Upload
fauxtoegrafik
View
32
Download
0
Embed Size (px)
DESCRIPTION
Experiments with smartphone apps at the Royal Pavilion and Museums, Brighton & Hove. Talk given at Museums Association's 'All in Hand' event, 28 November 2013. Features the BrightonMuseums and Story Drop smartphone apps.
Citation preview
The Download Conundrum
A Tale of Two Apps
Kevin Bacon
Digital Development Officer
Why mobile?
• Website: 20% mobile
users; 14% tablets
• Ofcom: 51% adults
own smartphone
• Eyeball evidence
It’s not just about apps!
• Multimedia guide in Royal Pavilion
• Roll out of wifi in our museums
• Moving to mobile first web presence
• Experiments with QR codes in galleries
‘If an app is the answer, what’s
the question?’
BrightonMuseums
How do we put information about
our museums in people’s
pockets?
Story Drop
How do we put stories
about our collections out
in the city?
BrightonMuseums
• Launched Oct 2011
• Free download for iOS and Android
• Simple ‘brochure’ app that replicates content
that can be found on web…
• … but it’s not an alternative to a mobile website
• Uses map and camera functions of phone
• Downloads incentivised through minor
reduction in admission fee to the Royal Pavilion
Target audiences
• Regular visitors (handy means of keeping
up to date)
• Visitors coming to Brighton (bypass poor 3G
coverage, cross-promote other sites)
Success?
• 5228 downloads in 2012-13
• 30% conversion rate into paying entrance
to Royal Pavilion
• 8% of surveyed Pavilion visitors have seen
app
But…
• Unclear how many visitors have been
drawn to other sites
• Does it cannibalise admission fees?
• Trials of gallery specific content have only
shown low usage
Story Drop
• Soft launched Sep 2013
•Free download for iOS and Android
• Scavenger hunt
• Driven by flexible CMS to enable regular
content updates
• Playful approach
• Intended as platform for community generated
content
Target audiences
• Heritage tourists
• Exhibition visitors (augmenting experience)
• Urban explorers
• Communities of Place
Pick a tour
Getting there
Unlocking content
Playful / Gamish
• Cryptic clues
• Leisurely orienteering
• Reward systems
• Point systems
• Recontextualising collections
• Lightweight extension for exhibition programme
• Platform for partnership working
• Pervasive heritage
Why take it outside?
www.mapthemuseum.org.uk/
Museum Content
• Heritage at Hand
• Pavilion Estate
• Mystery Tour
• Brighton As Might Have Been (Jan 2014)
Partner Content
Turner in Brighton
(early December 2013)
Crime & Punishment
(late December 2014)
Success so far?
• Initial interest from families and non-users
• Keen external contributors
• Media interest
• Likely level of use still unknown
What we’ve learned
1. Go cross-platform
• 56% iOS vs 44% Android
• It’s not just about market
share…
• ... it’s about inclusion
What we’ve learned
2. Hook it into core business
• Apps are expensive and difficult to scale
• Maintain regular or evolving motivations
for visitors to download
• Flexible CMS keeps app fresh and allows
for more experimentation with content
Android ‘clicks’
iPhone ‘clicks’
What we’ve learned
3. Apps are a headache…
Expensive to develop
Platform specific
Costly to maintain
Only available to
smartphone users
Google Play and App
Store poor distribution
systems
User needs to commit
time to download
Often unstable
What we’ve learned
3... but people like them
What we’ve learned
3. Reaching non-users?
What would make you visit [venue] today?
Smartphone apps:
52% Brighton Museum
66% Brighton Dome
More than joint ticket offers, guided tours and
signage with historical informationSep 2013 internal survey