According to the latest study by Juniper Research, there will be over 400 million mobile subscribers worldwide that will use their mobile phones for ticketing by 2013.
The report found that the leading sector will be transport, followed by entertainment and then sporting events. The Far East and China region is leading the market, driven by adoption by Japan’s rail travellers. In addition, airlines are beginning to offer mobile ticket purchasing.
Outside transport, Juniper identified a number of “ground-breaking” trials and services, such as by cinema chains in India which buys 37% of all movie tickets sold worldwide; as well as a number of football and baseball teams which offer mobile options for ticket purchase and delivery.
On the down side, the study concluded that trials and pilots are not being implemented into full mobile ticketing services as quickly as expected. Among the reasons mentioned are bar code reading issues, lack of reader infrastructure and availability of NFC-enabled handsets.
Report author Howard Wilcox pointed out: “Mobile ticketing offers exciting new opportunities for ticket issuers to achieve increased sales including targeted last-minute sales campaigns. For example, tickets for the sporting event or movie happening ‘tomorrow’ or ‘tonight’ could be marketed directly to known fans.”
Key findings from the report include:
- Total gross mobile ticketing transaction value will reach $92 billion by 2013. The Far East & China region, together with Western Europe and North America will represent in excess of 80% of this number by 2013.
- Mobile ticketing must “make life easier” for users, hence NFC is the key technology for future development.
- NFC will reach its tipping point over the 2011 to 2013 period.
More information about the “Mobile Ticketing: Transport, Sport, Entertainment & Events 2008-2013” report is available from Juniper’s website.