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Mobile 2.0: From headphones to microphones
 

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.

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:
      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
      8
    • … 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:
      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…
      22
    • …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
    • 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