Post on 22-Feb-2017
14 June 20111Nancy Proctor, proctorn@si.edu
Nancy Proctor, Smithsonian Institution14 June 2011
Recruiting the World
a practical approach to the Red Ink Business
of Mobile for Museums
14 June 20112Nancy Proctor, proctorn@si.edu
HousekeepingWays 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
14 June 20113Nancy Proctor, proctorn@si.edu
Is mobile a fad?
14 June 20114Nancy Proctor, proctorn@si.edu
14 June 20115Nancy Proctor, proctorn@si.edu
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
Apps don't generate profit for publishers.
14 June 20116Nancy Proctor, proctorn@si.edu
Mobile includes both: Pocketable (phones,
iPods, gaming devices)
Smartphones (apps and mobile
web)
Podcasts (video and audio)
BYOD (bring your own device)
Mobile web sites
& Portable (tablets and eReaders)
& ‘Dumb’ phones (voice calls and txting)
& other downloadable content (PDFs, eBooks)
& mobile devices provided on-site by SI museums
& Large-screen websites on mobile devices
14 June 20117Nancy Proctor, proctorn@si.edu
The Costs of Mobile
Rev shares: 30% to Apple, n% to platform provider
+ MAINTENANCE
Platform On-site infrastructure Project management & staff time Content, include licensing of assets Marketing
Interface design Development (app/mobile website) Software: CMS, statistics, distribution For-fee services (or staff time) SaaS
Players, charging racks, headsets, lanyards Software: statistics, distribution
Operations staff + Free Marketing (off-site)
Opensource platform Minutes Text messages
14 June 20118Nancy Proctor, proctorn@si.edu
Common Mobile Business ModelsEstablished New
Omnibus Freemium
Subscription Open data
Sponsorship Ad-supported
Membership Benefit Donations
http://conference.archimuse.com/mw2011/papers/getting_on_not_under_the_mobile_20_bus
14 June 20119Nancy Proctor, proctorn@si.edu
Freemium: National Constitution Center
http://itunes.apple.com/us/app/national-constitution-center/id399722048?mt=8
14 June 201110Nancy Proctor, proctorn@si.edu
Subscription: Museum Magazines…& more??
Your magazine
or catalogue
here??
14 June 201111Nancy Proctor, proctorn@si.edu
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
14 June 201112Nancy Proctor, proctorn@si.edu
Ad-supported
14 June 201113Nancy Proctor, proctorn@si.edu
Donations
http://mobilegiving.org/?page_id=48
14 June 201114Nancy Proctor, proctorn@si.edu
Red Ink Businesses
1. Invaluable collections = highest possible quality
2. Public good = relevant, accessible & accountable
3. ‘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
14 June 201115Nancy Proctor, proctorn@si.edu
Museum Mobile Business Strategy
Principles:
• Profit should not be the imperative;
• Mobile should instead aim at network effects in support of mission goals, existing revenue streams and priority initiatives;
• And transforming the way we do business, to make it more effective, efficient, open and accountable to stakeholders.
14 June 201116Nancy Proctor, proctorn@si.edu
http://smithsonian20.si.edu/schedule_webcast2.html
A crazy idea?“A Wikipedia of the Physical World”
14 June 201117Nancy Proctor, proctorn@si.edu
Wikipedia
…78 million visitors monthly as of January 2010. There are more than 91,000 active contributors working on more than 17,000,000 articles in more than 270 languages.
That means the average contributor works on ~186 articles?!
14 June 201118Nancy Proctor, proctorn@si.edu
Meaningful Workers
http://www.flickr.com/photos/cambodia4kidsorg/4294119350/
14 June 201119Nancy Proctor, proctorn@si.edu
SI Mobile’s Vision
by using mobile platforms to enlist collaborators globally in undertaking the real and important work of the Institution.
Recruit the world to increase and diffuse knowledge
Put the Smithsonian not just in the people’s
pockets, but in their hands.
14 June 201120Nancy Proctor, proctorn@si.edu
The People’s Institution
The Megatherium Club, a group of young naturalists who collected for the Smithsonian in the 19th C. http://en.wikipedia.org/wiki/Megatherium_Club
Louise Rochon Hoover,"Secretary Henry Posts DailyWeather Map in Smithsonian Building, 1858.”
James Smithson:“for the increaseand diffusion of knowledge”
14 June 201121Nancy Proctor, proctorn@si.edu
Museum
The Multiplatform Museum
14 June 201122Nancy Proctor, proctorn@si.edu
Museum
The Multiplatform Museum
14 June 201123Nancy Proctor, proctorn@si.edu
More than multiplatform…
14 June 201124Nancy Proctor, proctorn@si.edu Edward Hoover, 2010, from Flickr.
The Museum is a Distributed Network
14 June 201125Nancy Proctor, proctorn@si.edu
Chandra Xray Observatory
14 June 201126Nancy Proctor, proctorn@si.edu
Design USA at Cooper-Hewitt“Don’t even think about not using it because then you
won’t truly see the show.”
http://smithsonian-webstrategy.wikispaces.com/Design+USA+iPod+Touch+tour
Roberta Smith, NY Times, 14 Jan 2010 http://www.nytimes.com/2010/01/15/arts/design/15design.html
14 June 201127Nancy Proctor, proctorn@si.edu
Set in Style iPad App
Cooper-Hewitt National Design Museum
14 June 201128Nancy Proctor, proctorn@si.edu
MEanderthal
http://smithsonian-webstrategy.wikispaces.com/MEanderthal
14 June 201129Nancy Proctor, proctorn@si.edu
NMNH Leafsnap
14 June 201130Nancy Proctor, proctorn@si.edu
NASM “Got a Question?” Txt Test
• one week• 84 unique
users• 88 responses
http://smithsonian-webstrategy.wikispaces.com/NASMmobile_gotaquestion
14 June 201131Nancy Proctor, proctorn@si.edu
14 June 201132Nancy Proctor, proctorn@si.edu
ARGs: GOAC, PHEON, PDP
14 June 201133Nancy Proctor, proctorn@si.edu
mLearning Workshops
14 June 201134Nancy Proctor, proctorn@si.eduMobile Learning at the Hirshhorn
14 June 201135Nancy Proctor, proctorn@si.edu35
Work in Progress…
14 June 201136Nancy Proctor, proctorn@si.edu Edward Hoover, 2010, from Flickr.
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