Ma conference2012
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This document discusses using mobile technologies in museums. It provides reasons for and against going mobile, as well as examples of different mobile options like audio guides, apps, and mobile web content. Key advantages of mobile include increased visitor engagement, attracting younger visitors and families, and enhancing the experience. However, mobile uptake can be low without incentives. The document recommends mobile as part of an integrated communication strategy and provides tips on ensuring content is worthwhile and easy to use.
Ma conference2012
- 1. Using mobile in Museums Jo Van Hove Founder @ iBeaken.com Shelley Manion Digital Learning Programmes Manager at the British Museum
- 2. Program Going mobile to go mobile or not different devices advantages/disadvantages costs involved
- 3. Why on earth go mobile ? Many reasons NOT to go mobile my visitors are too old or not interested we don‟t have time we don‟t have the staff we don‟t understand anything we don‟t have money
- 4. Why on earth go mobile ? Many reasons to go mobile visitor engagement urge to tell more your image attract younger visitors and more families enhance the visitor experience introduce a game element earn money
- 5. Why on earth go mobile ? “If you want to make something new work, add a game to it.” Steve Jobs
- 6. Why on earth go mobile ? “If you want to make something new work, add a collection to it.” Jo Van Hove
- 7. Why on earth go mobile ? Going mobile is a „game‟ element of your „communication mix‟ website folders advertising social networks games / apps digital cartels serious games
- 8. What is „mobile‟ ? different kinds of services audio guides visio guides eshkar QR codes image recognition serious games 3D reconstruction augmented reality NFC / RFID triggers infrared triggers wifi triggers route guidance ...
- 9. What is „mobile‟ ? “Kids and families are more interested in what it does than what it tells...” Jo Van Hove
- 10. What is „mobile‟ ? different kinds of devices custom made devices/readers digital cameras mp3 players note pads smartphones tablets PSP, Game boy, Nintendo DS
- 11. A difficult choice Keep this in mind : mobile is a great part of your communication mix include as many people as possible keep it simple keep the investment reasonable appoint person that is responsible
- 12. A difficult choice Audio guides, Apps, Mobile or a combination ?
- 13. Audioguides/Visioguides Advantages Disadvantages good experience „lone‟ experience easy to use limited story widely spread no sharing on socnets good suppliers expensive (low nr visitors) revenue model no visitors statistics control „dwell time‟
- 14. Apps Advantages Disadvantages offline exclusive technology gaming expensive graphics marketing revenue model (max limited users (platforms) 500£/year) low download penetration technology dependent „difficult‟ to update limited space on phone
- 15. Apps “Today‟s apps are the CD-roms of the year 2000 : they will disappear...” Jo Van Hove
- 16. Mobile Advantages Disadvantages cheap(er) to deploy graphics not so sexy platform independent bandwidth all phones = more users roaming (no EU roaming no space needed on phone anymore from July 1st, 2014 !!) fast adoption known from computer profiling and visitor engagement easier to update
- 17. Mobile “Don‟t forget your visitors without smartphones !!” Jo Van Hove
- 18. Figures „Unforced‟ use (volontary use) maximum (!) 3% use/downloads
- 19. Figures „Unforced‟ use (volontary use) maximum (!) 3% use/downloads „Forced‟ use (obligatory use, part of the experience) upto 100% use (mostly audio, rarely apps/mobile) example Casa Batllo (Barcelona) example Alcatraz (San Francisco, USA)
- 20. Costs Enhance the experience at what cost ? APPS : 15.000 – 100.000£/platform Mobile : 5.000 – 25.000£ for ALL smartphones Saas* Mobile/App : „free‟ - 350£ - 4000£/year Audio guides : 350£/1 min or % of sales WIFI system : 500£ upto >30.000£ ‘number of visitors x 0,03 x investment = price per user’ *SaaS = Software as a Service
- 21. Costs “Better to invest in a good performing WIFI system” Jo Van Hove
- 22. Desperate what to choose ? Mobile will only work with stimulus ! make it worth using : content is the key ! make it easy to use enter a game or collection element reception desk communication website communication
- 23. Show case Shelley Manion Digital Learning Programmes Manager at the British Museum https://voicethread.com/share/3483800/
- 24. Conclusion Mobile is the way to go !! DON’T consider mobile as a separate thing but a full and integrated part of your communication mix make mobile available for ALL it‟s a myth that you need an app it‟s not so complicated there are mobile solutions for all budgets you attract more families show a younger, more active image
- 25. contact Jo Van Hove, founder jvh@ibeaken.com http://ibeaken.com +32 475 44 04 54 twitter : @ibeaken facebook : ibeaken