It saves platform & on-site operations, but adds other costs: We may have changed platform providers – gone from a proprietary audio tour system to a proprietary app-authoring system, for example, but I don’t think the bottom line is going to be very different. On the other hand, what museums are doing a lot more of is à la carte purchasing of the elements of their mobile mix; this has and is still in the process of radically changing mobile vendors’ business, and of course has led to many new entrants in the market, some of whom you’ll get a chance to meet here today.
Only 3 so far in iTunes: will they remain free? No comment on frequency of update…Object Magazine 60: Design mag out of Australian Center for Craft & Design, launched 11 March 20114Art Korean art magazine from 4Art Co. Ltd., 16 March 2011Civico 103 from Galleria Civica di Modena, launched 25 Jan 2011
From Headphones to Microphones: Mobile 2.0 and the Museum as Distributed Network
From Headphones to Microphones Mobile 2.0 and the Museum as Distributed Network Nancy Proctor, Smithsonian Institution 3 Nov 2011
Are museums a fad?Nancy Proctor, ProctorN@si.edu 2
What is the Museumin this Web 2.0 world of information on demand? 3
The Museum is transforming from Acropolis…11/4/2011 Nancy Proctor, ProctorN@si.edu Nancy Proctor, firstname.lastname@example.org 6 6http://www.trekearth.com/gallery/Europe/Greece/Attica/Attiki/Athens/photo442345.htm
Mobile includes both: Pocketable & Portable (phones, iPods, gaming devices) (tablets and eReaders) Smartphones & ‘Dumb’ phones (apps and mobile web) (voice calls and txting) Podcasts & other downloadable (video and audio) content (PDFs, eBooks) BYOD & mobile devices provided (bring your own device) on-site by SI museums & Large-screen websites Mobile web sites on mobile devices
…at least half of the Museum’s platforms are already mobile. 11
So if we want tomeet our audiences where they are And take them some place new…
Mobile is a great vehicle http://www.youtube.com/watch?v=6ILQrUrEWe8 13
Mobile Metrics New Categories: Creating Working Learninghttp://mashable.com/2011/03/23/mobile-by-the-numbers-infogrpahic/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+Mashable+%28
Mobile is a unique mix:of the personal and the social
Mobile is Disruptive Both A new set of tools and platforms for communications, learning and developing and distributing content Photo CC licensed: http://www.flickr.com/photos/jdlasica/13892 7384/
Mobile is TransformativeAnd also:A fundamentallynew way ofconnecting, collaborating andlearning http://www.queerty.com/smithsonian-not-pleased-with-patrons- bringing-aids-jesus-back-into-the-museum-on-an-ipad-20101206/
Apps dont generate profit for publishers.Apple CEO Steve Jobs has said, the App Store has generated morethan $1 billion in revenue for developers. That sounds like a bignumber. But… One billion dollars in revenue for the approximately225,000 apps is $4,444 per app--significantly less than an app coststo develop. …A typical iPhone app costs $35,000 to develop. Themedian paid app earns $682 per year after Apple takes its cut. Withthese calculations for the typical paid app, it takes 51 years to breakeven. Its 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 ata rate of 2 second per app, it would take approximately 34 hours forsomeone to check out each one. Thats not great odds for a revenuemodel based on advertising. http://www.fastcompany.com/1684020/the-great-app-bubble
muchApps dont generate profit for publishers. ^ As of October 2011: • More than 15 billion iOS app downloads • iTunes store hosts 420,000 apps • More than $2.5 billion paid to app developers to date = ~ $6,000/app, including free & in-app purchases - TechCrunch
Made-for-Museum Mobile Devicesinto 100g of audio- visual player ack modes, the mediaP acker™gives you the controlIts open platform architecture makes changes andasy to use and store, yet doubling as audio guide,™system isaheavy duty interpretation tool that Battery type 2 Conﬁguration alkaline, AAA Basic conﬁguration Autonomy: 8 Hrs External memory: 2GB Fastening: Lanyard Player dimensions External speaker: W eight (incl memory 1 x Headphones and battery): 90 grams C olour scheme: Length: 10.0 cm Lime green / black W idth: 7.0 cm Depth: 1.4 cm Options Customised colour Warranty information scheme: Any, to order Manufacturerswarranty: Video synchronisation: 2Y ears Available R manufacturing: oHS Anti-theft protection: Compliant Available W E scheme compliance: EE Statisticsprogramme: Registered Available
The Costs of Mobile Platform Rev shares: 30% to Apple, n% to platform Minutescharging Opensource platform Interface design racks, headsets, lanyards Players, On-site infrastructure provider statistics, distribution Development (app/mobile website) Text messages Software: Project management(off-site) + Free Marketing & staff time Software: CMS, statistics, assets Operations staff licensing of distribution Content, include For-fee services (or staff time) Marketing SaaS + MAINTENANCE
Common Mobile Business Models Established New Omnibus Freemium Subscription Open data Sponsorship Ad-supported Membership Benefit Donationshttp://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/ http://www.brooklynmuseum.org/community/community/blogosphere/2009/04/ blogosphere/2010/12/01/app-store-confusion-17/brooklyn-museum-api-the- necessitates-api-changesiphone-app
Red Ink Businesses 1. Invaluable collections = highest possible quality 2. Public good = relevant, accessible & accountable 3. ‘Forever business’ = must be sustainableMax Anderson, Prescriptions for Art Museums in the Decade Ahead,CURATOR, The Museum Journal, Volume 50, Number 1 January 2007
Museum Mobile Business StrategyPrinciples:• Profit should 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.
The Museum is a Distributed Network Edward Hoover, 2010, from Flickr.
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.
“You don’t need amobile strategy;you need mobile to bepart of the strategy.”
SI Mobile’s Strategy1. Integrate mobile into everything we do to create a whole greater than the sum of its parts;2. Transform the way the Institution works in order to achieve its strategic goals and vision for the 21st century.Metrics of success: Accessibility, Quality,Relevance, Sustainability and Accountability
SI Mobile’s Vision Recruit the worldto increase and diffuse knowledgeby using mobile platforms to enlistcollaborators globally in undertaking the realand important work of the Institution. Put the Smithsonian not just in the people’s pockets, but in their hands.
The People’s InstitutionLouise Rochon Hoover, James Smithson:"Secretary Henry Posts Daily “for the increaseWeather Map in Smithsonian and diffusion ofBuilding, 1858.” knowledge” The Megatherium Club, a group of young naturalists who collected for the Smithsonian in the 19th C. http://en.wikipedia.org/wiki /Megatherium_Club
It’s NOT about the TechnologyFraunhofer Institute, Kunstmuseum Bonn: ‘Beat Zoderer’ exhibition (Listen project) 2003
Falling on deaf ears?Nancy Proctor, ProctorN@si.edu http://picasaweb.google.com/anup.rao/HaifaAkkoIsrael#4954285426665324562Handheld Conference 3 June 452009
Thinking outside the audiotour box “From we do the talking to From Headphonesyou Microphones we help to do the talking.” – Chris Anderson, Wired, Smithsonian 2.0 Conference, 24 Jan 2009 http://smithsonian20.si.edu/schedule_webcast2.html11/4/2011 Nancy Proctor, email@example.com 46