Smlxl - Assets & Access: challenges and opportunities for cultural institutions in a non-linear world

alan moore | www.smlxtralarge.com | camerjam 2011

Assets & Access in the cultural sector

the
cultural
organisation
assets
Rolling Exhibitions

Permanent collections

Archives

Lots of stuff in storage

Implicit Knowledge:
curators


the communities
cultural of
organisation interest
assets
Rolling Exhibitions Public

Permanent collections Corporations

Archives Universities/ academia

Lots of stuff in storage Business

Implicit Knowledge: Other museums / cultural
curators institutions


the communities motivation
cultural of
organisation interest
assets
Rolling Exhibitions Public Money

Permanent collections Corporations Pleasure

Archives Universities/ academia Self improvement

Lots of stuff in storage Business Status

Implicit Knowledge: Other museums / cultural Professional information
curators institutions

Inter-related

Networked communities of interest

org+
values
passions
needs


Plugging into the
network

2001
From: Communities Dominate Brands: business
and marketing challenges for the 21st Century -
http://ht.ly/4aWBA
commerce

connectivity culture

community


“ 
Mutuality is our
business model”
Alan Rusbridger – 2010


What does mobile mean?


The challenges of networked mobile world means we need to reframe some things and
understand some others as a new form of literacy….

From linear (simple) to non-linear (complex) – this image is of the
bible visualised with inter-relationships and connections

Eco-systems
Platforms
Communities of interest
Developing relationships
Ecologies
Personalisation
Creating deeper engagement
Data
=
commercial success

Literacy


Curation

curation = context = meaning
academic & critical recognition
bums on seats
ticket receipts


But
we need to understand
some other literacy’s…


collaborative &
participatory
cultures / tools


Blended reality:
there is no
online
or offline

Participatory cultures

Embedded sociability



Mass customisation


it’s a design problem

Design for the intention
economy


The link economy:
create a bundles of products and services
Data driven:
Amazon data architecture – recommendation
engine, Apple genius and iTunes, personalisation

Design for participation


Links to buy, to do, to connect are missing!!


340 curators from
institutions around the
world

Over 10,000 messages
were exchanged between
museums and members of
the public

But was it really creating
an asset, or was it a
marketing tactic?


Design for service


‘digital curator’

the expertise of heritage institutions is a
value proposition used to generate income.
customer groups for digital curator are
consumers, academics researchers, business
professionals.


‘digital curator’

digital services centred on the collection materials.
‘reﬁned’ metadata, like specialist background
information on a collection, or digital teaching
packages.

Archives offering courses to archive researchers,
including novices.


Tate Britain online courses £20 on artists’techniques and
methods (www.tate.org.uk/learnonline).


Archives: traditional view

Image from: Business model innovation cultural heritage. Amsterdam & the Hague, the den Foundation Knowledgeland. Ministry of Education,
Culture and Science 2010


Archives as a platform
Archives offering courses/services to archive researchers, & other communities of
interest. Note cultural org now a platform creating new access around its assets

Image from: Business model innovation cultural heritage. Amsterdam & the Hague, the den Foundation Knowledgeland. Ministry of Education, Culture
and Science 2010


Design for economies
of scope


Design for
customisation


Bespoke customization


Qustodian innovating with communities
of passion, with data, with technology,
& revenue models – Exhibit [a] Atletico
Madrid. http://uk.qustodian.com/



Augmenting reality, augmenting experience, navigation
– revenue?


Healthy takeaways

Appitus,
“’nuff said, don’t catch it!”


• Embedded Mobility is a commercial / cultural strategy not a marketing
tactic
• Design with the 4C’s – without commerce you could be wasting a great
deal of energy
• Design for eco-systems + platforms + mutuality
• Design for communities of interest and service based models
• Design for participation
• Design for value creation
• Design with data and linked economics
• Design for mass customisation
• Design with time frames in mind


Alan is a charismatic visionary who studies the disruptive trends in the world of innovation and
makes them very tangible to his audience. He is recognised as a great distiller of complex
arguments into their most salient points, who can take concepts from many sources and find the
previously hidden relationship between them. He has a firm grasp of the changes which are
reshaping our world. With his insight on the interlocking trends of; media, culture(s), society
communication and commerce, Alan enables companies to develop winning strategies for how
businesses and organisations can succeed in the early 21st Century.

Alan is currently working on his next project No Straight Lines: making sense of our non-linear
world. A project that investigates the complex and interwoven relationship between: people,
identity, society, communications technology, and commerce and explores how we can design
innovative ways to solve some of the intractable dilemmas we face – publication due 2011.

More info about what we do: http://ht.ly/4aUe6


NO
STRAIGHT
LINES:
making sense of our non-linear world

@alansmlxl | www.smlxtralarge.com


Smlxl - Assets & Access: challenges and opportunities for cultural institutions in a non-linear world

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