45. SI Mobile’s Strategy<br />Integrate mobile into everything we do to create a whole greater than the sum of its parts;<br />Transform the way the Institution works in order to achieve its strategic goals and vision for the 21stcentury.<br />
  46. 46. Product Development Principles<br />Aligned with mission, strategic goals & priorities<br />Accessible <br />Create new opportunities for engagement (think social media - not audio tours 2.0)<br />Developed iteratively and in response to ongoing research and analysis<br />Standard & reusable (mobile web at the core wherever possible)<br />Sustainable(include a commercial plan)<br />
  47. 47. Niche Products for Niche Audiences<br />http://smithsonian20.si.edu/schedule_webcast2.html<br />
  48. 48. Playing to the niches<br />
  49. 49. Playing to Our Strengths<br /><ul><li>“Niche” interests
  50. 50. Niche expertise
  51. 51. Niche content</li></ul>http://cathexis.typepad.com/cathexis/2006/12/enterprise_20_t.html<br />
  52. 52. Red Ink Businesses<br />Invaluable collections = highest possible quality<br />Public good = relevant, accessible &accountable<br />‘Forever business’ = must be sustainable<br />Max Anderson, Prescriptions for Art Museums in the Decade Ahead, <br />CURATOR, The Museum Journal, Volume 50, Number 1 January 2007<br />
  53. 53. Made-for-Museum Mobile Devices<br />
  54. 54. Apps don't generate profit for developers. <br />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. <br />http://www.fastcompany.com/1684020/the-great-app-bubble<br />
  55. 55. The Costs of Mobile<br /><ul><li>Platform
  56. 56. Rev shares: 30% to Apple, n% to platform provider
  57. 57. Interface design
  58. 58. Development (app/mobile website)
  59. 59. Software: CMS, statistics, distribution
  60. 60. For-fee services (or staff time)
  61. 61. SaaS
  62. 62. Players, charging racks, headsets, lanyards
  63. 63. Software: statistics, distribution
  64. 64. Operations staff
  65. 65. Opensource platform
  66. 66. Minutes
  67. 67. Text messages
  68. 68. On-site infrastructure
  69. 69. Project management & staff time
  70. 70. Content, include licensing of assets
  71. 71. Marketing
  72. 72. + Free Marketing (off-site)</li></ul>+ MAINTENANCE<br />
  73. 73. In-house or Outsourced?<br />
  74. 74. Common Mobile Business Models<br />http://conference.archimuse.com/mw2011/papers/getting_on_not_under_the_mobile_20_bus<br />
  75. 75. Rental/Omnibus<br />
  76. 76. Freemium: National Constitution Center<br />http://itunes.apple.com/us/app/national-constitution-center/id399722048?mt=8<br />
  77. 77. Subscription: Museum Magazines…& more??<br />Your magazine or catalogue here??<br />
  78. 78. Open Data: <br />http://www.brooklynmuseum.org/community/blogosphere/2009/04/17/brooklyn-museum-api-the-iphone-app<br />http://www.brooklynmuseum.org/community/blogosphere/2010/12/01/app-store-confusion-necessitates-api-changes<br />
  79. 79. Sponsorship?<br />
  80. 80. Ad-supported<br />
  81. 81. Donations<br />http://mobilegiving.org/?page_id=48<br />
  82. 82. Museum Mobile Business Strategy<br />Principles:<br />Profitshould not be the imperative; <br />Mobile should instead aim at network effects in support of mission goals, existing revenue streams and priority initiatives;<br />Execution of successful mobile business models will require new levels and kinds of collaborationamong stakeholders.<br />
  83. 83. Non-profit Network Effects<br />Quality of the overall visitor experience<br />Volunteer recruitment & crowdsourcing<br />Community development<br />Institutional collaborations, e.g. content sharing<br />Membership & member benefits<br />Donations<br />Ticket & product sales<br />Monetizing user data: enhanced sponsorship value<br />Edward Hoover, 2010, from Flickr.<br />
  84. 84. Mobile Metrics<br />Accessibility<br />Quality<br />Relevance<br />Accountability<br />Sustainability<br />
  85. 85. Use mobile as radical social media<br />to connect people & the museum<br />& create network effects<br />that accomplish meaningful work.<br />http://www.artdaily.org/index.asp?int_sec=2&int_new=43113<br />
  86. 86. More about Mobile<br />Mobile business models:<br />http://conference.archimuse.com/mw2011/papers/getting_on_not_under_the_mobile_20_bus<br />Mobile wikis:<br />http://smithsonian-webstrategy.wikispaces.com/Mobile<br />http://wiki.museummobile.info/<br />http://tatehandheldconference.pbworks.com<br />#mtogo<br />#SImobile<br />@NancyProctor, proctorn@si.edu<br />
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