Mobile 2.0: From headphones to microphones
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Mobile 2.0: From headphones to microphones



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

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 Mobile 2.0: From headphones to microphones Presentation Transcript

  • Mobile 2.0
    From Headphones to Microphones
    Nancy Proctor, Smithsonian Institution
    Powerhouse, 19 April 2011
  • Housekeeping
    Ways of staying in touch:
    Hashtags: #mtogo #SImobile
    Unanswered questions?
  • Are museums a fad?
    Nancy Proctor,
  • What is the Museum
    in this Web 2.0 world of information on demand?
  • The Smithsonian Institution
    The world’s largest museum & research complex
  • A Network for the Increase & Diffusion of Knowledge
    • 19 Museums
    • 156 Affiliate museums
    • 9 Research centers
    • And a Zoo
    More than 30 million visitors in 2010
    & 180 million ‘virtual’ visitors
  • Our audiences now access the Smithsonian through a wide range of platforms beyond our walls and websites
    Photo by Mike Lee, 2007;
    from the American Art Museum’s Flickr Group
  • The Museum is transforming from Acropolis…
    Nancy Proctor,
  • … into Agora
  • The Museum isa Social Network
  • The Multiplatform Museum
  • The Multiplatform Museum
  • More than multiplatform…
  • The Museum is a Distributed Network
    Edward Hoover, 2010, from Flickr.
  • Is mobile a fad?
    What is mobile?
  • Mobile includes both:
    • 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
  • Mobile Metrics
    New Categories:
  • Mobile is a unique mix:
    of the personal
    and the social
  • Mobile is Disruptive
    A new set of tools and platformsfor communications, learning and developing and distributing content
    Photo CC licensed:
  • Mobile is Disruptive
    And also:
    A fundamentally new way of connecting, collaborating and learning
  • In the Museum as Distributed Network…
  • …at least half of the platforms are already mobile.
  • So if we want to meet our audiences where they are
    And take them some place new…
  • Mobile is a great vehicle
  • 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
    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
    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.
  • The 80/20 Rule
  • 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
    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
  • Playing to the niches
  • Playing to Our Strengths
    • “Niche” interests
    • Niche expertise
    • Niche content
  • 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
  • Made-for-Museum Mobile Devices
  • 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.
  • The Costs of Mobile
    • Platform
    • Rev shares: 30% to Apple, n% to platform provider
    • Interface design
    • Development (app/mobile website)
    • Software: CMS, statistics, distribution
    • For-fee services (or staff time)
    • SaaS
    • Players, charging racks, headsets, lanyards
    • Software: statistics, distribution
    • Operations staff
    • Opensource platform
    • Minutes
    • Text messages
    • On-site infrastructure
    • Project management & staff time
    • Content, include licensing of assets
    • Marketing
    • + Free Marketing (off-site)
  • In-house or Outsourced?
  • Common Mobile Business Models
  • Rental/Omnibus
  • Freemium: National Constitution Center
  • Subscription: Museum Magazines…& more??
    Your magazine or catalogue here??
  • Open Data:
  • Sponsorship?
  • Ad-supported
  • Donations
  • Museum Mobile Business Strategy
    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
    Ticket & product sales
    Monetizing user data: enhanced sponsorship value
    Edward Hoover, 2010, from Flickr.
  • Mobile Metrics
  • Use mobile as radical social media
    to connect people & the museum
    & create network effects
    that accomplish meaningful work.
  • More about Mobile
    Mobile business models:
    Mobile wikis: