Multiple Choice Mobile Audio:

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• Multiple Choice Mobile Audio
• Latest Research on Visitor Preferences

AAM 2007 Chicago, Illinois Tuesday May 15th
Leora Kornfeld leora_at_ubiquityinteractive.com
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• The cell phone more than just a phone
• Personal familiar
• No planning required the device is already with
  you
• Immediacy
• Content in context

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• Making contextualizing content available on
  demand
• Listen, comment, feedback, vote

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(No Transcript)
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• How was the Vancouver Sculpture Biennale
• different from a museum exhibit?
• Public art traditionally offers little to no
  interpretive
• content
• Intentional vs happenstance environment
• Expectation and availability of information

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• The challenge to test innovative ideas
• in mobile interpretation
• non-traditional content approach (art-prov)
• text and multimedia messaging
• user comments by voice
• integration with web site, public school
• curriculum, flickr contest, speaker series

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Art You Can Feel
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Map of Sculpture Locations
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Cell Phone Tour
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King Queen Sorel Etrog
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So What did we learn?
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• Research Design
• Fall 2006 Fieldwork - sponsored by Nokia
• 5 groups of 6-8 participants / 18-49
• focus groups, participant observation, surveys
• Simon Fraser University School of Communication
  /
• TEDA Methodology
• Citation
• Smith, R, Chee, F, Hebert, J (2007)
• Mobile Media Consumption and the Vancouver
• Sculpture Biennale An examination of user
  experience
• in order to understand the meanings associated
  with
• technologies in the contest of Media-Rich Urban
• Shared Environments

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• Key Findings (Qualitative)
• Personal mobile devices exist in another
  ecosystem
• partial attention / affective state/ time of
  day
• Outdoor environment environment of distraction
  /
• multiple demands
• Cell phone currently associated with urgency and
  micro-
• co-ordination more than recreation/leisure
  contradictions
• of urgency vs play
• Fast Facts preferred first (in lieu of main
  interpretive
• piece)

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• Key Findings Continued (Qualitative)
• Listeners liked combination of male and female
  voices
• Content / experience more favourably received as
  a
• podcast than by cell phone
• Issues related to cost being on the clock
• Self-consciousness listening, looking,
  reacting but not talking

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• Key Findings (Quantitative)
• April 2006 to April 2007 over 5100 calls to the
  system
• Snapshot May 2006 to August 2006 (peak tourist
  season)
• 2029 unique callers
• 3267 sculptures called
• Average time spent per user 4 minutes 24
  seconds
• Average number of sculptures called 1.6
• Percentage of users that left voice comments
  1.6
• Percentage of users that voted 7.3
• Virtually 0 usage of text commenting and
  multimedia
• commenting

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• Beyond the Biennale.
• Mobile campaigns for a variety of
• arts and culture groups

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• Talking Posters
• Using the mobile device to
• activate the static
• Event Guides
• Audio Samples for multi-band
• performances
• Singing Posters

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Transit Tosca
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Retail Tosca
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Toilet Tosca
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• Mobile Audio Business Models
• Tours Visitor can opt to pay 3-5 while at
  museum
• provide access to audio for 24 hrs / 48 hrs
• Visitor can purchase tour for flat fee during
• visit (upon seeing other users or brochure)
• A la carte pricing (e.g. 25-50 cents per stop)
• Consumers more likely to use more when they have
  paid
• a fixed rate (sunk cost theory)

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• Conclusions
• Shift from rented devices to BYOD
• EU roaming charges rules about to change
• In the US carriers offer free long distance
• no roaming charges within US
• Fees for receiving multimedia (MMS) on phones
  being
• bundled in all you can eat packages (e.g.
  Cingular /
• ATT)

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• Hardware realities of the audio wand / media
  device on
• premises vs BYOD
• Production/manufacturing
• Financing/leasing
• Maintenance
• Upgrading
• Training/staffing
• Content technology services can be separated
• Revenue splits new models?

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• Multiple Choice Mobile Audio
• Latest Research on Visitor Preferences

Presented by Leora Kornfeld leora_at_ubiquityinteract
ive.com