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