Building digital capacity for the arts Seminar 4: Emerging business models for the digital environment Jessica Vincent, Partnership and Sponsorship Manager EMEA, Antenna International Where is the ‘low-hanging fruit’ and why aren’t we picking it? Understanding what assets arts organisations currently have and how they can be leveraged to create new revenue streams; what are the barriers – cultural, IP or other? Are there successful models for paid-for digital content that we could learn from? BBC Academy and Arts Council England have joined forces to offer training and guidance to the arts sector across England on how to maximize the creation and distribution of high quality arts content for audiences on digital platforms, including online, mobile and internet protocol television. The Building Digital Capacity for the Arts programme, announced in September 2010, will support the development of the arts sector’s media production skills by bringing together the BBC Academy’s media and digital experience with the Arts Council’s extensive knowledge of the arts sector. The initial programme runs from March 2011 - August 2012 and consists of a series of practical seminars and workshops. For more information and video and audio content from this series visit http://www.artscouncil.org.uk/digitalcapacity

2. Jessica Vincent
Partnership & Sponsorship Manager
Antenna International

3. Where is the low-hanging fruit?
And why aren’t we picking it?

4. Antenna’s perspective
• mobile interpretation for 1200 cultural sites across the world
• award-winning audio & multimedia content
• pre-visit, in-visit and post-visit experiences
• bespoke devices & user owned personal devices

5. The museum mobile landscape

6. Their reach…
in the cultural sector…
• 62 million people take an Antenna tour every year
• Currently 66 apps available to download from iTunes &
Android Appstores
Personal mobile usage
• 5.9 billion mobile subscribers world wide
• 8 trillion text messages sent in 2011
• 1.2 billion mobile web users worldwide

7. multimedia tours e-commerce
vehicle
audio tours tablet apps
podcasts social
networks
mobile smartphone sponsorship
web vehicle
Apps

8. Re-purposing Content: The National Gallery
• 280k downloads
• 75 countries
• extensive press coverage
• free for first 3 months
• english only
• 210MB

9. Extending content reach: The Royal Academy
• audio only guide available on-site
• multimedia app to download from iTunes Appstore
• images provided by client
• 170MB

10. Making money- free vs paid apps
• consumers will pay for content!
• find the right price point
or
• give them a freebie and they will pay
for more if they like it

11. Making money- Freemium Model

12. A sponsorship & commercial platform
• on-site and online presence
• interactive engagement
• on-selling & up-selling
Click to Buy

13. So before we start picking the fruit…
• motivations?
• assets?
• commercial appetite?
• operations?
• audience?

14. Thank you!