Jessica VincentPartnership & Sponsorship Manager

Antenna International

Where is the low-hanging fruit?

And why aren’t we picking it?

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

The museum mobile landscape

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

podcasts

sponsorship vehicle

audio tours

smartphone

Apps

tablet apps

multimedia tours

mobile web

e-commerce vehicle

social

networks

Re-purposing Content: The National Gallery

• 280k downloads

• 75 countries

• extensive press coverage

• free for first 3 months

• english only

• 210MB

Extending content reach: The Royal Academy

• audio only guide available on-site• multimedia app to download from iTunes Appstore• images provided by client • 170MB

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

Making money- Freemium Model

A sponsorship & commercial platform

• on-site and online presence• interactive engagement• on-selling & up-selling

Click to BuyClick to Buy

So before we start picking the fruit…

• motivations? • assets?• commercial appetite? • operations?• audience?

Thank you!