This document discusses using mobile technologies in museums. It provides reasons for and against going mobile, as well as examples of different mobile options like audio guides, apps, and mobile web content. Key advantages of mobile include increased visitor engagement, attracting younger visitors and families, and enhancing the experience. However, mobile uptake can be low without incentives. The document recommends mobile as part of an integrated communication strategy and provides tips on ensuring content is worthwhile and easy to use.

1. Using mobile in Museums
Jo Van Hove
Founder @ iBeaken.com
Shelley Manion
Digital Learning Programmes Manager at the British Museum

2. Program
Going mobile
 to go mobile or not
 different devices
 advantages/disadvantages
 costs involved

3. Why on earth go mobile ?
Many reasons NOT to go mobile
 my visitors are too old or not interested
 we don‟t have time
 we don‟t have the staff
 we don‟t understand anything
 we don‟t have money

4. Why on earth go mobile ?
Many reasons to go mobile
 visitor engagement
 urge to tell more
 your image
 attract younger visitors and more families
 enhance the visitor experience
 introduce a game element
 earn money

5. Why on earth go mobile ?
“If you want to make
something new work, add a
game to it.”
Steve Jobs

6. Why on earth go mobile ?
“If you want to make
something new work, add a
collection to it.”
Jo Van Hove

7. Why on earth go mobile ?
Going mobile is a „game‟ element of your
„communication mix‟
 website
 folders
 advertising
 social networks
 games / apps
 digital cartels
 serious games

8. What is „mobile‟ ?
different kinds of services
 audio guides
 visio guides
 eshkar
 QR codes
 image recognition
 serious games
 3D reconstruction
 augmented reality
 NFC / RFID triggers
 infrared triggers
 wifi triggers
 route guidance
 ...

9. What is „mobile‟ ?
“Kids and families are more
interested in what it does
than what it tells...”
Jo Van Hove

10. What is „mobile‟ ?
different kinds of devices
 custom made devices/readers
 digital cameras
 mp3 players
 note pads
 smartphones
 tablets
 PSP, Game boy, Nintendo DS

11. A difficult choice
Keep this in mind :
 mobile is a great part of your communication mix
 include as many people as possible
 keep it simple
 keep the investment reasonable
 appoint person that is responsible

12. A difficult choice
Audio guides, Apps, Mobile or a combination ?

13. Audioguides/Visioguides
Advantages Disadvantages
 good experience  „lone‟ experience
 easy to use  limited story
 widely spread  no sharing on socnets
 good suppliers  expensive (low nr visitors)
 revenue model  no visitors statistics
 control „dwell time‟

14. Apps
Advantages Disadvantages
 offline  exclusive technology
 gaming  expensive
 graphics  marketing
 revenue model (max  limited users (platforms)
500£/year)  low download penetration
 technology dependent
 „difficult‟ to update
 limited space on phone

15. Apps
“Today‟s apps are the
CD-roms of the year 2000 :
they will disappear...”
Jo Van Hove

16. Mobile
Advantages Disadvantages
 cheap(er) to deploy  graphics not so sexy
 platform independent  bandwidth
 all phones = more users  roaming (no EU roaming
 no space needed on phone anymore from July 1st, 2014 !!)
 fast adoption
 known from computer
 profiling and visitor
engagement
 easier to update

17. Mobile
“Don‟t forget your visitors
without smartphones !!”
Jo Van Hove

18. Figures
„Unforced‟ use (volontary use)
 maximum (!) 3% use/downloads

19. Figures
„Unforced‟ use (volontary use)
 maximum (!) 3% use/downloads
„Forced‟ use (obligatory use, part of the experience)
 upto 100% use (mostly audio, rarely apps/mobile)
 example Casa Batllo (Barcelona)
 example Alcatraz (San Francisco, USA)

20. Costs
Enhance the experience at what cost ?
 APPS : 15.000 – 100.000£/platform
 Mobile : 5.000 – 25.000£ for ALL smartphones
 Saas* Mobile/App : „free‟ - 350£ - 4000£/year
 Audio guides : 350£/1 min or % of sales
 WIFI system : 500£ upto >30.000£
‘number of visitors x 0,03 x investment = price per user’
*SaaS = Software as a Service

21. Costs
“Better to invest in a good
performing WIFI system”
Jo Van Hove

22. Desperate what to choose ?
Mobile will only work with stimulus !
 make it worth using : content is the key !
 make it easy to use
 enter a game or collection element
 reception desk communication
 website communication

23. Show case
Shelley Manion
Digital Learning Programmes Manager at the
British Museum
https://voicethread.com/share/3483800/

24. Conclusion
Mobile is the way to go !!
 DON’T consider mobile as a separate thing but a
full and integrated part of your communication
mix
 make mobile available for ALL
 it‟s a myth that you need an app
 it‟s not so complicated
 there are mobile solutions for all budgets
 you attract more families
 show a younger, more active image

25. contact
Jo Van Hove, founder
jvh@ibeaken.com
http://ibeaken.com
+32 475 44 04 54
twitter : @ibeaken
facebook : ibeaken