Digital transformation project – Boijmans van Beuningen Museum
The Boijmans van Beuningen museum aims to provide its visitors with an exciting experience by showing them inspiring, amazing world class art collections. In order to achieve this, a considerably high budget is needed, from which almost 50% is funded by the government. Given thefact that the government has announced that the amount of subsidy will decrease dramatically in the coming years, the museum is forced to find an extra stream of revenue that could cover up for this future income loss. This is essential both for customer satisfaction and future business growth.
In this report, a potential solution that could generate additional sources of revenue is proposed. Currently, the museum has around 300,000 visitors on a yearly basis, with entrance fees accounting for 20.3% of the generated revenue. The number of visitors could be increased by embracing the latest technologies that could enhance the current museum experience significantly. Augmented reality, one of the latest but most developed technologies to date, would serve this purpose perfectly. Using augmented reality technology inside the museum enables visitors to easily access additional multimedia information about artefacts, explore 3D models of augmented artworks and access archived artworks that used to be not displayed due to space constraints. In order to make the museum experience even more revolutionizing, the museum could integrate beacon based technology, it is a Bluetooth enabled tracking technology that allows visitors to instantly receive relevant information as soon as they get close to a specific artefact. Apart from the improved customer experience, the museum also gains insight in visitor behavior, since it can track the paths that visitors follow through the museum and which areas are visited most. These insights can then be used to improve future museum experience, of course these insights will only be used with permission from the visitors.
In terms of technical feasibility, the augmented reality technology in combination with the beacon based technology have already been developed and tested in the museum industry, so it has also been proven that it is technically feasible. Having looked at the IT facilities present at the museum, an Augmented Reality app would fit into their future plans. Additionally, the Boijmans van Beuningen museum has already had experience with augmented reality, since they used it for a one-day exhibition that was perceived well. Therefore, it can be stated that the willingness to cooperate from the organization in this project is very likely. In addition to the numerous benefits this technology entails, the financial part also plays a significant role in the deployment of this augmented reality technology. However, the implementation of this technology is expected to pay off within a short time span of a few years, since not only the visitor numbers are increasing, but it is also expected to lead to an important boost in terms of press and media attention, which improves the museum’s brand image.
To conclude, the benefits of adopting augmented reality greatly outweigh the costs that also come along. Therefore Boijmans van Beuningen museum is advised to embrace this technological transformation.
By Group 5
Sjaak Meeuwsen – 437156
Claude Zwicker – 437277
Yinuo Jin – 373227
Hidde van Heijst – 436800
Ruud Schippers – 441698