Mobile ticketing is the process whereby customers can order, pay for, obtain and validate tickets from any location and at any time using mobile phones or other mobile handsets (Wikipedia).
Reported by the latest analysis from Juniper Research, one in every eight mobile users worldwide will either have a ticket delivered to their mobile phones or buy a ticket with a mobile phone by 2015 which means over 750 million mobile users. This compares with approximately 1 in 20 now which equates to 230 million. Ticket delivery will be by SMS, bar codes, mobile web, smartphone Apps or NFC.
While mobile ticketing users are currently concentrated in a number of early adopting transport schemes in Japan, Central & Eastern Europe and Scandinavia, the report determined that opportunities for mobile ticketing will spread right across the transport, sport, entertainment and events sectors. In particular, the segmentation of mobile ticketing is divided into transport ticketing, sport ticketing and entertainment & event ticketing.
In transport sector, many airline companies, rail way group and ferry companies have already implemented mobile ticketing, in some cities, people can integrate different models of transport into one ticket.
For sport events, major club-based sports around the world, such as Association Football, American Football, Baseball, etc, send up-dated information to funs who can buy tickets directly with their mobile phone. For non club-based sports, like horse-racing and motor sports, as well as mega-event, Olympic Games and World Cup, more and more mobile tickets are used in these events.
The third segment is growing strongly including live music, concerts, cinema, exhibitions.
The benefits of mobile ticketing mainly include cost savings, improve service level, increase revenue and strengthen customer relationship. With a mobile ticket, there is no need to print paper ticket which can reduce the cost and also an environmental strategy. Compared with traditional distribution channel, mobile ticketing can establish a direct real-time link with clients, which customers can receive the up-dated information.
Report author Howard Wilcox pointed out: "Mobile technology is moving the ticket machine into our pockets. Our research demonstrated that mobile ticketing will change the way that many people buy and obtain their regular, every day tickets that are mostly printed at the moment. We foresee strong acceptance driven not only by airlines but also cinemas and some sports events: bar coded boarding passes are a clear case in point."
Reference: Howard Wilcox (2011), Mobile Ticketing Marketing, Analysis, strategic opportunities & forecasts 2011 –2015, Juniper Research
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