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The paper proposes a business model for the efficiency optimization of the interaction between all actors involved in cultural heritage sector, such as galleries, libraries, archives and museums (GLAM). The validation of the business model is subject of analyses and implementations in a real environment made by different cultural institutions. The implementation of virtual exhibitions on mobile devices is described and analyzed as a key factor for increasing the cultural heritage visibility. New perspectives on the development of virtual exhibitions for mobile devices are considered. A study on the number of visitors of cultural institutions is carried out and ways to increase the number of visitors are described.