Chris Michaels, Head of Digital Media and Publishing, British Museum
There is no end of digital fads that might make a significant impact on the British Museum. Every time I open LinkedIn, or read a blog, there’s something new, or seeming-new, waiting to be tried. It’s fun.
But what really matters? What are the things that take our mission of being the museum of and for the world, and reveal an entirely new dimension to that great Enlightenment aim; that find a new way to make it real?
That’s a harder question, but it’s the strategically critical one that we will try and answer in the months and years ahead.
Today’s second debate in the Museum of the Future series, Changing public dialogues with museum collections in the digital age, is a crucial staging post in the process of us starting to talk about what digital means.
In advance of that, here are 5 themes – or megatrends, to give them their grander title – that might help shape our future. Big ideas all of them, but what better place than the British Museum to talk about the value of big ideas?
- The next billion comes online
- HS2 makes the world get smaller
- This place is alive! The rise of smart cities and buildings
- Machines anticipate us and speak in our language
- Media markets reach the tipping point
If we want to be the Museum of and for the World, then being able to tell the story of the history of mankind to all mankind is a conceptually critical moment in our long history. Over the period to 2020, 1 billion new people are forecast to come online for the first time, predominantly through mobile-based Internet connections. In an increasingly digital-dependent economy, that runs consequent with a similar number of people’s emergence into the global middle class, marked by an income of $5000 per year. Is this our new, next audience? As these people connect for the first time, how do we tell them stories of their histories in ways that are most meaningful?
Watch Ericsson CEO Hans Vestberg talk about the next billion and what it means here:
All around the world, from London to China to Russia and Spain, incredible investments are being made in high-speed rail networks that will make tourism – the largest driver of our visitorship – a whole lot easier. There are many complex arguments around the social, economic and environmental impacts of major new rail networks, but whatever happens, it will make getting to the British Museum quicker and cheaper for hundreds of millions of people round the world. We will need to be ready for that. Explore the HS2 proposals for UK railways here.
As the Internet gets built into everything, and as the power and potential of the data that creates gets unlocked, we will have to change the way we manage the connections between people and things. The buildings we live and work in will become smart. The British Museum is a very, very big building, and making it smart might do anything from saving huge amounts on our energy bills, to managing the flow of visitors that creates overcrowding around the Mummies, the Rosetta Stone and (yes) the toilets. Read abut smart cities here.
Asking Google, or talking to Siri, are already astonishing experiences – there’s a complex existential pleasure in speaking to a machine, and the machine getting it. The quality of natural language processing and machine learning will accelerate in the period to 2020, and their capabilities will start to move from reactive (‘you ask them’) to predictive (‘they know what you need’). That may alter the way we use the Internet forever – making the voice, not text, the first choice for finding what we need. For a Museum, that’s an exciting moment, helping visitors to help themselves. Is Siri the most important Visitor Services team member we haven’t hired yet?
Museums are complex media organisations, involved in book publishing, television, cinema, radio and more. Just this month the Museum has launched Germany: memories of a nation) with BBC Radio 4, while awaiting Night at the Museum 3: Secret of the Tomb from Fox in December. As we intersect with all these markets, we have to recognise one thing: digital is the driver of change in all of them. PwC’s market forecasts suggest that digital market revenues will grow at 11.9% compound annual growth rate in the years to 2017, by which time digital will account for 45% of all media revenues. Contrast that to TV and cinema, growing at 3.6%, and with streaming revenues expected to become primary in three years time. There is much to consider here, many complex implications. But whatever the answers, in this as in so much else, one truth is simple: the internet is changing who we are and what we do, and the Museum must change with it.
Changing public dialogues with museum collections in the digital age (Thursday 16 October, BP Lecture Theatre, 18.30–21.00) is the second in a series of debates as part of Museum of the future, in which we are discussing big questions about the Museum’s future. The event is fully booked, but an audio recording and video highlights will be available following the event. You can also follow @britishmuseum and #MuseumOfTheFuture for live-tweeting of the event.
Visit our Tumblr to get an introduction to the debate and the Museum’s history.