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.

1. When last we met…

2. Four Tests in Three Summers: Assessing visitor preferences in handhelds at SFMOMA Peter Samis Associate Curator, Interpretation San Francisco Museum of Modern Art Tate Handheld Symposium • 5 Sept. 2008

3. NEXT STEPS [Then:]

5. Does that mean we bypass the bells and whistles of Flash and the iPhone ?

6. Or do we opt for that expressive power and continue to supply the hardware on the old lease contract model ?

7. I, for one, no longer believe it will all sort itself out… “ in two years.”

8. Two years later…

9. When it comes to the World of Apps, the old lease contract model appears dead. And a new model hasn’t been invented yet.

12. But we haven’t figured out the hardware/distribution model.* Especially for blockbusters. * and this used to be the profit center for Antenna & Acoustiguide!

13. What was once a monolithic business model:

14. Has exploded into its component parts:

15. Has exploded into its component parts: [Fill in the matrix with the museum of your choice!] Your App Here? Completely outsourced Completely outsourced Completely outsourced Completely outsourced Completely outsourced Museum with Vendor Museum with Vendor Museum with Vendor Museum with Vendor Museum with Vendor Museum alone Museum alone Museum alone Museum alone Museum alone Mktg, Sales & Distribution Hardware Provisioning Publishing to devices Content: Media Production Content: Script Development

16. SFMOMA’s current permutation: SFMOMA with NOUS-guide SFMOMA SFMOMA SFMOMA Completely outsourced Completely outsourced Completely outsourced Completely outsourced Completely outsourced Museum with Vendor Museum with Vendor Museum with Vendor Museum with Vendor Museum with Vendor Museum alone Museum alone Museum alone Museum alone Museum alone Mktg, Sales & Distribution Hardware Provisioning Publishing to devices Content: Media Production Content: Script Development SFMOMA with Earprint

17. Case Study: What it looks like when one museum takes this on.

18. 2010: A rare opportunity to focus on the permanent collection

20. The question, always, is one of content design. Object : Viewer : Gallery Context Ranjani Shettar being interviewed in front of her installation Sing Along

23. NOUS-Conductor offered us flexibility & ease in adding new content Stephanie Pau reviewing a screen with Alex Wolf during training

24. As we collaborated with Vienna on user-friendly screen designs. Tim Svenonius wth a screenful of template design mock-ups

25. Meanwhile, we were bringing together the curators in the galleries and recording them…

28. Content & screens were assembled…

30. 2010 Mobile Tour evaluation…. (Top box %) Made visit much more enjoyable… Strongly recommend… Very satisfied… Very easy did to use… Q. Guide Ratings Note: Percentages represent the highest rating Made artwks much more meaningful… Mobile Tours Impact A Visitors Experience F US I ON R ESEARCH + ANALYTICS

31. 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 F US I ON R ESEARCH + ANALYTICS

32. 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 Users Non Mobile Tour Users F US I ON R ESEARCH + ANALYTICS

33. 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 $1.99 Non-Traditional Guide Users Offer the Largest Potential for Mobile Guide Downloads/Apps F US I ON R ESEARCH + ANALYTICS

34. Logistics

35. A new definition of “Asset Management”

36. Systems start out orderly…

37. And turn random!

38. App as space to try experiments

39. Use case 1: social media

40. Use case 2: augmenting our fleet of in-house players when we run out!

41. Making it Sustainable

44. This is not our experience!

45. 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 !

46. There’s an opportunity here for the right vendor. Who’s going to take it on? Probably someone who understands the hardware/ distribution business model.

48. Thank you.