The document discusses the increasing significance of mobile applications in museums, highlighting their potential to enhance visitor engagement and learning experiences. It outlines the diverse benefits of implementing mobile technology, including increased access to content, expanded audience reach, and opportunities for revenue generation. The document emphasizes the importance of measuring the value of these applications through both tangible and intangible metrics to ensure their effectiveness and continued support.

1. Measuring the Value of Mobile Applications Dr Lynda Kelly Head of Web and Audience Research Australian Museum 2 December 2010

2. Why mobile? +23 million mobile phones in Australia: one-third internet enabled App downloads (Webling, 2010) : iPhone store passed 5bn downloads in June 2010 Android passed 1bn downloads in July 2010 Blackberry app world 1m downloads daily iPad store 35m app downloads in first 65 days Generation C (Nielsen, Oct 2010) : The connected collective consumer “ I share therefore I am”

3. Why museums and mobile? Research tells us that Australians are in these spaces greater numbers Research also tells us that museum visitors: are in these spaces in even greater numbers they tend to be early adopters and comfortable with technology have higher education and income levels than general population have high visitation from students

4. What are museums doing with mobile? iTunes store search on museums and education: 76 apps for iPad 207 apps for iPhones Active ‘developer’ groups on Twitter and FB: #mtogo, #nodem10, MCN, Museum3, Some cool apps: Melbourne Museum Please Touch the Exhibit for iPad MoMA Abstract Expressionist New York AMNH Dinosaurs , Cosmic Discoveries

5. Why mobile at the Australian Museum? Increase access to our research and collections: Inspiring the exploration of nature and cultures repurpose existing content Share our content + enable user-generated content: richer data, collections more ‘findable’ Build new audiences: + extend experience for existing audiences Raise revenue / generate income: bring more visitors to College Street site Extend our brand as contemporary, connected, cool

6. Why measure “value” in an app? Extend touchpoints and reach Rework user experience based on feedback: improve product for user generate income Show synergies between websites and mobile: complement, not compete Increase sponsorship and advertising prospects ROI measures assist in continued funding and organisation buy-in / support

7. Why measure “value” in museum apps? Mobile next key trend for online learning (Horizon Report Museum Edition 2010) Visitors strongly identify museums with learning, education and entertainment (Kelly, 2007) Provide a better and more varied learning experience for users ... stand out in an increasingly crowded market ... maximise revenue and sponsorship opportunities Demonstrate relevance

8. The museum without walls ... “ The people’s museum should be more than a house full of specimens in glass cases. It should be a house full of ideas” George Brown Goode (c. 1880) The 21 st century museum audience will be: better connected, more informed, more engaged, older, more culturally diverse, architects of their own learning ... and our partners The 21 st century museum will need to be: a house full of ideas and a museum without walls enabling learners, users, visitors to became participants wherever they are and however they choose

9. What does “value” mean? Many things to many people: Define measure then define value? Define value the define measures? Enhancing ‘brand’ Tangible: Revenue, downloads, buy other products, likes, shares, ratings, user reviews Intangible: Brand perception, user experience, learning outcomes, behaviour change, ‘viral-ness’, personalisation/identity

10. Work Package 5: Measuring the Value of Mobile Applications Leaders: Dr Lynda Kelly, Head of Web and Audience Research, Australian Museum Dr Dian Tjondronegoro, Head of Mobile Lab, QUT Partners / Potential Partners: Fairfax Digital Australian Museum Powerhouse Museum Botanic Gardens Trust NSW Government (GCIO)

11. What are we doing? Tease out ideas around value: initial partner meeting/brainstorm Generate set of measures: tangible and intangible Environmental scan: what’s happening in the marketplace? Pilot test, evaluate and learn Share findings widely generate input and discussion