From Headphones to Microphones: Mobile 2.0 and the Museum as Distributed Network

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Presentation at the City University of Hong Kong 3 November 2011.

Text of From Headphones to Microphones: Mobile 2.0 and the Museum as Distributed Network

  • 1.From Headphones to Microphones Mobile 2.0 and the Museumas Distributed Network Nancy Proctor, Smithsonian Institution 3 Nov 2011

2. Are museums a fad?Nancy Proctor, 2 3. What is the Museumin this Web 2.0 world of information on demand? 3 4. The MuseumNancy Proctor, 4 5. The Museum is a Social Network 6. The Museum is transforming from Acropolis11/4/2011 Nancy Proctor, Nancy Proctor, proctorn@si.edu6 6 7. into Agora 8. What is mobile? 9. 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 siteson mobile devices 10. In the Museum asDistributed Network 10 11. at least half of the Museums platforms are already mobile. 11 12. So if we want tomeet our audiences where they areAnd take them some place new 13. Mobile is a great vehicle 13 14. Mobile Metrics New Categories:CreatingWorkingLearning 15. Mobile is a unique mix:of the personaland the social 16. Mobile is Disruptive Both A new set of tools and platforms for communications, learning and developing and distributing content Photo CC licensed: 7384/ 17. Mobile is TransformativeAnd also:A fundamentallynew way ofconnecting, collaborating andlearning 18. Is mobile a fad? 19. 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. 20. 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 21. Made-for-Museum Mobile Devicesinto 100g of audio- visual player ack modes, the mediaPackergives you the controlIts open platform architecture makes changes andasy to use and store, yet doubling as audio guide,system isaheavy duty interpretation tool thatBattery type 2 Congurationalkaline, AAABasic congurationAutonomy: 8 HrsExternal memory: 2GB Fastening: LanyardPlayer dimensionsExternal speaker: W eight (incl memory 1 x Headphonesand battery): 90 gramsC olour scheme:Length: 10.0 cm Lime green / blackW idth: 7.0 cmDepth: 1.4 cmOptionsCustomised colourWarranty informationscheme: Any, to order Manufacturerswarranty:Video synchronisation: 2Y earsAvailable R manufacturing:oHS Anti-theft protection: CompliantAvailable W E scheme compliance: EE Statisticsprogramme: Registered Available 22. 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 distributionContent, include For-fee services (or staff time)Marketing SaaS+ MAINTENANCE 23. Common Mobile Business Models EstablishedNewOmnibusFreemiumSubscription Open dataSponsorshipAd-supportedMembership Benefit Donations 24. Freemium: National Constitution Center 25. Subscription: Museum Magazines& more??Your magazine orcatalogue here?? 26. Open Data: blogosphere/2010/12/01/app-store-confusion-17/brooklyn-museum-api-the-necessitates-api-changesiphone-app 27. Ad-supported 28. Donations 29. 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 30. Museum Mobile Business StrategyPrinciples: Profit should not be the imperative; Mobile should instead aim at networkeffects in support of mission goals, existingrevenue streams and priority initiatives; And transforming the way we do business,to make it more effective, efficient, open andaccountable to stakeholders. 31. How does mobile help transformthe museum? 32. The Multiplatform MuseumMuseum 33. The Multiplatform MuseumMuseum 34. More than multiplatform 35. The Museum is a Distributed NetworkEdward Hoover, 2010, from Flickr. 36. 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 sponsorshipvalue Edward Hoover, 2010, from Flickr. 37. from Disruptiveto Transformative= Strategic 38. You dont need amobile strategy;you need mobile to bepart of the strategy. 39. SI Mobiles 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 40. SI Mobiles VisionRecruit 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 inthe peoples pockets,but in their hands. 41. The Peoples 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. /Megatherium_Club 42. How do we Recruit the World? 43. Its NOT about the TechnologyFraunhofer Institute, Kunstmuseum Bonn: Beat Zoderer exhibition (Listen project) 2003 44. Falling on deaf ears?Nancy Proctor, Conference 3 June 452009 45. Thinking outside the audiotour boxFrom we do the talking to From Headphonesyou Microphoneswe help to do the talking. Chris Anderson, Wired, Smithsonian 2.0 Conference, 24 Jan 2009 Nancy Proctor, 46 46. NMNH Leafsnap11/4/2011Nancy Proctor, 47 47. 6 years old & they already see the opportunities here.Thank you for opening the door to the future! 48. Smithsonian Mobile11/4/2011 Nancy Proctor, 49 49. Mobile Social Media as ArtHalsey Burgunds ScapesdeCordova Sculpture Park & MuseumLincoln, MA until Nov 14 50. Stories from Main Street Nancy Proctor, 52 51. Stories from Main Street Nancy Proctor, 53 52. Mobile MetricsAccessibilityQualityRelevanceSustainability Accountability 53. Use mobile as radical social media to connect people & the museum& create network effectsthat accomplish meaningful work. 54. More about Mobile @NancyProctor, 55. Links for Museum Devices