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+%28Mashable%29
Mobile is a unique mix: of the personal and the social
Mobile is Disruptive Both A new set of tools and platformsfor communications, learning and developing and distributing content Photo CC licensed: http://www.flickr.com/photos/jdlasica/138927384/
Mobile is Disruptive And also: A fundamentally new way of connecting, collaborating and learning http://www.queerty.com/smithsonian-not-pleased-with-patrons-bringing-aids-jesus-back-into-the-museum-on-an-ipad-20101206/
…at least half of the platforms are already mobile. 23
So if we want to meet our audiences where they are And take them some place new…
Mobile is a great vehicle http://www.youtube.com/watch?v=6ILQrUrEWe8 25
Audio Tour 1.0 Stedelijk Museum, Amsterdam, 1952
It’s NOT about the Technology Fraunhofer Institute, Kunstmuseum Bonn: ‘Beat Zoderer’ exhibition (Listen project) 2003 Fraunhofer Institute, Kunstmuseum Bonn: ‘Beat Zoderer’ exhibition (Listen project) 2003
Audio tour 2.0? Most of our audiencesdon’t go here!
Think outside the audio tour box Think about content & experience From headphones to microphones
Collaboration and Conversation “From we do the talking to we help you do the talking.” – Chris Anderson, Wired, Smithsonian 2.0 Conference, 24 Jan 2009 http://smithsonian20.si.edu/schedule_webcast2.html From interpretation to conversation. – Max Anderson, IMA, “Gather, Steward, and Converse”, The Art Newspaper, 8 June 2010
The People’s Institution James Smithson: “for the increase and diffusion of knowledge” Louise RochonHoover,"Secretary Henry Posts DailyWeather Map in Smithsonian Building, 1858.” The Megatherium Club, a group of young naturalists who collected for the Smithsonian in the 19th C. http://en.wikipedia.org/wiki/Megatherium_Club
The 80/20 Rule http://www.flickr.com/photos/cambodia4kidsorg/4294119350/
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 workof the Institution. Put the Smithsonian not just in the people’s pockets, but in their hands.
SI Mobile’s Strategy Integrate mobile into everything we do to create a whole greater than the sum of its parts; Transform the way the Institution works in order to achieve its strategic goals and vision for the 21stcentury.
Product Development Principles Aligned with mission, strategic goals & priorities Accessible Create new opportunities for engagement (think social media - not audio tours 2.0) Developed iteratively and in response to ongoing research and analysis Standard & reusable (mobile web at the core wherever possible) Sustainable(include a commercial plan)
Niche Products for Niche Audiences http://smithsonian20.si.edu/schedule_webcast2.html
Red Ink Businesses Invaluable collections = highest possible quality Public good = relevant, accessible &accountable ‘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
Apps don't generate profit for developers. 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
Freemium: National Constitution Center http://itunes.apple.com/us/app/national-constitution-center/id399722048?mt=8
Subscription: Museum Magazines…& more?? Your magazine or catalogue here??
Open Data: http://www.brooklynmuseum.org/community/blogosphere/2009/04/17/brooklyn-museum-api-the-iphone-app http://www.brooklynmuseum.org/community/blogosphere/2010/12/01/app-store-confusion-necessitates-api-changes
Museum Mobile Business Strategy Principles: Profitshould not be the imperative; Mobile should instead aim at network effects in support of mission goals, existing revenue streams and priority initiatives; Execution of successful mobile business models will require new levels and kinds of collaborationamong stakeholders.
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.
Mobile Metrics Accessibility Quality Relevance Accountability Sustainability
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
More about Mobile Mobile business models: http://conference.archimuse.com/mw2011/papers/getting_on_not_under_the_mobile_20_bus Mobile wikis: http://smithsonian-webstrategy.wikispaces.com/Mobile http://wiki.museummobile.info/ http://tatehandheldconference.pbworks.com #mtogo #SImobile @NancyProctor, email@example.com