Getting On (not Under) the Mobile 2.0 Bus

Getting on (not under) the Mobile 2.0 Bus

Peter Samis, SFMOMA, USA

Nancy Proctor, Smithsonian Institution, USA

Allegra Burnette, The Museum of Modern Art, USA

Rich Cherry, Balboa Park Online Collaborative, USA

In the bright new Age of Apps, the old
lease contract model appears dead.

And a new one hasn’t replaced it yet.

What was once a monolithic business
model:

Mobile Tour Company A or AA

Content Development Content Production Publishing to Devices Hardware Provisioning Mktng, Sales & Dstribution
Scripting for Ear Sound & Media to Visitors

Has exploded into its component parts:

Mobile Tour Company A

Content Development Content Production Publishing to Devices Hardware Provisioning Mktng, Sales & Dstribution
Scripting for Ear Sound & Media to Visitors

Creating a myriad of new models:

Content: Script Content: Media Publishing to Hardware Mktg, Sales &
E
F Development Production devices Provisioning Distribution
V
R Museum alone Museum alone Museum alone Museum alone Museum alone
A
O
L
N
U
T Museum with Museum with Museum with Museum with Museum with
Vendor Vendor Vendor App
Your Vendor Vendor A
Here?
T
E
Completely Completely Completely Completely Completely I
N outsourced outsourced outsourced outsourced outsourced
O
D
N

[Fill in the matrix with the project of your choice!]

SFMOMA’s current permutation:

E
F Development Production devices Provisioning Distribution
V
R Museum alone Museum alone Museum alone
A
O Making Sense of iPod Touch units Making Sense of
Modern Art Modern Art
L
N Mobile Selected specials Mobile

U
T Museum + Vendor Museum + Vendor Museum + Vendor Museum + Vendor
Selected specials MSoMA Mobile SFMOMA with
NOUSguide
NOUS-guide
•  iPod cases
A
The Steins Collect Selected specials software •  charging carts T
Earprint Acoustiguide Acoustiguide Acoustiguide I
E Productions
The Steins The Steins The Steins
O
N The Steins Collect Collect: Matisse, Collect: Matisse, Collect: Matisse,
Picasso, et al. Picasso, et al. Picasso, et al.
N
D

Other examples:

Tate’s current permutations:
Development Production devices Provisioning Distribution

+Tate Trumps
Tate
Tate
Small Exhibitions
Tate
Small Exhibitions
Small Exhibitions
on Mobile web Tate Tate
Tate Trumps Tate Trumps Tate Trumps

Museum + Vendor Museum + Vendor Museum + Vendor
Tate Trumps Tate Trumps
Tate & Antenna Tate & Antenna Tate & Antenna
Large Exhibitions Large Exhibitions Large Exhibitions

Vendor Only Vendor Only

Tate & Antenna Tate & Antenna
Large Exhibitions Large Exhibitions

Nelson-Atkins current
permutation:
Development Production devices Provisioning Distribution

Museum alone Museum alone Museum alone Museum alone

Museum + Vendor

+ local univ. studio

So what does it all cost to start up…

and to sustain?

Year One: Building the Infrastructure
Multimedia Tour: SFMOMA Start-up Costs

$80,000.00

$70,000.00

$60,000.00

$50,000.00 Writing for the ear (freelance)
Sound design & engineering
$40,000.00
Licenses: media content & software
$30,000.00 Hardware: iPods, cases, carts, etc.
Software dev & support
$20,000.00

$10,000.00

$-
1
Cost Centers

Plus an equal, if less visible, in-house contribution:
• Audit existing content & interview curators
• Write scripts & solicit Guest Takes
• Design screens & author in mobile CMS
• Set up and test network infrastructure
• Set up device distribution with Visitor Services

Compare that to a steady state…

Multimedia Tour: Start-up vs. Steady State

$80,000.00

$70,000.00

$60,000.00

$50,000.00

Writing for the ear (freelance)
$40,000.00 Sound design & engineering
Licenses: media content & software
Hardware: iPods, cases, carts, etc.
Software dev & support
$30,000.00

$20,000.00

$10,000.00

$-
1 2
Cost Centers

Now, with the plethora of mobile CMSes
out there, these steady state numbers
are becoming highly fungible.

$10K

?

Content: Content: Publishing to Hardware Mktg, Sales &
Script Media devices Provisioning Distribution
Development Production

(also depending on in-house media production capacity)

N.B. The steady state system you
develop doesn’t need to sustain a
blockbuster!

Made-for-Museum Mobile Devices

Museum Device Providers

•  Acoustiguide
•  Antenna
•  Audissey Guides
•  Barz Adventures
•  Guideport
•  Imagineear
•  Nousguide
•  Ophrys
•  Sycomore
•  Tourmate

Common Mobile Business Models

Established New
Omnibus Freemium

Subscription Open data

Sponsorship Ad-supported

Membership Benefit Donations

Sponsored (anonymously): Balboa Park App

Sponsored (anonymously): Balboa Park
Giskin Cell Phone Adventure

Freemium: National Constitution Center

http://itunes.apple.com/us/app/national-constitution-center/id399722048?mt=8

Freemium: MoMA Books

http://itunes.apple.com/us/app/moma-books/id423391398?mt=8

Subscription: Museum Magazines…
& more??

Your
magazine or
catalogue
here??!

Open Data

http://www.brooklynmuseum.org/ http://www.brooklynmuseum.org/
community/blogosphere/2009/04/17/ community/blogosphere/2010/12/01/app-
brooklyn-museum-api-the-iphone-app store-confusion-necessitates-api-changes

Donations

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

Defining the project

Goals Content Device
Marketing Tours iPhone/iPod
Touch
Revenue Games Android
Visit planning Interviews Other
smartphones
Visit follow up Maps/navigation iPad

Engagement Timelines Android tablets
beyond the
museum
Etc. Etc. Etc.

Exhibition

Kiosk iPad App

Facebook/
Publication
Twitter

AB EX
Audio and
Video
NY Website

MoMA Online
iPhone App Tickets

Online
Retail
Courses

Value of mobile in business models
is currently the “network effect”,
where the whole is greater than
the sum of its parts

For more on information on infrastructure
required for mobile tours to work well in a
museum

Attend Rich Cherry’s mini workshop:
Collaboration, Dark Fiber and the Challenges of
Deploying Mobile Infrastructure

Tomorrow at 1 p.m.

Where you can learn how to wire your museum
and what are the differences and advantages of
Wifi, Cellular, Micro, Pico and Femto Cell and
distributed antenna systems.

Getting On (not Under) the Mobile 2.0 Bus

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