Recruiting the World<br />a practical approach to the <br />Red Ink Business<br />of Mobile for Museums<br />Nancy Proctor...
Housekeeping<br />Ways of staying in touch:<br />ProctorN@si.edu@nancyproctor<br />Hashtags: #mtogo  #SImobile<br />http:/...
Is mobile a fad?<br />
Apps don't generate profit for publishers. <br />Apple CEO Steve Jobs has said, the App Store has generated more than $1 b...
Mobile includes both:<br /><ul><li>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</li></li></ul><li>The Costs of Mobile<br /><ul><li>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)</li></ul>+ MAINTENANCE<br />
Common Mobile Business Models<br />http://conference.archimuse.com/mw2011/papers/getting_on_not_under_the_mobile_20_bus<br />
Freemium: National Constitution Center<br />http://itunes.apple.com/us/app/national-constitution-center/id399722048?mt=8<b...
Subscription: Museum Magazines…& more??<br />Your magazine or catalogue here??<br />
Open Data: <br />http://www.brooklynmuseum.org/community/blogosphere/2009/04/17/brooklyn-museum-api-the-iphone-app<br />ht...
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Smithsonian Affiliates 14 June 2011

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Smithsonian Affiliates 14 June 2011

  1. 1. Recruiting the World<br />a practical approach to the <br />Red Ink Business<br />of Mobile for Museums<br />Nancy Proctor, Smithsonian Institution<br />14 June 2011<br />
  2. 2. Housekeeping<br />Ways of staying in touch:<br />ProctorN@si.edu@nancyproctor<br />Hashtags: #mtogo #SImobile<br />http://smithsonian-webstrategy.wikispaces.com/Mobile<br />Unanswered questions? http://wiki.museummobile.info/museums-to-go/mobile-faqs<br />
  3. 3. Is mobile a fad?<br />
  4. 4.
  5. 5. Apps don't generate profit for publishers. <br />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. <br />http://www.fastcompany.com/1684020/the-great-app-bubble<br />
  6. 6. Mobile includes both:<br /><ul><li>Pocketable(phones, iPods, gaming devices)
  7. 7. Smartphones(apps and mobile web)
  8. 8. Podcasts(video and audio)
  9. 9. BYOD(bring your own device)
  10. 10. Mobile web sites
  11. 11. Portable(tablets and eReaders)
  12. 12. ‘Dumb’ phones(voice calls and txting)
  13. 13. otherdownloadable content (PDFs, eBooks)
  14. 14. mobile devices provided on-site by SI museums
  15. 15. Large-screen websites on mobile devices</li></li></ul><li>The Costs of Mobile<br /><ul><li>Platform
  16. 16. Rev shares: 30% to Apple, n% to platform provider
  17. 17. Interface design
  18. 18. Development (app/mobile website)
  19. 19. Software: CMS, statistics, distribution
  20. 20. For-fee services (or staff time)
  21. 21. SaaS
  22. 22. Players, charging racks, headsets, lanyards
  23. 23. Software: statistics, distribution
  24. 24. Operations staff
  25. 25. Opensource platform
  26. 26. Minutes
  27. 27. Text messages
  28. 28. On-site infrastructure
  29. 29. Project management & staff time
  30. 30. Content, include licensing of assets
  31. 31. Marketing
  32. 32. + Free Marketing (off-site)</li></ul>+ MAINTENANCE<br />
  33. 33. Common Mobile Business Models<br />http://conference.archimuse.com/mw2011/papers/getting_on_not_under_the_mobile_20_bus<br />
  34. 34. Freemium: National Constitution Center<br />http://itunes.apple.com/us/app/national-constitution-center/id399722048?mt=8<br />
  35. 35. Subscription: Museum Magazines…& more??<br />Your magazine or catalogue here??<br />
  36. 36. Open Data: <br />http://www.brooklynmuseum.org/community/blogosphere/2009/04/17/brooklyn-museum-api-the-iphone-app<br />http://www.brooklynmuseum.org/community/blogosphere/2010/12/01/app-store-confusion-necessitates-api-changes<br />
  37. 37. Ad-supported<br />
  38. 38. Donations<br />http://mobilegiving.org/?page_id=48<br />
  39. 39. Red Ink Businesses<br />Invaluable collections = highest possible quality<br />Public good = relevant, accessible &accountable<br />‘Forever business’ = must be sustainable<br />Max Anderson, Prescriptions for Art Museums in the Decade Ahead, <br />CURATOR, The Museum Journal, Volume 50, Number 1 January 2007<br />
  40. 40. Museum Mobile Business Strategy<br />Principles:<br />Profitshould not be the imperative; <br />Mobile should instead aim at network effects in support of mission goals, existing revenue streams and priority initiatives;<br />And transforming the way we do business, to make it more effective, efficient, open and accountable to stakeholders. <br />
  41. 41. A crazy idea?<br />“A Wikipedia of the Physical World”<br />http://smithsonian20.si.edu/schedule_webcast2.html<br />
  42. 42. Wikipedia<br />…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. <br />That means the average contributor works on ~186 articles?!<br />
  43. 43. Meaningful Workers<br />http://www.flickr.com/photos/cambodia4kidsorg/4294119350/<br />
  44. 44. SI Mobile’s Vision<br />Recruit the world <br />to increase and diffuse knowledge<br />by using mobile platforms to enlist collaborators globally in undertaking the real and important workof the Institution. <br />Put the Smithsonian not just in the people’s pockets, <br />but in their hands.<br />
  45. 45. The People’s Institution <br />James Smithson:<br />“for the increase<br />and diffusion of <br />knowledge”<br />Louise RochonHoover,"Secretary Henry Posts DailyWeather Map in Smithsonian Building, 1858.”<br />The Megatherium Club, a group of young naturalists who collected for the Smithsonian in the 19th C. http://en.wikipedia.org/wiki/Megatherium_Club<br />
  46. 46. The Multiplatform Museum<br />
  47. 47. The Multiplatform Museum<br />
  48. 48. More than multiplatform…<br />
  49. 49. The Museum is a Distributed Network<br />Edward Hoover, 2010, from Flickr.<br />
  50. 50. Chandra Xray Observatory<br />
  51. 51. Design USA at Cooper-Hewitt<br />“Don’t even think about not using it because then you won’t truly see the show.”<br />Roberta Smith, NY Times, <br />14 Jan 2010 http://www.nytimes.com/2010/01/15/arts/design/15design.html<br />http://smithsonian-webstrategy.wikispaces.com/Design+USA+iPod+Touch+tour<br />
  52. 52. Set in Style iPad App<br />Cooper-Hewitt <br />National Design Museum<br />
  53. 53. MEanderthal<br />http://smithsonian-webstrategy.wikispaces.com/MEanderthal<br />
  54. 54. NMNH Leafsnap<br />
  55. 55. NASM “Got a Question?” Txt Test<br /><ul><li> one week
  56. 56. 84 unique users
  57. 57. 88 responses</li></ul>http://smithsonian-webstrategy.wikispaces.com/NASMmobile_gotaquestion<br />
  58. 58.
  59. 59. ARGs: GOAC, PHEON, PDP<br />
  60. 60. mLearning Workshops<br />
  61. 61. Mobile Learning at the Hirshhorn<br />
  62. 62. Work in Progress…<br />35<br />
  63. 63. Non-profit Network Effects<br />Quality of the overall visitor experience<br />Volunteer recruitment & crowdsourcing<br />Community development<br />Institutional collaborations, e.g. content sharing<br />Membership & member benefits<br />Donations<br />Ticket & product sales<br />Monetizing user data: enhanced sponsorship value<br />Edward Hoover, 2010, from Flickr.<br />
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