Digital Transformation

1. What does the Tate’s fifth gallery add to its museum portfolio? What is its value?
How well does it help address problems that the four other physical galleries face?
How does it open up new opportunities for the Tate?

Tate online launched in 1998 and become an online brochure for the galleries such as
photographs. Information about their collection, upcoming exhibitions, and much more
information about Tate’s gallery. Over the years, Tate online has been evolved with new
development that they implemented to the website such as live events, interviews, and an
online database that holds 70,000 objects in 2014.

With the new website, they attracted 13.7 million visits allowed to enjoy the galley not only
people from the UK but around the world. This adds new value because it can attract other
visitors from around the world to visits the physical galleries because of the experience that
they make on the websites. Moreover, with this digital gallery they can open new
opportunities for Tate not only from the wider audience but also can collaborate with other
galleries from around the world making the website a one-stop gallery for people who can’t
visit physical galleries especially during the pandemic, people will tend to see the websites
rather than going to the gallery itself. Another thing that they can get from the websites is that
they are going to have unlimited spaces for their collection which can solve the problem of
having limited space in their physical galleries.

2. What have been the keys to Stack’s success during the Tate’s digital transformation?

I would say that the keys success of Tate’s digital transformation is that Stack was able to
adapt to the digital era and able to create different experiences from the physical gallery. For
example, by 2013, the websites offer 750 blog posts with interactive quizzes for the visitors.
There’s also TateShots which is a series of three minutes’ documentaries with over 2 million
views and they produced weekly so it would engage visitors to come every week with new
fresh content that they offer. Another example is the live-streamed performance features

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 performance art events that the audience can use social media to comment and join in a
follow-up discussion.

Another key success of their digital transformation is the interactive multimedia guides that
allowed each visitor to see behind the scene at the exhibition and visitors can make their tour
at their own pace. The guides also showed how artists created their works, interviews, and
other features such as different voices that allowed the visitors to contributes to the
conversation. This digital transformation will create a new experience for the visitors
compare to the normal gallery or exhibitions. Therefore, the stack was able to succeed in
Tate's digital transformation because of his was able to combine physical and the virtual by
using technology in their galleries.

3. Assess Stack’s options for monetizing the Tate’s digital assets. Which of the options
before him are most likely to deliver a return on investment?
I would say that E-Commerce and pay-to-play were the best options to deliver a return on
investment. First, with e-commerce, they can sell their merchandise that also offers at the
physical gift shop into the wider audience from around the world that we're unable to go the
physical shops. They can also sell more items such as books, prints, and products related to
the collection. Furthermore, they can sell NFT which is very popular nowadays to generate
more profit and to attract the young generation to look at their gallery.

Another option is Pay to Play, with these freemium models they can generate more profit
from the premium service such as art performance or online exhibitions. For those who love
their content, they will pay the premium service and another reason is to prevent someone
from copying their collection without Tate's permission which also can protect the author of
the arts.

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