Mobile 2.0: From headphones to microphones

Mobile 2.0
From Headphones to Microphones
Nancy Proctor, Smithsonian Institution
Powerhouse, 19 April 2011

Housekeeping
Ways of staying in touch:
ProctorN@si.edu@nancyproctor
Hashtags: #mtogo #SImobile
http://smithsonian-webstrategy.wikispaces.com/Mobile
Unanswered questions? http://wiki.museummobile.info/museums-to-go/mobile-faqs

Are museums a fad?
http://smithsonian20.si.edu/schedule_webcast1.html
Nancy Proctor, ProctorN@si.edu
3

What is the Museum
in this Web 2.0 world of information on demand?
4

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, ProctorN@si.edu
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… into Agora

The Museum isa Social Network

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:
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/

In the Museum as Distributed Network…
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…at least half of the platforms are already mobile.
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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
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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

Playing to the niches

Playing to Our Strengths
“Niche” interests
Niche expertise
Niche content
http://cathexis.typepad.com/cathexis/2006/12/enterprise_20_t.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

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.
http://www.fastcompany.com/1684020/the-great-app-bubble

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)
+ MAINTENANCE

In-house or Outsourced?

Common Mobile Business Models
http://conference.archimuse.com/mw2011/papers/getting_on_not_under_the_mobile_20_bus

Rental/Omnibus

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

Sponsorship?

Ad-supported

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

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, proctorn@si.edu

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Mobile 2.0: From headphones to microphones

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Mobile 2.0: From headphones to microphones Presentation Transcript