Tate Handheld Talk 2010

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Presented in London at Tate Modern's symposium, "Museums & Mobiles in the Age of Social Media," on Sept. 7, 2010. Talks about the explosion of the old single provider audio tour model in the face of apps, museums assuming a greater role in their own mobile content creation, and some visitors (though by no means all) wanting to use their own personal devices. How will museums bring their mobile multimedia interpretation to a broader public than the ones who own iPhones? Suggests opportunity spaces born of the disruption in this field.


<ul><li><p>When last we met</p></li><li><p>Four Tests in Three Summers: Assessing visitor preferences in handhelds at SFMOMAPeter SamisAssociate Curator, InterpretationSan Francisco Museum of Modern Art</p><p>Tate Handheld Symposium 5 Sept. 2008</p></li><li><p>NEXT STEPS[Then:]</p></li><li><p> Purpose-built or Visitor-supplied ?Controlled platformHi-fidelity audio, video &amp; interactivityFree of associations &amp; hassles of home &amp; officeOnly about the artFocused, optimized for tour experienceRewrites the economic model: No need for museum to lease fleets of players No need to staff and sell players to visitorsFree to visitorsMore casualbutQuality of experience cannot be assured Questions we have now: </p></li><li><p>Does that mean we bypass the bells and whistles of Flash and the iPhone?</p></li><li><p>Or do we opt for that expressive power and continue to supply the hardware on the old lease contract model?</p></li><li><p>I, for one, no longer believe it will all sort itself outin two years.</p></li><li><p>Two years later</p></li><li><p>When it comes to the World of Apps, the old lease contract model appears dead.And a new model hasnt been invented yet.</p></li><li><p>The Grail:1. A single CMS that publishes to multiple custom interfaces:In-house multimedia touriPhone/iPad appAndroid appPlatforms to come2. An affordable, practical device &amp; distribution infrastructure that ensures equal access for all visitors, tech-savvy or not</p></li><li><p>What Museums have learned since 2008:We can create our own content&amp; enlist the help of script-writers &amp; sound designers to do soWere being empowered to publish it to multiple devices by a plethora of new mobile CMS vendors</p></li><li><p>But we havent figured out the hardware/distribution model.*Especially for blockbusters.* and this used to be the profit center forAntenna &amp; Acoustiguide!</p></li><li><p>What was once a monolithic business model:</p></li><li><p>Has exploded into its component parts:</p></li><li><p>Has exploded into its component parts:[Fill in the matrix with the museum of your choice!]Your App Here?</p></li><li><p>SFMOMAs current permutation:SFMOMA withNOUS-guideSFMOMASFMOMASFMOMA</p></li><li><p>Case Study: What it looks like when one museum takes this on.</p></li><li><p>2010: A rare opportunity to focus on the permanent collection</p></li><li><p>Jan 2009: We set to work.Artwork selection &amp; content audit:Making Sense of Modern ArtSFMOMA ArtcastsArtist interviewsPublic programsOutside sources (e.g., Skowhegan Archive, Art21 etc.), and of courseexisting Antenna stopsHans Haacke, News as installedat SFMOMA in The Art of Participation</p></li><li><p>The question, always, is one of content design.Object : Viewer : Gallery ContextRanjani Shettar being interviewed in front of her installation Sing Along</p></li><li><p>We had chosen two able partners: NOUSguide in Vienna &amp; Earprint in S.F.</p></li><li><p>Nous-Conductor software - CMSInterface design collaborationProgramming supportCustom iPod cases, lanyards, &amp; charging cartsExtending content to new platforms: iPhone, iPad &amp; Android appsBrainstorming acoustic treatmentsRecording curators on-site in galleries, talent in studio Mentoring on writing for the earSound design &amp; engineeringProducing some stops altogether</p></li><li><p>NOUS-Conductor offered us flexibility &amp; ease in adding new contentStephanie Pau reviewing ascreen with Alex Wolf during training</p></li><li><p>As we collaborated with Vienna on user-friendly screen designs. Tim Svenonius wth a screenful of template design mock-ups </p></li><li><p>Meanwhile, we were bringing together the curators in the galleries and recording them</p></li><li><p>One person started for each piece; others were free to respond or augment.Whats going on in this piece?What do you see that makes you say that?Sometimes they had a hard time answering in such concrete terms </p></li><li><p>And at other times senior &amp; junior curators sparked and riffed off each other.Its like being in art history class!We rarely get to spend that much time looking at things.</p></li><li><p>Content &amp; screens were assembled</p></li><li><p>Focus Group FindingsPeople love a short stop followed by the Go deeper option.Casual &amp; conversational tone worksFirst person, too.Visitors say they dont want to hear from any Joe Schmo.Keypad may be easier than cover flow</p></li><li><p>2010 Mobile Tour evaluation. (Top box %)Made visit much more enjoyableStrongly recommendVery satisfiedVery easy did to useQ. Guide RatingsNote: Percentages represent the highest ratingMade artwks much more meaningfulMobile Tours Impact A Visitors Experience FUSION RESEARCH + ANALYTICS</p></li><li><p>Q. . How did the Mobile Tour impact the amount of time you spent in the museum today? Mobile Tour Impact on Time Spent in Museum Mobile Tours Also Impact Time Spent FUSION RESEARCH + ANALYTICS</p></li><li><p>Q. Would you prefer to take a mobile tour using a device provided by a museum or your own personal device?2008 Vs 2010: Mobile Guide Device Preference Mobile Device Preferences Are Shifting Among Guide Users and Non-users Mobile Tour UsersNon Mobile Tour UsersFUSION RESEARCH + ANALYTICS</p></li><li><p>Q. How likely would you be to pay $1.99 to download a SFMOMA Mobile Tour app on your own personal device?Likelihood to download a Mobile tour for $1.99Non-Traditional Guide Users Offer the Largest Potential for Mobile Guide Downloads/Apps FUSION RESEARCH + ANALYTICS</p></li><li><p>Logistics</p></li><li><p>A new definition of Asset Management</p></li><li><p>Systems start out orderly</p></li><li><p>And turn random!</p></li><li><p>App as space to try experiments</p></li><li><p>Use case 1: social media</p></li><li><p>Use case 2: augmenting our fleet of in-house players when we run out!</p></li><li><p>Making it Sustainable</p></li><li><p>Bootstrapping in the Mobile space = taking on added responsibilities ResearchScriptingDesignProductionDeploymentDistributionUpkeepEvaluationFundraising</p></li><li><p>Education/IETCuratorialITDesignVisitor ServicesMarketing &amp; CommCAO/FinanceDevelopment</p><p>And intense inter-departmental collaboration:</p></li><li><p>This is not our experience!</p></li><li><p>In our effort to provide multimedia interpretation to our visitors free of charge, we have only begun to tackle the logistical infrastructure at which our vendors are past masters!</p></li><li><p>Theres an opportunity here for the right vendor.Whos going to take it on?Probably someone who understands the hardware/distribution business model.</p></li><li><p>Thank you.</p></li></ul>