Seeking Technologies for Intelligent Content Delivery For Visitor Engagement

Background / Description

The Open Innovation Platform (OIP), an initiative by the Info-Communications Media Development Authority of Singapore (IMDA), aims to connect real business challenges to problem solvers. 



The National Heritage Board (NHB) is the custodian of Singapore’s heritage. They are responsible for telling the Singapore story, sharing the Singaporean experience and imparting our Singapore spirit. They manage the national museums and heritage institutions and sets policies relating to heritage sites, national monuments and the National Collection. Through the museums and heritage institutions that it manages, as well as through its signature festivals and programmes, NHB aims to connect the past, present and future generations of Singaporeans. NHB aims to drive more engagement and visitor traffic across the collection through the use of innovative technologies.

NHB manages a total of 9 different museums/institutions and is the custodian of the National Collection comprising of about 200,000 artefacts. As a collective portfolio, there is a wealth of content and knowledge that can be tapped upon to enrich a visitor’s experience beyond what is presented in the exhibitions at that time. Currently, there is limited means by which visitors would have access to and be able to engage with such content.

NHB is looking to leverage technology to develop smarter and more dynamic ways to deliver content that is able to contribute to more impactful visitor engagement across all touchpoints. The desired outcomes are:

  • Allow visitors to explore and discover content customised to their needs (e.g. language, interests)
  • Deliver personalised content to our visitors pre, during and post-visit
  • Optimise content delivery across multiple modes of access
  • Able to draw upon and integrate various content sources both online and offline to facilitate more dynamic digital engagement


Problem Statement

How do we leverage content developed across the entire portfolio to better engage with our visitors, so as to provide a personalised, seamless and dynamic experience to spark
interest to discover and learn about Singapore’s heritage and the National Collection in a simple yet impactful manner?

Technical Specifications

What Are We Looking For

A prototype solution for a content management platform with the following requirements:

  • Provide easy and quick access to the content portal/interface focused on text-based and audio content delivery (prefer non-app based interfaces due to the low rate of visitor take up for downloadable apps)
  • Leverage heavily on existing apps and technologies that visitors frequently use, with minimal infrastructural investment and deployment required.
  • Able to sense make and respond to real-time inputs and facilitate dynamic conversations and social exchanges
  • Manage data collection, analysis and intelligence to power personalisation. Engage visitors with personalised content based on indicated lifestyle preferences and interests, and provide additional insights on visitors’ content preferences and behaviours
  • Solvers need to propose a viable solution to deliver content personalisation such as tagging or keywords etc.
  • Can enable users to create/upload/update content dynamically, including potentially broadcasting live content
  • Cater to the English language as the basic requirement. Ability to handle Mandarin language will be a bonus with the potential to extend up to six other languages for future implementation
  • Functional in both an indoor and outdoor environment
  • Light, easily accessible and sustainable in the long term

The prototype will be required to be demonstrated at:

  • Asian Civilisations Museum (ACM)
  • Minimally two outdoor content markers (e.g. heritage markers), selected by NHB

*Note: Video and virtual (i.e. AR/VR) content will not be considered for this challenge as content production is costly and requires substantial effort and investment in resources. 


Possible Use Case

A visitor to the museum would be able to access the proposed content delivery solution easily without the need to download a new mobile app. Based on the information collected of the visitor, the solution can propose the exhibits that he will enjoy based on his interests. While he is viewing the exhibits, the solution is able to provide information on the exhibit to him in the form of text or audio content in an engaging manner, enhancing his user experience in the museum. After leaving the museum, the visitor should be still able to access the solution. He is able to check if there are any upcoming event at the museum that he may enjoy or to provide recommendations to him to visit other museums in Singapore. It should be a platform that can be implemented across museums and sites as a ‘virtual NHB digital companion’.


What's In It For You
• SGD 60,000 of prize money for each winner of this challenge (see Award Model)
• Access to museum professionals with a wealth of content and ready audience segment
• Opportunity to showcase the solutions and engage with a wide range of local and international partners
• NHB will publicise the winner at the end of the challenge



We are open to global and Singapore-based individuals, research providers and companies that have digital technology expertise and innovation capabilities. Some of these include Info-Comm and Media (ICM) start-ups, SMEs and larger companies. Problem Solvers should have the ability and desire to co-create and innovate with Problem Owners or/and other partners to translate their ideas into solutions that can address real business needs. 

There are no restrictions on the geographic location of the problem solvers who may choose to apply to this challenge. However, the prototype needs to be demonstrated in Singapore. Global applicants must be prepared to bear the additional cost of travel.


Further Details

Technical details of the problem statements as well as information related to the innovation calls can be found on the IMDA Open Innovation Platform (OIP) which you will be redirected to after clicking on the 'Proceed To Details' button below and filling up a short form with your basic information.

Preferred Business Model

  • R&D Collaboration
  • Business Collaboration (Joint Venture, Distribution)

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