Nancy Proctor's presentation at the Powerhouse Museum in Sydney, Australia, 19 April 2011.

1. Mobile 2.0 From Headphones to Microphones Nancy Proctor, Smithsonian Institution Powerhouse, 19 April 2011

2. 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

3. Are museums a fad? http://smithsonian20.si.edu/schedule_webcast1.html Nancy Proctor, ProctorN@si.edu 3

4. What is the Museum in this Web 2.0 world of information on demand? 4

5. The Smithsonian Institution The world’s largest museum & research complex

7. 156 Affiliate museums

8. 9 Research centers

9. And a ZooMore than 30 million visitors in 2010 & 180 million ‘virtual’ visitors

10. 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

11. The Museum is transforming from Acropolis… Nancy Proctor, ProctorN@si.edu 8

12. … into Agora

13. The Museum isa Social Network

14. The Multiplatform Museum

15. The Multiplatform Museum

16. More than multiplatform…

17. The Museum is a Distributed Network Edward Hoover, 2010, from Flickr.

18. Is mobile a fad? What is mobile?

21. Smartphones(apps and mobile web)

22. Podcasts(video and audio)

23. BYOD(bring your own device)

24. Mobile web sites

25. Portable(tablets and eReaders)

26. ‘Dumb’ phones(voice calls and txting)

27. otherdownloadable content (PDFs, eBooks)

28. mobile devices provided on-site (audio tours etc.)

30. Mobile is a unique mix: of the personal and the social

31. 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/

32. 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/

33. In the Museum as Distributed Network… 22

34. …at least half of the platforms are already mobile. 23

35. So if we want to meet our audiences where they are And take them some place new…

36. Mobile is a great vehicle http://www.youtube.com/watch?v=6ILQrUrEWe8 25

37. Audio Tour 1.0 Stedelijk Museum, Amsterdam, 1952

38. 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

39. Audio tour 2.0? Most of our audiencesdon’t go here!

40. Think outside the audio tour box Think about content & experience From headphones to microphones

41. 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

42. 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

43. The 80/20 Rule http://www.flickr.com/photos/cambodia4kidsorg/4294119350/

44. 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.

45. 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.

46. 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)

47. Niche Products for Niche Audiences http://smithsonian20.si.edu/schedule_webcast2.html

48. Playing to the niches

50. Niche expertise

51. Niche contenthttp://cathexis.typepad.com/cathexis/2006/12/enterprise_20_t.html

52. 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

53. Made-for-Museum Mobile Devices

54. 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

56. Rev shares: 30% to Apple, n% to platform provider

57. Interface design

58. Development (app/mobile website)

59. Software: CMS, statistics, distribution

60. For-fee services (or staff time)

61. SaaS

62. Players, charging racks, headsets, lanyards

63. Software: statistics, distribution

64. Operations staff

65. Opensource platform

66. Minutes

67. Text messages

68. On-site infrastructure

69. Project management & staff time

70. Content, include licensing of assets

71. Marketing

72. + Free Marketing (off-site)+ MAINTENANCE

73. In-house or Outsourced?

74. Common Mobile Business Models http://conference.archimuse.com/mw2011/papers/getting_on_not_under_the_mobile_20_bus

75. Rental/Omnibus

76. Freemium: National Constitution Center http://itunes.apple.com/us/app/national-constitution-center/id399722048?mt=8

77. Subscription: Museum Magazines…& more?? Your magazine or catalogue here??

78. 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

79. Sponsorship?

80. Ad-supported

81. Donations http://mobilegiving.org/?page_id=48

82. 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.

83. 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.

84. Mobile Metrics Accessibility Quality Relevance Accountability Sustainability

85. 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

86. 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