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Smithsonian Affiliates 14 June 2011
 

Smithsonian Affiliates 14 June 2011

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    Smithsonian Affiliates 14 June 2011 Smithsonian Affiliates 14 June 2011 Presentation Transcript

    • Recruiting the World
      a practical approach to the
      Red Ink Business
      of Mobile for Museums
      Nancy Proctor, Smithsonian Institution
      14 June 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
    • Is mobile a fad?
    • Apps don't generate profit for publishers.
      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
    • 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 by SI museums
      • Large-screen websites on mobile devices
    • 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
    • Common Mobile Business Models
      http://conference.archimuse.com/mw2011/papers/getting_on_not_under_the_mobile_20_bus
    • 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
    • Ad-supported
    • Donations
      http://mobilegiving.org/?page_id=48
    • 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
    • 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;
      And transforming the way we do business, to make it more effective, efficient, open and accountable to stakeholders.
    • A crazy idea?
      “A Wikipedia of the Physical World”
      http://smithsonian20.si.edu/schedule_webcast2.html
    • Wikipedia
      …78 million visitors monthly as of January 2010. There are more than 91,000 active contributors working on more than 17,000,000 articles in more than 270 languages.
      That means the average contributor works on ~186 articles?!
    • Meaningful Workers
      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.
    • 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 Multiplatform Museum
    • The Multiplatform Museum
    • More than multiplatform…
    • The Museum is a Distributed Network
      Edward Hoover, 2010, from Flickr.
    • Chandra Xray Observatory
    • Design USA at Cooper-Hewitt
      “Don’t even think about not using it because then you won’t truly see the show.”
      Roberta Smith, NY Times,
      14 Jan 2010 http://www.nytimes.com/2010/01/15/arts/design/15design.html
      http://smithsonian-webstrategy.wikispaces.com/Design+USA+iPod+Touch+tour
    • Set in Style iPad App
      Cooper-Hewitt
      National Design Museum
    • MEanderthal
      http://smithsonian-webstrategy.wikispaces.com/MEanderthal
    • NMNH Leafsnap
    • NASM “Got a Question?” Txt Test
      • one week
      • 84 unique users
      • 88 responses
      http://smithsonian-webstrategy.wikispaces.com/NASMmobile_gotaquestion
    • ARGs: GOAC, PHEON, PDP
    • mLearning Workshops
    • Mobile Learning at the Hirshhorn
    • Work in Progress…
      35
    • 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.